The Omnichannel Environment Presents New Data Challenges for Retailers

To appeal to consumers in this competitive environment, retailers are working to provide a personalized customer experience to entice them to buy now and remain loyal to the brand. To achieve this goal across channels, retailers need data that can be used to better understand the customer.

However, gathering meaningful customer intelligence is no easy task. The biggest challenges cited by retailers when engaging in cross-channel marketing are having enough information on the consumer and having accurate consumer data.