The Omnichannel Environment Presents New Data Challenges for Retailers

These omnichannel challenges hurt data quality. In fact, retailers on average believe 28 percent of their data is inaccurate. That level of data inaccuracy leaves retailers unable to leverage their database for basic operations and targeted marketing.

Retailers need to improve data collection processes with contact verification software across channels as well as improving search capabilities. These improvements will help ensure information is accurate and standardized before it enters a database and can be appended to existing consumer records. Data management best practices help retail operations as a whole, but especially in personalization efforts that rely on a complete internal consumer record.