Accurate Data Key to Better Understanding of Your Customers

Even though 82 percent of retailers will eventually attempt a single customer view, only 9 percent of those surveyed believe they have an effective strategy currently in place. That means that 91 percent of retailers currently lack visibility into their customer base.

There are several barriers to ensuring a consolidated database. First, most organizations operate departments and channels within siloed environments. As more retailers move to an omnichannel environment, organizational structures become more complex and information is further spread across an organization.