Gartner Research

Delivering on Personalization Requires Advanced Merchandise Segmentation and Consistent Communications

Published: 22 September 2014

ID: G00263147

Analyst(s): Kelsie Marian, Robert Hetu

Summary

Organizational information silos make personalization a challenge for Tier 1 retailers and places customer relationships in jeopardy. Retail CIOs should lead the organization in integrating customer and merchandising information to facilitate seamless execution of personalized customer experiences.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Failure to standardize customer data across the organization is negatively impacting Tier 1 retailers' ability to execute on personalization strategies
  • Uncoordinated execution of personalization, such as sending irrelevant and out of context offers, frustrates customers and places the retail-customer relationship in jeopardy
  • Without linkages between CRM and merchandising systems, retailers will be unable to deliver on personalization

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