Integrations • Data Access • Connected Channels

THREE WAYS TO WIN MARKETSHARE IN 2016

Retail Marketing Technology Insights

To gain an understanding of the marketing challenges faced by retail organizations, this third-party survey targeted marketing and IT decision makers and influencers with a title of Director and above, across a mix of retail chain organizations with annual revenues of $5 million to $999 million. Two-thirds of the respondents were primary decision makers for all marketing technology decisions within their organizations. The survey was conducted in Q3, 2015.

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Survey Overview

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$32B

One of the fastest-growing areas of technology, the marketing software industry, is estimated to grow from $20 billion today to over $32 billion by 20181.

Eighty-five percent (85%) of retailers use one or more third-party marketing vendors, bolstering legacy IT infrastructures to meet multichannel customer demands.

From content management and automation to data analytics, marketers’ primary goal in adding new tech is to improve personalization by product, price and channel.

of retailers rely on marketing technology to help manage the complex customer journey.

# 1 Goal: improve personalization by product, price & channel

85% The Marketing Technology Industry by 2018

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The Definition of Personalization Is Evolving

The definition of personalization is evolving as marketers learn more about what is possible, but even at the most basic level, shoppers will buy more when the experience is personalized.

Consistent ROI from personalized marketing has led to a reallocation of significant capital to the strategy: a 5.6% increase in overall sales (over $250 billion in revenue) is estimated to result from a unified strategy across channels2.

Getting it right pays off

increase in sales billion in revenue

We asked retailers…“How do you define personalization?”

“Product likes and price points“

“Remarketing based on history”

“Knowing what product categories a customer purchased and remarketing based on that information”

“Communication by name”

“Connecting on a 1:1 level”

“Name, product, geography insertion or segmentation“

5.6% $260

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Still, Most Retailers Do Not Personalize All Content Across Channels

75% of retailers have data in

multiple systems

But only 26% use a CRM to manage

disparate custom profiles

At present, most marketers are unable to consistently link data across multiple independent systems and have a limited ability to act in real time.

The siloed infrastructure of retail marketing organizations is largely to blame for these challenges. Seventy-five percent (75%) of retailers have customer data residing in multiple systems and only 26% are using a CRM to manage these disparate profiles across channels.

Even though a typical marketing strategy incorporates four digital channels (in addition to traditional offline channels) most marketers are currently focused on improving personalization within a single channel. The result is an inconsistent experience for consumers, who interact with brands on multiple digital channels before making a purchase or abandoning their search.

75%

26%

SMS

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Winners in personalization will be defined by the technology

they choose today.

Learn the THREE key criteria for evaluating marketing tech in 2016

Download the Full Retail Survey Report

http://page.pers.io/Win2016

About Persio

Persio’s multi-channel marketing and decisioning platform puts the power of personalization into marketers’ hands. Built to meet the needs of retailers, Persio works with with marketers’ existing data sources, technology solutions, deployment channels and identity resolution services to establish a unified customer record so that marketers can deploy data-driven and personalized campaigns across web, email, SMS, mobile apps and other sales channels. Persio empowers marketers to deliver relevant offers to customers at their most responsive point. Learn more at www.pers.io.

1. IDC Research Web Conference. (2015, Jan 8). The Marketing Software Revolution: Strategies for Buyers and Sellers. Web Conference. Retrieved From: http://www.idc.com/getdoc.jsp?containerId=IDC_P31934

2. Skorupa, Joe. Second Annual Customer Engagement Tech Trends Study. Group Publisher, Albert Guffanti. RIS News, August / September 2015.

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