The State Of eCommerce and Digital Marketing in Retail in 2020

As retail organisations continue to adapt to the activities and expectations of omni-channel consumers,they are putting their emphasis on new and emerging data-driven technologies,to build more contextualised customer experiences.In this regard,the harnessing of customer data is critical,if retailers are to create more personalised and engaging customer experiences.Our research reveals that companies are evenly split,in terms of how they manage their data today.Half of those surveyed employ a centralised data system, with a single environment acting as the repository for data analysis.The other half use a decentralised system, consisting of several disparate environments.