The Retail Firmament: Email And The Customer Experience

MediaPost – Retailers are crawling toward delivering a holistic customer experience. And they have a long way to go, according to The Customer Experience/Unified Commerce Benchmark Survey, a report by BRP.

Most retailers use personal email — 81% say they do. And 12% expect to use it within three years. But 45% admit their email marketing needs improvement. And not all are succeeding at delivering a unified cross-channel experience to customers.

Of over 500 North American retailers polled, 81% pursue a multichannel or omnichannel program, but only 5% have reached a “true unified commerce model,” the study states.

The result is a “faux” omnichannel model, according to BRP, a retail management consulting firm.

Overall, the top priority of the respondents is to increase customer loyalty — 53% are pursuing this goal. The second objective, cited by 42%, is to optimize the customer experience.

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