MessageGears, the leading data activation and engagement platform for enterprise brands, released findings from its recent survey to better understand how enterprise retail brands are managing customer data to ensure long-term success. The survey, produced in partnership with Hanover Research, provides insight into the current retail perceptions of customer data solutions, what feature sets and functionality matter most, and specific problems retail enterprise organizations are trying to solve.

“Many retail brands are discovering that the path to driving more loyalty starts with centralized customer data and access to that data in their marketing channels,” said Will Devlin, Senior Vice President of Marketing for MessageGears. “Large retailers juggling lots of data want technology that doesn’t force them into defined systems or schemas – they want more control, flexibility to scale, and total security. At the end of the day, brands need to be leveraging far more of their entire dataset if they want to increase customer engagement.”

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Key findings include:

• Enterprise retail brands demand tech that makes it easy to scale. 70% say they want to select and integrate additional components as the brand’s needs evolve, so they can add on capabilities when they’re ready – and not before.
• Similarly, enterprise retailers love flexible martech. 75% say their buying decisions are heavily influenced by platform customizability.
• Retail brands are looking to keep their data safe and secure. More than 70% are looking for martech that provides improved data security and compliance.
• Data management and governance is a top priority, with 71% of retail brands identifying this area as critical when choosing a platform.
• 78% of retail brands are looking for solutions that offer better data accuracy and quality control.

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Enterprise retail brands increasingly recognize that composable technology enables more agility and better data-driven decisions. Instead of getting stuck with legacy platforms, they are prioritizing flexibility, security, and data accuracy – all of which are key to a high-performing and future-proof martech stack. A summary of these findings can be downloaded here.

“Retail brands are looking for every competitive advantage when it comes to customer engagement,” added Devlin. “Most believe data accuracy, security, and governance, coupled with flexibility and composability, are key to a solid technology stack. Proximity to data is absolutely essential to deliver on these needs.”