Forrester Consulting ：协调科技、数据和组织以提供价值零售商将数字作为提高客户参与的引擎。仅在美国， 14%的销售直接发生在 网上，39%的线下零售受到数字的影响。 所有这些数字活动都产生了丰富的信息， 但如果公司不能利用这些信息来改善体验和提升客户价值， 这些信息就毫无用处。2019年7月，Bluecore委托Forrester Consulting 对零售业的营销状况进 行了评估。Forrester对美国和欧洲零售公司的 307名营销技术（Martech ）决 策者进行了一项在线调查发现， 零售商通常难以有效地利用其客户、 销售和产品 数据来为其客户提供现代营销体验。其他发现：零售商努力实现他们最重要的客户目标。 零售商知道他们必须赢得新客户并 改善现有客户的体验， 因此他们正在寻求提供更吸引人的体验。 但是，大多数零 售商认为他们在这些目标上并不出色。 许多零售商都在努力提供跨渠道和触点的 个性化体验，以提供更多的价值。零售商在数据管理和组织孤岛方面苦苦挣扎。 数据管理任务是一项重大挑战， 因为零售商必须处理客户、销售和产品参与数据，以提供个性化的全方位体验。 但是，通常负责数据管理的 IT 资源超载，数据管理流程的最终责任也是支离破 碎的。因此，大多数零售商认为他们的数据管理和组织结构损害了他们的营销努 力。零售商需要从他们的营销科技努力中获得更多， 才能在客户赋权的时代脱颖 而出。零售营销人员依赖多个系统将洞察转化为营销行动。 即使是客户体验的一 小部分改善，也可以带来数百万美元的收入增长。Align Technology, Data, And Your Organization To Deliver Customer ValueHow Marketers Can Improve Customer Experience And The Bottom Line By Translating Data Into Insights Into ActionTable Of Contents1 Executive Summary2 For Retailers, Massive Opport unity And Challenge Go Hand In Hand4 Retailers Struggle To Deliver High Value Customer Experiences5 Organizational And Process Silos Hirnder Data Management Efforts8 Retailers Need More From Their Martech To Capture Busin ess And Customer Benefits12 Key Recommendations13 AppendixABOUT FORRESTER CONSULTINGProject DhoctorNicKolaa Phelps, Senior 钦 Impact ConsuHartContributMfi Rewafch:Forriter,3 82C Marketing rewaarch peupPorrMKf Ccnculling prav das independent and obfetko rMoirch-bacod oonwtnfl !oblpeuccxd thtir orgtnizitione Ranfling r scope troma short strMvpy seston to custom prcivds Fmi烫 1利 ConsuRm svrvictsconned you d resources Opnof；9 letlec! judgment at the time and ate subject to changiTechnographtcs. Forrester Wa e. AoleView TechRadar and Total Economic Impact are tradomarlic of Fonx 仙 Rocoach. Inc AH othor trad am arks aro rht propony of thir roptctive commM Forinformation qa to兴 com (E-44749)ForresterExecutive SummaryKEY FINDINGSRetailers depend on digital as ther primary growth and customer engageniGnt enginm In the US alcne. 14% of al ses take place directly online, and 39% of aM retail sales that take place offl ne are influenced by digital1 All of this digital activity results m a wealth of infocmation about customers online behaviors, purchase journeys even produet interaction dati but tnic information it utelett rt firmt CAnnot harnMS il to improve experiences and drive customer value In July 2019 Oluccore commssioncd Forreatcr Cor sorting to evaluate the state of marketing m roiii Forrester conducted an omme survey of 307 marketing technology (rrartech) decision maken at retal comp an 8 in the US and Europe to explore this topic We found that retailers often struggle to enectiveiy leverage teir customer sales, and product data to del rue* moder n marnt. engaging #xp*ntnc Yet mott rtaitr believe Ey arent excdling at those goals and many struogle to deliver the kinds of prs on alizd 9xprincs across ch a nnols and touchpoints that would deliver more customer value. Retollertruggg with data manogement and organizational silos. Data management tasks bt a significant challenge as retu irs must work across customer saes, and product engagement datato driver personalized omnichirnei experiences Yet r resources, often tasked with data na-agement, are overloaded and ultimate accountabllty for data rianagement processes is fragmented As a result. most retailors fwl their data management and organizational structure hurt ther mnrfccbng efforts. Rotoilrs need more from thor martech to excel In an ora of empowered customer ReUli marketer& rey on multfle tystemg to translate insight Into marKeting ootlon. and study respondents f*vl the/ nvvd mor* from thek marketing technology ftp*claily it applies to data managerant Tisks that can power personaiiratKin and omnichannel efforts Personalization and omnichannei execution are ted to better customer loyalty and experience, as wel as more effective marketing measurement and product offers And even a small improvement n customer experience can result in millions of dollars in increased revenues down the line.Forrester-# | Ahgn Uglogy 0*1 a And YourV*liRetailers must seek out opportunities to better understand customer needs and deliver value to those needs in the time and place of the customers* choosing For Retailers, Massive Opportunity And Challenge Go Hand In HandRetailers today face unprecedented