Retailers are widely employing identity management strategies to improve their targeting in email and other channels, and 58% have implemented technology for identifying their customers.
That doesn’t mean they are succeeding, judging by Campaign Intelligence: How Retail Marketers Use Customer-Focused ID Management to Increase Satisfaction & Profitability, a study by Etail Insights, sponsored by IDme.
Many retailers are struggling to understand their customers because they can’t integrate their technologies. And while 26% can identify a shopper who makes a purchase, 34% have no strategy in place for doing so.
In addition, 42% have not employed ID management technologies for personalization and better targeting, although 35% are considering it.
At the same time, 30% are working with these systems but say it’s still a developing part of their business. And 28% are using the technologies, saying it’s a core part of their business.
Companies that do have such ID processes are using them with these goals in mind:
The benefits include gating group discount options for affinity groups and/or fraud protection, cited by 59%.
In addition, 55% are tailoring marketing opportunities to customers in innovative ways. And 49% say they are pinpointing their best customers.
But there are challenges. The main ones are:
The study also found that millennials are the most sought-after group — 47% target them directly. Specific consumer categories are next (43%), followed by college students (39%), company employees (35%) and military & veteran (35%).
Major percentages also prioritize these group, while not directly targeting them.
Etail partnered with WBR Insights to survey 100 retail processionals in the U.S.