• by Ray Schultz , Columnist, March 18, 2025

Enterprise retailers need more than data to prevail in today’s environment, judging by a new study from MessageGears, conducted with Hanover Research.  

But they know it, and many have very clear demands when investing in martech technology.

First is flexibility: 70% want to integrate additional components as the brand’s needs evolve — when they’re ready. 

At the same time, 75% say their martech buying decisions are based on the ability to customize platforms. In addition, 70% want improved data security and compliance.

Also high on the wish list are data management and governance, with 71% of retail brands identifying these issues as critical when choosing a platform. And 78% seek tools that offer better data accuracy and quality control.

“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,” says Will Devlin, senior vice president of marketing for MessageGears. 

Devlin adds: “Retail brands are looking for every competitive advantage when it comes to customer engagement. 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.”

MessageGears and Hanover Research surveyed 100 marketing, martech, and technology professionals at retail enterprise organizations in the United States and United Kingdom in 2024.