Large organisations will have a disjointed and siloed customer experience by 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2021, 5:15 PM UTC

A Gartner study found 50% of large brands would have failed to unified engagement channels by 2022, resulting in siloed customer experiences that lack context.

Despite COVID-19 lockdowns pushing people towards online shopping, the perceived benefit of in-person shopping remains strong. Gartner’s Digital Commerce for Marketing Leaders 2021 research found organisations that have wide-reaching store footprint are well-positioned to utilise frictionless omnichannel experiences.

On the other hand, physical stores can collaborate with third-party companies to capitalise on the benefits of frictionless omnichannel experiences. The analyst firm suggests companies should deliver frictionless omnichannel experiences to create more connected experiences for customers and eventually drive digital commerce.

Gartner’s principal analyst, Matt Moorut said, “Frictionless omnichannel commerce provides consistent, streamlined experiences across channels throughout the customer journey, and this has increased in importance since the outbreak of the pandemic.” Gartner suggests brands feature fulfilment options, incentivise omnichannel sales, ensure consistent messaging, integrate digital inventory and priority partnerships to optimise their 2021 strategy.

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