- In a speech at the National Retail Federation in New York this week, Charles Nicholls—SVP of product strategy for SAP's Hybris software unit—explained that retail marketers are slacking when it comes to omnichannel campaigns.
- Despite lots of chatter about individual targeting across channels, most retail marketers still "batch and blast" rather than use one-on-one tactics.
- To move forward, Nicholls explained the industry needs next generation tools and cooperation from the entire organization.
Like Nicholls pointed out, the proper tools are necessary for retail marketers to truly develop omnichannel campaigns. When individualized, multi-channel marketing is achieved it can save time and money. Getting to that point will offer some challenges and marketers can be slack or lazy about the process, he says.
“You don't need Big Data to do this....Some analytics companies don't have experience with customers at all; they look at all [customers within a segment] as the same. So until we get next-generation tools, we'll all struggle,” Nicholls said.