Challenges in omnichannel communications in Italy 2019

Integrating the available data would be the main challenge to set omnichannel communications for 39 percent of Italian retailers and brand companies. This according to a poll conducted by MailUp in 2019. Surveyed companies were Italian retailers and brand companies willing to set omnichannel communications with customers. From interaction to loyaltyFirstly, having a clear record of costumers’ data was a priority, at least among marketers. A survey conducted in 2018 indicated that 37.9 percent of Italian companies preferred platforms or software of customer relationship management tools for loyalty marketing. The mapping of customer journey followed with 25 percent. These preferences showed that tracking customers data and managing their information were assets to implement future marketing campaigns.Analyze data Once customer data is obtained, recorded, and used, the additional steps concern data analysis. In this field, Italian companies seemed half-prepared. In 2016, only 41 percent of companies claimed to have advanced data analysis tools which were completely integrated with company transaction and management systems.

整合现有数据将构成意大利39%的零售商及品牌公司实现全渠道沟通的主要挑战。此结论源自MailUp于2019年进行的一项调查。调查对象为愿意与客户建立全渠道沟通的意大利零售商及品牌公司。首先，在互动至忠诚度的过程中，对客户数据的清晰记录被视为营销人员的首要任务。2018年的一项调查显示，37.9%的意大利公司倾向于选择客户关系管理工具的平台或软件以进行忠诚度营销。紧接着，客户旅程的映射则占据了25%。这些偏好表明，追踪客户数据和管理其信息是实现未来营销活动的重要资产。分析数据一旦获取、记录并使用客户数据后，后续步骤则涉及数据分析。在此领域，意大利公司的准备程度似乎仅处于半成熟状态。2016年，仅有41%的公司声称拥有与公司交易和管理系统完全集成的先进数据分析工具。