One of the fastest-growing areas of technology, the marketing software industry, is estimated to grow from $20 billion today to over $32 billion by 2018. Eighty-five percent (85%) of retailers use one or more third-party marketing vendors, bolstering legacy IT infrastructures to meet multichannel customer demands. From content management and automation to data analytics, marketers’ primary goal in adding new tech is to improve personalization by product, price and channel. Learn more insights in this third-party research study commissioned by Persio, www.pers.io.

1. Integrations • Data Access • Connected Channels
THREE WAYS
TO WIN MARKET
SHARE IN 2016
Retail Marketing Technology Insights

2. To gain an understanding of the marketing challenges faced by
retail organizations, this third-party survey targeted marketing and
IT decision makers and influencers with a title of Director and above,
across a mix of retail chain organizations with annual revenues of $5
million to $999 million. Two-thirds of the respondents were primary
decision makers for all marketing technology decisions within their
organizations. The survey was conducted in Q3, 2015.
z
Survey Overview
2 Retail Marketing Technology Insights | December 2015

3. $32B
One of the fastest-growing areas of technology, the marketing
software industry, is estimated to grow from $20 billion today to
over $32 billion by 20181
.
Eighty-five percent (85%) of retailers use one or more third-party
marketing vendors, bolstering legacy IT infrastructures to meet
multichannel customer demands.
From content management and automation to data analytics,
marketers’ primary goal in adding new tech is to improve
personalization by product, price and channel.
of retailers rely on marketing
technology to help manage the
complex customer journey.
# 1 Goal: improve personalization by
product, price & channel
85%The Marketing Technology Industry by 2018
3 Retail Marketing Technology Insights | December 2015

4. The Definition
of Personalization
Is Evolving
The definition of personalization is evolving as marketers learn
more about what is possible, but even at the most basic level,
shoppers will buy more when the experience is personalized.
Consistent ROI from personalized marketing has led to a
reallocation of significant capital to the strategy: a 5.6% increase
in overall sales (over $250 billion in revenue) is estimated to result
from a unified strategy across channels2
.
Getting it right pays off
increase in sales billion in revenue
We asked retailers…
“How do you define
personalization?”
“Product likes
and price points“
“Remarketing
based on history”
“Knowing what product categories a
customer purchased and remarketing
based on that information”
“Communication by name”
“Connecting on a 1:1 level”
“Name, product, geography
insertion or segmentation“
5.6% $260
4 Retail Marketing Technology Insights | December 2015

5. Still, Most Retailers
Do Not Personalize
All Content Across
Channels
75% of retailers have data in
multiple systems
But only 26% use a CRM to manage
disparate custom profiles
At present, most marketers are unable to consistently link
data across multiple independent systems and have a
limited ability to act in real time.
The siloed infrastructure of retail marketing organizations
is largely to blame for these challenges. Seventy-five
percent (75%) of retailers have customer data residing in
multiple systems and only 26% are using a CRM to manage
these disparate profiles across channels.
Even though a typical marketing strategy incorporates four
digital channels (in addition to traditional offline channels)
most marketers are currently focused on improving
personalization within a single channel. The result is an
inconsistent experience for consumers, who interact with
brands on multiple digital channels before making a
purchase or abandoning their search.
75%
26%
SMS
5 Retail Marketing Technology Insights | December 2015

6. Winners in personalization will
be defined by the technology
they choose today.
Learn the THREE key criteria for
evaluating marketing tech in 2016
Download the Full Retail
Survey Report
http://page.pers.io/Win2016

7. About Persio
Persio’s multi-channel marketing and decisioning platform
puts the power of personalization into marketers’ hands.
Built to meet the needs of retailers, Persio works with with
marketers’ existing data sources, technology solutions,
deployment channels and identity resolution services to
establish a unified customer record so that marketers can
deploy data-driven and personalized campaigns across web,
email, SMS, mobile apps and other sales channels. Persio
empowers marketers to deliver relevant offers to customers
at their most responsive point. Learn more at www.pers.io.
1. IDC Research Web Conference. (2015, Jan 8). The Marketing Software Revolution:
Strategies for Buyers and Sellers. Web Conference. Retrieved From: http://www.idc.
com/getdoc.jsp?containerId=IDC_P31934
2. Skorupa, Joe. Second Annual Customer Engagement Tech Trends Study. Group
Publisher, Albert Guffanti. RIS News, August / September 2015.
12 Retail Marketing Technology Insights | December 2015