25th June 2019

Key trends from eTail Europe 2019

Last week Account Director Jonathan Lenz attended one of the leading retail tech conferences, eTail Europe 2019, which took place at London’s Queen Elizabeth II Conference Centre. The event brings together some of the most influential people within ecommerce and omnichannel retail. Below are some of the key themes from this year’s event.

1. CMOs are unable to take advantage of customer data

Despite consumers generating more data than ever before, CMOs are struggling to derive actionable insights from the mountains of data at their disposal. There is currently a shortage of data analysts available within the industry to mine this data and finding and retaining these analysts will be key in the years to come.

2. It’s a fine balance between personalisation and privacy

In this post-GDPR world how are brands striking the right balance between personalisation and privacy? And how can they do so in a way that improves customer experience? Retailers have a huge opportunity to show customers what data does to improve their experience and empower customers to take an active role in creating that experience. Instead of hiding all the hard work that goes into creating data-driven personalised experiences, retailers need to start showing off — from explaining the adaptability of responsive journeys to demonstrating personalised product recommendations to providing examples of dynamic content.

When faced with GDPR’s “right to be forgotten”, retailers need to give customers a “reason to be known”. Balancing personalisation and privacy starts with keeping customers at the heart of your data strategy. It’s their data; they’re just lending it to you and trust and transparency for them is key.

3. AI is here to help not replace marketers

When AI is embedded in marketing, marketeers are freed up to spend more time using it to unify and improve customer experiences instead of having to worry about time-consuming and complex tasks such as analytical model development, data integration, and algorithmic optimisation.

Rather than leaving marketeers jobless, AI actually lets them focus more on the core pillars of the discipline – as trends in customer behaviour are automatically discovered and presented in real-time, professionals can then use the data to drive new content and product innovation.

4. The challenge of delivering a seamless customer experience across all channels

Today’s omnichannel model depends upon delivery of a seamless, consistent customer experience across each channel in which a brand operates. This means consistency of brand, message and usability, whatever the platform or device. A reason why it’s so important to ensure that websites are responsive and allow the same ‘experience’ regardless of whether visited via mobile, tablet or PC. Despite marketers being aware of the importance of delivering a seamless experience research from Deloitte’s shows that only 7% of brands are confident they are actually delivering on this.