Retailers collect vast amounts of customer and operational data across systems such as POS, ERP, and CRM.
Despite this abundance of data, personalisation often remains inconsistent and ineffective.
A clear gap exists between perception and reality: 92% of retailers believe they deliver personalisation, but only 48% of consumers agree (Deloitte, 2024).
The real challenge is not insight but activation, turning data into real-time, contextual actions across the customer journey. Download the Playbook to learn more!
Retailers gather a wealth of customer data from sales and performance to supply chain and customer metrics, from POS and ERP to CRM systems. Yet while data is richer and more plentiful than ever, personalisation still often feels random and inconsistent.
Figures from Deloitte (2024) show that while 92% of retailers surveyed believe they effectively offer personalised experiences, only 48% of consumers agreed. It exposes a sizeable disconnect.
The problem is not a shortage of information. The true culprit is a lack of real-time action where it matters: in-app, at the shelf, at the checkout, and in the moments immediately after a customer interacts with a brand.
Insight only creates value when it prompts immediate, contextual action. But in many organisations, insight stays locked in analytics teams while activation is executed by marketing, promotions and operations. The two disciplines are separated by slow decision cycles and campaign-centric processes, while traditional tech stacks are optimised for analysis, not execution.
Through this playbook, you can gather insights on how retailers can turn customer data into real-time, contextual actions that power more effective personalisation, close the gap between insight and activation, and deliver meaningful engagement across every customer touchpoint.
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