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How Data Integration Helps Retail Companies Create Personalized Customer Experiences

How Data Integration Helps Companies Create Personalized Retail Customer Experiences

Personalization is important because it helps organizations drive revenue and improve loyalty. As a matter of fact, a 2022 study indicated that 86 percent of customers are more likely to incline towards personalization. 

But even with numbers like that, your retail business probably isn’t offering personalized customer experiences as effectively as top-notch retailers. Why not?

It’s not as if you don’t have enough customer data. You have access to enormous quantities of data–invoices, customer transactions, demographics, and more. With all that information available, your business should be able to create personalized customer experiences and deliver the value promised to customers. But that’s easier said than done. 

The problem is that customer data is spread across disparate silos, making it inconsistent and fragmented. Many retailers fail to have a unified view of customer data that is required for effective personalization. 

Different Approaches to Deliver Personalized Customer Experiences

In pursuit of personalization, retail companies have tried multiple approaches, including having IT integrators create custom codes and build data mappings to implement data connections. But that can be time-consuming, costly, and labor-intensive, taking weeks or months of calendar time. 

Another approach involves technical staff entering data into databases, but that is another complex task. To add to the complication, disparate business applications keep changing frequently, making it common for retail ecosystems to have dozens of systems in place. Whenever a retail company adopts a newer, better system, the brittle connections have to be rebuilt, resulting in more time and greater expense.

These approaches have become obsolete. A modern method for companies to deliver personalized customer experiences is self-service integration. 

Self-service Integration Can Be a Game Changer 

Self-service data integration solutions enable non-technical business users to implement data connections much more quickly, securely, and effectively. Business users can rely on pre-built application connectors, shared templates, AI-data mapping, intuitive screens, and dashboards to create data connections with speed and precision. 

At the same time, IT is freed to devote its time to more high-value, strategic business priorities. IT teams need not create custom codes and implement data mappings. Instead, they can drive more strategic tasks. 

When business users can connect with customers sooner, they can identify their needs and requirements and deliver on them. And when business users deliver the value promised to the customers faster, it becomes easier for them to create personalized customer journeys. 

Those satisfied customers are more likely to buy more products or services from the company. Ultimately, this helps companies grow new revenue streams in business. 

In short, self-service integration solutions enable companies to create personalized customer journeys and grow revenue. 

To learn how Adeptia’s self-service data integration solution enables retail companies to deliver personalized experiences, schedule a demo today!