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 loyalty

Firstly, 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.