Retailers Leave Their Brand Behind in Search of Sales

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Marketing torn between realities of the time and legacy strategies, new study from RSR finds

As long as ‘everyone’ is responsible for the customer experience, no one will really own it.

An explosion of communication and selling channels have presented a serious quandary for retail marketers, what RSR calls “The Uncertainty Trifecta” in its latest benchmark report, Customer Centricity 2.0: The Rise of the Chief Marketing Officer," sponsored by NCR and Oracle. Retailer survey respondents for the benchmark report that they don’t know who to target, are unsure how best to reach them, and most importantly have a hard time measuring the effectiveness of efforts that they make. They do believe that implementing new marketing technology platforms will help resolve many of these uncertainties.

“Retailers are stuck in the familiar syndrome of ‘asking for A and rewarding B”, said RSR partner Paula Rosenblum, co-author of the report, “They recognize the importance in building their brands, but still believe marketing’s primary objective is driving sales.”

Co-author and RSR partner Nikki Baird added that “We have yet to see the emergence of a single executive responsible for the customer experience. As long as ‘everyone’ is responsible for the customer experience, no one will really own it.” The study reveals that retailers are looking to digital marketing platforms and customer relationship management tools to help enable a single view of the customer within the enterprise, and present a single face to the customer across all channels.

RSR’s new publication, Customer Centricity 2.0: The Rise of the Chief Marketing Officer identifies the internal obstacles retailers face as they race to keep up with their ever more savvy customers.

The report makes recommendations on ways retailers can leverage existing content across channels, improve marketing’s performance metrics, and improve performance in a post-channel world.

To obtain a complimentary copy of the report, click here or follow this link:

About Retail Systems Research
Retail Systems Research (“RSR”) is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, and thought leadership and advice on navigating these challenges for specific companies and the industry at large. To learn more about RSR, visit


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Nikki Baird
Retail Systems Research
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Paula Rosenblum
Retail Systems Research
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