Retailers Doubt Marketing Proficiency, Study Finds

While the percentage of retailers who think they know about their customers is rising, fewer retailers think they're proficient in using that knowledge for marketing purposes. According to a new study from RSR Research, 36 percent of retail marketers said their customer loyalty program is a foundational element of their marketing strategy, compared to 32 percent last year. In addition, 28 percent of retail marketers said their company knows who its best shoppers are, compared to 22 percent last year. Yet only 15 percent said their company is proficient at targeted marketing across channels, compared to 18 percent last year.