Dive Brief:

• 75% of retailers either already do or are planning to identify shoppers when they enter their stores, according the 2014 CRM/Unified Commerce Benchmark Survey from retail management consulting firm Boston Retail Partners. 

• Those still working on it plan on having systems in place within five years. Customer experience and engagement are among the top three priorities of 95% of retailers according to the survey of North American retail companies.

• Several of the retailers surveyed said they have created a senior-level position that works with their IT departments to step up marketing technology strategies.

Dive Insight:

Boston Retail Partners has found that retailers are putting resources into smoothing out their in-store and online capabilities. Hopes are to collect, analyze, and seamlessly provide information about products, pricing, and inventory to their customers, and collect information on customers, all in real time.