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Aptos, a retail technology provider, released findings from its latest survey, “Omnichannel Engagement Strategies of Retail Leaders,” which revealed a high adoption rate of mobile platforms and social media to engage consumers.

The results were announced today at ShopTalk in Las Vegas.

The survey of 100 retail marketing and e-commerce executives aimed to identify best practices in industry leadership, which ran online during the second half of 2016. Respondents included senior-level “decision-makers” of retail brands, ranging from Fortune 1,000 companies to small to medium-size retailers yielding less than $250 million in revenue.

According to the survey, 83 percent of leading retailers polled are leveraging mobile platforms while 89 percent use social channels to optimize personalized engagement with customers.

The continued rise of customization in retail was evident in the survey results, with 70 percent of respondents creating personalized content and offers based on purchase history, and 58 percent personalizing content and offers based on browsing behaviors.

Based on survey data that illustrated heightened consumer demands in a “buy-anywhere-fulfill-anywhere world,” retailers have evolved their strategies for order fulfillment. Flexible order management and supply chain capabilities that serve the customer proved to be important to retailers, as over 53 percent are enabled to drop-ship orders from vendors directly to consumers, and 67 percent have established a “near-real-time” view of inventory for their business.

Inventory accuracy is a critical part of today’s omnichannel approach.  Shutterstock / R. R. Bucud

Dave Bruno, the marketing director of Aptos, said, “In the retail environment today, all-encompassing omnichannel customer engagement strategies are absolutely critical.”

Bruno explained, “Our goal in conducting this research was to understand what separates leaders from laggards and identify best practices in this area. The survey findings make it abundantly clear: Leaders are committed to leveraging technology to drive engagement strategies and to power personalized content along with the agility to support seamless omnichannel experiences.”

The data also showed that 4.3 out of 5 leaders are refining the consistency of cross-channel information for their brands, and 4.2 out of 5 are seeking deeper interactions across all channels to allow for enhanced customer engagement.

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