Majority of retailers plan to invest in ‘transformative technologies’

Over half of UK-based retailers have plans to ramp up their service by introducing ‘transformative technology’ within the next 12 months, an industry report has revealed.

The digital marketing challenger agency, QueryClick, has today released The CMO Performance Report 2018, which has found a significant number of retailers plan to invest in technology including machine learning and voice search to enhance their digital marketing campaigns.

The report, which includes a survey of over 150 chief marketing officers for UK consumer brands with a revenue of over £150 million and an e-commerce offering, found that 66% of CMOs will focus on the development of their digital footprint through the increased use of technology through the increased use of technology over the next 12 months.

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The survey also found that over half (53%) of retailers will invest in voice search technology within the next 12 months.

Overall, 75% of CMOs said their brand will change its SEO strategy to ensure it appears in voice-led search results, of those, 43% said they would do this within the next 12 months. 32% said they would make the changes in over 12 months’ time.

Chris Liversidge, founder and CEO of QueryClick, commented: “Consumer attention is under an unprecedented assault from brand messaging and content across more channels than ever before, and retailers are fiercely competing for their share. Amidst the challenges however lie opportunities for retailers able to rebuild their strategies using data science to truly understand what consumers want, and consistently engage with them.

“An investment in digital, including machine learning technology, that allows retailers to track and unify the customer journey across all channels, and allows them to deliver timely, targeted messages to capture demand, is fundamental to their success.”

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