Abstract

This IDC MarketScape assesses the capabilities and strategies of popular enterprise software vendors and specialty customer data platform (CDP) providers in serving the needs of retail and CPG companies and brands worldwide across industry segments (food and nonfood retail). Vendors are evaluated according to their success in designing, developing, installing, configuring, and maintaining the evolution of complete customer data platforms serving retailers. The target platform that is taken as a reference includes all of the core capabilities that enable customer experience differentiation and seamless commerce, customer loyalty, and marketing automation, along with the required operational efficiencies for profitability and business model agility.

"Consumer companies need to constantly deal with customers' data privacy and identity management as well as personalize livestream and immersive customer experiences," said Ornella Urso, senior research analyst, IDC Retail Insights. "Software vendors and CDP providers are rapidly evolving their customer data platform strategies and capabilities, enabling retailers and CPG companies to improve real-time experiences through the power of connecting data, people, and processes."

Coverage