According to the recently released L2 Personalization Report:

• 56% of retailers want to deliver cross-channel personalization
• 52% of consumers say they buy more when they’re recognized across channels

As you might expect from such varied stats, the implementation of multichannel personalization is a bit choppy. Here’s a graph showing the levels of personalization brands are delivering today, versus where they want to be in the next few years. (Click for the full-sized version.)

Despite the gap between reality and intention, there are still lots of interesting things going on in the retail multichannel personalization landscape today.

We define “multichannel personalization” as experiences that are consistent across device type (web, email, mobile web, mobile app) and, where possible, the in-store experience.

Diving in deeper, the L2 Personalization Report finds that:

“Retailers are increasingly investing behind the technology solutions that provide a single view of inventory and enable omnichannel capabilities. L2 found that the number of brands providing real-time inventory transparency on site was up 26% year on year, while pick-up in-store has similarly jumped up 20 percent. However, even as brands accelerate on their omnichannel roadmap, many have failed to implement the critical layer of personalization to maximize the value of these investments to the consumer.”

Download this mini 9-page excerpt from the full report about cross-channel messages and personalization.

Then if you like what you read, download the full report: