Key findings
Data analytics enhance omnichannel strategy
As retailers endeavour to craft an effective omnichannel strategy, respondents highlighted data analytics platforms and tools (50%), customer relationship management systems (37%) and data-driven decision-making (36%) as the most important technologies to their efforts.
Improvements in data-led decisions
E-commerce organisations across the DACH region are making steady but consistent progress toward becoming truly data-led in their decision-making. Eighty-five per cent say their ability to make data-led decisions has increased slightly in the past two years. Encouragingly, it has decreased for nobody.
Data quality and accuracy remains a priority
Data quality and accuracy (46%) continue to sit atop the list of priorities retail leaders have when striving to level up their data analytics capabilities. Interestingly, data security and privacy were only selected as a top priority by 17% of respondents.
Understanding customer needs is key for AI
A successful Artificial Intelligence (AI) strategy means knowing what consumers want from any customer-facing Generative AI solutions. Asked what they think their customers want from Gen-AI solutions, 24% said tailored recommendations and 23% answered hyper-personalised content.
AI strategies align with business objectives
Our research has found that many DACH retailers' AI implementation strategy is aligned with their business objectives. One hundred per cent of respondents told us their strategy is either greatly (56%) or slightly (44%) aligned.
Of respondents say their organisation's ability to make data-led decisions has improved at least 'slightly' over the past two years.
"The biggest barrier to leveraging data isn’t just technology—it’s data fragmentation. Responses highlight inconsistent collection, siloed information, and lack of integration as key challenges. Without a single source of truth for product and customer data, businesses struggle to extract actionable insights. To succeed, brands must unify their data, ensure consistency across channels, and eliminate silos. A strong product information foundation enables businesses to trust their data, act on insights, and deliver seamless omnichannel experiences—without guesswork."
Marcus Albrecht, Director of Customer Success CEE & APAC, Akeneo
