Ecommerce brands struggle with customer data
Ecommerce brands struggle to turn customer data into revenue in European markets with strict data rules like Germany and Austria, making it difficult to build a
For ecommerce brands operating in multiple European markets, a key challenge is turning customer data into revenue. When customer data is scattered across disconnected systems, it can lead to a significant gap between data and revenue, particularly in markets with strict data rules like Germany, Austria, and Switzerland.
This gap can result in campaigns that perform well but not as well as they should, making it difficult to build a complete picture of shoppers without manual effort across tools. Personalization may also be shallow, relying on basic details like first names and broad segments rather than individual experiences.
Identifying the Signs
There are several signs that indicate a CRM is holding an ecommerce brand back. Two key signs include fragmented customer data and personalization that doesn’t scale. Fragmented data means that customer information is not connected, making it difficult to drive purchasing decisions.
This fragmentation is the root cause of many growth problems, including broad segments, shallow personalization, slow activation, and unclear attribution. It can also create additional risks for brands operating under GDPR, as consent and preference records may be living in separate tools.
A unified customer profile can help change this by making GDPR consent traceable across channels and improving conversion, repeat purchases, and acquisition costs.
Scaling Personalization
Personalization at scale means sending the right message, built around the right products, at the right moment, triggered automatically by what each individual customer is doing. This requires a platform built on unified data, as teams cannot monitor every customer’s behavior in real time.
European customers, in particular, respond better to recommendations that clearly trace back to their own purchase or browsing history. Without scalable personalization, brands are left building targeted campaigns by hand, reacting to what customers did instead of anticipating what they’re likely to do next, and leaving revenue from repeat purchases and high-LTV customers on the table.
Guillaume Rouard, who is in charge of ecommerce and marketing at Stores-et-Rideaux.com, states that “With Klaviyo, we track everything, we segment properly, and we talk to customers at the right moment.” This approach has allowed them to see significant improvements in their email revenue, which now accounts for 26% of their total ecommerce revenue.
