From data to results: Why activation defines success in retail and e-commerce

The challenge lies in activating that data to create meaningful, timely experiences that drive real business growth. Without effective data activation, businesses risk missing the opportunity to connect with customers in ways that feel personal, relevant, and valuable - ultimately leaving growth on the table.

Here's why data activation is the key to success, and how leading companies like Odido, NS International, Just Brands, and Essity are using it to overcome common challenges.

Why activation is the new competitive edge
Retail and e-commerce businesses face a common set of persistent challenges that stand in the way of growth - from fragmented data to poor retention. Below are five of the most critical issues brands struggle with online, and how data activation is turning each one into a strategic advantage.

Fragmented customer data
In retail, customers interact with brands across multiple touchpoints - from physical stores to websites, mobile apps, and customer service. However, data from these channels often remains siloed, leading to fragmented customer experiences. By unifying data from both online and offline sources, businesses can create a consistent, omnichannel journey. Whether a customer starts online and finishes in-store (or vice versa), real-time data activation ensures continuity and relevance at every step.

Scaling personalization
Personalization at scale is one of the toughest challenges, especially when dealing with large customer bases. Whether using a CDP, data warehouse, or composable setup, businesses can leverage real-time insights to automatically personalize content, product recommendations, and offers. This ensures that each customer interaction is relevant and timely, ultimately leading to higher engagement and customer satisfaction.

Cart abandonment and returns
Friction in the purchase process - whether it's cart abandonment or high return rates - can erode revenue and customer trust. Cart abandonment is often driven by distractions or irrelevant offers, while returns may result from mismatched expectations. With real-time data activation, businesses can address both issues: sending timely, personalized nudges to recover carts, and using behavior and preference data to guide customers to the right products upfront, thereby reducing returns.

Customer retention
Customer loyalty can be fleeting, especially in fast-moving industries. By using data to track customer preferences, behaviors, and lifecycle stages, businesses can deliver targeted retention campaigns that keep customers engaged and coming back. A unified data solution provides the foundation for these long-term relationships.

Inefficient marketing campaigns
Many marketing strategies cast too wide a net, leading to wasted spend and lower ROI. With a centralized data solution, businesses can unlock deeper insights into customer behavior, allowing them to segment audiences more precisely and deliver more effective, personalized campaigns. This leads to better targeting, improved conversion rates, and higher return on ad spend (ROAS).

How our customers are driving results with data activation

Odido - Steering 85% of the journey with real-time orchestration
Odido guides customers through a complex journey across multiple touchpoints - online, in-store, and through customer service. With our help, Odido implemented Maestro, a real-time orchestration platform that uses customer data to personalize each interaction, ensuring that customers always receive the most relevant message at the right time.

As a result, 85% of customer journeys are now influenced by Maestro, improving engagement, conversions, and customer satisfaction.

NS International - Reducing cart abandonment by 15%
NS International faced high cart abandonment rates on their booking platform. By implementing real-time behavioral tracking and personalized interventions through their CDP, they were able to send timely reminders, personalized offers, and discounts.

This led to a 15% reduction in cart abandonment, improving their booking conversion rate and enhancing the overall customer experience.

Essity -Boosting revenue by 38% with personalized newsletters
Essity sought to boost its direct-to-consumer sales, particularly for sensitive products like incontinence care. By leveraging insights from their CDP, they personalized email content and product recommendations based on individual customer behavior and preferences.

This targeted approach led to a 38% increase in revenue from their DTC initiatives, enhancing both customer engagement and loyalty.

Takeaway: Data is only valuable when you activate it
It's not enough to simply collect data. The key to success lies in activating that data, transforming it into personalized, real-time experiences that boost customer loyalty and business growth. Activating your data is the key to building stronger relationships with your customers and improving bottom-line performance.

At GX, we specialize in helping businesses understand their unique needs and select the right data solution - whether that's a CDP, data warehouse, or a composable setup. Our experts guide you through every step, from integration to activation, ensuring your data is working for you.