B2B retailers plan to personalise the digital experience, says Episerver

By Elly Yates-Roberts on 29 October 2019

According to a new report from software company Episerver, over a third of business-to-business (B2B) retailers plan to personalise the digital experience in 2020. The report B2B Digital Experiences Report 2019: How Companies Are Meeting Rising Expectations highlights that decision makers are looking to automation and artificial intelligence (AI) to meet rising customer expectations.

As detailed in the report, of the 700 B2B decision makers surveyed, 84% believe that meeting increasing digital expectations from customers and partners is their top challenge. In a bid to achieve this, 36% of these organisations will prioritise creating more personalised content over the next 12 months, while 33% plan to improve the mobile experience.

As they look to the future of e-commerce, 82% of respondents say that they will use AI to personalise online customer experiences by 2022, and 60% say they will use the technology to replace human workers in marketing.

“Consumers expect more from organisations every day,” said Deane Barker, senior director of content management strategy at Episerver. “Unfortunately, the accounting department expects…well, less. Digital marketers are in a tug-of-war between rising expectations and dwindling budgets. With this report, we’ve looked at the factors pushing and pulling these teams toward their decision points.”