MessageGears, the leading data activation and engagement platform for enterprise brands, has released new survey findings highlighting how enterprise retail brands are managing customer data for long-term success. Conducted in partnership with Hanover Research, the survey reveals a growing preference for composable data solutions, which offer brands greater control, scalability, and security.

Retail Brands Prioritize Data Control and Flexibility

“Many retail brands are realizing that the key to building customer loyalty lies in centralized customer data and direct access to that data within their marketing channels,” said Will Devlin, Senior Vice President of Marketing at MessageGears. “Enterprise retailers need technology that provides flexibility without locking them into predefined systems. They want control, security, and the ability to leverage their full dataset to enhance customer engagement.”

Key Survey Insights

  • Scalability is essential: 70% of enterprise retailers want to select and integrate additional components as their needs evolve, ensuring they can add capabilities on their own timeline.
  • Customization drives decision-making: 75% of respondents say platform flexibility heavily influences their martech investments.
  • Security is a top priority: Over 70% of retail brands seek martech solutions that enhance data security and compliance.
  • Data governance matters: 71% of retailers consider strong data management and governance critical when choosing a platform.
  • Accuracy is key: 78% of brands are prioritizing solutions that improve data accuracy and quality control.

Composable Tech for Agility and Performance

Enterprise retailers increasingly recognize that composable technology enables more agility and better data-driven decision-making. By moving away from rigid legacy platforms, brands can prioritize flexibility, security, and accuracy—essential components of a high-performing, future-proof martech stack.

“Retail brands are looking for every possible competitive advantage in customer engagement,” added Devlin. “Data accuracy, security, and governance—combined with flexibility and composability—are critical for a strong technology stack. Proximity to data is no longer optional; it’s essential for success.”