{"id":9517,"date":"2025-10-21T02:18:09","date_gmt":"2025-10-21T06:18:09","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/21\/4-factors-to-avoid-retail-marketing-tech-stack-bottleneck-in-2026\/"},"modified":"2025-10-21T13:38:09","modified_gmt":"2025-10-21T17:38:09","slug":"4-factors-to-avoid-retail-marketing-tech-stack-bottleneck-in-2026","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/4-factors-to-avoid-retail-marketing-tech-stack-bottleneck-in-2026\/9517\/","title":{"rendered":"4 Factors to Avoid Retail Marketing Tech-Stack Bottleneck in 2026"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Cory Whitfield, VP, Enterprise, <a href=\"https:\/\/www.listrak.com\/\">Listrak<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The biggest problem for retail CMOs and their marketing and e-commerce teams isn\u2019t vision; it\u2019s execution.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When Nike <a href=\"https:\/\/adage.com\/creativity\/creative-strategy-tactics\/aa-nike-why-do-it\/\">made headlines<\/a> with its &#8220;Why Do It?&#8221; campaign, a new take on its iconic &#8220;Just Do It&#8221; slogan, reports noted the bold move follows a sustained sales slump.\u00a0 When the brand <a href=\"https:\/\/www.thedrum.com\/news\/2025\/05\/07\/how-amazon-using-ai-solve-advertising-s-most-pressing-problems-pepsico-and-others\">returned to Amazon<\/a> this spring after a six-year hiatus, the move was seen as a reversal of the brand\u2019s 2019 decision to focus on DTC, a well-documented shift where arguably a bold vision ran into tech alignment and execution challenges.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a statement provided to the media at the time of the Amazon return, the company said it is focused on \u201cinvesting in our marketplace to ensure we\u2019re offering the right products, best services, and tailored experiences to consumers wherever and however they choose to shop.\u201d One example: The brand also announced the rollout of an AI-powered conversational search experience on its owned platforms.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With the arrival of fall and the start of Q4, the race to the end of the year is on. Retail marketers are deep in 2026 planning, which means roadmaps, budget reallocations, and replatforming decisions are happening now and AI is on the top of everyone\u2019s mind, however few admit their current tech stack can\u2019t support it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Tech Stacks Support Marketers&rsquo; Visions<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Retailers have spent years layering bolt-ons and custom integrations onto aging marketing stacks. The problem?\u00a0 Most outdated marketing clouds were built for IT teams, not CX leaders, which can mean journey builders that require engineers, audience builders stuck in batch logic and APIs and delays everywhere.\u00a0 And yet, many retailers stay put however out of sunk cost or internal inertia.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For marketers looking to ensure their tech stack can support their bold visions, here are few factors to keep in mind:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SMS Compliance Must Be Paramount.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">SMS isn\u2019t just another \u201cchannel;\u201d it is a regulatory minefield.\u00a0 TCPA is evolving state by state. New rules around holidays, hours, and consent aren\u2019t optional.\u00a0 TCPA and SMS regulations are getting stricter, and most platforms aren\u2019t built to help brands navigate this risk.\u00a0 Most outdated marketing clouds offer little to no compliance guidance, just disclaimers.\u00a0 Look for platforms that can offer greater strategic support.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Consider Shopify\u2019s Enterprise Momentum. <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Shopify\u2019s move into enterprise is forcing the ecosystem to mature, and outdated vendors aren\u2019t keeping up.\u00a0 Shopify\u2019s rise into enterprise isn\u2019t theory; it\u2019s reality.\u00a0 They\u2019re now powering household names and global brands, and their tech partners are being forced to evolve upstream.\u00a0 Outdated marketing clouds don\u2019t play well in this ecosystem, technically or commercially.\u00a0 Look for composable, native, scalable partners that match Shopify\u2019s velocity.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Double Check for Hidden Fees. <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The last thing marketers want is to see fees rising while engagement is dropping and unsubscribes are climbing. To make sure you effectively manage costs, remember that platform fees are just the start. Watch out for hidden fees, annual increases, contact fees, consultant dependency or costly IT hours to do basic tasks.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Look for Identity + AI.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Personalization isn\u2019t new; precision is.\u00a0 AI without identity is just noise and real-time execution without unified data is just \u201cspray and pray.\u201d Today, it\u2019s essential to unify data, identity, and cross-channel execution inside the platform\u2026 not across 12 tools.\u00a0 Forward-looking vendors have already leaned into identity-resolution infrastructure.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Bottom Line<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Heading into the remainder of 2025 and looking ahead to next year, retail marketers are not facing a strategy gap; they are grappling with a tech alignment problem. Most retail CMOs know exactly what kinds of experiences they want to deliver \u2013 but they just can\u2019t execute it with the tools they have.\u00a0 For those marketers who find themselves in this predicament, know that you\u2019re not alone, and you\u2019re not stuck. There are platforms built for this new era&#8230; some composable, some hybrid, but all focused on helping marketers actually execute.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Making a tech-stack adjustment doesn\u2019t have to mean upheaval. One global retail brand recently shifted its behavioral triggers and automated campaigns to a modern platform that could handle real-time identity resolution and compliance, while keeping their batch marketing messages on their existing corporate marketing cloud, taking a hybrid approach that is becoming the norm for brands seeking maximum impact with minimal disruption.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By making sure your tech stack is aligned to support and execute on their visions, marketers will be best positioned to win in 2026 and beyond.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By making sure your tech stack is aligned to support and execute on their visions, marketers will be best positioned to win in 2026 and beyond.<\/p>\n","protected":false},"author":7,"featured_media":9518,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[16],"topics":[2],"class_list":["post-9517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Factors to Avoid Retail Marketing Tech-Stack Bottleneck in 2026 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/4-factors-to-avoid-retail-marketing-tech-stack-bottleneck-in-2026\/9517\/\" \/>\n<meta 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