Marketing Budgets, Staffing, and Process Metrics 2026/2027: Chapter 12: Retail

Chapter 12 provides comprehensive benchmarks for marketing function metrics in the retail industry, which includes organizations that sell goods and services directly to consumers through physical stores, e-commerce platforms, and omnichannel models. This industry spans general merchandise retailers, specialty stores, apparel and footwear brands, grocery chains, big box retailers, and direct-to-consumer (DTC) companies. The 24 respondents in this sector vary significantly in scale, ranging from organizations with annual revenue exceeding $820 million to those with revenues below $720 billion.