Choreographing the omnichannel retail experience
Choreographing the omnichannel retail experience
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Twenty years ago, the extent of customer data collection in the retail space was knowing a buyer's name – if you were lucky. From that one kernel of information, marketing, and customer experience experts hoped to create targeted marketing profiles, build retail loyalty programs, and foster long-term relationships. Doing so successfully often felt more like reading the tea leaves than any sustainable operational method. The industry was naturally built more around the quality of merchandise than customer relations. But now, the growing prominence of retail omnichannel capabilities and user data collection have given retail brands a comprehensive view of their customers' deepest desires.

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