The holidays are just around the corner, but this year perhaps it shouldn't just be the kids worrying about whether they've been naughty or nice. The last couple of years have been a period of accelerated digital transformation across the retail sector, as brands shifted their focus to ecommerce in the face lockdowns, social distancing and the general disruption wrought by the pandemic.

This switch to digital-first has brought with it a new set of rules for engagement, with personalisation and customised digital experiences becoming the battle ground for attracting consumers and engendering loyalty. By tailoring thousands of individual touchpoints, brands can enrich their relationship with consumers, alongside boosting basket value through mechanisms such as suggested purchases and special offers.