Customer personalization at scale is possible for the first time in history as the convergence of powerful technologies, digitally mature customers, and an ever-expanding customer data pool has created retail’s “Perfect Storm.
Retailers are focused on creating seamless experiences across their multiple shopping channels, but today’s digitally mature customer has created their own channel, determining what they want to listen to and how they want to interact with retailers. If retailers aren’t focused on the only channel that exists now – The Customer Channel – then they run the risk of becoming irrelevant.
Millennials’ need to be heard, combined with their natural affinity for technology, is having far-reaching implications. As both their employers and their favorite place to spend, retailers must prepare for their impact.