Why personalization (still) matters paid SoftServeInc
), many retailers still think personalization is out of their reach. Some have found success in implementing personalization strategies, but many only execute surface-level tactics that belie the power and impact of well-cultivated customer experiences on revenue and retention.SoftServe
Data is the foundation of every personalization program, and a personalization program is only as good as a retailer’s customer data. Retailers collect large amounts of data across systems and customer journey points. However, many retailers contend that with data in disparate locations across the organization, ownership across different teams, or legacy systems’ idiosyncrasies—the foundation is anything but sturdy.
Design thinking methodology cultivates a deep understanding of customer needs and desires, and is built on, and fueled by, data. To develop a 360-degree view of customers, retailers must leverage data and advanced technology.Knowing the customer comes through analyzing current customer data as well as consumer and industry research. Most retailers collect a great deal of customer data, but few realize how much knowledge is at hand.
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