Total retail: The future of retail relies on smart data

David Clements
Dunnhumby

Admap: Total Retail

This article is from the July/August 2014 issue of Admap, which focuses on 'total retail' marketing strategies.

The future of retail is about offering a personalised and seamless experience. In real terms, this means offering the customer what they want, when they want and how they want it.

Technology is transforming not just the way we shop, but also the way we live our lives. More than ever, we are 'always on'. In our multichannel world, consumers are surrounded by thousands of marketing messages a day. The trick is to deliver value to customers by using insight to make the media they experience more relevant and more personal. As customers increasingly switch between channels in ways that suit them, retailers must keep up and not be siloed in their thinking or their activity.