Consumer data and the need to humanise it | WARC | The Feed

As today’s consumers shop across multiple channels and display different preferences depending on the channel, marketers have to humanise the data they collect to better understand evolving consumer preferences and deliver hyper-personalised experiences.

Why it matters

With consumers adopting an omnichannel approach to shopping, brands have to reimagine the store of the future and drive customer engagement by making it a place for micro fulfilment or a centre for data collection.

Takeaways