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

• Brands can enhance one-on-one commerce by using data to design tailor-made products and services for consumers.
• Connected commerce is a change from anytime anywhere commerce to a new...