Consumer trends have never been put on hold and the pandemic is only accelerating many trends that are already being observed. As more people buy online, more data is created and data feeds personalisation.
Even though people right now are purchasing more essential products, consumer data allows organisations to sell those products more effectively and to forecast future behaviour. To be able to sell more effectively to individuals, brands must be capable of speaking to each and every person and meeting their current needs. To attract and retain customers you need to know them first.
To be pertinent and have the ability to engage customers in times of upheaval brands must have immediate access to quality data from which to extrapolate meaningful insights, and be agile enough operationally to then quickly react to those insights, to adapt, innovate, and change course to win over consumer hearts.