Retailers must now increase relevance and personalisation

For years, retailers have been aware that they need a single view of the customer in order to provide a consistent experience across multiple channels, but most have had only limited success in achieving this goal.

Now, trends in technology and customer behaviour are moving the issue up the agenda, and retailers need to think about how to knit various changes together to win the customer’s trust. Developing and executing the right proposition will be the key.