With the rise in shopper behaviour becoming increasingly data driven, ‘Personalisation’ is gradually becoming more prevalent to target shoppers.
Shopper loyalty schemes have provided a basic method to data capture, but more advanced techniques, such as Web 3 and the Digital Village, will provide an opensource data-owned environment to securely share personal information, making the shopper less suspicious and less guarded. Retailers and brands are gradually realising the potential and opportunities of Web3 tools to tackle their own sustainability targets and offer exciting engagement tools for their customers to discover.
Moving forward, customer-centric retail is essential as shoppers will expect relevancy through predictive behaviour – very much a two-way process between the brand & customer – built on awareness, nurture & trust. With the in-store experience becoming intelligent, predictive retail will give customers what they want, as soon as they want it – or sooner!