• How are you helping clients unlock the full value of their customer data—beyond campaign targeting—to drive real-time product, pricing, and fulfillment decisions?
  
  
• What’s the next frontier of personalization—and how can vendors design ethically-grounded, AI-powered engines that scale without overstepping consumer privacy?

In many cases, clients are sitting on a gold mine of data, in particular customer and product data. The key is in unlocking this data in a way that is scalable and repeatable. Many retailers market to a large number of repeat buyers, and so data needs to support this cyclical relationship, not just first-time purchasers.

Customer data is just one part of a good data strategy. In today’s climate, where consumers are still looking to stretch every dollar, being able to have a deep well of product and offer driven content and pricing is essential to being able to personalize the customer experience. Vital today is the ability to be relevant and present consumers with the right product, the right offer, at the right time, which in turn drives conversion, both in-store and online.

Achieving this level of personalization, known as hyper-personalization, requires more than just insight; it demands activation. Hyper-personalization is a data-driven approach that goes beyond traditional 1:1 marketing. Rather than relying on personally identifiable information (PII), it uses aggregate insights into consumer behavior, product preferences, offer responsiveness, and closed-loop measurement. This enables a 1-to-few strategy that delivers personalized, relevant experiences at scale, cutting through the noise of today’s crowded retail landscape.

The next frontier of hyper-personalization, will inevitably be driven by AI, which can curate the full performance driven experience for the consumer by processing and deciding on thousands of variations of product, offer and creative in near real-time. The payoff is substantial. Retailers who embrace hyper-personalization are likely to see meaningful gains in performance and conversion. In an era where relevancy drives loyalty, those who can operationalize hyper-personalization will gain a durable competitive edge, and those who don’t risk being left behind.