21st Century competitive advantage: It’s all about the experience, and it better be personal
Personalization wasn’t supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need. – Seth Godin
OUR VIEW: We love this article and absolutely share the view. It’s never about what the tech can do, its about how it makes the customer feel. Price advantage is transitory, brand loyalty, though much harder to win, endures. The good news for fashion retailers is the whole industry is built on storytelling. Technology now delivers an incredible opportunity to put customer, everywhere, at the heart of this story.
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