Personalisatie in retail vraagt om realtime benadering

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Consumenten worden nog steeds veeleisender en verwachten een persoonlijke benadering, zowel in de winkel als online. Grote generalistische marketingcampagnes verliezen hun kracht en maken plaats voor gepersonaliseerde boodschappen. Het liefst realtime, want dat is the moment of truth.

Door de snelle technologische ontwikkelingen is de manier waarop consumenten producten zoeken, kopen en betalen totaal veranderd. En de trend zet zich voort.Onderzoek Forrester Research verwacht dat meer dan de helft van alle omzet in de Europese detailhandel over drie jaar in mindere of meerdere mate beïnvloed wordt door digitale impulsen.

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