By Hilary Milnes.
In a brutal retail landscape cast in Amazon’s ever-expanding shadow, brands’ ability to gather, understand and react to customer-driven data has hit a do-or-die point of urgency. As a result, no part of the customer journey is safe from data collecting — not even the fitting room.
“What’s most important for retailers when using data and technology to interact with customers is that they actually respond to what customers want and don’t want,” said Sara Bamossy, chief strategy officer at the agency Pitch. “Every time a customer comes in and out of the fitting room, they’re demonstrating a choice about your product.”
Read more at Glossy.