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As customers increasingly demand personalization, traditional retailers should develop targeted offerings to deliver a remarkable retail customer experience.
In today’s online era, a huge potential lies for all consumer-facing industries to fuel a new phase of growth. Personalization for retail customers can give them more control over what they see, when and how.
Amazon, for example, was a pioneer in the personalization of content. From the moment a prospective customer creates an Amazon account, the company collects data that allows it to personalize offerings based on preferences, recommendations and habits. Thus, it enjoys an outstanding track record in converting one-off shoppers into loyal customers.
Additionally, Amazon leverages the customer insights to link social media to its sales strategy (social commerce). Its AmazonLocal shoppers can save up to 75 percent on restaurants, spas, entertainment and more.
By leveraging the untapped hinterland of their own customers, traditional retailers can customize their social media offerings and compete with retail e-commerce players.
Read the full point of view: Winning the Retail War: How to Compete with the Internet Pure Plays
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September 4, 2012
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