“In the age of AI, algorithms and recommendation engines, digital consumers have become used to more targeted and relevant messages so we need to bring this in store too. Personalisation has become our sixth sense.
More than a third of consumers interviewed for the report (38%) said that feeling like the experience was personalised to them made them more likely to purchase something.
The challenge now is to use the data to take the in-store experience to the next level. We need to pull in the best of both worlds, combining the personalisation enjoyed by e-commerce consumers, with the sensory tools that are already starting to lure shoppers back to the high street.”