Life in the Retail Space - Page 9

Conclusion: Personalisation is a lot more than a name on a bottle or initials on a scarf, but the success of these campaigns highlights the key point we are trying to make- shoppers love it when brands get personal. While personalisation may seem like a challenge, it has to be the next natural step for retail. Creating a meaningful customer journey should be top priority for retail brands this year, with digital technology facilitating this development. Those that seize the opportunity are likely to benefit from increased customer satisfaction and ultimately, brand loyalty, while those that do not, risk being left behind totally.