3 Steps to Influencing Brand Preference

Retailers "know" their shoppers by building deep, data-rich customer profiles of behavior patterns, preferences and needs. These unified customer profiles drive every aspect of a brand's marketing strategy; it's the decoder ring to success.

Successful brands use these data-rich customer profiles to drive personalization and omnichannel engagement campaigns. Personalization means more than using the shopper's name. It means leveraging behavioral data to mirror the shopper's tone and preferred channel and type of interaction. Coupled with omnichannel campaigns, consumers stay engaged for longer periods of time with brands that focus their interaction strategies on consumers’ intent rather than channel. That means starting and driving engagement across all channels, not just email.