There was a time when the neighborhood grocer knew all of his shoppers by name, and more importantly knew their shopping habits and preferences. It enabled a level of personalized service that benefitted both parties tremendously.
Through the use of technology and the data-driven insights it provides, the opportunity exists for that kind relationship to return. Personalization can now be scaled across a broad customer base with online tools and digital communications channels.
The path retailers follow to reach this point can be described using a four-stage maturity model, through which retailers progress toward the adoption of an always-on approach in which individual customers’ needs are anticipated.
By examining this maturity model, retailers can see where they stand on the continuum and what they need to do to progress to the next level.