If Target could do it, so can you...
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Target raised many eyebrows when it used deep customer data to predict a teen's pregnancy and market maternity products to her (article). They went too far. But the underlying trend is being followed by many large retailers: data is a key cornerstone of marketing and can be used to personalize customer interactions and improve the bottom line. We don't advocate crossing the privacy line. But when used rationally, data improves the customer experience.  How can small retailers benefit from the big data trend? Given the explosion of smartphone use and proliferation of low cost online services any retailer can become ...

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