A Customised Experience for Each Shopper?

09/12/14 at 7:31am

Fashion retailers have been systematically collecting data about their customers for years, tapping demographic information, often gleaned through catalogue subscriptions, as well as whatever customers were willing to share with sales associates in stores. But, special programmes targeting select high spenders aside, for many retailers, this information was largely used to build generalised profiles of archetypical consumers, not individual profiles.

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