Over the past couple of years, the level of personalisation customers expect from retailers has rocketed.
A one off email using a recipient’s first name is no longer novel; today, marketers can (and should) adopt a cross-channel strategy that is driven and shaped by the customer.
What does this actually look like?
Well, instead of a customer receiving generic campaigns/messages that in no way resonate with them individually, they will receive the right message at the right time and on the best marketing channels for them.
To know what to send each customer, and the optimal time and marketing channels to do it, marketers will first need to have access to the following pieces of data: