Retailers have become so adept at capturing and analyzing consumer data that there is now a real risk that they might alienate customers by revealing just much they know about our lifestyle, habits, and preferences.
So if retailers want their big data investments to pay off, they must tread carefully. Big data exploitation in retail is no longer restricted to tracking and responding to broad trends; it’s become very personal. Which is great if the result is that customers find exactly what they were looking for; less so if it feels intrusive or invasive.To read this article in full or to leave a comment, please click here

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