Forget Customer Convenience, Amazon Go Is Really About Customer Data

Note: a version of this article originally appeared in Retail Dive. It’s far from certain whether Amazon Go represents the future of shopping, but it certainly feels like shopping in the future. The checkout-free convenience store’s new location in downtown Chicago — the first to open outside of Seattle — is every bit as high-tech …

How the GDPR Will Revolutionize Retail Marketing

Note: a version of this article originally appeared in Internet Retailer. We’re now several months removed from the General Data Protection Regulation (GDPR) dropping across the European Union — and the Y2K-esque panic accompanying its debut turned out to be more bark than bite. Sure, the first few weeks saw an initial burst of consumer …

119 Billion Reasons Why Brands Must Control Their Customer Data

Note: a version of this article originally appeared in MarTech Today. In late July, Facebook woke up to the largest one-day loss by any company in the history of the U.S. stock market, dropping $119 billion (roughly one-fifth of its market value) after posting slower-than-expected user growth in its Q2 earnings report. For those who …

Without Identity, Retailer Ad Retargeting Misses the Mark

Note: a version of this post originally appeared in Marketing Land. “Are we there yet?” As any parent who has endured a summer road trip with young, easily bored children can attest, there is no question more annoying. Especially after hearing it repeated ten times… within the first half hour. Sound familiar? If you’re a …

Webinar: The Age of Individualization

Increasingly, retailers are focusing on individualization to meet and exceed the expectations of the always-on, omnichannel consumer.  But individualization’s true innovators are using identity resolution technologies as the foundation of their customer engagement strategies, including paid media. This webinar will deliver actionable steps to progress your retail brand’s marketing efforts from segmentation to individualization. Learn …

Smart marketing still hinges on humanity, not technology

Note: A version of this post originally appeared in MartechToday. Remember what life was like before we had smartphones? We scrolled through inches of white pages without a thought, carried impossible-to-fold maps wherever we traveled and never left home without pocket change. Now it seems as if we think everything would work better if it were …

Swift Shifts in Marketing Spend Aren’t Enough to Stem the Amazonian Tide

Note: A version of this post originally appeared in Marketing Land. After decades of trying to fill a brand’s proverbial leaky bucket — continually flooding it with acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide. According to a recent Gartner survey of CMOs, marketing leaders are now …

How Amazon Is Minting a New Generation of Customer Data-Obsessed Companies

Note: A version of this post originally appeared in Forbes. No brand is safe from the awesome power of a superior customer experience. Consumers — particularly young ones — have shown that they will rapidly shift loyalties to brands delivering an overall experience that is more personalized and easier to use, both online and offline. Amazon’s …

The Most Under-Tapped Marketing Opportunity: Existing Customers

Note: A version of this post originally appeared in Forbes. Call it “The Retail Apocalypse.” Call it “The Amazon Effect.” Call it what you will, but the facts are plain: the retail industry is in crisis.  Bankruptcies are skyrocketing, and Amazon is gobbling up market share and expanding capabilities at a nigh-unbelievable rate. Some consider the current shakeout …

3 Foolproof Tricks to Identify Your Customers This Halloween

Every day is Halloween for brands who can’t recognize their customers. Failing to identify customers across devices and channels is like failing to identify Halloween revelers obscured behind masks and makeup. If you don’t know who you’re engaging, you have no context for interaction, and the conversation inevitably takes a frightful turn. But every day …