How Identity-Driven Innovation Is Rewriting the Rules of Commerce
Direct-to-consumer brands are transforming the retail landscape. Credit their runaway success to one-on-one consumer interactions unfolding in real time — a marketing revolution rooted in knowing customers from the jump, and leveraging first-party data to develop relationships that grow deeper and richer with each interaction.
The most successful and most disruptive DTC brands have built their entire foundations on identity — in its most basic sense, the connection point between brand/customer engagements, whether online or off, past or present. But the technological mechanisms for identity-based marketing are available to every retailer, not just DTCs — and every retailer stands to benefit massively from making identity the cornerstone of its customer engagement efforts.