Personalization of Customer Experience in Retail Industry

Extensive data collection by e-commerce platforms has immensely helped to boost sales by acquiring customers over omnichannel touchpoints. The dynamic personalization that these platforms attempt over these touchpoints is highly contextual. Traditional brick and mortar retailers have grappled here, where-in they could not utilize their data repositories to engage with and acquire new customers. Also, traditional retailers have been more concerned with profitability and optimization of their operations rather than with personalization and the in-store customer experience.