Compare your shopping habits today to those of even only two years ago and chances are they look vastly different. Better e-commerce user experiences combined with rapid mobile adoption and the emergence of the Internet of Things (IoT) are making omnichannel retailing the norm, not the competitive frontrunner it once was. This new digital reality is becoming undeniably evident in the brick and mortar world as more well-known retail brands shutter physical stores and expand their online operations.
As retailers know all too well, omnichannel retailing is not easy. Reaching customers over a growing variety of different channels, apps and devices creates multiple challenges, and most of them relate back to identity data. In the old brick and mortar world, customers could remain anonymous because retailers were able to upsell and cross-sell to them while they were in the store. You could draw customers to you with a healthy mix of advertising, good customer service, quality merchandise and fair pricing, factors that didn’t depend on knowing your customers as individuals.