Whitepapers

Client Challenge: A major retailer wanted to measure the impact that TV advertising had on actual purchases, while targeting a granular audience of home improvement shoppers. It also wanted to see if audience-targeting was more effective than traditional planning and buying methods.

An IBM study about consumer willingness to share data with retailers is featured in this summary by Retail-Merchandiser.com. Although a large amount of consumers are willing to share personal data, the key finding is that they expect a personal experience in return. It is imperative that retailers go about using data in such a way that it results in customer trust and loyalty.

The days of "brick and mortar" and over, but simply relying on e-commerce won't cut it either. To succeed in today's environment, you need integrated retail strategies that break through traditional silos.