You have been a retailer for many years, and you have gained in-depth knowledge of your customers. But wait, do you?
Unfortunately, knowing your customer demographics and their buying habits, sort of, doesn’t cut it anymore.
Today, you need much more than that; in fact, if you don’t deliver a consistent experience with integrated merchandising across all shopping channels, most of your customers will take their mobile devices and apps, and happily connect with your competition.
With the introduction of omni-channel customer engagement, your traditional customer persona is worthless: the generalizations of a buyer type have been replaced with Single-User-Profile information that is all about the real individual—not a hand-drawn facsimile of a fictitious person.