Mike Harris, vice president for EMEA at Monetate, said: “Brands need to be interacting with customers on an individual level, as opposed to simply delivering a one-size-fits-all approach. To be successful, you need to connect with each customer, in every moment, through all touch points, based on everything they know about them.”

“In retail, you can differentiate and drive performance in two ways: one is through product, and the other through experience. If you don’t have clear competitive advantage with the first, experience becomes even more important. Brands need to deliver relevance to the customer, not just in one interaction, but over time.”