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Every retail brand is trying to get more personal with its customers, but very few are doing it right. Here are five ways to win at the personalization game.
1. Collect good data
Retailers need to collect both user-level data—like site traffic, shopping cart abandonment and basic analytics—as well as customer-specific data, such as shopping history, sizes and preferences. They also need to pay attention to the right product attributes, says Jeriad Zoghby, Accenture Interactive’s global lead for personalization.
“Every
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