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In today’s retail landscape, experience is everything. Price wars are fruitless; there will


always be a cheaper option somewhere else. So, retailers must capture and keep their audience by delivering an outstanding experience across every sales channel. And the cornerstone of this outstanding service? Personalisation.


By Myles Dawson, UK country manager at Adyen


nalised -store


P


ersonalisation is a hot topic right now. Forbes identified it as a key trend for 2018, noting that it was a recurring theme at NRF 2018. Adyen’s UK shopper survey confirms that personalised offers make 64% of


shoppers more likely to spend more time in-store.


BUT WHAT DOES THIS MEAN IN PRACTICAL TERMS? AND HOW CAN IT BE ACHIEVED? Omnichannel commerce gives retailers access to a dizzying amount of cross-channel data, which they can use to deliver all sorts of experiences. The key is to use this data to surprise and delight your shoppers, without intruding on their privacy.


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