A Lesson in Collecting the Minimum Viable Data to Personalise CX

Personalisation. A key driver of marketing success today – an opportunity for brands to deliver the emotional experiences that will give consumers warm, fuzzy feelings. Massive advances in technology and analytics over the past few years have together empowered brands to create hugely relevant moments for buyers across different channels and different stages of the decision-making process. Where is the balance to be found, though? How much personalisation is too much? At what point will consumers stop trading in their data for personalised interactions?

In this episode, we speak with Gianfranco Cuzziol, Avon International CRM and Personalisation Lead at Natura &Co, who gives his take on the minimum amount of data brands need to meet consumer needs, capture repeat business, and drive brand loyalty.

We dive into:

• How the retail industry and shopping behaviours are transforming today
• The core pillars of a successful personalisation strategy
• The notion of hyper-personalisation and how brands can find the equilibrium
• Where AI will take personalisation in the near future and beyond
• What personalisation might look like in the retail industry 10 years from now
• The work retailers can do today to ensure they are future-proof for tomorrow

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