EKN: A Framework for Omnichannel Personalization

Personalizing the shopper experience across channels is a goal most retailers covet, yet few truly achieve. The gulf between vision and reality is a reflection of two factors: the lack of a clear definition of the end-state and its associated benefits, and the gap in retailers’ current business processes and technology systems. This point of view illustrates the business value of personalization, and provides a 4-part framework for retailers to successfully execute omnichannel personalization strategies.