Today’s brands depend on data. And over the past decade, digital companies have leveraged data to thrive. E-commerce companies know their customers’ browsing and buying behaviors. And after taking action on analytics, they’ve been able to personalize rewards and cultivate long-term customer loyalties.
Brick-and-mortar stores have lagged behind. Traditional retailers spent the first part of the 21st century with little to no data on in-store purchases and limited....