OUR RECOMMENDATIONS IN BRIEF

Personalization is central to modern retail strategy, but retailers’ efforts don’t always align with the expectations of consumers.“CMOs have... worked themselves to the bone to capture empowered consumer mindshare byinventing content and experiences that are novel,hyper-personalized, and memorable if not viral—delivered in the perfect moment to the consumer’sever-shrinking screen,” says Forrester. “Despite CMOs’ best efforts, today’s consumers are still unfulfilled.