4 Trends Driving Retailers in the New Age of Data

2. Knowledge-driven consumers: Today's consumers are knowledge driven, consuming information on the go and at their choosing. They interact with organizations through multiple channels — e.g., email, customer service departments, call centers, social media, in-store visits, online shopping, etc. — and they can act immediately with smartphones and tablets, comparing prices online while shopping in-store. Each and every touchpoint is an opportunity for retailers to optimize the customer experience, enhance customer loyalty and, ultimately, increase profitability.