Retail: Retail's Final Frontier?

The Internet represents a real marriage between data segmentation, as developed in the traditional offline marketing world, and the cost-effective ability to conduct one-to-one communications, as developed in the digital world.

Many retailers grew up in an environment of detachment from the ultimate consumer due to long supply chains and intermediate distribution points (retail stores, grocery stores, car dealerships and so forth). The idea of “getting to know” customers often has been more theoretical than practical.