With consumers engaging brands in a growing number of channels, retailers are challenged to deliver personalized shopping experiences. While they may have the data required to deliver on this need, using that data for said goal is an entirely different story. In episode 18 of Total Retail Talks, Jess Stephens, chief marketing officer at SmartFocus, a technology company that empowers retailers to deliver omnichannel marketing campaigns with true personalization, offers her expert opinions on how omnichannel retailers can get personalization right.