Data-driven personalisation, predictive analytics, and immersive technologies such as augmented and virtual reality are shaping the future of retail strategy, according to Circana’s latest report.
The Personalised Commerce report outlines how brands that implement personalised experiences across all customer touchpoints are more likely to see long-term gains in customer retention, conversion rates, and revenue.
It also highlights growing interest in voice commerce and AI-assisted interactions as new channels for consumer engagement.
Circana’s research suggests that investment in data infrastructure—particularly systems that support seamless information sharing between platforms—is becoming essential. These systems allow businesses to collect and use real-time customer data to deliver targeted messaging at scale.
“Creating authentic one-to-one relationships with customers is crucial for brands looking to stand out; however, achieving this at scale can be difficult without the right data and technology,” Alistair Leathwood, Head of Media Analytics and Insights at Circana, said.
“To successfully implement personalised commerce, it needs to encompass every customer touchpoint. Brands that do this, and do it well, will reap the rewards with stronger customer relationships, increased loyalty, and ultimately, greater revenue.”