Online retailers have found that better levering customer data is the key to building brand loyalty.
The industry was already headed in this direction, but the pandemic has accelerated the trend.
Platforms like Amazon and TikTok are also introducing mass audiences to innovative brands.
Visit Insider’s Transforming Business homepage for more stories.
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- Online retailers have found that better levering customer data is the key to building brand loyalty.
- The industry was already headed in this direction, but the pandemic has accelerated the trend.
- Platforms like Amazon and TikTok are also introducing mass audiences to innovative brands.
- Visit Insider’s Transforming Business homepage for more stories.
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As COVID-19 restrictions slowly lifted over the past year, retailers realized that consumer shopping habits created in lockdown were here to stay.
Today’s shoppers increasingly favor brands with a unique e-commerce experience that is personalized to them. If a company lacks the tools necessary to meet customers’ in-store and online needs, retailers are expected to partner with a variety of platforms to fill in the gaps.
To be sure, the industry was already headed in this direction, but the pandemic has accelerated the trend.
Those featured in this year’s shopping vertical, part of Insider’s 100 People Transforming Business in 2021 list, have adapted to these shifts in consumer preference and are advancing their companies and industries, from beauty and fitness to grocery.
Putting customer data first
Retailers have found that levering customer data is the key to building brand loyalty and the seamless experience shoppers want.
Take Ben McKean’s Hungryroot. The CEO of the grocery delivery company has invested in AI technology that uses consumer data to recommend grocery items and recipes to them. That includes tracking users’ preferred choice of meats and level of spice in meals.
“When you walk into an offline grocery store, it obviously can’t be personalized to you,” he told Insider. “What we see is the service as your personal grocer, and it does all the work for you.”
Dollar General’s Chief Merchandising Officer Emily Taylor has similarly relied on customer feedback in expanding the dollar store chain’s pOpshelf concept. The chain’s 16 pOpshelf stores, aimed at more affluent shoppers, currently sells party supplies, home decor, and holiday trinkets.
And Dollar General has added digital tools like a Cart Calculator that lets shoppers scan products for discounts, with their input.
“By listening to our customers, we have a pulse on what they want and need most,” Taylor said.
Perhaps the best example of a brand owning its customer is Peloton.
Part of the fitness brand’s meteoric rise during the pandemic derives from COO and cofounder Tom Cortese’s efforts to expand the company’s R&D department — leading to new features for its 5.9 million subscribers, such as updated progress tracking and new scenic rides and runs for treadmill and bike users.
Such investments have enabled Peloton to lower the cost of its flagship bike by $400 in August, Cortese …….