Forrester: Few Brands Can Anticipate And Act On Consumer Needs

The pandemic showed that brands that respond quickly to their customers’ needs have the upper hand. However, recent data showed that only a few brands can respond effectively, according to Forrester’s report emailed to Retail Dive titled “Anticipatory Experiences: The Challenges.” Forrester’s report shows 58% of respondents that anticipate consumer needs have holistic profiles of their customers, 42% have assembled their data to make simple customer profiles and 79% gather all data needed to target customer experiences. Data from the report indicate that firms that have too many silos and groups within the company and don’t use automation have separate versions of events and profiles. Read more at Retail Dive.