Win over the savvy shopper

It’s encouraging to read that consumers are becoming more open to sharing their information with brands (‘Safe in their hands?’, MW 8 December).

With ‘savvy shoppers’ concerned about privacy but willing to share their information, we must now look at ways of showing consumers how marketers and brands can understand them better and deliver improved customer experience based on the data they provide.

Key to this is the ‘interface’ – the creative we use, and the only part of this data ‘value exchange’ the customer is actually engaged with.

Get this right and we can convert this customer intelligence into a meaningful customer-brand relationship.

Ian BatesCreative
Director
Indicia

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