Customer Centricity in the Digital Age

AI is helping retailers customize their offerings, create personalized experiences, and make shopping more convenient. Customer centricity -- putting your customer at the center of your strategy -- has long been considered the holy grail of retail marketing. In the digital age, customer-centricity revolves around data and smart technologies like artificial intelligence (AI). With the help of AI, companies collect as much data as they can about their customers' wants, needs, and preferences, and then apply it to customize their offerings, create personalized shopping experiences, and make the purchase process simpler and more convenient. An example of new tools available for understanding customer habits is the Personality Insights service made possible by IBM's AI platform, Watson.