The days of consumers feeling like their interaction(s) with a brand was transactional and insincere is largely outdated and soon to be phased out.
A similarity to a single serving friend (someone you meet in a line waiting to be served), where that companionship is short-lived and transactional.
But transactional encounters are quickly morphing into more important and prolonged dialogues between brand and consumer – a true and meaningful value exchange and the driver to that relationship is personal data.
Personalisation is no longer a value-add service of a brand going above and beyond.
It’s now considered a reasonable expectation, with not much thought into the effort required t
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