![]() ![]() Such data-activated marketing based on a person’s real-time needs, interests, and behaviors represents an important part of the new horizon of growth. What began as a simple task of buying yoga pants ended up being a much more engaged experience. Though she has never bought such items at this retailer, Jane takes advantage of the offer and purchases a new sports bag. One week later, she receives an iPhone message nudging her to use the store’s mobile app to unlock a 15 percent one-day discount on workout equipment. Intrigued, she clicks the link and watches a video about raising healthy kids. But here’s what this example looks like when we activate Jane’s data: Three days after her online purchase, the retailer sends Jane a health-themed email. With the exception of a follow-up email, most interactions with the customer stop there. ![]()
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