In 2020, the COVID-19 pandemic accelerated online shopping trends so much that most old-school business holdouts were forced to enter the digital economy in one way or another.
It’s more important than ever to know your customer using data, particularly as the gap between in-person and digital shoppers narrows to irrelevance. Even if somebody enters your brick and mortar store, they almost certainly have encountered multiple digital touch-points before stepping foot in person.
Digital shoppers and flesh-and-blood shoppers are ultimately the same people, something that wasn’t necessarily true at the start of 2019. Or, at the very least, it was less true than it is now.
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