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Creating the online equivalent of the in-store experience, one that hinges on associate interaction, is a challenge for any retailer. So for home furniture chain Room & Board, the idea that impersonal data could create a more personalized experience was a foreign one.
Marketing in retail has been on the front lines of omnichannel transformation the longest of any retail department. As the most customer-facing activity, marketing has quickly become the most obvious way to see whether a retailer is able to present one brand face to the customer or not.