We talk with Rob Mills, Tractor Supply EVP, chief technology, digital commerce, and strategy officer, about how they’re using things like wayfinding, mobile apps, and artificial intelligence to improve the consumer experience.
Consumer-direct acceleration, said John Donahue, president and CEO, is fueling Nike’s marketplace approach, allowing the company to directly connect with consumers no matter where they shop. Key to this strategy has been Nike’s investments in digital experiences, primarily via its mobile apps.
Success is no longer measured by individual products and sales, or about collecting, analyzing, and exploiting consumer data, but the need to provide a 360-degree view of both products and experiences that keep consumers returning to a brand.
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