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Data: Retail’s most important inventory

How retailers are using cross-channel information to personalise customer experiences.

Twenty-four hours before this weekend’s family camping trip, Charlie realises he forgot to get new sleeping bags. A quick check of the Dick’s Sporting Goods app lets him know what’s in stock at the closest store and available for kerbside pickup. The app also suggests some skewers perfect for roasting marshmallows by the campfire – the kids will love that. In less than 10 minutes, he’s secured everything he needs and can pick it up on the way home. And because he’s a member of Dick’s loyalty programme, the app sends a friendly reminder of the points he has available to redeem for his purchase. Score.

Charlie is just one of millions of Dick’s shoppers who experience a better shopping trip because of real[1]time personalisation. In one of the toughest retail environments, Dick’s is a pandemic-era success story and a category leader. But success didn’t happen overnight. Dick’s prepped for an omnichannel future for years by building a strong data foundation. A robust website and mobile app allow them to act on real-time insights in exactly the right moment. As the shopping experience boosts customer satisfaction, the company’s loyalty programme has grown to 20 million members and counting, attracting strategic partners like Nike.

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