As detailed in PSFK & Microsoft's 2020 Retail Trends Playbook, these three brands are going beyond personalization by using data to predict consumer needs and provide proactive, individualized support

Developing and maintaining a two-sided ongoing relationship with consumers is a foundational strategy of any brand. This goes beyond sending personalized communications to consumers: 79% of consumers feel that brands must actively demonstrate that “they understand and care about me.” Industry leaders must respond to this need by developing hyper-relevant products and experiences and applying them proactively through intelligent processes.

As retailers and brands take advantage of internet-enabled technologies alongside artificial intelligence to better track and respond to shopper behaviors and purchasing habits, service will shift from reactive to predictive. From PSFK’s Retail Trends Playbook 2020, created in partnership with Microsoft, here is how three leading brands are leveraging data intelligence to anticipate and deliver personalized customer support in real time:

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