From PSFK and Microsoft's Retail Trends Playbook 2020, here's how three retailers are using machine-learning and analytics to optimize their marketing strategies

In an effort to better understand and respond to the nuances of their customers, organizations are deriving insights from in-store behaviors, product interactions, loyalty engagement and shopper feedback to identify areas for improvement. Consumer information can be translated into actionable strategies that inform decisions around merchandising, rewards programs and technology investment to continually refine the front-end experience and ensure customer needs are always top of mind.

From PSFK's Retail Trends Playbook 2020, made in partnership with Microsoft, here's how three leading retailers are leveraging acquired shopper data to most efficiently anticipate and respond to consumer needs:

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