PSFK breaks down how brands and retailers can gain trust and build loyalty by creating a two-way data exchange with their customers

New technology infrastructure has transformed the physical store into a resource for the collection of valuable data that retailers and brands can leverage to improve their end-to-end operations, increase ROI and drive better customer experience. Much of that data, however, is off-limits without participation from shoppers.

In order to unlock these insights, companies must create a two-way value exchange that rewards shoppers for sharing their personal information and in-store activity. The following levers excerpted from PSFK's recent Shopper Data Debrief report highlight the ways in which retailers and shoppers can both benefit from this new relationship:

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