Thank you for your comments. I couldn’t agree more on both points.

First, I believe customer data will become a company’s competitive advantage. Today, a company’s information accounts for 30-40% of their value. It would make sense that as corporations begin to leverage their data to garner more precise insights, the result will be more relevant communications. We’ve seen that relevance drives loyalty and this loyalty will help companies continue to collect preferences and track customer behaviors. Thus, completing the circle and allowing the company to grow and gain market share.

To your second point, Jonathan, consumers are opting out of irrelevant emails everyday. It would be no surprise that if companies, not just the fashion focused, deliver out of date or irrelevant messages, they will turn their customers away. We found that 41% of consumers would consider ending a relationship with a brand due to irrelevance and 22% already have! This is should be a call to marketers – and buyers: Relevance is a must. The customer is in the center – they know what they want and are voting with their dollars.

Thank you and have a great weekend!

amanda

As consumers are able to interact more with brands and INFLUENCE the decisions of business, it seems to indicate that marketers will have to place more emphasis on tracking and providing relevant communications. If the fashion suggestions aren’t up to date and with the time, does that mean people will start to opt out due to irrelevance. I see the details in marketing will be the key in the future…not the batch and blast of the past.

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