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We think we know our customers. We think we understand what motivates, drives and excites them. We think that, thanks to all this “big data” we have at our fingertips, we can perfectly connect the dots between behavior and action. But here’s the brutal and honest truth: We don’t really know our customers at all or nearly as well as we should.
What happens when one of the world’s largest e-commerce marketplaces is rumored to be making the leap from digital to brick and mortar? Pandemonium. (Well, not really, but you’d think that were the case given how the market responded to the chatter.) The honest-to-goodness truth is that when a big e-commerce player like Amazon decides to break new ground (literally!), the in ...