How can associates power personalization in retail?

Retailers have spent years investing in personalization. Loyalty programs track purchases, customer data platforms build detailed buyer profiles, and AI generates increasingly relevant recommendations. Yet many retailers still struggle to deliver personalized experiences once customers arrive in-store. Because the most important element of in-store personalization isn’t the data itself. It’s the associate standing in front of the customer. Being genuinely helpful is how associates deliver great customer experiences, and it’s often a gateway to using all the data you’ve collected to drive more sales.