| | January 20208CIOReviewIN MY OPINIONFUEL GROWTH, VALUE AND CUSTOMER LOYALTY WITH A PERSONALIZED SHOPPING EXPERIENCEBy Angela Gearhart, Vice President Brand Experience, Sleep Number (NASDAQ: SNBR)C onsumers are searching for real benefits in products and an experience that is relevant, effortless and personal. Successful brands look for ways to leverage an integrated physical/digital experience to facilitate meaningful human interactions, allowing customers to experience their unique product benefits. They maximize the strengths of digital for speed and simplification combined with the power of their sales associates to build an 1-1 emotional connection with the customer.A seamless digital/physical experience drives both brand engagement and brand demand.Customers expect you to know them and deliver personal and relevant content wherever and whenever they want it. Personalization is expectation across each step of the customer journey powered by rich data. Collecting relevant data throughout the entire consumer lifecycle enables real-time personalization.
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