Given the significant period of separation between consumers and physical retail environments (caused by the pandemic), deciphering the expectations of new and returning customers is essential. In order to learn these expectations, retailers are increasingly turning to technology. It may sound simple, but only a small proportion of retailers really know who is coming in and out of their stores.

Similar to the popular board game Guess Who?, where players take turns to guess the identity of the character on the opponent’s card, many retailers are forced to spend countless hours narrowing down and speculating which customers they should target. This arduous and often instinct based process, is not only time consuming, but also unreliable. Fortunately, technology has a solution to this problem.