Every time someone clicks on one of your adverts, likes or shares one of your social media posts, or visits your website they’re adding to what you know about them. You see what styles they like, what size of clothes they view, what their favourite colours are, whether they buy for adults or children and a ton of other metrics. We should be using this data to personalise marketing to our customers, predict trends to decide what stock to order and adjust pricing based on demand.
In an ideal world we’d tailor our shop for each individual customer with promotions to suit their needs and tastes and with some platforms this is possible. What’s definitely within the reach of even the smallest retailer is to segment their email marketing lists to ensure they promote products that the recipients are actually interested in.