In a highly competitive environment, retailers are constantly forced to respond, adapt and innovate. In the past, they were focused on building awareness in traditional media and in-store, with the goal of moving inventory and increasing baskets when customers walked into stores. Today, these same organizations are working to build direct relationships with consumers through loyalty and engagement programs. However, the consumption of traditional media, such as newspaper circulation and catalogs, has experienced a sharp decline. At the same time, there has been a surge in the use of digital platforms for research, purchase, trial and interaction. As a result, brands have not fully capitalized on the ability to connect with customers and generate sales. Recognizing the missed opportunities, today’s top retailers and Merkle are building solutions that accelerate this transformation from product to customer-centric marketing through new media and customer experiences that are enabled through advanced technology, data and analytics.