Problem
ABC is a mid-priced casual fashion brand for millennials with five outlets across Dubai. The company currently operates as a single channel, selling through their physical stores only, and have an established presence in social media. Their marketing manager wants to develop a customer-centric omnichannel strategy to provide customers with a personalized experience.
• Looking at the modern customer path-to-purchase journey, what channels should ABC add in order for them to provide a personalized experience? Justify your answer.
• Knowing that data collection is integral for a personalized customer experience, what is ABCs ethical responsibility towards their customers?