Data can come in many forms and can be used to tell a wide variety of stories or geographic information, or something more complex such as their behaviours, purchasing habits or interests.
This data can be used by your business to make the customer experience far more positive, both for them and, by extension, your business. This is because data can help you produce a far more personalised and relevant customer journey, which can result in them spending their money with you.
When any business collects customer data, it must abide by data protection and privacy regulations, such as GDPR. This means customers must opt-in and agree to it being used as part of your marketing efforts. Typically, customers are more than happy for you to use their data so long as it’s going to benefit them, and sending them personalised communications, offers and promotions is just that.