Managing Director & Senior Partner
Mark Abraham is a core member of the Consumer, Retail, and Marketing, Sales & Pricing practices at The Boston Consulting Group. He also leads BCG's work in the restaurant sector.
Since joining BCG in 2004, Mark has acquired deep knowledge and expertise by advising iconic clients in food and beverage retail and packaged goods and in apparel as well as a broad range of other categories. He has led many end-to-end transformation programs for large, global consumer packaged goods and retail clients.
Customer engagement in loyalty programs has been stagnant for years. Web3 supports offerings, like nonfungible tokens (NFTs), that get customers more engaged—and companies creating more revenue.
Customers have come to expect personalization. Brands should start with the messaging and use data as fuel to power an “intelligent experience engine.”
BCG partnered with Google to examine how companies of all sizes can position themselves to capture growth opportunities in their retail media business.
There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
Retailers can supercharge their personalization efforts and start a virtuous flywheel spinning.
The ability to deliver individually relevant content at scale is the next frontier of marketing.
Retailers will need frequent and granular data to understand spending shifts across geographies and sectors as infection rates, restrictions, and unemployment rates change.
The unprecedented shift to online purchasing has created a unique opportunity for retailers to deepen their relationship with consumers, this holiday season and for years to come.
Companies need to know what works for each individual customer.
As the market rebounds, brands that have mastered just-in-time personalization and digital relationships—and built emotional connections with customers—will be the clear winners.