Pay Attention To Birchbox

Click here, retail fans.

Look past the glitz of artificial intelligence and machine learning, which simply means that "they're going to recommend product that a customer should purchase, just like retailers have been doing for hundreds of years", and think about the experience they're trying to create.

Compare the experience being created at Birchbox to, say, this:

Again, go past the obvious data-driven, omnichannel message, and think carefully about the experience.

Compare and contrast the new approach to retail to the approaches being vacated due to financial challenges.