THE YEAR 2018 JUST STARTED, IT IS TIME TO QUESTION THE DIGITAL TRENDS THAT WILL ENRICH THE CUSTOMER AND USER JOURNEY. BETWEEN HYPER-PERSONALIZATION, CUSTOMER EXPERIENCE, OMNICHANNEL CONTROL, ARTIFICIAL INTELLIGENCE, MOBILITY, SOCIAL MARKETING ... WHAT ARE THE TOOLS AND BEST PRACTICES THAT THE DIGITAL AND MARKETING PLAYERS WILL HAVE TO ADOPT FOR THIS NEW YEAR? DECRYPTION. The importance of personalization In a context where retailers are confronted with a complexification of purchasing routes, a sharp increase in digital at the expense of physical commerce and an increase in marketing costs, the customization of offers and services is more than necessary. This trend does not only impact the web but also the offline trade: choice of products, segmentation of brands, merchandising, digitalization of sales outlets, emails, support ... So much thought to lead to offer an experience tailored to each profile so to convert and retain the customer. Retailers have integrate...