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How PepsiCo and HiSmile are using data as their north star

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Retailers are increasingly turning to data to learn more about shoppers. Image: Bigstock.
Data is a valuable asset for any business, particularly when it comes to getting to know customers.  We asked two businesses operating in very different categories, beauty and snacking, to share their thoughts on how data is changing the way they do business. Wayne Meecham, HiSmile head of data and technology Wayne Meecham, HiSmile Inside Retail: How important is data in shaping the customer experience at HiSmile? Wayne Meecham: We operate our business and adjust our marketing act