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One step ahead: Anticipatory design is the next frontier in personalisation

 In a digital world where customer expectations are set by digital-native brands, traditional retailers are rapidly leveraging multi-channel platform capabilities and data to provide customers with more. More products, more content, more offers, more information, more options. But in a world saturated with choice, more can be too much. Anticipatory design offers a different approach to creating a great consumer experience.   Anticipatory design is the process of removing unnecessa