COVID-19 means retailers must go back to basics in many areas, including their personalization efforts, according to Brendan Witcher, Principal Analyst for Digital Business Strategy for Forrester. That requires retailers to put themselves in their customers’ shoes, asking consumers what they need (and want) right now from retailers — and being aware that these answers are likely to change dramatically as the pandemic proceeds. Discover how retailers can balance the individualization that personalization demands with a period that calls for community and collective action.