The report discusses how with new possibilities for personalisation, advancements in AI, and an ever-expanding metaverse to play with, retailers can often become consumed with determining which trends will take off. But while future gazing has its merits, customer data and insights sit at the heart of all future developments. Or at least they should. Not taking time to understand your customers could make placing a bet on which trends will come to fruition a doomed lottery. So why do retailers chase trends rather than data?