A study from Twilio drawing on insights from 4,700 B2C leaders and more than 6,000 consumers, found 98% of consumers want businesses to do more to guarantee privacy; and 42% of business leaders said finding a balance that honors that is a top priority.  Additionally, 97% of brands expect investment in digital customer engagement to double over three years and 89% plan to move to first-party and zero-party data.

Plans are to roll out nationally soon, then customers will be greeted by name and receive tailored recommendations based on their preferences and previous orders.