Reaching out: What makes for effective marketing?

In this special edition of People & Profit, we take a look at the future of marketing. Artificial Intelligence is popping up in supermarket aisles and shopping malls around the world. But activists have once again raised their concerns about the "harvesting" of personal data. Kate Moody asks Chris Hackley, professor of marketing at Royal Holloway, University of London how brands can keep customers loyal. Plus, our reporters find out how the power of smell impacts decisions.