Shopping online offers
customers convenience and price transparency, but it offers retailers even
more. As Amazon has demonstrated in its successful model, the information it
derives from its customer behavior online gives it insight that it uses to
tailor its marketing to the individual. As your online browsing tracks, not
only what you buy, but what you considered buying, the retailer gets to learn a
lot more about you than the person who rings up your purchase at a store. How
can a bricks-and-mortar establishment compete with that kind of analytic edge?
Read more in In-Store Customer Analytics Get Digital Twist
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