Tue, Nov 19, 2013 - Page 9 News List

Big Retailer is watching you: Stores seek to match online savvy

High-street retailers are using advanced customer profiling technologies to compete with the growing threat of online stores

By Emma Thomasson  /  Reuters, BERLIN

“At the moment, mobile users frequently see irrelevant adverts which are infringing on their mobile experience,” she said. “Being able to target a user whilst they are out shopping versus at home has a greater impact.”

The ability to track customers on their smartphones in the vicinity of a store should help “bricks and mortar” retailers fend off the online threat in other ways too, says Dan Wagner, head of e-commerce and mobile payment firm Powa Technologies.

“Geolocation is what is going to transform the leverage that a physical retailer has versus an online retailer,” he said. “If I transmit my location to the retailer, they could say I have a store 300 yards away. You could drop by in half an hour and I’ll have your goods for you. Amazon can’t do that.”

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