The push for omnichannel retailing is driving personalization in the real world. And in turn, once online-only stores, like eyewear retailer Warby Parker, menswear merchant Bonobos and Piperlime, are opening brick-and-mortar locations that are able to provide in-store data.
Mobile is often the bridge between online and in-store. Mobile-based personalization applications can be as simple as sales associates using handheld devices to access loyalty members’ past purchases to make new recommendations, or as complex as beacons pushing product suggestions to consumers’ devices based on location and physical browsing behavior. Those two extremes were at play among the US omnichannel retailers surveyed by the e-tailing group in April 2014. Tablets were already being used by 60% to enhance the customer experience, while 14% employed Bluetooth technology to do so, a figure that’s certain to rise. Read the rest at eMarketer.