The New Rules for Succeeding in Retail

Graphics created for Lumen Optical by ER2 Image Group.

To deliver a much more personalized experience, brands need to enhance their data-collection methods and then learn how to leverage those analytics and insights. Through the use of RFID tags, facial recognition systems and software and even Bluetooth beacons, together with a customer’s smart device, retailers can start to deliver a more holistic shopping experience.

For example, as a shopper approaches a screen, they could be greeted and offered a personalized discount based on set gender and age parameters, and given suggestions about new products. As the shopper approaches other beacons while they continues to browse products in the store, the system could display more information or even offer suggestions on matching accessories or complimentary products.

With these types of technologies, stores could better understand and track customer engagements and interactions with various products on the floor. And all this data offers better insight for more effective in-store marketing.

ABC Carpet & Home is looking to do just that, but it’s a difficult task. Gruszka explains that they are working with Google to set up beacons within their store to start mining location data and intelligence. “We want to see what’s happening when customers are coming into the store and where they are going. We need to be able to drill down into the data and use technology to guide us in our planning,” she says.