Personalization and Globalization Represent the Future of E-Commerce
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We don't have to think of in-store and online shopping as in opposition to one another. In fact, they complement each other quite well. Big data analysis enables retailers to become more and more targeted in their marketing and sales efforts by personalizing ads and website content, as well as conducting real-time analysis with new technologies like iBeacons, which tracks consumer behavior in-store. The same technologies allow retailers to stock physical stores with the types of goods they know local customers will buy, so the benefits work both ways. This is good news for both retailers, which save on logistics and shipping costs, and consumers, who don't have to wait ages or travel far to get the products they want.
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Robert Miggins
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