These tech trends will give retailers access to more customer data in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 25, 2022, 5:00 AM GMT+0

Physical store retailers are experimenting with emerging technologies like RFID tags and BLE to harness customer data effectively.

This year, businesses are keen on harnessing customer data online, as well as in physical stores. Stores are going beyond in-store transactions and satisfaction surveys, to explore newer methods of using virtual reality. Physical stores are experimenting with solutions like Radio-Frequency Identification tags to mimic web browsers’ ability to follow users and offer relevant product recommendations.

These identification tags maintain a digital record of every move a customer makes within the store. Similarly, Bluetooth Low Energy emitted from customers’ smartphones can be used to extract data, such as customers’ online behaviour, from their devices.

In-store data analytics can provide retailers with anonymous identification for customers who connect to the store’s Wi-Fi connection from their smartphones. This information can then be paired with visual data from CCTV cameras to access insights into the consumer journey.

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