Ecommerce software enables retailers to collect a wealth of information about their shoppers so they can develop more personalized marketing efforts and improve business intelligence. With the expansion of mobile technology and retail management systems, merchants can pursue similar insights about their in-store shoppers.

In an article for SAP.com, Rick Dutta, CEO of NetVisionIX, described how retailers can collect valuable data about shopping habits as customers browse their aisles and make purchases. For example, stores that offer free Wi-Fi services can derive insights about in-store movement, Dutta explained. Tracking IP addresses can also yield information about the number of customers, busy traffic times and return frequency for loyal patrons. Aside from Wi-Fi, retailers can use technology such as iBeacons, in-store sensors and mobile check-in apps to collect information about on-site customers.

Merchants can analyze this data to improve their store operations, such as planning for busy times with additional staff or optimizing their displays. They can also use location-based data to send targeted promotions to customers in real time. According to MDG Advertising, 72 percent of customers respond to marketing messages they receive when they're in close proximity to the retailer and 53 percent are more likely to engage with advertising when it is location-based.

This entry was posted by Retail Pro on Wednesday, March 5th, 2014 at 11:23 am .