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Personalisation + profit + privacy


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they are more likely to buy from retailers that provide any of these three service attributes. This deeply personal customer relationship


is poised to take off in the physical store – where 64% of Americans say they still prefer to shop, according to the Pew Research Center. Using mobile analytics, shopper technologies and advanced AI, bricks-and- mortar retailers will quickly personalise the customer experience in transformative ways. For example, facial recognition technology combined with mobile identification and deep- learning AI can identify customers as precisely as fingerprints do. Customers are recognised as soon as they walk through the door. Adding emotion AI to the tech stack detects


and interprets various emotional states based on facial reactions. That means the retailer is now able to understand how customers are feeling. By linking the personal signals from the mobile device to in-store digital signage, retailers can craft messaging that resonates with their customers’ moods – in real time. The applications are endless. All it takes is a data set and an imagination.


CONSIDER THESE POSSIBILITIES: Fashion forward: you’re wandering around a clothing store, not really sure of the mission. Beacon technology identifies you via the retailer’s app that you’ve downloaded to your phone. A sales associate’s tablet instantly updates to display your personal shopping, browsing and profile data. In the blink of an eye, items likely to appeal to you come to life on nearby screens. “These full motion, styled looks are all


‘curated’ by data analytics,” says Harry Horn, VP of marketing for digital innovations company Scala. “This data-to-display solution is a powerful assistive sales tool – particularly helpful for interacting with today’s shoppers who research products and options on their phones or online before ever entering the store. It closes the loop between the best of online and in-store shopping.” Additionally, POS integration enables


associates to encourage a purchase by triggering on-the-spot promotions for items of interest.


Personalised drive-thru: need a pick me


up? Pull into a QSR drive-thru and watch the digital menu board change up the messaging based on the make and model of your car. Image recognition technology fueled by deep-learning AI informs the messaging. The customer in a luxury vehicle may see a promotional offer that’s different from the one served up to the driver in a hybrid. Taken a step further, integrated detection systems can identify your specific vehicle by tracking your license plate or toll road tag, thereby enabling “repeat customer” offers and making the customer experience more efficient. “Adding mobile technologies and analytics


to the equation may even reveal exactly who you are – and provide the opportunity to deliver highly targeted menu options, promotional offers and even predictive ordering,” says Chris Riegel, chief executive of Stratacache, a family of complementary digital solutions companies which includes Scala and PRN. Robotic assistance: where are the hammers?


At a major US home improvement chain, a robot may be the one to answer that question. Using your voice or the robot’s touchscreen, you can also ask for help with product information, pricing or directions to the restroom. Laser-based sensors even allow it to escort you to a product’s location and display nearby specials on its “back” along the way. While on the move, the robot continuously scans its surroundings, helping to spot empty shelves and manage inventory. The idea is to supplement human customer service staff, not replace them. Robots are there to assist shoppers with quick answers to common questions, while human employees are freed up to share their expertise with customers on the more in-depth questions. Smart cookie: you get to the game, and


quickly realise your seats are on the other side of the stadium. As you walk by a nearby a screen, it automatically displays the fastest route, along with an ad for a new beer you’ll probably like. The screen is in the know because the team app you downloaded to your phone contains your ticket details and


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