Through a special arrangement, presented here for discussion is an excerpt of a current article from Commerce Anywhere Blog.
Online retailing has many advantages, which companies like Amazon have magnified with great success. Since the early 1990s, technology has enabled great leaps forward for e-commerce sites while the brick-and-mortar world has remained relatively stagnant. Yes, there are pockets of in-store innovation that have certainly improved the customer experience inside stores, but by-and-large the web world retains a big advantage.
Tax legislation is finally being passed (on a state-by-state basis for now), which helps level the playing field a bit. And by the same token, next-day delivery detracts from offline's allure of instant gratification. Both physical and digital stores continue to up the ante, and consumers are the big beneficiaries.
One huge advantage of e-commerce sites is context awareness — knowing who's browsing products, along what path, for how long, from what geography, etc. The nature of the web allows online retailers to "watch and learn" how customers shop and even to influence their behaviors along the way. But this notion of context isn't strictly limited to the web, at least not anymore. Mobile phones are acting like web cookies in the physical world, opening up possibilities that retailers only imagined were possible online.
The table below shows some online capabilities alongside some similar offline capabilities.
Assuming the right hardware is installed in the store and the customer has opted-into being tracked via the retailer's mobile app, a world of opportunities are suddenly accessible. We can follow customers on their journey through the store, noting where they dwell and which items they touch. These data points yield improved store layouts, better assortments, and more localization. Furthermore, we can give intelligent recommendations, make personalized offers, and award/redeem digital coupons as they shop, enhancing the overall customer experience.
So much of the same context the online retailers take for granted is now available to brick-and-mortar stores for both analytics as well as real-time engagement. None of these in-store capabilities are really that new, but the idea of combining them to provide a holistic view is where we're going. And when you track events across both stores and e-commerce, you have contextual shopping at its best.
What's the likelihood that, in exchange for relevant information and offers, consumers will be willing to be tracked in-store to the same degree as online?