While shopping has become easier for consumers, the continued advancement of how goods are bought requires retailers to dig below the surface and truly analyze purchasing patterns. More than ever, merchants and marketers are using data in order to learn and further drive dollar-spending both online and offline.
- Nordstrom leverages Pinterest to pinpoint and track trending products and then uses signage promoting those goods in their brick and mortar stores.
- Designer Rebecca Minkoff is also ahead of the curve in utilizing data to enhance shopper experience with her “futuristic” stores’ use of RFID technology to keep an accurate tab of inventory, “magic” mirrors that serve as screens allowing customers to request additional items from their dressing rooms, and sensors and cameras that monitor shoppers in order to improve store layouts.
- Dallas-based retailer Neiman Marcus enforces the SoLoMo model (social, location, mobile) through their dedicated mobile app to effectively connect sales associates with customers while in the store to deliver the “personal shopper” experience.
These are just some of the businesses and ways that big data is being used to evolve shopper experience and increase acquisition. With online fashion sales alone predicted to rise by over 40% in the next year, we are sure to see a consistent stream of multichannel marketing… and even more retailers following suit to those who have already been reaping the benefits of successful digital innovations.
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