how-changing-shopper-attitudes-and-technology-are-reshaping-retail
how-changing-shopper-attitudes-and-technology-are-reshaping-retail
how-changing-shopper-attitudes-and-technology-are-reshaping-retail
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Customer tracking<br />
Retailers have fewer places to<br />
hide in the future environment.<br />
Pricing is becoming<br />
more transp<strong>are</strong>nt, <strong>and</strong><br />
environmentally <strong>and</strong> socially<br />
irresponsible behaviors <strong>are</strong><br />
publicized online.<br />
At the same time, though, the<br />
<strong>shopper</strong> has few places to hide<br />
as well. As with distribution<br />
<strong>and</strong> supply, the Big Data of<br />
digital devices mean that<br />
<strong>retail</strong>ers can monitor customer<br />
behaviors much more closely,<br />
<strong>and</strong> in real time. This takes<br />
CRM <strong>and</strong> ‘precision marketing’<br />
to unprecedented levels. By<br />
mining Big Data, <strong>retail</strong>ers have<br />
a stronger platform to better<br />
manage existing relationships<br />
<strong>and</strong> start new ones. However,<br />
<strong>shopper</strong>s <strong>are</strong>n’t always fans<br />
of such personalization. There<br />
is a fine line between helping<br />
<strong>shopper</strong>s <strong>and</strong> stalking them.<br />
© 2013 The Futures Company/Kantar Retail. Some rights reserved. 19<br />
A man walked into Target<br />
clutching coupons that<br />
had been sent to his<br />
daughter, <strong>and</strong> he was<br />
angry. “My daughter got<br />
this in the mail!” he said.<br />
“She’s still in high school,<br />
<strong>and</strong> you’re sending<br />
her coupons for baby<br />
clothes <strong>and</strong> cribs? Are<br />
you trying to encourage<br />
her to get pregnant?”<br />
The manager apologized<br />
<strong>and</strong> called a few days<br />
later to apologize again.<br />
On the phone, the father<br />
was somewhat abashed.<br />
“I had a talk with my<br />
daughter,” he said. “It<br />
turns out there’s been<br />
some activities in my<br />
house I haven’t been<br />
aw<strong>are</strong> of. She’s due in<br />
August.”