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A Retail Ray of Light


Herb Real
Content Marketing

Maria Fernandez Guajardo, vice president of product management at retail analytics firm RetailNext, says integration with back-end retail systems will be among the greatest considerations for retailers. Many will see beacon platforms as a means for bringing “a bit of mobile and e-commerce to the bricks-and-mortar retailer,” she says. Yet that might be too simplistic of an approach. “I kind of see it the other way around,” Guajardo says. “I think that it has to do with a new shopper that has appeared on the scene who is really used to buying online.” That new shopper, according to Guajardo, is a Millennial — at ease with using technology tools and wanting to extend that use to physical stores. It is a group that avoids most printed promotional supplements in the search for deals.

Maria Fernandez Guajardo, vice president of product management at retail analytics firm RetailNext, says integration with back-end retail systems will be among the greatest considerations for retailers. Many will see beacon platforms as a means for bringing “a bit of mobile and e-commerce to the bricks-and-mortar retailer,” she says. Yet that might be too simplistic of an approach. “I kind of see it the other way around,” Guajardo says. “I think that it has to do with a new shopper that has appeared on the scene who is really used to buying online.” That new shopper, according to Guajardo, is a Millennial — at ease with using technology tools and wanting to extend that use to physical stores. It is a group that avoids most printed promotional supplements in the search for deals.

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