Magazine Article | June 17, 2016

Unprepared For Mobile Commerce

By Erin Harris, editor-in-chief, Innovative Retail Technologies

July 2016 Innovative Retail Technologies

I’ve spent a lot of time on the road over the past several weeks attending various industry events, and one of the major topics discussed at all of them has been the evolving role of personalization in omni-channel retailing. From an e-commerce perspective especially, the retail industry has defined personalization in various ways. For us, personalization means capitalizing on the consumer’s countless daily mobile moments by delivering real-time, predictive experiences via machine learning and design thinking. In other words, to truly personalize the customer’s journey, retailers must serve up contextually relevant information that fits her wherever she is in that moment.