Shopper Marketing: Filling the Cart with Big Data
by Ad Week
Shopper marketers have access to more information about consumers than ever before, but can they turn it into dollar-driving insights?
When Apple revealed its latest vision for iBeacon, its location-sensing technology, at last month’s Worldwide Developers Conference, the potential of in-store targeting, ad delivery and data collection came one step closer to becoming a standard for shopper marketing. The ability to reach consumers when they’re in-store has long been a powerful way to drive sales, but retailers and brands haven’t always known what shoppers are doing once they’re in the aisles. That’s now changing with the emergence of technologies that track shopper actions and behaviors and combine them with so-called big data.