In an omni-channel marketing world, shoppers have come to expect retailers to connect with them at multiple levels and through many platforms in order to deliver a a seamless, even personalized, shopping experience. These include marketing touchpoints such as email, direct mail, mobile alerts, in-store messaging, online and social media. Big Data is the enormous amount of consumer behavior that is collected based on consumer’s interactions with these touchpoints and their path to purchase.
Brick-and-mortar retailers have invested heavily in data collection software to help them target, engage and retain customers, plan their store environments, mobilize their point-of-sale and improve their speed to market. The consumer packaged goods (CPG) companies that support retailers have made their own investments in an effort to improve the productivity of their sales teams and deliver product more efficiently.
Technology that Collects Big Data is Evolving
Technology is constantly evolving