Sears leverages customer history and mobile to personalize
in-store experiences
BOSTON - An executive from Sears at eTail East 2015 said
that the department store plans to bring customer history information to its
associates at bricks-and-mortar locations through the use of mobile technology
so they can better assist shoppers.
During the Mobile Innovations: Peering into the Future of
Retail session, the executive empathized the importance of using customer
information to really build relationships. Leveraging these personal touches
can make lasting customers, and the retailer hopes to see in-store sales
associates creating the same experience as it offers through mobile connecting
all parts of the brand together.
"We do have personalization today within our
experiences we are recommending products based on what we know about you, we
are recommending promotions based on what we know about you and a variety of
other things," said Melissa McClearn, senior director of product
management at Sears Holding Company. "What we know about you is learned across
all of our channels.
"There is definitely continued opportunity there,"
she said. "We will continue to strengthen that, know even more about you
and take our integration to our stores.
"We are testing and learning a variety of different
technologies. Whether someone is around our store or in our store, we are
testing a variety of different pieces there so expect to see tighter
integration in terms of blurred lines between the different channels."
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