Retailers are using data on customer flow and reactions to enhance their store’s layout and design and, ultimately, improve profitability.
Burberry in particular are measuring the impact that digital campaigns have on their bricks and mortar businesses, and are joining up retail touch points with the use RFID tags in clothes to recognise individuals when in store.
Do these experiences really change our purchase habits? Can digital really work alongside the more traditional business of bricks and mortar? certainly from the outset, Burberry seems to be leading the way in this field, pushing technology in the APAC areas of its business to yield results from an emerging market of wealthy, early adopters.