On the Web, every click and jiggle of the mouse helps online retailers customize sites and maximize the likelihood of a purchase. Brick-and-mortar stores have long wanted to track consumers in a similar fashion, but following atoms is a lot harder than following bits.
To get a better understanding of their customers, mall operators are monitoring shoppers’ behavior with devices that track mobile-phone signals and in-store security cameras. The goal is to discover which variables affect a purchase, then act with Web-like nimbleness to deploy more salespeople, alter displays, or put out blue blouses instead of red.
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