Consumer Analytics

Macerich is offering retailers a promotional connection to smartphone shoppers at 22 of its properties.   Shoppers will be able to access the StepsAway app via mall Wi-Fi and search for products by category or individual retailer. Macerich tenants can create and deliver promotional offers through a cloud-based platform installed at the company’s headquarters.  

In their e-commerce operations, retailers have long had access to limitless data about customers and transactions. They’ve become adept at using this information to deliver personalized communications and targeted campaigns to customers as they shop online.    Unfortunately, the same could not be said for in-store shopping. Retailers have had no way of knowing what customers were doing in their stores from the time they entered the front door until they checked out at the POS system.  

Customer engagement requires visibility into a shopper’s preferences and path-to-purchase behavior.   By using a cloud-based platform to merge experiences across a customer’s shopping journey, Office Depot Europe will better understand and meet the needs of each individual customer, regardless of where, when, and how they interact with the brand.   

Generation Z grew up online, but that doesn’t mean that’s where they do all their shopping.    Sixty-seven percent of Gen Z — the first “digitally native” group to grow up not knowing a world before cellular phones, smartphones and other digital devices — said they shop in a bricks-and-mortar store most of the time, with another 31% shopping in-store sometimes, in a new survey by IBM and the National Retail Federation.  

Retailers finally understand that the always-connected consumer expects a personalized, seamless experience wherever, whenever and however she shops.   This, coupled with the proliferation of mobile devices, are the catalysts driving the new retail paradigm called unified commerce, according to “2017 POS/Customer Engagement Benchmarking Survey,” from Boston Retail Partners (BRP).  

Amazon is being penalized for inaccurate pricing practices on its Canadian website.    According to the Competition Bureau, a Canadian independent law enforcement agency, Amazon will pay a $1 million penalty and $100,000 towards the Competition Bureau’s costs — punishment for violating the Competition Act, a law that ensures consumers are not misled by references to inflated regular prices.   

Retailers may need a new way to track their Twitter activity.   As of Feb. 3, the social media platform will shut down Twitter Dashboard, a service that enables businesses to track tweets about their brands, monitor keywords, schedule posts, and access analytics, among other functionality, according to TechCrunch.   

Technology is transforming the retail landscape as we know it. The Census Bureau estimates that U.S. online retail sales were $97.3 million in second quarter 2016, a 15.8% increase from the previous year. According to Forrester, that growth is expected to continue with U.S. online retail sales anticipated to exceed $520 billion by 2020. Globally, online sales are growing three-times faster than GDP.