Retailers have access to a ton of data about their consumers. Not only do they know what consumers buy and how much they spend, they know their demographic info. (age, address, etc.), they know how much time we spend in certain aisles, or in the store as a whole, retailers even know our internet behaviors. But what can they do with all this information? Well they can use our spending habits and demographic info to build profiles of average shoppers for each demographic to better reach out to and target each demographic. They can use the time spent in each aisle to layout the store to better group things often bought together. They can take our behaviors online and in-stores to better understand people's interests and tailor their experiences to them but also to better recommend other products for them. They mix and match all these things to create deep and distinct profiles with targeted messages specific to each demographic and can use these to personalize the experience for every consumer. It is a pretty overwhelming amount of technology and data that can create clear and concise answers for brands to understand their market better. These things can definitely act as a way to help the consumer but also a way to manipulate them and we as advertisers should be aware of how we can use these to our advantage without overstepping our moral bounds. As consumers we must be aware of what retailers are capable of and cautious of what they can do. Thanks so much for listening, see you next week!
-John Katzmarekhttps://www.springboardretail.com/blog/8-ways-to-collect-retail-customer-data
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