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Hitachi: is retail broken and can tech fix it?

Speaking at the Drapers Digital Festival today, Mark Williams, director of retail hospitality and consumer goods at technology consulting firm Hitachi, explained how retailers can use technology in store to fix a “broken” industry. 

Williams said that “innovation is fundamental to retail going forward”.

However, he added that “most retailers don’t fully understand how best to utilise technology”, so adoption is slow and strategies are still separated into in-store and online”.

If retailers have a store network, they have to leverage that by measuring conversion correctly: for example, where customers dwell and why, how the basket was filled, what they picked up and what was put down and tried on.

Technology can be used to promote this in store, by using tactics such as:

  • Customer segmentation
  • In-store customer behaviour analysis
  • Personalised promotion and campaign management
  • Geo- and hyper-location

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