Customers want retailers to use their data, according to inventor of the World Wide Web Sir Tim Berners-Lee.
In an engaging keynote at the World Retail Congress, Berners-Lee said data, if is used in the right way, can give customers a better experience.
“Customers want you to use their data. I want you to know my shoe size. Use data for its primary purpose: to give customers the best possible experience,” he said, adding that retailers should think of the relationship with the customer as a shared history together.
Looking to the future, Berners-Lee talked about a world where customers use data to run their lives more efficiently.
He used an example of downloading data on an individual’s activity from the gym, and merging it with their weight, hospital records and activity outside the gym. He said the key is to integrate that data.
Berners-Lee also highlighted the challenge of using devices in store and said he expects to see an increasing number of big screens, rather than both customer and retailer looking at product on a mobile device.
When asked what the next big thing in technology will be, Berners-Lee said the future is artificial intelligence for businesses and customers alike.