Precision Marketing:
Tailor-made Communication

With the accentuation of the democratization of technology, today, digital is everything, but not everything is – and must be – digital: human beings are still the killer app*. They choosing every day which devices to use, at what time and for what reason. People model innovation in different forms and measures, which must then be interpreted to be meaningfully understood. *(Retail 4.0, Philip Kotler – Giuseppe Stigliano, 2018. Mondadori).

The operational, social and cultural changes that digitalization has brought with it has also redefined the parameters of communication in a human -to- human perspective, by putting an emphasis on the relationship with one’s audience, in order to make a real and therefore more effective customization of interactions.

It is no coincidence that most in-store marketing solutions leverage Bluetooth, Nfc or wifi connections with the intent of interacting with customers through their smartphones, with which users are very familiar with. Or, use split payment solutions to simplify payment transactions, as well as to make workflows efficient through the management of warehouse activities with the help of intelligent objects (IOT).

The store will thus become a destination for consumers to enrich themselves with significant experiences along a narrative path that brands, through technology, have the opportunity to create and tell in a new way.

Have you read Retail 4.0: Digital transform the way you shop?