Personalized Experience Through Mobile Applications in the Retail Field

Abstract

In recent years, buying habits have seen a change: even if traditional shopping in the store has remained the main channel, online shopping has become increasingly important. Hypermarkets have experienced the benefits of online commerce, but the trend is to expand these features in the store. With a digital buy assistant equipped with location-based personalization, a hypermarket can offer a new and enhanced experience to customers entering the store with a smartphone. The digital shopping assistant can be the tool that helps the hypermarket better know the customer and develop a strong relationship with him/ her.