Taking the brick-and-mortar online: Offline and online data are converging, as companies like CVS Caremark aggressively go after digital means of driving in-store traffic. A key topic at eTail will be bridging the gap between data collected across physical and digital retail touch points. Beyond linking online activity to deliver a dynamic offer in-store, marketers will begin to tackle ways to do the reverse and tie in-store behaviors back to serve offers, ads, or recommended products through ecommerce experiences.
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The hyper-targeted individual offer: Another key trend to watch, said Josh March, cofounder and CEO of enterprise social CRM company Conversocial, is the hyper-targeted offer. Specifically, he cited a platform like Sailthru, which is used by ecommerce site Fab.com, AOL and Thrillist to tailor personalized offers based on individual consumer profiles. Using what the company coined “smart data,” it’s applying the premise of “big data” or predictive analysis based on past behavior or purchase patterns to tailor email, site and in-app experiences to each consumer.
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