Targeted marketing: Retailers step up personalization

Targeted marketing: Retailers step up personalization

“I think 2014 will be a an accelerator year in which we see a lot of retailers making decisions and then piloting and implementing [mobile technologies], and then 2015 will be a massive growth year in terms of consumer engagement via mobile in the store.” — JOHN CARON Caron Catalina Marketing

From Ahold to Sprouts, retailers are taking steps to further personalize their interactions with shoppers.

In an interview with SN, Rebecca Kane, VP of customer marketing and digital, Ahold USA, described how the company is leveraging data to deliver a better in-store experience for shoppers using its Scan It! Mobile app, which rolled out in 2011 following the initial use of Motorola handheld scanning guns.

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