Is personalization approaching the sublime?
While on that famous voyage, better known in the marketing circle as “shopper journey”, shoppers show a strong aversion to anything irrelevant. To connect with the customers along this pathway, retailers must be ultra sensitive to diverse contexts. But, what actually retailers are doing to preclude the possibility of overstepping the precincts of relevancy? They have started communicating contextual offers to customers based on their personal demographics. So, when customers enter grocery stores, they get tailored messages about inviting deals on their smart mobile devices depending on their exact location inside the establishment. And, gradually this “me-specific” engagement strategy is winning customers’ affections. Data from Gartner shows that, by 2017, 15% of shoppers will fall in love with context-aware offers.