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Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 04 September, 2012, 17:03Be the first to give this comment the thumbs up 0 likes

Any idea why in-store comparison shopping - of the type enabled by a mobile app like RedLaser / equivalent - has been missed out?

Can you also throw more light on how a retailer can access the "customer’s data footprint" that "shows they are in the market for a new gadget", come to know about their purchase intent based on "browsing on their e-commerce site". As far as I know, extracting the visitor's name, email and other PII from website clickstream is illegal in most parts of the world, assuming that it's technically possible in the first place.

A Finextra member
A Finextra member 05 September, 2012, 09:14Be the first to give this comment the thumbs up 0 likes

Apologies if it's not clearer - the reference to "scanning a product bar code" is very much in the context of Red Laser et al ...

With regards to leveraging data, I am merely making reference to techniques already in wide use today via traditional e-commerce activities - for example, if I were to be searching for a product on Amazon today, they track this and start to make recommendations to me about very similar products and services. Additionally, if I then visit other other sites where banner advertising is being used, these can be contextualised to show other organisations offering these products. None of these activities need my email address, account details, name, etc ...

Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 05 September, 2012, 12:50Be the first to give this comment the thumbs up 0 likes

Okay, TY for the RedLaser clarification.

Yes, I'm familiar with recommendation engines and retargeted ads described by you. But, as far as I know, (a) Their outputs are not called 'digital coupons' and (b) Since retargeted ads use Flash technology, they don't even get displayed properly on mobile web, let alone be capable of being sent to a specific smartphone. Which is why, when I read "digital coupon" and "a tailored offer can be sent directly to a potential customer’s phone...", I assumed it meant email or some other form of communication needing PII.

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