By Jose Avalos, Intel Corporation's Embedded & Communications Group
For years, brands large and small have grappled with the realities of the multichannel retail world. But while retailing became more and more multichannel, something else happened: The consumer became connected. Mobility, social media, and interactive in-store media have come together via smartphones, tablets, mobile search, shopping apps, widgets, RFID (radio frequency identification) tags, interactive in-store digital signs, RSS (really simple syndication) feeds, and more.
In-store and online are merging in unprecedented ways. Opportunities for engagement are expanding. Content is driving awareness. Brands are being defined by how effectively they deliver information that's relevant and filter out what's not.