Magazine Article | March 1, 2018

7 Ways To Connect Customers' In-Store And Digital Behaviors

By Mila D’Antonio, Principal Analyst, Ovum

As retailers ramp up their efforts to unify customers’ offline and online journeys, solutions like identity management, the use of connected customer graphs, location-based tracking, machine learning, and IoT will all play an important role in helping to connect customers’ digital and physical behaviors.

John Wanamaker, a merchant in the 1800s whose stores eventually became part of Macy’s, famously coined the phrase, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”