It’s not such a far-fetched notion. Recently, Coca-Cola started using Google technologies to target consumers in US grocery stores. While this example from Coke appears to be a first, it’s clear that tracking physical consumers is becoming a pressing concern for the retail industry as a whole.
However, the problem for brands like Coca-Cola, is a lack of any real personalisation or targeting to individual consumers. That happens because data includes anything from your basic gender or age demographic to previous browsing history.
Now the question is: Do you think that the use of IS can always be beneficial for a company considering its issues (privacy, lack of integration)?
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