How new technology is delivering deeper shopper insights
Jo Bowman
Virtual reality stores, online communities and biometric monitoring are helping brands and retailers understand shoppers, test original concepts and roll out new ideas at an unprecedented speed.
That was one of the main themes emerging from The International Shopper Insights in Action Event, a three-day conference held in Prague in November 2013. Respective case studies from Debenhams, the British department store chain, and GlaxoSmithKline, the pharma and consumer products giant, particularly served to bring this point to life.
Debenhams builds a community
An online community managed by Debenhams is currently...