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The digital customer

Businesses are using apps to lure their clients into shops and collect data on them, hoping to undo the competitive advantage of online dealers who’ve had more time to amass such data.Privacy experts are skeptical.

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The digital customer

Where do customers shop first? Are they lured by deals offered via their smartphones? Can businesses tailor their goods and services to customer wishes? Some larger chains such as shopkick.com are now working with app designers to make that a reality. Scanners greet customers when they enter the store and direct them to sales and other special deals. The customer can call up information about specific products and even pay for them using the app. A bonus system convinces users to take part – and to become a regular customer.

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