Brick-and-mortar retailers taking cue from online players to map customers

With data at their disposal, malls are using key parameters like sales per square feet to determine health of brands

E-commerce is well-known for leveraging the digital footprint of visitors to target them with customised product offerings. Taking a cue from the likes of Amazon and Flipkart, traditional brick-and-mortar retailers are sharpening their focus on data and technology to better map and target customers. Like online sellers, malls such as DLF Promenade, Select Citywalk and Oberoi Mumbai are mining customer data to drive footfalls and brand sales on their premises.

According to Yogeshwar Sharma, chief executive officer and executive director, Select Citywalk, “In comparison to e-commerce, customer knowledge and logistics are the two elements or capabilities that have been missing