How retailers use tech to make a better sale pitch

Retailers the world over are relying on technology to predict consumers' purchase behaviour. For example, in its flagship store in London, Marks & Spencer analyses data from videos and IoT (Internet of Things) sensors to equip its employees to serve customers in a personalised way. UK-based supermarket chain Sainsbury's is also developing a data insights platform, which will analyse real-time consumer data and identify current trends. McDonald's in the US is reportedly working on a technology that would predict a customer's order, based on his or her past purchases. With the pressure to reinvent marketing strategies mounting, retailers in India, too, are rising to the occasion. Of late, a few offline retailers have been tapping social media analytics, machine learning and artificial intelligence (AI) data to gather information about consumers' buying history and online activities.