Unformatted text preview: nd offline channels. Zawada
notes that people used to think about e-commerce as being separate from their business, and many spun off their online
operations. But today, it's all about clicks and bricks. "The value is in viewing this as multichannel. Companies should use
the online insight they gain for offline pricing," he says. Companies should use the Internet as a "testbed" and "roll the
learning across the channels," Zawada says .
The Internet is just the beginning. Some stores are starting to experiment with wireless networks and location tracking
devices. Stop & Shop, the Quincy, Mass.-based grocery chain, is testing "smart carts" in its stores that
make use of wireless and location-based technology. Customers can attach a wireless tablet to their shopping
carts and scan in their Stop & Shop loyalty cards for access to personalized electronic coupons, shopping lists and details
on previous purchases. Marketing vic e president Curt Avallone says that eventually, tracking technology in store ceilings
could pinpoint a customer's whereabouts and...
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