Overview

The retail sector must adapt to new e-consumption habits and the rapid growth of mobile usage. The key challenge in 2016 is to integrate mobile technology into their overall strategy in order to leverage data and target consumers, who are increasingly mobile and have become nomadic. Mobile technology is becoming a valuable ally in offering them the right product, at the right time, in the right place, and at the right price. The aim of this book is to put ourselves in the consumer's shoes in order to understand their behavior in relation to mobile marketing and thus better meet their expectations and needs. We want to determine whether consumers are ready to accept new digital tools in physical points of sale and to use them via their mobile devices. We are in the early stages of predictive and analytical marketing, so this issue is essential for the retail sector.

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