One of the greatest advantages e-commerce platforms have enjoyed over bricks-and-mortar retailers has been their ability to utilise technology to gather and leverage information about different aspects of consumer behaviour.
This proficiency has enabled online retailers to assemble an enormous bank of actionable information related to merchandising, advertising and marketing, which can then be used to inform business strategy and optimise sales operations.
While many traditional retailers have failed to adapt to new technology, others are now deploying powerful new applications capable of generating data-driven insights into trends and interactions between shoppers, products and locations.
Retail landlords and investors are also recognising the role these applications can play in optimising leasing and investment strategies by helping create a more complete end-user profile.
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