StepsAway Tool Ties In-Store and Digital Data

In the US, retail platform StepsAway has launched a tool called SAKairos, to help brick-and-mortar stores use customer database analytics combined with individual stores' Wi-Fi streaming data to generate and send real-time personalized offers to shoppers' smartphones.

The Los Angeles-based firm's cloud-based platform is used by retailers to send promotions to shoppers' smartphones via mall and individual retailer guest Wi-Fi networks. Building on this in-mall platform, the new SAKairos tool combines in-store and digital consumer engagement data, to help retailers deliver tailored offers and promotions based on a visitor's purchase and engagement history contained in the retailer's CRM database. This might include data on customer store visits, device type, and country of origin. As an example, if a shopper has already registered on the retailer's web site and 'abandoned' a pair of shoes in an online shopping cart, SAKairos will automatically send them a discount offer to be used when the consumer visits the brand's physical store.

CEO Allan Haims (pictured) explains: 'Bridging the digital and brick-and-mortar divide is one of the greatest challenges facing today's brick-and-mortar retailers, as many of them lack visibility into which shoppers are engaging with their brand online as well as in store - even if they didn't make a purchase. We developed SAKairos to tie in-store and digital consumer engagement data together, helping retailers more accurately meet shoppers' needs in real time with tailored offers and promotions'.

Web site: www.stepsaway.com .