Rhode Island-based jeweler and retailer Alex & Ani is one of a growing number of brick-and-mortar businesses using big data to track the movements of store customers in real time, The Wall Street Journal reported on December 9.
Alex & Ani use the data to make real-time decisions, such as moving overlooked products to higher traffic areas, and relocating popular items to less busy parts of the store. Further, the jeweler uses these insights to direct shoppers online when queues are too long.
"You're looking for that insight that makes you just a little smarter than your competitors," Ryan Bonifacino, Alex & Ani's vice president for digital strategy, told the media outlet.
For more on how important queue times are to the overall shopping experience, read our full report here.
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