Mobile technology also allows retailers to offer relevant offers that reflect locational information

Mobile technology also allows retailers to offer relevant offers that reflect locational information (e.g., time of day, weather, location), using location-based applications (e.g., Google maps) (Grewal et al. 2016). For example, feel-good products can be promoted effectively when the weather is bad (Rosman 2013). Similarly, mobile promotions can take advantage of indoor positioning information gathered using iBeacons in order to offer location relevant offers. ok

Personalizing technologies to make them user specific clearly has benefits for both consumers and retailers. However, a personalization–privacy paradox warrants consideration. Personalizing information for customers can both enhance and diminish consumer engagement with the firm, because consumers may recognize how much data and information retailers have about them and begin worry about their privacy. Retailers therefore need to be careful to use their knowledge about customers in a way that balances out this personalization–privacy paradox (Aguirre et al. 2015). ok

New technology will affect the retailers as well as shoppers. Retailers through their aps will target deal seeking customers. Shoppers will be able to seek more information whenever they wish to . Role of retail stores will evolve in coming days, Stores will act as showrooms and also click and collect centres in the new retail scenario.