Per­cent

China Daily (Latin America Weekly) - - Business -

oof­foor­rd­deerrssoon­nCCtr­tir­pip­wwebes­bit­seitaend aap­n­pdaarpep­foar­rceuf­sotrom­cuizse­todmtrizpesd ot­frit­prasvoe­fle­trasvel­ers like to use her smart­phone to turn off elec­tronic de­vices for safety con­cerns when it is time for the kid to sleep dur­ing af­ter­noons, when both she and her hus­band are still out at work.

“I’d also like to have re­mote-con­trolled cus­tom­ized sur­veil­lance cam­eras in­stalled at my home,” Marhaba said. “I know the topic is now very con­tro­ver­sial, but a friend’s child fell off the bed in spite of em­ploy­ing a babysit­ter, and no­body told her about that … It was kind of late when they rushed the hurt baby to the hos­pi­tal.”

Mo­bile phones con­nect cus­tomers and prod­ucts, but its uses in cus­tomiza­tion are yet to be es­tab­lished.

Ac­cord­ing to Mary Beth Laughton, ex­ec­u­tive vicepres­i­dent for om­nichan­nel at global beauty brand Sephora, it is pos­si­ble to cap­ture data from mo­bile de­vices and fig­ure out what prod­ucts con­sumers buy, and use such data legally to tai­lor fu­ture mar­ket­ing mes­sages like prod­uct rec­om­men­da­tions.

“The bound­aries be­tween vir­tual and real are blur­ring,” said Liu. “Con­sumers wel­come in­ter­ac­tive ex­pe­ri­ences and more per­son­al­ized sugges­tions.

“Tech­nol­ogy-driven cus­tomiza­tion is likely to surge in the next few years. Those who un­der­stand their cus­tomers bet­ter will have greater op­por­tu­ni­ties for busi­ness growth.”

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