Retailers can improve sales by connecting real-time data and location-based data from smartphones to draw more customers into their retail sites, writes Simon Thompson. QR codes can give retailers hyperlocal information they can use to personalize data for consumers. "Improved assortment and price optimization can also be delivered by hyperlocal customer insight. If retailers want to deal with the connected consumer, they’re best served by copying them—getting the best local information," Thompson concludes.

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