As consumers have embraced smartphones and connected devices, it has become more important than ever to understand and utilise behavioural data.

To gain deep-dive insights into capturing the mobile consumer, Retail Connections spoke exclusively with John Gillan, Industry Leader at Google, ahead of his appearance at our event – The Rise of the New Consumer – next month.

“Technology is changing the way we shop, as connectivity makes decisions more spontaneous. So, to engage with savvy shoppers, retailers need to be in front of them, at the right time, in the right place – both online and off,” said Gillan.

”Success depends on understanding your audiences, and using all the rich customer data at your disposal to identify demand.”

“It is critical that retailers think about the context of each customer on the path to purchase: where they are, what device they’re on, what their likely mind-set is in that given instant. When it comes to decisions made on devices on-the-go, time pressure narrows the consumer’s focus, giving you, the retailer, only a brief moment to grab their attention and direct their choices,” he concluded.

Gillan will share more mobile insights at The Rise of the New Consumer on July 6^th in London.

The Rise of the New Consumer will bring together five well-known retailers, brands and analysts to share their secrets on customer engagement. To join us on July 6^th make sure you register online.