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A Nuanced, Non-Creepy Approach
For retailers anxious to jump on the bandwagon for personalized customer engagement, Aerohive’s chief marketing officer David Greene makes an interesting point: Executed incorrectly, personalization can border on seeming too invasive, if retailers aren’t cautious.
“What consumers want is a more nuanced engagement with brands they care about,” Greene explains. “However, this type of elegant, opt-in customer engagement isn’t possible without connectivity that can easily evolve and adapt to these needs.
Greene maintains that Aerohive’s Personalized Engagement Platform gives retailers a solid, low-risk connectivity foundation "to weave personalization into their business strategies and turn customers into loyal brand advocates.”
In-Store Connectivity Is Key
Senior analyst Bob Laliberte with Enterprise Strategy Group emphasizes the importance of having flexible and robust wi-fi connectivity in-store to support sophisticated customer engagement technology. “By leveraging mobile retail technologies and analytics,” Laliberte says, “retailers have the potential to deliver an authentic, personalized engagement.”
Laliberte believes Aerohive’s platform can help retailers create the necessary foundation and “take the customer experience to the next level.”
The Sunnyvale, California company, which was founded in 2006, says it has already deployed its cloud-based mobility platforms and networking equipment in more than 13,000 enterprises worldwide. Specific products in those deployments include enterprise-class wi-fi access points, network routers and gigabit switches.