Imagine being able to experiment with different outfits that you want to buy from the comfort of your sofa, or being able to “try on” multiple shades of lipstick with a click of a button without the mess of color strips lining the back of your hand as you test them out in the store. Imagine being able to customize your food delivery so that your favourite items are available at the click of a button or two and having a feature that allows you to pre-order a day or two in advance.
You don’t have to imagine that with too much difficulty these features and functionalities have been available for a number of years by several large retailers, providing their customers the ability to tailor their purchasing power and subsequently giving retailers insights into their customers’ preferences and habits.