How data collection can help make a greater in-store user experience:
Imagine if you stepped into one of the stores and associates are using tablets and smartphones. An associate approaches you and “checks you in” during your visit. After checking in and based on your previous shopping trips and online behaviors, the retailer offers you an instant discount or free product that you can redeem during your trip – not after, not the next time you come, but DURING this trip. He/she also suggests some products and shows you where to find them in the store. That is relevant.