High end fashion retailer Guess is working with MicroStrategy Inc., which has been in data analytics for more than 20 years, to use MicroStrategy's Alert app to track and reward users.

Alert can track when customers 'Like' the store's Facebook updates and share offers posted to the social network. The app provides consumers with loyalty points for their activities.

MicroStrategy wanted "more than just your mobile to be a static app…but more a personalization platform," says Minesh Mehta, vice president of Alert at MicroStrategy.

The white-label cloud-based app is customizable and interactive. Merchants have access to consumer and transaction data that MicroStrategy collects and can then send out offers targeted at specific segments or skews, says Mehta. The app also uses location technology, allowing the merchant to send targeted offers or coupons to consumers who are close to one or multiple store locations, he says.

The app incorporates the merchant's online shop and also has gifting and ticketing capabilities.  The retailer can add videos or blog posts as well. The Alert app is available for both Android and iOS users. 

While Alert doesn't currently support Bluetooth Low Energy 'beacon' technology to interact with a shopper's phone in the store, this technology could be added in the future so merchants can pinpoint specifically which aisle the consumer is in to send targeted offers, Mehta says.

Some merchants are also looking at ways the location technology can be used for "a treasure hunt to drive in-store traffic," Mehta says.

Driving in-store traffic has become difficult in recent years as consumers switch to online shopping, but there are reasons to encourage in-store traffic. For example, in-store sales have a higher rate of fulfillment than online sales. Also, three times as many people will make impulse purchases in-store than online, according to a survey by Infosys

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