Tech boost for brick and mortar retailers

Singapore

E-COMMERCE may be all the rage these days, but the vast majority of fast moving consumer goods (FMCG) sales are still carried out in brick-and-mortar shops.

While the traditional mode of retail still reigns for the time being in this particular industry, it is not immune to changes brought about by technology. In fact, when it comes to the last mile of the supply chain, brands are now leveraging on data analytics and live tracking to convert shoppers into buyers, in an approach known as field marketing.