5. You need more rewards. When you know where customers are and how they behave, you can not only customize offers but also give them rewards and a personalized experience. Neiman Marcus is piloting geofencing in its stores so salespeople can see when VIP customers are in store, look at their purchase history and provide more personalized service. But Costa warns: "Make sure it's not intrusive, make sure it's additive. The value exchange has to be there."
Read more about mobile/wireless in CIO's Mobile/Wireless Drilldown.