TECHNOLOGY

Guess, Express join data consortium to speed up engagement efforts

BY Deena M. Amato-McCoy

Two fashion retailers are taking a new approach to better engage customers throughout their shopping experience.

Guess and Express have joined forces with OneMarket, formerly Westfield Labs, a retail technology network focused on uniting retailers, shopping venues and technology companies. Through the partnership, the retailers can collaborate with other companies to leverage the network’s customer data and innovative technologies to further improve the shopping experience.

The platform specifically focuses on consumer insights, consumer engagement and advertising. Since all three processes typically require significant capital investments and the time to implement the related solutions, the platform allows participants to implement technologies, including artificial intelligence (AI), artificial reality, and natural language processing, at scale more quickly through a smaller individual investment. This enables participants to drive consumer adoption and engagement, and deploy familiar yet seamless experiences, according to OneMarket.

“We all have to urgently re-think our approach to retail if we want to win in the marketplace of today, and more importantly tomorrow,” said Don Kingsborough, CEO of OneMarket. “Collaboration, collective investment in technologies, higher industry standards, and a seamless, standardized way to shop for the consumer – this is just the beginning. Being united on a single platform will forever change the way we interact with our consumers and succeed as an industry.”

Along with Guess and Express, New Stand, as well as shopping center owners/operators Macerich, Taubman and Steiner + Associates also joined the platform.

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