Alex Muller

Alex Muller is the CEO and Co-Founder of GPShopper.
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Recent Posts

WWD: Personalization in the Age of Artificial Intelligence

Posted by Alex Muller on Jun 5, 2018 11:14:00 AM

Are you ready to hire 10,000 marketing managers to compete with AI?

For the better part of a decade, retail has looked to “personalization” as its primary marketing strategy in an effort to combat a rapidly deteriorating landscape. It’s time to admit it’s not working. True personalization, a 1:1 marketing experience between the brand and the consumer, is incredibly difficult, if not impossible with the current tools at a marketing team’s disposal. In fact, it would probably take upward of 10,000 marketing managers to pull such a strategy off. Artificial intelligence and machine learning, on the other hand, could handle it in mere minutes.

With a rising number of store closures this year, already up to at least 3,000, retailers can’t deny they’re struggling to find a strategy that works across the board to bring shoppers back into the fold and generate the loyalty they desperately need. AI, particularly as a marketing function, has the transformative power to cure some of these ills, but as it stands, only major companies like Amazon or Google are harnessing the technology in a way that impacts the bottom line. The challenge many brands face is how to catch up or even begin to compete.

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Topics: Press, eCommerce, Omnichannel Retail, In-Store Mobile, Location-Based Marketing, Mobile Apps, Best Practices

Why the Mobile Wallet is an Ineffective Middle Man

Posted by Alex Muller on Jun 11, 2014 10:14:00 AM

Written by Alex Muller, CEO of GPShoppper

Remember when the initial image of your computer’s disk drive looked like a Filing Cabinet? To this day, when we search for a document on our PC, we dig deep through icons resembling file folders. Ever wonder why?

As the inventors of the Windows model Graphic User Interface understood that they needed to bring comfortable real-world analogs to the digital world, they decided a filing cabinet, folders and files were the best metaphors for organization. But now there’s a whole generation of people who have never actually filed a piece of paper.

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Topics: Beacons, Mobile Apps, Omnichannel Retail, Mobile Payments