By utilising both loyalty cards Instore and identification cards in wallets of consumers such as oyster cards Retailers are able to define who may be InStore prior to a purchase by card.

By a consumer touching an ID card upon entering store or interaction points including changing rooms ( discussed later in document) there InStore experience can be enhanced like never before.

• The opportunity to merge InStore and offline data

• impulse discounts and offers related to purchase or preference habits

• Increase in marketing knowledge of consumer

• direct marketing InStore using digital platforms

• relationships increase spend

 up sell whilst walking picking up items,