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How great would it be, to let your smartphone notify you when products from your favourite brands are available at your nearest brick-and-mortar stores, and at what discounts? This is soon going to be a reality as brick-and-mortar retailers are taking help from tech start-ups to learn about the shopping pattern and preferences of their customers.<br />
<br /> In order to compete with their online counterparts intensifying the competition, <keyword id="1948080" type="UNKNOWN" weightage="100" keywordseo="Offline-retail">offline retail</keyword> stores are finally relying on technology.<br />
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InteractionOne, a tech start-up, offers a proximity discovery platform, which enables its customer stores to talk to detect smartphones using Bluetooth connections and communicate with them, all through an app, called Mobmerry.<br />
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The app uses machine-learning algorithm so that it can known user's likes and preferences over time through their browsing patterns. It also helps users add products to their wish list, which enables a notification to pop up in their smartphones the next time they are near a store. Not only this, users also get some walk-in points when they use the app to come shopping.<br />
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"Retailers have started to see traction and are more willing to integrate technology in their stores," Krishna Prasad, cofounder of InteractionOne, told ET. <br />
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<a href="http://www.geomarketing.com/wp-content/uploads/2015/12/bricks-and-clicks.jpg"><em>Image source</em></a><br />

Bricks versus clicks: Offline stores finally using technology to beat online competition

<p><a href="http://www.businessinsider.com/category/retailer-of-the-year-2017"></a></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>AP</span></p><p class="caption">Walmart is still the biggest retailer in America.</p></div><p></p></div></div></p><ul><li><strong><a href="http://markets.businessinsider.com/stock/AMZN-Quote">Amazon</a> and <a href="http://markets.businessinsider.com/stock/WMT-Quote">Walmart</a> competed more fiercely in 2017 than ever before.</strong></li><li><strong>It has quickly become the biggest feud in <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword> - and possibly all of business.</strong></li><li><strong>With all of the new features that have been unveiled, consumers are the clear winners.</strong></li></ul><p> </p><p>No feud in business was more solidified in 2017 than the one between Amazon and Walmart.</p><p>Walmart has quickly moved into Amazon's turf, eating away at online market share with a revamped Walmart.com. It now has an expanded online assortment and features that make shopping more convenient, like free two-day shipping with every purchase. It has seen a <a href="http://fortune.com/2017/11/16/walmart-results-2/">60% increase</a> in online sales this year, with no sign that it's slowing down.</p><p>Amazon's Whole Foods purchase and <a href="http://www.businessinsider.com/list-whole-foods-cheap-items-2017-11">subsequent price cuts</a> signaled it was moving in on Walmart's specialty of low-priced grocery. Though Whole Foods' 350-plus stores pale in comparison with Walmart's thousands of stores, the brick-and-mortar locations can serve as leverage in Amazon's quest to become a true omnichannel retailer.</p><p>It's a clash of the titans unlike anything we've seen in retail for years. Amazon's dominance online is well-documented, and Walmart's fleet of stores and hundreds of billions in sales is a matter of record. As each move in on the other's territory, we've seen some moves this year that appear to be direct responses to the other.</p><p>Walmart's<a href="http://www.businessinsider.com/walmart-and-google-voice-shopping-on-google-express-2017-8"> partnership with Google</a> and its voice-shopping platform is a direct response to the ubiquity of Amazon's Alexa. Amazon's lower free shipping threshold of<a href="http://money.cnn.com/2017/05/08/pf/amazon-lowers-free-shipping-minimum-non-prime-membership/index.html"> $25 was put into place</a> just a short while after Walmart instituted its free two-day shipping offer with every $35 purchase.</p><p>It's also gotten a little bit personal. Walmart made a point of putting <a href="https://news.walmart.com/2017/09/06/walmart-to-open-1-000th-online-grocery-pickup-location">the thousandth location</a> for its click-and-pick grocery service in the new market of Seattle, squarely in Amazon territory. That also put it directly in competition with Amazon's grocery pickup service that <a href="http://www.businessinsider.com/ap-amazon-tests-grocery-pickup-service-in-seattle-2017-3">opened this year,</a> but only in two locations - both in Seattle.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Amazon</span></p><p class="caption">Amazon announced a new in-home delivery service called Amazon Key.</p></div><p></p></div></div></p><p>They both also now have in-home delivery, with <a href="http://www.businessinsider.com/walmart-in-fridge-delivery-beat-amazon-2017-9">Walmart striking first</a> but Amazon striking <a href="http://www.businessinsider.com/how-amazons-in-home-delivery-works-2017-10">more broadly</a>.</p><p>With these two giants duking it out, there's a already a clear winner: the consumer. There's never been a more exciting time to buy things in America. That's why we're calling Walmart vs. Amazon the biggest retail feud of 2017.</p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;"><a href="http://read.bi/retail-2018"></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of Retail 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/chelsea-miller-knives-how-to-make-a-custom-chefs-knife-mario-batali-2017-12">These are the $800 knives that celebrity chefs like Massimo Bottura swear by</a></h3>        <div>                    </div>    </div>

Walmart and Amazon's long-simmering feud exploded in 2017 - and it's redefining retail

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><ul class="summary-list"><li><strong>Lucy Bella Earl is an educational YouTuber who teaches English to more than 1.7 million subscribers.</strong></li><li><strong>Earl spoke to Business Insider about becoming "EduTuber," how she struggled with burnout, and why Instagram isn't about to replace YouTube.</strong></li><li><strong>BI also spoke to YouTube's education boss Malik Ducard about what the company is doing to look after its creators.</strong></li></ul><p>Lucy Bella Earl started a YouTube channel in 2016, teaching bite-sized chunks of the English language. Eight months later, it had become her full-time job, and she now boasts more than 1.7 million subscribers.</p><p>The idea for Earl's channel "English With Lucy" came when she was on a year abroad during her marketing degree. Earl started teaching English in Madrid, and realising that her grasp of Spanish grammar was shaky, she went looking for videos to help her master the language.</p><p>"I noticed they were all about 20, 25 minutes long and it was just really, really slow," she told Business Insider at YouTube event EduCon, which celebrated a new breed of "EduTuber."</p><p>At the time she was watching YouTubers like Zoella, whose style was much more personal than the dry videos explaining grammar - and something clicked.</p><p>"I just thought if someone could blend education with something really personal and just blend the one-to-one kind of aspect of YouTube, then it would be really cool," the 24-year-old said.</p><p>After graduating, Earl decided to try her hand at becoming an educational YouTuber. About two years later, she hit one million subscriber milestone. "It was my full-time job within eight months... I didn't expect that," she said.</p><h2>Fighting burnout</h2><p>Earl says that YouTuber burnout is a hot topic in the close-knit groups she occupies. Burnout refers to a feeling of mental exhaustion some YouTubers experience due to the pressure of constantly uploading new videos to maintain views and ad revenue. Business Insider's sister website <a href="https://www.thisisinsider.com/youtube-burnout-alishamarie-pewdiepie-casey-neistat-describe-pressures-of-the-industry-2019-1" target="_blank" rel="noopener">INSIDER spoke to YouTube stars PewDiePie, Casey Neistat, and AlishaMarie about their struggles with burnout.</a></p><p>Earl says she too has suffered from the pressure to post. "I was producing too much for one person to produce, and then it hit me like a brick wall," she said.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>The final straw was a holiday to Bali which had been part-sponsored by a brand. Earl was meant to be learning a language, but in the end, she cancelled the partnership. "I was like this is my one holiday, and I'm still working!"</p><p>It was only after taking on an editor and setting herself some stricter boundaries did she start to get on top the burnout.</p><p>Business Insider also spoke to Malik Ducard, YouTube's head of learning, social impact, family, film, and TV, about YouTube's burnout problem.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>YouTube recently announced it's investing $20 million in educational videos. BI asked Ducard whether any of that money would go towards providing more of a cushion for its educational creators when they start to burn out. Ducard was not specific, but said generally, YouTube tries to take care of its creators.</p><p>"We're focussed on creator wellbeing... we do not want creators to burn out," Ducard said. "I'd say specifically with education, we are focussed on as part of the building blocks how can we make it a better place economically as well."</p><p><em><strong>Read more</strong>: <a href="https://www.thisisinsider.com/youtube-burnout-alishamarie-pewdiepie-casey-neistat-describe-pressures-of-the-industry-2019-1">The world's biggest YouTube stars told us they're burning out because of the unrelenting pressure to post new videos</a></em></p><p>Earl seemed hopeful that YouTubers are learning to respect their limits. "I think we've gone from oversharing [on social media] to being much more careful about it," she said.</p><p>She added that YouTubers are embracing "digital detoxes" more, having initially been scared that if they vanished for even a week, their audiences might get crushed. When Earl returned to YouTube after taking a break, she found her numbers hadn't dipped at all.</p><p>"I think everyone is going through some sort of social media overload," she said.</p><h2>YouTube vs Instagram</h2><p>Earls is keenly aware that platforms like YouTube are ever-changing and so she has to diversify across the web. Consequently, she prefers not to call herself a "YouTuber" - even though it is her main platform, ahead of Instagram and Twitter, where she has 144,000 and 13,000 followers respectively.</p><p>&#xa0;</p><p>YouTube is also the only company where she has a personal relationship with the behind-the-scenes employees. Once she hit 70,000 subscribers, she was assigned a "partner manager" from YouTube to help her grow her channel. Since then, she's worked with multiple partner managers.</p><p>Conversely, she says Instagram has invited her to one "feedback session" where she was asked what it's like being a creator on the platform.</p><p><a href="https://www.theverge.com/2018/6/20/17484436/instagram-igtv-video-app-launch">In June 2018, Instagram launched IGTV,</a> a vertical video platform seen by many as a move onto YouTube's turf. But Earl doesn't see IGTV dethroning YouTube any time soon.</p><p>"I just don't know if they've got the interactivity down," she said, adding: "All I do is get recommended really awful makeup videos, and I don't follow any makeup channels or anything."</p><p>Earl added that making high-quality videos for IGTV as a creator is high-cost. "I don't see it as an investment at the moment. Maybe I'll be wrong, I'm willing to be wrong," she said.</p><div>    </div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/secret-room-facts-mount-rushmore-presidents-south-dakota-inaccessible-tourists-lincoln-2017-1">There's a secret room behind Mount Rushmore that's inaccessible to tourists</a></h3>        <div>                    </div>    </div>

This 24-year-old has built a YouTube empire out of educational videos, but she says burnout is a real problem

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Bricks versus clicks: Offline stores finally using technology to beat online competition

BI India Bureau

Walmart and Amazon's long-simmering feud exploded in 2017 - and it's redefining retail

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This 24-year-old has built a YouTube empire out of educational videos, but she says burnout is a real problem

Isobel Asher Hamilton,Isobel …

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