IMPORTANCE OF AUTHENTICATION
to their stores . Using geo-location tracking , retailers can send push notifications to a shopper ’ s phone when they physically pass an in-store beacon . These notifications can interrupt traditional social media feeds and share targeted offers and content based on the shopper ’ s location in the train station . With so many passengers travelling through stations in India and the UK , phone in hand , retailers can more effectively market to these commuters .
IMPORTANCE OF AUTHENTICATION
However , for any travel industry to successfully transform , it ’ s essential that these new services are supported by robust authentication . Despite growing adoption of digital services , many UK consumers have concerns about the security of the data they share with service providers . A recent study by Unisys revealed that half of all UK consumers are extremely or very concerned about the safety of their personal data . Maintaining customer
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