Eleven years ago Tom Cruises character in Minority Report walks into a Gap store. An automatic retina scan accesses his name and buying history and personalises a greeting from the hologram at the entrance. Was impressive then, a world away. Scary how fast technology has changed the way we market. But also really exciting. Last week Pardot focused on Burberrys flagship store on Regent Street, the first to feature integrated technologies throughout including iPads to query customer databases and RFID tags in clothing which can be read by your phone activating short videos.The videos tell the story, from design sketches, to runway, to a clip of your name being engraved onto a metal nameplate stitched into the lining.

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