High-end department store Neiman Marcus wants to improve more than its customer online buying experience. The company is working to use technology to merge its online and brick-and-mortar efforts.

For some retailers, tech isn’t just about creating a better e-commerce experience. It’s about bringing brick and click together to create a whole new shopping experience and to provide retailers with more information about their customers.

Neiman Marcus has been testing Bluetooth beacons — think of wireless nodes that act as little GPS locators and communicate with the app on the customer’s phone — to guide the customer to in-store sales. But the company wants to go further.

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