Technology is allowing both online and in-store retail merchandising efforts to reach more consumers in new and innovative ways.

Recently, discussions concerning the growing use of mobile devices among shoppers have spurred retailers to develop store-specific applications that can act as personal shopping aides – helping consumers research, locate and purchase the products they need.

Now, retailers are putting their large stores of customer data to further use through predictive analytics. While one technology company rolled out a point-of-sale game earlier this year that prompts customers to offer their information to stores, other companies are working to deliver targeted messages.

Point-of-sale systems are using big data to give consumers messages and offers at the point of purchase that will hopefully influence or prompt them to return to the store and make further purchases, the website Wired explains.

While these technologies may still be best applicable for larger retailers, devices that target small businesses may not be far behind, and until then entrepreneurs can focus on targeting with promotions via separate channels.