Silicon Valley has come to Tucson and tonight tech giants are showing how your shopping experience could change.
From using your smart phone, to the store knowing what you want before you do, it's all being discussed right now near Dove Mountain.
Technology can help provide more of the items that people want and provide specific products to those customers.
Techonomy 12 is at the Ritz Carlton for the second year in a row and they discuss how there's no longer that distinction between technology companies and other companies. They say every company should be a technology company to survive.
Players such as Pay Pal and American Express are here discussing how retail is making more use of technology on that personal level, instead of a 20 percent off coupon everyone receives. The discount can be tailored to something specific for the recipient.
One point today is that the information about a customer, the data gathered through using a smart phone in a store, can be more valuable than that first purchase.
"Data is what enables us to know whether advertising is effective, track from online to offline, to create loyalty programs that create interaction between a merchant, a brand, and a consumer, so, if I had to make a choice, it would be data for sure," said Dan Schulman with American Express.
But that kind of data sharing goes beyond commerce to education and making it more efficient.
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