these guys have a huge impact on the online retailing and courier industry ....one of the biggest problems these industries have is Returns . this happens because there is a misunderstanding on the customer's orders & preferences for example what Omnitude does is thy allows the customer's details to be transferred to these online retailers in an anonymous manner via the blockchain network.. preventing this return loss which is a negative interaction between supplier and customer. This could really revolutionise how online retail does sales.
Dont forget this data can also be used between retailers they can see their transaction history of that customer from other retailers I know this is anonymised but they can still use this as a form of a marketing tool to really understand each of their customers. Also offering price incentives to customers really closing the gap that marketers have been trying to fight for.
Here is a article explaining