Smart retailers have stopped waging war between the online and offline worlds, and have instead embraced mobile technologies to bring the online world into brick and mortar stores with great success. The result of the technology-driven store is better customer engagement through a tailored shopping experience, greater efficiency for customer facing and back office staff alike, and improved store security and operations.
The Personalized Engagement Platform
Almost every retailer today has a mobile application, and with intelligent infrastructure in stores such as Wi-Fi, BLE, and Internet of Things (IoT), retailers are leveraging applications to deliver rich content to customers based on their preferences, location or loyalty, to create the ultimate tailored experience.
Additionally, network connected digital displays and even shop windows allow customers to interact with stores, products and services in a completely new way that is much more compelling and engaging than browsing online.
Transactional Efficiency
From automated vending and checkouts, to inventory tracking and customer price checkers, IoT systems and sensors are streamlining the operational efficiency in the backend and providing faster services for customers, creating a seamless end-to-end operation.
A Mind of Its Own
Thanks to IoT, the smart store of the future has greater intelligence throughout. Traditional building systems including air-conditioning, lighting, security, telemetry, and more are connected into the network to create a greater economical and secure environment. Remember, saving money is as important as making money.
Boot Up the Store of the Future
Burberry is one of the early adopters to bridge online and offline experiences. Its flagship store is a tremendous example of how technology can deliver an exciting customer journey that immerses them within the brand. As then-Burberry CEO, Angela Ahrendts, said:
Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content, exactly as they do online. Walking through the doors is just like walking into our website.
Apple quite clearly recognized Ahrendts' visionary talents as it hired her away from Burberry to join Apple as Senior Vice President of Retail and Online Sales in 2014.
So How Are Retailers Preparing?
Many retailers have already significantly invested in their Wi-Fi infrastructure to prepare for the onslaught of mobile enabled devices hungry for connectivity, from the typical smartphone to the Wi-Fi enabled garment, light bulb, or cash register.
Management and security is of course high on the checklist when it comes to in-store technology - how do retailers easily, yet securely provision and manage the hundreds or thousands of new wireless-enabled sensors and devices? There have already been high profile security breaches related to unexpected network endpoints such as air-conditioning and light bulbs.
Planning is crucial, especially at the network edge. With so many devices flooding the network in the near future, ensuring that there is sufficient speed, security and visibility of what is connecting, how it is connecting and what it is doing once connected is an absolute must. If planned correctly, Wi-Fi, Apps, and IoT ultimately offer the building blocks for the store of the future, and for the retailers that are connecting with this technology, are the ones who are better connecting with their customers.
It's time to adapt.