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IoT – Changing the Retail Technology Landscape

Technology has already changed the retail landscape. Managers check inventory with hand-held electronic scanners. Consumers brandish their smart phone screens instead of handing over clipped coupons. The Internet of Things (IoT) promises to revolutionize the retail industry even further. From machine-to-machine (M2M) communication to printed electronics, the future of retail will offer smoother, faster, cleaner processes from setting prices to creating point-of-sale procedures.


Track your Customers Through the Store

Digital sensors offer considerable benefits to retailers who want to provide personalized shopping experiences for their customers. Placing sensors in strategic locations inside the store will enable the retailers to use M2M communication to send coupons, discount codes, and other correspondence to shoppers' smartphones. The pervasiveness of Wi-Fi and Blue-tooth enables store owners to maximize their relationships with shoppers through personalized advertising. These targeted messages can help boost profits as well as customer loyalty.

Prevent Losses from Shrinkage

According to the National Association of Shoplifting Prevention in USA, "More than 10 million people have been caught shoplifting in the last five years." This crime results in billions of lost investment for retailers worldwide, but the Internet of Things can help curb these losses. For one thing, printed electronics, such as RFID tags, deter theft, especially among employees."People will not be able to take cartons or cases out the back door of a warehouse or off a truck without someone knowing that it’s occurring or did occur and which particular employee did it." – Pete Abell

Curated Product Placements

The marriage between the Internet of Things and Big Data promises big changes in the retail industry. Writing for Forbes, IBM principal analyst Bill Chamberlin illustrates the benefits of big data and the IoT for customer and retail analytics. Retailers can collect data about how and when each customer buyers a particular product as well as the amount of time that customer spends making a decision. Further customer analytics will allow businesses to prevent check-out bottlenecks, rearrange merchandise for ideal product placement, and prepare for seasonal sales. Through connected devices, retailers will use smartphones, sensors, security cameras, and on-premises computers to custom-tailor the customer experience.

Ensure an omni-channel Experience

Retail e-commerce sales is expected to reach $1.915 trillion by end of 2016. While the pace of growth for overall retail sales is subdued, the digital portion of sales continues to expand rapidly, with a 23.7% growth rate forecast for 2016.Brick-and-mortar retailers have to make up for the revenue they lose to online shoppers, which means creating a shopping experience that bridges the gap between the real and the virtual.

For instance, many applications allow shoppers to compare prices between online retailers and physical stores. The IoT will allow businesses to integrate their brick-and-mortar and online stores to give shoppers the ultimate flexibility in how they buy the products they want.



Connecting the Home With the Retailer

M2M technology has a bright future in home automation, but such technology can also apply to retail sales. Future smart homes will warn consumers when they're low on specific products, then send them alerts. They might even allow customers to automate online purchases so they never run out of necessities.

Consider Bud Light's e-refrigerator, for instance. It warns the consumers when beer reserves run low so he or she can run to the store and stock up. Such innovation is just the start of automation for the home and for retail.

From gaining improved customer insights to reducing merchandise loss, the IoT offers several advantages for both the retail industry and the consumer. Who knows what might await around the next technological corner?

About Shakuntala Sarkar

Shakuntala is a marketer with 15 years of experience in Marketing Strategies & Operations, Brand Communications, Customer Relationship Management and Corporate Communications. An economics graduate from St Xavier’s college, Kolkata and a IIMC she, has worked across different industries like IT & Retail, with consumer marketing in both B2B and B2C segments. Before joining Tickto, she was the Head of Customer Relationship Management at Spencer’s Retail. Prior to that, she has been a part of the Global Marketing & Communications team of Satyam Computer Services.

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