Retailers Enhancing Customer Experience With IoT

According to a study conducted by Zebra Technologies Brazil, 70 percent of retailers plan to invest in Internet of Things technologies to provide consumers with new levels of customization, speed and convenience.
By Edson Perin

Retailers indicated they seek to create a problem-free shopping experience, with 78 percent reporting that it is important or essential for businesses to integrate e-commerce and experiences in physical environments. In order to reduce queues, Zebra also noted, retailers plan to invest in mobile devices, kiosks and tablets to increase the range of payment options. A total of 87 percent of retailers intend to deploy mobile point-of-sale systems by 2021 to account for products, and to accept credit or debit card payments anywhere in the store.

Of the retailers interviewed, 73 percent said they classify big-data management as important or essential to their operations. At least 75 percent predicted that they will invest in predictive and analytical capabilities by 2021 to prevent losses and optimize pricing, and that they will develop analytical capabilities for cameras and video for operational purposes, and to improve the overall customer experience.

According to the survey, the main sources of customer dissatisfaction are inconsistent store prices and the inability to find a desired item—either because goods are not in stock or because they are at the wrong location within the store. The report data reveals that 72 percent of retailers plan to fix these problems by reinventing their supply chains with real-time visibility made possible by automation, sensors and analysis. Already, 57 percent of retailers believe that automation will shape the industry by 2021, helping them to package and ship orders, track merchandise, monitor in-store inventory levels and help customers find the items they seek.

The survey reached 1,700 retail decision makers from North America, Latin America, the Asia-Pacific region, Europe and the Middle East, in a broad spectrum of retail segments, including specialty and department stores, clothing, electronics and drugstore networks. The consultations took place in 2016 and were conducted by research companies Research Now and Qualtrics.

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