How can the retail trade stand up to Amazon & Co
"The Corona crisis is changing consumer behavior". So you can see the results of a recent Study by Gallup on shopping in the crisis summarize. Online trade in particular is one of the winners here. How can retail stand out from Amazon & Co in this situation? One promising approach is technologies that offer a personalized, more convenient and immersive experience.
Wireless technologies as key factor
Many of these digital transformation initiatives focus on wireless technologies as a key enabler for new mobile customer experiences and business operations in the field. Mobile telephony and WLAN are now widely available to provide services. However, until now, indoor positioning on the same level as GPS outdoors was only a dream: implementation was far too complex and expensive. The reason for this was that previously non-standard overlay networks and complicated manual calibration were required.
What would happen if Wi-Fi suddenly became much smarter - just like that, overnight?
New standards enable indoor location
Apple and Google both use Bluetooth Low Energy (BLE) technology as the default proximity and location technology in their mobile devices, allowing iPhones and Android devices to display notifications when entering a store. Through standards-based, interoperable technologies such as wireless BLE beacons, the convergence of Wi-Fi and Bluetooth Low Energy, and the use of AI-based solutions, indoor tracking has evolved from a "nice to have" to a must have in retail.
This makes it easier for shoppers to navigate in shops and search for the products they want. Customers in the supermarket scan an item with their phone and receive information such as nutritional information via a virtual reality display. As soon as customers place the item in their shopping cart, payment is automatically processed via the smartphone, enabling a self-checkout without waiting at the checkout. If ingredients for a desired dish are missing, they can be put together in the supermarket app with just a few clicks and are ready for collection. Of course, promotions can also be advertised, for example by means of coups.
Click&Collct is an already well-established system: With this online service, customers can select their items via the website, and different delivery and collection options are then displayed based on the postcode. Employees on site then assemble the items, customers only have to pick them up or have them delivered directly to their home.
Location-based services will also become the norm for restaurants in the future. For example, these will indicate when a customer who has ordered in advance will drive to the car park and be ready to pick up his dinner.
Many possibilities that want to be used
Consumers are also enthusiastic about these new possibilities. For example, one Survey by the International Council of Shopping Centers, that "consumers of all ages are seeking to link technology and shopping". It was also found that "personalization remains a major focus for consumers and they are therefore looking for retailers who can provide them with tailored results".
These examples demonstrate the extraordinary experiences wireless technology can deliver and how it can help retailers differentiate themselves from pure e-commerce providers like Amazon.