It’s no secret that the IoT holds huge promise for bricks and mortar retailers. Faced with falling footfall, declining revenue and increased on- and offline competition, brands with physical locations are perfectly poised to make the most of connected technology. Starting with customers’ mobile phones, retailers now have access to a web of connected devices that provide an enormous amount of live, contextual marketing data for personalization. Intelligent personalization, naturally…

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The I to T of the IoT
Intelligent personalization
Collecting and analyzing data from an ever-widening range of
devices facilitates more intelligent personalization of customer
experiences: driving sales and boosting revenue by knowing just
what to give each customer - and exactly when to give it to them.
Just in time
RFID tracks stock movement from
distributor, onto the shelf, round the
store and out via the POS. Reporting
on inventory in real time is easy - as
is sending online customers to the
nearest store with stock, or delivering
related information to in-store
customers on connected displays
and smart shelves.
K.I.S.S
Start with your existing technology: CRM, POS, store WiFi, add more
where it makes most sense. You don’t need huge capital outlay to
benefit from connecting mobile and other devices.
Loyalty
Live data means loyalty programs can be tailored to individual
customers, giving them the rewards they’re most likely to respond to -
and making sure you’re not giving away margin unnecessarily.
Marketing content
Marketing content can be triggered in a number of ways: by
crossing a geofence, coming in range of a beacon or WiFi, or even
at particular times or days of the week. It can be further
personalized with data drawn from customers’ mobiles and your
other connected devices...
Networked devices
The retail IoT starts with mobile as the most detailed - and
immediate - source of customer data. However kiosks,
beacons, in-store displays, PoS, wearables
and more can be networked to send and
receive data. And with billions of potential
data sources, marketing’s only going to get
more personal.
Omnichannel
As customers we want a
seamless, consistent
shopping regardless of
channel, so retailers need
to present a unified brand
and a consistent
experience across all
channels or devices they
use: online, mobile, offline
and more.
QR codes
Multiple technologies help to engage shoppers and create easier,
more engaging retail experiences in store. In-app activities, bar and
QR codes (which aren’t dead), click and collect, image matching,
virtual fitting rooms, offline wishlists - even talking coathangers.
Social networks
The key to engaging millennials
and Gen Z is social sharing –
FOMO and the power of referrals
will pull customers in when push-
ing your message won’t work. It’s
way more intuitive to share an ex-
perience on a device you have
at-hand (or on-wrist) than it is
when you get to a computer
hours later.
9.2 BILLION
RFID tags forecast to be sold in 2015
of retailers are gearing up for the IoT
have already implemented it
I
J
K
L
O
M
N
5 billion 25 billion
CHECK STORE STOCK
Buy online & collect
71%customers want
to check in-store
stock online
50%customers want
to buy online
& pick up
P
Q
Product info Video CRM App download M-commerce
are most used for:
R
S
2013 2014
FB accounted for 63%
The top 500 retailers earned
from social shopping in 2014, a 26% increase on 2013
$3.3 BILLION
Prescriptive analytics
Feeding the data collected from devices through analytic
algorithms and processing via machine learning gives retailers the
ideal combination of content, time and place to net results: moving
beyond predicting results to modelling the best course of action.
Real-time relevance
We’ve all come to expect that we’ll be given what we need when we
need it. Without live data, real-time personalization becomes more
difficult – if you’re just working from past purchases and database
demographics you can’t accurately predict what will work best for
each customer. More, failing to meet customer expectations of
relevant, timely information can seriously damage a brand.
96%
67%
BUY
STORE
http://www.zatar.com/news/internet-of-things-breathes-new-life-into-rfid-technology
http://loyalty360.org/resources/article/starbucks-and-brand-loyalty-growth#sthash.Q8zLcZ5I.dpuf
http://www.scanlife.com/assets/images/pdf/ScanLife_Trend_Report_Q1.2014.pdf
http://www.businessinsider.com.au/social-commerce-2015-report-2015-6
https://www.shopify.com/blog/12731545-which-social-media-platforms-drive-the-most-sales-infographic
https://www.fiksu.com/resources/fiksu-indexes#analysis
http://www.huffingtonpost.com/james-clear/forming-new-habits_b_5104807.html
http://info.localytics.com/blog/app-retention-improves
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
http://flurrymobile.tumblr.com/post/115194583975/app-install-addiction-shows-no-signs-of-stopping
http://www.cnet.com/news/study-app-downloads-to-hit-nearly-48-billion-in-2015/
http://www.theinquirer.net/inquirer/news/2342192/most-downloaded-apps-never-get-used
http://blog.bigcommerce.com/what-influences-a-purchase-decision-infographic/
http://www.retailtouchpoints.com/datapoints-of-the-week/1437-the-pyschology-behind-consumer-spend
www.plexure.com
Transaction history
Transactional data is important, which is why most retailers have
a lot of it. But it isn’t enough, which is why Things are such a big
deal. Things will help you get the data you need for ongoing
personalization: location, weather, local events, transport
conditions and more.
T
Social profile
Marital status, likes, gender
Location data
Current location, location history,
beacon proximity
Profile data
Name, age, any other basic profile
info currently collected in-app
In-app usage
Viewed items, favorites, offer
redemption, offers shared
External variables
Local weather, local events, traffic
conditions
Purchase history
Point of sale, eCommerce,
mCommerce