
Giving Brick and Mortar Retailers the Upper Hand with New Technologies to Combat the Online Shopping Craze


This challenge has prompted hybris to recreate the intuitive online experience in-store by generating real-time information about what shoppers are thinking of buying. In particular, the hybris labs team focuses on painting a picture of a world in which the customer journey can be analysed and acted upon in real-time across every channel by connecting the physical retail space.
This connected retail space includes the ‘Funky Retail’ prototype, where strategically placed sensors in Funky Boxes light up when a customer approaches a product. Indicated by a change of colour, the box can inform an assistant how long a customer has stood in front of a product. As soon as a customer lifts a product, a short promotional video clip is shown on a big screen.
In a similar vein, the ‘Changing Room’ scenario uses RFID scanners to identify which items have been brought into the changing cabin so that sales personnel know what the customer has chosen. They can then react quickly to offer different options, while a connected tablet inside the cabin also allows the shopper to browse alternatives.
This instant understanding of a customer’s preferences generates spot-on real-time analytics, paving the way for future marketing. The choices that are readily available to shoppers in-store should help retailers convert those customers who like to browse in-store but then buy online into in-store purchasers. This reduces the showrooming in-store and creates a full omni-channel experience for the customer.
In the food and drink trade, good service equates with customer satisfaction. With 2015 having been tipped by technology commentators as the year in which the IoT will finally begin to impact business growth, hybris labs built a beer table as part of an Oktoberfest initiative, in which sensors embedded in beer mats alert staff when a customer’s glass is empty. This invention should guarantee eternal gratitude for drinkers in a crowded bar.
Always aware of the ‘creepy factor’ of knowing what consumers want before they even know they want something, these technologies require customers to opt in. With the Smart Wine Shelf, customers are able to establish their personal wine profile by answering a few questions. Once the profile is ready, it can be sent to a nearby wine shelf, which in return will highlight the wines that match the customer’s profile.
These are just a few innovative examples of how brick and mortar retailers can take a “digital” approach to make a comeback and combat the so called showrooming-effect. Retail competition continues to grow with online retailers adopting a number of innovative technologies to increase their share.
However, physical stores now have the tools they need to compete. While customers have gained the upper hand over retailers in recent years, it’s up to the retailer to understand consumer preferences and map out omni-channel strategies that cater a customer’s wants and needs. The brands adopting this approach and thinking beyond their own physical walls will see positive results regarding their sales and customer loyalty.
Featured Vendors
projektraum36 / p36.labs: Delivering Native SAP Cloud-based Solutions for the Life Sciences Industry
My Supply Chain Group (MSCG): Enabling the Intelligent Enterprise and Digital Supply Chain through SAP
Configurable Management: Get Control of your SAP Master Data and Automate Manual Business Processes—Rapid Deployment Solutions
Global Software, Inc: Creating the Ultimate Excel-based SAP Reporting Platform with Spreadsheet Server
EDITOR'S PICK
Essential Technology Elements Necessary To Enable...
By Leni Kaufman, VP & CIO, Newport News Shipbuilding
Comparative Data Among Physician Peers
By George Evans, CIO, Singing River Health System
Monitoring Technologies Without Human Intervention
By John Kamin, EVP and CIO, Old National Bancorp
Unlocking the Value of Connected Cars
By Elliot Garbus, VP-IoT Solutions Group & GM-Automotive...
Digital Innovation Giving Rise to New Capabilities
By Gregory Morrison, SVP & CIO, Cox Enterprises
Staying Connected to Organizational Priorities is Vital...
By Alberto Ruocco, CIO, American Electric Power
Comprehensible Distribution of Training and Information...
By Sam Lamonica, CIO & VP Information Systems, Rosendin...
The Current Focus is On Comprehensive Solutions
By Sergey Cherkasov, CIO, PhosAgro
Big Data Analytics and Its Impact on the Supply Chain
By Pascal Becotte, MD-Global Supply Chain Practice for the...
Technology's Impact on Field Services
By Stephen Caulfield, Executive Director, Global Field...
Carmax, the Automobile Business with IT at the Core
By Shamim Mohammad, SVP & CIO, CarMax
The CIO's role in rethinking the scope of EPM for...
By Ronald Seymore, Managing Director, Enterprise Performance...
Driving Insurance Agent Productivity with Mobile and Big...
By Brad Bodell, SVP and CIO, CNO Financial Group, Inc.
Transformative Impact On The IT Landscape
By Jim Whitehurst, CEO, Red Hat
Get Ready for an IT Renaissance: Brought to You by Big...
By Clark Golestani, EVP and CIO, Merck
Four Initiatives Driving ECM Innovation
By Scott Craig, Vice President of Product Marketing, Lexmark...
Technology to Leverage and Enable
By Dave Kipe, SVP, Global Operations, Scholastic Inc.
By Meerah Rajavel, CIO, Forcepoint
AI is the New UI-AI + UX + DesignOps
By Amit Bahree, Executive, Global Technology and Innovation,...
Evolving Role of the CIO - Enabling Business Execution...
By Greg Tacchetti, CIO, State Auto Insurance
Read Also
Tech Continues To Transform The Broker’s Universe
How Digital Innovation Is Transforming Real Estate
Significance Of Flexible Leadership In Real Estate Business
Innovating The Single-Family Leasing Industry To Simplify The Home
How Technology Fuels The Future Of Work
Digital Transformation & Innovation
