deep dive: iot in retail— · iot applications in retail consist of connected devices mainly used...
TRANSCRIPT
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March6,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
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InternetofThings(IoT)technologyhasthepotentialtotransformthewayretailersoperatebrick-and-mortarstores.Inthisreport,we:
1) OutlinetheapplicationsofIoTtechnologyforretailersandtheadvantagesofadoptingsuchtechnologyinbrick-and-mortarstores.
2) IllustratehowretailersincludingAmazonandWalmartareplanningtoapplyIoTtechnologyintheirstores,andwhatIoTproductstwoindustryspecialists—CatalystandSmartrac—providetoretailers.
3) ProposeaseriesofrecommendationsthatretailersshouldconsiderwhenimplementingstrategiestoadoptIoTtechnologyintheirphysicalstores.
Deep Dive:
IoT in Retail—Digitalizing Brick-
and-Mortar Stores
Deborah Weinswig
Managing Director,
Fung Global Retail & Technology
US: 917.655.6790
HK: 852.6119.1779
CN: 86.186.1420.3016
2
March6,2017
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
TableofContents
ExecutiveSummary.........................................................................................................................................3
Introduction....................................................................................................................................................4
IoTinRetail:TrackingStorePerformanceandInteractingwithCustomers......................................................4
AdvantagesofIoTinRetail..............................................................................................................................8
TechnologiesthatCanChangeStoreRetailing.................................................................................................9AmazonGo:TheStoreRunbyAI........................................................................................................................9EngagewithShoppersThroughLightwithVLC................................................................................................10RebeccaMinkoffConnectedStore...................................................................................................................11RazorshopbyRazorfish....................................................................................................................................12ShopWithMebyWith.Me.................................................................................................................................12WalmartandPanasonicSmartShoppingCartSolutions..................................................................................13
FurtherExamplesofIoTApplicationsinRetail:CatalystandSmartrac............................................................14Catalyst:InventoryControlforRetail...............................................................................................................14SmartracRetailStoreOptimization:Metrics....................................................................................................16
Recommendations:ActFast,HandleDatawithCare,ReviewRelationshipwithSuppliers..............................17ActFast,asCompetitorsareAdoptingNewTechnologies...............................................................................17SetUpClearPoliciesontheHandlingofConsumerData.................................................................................18RedefinetheRelationshipwithOtherSupply-ChainStakeholders..................................................................18
KeyTakeaways...............................................................................................................................................19
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
ExecutiveSummaryIoTtechnologyhasthepotentialtotransformthewayretailersoperatebrick-and-mortarstores.WedefineIoTasanydevicethatisInternetconnected,capableofsendinginformationtoacloudstoragesystemand/orcaninteractwithotherInternet-connecteddevices.Inthisreport,wefocusonlyonphysicalstores,excludingthesupplychain.
Wedistinguishbetweentwotypesofsolutionsaccordingtothemainfunctionoftheconnecteddevice:1)technologythattracksinventoryand/orconsumerbehaviour—oneexampleisRFID-enableddevicesthattracklocationsofitemsin-store;and2)technologythatinteractswithconsumers—forexamplesmartmirrorsthatcandetectwhatacustomertriesonandinteractwiththembysuggestingdifferentcolorsorotheritems.
TheapplicationsofIoTtechnologytobrick-and-mortarstoreenvironmentsbringmanyadvantagestoretailers,suchasmakingoperationsmoreefficientthankstotheconnecteddevices’abilitytotrackinventorylevelsinrealtime,orthepossibilityofimprovingthecustomer’sstorejourneybyincreasingthemerchandiseengagementthroughdevicessuchassmartmirrors.
CompaniessuchasAmazon,WalmartandRebeccaMinkoffareapplyingIoTtechnologyintheirphysicalstores.Amazontestedanewgrocerystoreformatthatusesartificialintelligence(AI)toprovideacheckout-freeshoppingexperience,whileWalmartplanstointroduceasmartshoppingcartthathelpsshopperstonavigatethroughthestoreandfindproductsontheshelves.
Li&Fung’sretail-technologyfirmCatalystandDutchtechcompanySmartracofferfurtherIoTproductstohelpretailersmanageinventoriesmoreefficientlyandengagewithcustomers.Forexample,Catalyst’sSmartScreenisatouchscreenthatallowsuserstointeractwiththeirgarmentsonthescreen,whileSmartrac’sMetricsisaretailstoreoptimizationsystemthatusessensorstotrackstoredata.
IoToffersmanyopportunitiesforretailerstoimproveefficiency,increaseconsumerengagementandultimatelygeneratemorerevenuefromin-storesales.WhenimplementingstrategiestoadoptIoTtechnologyin-store,webelievethatretailersshould:1)actfast,asthecompetitionismovingquicklytowardsadoption;2)setupclearpoliciesconcerningthehandlingofconsumerdata,asthedatagatheredbyIoTtechnologycouldraiseissuesintermsofdataprotectionorcomplianceregulations;and3)endeavourtoworkwithsuppliersthatcanembracetheincreasedefficiencyachievedbythedigitalizationofstoreoperations.
IoTtechnologyhasthepotentialtotransformthewayretailersoperatebrick-and-mortarstores.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
IntroductionIoTtechnologyhasthepotentialtotransformthewayretailersoperatetheirbrick-and-mortaroperations.OurdefinitionofIoTisanydevicethatisInternetconnected,capableofsendinginformationtoacloudstoragesystemand/orcaninteractwithotherInternet-connecteddevices.Whilesimplertechnologies,suchasbeacons,donotstrictlyfallwithinthisdefinition,weneverthelesssummarizetheseinthisreport,forcompleteness.
IoTapplicationsinretailconsistofconnecteddevicesmainlyusedtotrackinventoryandconsumerbehaviorortoimprovetheconsumer’sshoppingexperiencebymakingitmoreengaging.Thisreportfocusesonlyonin-storeIoTusage,anddoesnotconsidertheretailsupplychainorlogistics.
ApplyingIoTtechnologytoaphysicalstoreenvironmentcanincreasetheefficiencyofoperationsandunleashnewrevenueopportunities,amongotheradvantages.
Here,weprovideexamplesofhowretailers,includingAmazonandWalmart,arechangingstore-basedretailingthroughIoT.WealsoillustrateIoTsolutionsthattwofirms,CatalystandSmartrac,offertoretailers.
Finally,weformulateaseriesofrecommendationsthatretailersshouldconsiderwhenimplementingstrategiestoadoptIoTtechnologyin-store.
• Readersmayalsobeinterestedinourreport,AnOverviewoftheDigitalizationoftheApparelSupplyChain,whichcanbefoundonFungGlobalRetailTech.com.
IoTinRetail:TrackingStorePerformanceandInteractingwithCustomersWecandistinguishbetweentwocoretypesofIoTretailtechnology,accordingtothemainfunctionoftheconnecteddevices:
• Technologythattracksinventoryand/orconsumerbehavior:Thisincludesdeviceswithradio-frequencyidentification(RFID)sensorsthatcantrackthelocationandmovementofitemsin-store,aswellastrackconsumerbehaviorin-store.
• Technologythatinteractswithcustomers:Thisincludesdevicesthatmakeshoppers’experienceeasierandmoreengaging,suchassmartmirrorsthatenablecustomerstovirtuallytryonclothing.
TheapplicationofIoTdevicesinstoresispartofthebroadertrendthatisseeingtheadoptionoftechnologyinbrick-and-mortaroperations.InFigure1,welistselectedtechnologiesthatarefindingapplicationsinbrick-and-mortarstores.SomeofthoselistedareborderlineIoTormaynotbeconsideredIoTwithinourdefinition,buttheyareadjacenttoand,insomecases,interchangeablewithIoTproducts.Beacons,forexample,operatearelativelysimplesystemoflocalizedBluetoothtransmissions;the“work”isdonebytheuser’ssmartphoneinresponsetothosetransmissions.
ApplyingIoTtechnologytoaphysicalstoreenvironmentcanincreasetheefficiencyofoperationsandunleashnewrevenueopportunities,amongotheradvantages.
TheapplicationofIoTdevicesinstoresispartofthebroadertrendthatisseeingtheadoptionoftechnologyinbrick-and-mortaroperations.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Figure1.ListofSelectedIn-StoreTechnologiesandTheirApplications
Technology Description Application
SmartLighting/Thermostat
Sensorsthatdetectstorelightingandtemperature,collectdataandfeeditintoalgorithmsabletocreatepatternsthatregulatelights/temperature.
Thetechnologyisusedtoimprovetheenergyefficiencyofthestore.
Source:Trendhunter.com
VisibleLightCommunication(VLC)
FluorescentlampsorLEDsthattransmitsignalsthoughvisiblelightthatcanbereceivedbyasmartphonecamera.
RetailersuseVLCtocommunicatewithshoppersinstore,forexample,helpingcustomerstolocateanitemontheirshoppinglist.
Source:Futuristech.info
Beacon Wirelesstransmittertechnologythatcancommunicatewithcompatiblesoftware,includingappsinstalledonsmartphones,byusingBluetoothsignals.
Retailersusebeaconstosendcustomerstargetedmessagesontheirsmartphonedevices.
Source:Obeyproximity.com
NearFieldCommunication(NFC)Tags
NFCisashort-rangewirelessconnectivitytechnologythatenablescommunicationbetweendevices.
RetailersusethetechnologytoprovideinformationaboutanitemwhenthecustomerscansthecorrespondingNFCtagwithaNFC-enabledsmartphone.
Source:Rfidjournal.com
RFIDDevices RFIDusesradiowavestoidentifyandtrackitemsandtoenablecommunicationbetweendevices.
RetailersuseRFIDforinventorymanagementandforintegrationofin-storeconnecteddevicessuchasRFIDtagsandinteractivescreenssuchassmartmirrors.
Source:Rfidglobal.org
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Technology Description Application
SmartShelves Smartshelvesareelectronic,connectedshelvesthatdetectthelevelofinventory,usingtechnologysuchasRFID.
Smartshelvesareusedtoimproveinventorymanagement.
Source:Pccwsolutions.com
ElectronicShelf-EdgeLabels(ESL)
ESLconsistofconnecteddigitalpricetagsthatcancommunicatewithastoremanagementsystem(suchasaserverthatstoresdataandsoftwarethatallowsmanagerstovisualizedataandtomakedecisions).
RetailersuseESLtochangethepricingofitemsontheshelvesinrealtime.
Source:Electronicshelflabelling.co.nz
SmartRobots Autonomousmobiledevicesthatcannavigatethroughthestoreandcompletesimple,repetitivetasks.
Retailersusesmartrobotsforinventorymanagement,suchascheckingthelevelofstockandtoreplenishtheshelves.
Source:SimbeRobotics
SmartShoppingCarts Sensor-enabledcartsareabletocommunicatewithotheritemsin-storesuchassmart-taggeditemsandtosenddatatoacentralserver.
Retailersusesmartshoppingcartstohelpshopperstonavigatethestoreandtolocatetheitemstheyaresearchingfor.
Source:Roboticstrends.com
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Technology Description Application
InteractiveFittingRooms
FittingroomsfeaturingconnectedinteractivescreenswithtechnologiessuchasRFIDproductrecognitionandtouchscreens.
Screensininteractivefittingroomscandetectwhatitemtheshopperistryingonandinteractwiththem,forexamplebyshowingotheritemsthatmatchwithit.
Source:OakLabs
SmartPackaging PackagingwithconnectedtechnologysuchasNFCthatcanmonitorthefreshnessofaproductorcansendinformationaboutanitemtotheshopper’ssmartphone.
Retailerscanusethetechnologytoimproveinventorymanagementandcustomerengagement.
Source:Packagingdigest.com
VirtualReality(VR) VRenablesuserswearingapieceofhardware(oculusrift)toexperiencearealisticsimulationofa3Denvironment.
VRenablesshopperstoexperienceanitemorservicevirtuallybeforepurchasingit.SeveralcompaniesalreadyuseVRtohelpinthepurchasingprocess:carmanufacturerVolvoofferscustomersVRtestdrives;customersatpackageholidayproviderThomasCookcanuseVRtoexperiencewhatitfeelslikebeingatoneoftheholidayresorts.
Source:MicrosoftHoloLens
Source:FungGlobalRetail&Technology
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
AdvantagesofIoTinRetailEssentially,theapplicationofIoTtechnologyhelpsretailersmakeinventorymanagementmoreefficient,measurestoreperformanceandimprovethecustomerexperience.Inparticular,IoTinretailcanbringthefollowingadvantages:
• Optimizationofstoreoperations:AmajoradvantageofIoTinretailisthedigitizationofin-storeinventory.Thismakesitpossibleforretailerstotrackinventorylevelsandlocationofitemsin-storeatanytimeinordertoavoidmisplacedstock.Thisimprovesstorereadiness,increasestransparencyandvisibilityoftheoperationsandmakesitpossibletorunsystemsthatimproveefficiency,suchasautomatedalertsforstockreplenishment.
• In-storeanalytics:Datageneratedbytrackingthemovementofitemsin-storeandconsumerbehaviormakesitpossibletorecordmetricssuchasconversionratesandtomakedecisionstoimprovestoreperformancesuchasincreasingthevisibilityofthebest-performingitems.Forexample,usingsensorstotrackthemovementofitemsin-store—suchaswhichitemsaretriedonandbroughttothecheckoutforpurchasing—canhelpmanagersimprovestorelayoutbyplacingmorepopularproductsinhigh-trafficareas.
• Closerintegrationwiththerestofthesupplychain:In-storeinventorytrackingthroughIoTenablescloserintegrationwithotherstagesofthesupplychainsuchasdistribution,supportingmoreefficientoperations.Weprovideanoverviewofthebenefitofanintegratedapparelsupplychainthroughdigitalizationinourreport,AnOverviewoftheDigitalizationoftheApparelSupplyChain.
• Improvedconsumerexperience:In-storeconnectedtechnologyincreasesmerchandiseengagement—forexamplebyusingsmartmirrorsthatenablecustomerstovirtuallytryonitemsorthroughNFCtagsthatsendinformationaboutanitemtothecustomer’ssmartphone.
• Newrevenueopportunities:Byincreasingtheopportunitiesforcustomerstoconnectandinteractwithretailers,IoTcanhelpretailersgrowrevenues.Forexample,usingin-storedigitalscreens,shopperscouldordersizesorcolorsthatarenotinstockin-store.
InFigure2,weillustrateatangibleexampleofhowIoTtechnologyimprovesretailoperations—comparingthelevelofinventoryaccuracybetweenbarcodedandRFIDsystems.
IoTtechnologyhelpsretailersmakeinventorymanagementmoreefficient,measurestoreperformanceandimprovethecustomerexperience.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Figure2.HowIoTinRetailImprovesOperations:Barcodedvs.RFIDStockFilingAccuracy
Source:smartrac-group.com
Byincreasingtheefficiencyofretailers’operations,IoTgeneratesvaluegrowthfortheretailindustryasawhole.TheadoptionofIoTtechnologiesisexpectedtobringtotheretailindustryanestimatedtotaleconomicbenefitof£4.5billion(US$5.6billion)intheperiodfrom2015through2020,accordingtothebusinessanalyticssoftwareorganizationSASInstitute.However,unlikethebrick-and-mortar-storefocusofthisreport,thattotalislikelytoincorporatebenefitsyieldedintheretailsupplychainandlogistics.
TechnologiesthatCanChangeStoreRetailingIoTinretailhasthepotentialtotransformthewaybrick-and-mortarstoresoperate,howtheyaremanagedandhowtheyinteractwithcustomers.Signsoftheprofoundimpactthatdigitaltechnologieshaveonbrick-and-mortaroperationsarealreadyvisible.Inparticular,thenewconceptstoreAmazonGoshowshowtoprovideafrictionlessgroceryshoppingexperiencewiththeuseofAI.
AnotherremarkableapplicationofIoTinretailisVLC,whichpromisestorevolutionizethewaytheretailerengageswiththeshopperin-store.OtherexamplesofhowIoTchangesthewaycustomersshopinbrick-and-mortarstoresincludeRebeccaMinkoff’sconnectedstore,RazorshopbyRazorfishShopWithMebyWith.Me,andWalmart’sandPanasonic’sSmartShoppingCartsolutions.Inthissection,weprovideshortprofilesforeachoftheseinnovativeconcepts.
AmazonGo:TheStoreRunbyAIOnDecember5,2016,AmazonannouncedthelaunchofAmazonGo,anewconceptstorewithoutcheckoutlines.AmazonGouseAItoprovideafrictionlessshoppingexperience.Theideaistoeliminatewaitingtimeandlinesatthecheckoutsbyeliminatingphysicalcheckouts.
Barcoded:60%‒70%accuracyrangedependingoncycleofrecmficamon
RFID:98%accuracymeasuredinrealmme
Thehighdegreeofaccuracyminimizesrevenuelossduetoout-of-stocksituamonsandenablesmulmchannelscenarioswherecustomerscould
checkavailabilityonlinepriortotravelingtoastore
Byincreasingtheefficiencyofretailers’operations,IoTgeneratesavaluegrowthfortheretailindustryasawhole.
Signsoftheprofoundimpactthatdigitaltechnologieshaveonbrick-and-mortaroperationsarealreadyvisible.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Source:Amazon.com
UsinganAmazonGoapp,shoppersswipetheirsmartphonesonturnstilesastheyenterthestore.Asystemofcomputervision,sensorfusionanddeeplearningdetectswhichproductstheshopperpicksupandwhichonesarereturnedtotheshelvesandchargesthecustomeraccordingly.Thetotalbalanceisthenchargedontheshopper’sAmazonaccount.Thecustomercanjustwalkout,aspaymentwillbetakenautomaticallyfromthebankcardfiledwiththeaccount.Amazonpointsoutthatsimilartechnologyisbeingusedinself-drivingcars.
Thefirst,1,800-square-footstoreisinSeattle.Atthetimeofwriting,thestoreisstillnotopentothepublic.Theopeningisexpectedinearly2017,accordingtomediareports.
EngagewithShoppersThroughLightwithVLCVLCisatechnologythatuseslightsourcessuchasLEDlightbulbstosendinformationthroughvisiblelightthatcanbereceivedandreadbydevices,includingsmartphones,throughtheircamera.Thesystemcanactasanindoorpositioningsystem.Inbrick-and-mortarretailing,VLCcanbeusedtosendlocation-basednotificationstoshoppers’smartphones—forexampleinformationaboutpromotionsordirectionstohelpcustomersnavigatethroughthestoreandlocatetheitemstheyarelookingfor.
In2015,FrenchretailerCarrefourintroducedVLCinitshypermarketEuraLilleinLille,France.Thetechnology,fromDutchelectronicsfirmPhilips,wastestedbytheretaileraspartofapromotionalcampaign“PromoC-où”tohelpconsumerslocatepromotionaloffersin-store.Throughanapp,shopperscouldcompileashoppinglistofitemsonoffer.Oncein-store,VLCwouldsenddirectionstothecustomers’smartphonetolocatetheitems.Thetestlasteduntiltheendof2016,whenthepromotionended.
AmazonGousesAItoprovideafrictionlessshoppingexperience.
VLCisatechnologythatuseslightsourcessuchasLEDlightbulbstosendinformationthroughvisiblelight.
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Source:Philips
RebeccaMinkoffConnectedStoreFashionfirmRebeccaMinkoffoperatesaConnectedStoreinNewYorkthatfeaturesconnectedwalls—asystemofscreensthroughwhichtheshoppercanbrowsethecollectionandorderitemstobesenttothefittingroombyastoreassociate.Thefittingroomsfeaturedigitalmirrors—mirroreddisplaysthatuseRFIDtorecognizetheitemsintheroomandthatsuggestwhatothersizesorcolorareavailableinstock.Throughthemirrors,theshoppercanaskforotheritemstobebroughttothefittingroom,andrequeststorepersonneltosendtheselecteditemstothecheckoutforpurchase.Thedigitalmirrorgathersdataaboutthecustomerswhichwillenablethedevicetogivetheshopperstylerecommendationsbasedontheirpastshoppinghistory.
Source:Digiday.com
Thefittingroomsfeaturedigitalmirrors—mirroreddisplaysthatuseRFIDtorecognizetheitemsintheroomandthatsuggestwhatothersizesorcolorareavailableinstock.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
RazorshopbyRazorfishUStechcompaniesRazorfishandAdobehavedevelopedRazorshop,adigitalretailenvironmentthatenablestheprofilingofcustomersinordertopositivelyinfluencetheirshoppingbehaviorandprovidethemwithapersonalizedshoppingexperience.Theservicecombinesaseriesofproprietarytechnology:
BluetoothLowEnergyExperiencePlatform(BLEEP):BLEEPrecognizesashopper’ssmartphoneandsendsinformationaboutitemsinstockasthecustomerentersthestore.
In-storeCustomerEngagementApplication(ICE):ICErunsontabletsthroughwhichthestoreassociatecanbrowseinformation—storedinasecuredcloud—aboutacustomer’sshoppingbehavior,preferencesandhistory.
AdobeSoftware:Thisisusedbythesolutiontoprovidestoremanagerswithanalyticstoimprovestoreperformanceandthecustomers’shoppingexperience.
Thesmartshopalsofeaturesotherdevices,includinginteractivedisplaysthroughwhichthestoreassociatecanshowtheoutfitoptionstocustomersbasedontheirpreferences.
Source:Razorfish.com
ShopWithMebyWith.MeShopWithMeisaninteractivestoreinChicagodevelopedbyretailtechcompanyWith.Me.TheoutlethousescollectionsfromTOMSShoesandRaven+Lily,andfeaturesa30-foot-longpixelwallwithinteractiveshelvesthatcanmovetowardcustomersastheybrowse.Thesystemsuggestsitemstoshoppersaccordingtotheirindividualpreferences,basedondatagatheredbythein-storetechnologywhichmonitorsthebrowsingbehavioroftheshoppers.Dottedthroughoutthestoreareinteractivetables—tableswithaninteractivescreenthatgivesinformationaboutitems,whichareRFIDtagged,astheshopperplacesthemintheproximityofthesurface.
Razorshop,adigitalretailenvironmentthatenablestheprofilingofcustomersinordertopositivelyinfluencetheirshoppingbehavior.
ShopWithMeisaninteractivestoreinChicago,developedbyretailtechcompanyWith.Me.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Source:ElectricRunway
WalmartandPanasonicSmartShoppingCartSolutionsWalmart:USretailerWalmartiscollaboratingwithtechcompanyFiveElementsRoboticsonthedevelopmentofasmartshoppingcartthatwillhelpshoppersnavigatethroughastoretofindproductsontheshelves.Thecartoperatesthroughanetworkofsensorsthatsenddatatoacentralcomputerthattracksinventoryandmatchesthecustomer’sshoppinglistwiththeavailableinventory.Thecentralcomputerwillthensenddirectionstothesmartcartsaboutthelocationoftheitemsonthelistwithinthestore.ThepatentwasfiledinMarch2016,butthetechnologyisstillnotoperationalinWalmartstoresatthetimeofwriting.
Panasonic:JapaneseelectronicsfirmPanasonichasdevelopedasimilarsolution,asmartshoppingbasketdesignedtodetectitemsinacartandcalculatethebill.Atthecheckout,thebottomofthebasketopensupandtheitemsslideintoashoppingbag.ThecompanytestedthesolutioninaLawsonstoreinOsakaandannouncedthatthesystemwillbefullyoperationalbyFebruary2017,accordingtoTheWallStreetJournal.
Source:ANNNews
WalmartiscollaboratingwithtechcompanyFiveElementsRoboticsonthedevelopmentofasmartshoppingcart.
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FurtherExamplesofIoTApplicationsinRetail:CatalystandSmartracInthissection,weprovideanoverviewofIoTproductsbytwocompanies:Li&Fung’sretailtechcompany,Catalyst,andDutchtechcompanySmartrac.ThetwocompaniesareworkingtogetheronanewRFIDpartnershiptoofferin-storeproducttracking.
Catalyst:InventoryControlforRetailCatalystprovidesinnovativeRFIDproductstohelpretailersmanagingretailinventories.TwooftheseproductsareCatalystScanandRFIDInventoryRobot:
• CatalystScan:CatalystScanisanefficientinventorymanagementproduct,consistingofanRFIDhandheldreaderthatuploadsdatadirectlytothecloud.Thescannerpairswithasmartphonethroughwhichtheusercanopenanapp,createaninventoryorcontinueanexistinginventoryandpopulateitbyscanningtheitems.Italsoenablesvisualinventory,asinformationabouttheitems—photosanddescription—canberetrievedfromthecloudduringthescanning.
Source:catalyst-direct.com
• CatalystRobot:TheCatalystRobotisanRFIDinventorymanagementproductthatconsistsofanautonomousandmobilerobotcapableofcompletingstoreinventories.Theroboteasilynavigatesaroundretailspacesandprovidesstockavailabilityandlocationdataonaregularbasis.
CatalystalsoprovidesRFIDproductsthatenhancecustomerengagementin-storeandimprovetheshoppingexperience:
• CatalystSmartScreen:Aninteractivetouchscreenthatallowsuserstointeractwiththeirgarmentonthescreen,viewthe‘completelook’andviewthegarment’sproductinformation.Toactivatethescreen,thecustomeronlyneedstoholdthegarmentclosetothescreen,whichdetectstheRFIDtagattachedtothegarmentandpullsassociatedcontentdownfromthecloud.
CatalystprovidesinnovativeRFIDsolutionstohelpretailersmanageinventories.
CatalystalsoprovidesRFIDsolutionsthatenhancecustomerengagementinstoreandimprovetheshoppingexperience.
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Source:catalyst-direct.com
RetailerssuchasBurberryandRebeccaMinkoff(asdiscussedearlierinthereport)alreadyusesimilartechnologyintheirstores.Burberry’sRegentStreetflagshipstoreinLondonfeaturesdigitalmirrorsthatuseRFIDtechnologytoidentifythegarmenttheshopperpicksupandshowsonthescreenfurtherinformationsuchasoutfitideas.
• CatalystSmartTray:Atraycombinedwithaninteractivetouchscreen.WhenacustomerplacesaproductthathasanRFIDtagontheSmartTray,thelatterdisplaysarangeofinformation,includingproductfeaturesandbenefits.Thetechnologyistypicallyusedforcosmeticsorfootwear.
Source:catalyst-direct.com
Burberry’sRegentStreetflagshipstoreinLondonfeaturesdigitalmirrorsthatuseRFIDtechnology.
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SmartracRetailStoreOptimization:Metrics DutchtechcompanySmartracoffersMetrics,aretailstoreoptimizationsystemthatusessensorstotrackstoredata.
Smartrac’ssystemcanalsoshowstoremanagerswhathappenswhenanitemistakentothefittingroomandhowwellemployeesareengagingwithcustomers.Thesystemprovidesbrick-and-mortarretailerswithawealthofinventoryinformationtoimprovestockkeeping,displaysandsalesconversion.
Source:smartrac-group.com
Metricsconsistsofanetworkofsensorsthatcollectstoredata.Informationisgatheredthroughmotionsensors,RFIDdevicesandPointofSales(POS)datafeedback.Alltheinformationgatheredisthenstoredinthecloud.
Thesystemprovidesthesamelevelofanalyticsavailableinane-commerceenvironment,including:
• Insighttohelpexecutivesimprovestoremanagement.
• Actionsforemployees,suchasalertsthattellwhenanitemisoutofplaceorwhenreplenishmentisneeded.
StoremanagerscanusetheinformationtotrackKPIs,including:
• Howlongittakestoreplenishthesalesfloor.
• Howlongittakestostockanitemthatisreceived.
• How“clean”thestoreis(howmanyitemsaremisplaced).
IoTsystemssuchasSmartrac’sMetricsalsoenableexecutivestomeasureconversionfrombrowsingorfromtryingoninfittingrooms.Andmanagerscananalyzehowwellemployeesengagewithconsumersinordertoincreaseconversion.
Currently,retailersknowwhatsellsbasedonsalesdata.However,in-storeIoTsystemscangivefurtherinformation,suchasidentifyingitemswithalowconversionratio(itemspickedupmanytimes,yetarenotpurchasedoften),orconversely,whichitemsdonothaveenoughvisibilityrelativetotheirpotentialbasedontheirconversionratio.Thisinformationcanhelptoimprovethelayoutofthestorebyincreasingthevisibilityofmerchandisewithpotentialformoresales.
DutchtechcompanySmartracoffersMetrics,aretailstoreoptimizationsystemthatusessensorstotrackstoredata.
IoTsystemssuchasSmartrac’sMetricsalsoenableexecutivestomeasureconversionfrombrowsingorfromtryingoninfittingrooms.
Metricsconsistsofanetworkofsensorsthatcollectstoredata.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Recommendations:ActFast,HandleDatawithCare,ReviewRelationshipwithSuppliersIoTinretailoffersmanyopportunitiesforretailerstoimproveefficiency,increaseconsumers’engagementandultimatelygeneratemorerevenuefromin-storesales.WhenimplementingtheirstrategiestoadoptIoTtechnologyin-store,webelievethatretailersshouldconsiderthefollowing:1)actfast,ascompetitorsareadoptingnewtechnologies;2)setupclearpoliciesonthehandlingofconsumerdata;and3)redefinetherelationshipwithothersupply-chainstakeholders.
ActFast,asCompetitorsareAdoptingNewTechnologiesRetailersthatwishtoremaincompetitiveshouldactfastanddeployanadoptionstrategyforIoTtechnologyin-store.
IoTinretailisstillinitsearlystage,butretailersareadoptingtechnologiesquickly.Only4%ofUS-basedapparelretailershadachievedfulladoptionofRFIDtagsasofJune2016,accordingtotheAuburnUniversityRFIDLab.However,theremaining96%ofretailerswereworkingtowardtheachievementoffullRFIDadoption,asshowninFigure3.Consequently,inthenearfuture,weexpectthatmostapparelretailersintheUSwillhaveRFIDtechnologyin-store.
Figure3.USApparelRetailAdoptionofRFID—June2016
Source:AuburnUniversityRFIDLab
Retailersareactingfastinadoptingthetechnology:forinstance,intheUK,retailershada21%IoTtechnologyadoptionratein2015,accordingtotheSASInstitute.ConsideringtheeconomicbenefitsintermsofincreasedefficiencythatIoTbringstoretailoperations,itcomesasnosurprisethatmostplayersintheindustryareundertakingstrategiestoadoptthetechnology.
0%:FeasibilityAssessment
35%:ProofofConcept
22%:Pilot
39%:PhasedDeployment
4%:FullDeployment
RetailersthatwishtoremaincompetitiveshouldactfastanddeployanadoptionstrategyforIoTtechnologyin-store.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
SetUpClearPoliciesontheHandlingofConsumerDataRetailersthatadoptin-storeIoTtechnologyneedtoconsiderthelegalimplicationsoftrackingconsumers’data,makeitcleartoconsumerswhendataisrecordedandforwhatreasons,anddefinecleardatahandlingresponsibilitiesandcomplianceprocedureswithintheorganization.
Thecollectionofconsumers’datathatIoTinretailmakespossiblecouldraiseconcernsamongshoppers.AccordingtoasurveyundertakenbyresearchorganizationComRes,69%ofrespondentsvoicedconcernsaboutthecollectionanduseofpersonaldatabyorganizationsthroughconnecteddevices.
Figure4.LevelofConcernTowardtheCollectionandUsageofPersonalDatabyOrganizationsThroughConnectedDevices:%ofRespondents
Base:1,000UKadultsaged18+.Period:February18,2015toFebruary23,2015.Source:ComRes
Moreover,dataprotectionregulationscouldundermineretailers’abilitytousedatagatheredbyIoTtechnologyforconsumerbehavioranalytics.Forexample,theGeneralDataProtectionRegulation(GDPR),anewregulationthatwillregulatedataprotectionintheEUandcomesintoeffectfrom2018,introducesmorestringentprovisionsfororganizations—includingretailers—operatingintheEUandusingdataprocessingtechnology.
RedefinetheRelationshipwithOtherSupply-ChainStakeholdersRetailersadoptingIoTtechnologyshouldredefinetherelationshipwithotherstakeholderswithinthesupplychain,andchoosebusinesspartnerswithoperationsthatarereadytoeffectivelymeettherequirementsoftheincreasedefficiencythetechnologybringstotheretailer.
WehaveseeninthereporthowtheIoTtechnologiesthattrackin-storeinventorycanbringacloserintegrationandbettercoordinationwiththerestofthesupplychain,makingtheretailers’operationsmoreefficient.Forexample,in-storesensorscanbeusedtotrackinventoryinrealtimeandtoprocessordersmoreswiftly.Figure5summarizesthecloserintegrationbetweentheretailerandthesupplierenabledbyIoTtechnology.
25
44
21
4
6
Veryconcerned
Fairlyconcerned
Notveryconcerned
Notatallconcerned
Don'tknow
Retailersthatadoptin-storeIoTtechnologyneedtoconsiderthelegalimplicationsoftrackingconsumers’data.
RetailersadoptingIoTtechnologyshouldredefinetherelationshipwithotherstakeholderswithinthesupplychain.
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
Figure5.IoTinRetailIncreasesEfficiencyintheRetailer/SupplierRelationship
Source:FungGlobalRetail&Technology
Inordertocapitalizeontheseadvantages,retailersshouldpartnerupwithsuppliersthatcanreceiveandrespondpromptlyandefficientlytothefrequentorderstriggeredbytheretailer’sreal-timeinventorytrackingsystem.
KeyTakeawaysIoTtechnologyhasthepotentialtotransformthewayretailersoperatebrick-and-mortarstores.RFID,NFCandVLCareamongthetechnologiesofferingpromisetoretailers.
IoTbringsmanyadvantagestoretailers,suchasmakingstoreoperationsmoreefficientduetotheconnecteddevices’abilitytotrackinventorylevelsinrealtime,orthepossibilityofimprovingthecustomer’sstorejourneybyincreasingthemerchandiseengagementthroughdevicessuchassmartmirrors.
CompaniessuchasAmazon,WalmartandCarrefourareapplyingIoTtechnologyintheirbrick-and-mortaroperations.Wecanexpectotherretailerstofollowsuit,inabidtocatchupwiththeindustryleaders.
RetailerslookingtoadoptIoTtechnologyin-storeneedtoconsidertheimplicationsofhandlingshoppers’datagatheredthroughIoTtechnologyinordertoavoiddataprotectionbreaches.Moreover,retailersshouldalsoendeavourtoworkwithsuppliersreadytohelpthemcapitalizeontheincreasedefficiencybroughtbyIoT.
CompaniessuchasAmazon,WalmartandCarrefourareapplyingIoTtechnologyintheirbrick-and-mortaroperations.Wecanexpectotherretailerstofollowsuit,inabidtocatchupwiththeindustryleaders.
Retailer’sInventory
Supplier’sWarehouse
IoTTechnology
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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:[email protected] ResearchAssociate
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