Intelligent Tech Channels Issue 16 - Page 45

INTELLIGENT MOBILE TECHNOLOGY Analytics The adoption of smartphones gives retailers an opportunity to leverage their existing Wi-Fi network to extract actionable location data. In-store experiences are dramatically improved through the adoption of the most advanced location-based solutions that allow for an array of analytics. This results in better customer experiences as well as operational effectiveness. For example, a customer would be frustrated when after joining a loyalty programme, they discover a favorite product is always missing from the aisle. With analytics from your loyalty application, you can focus attention on items your best customers purchase to keep them stocked. By providing visualisations, dwell times and other metrics, analytics can tell you whether temporary displays are attracting purchases, or are an annoying traffic impediment, so you can take appropriate action. Clearly, the faster an underperforming display gets remediated, the faster sales get made. Longer term, visualising what works best, in which locations and at what time of year, can help you replicate successes to maximise daily and seasonal sales. Beyond the personalisation and relevance benefits, here is yet another reason to deploy Bluetooth Low Energy enabled location- ready infrastructure: You can rapidly take advantage of new experience innovations already in the pipeline to keep you ahead of your competition. Navigation Map-enabled, indoor, turn-by-turn navigation via a customer’s mobile application is swiftly becoming a competitive differentiator as customers can get easily frustrated when looking for particular retail outlet in a massive mall for example. A frustrating experience could be the ultimate deal-breaker. Find-a-Friend More sophisticated location solutions go further by offering assistance empowerment, also known as location defined text. If the associate is occupied, they can respond with an availability estimate while also suggesting the consumer continue shopping because the associate can find them. With location-based services, all employees – including minimally-trained seasonal workers – can quickly assist customers or restock goods, minimising two perennial productivity drains. When an associate needs help, find-a- friend works the same way for them. Reducing these types of frictions can also significantly lower employee frustration, leading to less turnover and improved brand affinity. Moving forward, location awareness will be key to other innovations, such as deploying bots for shelf scanning. Ahmed Ibrahim Mohamed, SE Manager Aruba, HPE. By providing visualisations, dwell times and other metrics, analytics can tell you whether temporary displays are attracting purchases, or are an annoying traffic impediment. sharing. With this capability, customers can consult your shopping application to visually find nearby associates if they want help. Clicking an associate’s icon enables sending that individual a pre- Asset Tracking The latest location-based solutions offer specialised sensors for tracking high-value items and inventory, ranging from carts and ladders to POS devices and pallets of goods. Easy-to-use mobile applications ensure that staff can quickly configure asset tags and then locate the physical assets within an indoor location. Here is an example of how asset tracking is helpful. When customers encounter an empty merchandise slot, they frequently consult an associate and learn the item just arrived. Then, your associate walks the length of the store, where they are confronted with several possible pallets. Equipping pallets with an asset tracking sensor enables associates to pull up a goods list for each pallet and retrieve the wanted item, rather than returning to the customer a dozen minutes later empty handed. This is just one-way asset tags can assist with personalised and relevant customer service. Others include quickly locating a ladder to get items off of a shelf or finding a cart capable of handling bulky merchandise. Beyond these applications, location- based services can offer many more benefits. In addition to staying competitive today, deploying such infrastructure will reap rewards as innovations evolve for years to come.  45