marketing-digital-post

Contemplating the appearance of a garment without the need to try it on, selecting an item directly from the shelf to access its information, visualizing product functionality through specialized screens, and immersing oneself in captivating visual images that create a sense of immersion in a setting reminiscent of fiction movies may initially sound like a very avant-garde proposal. However, this scenario has become a tangible reality thanks to the implementation of the Smart Retail concept, which has driven a revitalization of physical stores.

Studies by Price Waterhouse Coopers (PwC) reveal that 60% of consumers still prefer physical stores; however, the latest analysis by Emergen Research indicates that, in 2021, the smart retail market reached $23.40 billion, anticipating a compound annual revenue growth rate of 22.9% in the forecast period. These convergent data emphasize the imminent need not only to support physical stores but also to strategically invest in innovations such as Smart Retail to enhance their performance and maintain their relevance in the current retail landscape.

But what does the concept of Smart Retail precisely entail?

It is a revolutionary strategy that transforms the shopping experience by integrating advanced technologies and intelligent data into the retail environment. This innovative approach uses solutions such as digital indoor maps, the Internet of Things (IoT), and real-time data analysis to optimize operational efficiency, personalize the customer experience, and anticipate market demands.

What is its contribution to the industry?

The impact of Smart Retail on the industry is evident through its revolutionary introduction of technological innovations that optimize the shopping experience. The integration of smart devices and platforms provides retailers with advanced tools to understand and anticipate customer needs, raising not only the standard of customer service but also boosting efficiency and profitability throughout the supply chain.

How does Smart Retail transform the experience in physical stores?

In the specific realm of physical stores, Smart Retail emerges as an innovative driver by incorporating technologies such as digital signs, smart fitting rooms, and virtual reality mirrors to enhance the customer experience throughout their journey, both outside and inside the establishment. The digitization of these retail spaces completely redefines the act of shopping, turning it into a novel and unique experience. The advanced tools of these smart stores captivate with technology that provides highly personalized treatment, resulting in an increase in sales due to the positive transformation in customer interaction with the physical shopping environment.

Having understood the fundamental definitions and relevance of the concept, we will now delve into a detailed analysis of the essential technologies driving the performance of physical stores in the retail sector:

  1. Digital screens located at the ends of shelves represent a cutting-edge strategy to incorporate digital signage in the context of Smart Retail. These devices enable stores to instantly update product information, providing flexibility to notify customers about availability or automatically highlight related alternatives. Additionally, the ability for precise customization and segmentation, considering factors such as the time of day, store location, and customer purchase history, ensures the relevance of messages, enhancing their experience and expanding sales opportunities.
  2. Smart Shelves. They provide store customers with a more efficient and tailored shopping experience. By eliminating traditional price tags and adopting digital signage, these shelves offer real-time information about products, promotions, and nutritional details.
  3. Augmented Reality. This tool facilitates the integration between the physical and virtual environments through devices that can project images or data, creating a unique experience. A concrete example is observed in the furniture sector, specifically in stores where customers, through a specialized application, can virtually explore different rooms in their homes using their mobile devices. By directing attention to the desired space for placing furniture or other accessories and selecting it in the application, the technology takes control, offering a visual representation of the final result.
  4. A prominent trend in Eastern nations highlights the implementation of smart counters, characterized by their highly innovative operation. These devices display products on shelves equipped with interactive screens. When removing an item from its position, these screens provide customers with detailed visual information, including product photos, color options, prices, materials, and other relevant specifications. Moreover, it allows for comparisons, even when selecting two products simultaneously. The versatility of this technology makes it effectively applicable in various types of establishments, ranging from clothing stores to food, electronics, and other commercial sectors.
  5. Smart Mirrors. Smart mirrors, a novel addition to fashion stores, transform the way customers experience shopping by allowing them to virtually try on garments without doing so physically. Interaction is intuitive when standing in front of the mirror and selecting desired items with simple gestures or touches on the built-in touchscreen. Brands like Swivel, Memomi, and Microsoft have taken this technology a step further, enabling customers not only to view fashion shows and request items but also to recognize the clothes they have tried on.

Additionally, various stores have implemented virtual image consultants in their smart mirrors, which provide recommendations on the most suitable products by analyzing customers’ physical traits and current clothing style.

  1. Smart Carts. The implementation of this multi-camera synchronized system has completely redefined the retail shopping experience. Equipped with interconnected cameras, these carts allow simultaneous capture of images from different angles, optimizing product identification through object detection algorithms. Although this technology may not necessarily enhance visual aesthetics, its contribution lies in offering customers a futuristic and captivating shopping experience.
  2. Self-Order Kiosks. These are interactive devices installed in establishments that allow customers to place orders autonomously. They typically feature touch screens that facilitate the selection of menu items, order customization, and transaction processing. Their main goal is to increase efficiency in the purchasing process, reduce wait times, and enhance the user experience by providing self-service options.

These devices can integrate various technologies, such as facial recognition, big data analysis, and virtual assistant functions, to offer personalized recommendations and adapt to individual customer preferences.

  1. Refrigerators equipped with screens are a notable innovation in the retail sector. They provide a visualization of stored products without the need to open the door, allowing for a clear and attractive presentation of the internal content.

This solution revolutionizes the customer experience by enabling more direct and visual interaction with products in refrigerated areas. In addition, by breaking away from the traditional opacity of conventional refrigerators, these units not only improve merchandise visibility but also add a touch of quality and sophistication to the retail environment, contributing to a more modern and attractive brand image.

  1. Ceiling Screens. These cutting-edge solutions not only provide essential information, such as detailed product location, opening hours, and usage recommendations, but also offer a state-of-the-art interactive experience. By significantly boosting customer satisfaction, these tools stand out for their ability to implement cross-selling strategies and provide related products.

Its implementation becomes crucial for retailers seeking to offer users a futuristic experience and revitalize the perception of their businesses. It is relevant to highlight that the current 3D screens available in the market add an exceptional realism component, captivating viewers and enriching the visual presentation in the establishment’s marketing strategy.

In the dynamic retail environment, adaptability is key to staying relevant: the integration of Smart Retail presents a formidable opportunity to transform customer experiences, offering something extraordinary and full of unique value. To explore more deeply these trends shaping the future of the retail sector in the next two decades, we invite you to attend Expo Antad, a unique event that brings together the most significant aspects of retail, with the participation of experts and high-quality providers. Are you ready to take the next step towards a change in your business strategy?

References:

Fernandez, A. (2023, 26 de enero). Smart Retail: ¿Qué es y cuál es su aporte a la industria? QuartzSales Blog. https://blog.quartzsales.com/smart-retail/

Expo Publicitas. (2023, 22 de junio). 4 Beneficios del smart retail para los clientes, y las cadenas comerciales. ExpoPublicitas. https://expopublicitas.com/4-beneficios-del-smart-retail-para-los-clientes-y-las-cadenas-comerciales/

Emergen Research. (2023, 25 de septiembre). Global smart Retail market size to reach USD 220.30 billion in 2032 | Emergen Research.Emergen Research. https://www.globenewswire.com/news-release/2023/9/25/2748622/0/en/Global-Smart-Retail-Market-Size-to-Reach-USD-220-30-Billion-in-2032-Emergen-Research.html

Pardo, D. (2023, 26 de  abril). Tiendas del futuro. Qué es el smart retail. Pandora FMS – The Monitoring Blog. PANDORAFMS. https://pandorafms.com/blog/es/que-es-el-smart-retail/

IT Reseller. (2023, 28 de  julio). El mercado de tecnología para smart retail crecerá un 24,9% anual hasta 2026. IT Reseller. https://www.itreseller.es/al-dia/2023/07/el-mercado-de-tecnologia-para-smart-retail-crecera-un-249-anual-hasta-2026

IoT Business News. (2023, 23 de octubre). Revolutionizing retail: The Internet of Things (IoT) in smart retail. IoT Business News. https://iotbusinessnews.com/2023/10/23/18940-revolutionizing-retail-the-internet-of-things-iot-in-smart-retail/

Ellsworth, M. (2023, 7 de febrero). El impacto de las estanterías inteligentes en sus estrategias de precios. Estrategias de venta al por menor más sabias. https://blog.wiser.com/es/the-impact-of-smart-shelves-on-your-pricing-strategies/

La Pyme, R. S. A., & La Pyme, R. S. A. (2017, 29 de septiembre). Smart Retail: la imparable transformación del punto de venta – menudas empresas. Menudas Empresas – Menudas Empresas. https://menudasempresas.theobjective.com/smart-retail/

GS1 México. (s.f.). Smart Retail: La nueva forma de vender. GS1 México. https://blog.gs1mexico.org/smart-retail-la-nueva-forma-de-vender#:~:text=El%20Smart%20Retail%20es%20la,mejorar%20la%20satisfacci%C3%B3n%20del%20cliente.

Escuela Universitaria de Ventas. (s. f.). Smart Retail. Transformando la tienda física para el futuro. Escuela Universitaria de Ventas. https://www.escuelafuerzacomercial.com/smart-retail-transformando-la-tienda-fisica/

DiegoCoquillat.com. (2020, 30 junio). Los kioscos inteligentes activados por voz, la nueva tendencia en los pedidos a restaurantes |. Innovación, Marketing y Tecnología para Restaurantes | DiegoCoquillat.com. DiegoCoquillat.com. https://www.diegocoquillat.com/los-kioscos-inteligentes-activados-por-voz-la-nueva-tendencia-en-los-pedidos-a-restaurantes/

Maharajan Veerabahu. (2023, 10 de octubre). Implementación de sincronización multicámara para carritos inteligentes minoristas. embedded. https://www.embedded.com/implementing-multi-camera-synchronization-for-retail-smart-carts/