Retailers will benefit from more customer data: Laura Lilienthal, marketing director, EVRYTHNG. Gaining richer customer data is going to be an enormous benefit to retailers. Integrating the physical (supply chain, stores, products) with the digital (product profiles and interactions, web visits, customer data in CRM) is critical but only if privacy concerns are addressed Simon Liss, head of strategy and innovation, Omnify. Privacy concerns are going to be a real barrier and risk. As an industry, I think we are not addressing these properly as yet. Retailers can collect hugely detailed pictures of shopper activity if they want to. We are all pretty used to allowing apps access to our personal data and location when there is a clear quid pro quo and an element of transparency and control. Using personal data on shopper habits without control and transparency is dangerous, from a customer trust point of view, at the very least.
I could have a big impact on the supply chain Simon Gill, chief creative officer, UK, DigitasLBi I’ve started to see the term “IIoT” – or industrial internet of things used now. The value forecasts for this are staggering. Being able to better track, understand and control the behind-the-scenes has lots of potentials in optimizing the supply of goods: Bob Garland, vertical solutions architect, Cisco. Connecting products themselves – whether directly with smart products or via proxy with a smart label – can potentially impact the supply chain. Knowing where everything is all the time, knowing its provenance, and so on is beneficial to customers as much as the retailer. Smart labels with embedded sensors attached to the product tell you if your whisky has been tampered with or the prawns got too hot on the lorry.
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But the role of beacons might have been over-hyped. Danielle Pinnington, managing director, Shoppercentric
Beacons certainly aren’t something shoppers are talking about – even when we research among those shoppers heavily into e-commerce, e-commerce, wearables, and so on. They’ve heard of them but are a little suspicious that it will be just more noise. The net of everything could enable us to reorder products from the product itself.
Laura Lilienthal, marketing director, EVRYTHNG. I’d love to reduce the reordering of certain products to a simple, digital interaction. Putting this one out there: what if you didn’t need to go to a store (physical or digital) but could reorder from the product itself?
