Five key insights about the net of everything and shopping

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. Being able to integrate 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, Omnifi
Privacy concerns are going to be 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.

IoE 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 potential, in optimising 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 – has the potential to impact the supply chain. Knowing where everything is all the time, knowing its provenance and so on is of benefit to customers as much as the retailer. Smart labels with embedded sensors attached to product lets you know if your whisky has been tampered with or the prawns got too hot on the lorry.


… 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 m-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
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? I’d love to reduce reordering of certain products to a simple, digital interaction.


Writer. Pop culture buff. Certified alcohol trailblazer. Tv nerd. Music fanatic. Professional problem solver. Explorer. Uniquely-equipped for working on Easter candy in Las Vegas, NV. Uniquely-equipped for analyzing toy monkeys for the government. Spent a year testing the market for action figures in Minneapolis, MN. Spent high school summers donating walnuts in Phoenix, AZ. Earned praised for my work researching human brains in Orlando, FL. Spent college summers writing about pubic lice in Washington, DC.