More than a detailed knowledge of the supply chain, from logistics to the shelf, it works best if the flow of information is integrated and shared maximally (with or without RFID), nothing to do with the ability to prospect and a certain corporate culture. Just go a bit ' around to realize how the world is changing distribution. The technologies are spreading like wildfire: Coin spins his committed with smartphones and tablets for immediate access to product information , Adidas also in Italy in some stores offer intelligent installations that allow consumers to navigate the offer , the gazzetta dello Sport in its concept stores will print in just a few minutes ago on a T- Shirt page of the newspaper you prefer, Piquadro allows you to configure your iPad via professional bag choosing between variables-year-old handles , linings, closures and leather . Brands such as Imperial, Sandro Ferrone , Patrizia Pepe, Harmont & Blaine or Boxeur des Rues use the RFID logistics from the point of sale as well as many multi-brand stores , which are proceeding in this way: by Cisalfa ( it says ) to Zadar (which does not say ) or Decathlon (which says it in half). But while those who introduces the radio frequency identification can reason in the medium and long term , most of the technologies in retail are seen in watertight compartments . Which is likely to replicate the distribution of the errors already made in the past by other sectors.
What are the technologies in retail ?
The technologies in retail today are really a lot and sometimes fade into one in the field of the other. Dividing them by major categories , it is easier to understand.
Are all those hardware and software technologies that relate to the access management , surveillance but also the management of the movement of goods and so the logistics. The linking speech to the services offered by the brand or retailer (which most of the times are different interlocutors).
About technologies in retail are all fixed and mobile solutions related to the management of operations and communications at both the back end and front end. It is a disparate category, which includes Wi-Fi, digital signage, the radio streaming as well as inventory control, incoming deliveries, product availability in other stores coming to CRM with loyalty card management fees.
One thinks immediately to the case, but in reality are many more solutions: all pos, pos the cabinet, the NFC Pos, systems check-out and self check-out, the tunnel case, the totem for couponing and tablets grafometriche. All with a diverse set of application more or less coordinated.
At the moment the technology frontier between virtual fitting room and magic mirror , touch screen and apps, augmented reality, qr code and NFC tag. There are those who introduces RFID wristbands like the Nike Fuel and those who think tecnogadget to be printed with the 3D printer.
Designing a shop means designing the information
Today there is much talk of a concept store (Apple has marked the road and then they all realized it was time for a change . In reality redo the look and feel, play design, put digital signage, evocative lighting and some tablet (or qr code) is only a small fraction of technologies in retail and not just to sell more and better. Everything depends on good information management that transforms many shop counters in console computer (including managerial, mouse, terminals, pos, bill testers, mobile and so on). There are new technologies in retail if there is no design skills mixed with a vision for achieving specific objectives, able to go beyond the technologies of fashion. He knows well who has chosen to use RFID in the store , migrating to a new inventory management model that cross-selling, dall'out all'antitaccheggio of stock or after-sales services and unable to control movement with an efficiency impossible with other complementary technologies. People counters, security cameras, Mobile pos and grafometriche signatures for payments, personal digital assistant or virtual fitting rooms are useless if you do not work in a logic of integration. The consumer, in fact, buy today for so many different reasons that go far beyond its basic needs. The technologies in retail should be used to sell, but this does not necessarily mean immediately insert into the bag of a consumer product. And the tendency to offer personalized services to configure computers, cars, furniture, clothes and accessories is a great thing, but the biggest advantage is being able to manage all the information related to the selection criteria before and after the purchase, allowing monitoring closer to the fickleness of the shopping experience .
The consumer has changed. It adapts the distribution
Today buyers are looking for something that goes far beyond hunger, thirst or the need to cover . Search gratification , approval , standing, emotion, socialization... While studying technology providers in the retail , neuromarketing dissects our cerebral cortex to explore where best to stimulate our reactions to the purchase . Meanwhile, the Crm continues to pass by the ticke . Yet the majority of retailers for various reasons have a cash management unrelated to the company management. Loyalty cards are becoming the never ending story, even if the app begins to spread the world of the frontier antiplastic of the business. Today there is the unknown that NFC payment of entrusting the world to the smartphone, will help to spread the culture of tap among consumers who will then be willing to do other things like looking for information or subscribe to any services without having to fill the thousands of fields of forms.
The product has changed: now it is mainly information
In the distribution , is tautological , there is no business without a sale. But the process of selling today has changed mainly because the product itself has become information: consumers interested in its origin, its characteristics, the brand behind it , its availability in the warehouse, but also services related to pre-and post- sale, as well as to its value as a status ( buy an iPhone or a Ferrari does not mean simply buy a phone or a car).
Smart packaging, therefore, is not only an intelligent packaging : Can be talking a label that, through an RFID tag or NFC, or even a QR code, they tell so many different things about the product, helping the client understand (and the store sell better) using the multi-channel video, images, off-line solutions. Storytelling in retail digital signage starts from and arrives in his pocket to the consumer through an app on your smartphone. The traditional barcode says many things, but does not allow an all-round management of information as consumers today are getting used to doing. If you must talk about technologies in retail you can not think looking to the future.
Because it is difficult to see new technologies in retail
The retail marketing sees and experiences from his point of view , as they see it differently vendors or system integrators, who know best aspects related to information management as well as any boutique or shop had never seen them before. Whether it's shopping experience, CRM (Customer relationship management), CEM (customer experience management), or RFID, barcode, smart tags, or even of big data, cloud, virtualization, everyone says and tells it in his own way. Perhaps with the Internet of Things, we will arrive at a point of convergence and, through a shared management of information technology in the retail and finally all players will sit around a table to start working with a new common goal, the consumer, as well as consum - actor is also a citizen who moves and interacts with a space analog and digital looking from time to time different things: products, services, emotions, sharing, approval, satisfaction and, in general, better quality of life. And then finally the smart city will not only be a great idea but a project where the shops will be a part of everything. Including social networks .
Posted by Laura Zanotti on http://thebizloft.com