Shopper Engagement & Retailer Relevancy

One of the biggest challenges facing retailers is shopper engagement – it has been challenge for decades.  However, the shopping experience has become further complicated due to various shopping channels now ever more present.  Furthermore, the power has shifted to consumers via the wide spread adoption of the smartphone.  The smartphone has become the primary tool, used extensively throughout the shopping journey. According to Deloitte’s 2015 Holiday Survey 78% of American shoppers plan to use their smartphones during holiday shopping.  The chart below illustrates the importance of smartphone usage this holiday season.  The vast majority of shoppers, as many as 60%, will begin their shopping experiences by conducting research online; either at home, on their smartphone or both.

smartphone usage.jpg

So, how do retailers remain relevant?  It ties back to the shopping experience and making it more engaging.  My colleague Tim Allen (@TimIntel and #TechTim to keep up with the latest with Intel and SAP.) recently penned a blog highlighting how Intel and SAP are working together to deliver data-driven insights to improve shopper engagement. As a part of an overall strategy retailers must consider their approach to store floor technologies in combination of deploying and end-to-end IOT solutions.

By deploying and enabling store associates with mobile technology promotes “shoulder-to-shoulder” selling – and shifts the source of power and information from the shopper.  It is through the usage models of; clienteling , sales assist and mobile point-of-sale in conjunction with the deployment of interactive kiosk, smart sensors and memory mirrors that enable retailers to create an IOT retail network, rich in data.  By mining this data a retailer is better able to understand preferences, trends, and the hottest products on the store floor in a real time way that hasn't been possible before.  A retailer deploying SAP HANA, on Intel® Xeon® processors, has the power to run both analytical and transactional workloads on the same infrastructure, and in memory. The advantage to retailers is two-fold.  First, it has the potential to lower infrastructure costs for the IT dept.  Secondly, it means the operations team will be able to have transactional information available for analysis as soon as it is processed, resulting in a more thorough understanding of a particular sales cycle or promotional activity.

Secondly, It is becoming abundantly clear that retailers who understand the value of accessing real-time data are better able to differentiate themselves from their competitors.  Last year while attending NRF 2015, I had a chance to participate in a retail store tour, witnessing firsthand retailers deploying both store floor technologies in combination to capturing data in real time for catering a personalized shopping experience.  These retailers are able to engage the shopper at a more meaningful level while offering personalized shopper experiences.

Interested in learning more about Intel’s retail solutions? Visit our website and join us at the National Retail Federation (NRF) annual conference, held January 17-20. 2016 in New York City. Stop by the Intel booth #2543 to say hello and let us show you how Intel is revolutionizing retail.

Follow me at @MATaylor67 or read what my colleagues are saying in the Intel  ‌ communities

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Michael Taylor

About Michael Taylor

Senior Marketing Manager at Intel. Mike Taylor is a senior marketing manager with 23 years of experience at Intel. In his current role, Taylor is focused on delivering innovative mobile solutions to the retail vertical segment. His extensive experience includes working with leading companies across hardware OEMs, with software developers, and with industry groups across numerous audience segments. During his career at Intel, Taylor has repeatedly led feature-rich products to market through all sales channels. His strong industry marketing perspective includes key strategic engagements with industry leaders. Taylor started his career at Intel as a small business program marketing manager and subsequently went on to become a consumer platform manager, a smart TV platform manager, and a retail and enthusiast marketing strategist, prior to his current role. His specialties include online marketing demand generation programs, consumer electronics marketing, B2B and B2C product launches, and technology adoption. Taylor graduated from Oregon State University with a Bachelor’s degree in marketing, and from the Oregon Graduate Institute with MS of management, marketing. You can follow him @MATaylor67 on Twitter.