How IoT is enhancing the customer experience in shopping centres

How IoT is enhancing the customer experience in shopping centres

What is IoT?

The internet of things, or IoT, is a system of interrelated computing devices, mechanical and digital machines that are provided with unique identifiers and can transfer data over a network without requiring human-to-human or human-to-computer interaction. 

IoT is set to grow from $9 billion to $30 billion in market value by 2024, and the adoption of these devices is growing across sectors, including retail. IoT is encouraging an overall business ecosystem transformation, and is revolutionising the experience of shopping centres globally. IoT can have the most significant impact in improving the customer experience by producing customer-focused data, which retailers can use to reach new and existing customers. 

Customer-Focused Data

IoT gives businesses a wealth of knowledge about their potential customers, that they can strategically use to drive revenue. An IoT based mobile app can pass on customers’ likes and preferences to stores, and product information and details to customers. This makes the experience easier for customers, as they have to spend less time looking for items, and are notified of all relevant discounts and sales as soon as they visit.

The customer-focused data can also help staff better understand their customer. This can allow retailers to analyse the type of user who is arriving in the store, and implement customer-oriented management based on the data obtained.

Increasing Customer Engagement

To increase customer engagement in stores, digital signage is being implemented. These can include in-store digital displays, intuitive device touch screens or other smart devices. These can display targeted promotions, product groupings and real-time design offers, based on the captured data. This is an opportunity to collate data concerning patterns and behaviour and built-in facial recognition systems can alter digital displays to what is most likely to attract the customer’s attention and business. Additionally, touchscreens in changing rooms can suggest alternative designs or sizes, call a shop assistant or up sell accessories. 

For businesses, a better customer experience encourages customer retention and leads to increased revenue. 

Geo-Targeted Campaigns

Businesses are using geo-targeted campaigns to personalise their SMS marketing campaigns to customers within a geographical coverage area. These timed and targeted notifications are done through tiny Bluetooth devices. This is useful as it can help marketing media connect with appropriate audiences, and attract roaming potential customers that are geographically close. 

This can alter customers of special deals and sales when they are nearby, to help drive sales. 

Strong Connectivity and Security

A strong, reliable WiFi connection plays a very important role in most IoT environments. IoT devices require constant connectivity to effectively operate. NetWireless specialises in performing essential site surveys to ensure strong WiFi coverage throughout the building. Using floor plans and factoring in building materials, square footage and other variables, NetWireless can provide a reliable wireless plan for your shopping centre. 

While IoT solutions are enabling new and exciting ways to improve the customer experience in shopping centres, they also bring a new risk to the network. NetWireless can help ensure your network is not compromised by profiling every device on the network, to comprehensively understand what IoT devices are being deployed. A Network Security Audit can help identify any vulnerabilities and threats and provide immediate mitigation advice.

Speak to our network consultants today (CALL 1300 324 844) to ensure your network infrastructure needs are met.