Technology impacts on every aspect of modern life, but how will innovation and trends in technology change the way we shop and sell this year?
As the Chief Technology Officer at SDWAN Solutions Toby Sturridge has had a stellar year, beating numerous Silicon Valley based technology giants, such as Google and Cisco, to invent and launch the world’s first ever SDWAN Cloud, and seeing the company shortlisted in ‘The One to Watch’ category of Comms Business Annual Awards.
Here, he predicts the technology trends, insights and innovations in the retail sector that will not only change the way retailers sell, but also change the way consumers shop, forever.
In this blog we focus on the science bit, but you can download our full retail and shopping trend report here, or read our other retail blog to discover the key mega-trends for the retail and retailers.
The Merging of the Real and Digital Worlds – digital, online and technology trends 2019
Retail will bind the real and digital worlds together like no other commercial sector. It will be in stores and shopping malls that the incredible technological, online world will meet and merge seamlessly with real-life experience. Even stranger is the fact the it is genuine necessity that is driving this merger, and that it will become an everyday occurrence for consumers across the planet.
Toby explains. “Of course, we can head off for a day out at a theme park where VR and AR are part of the high-energy fun, game online or ensconce ourselves in an IMAX cinema and see make-believe in glorious 3D technicolour, but none are expected to become part of a daily experience for all demographics and age groups. They are and will remain specific events and be accessed accordingly. And that is precisely where retail differs – it WILL take the magical make-believe world of digital wizardry and merge it with the mundane to transform everyday tasks into something a whole lot more exciting – namely, shoppertainment!”
Shoppertainment, infotaining and datatainment are verging on becoming a consumer expectation and that transformation is happening right now!
Retailers to Form Partnerships with Tech Companies – in-store technology: the 2019 mega-trend
Many big-name stores in the US have already shut their doors for huge refits. The FT reported on Walmart’s enormous $265 million refit, where technology will feature on the shop floor, but also behind the scenes in everything from tills to cleaning floors. While in the UK Iceland Stores have welcomed technological installations with its digital signage, and others are rapidly following suit.
“The key here is that technological installations need to be futureproofed and they need to be showstopping,” says Toby, SDWAN Solution’s CTO. “The huge cost and disruption to trading involved in store refits means this is not something a retail business wants to be doing frequently. It must be fit for purpose now and be ready to embrace new innovations and technological breakthroughs for at least a couple of years into the future. If you’re in-store tech doesn’t wow the customer, is slow or worse, show security risks not only will your re-opening launch flop, but customers will simply beat a path to your competitor who does cut the digital mustard.
“In short, retailers need insight and input from technology companies to ensure the tech they install today will not be obsolete tomorrow and that it delivers ROI and longevity of fit for purpose use. And, most importantly, the retailer must ensure that they have an underlying network that scales with their requirements; that it is capable of delivering the bandwidth required not only now, but in the future too. We offer a bespoke consultation and FREE Proof of Concept period to deliver precisely that!”
How to Wow the Shopper with Technology – in-store technology and shopping trends for 2019
The obvious scannable data and digital screens are already featuring in retail from online shopping to FMCG, luxury goods to fast fashion. This is largely driven by the need for more information and sustainability and the fact that such technologies can cut down on packaging and therefore plastic waste – a HUGE consumer want that is now set in absolute stone as far as the customer is concerned. But does this go far enough and futureproof retailers? Toby says not:
“The above technology is already a consumer expectation – very soon those that do not have this will be seen as behind the times. Smart mirrors, shopperbots, chat screens, instore tech for customers’ smart phones, tech and wireless charging hubs, bitcoin payments and even holographic displays are rapidly beginning to feature across all types of retail and there’s a solid reason for this.
“As Generation Z matures and begins to earn their own money, they agree even more zealously with the Millennial generation in that they favour experience over accumulating goods and products. They like to boast on social media of these experiences and how they ‘discovered’ the things that they are prepared to invest in via new technological avenues. Simply, put if it doesn’t shoppertain them they won’t buy into it, and that means they won’t buy it full stop.”
Fast secure networks are key for retail trend adoption – install now for the future
When you consider that Internet patience levels are down from 8 to now just 5 seconds, it becomes immediately apparent that an uber-fast in-store network or retail website is required. Then factor in just how many customers will soon be expecting to use your in-store network for everything from scanning labels to paying via mobile banking and you’ll appreciate that buffering and slow downloads will turn customers towards the store exits.
“But there is another huge consideration for in-store technology,” warns Toby. “Security is paramount. With customers scanning and paying for their own goods one security breach or a hacker stealing from one of your customers whilst they’re in your shop and frankly you’re yesterday’s toast!
“Your network must be uber-fast for sure, but it also must be super-secure. And that’s where we can help you – SDWAN technology is proven to maintain reliable and resilient WAN access, providing segregated networking to allow for separate guest wifi access (direct to the internet without the need for backhauling) from corporate traffic, prioritisation to maintain strong connectivity for cloud hosted POS kit and CCTV & VOIP with sub-second failover, should any of the connectivity experience brownouts or blackouts. HD CCTV systems are being installed across the country, capable of zooming in to read individual price tags on garments. It’s not unusual to see 20+ HD cameras in a single store each requiring around 1mbps bandwidth upload – we have SD-WAN solutions to provide this level of upload bandwidth, even in limited access areas such as shopping centres and airports.
“I will personally come out to any retailer or potential customer in any sector and show them exactly what we will do to improve the speed and security of their network. Just email me here toby.sturridge@sdwansolutions.co.uk or call 0203 638 6680 to make an appointment.
If you’ve enjoyed reading our predictions for the technology innovations and trends that will impact retail sector this year, why not download our HUGE retail, shopping and consumer trends report FOR FREE? Just click here and leave a name and email address to receive your report with over 50 key trends for retailers, or simply email us enquire@sdwansolutions.co.uk and we’ll email back a PDF.
Kelly Rogers
CMO, SDWAN Solutions
Kelly, heads up SDWAN Solutions Group Marketing and Social department and is a multi-award winning marketing, communications and innovation expert with over 20 years experience.
She has worked on projects for five global technology giants, four of the big six supermarkets, three of the UK’s leading retailers, the world’s largest licensed brand and one of the big three publishers, as well as many corporations, public sector agencies, government departments, charities and NFPs globally.
To date Kelly has scooped over 19 awards for her work and two of her campaigns have gone through UK Parliament as white papers.