Increased use of consumer mobile devices in-store drives technology

Retailers in different segments are accelerating technology deployment plans to improve user experience and increase operational efficiency, but there are significant differences between planned technology deployments in the grocery / general merchandise and specialty / department store segments, according to A study of connected retail for 2022 from Incisiv, sponsored by Verizon.

“As more mobile and IoT technologies are deployed in stores, this will necessitate more reliable networking,” said Jerry Traflett, managing partner at Global Solutions at Verizon. “Not surprisingly, the biggest expected growth in technology in stores – consumer devices – is the guiding factor № 1 for retailers to consider deploying 5G.”

The study highlights the pressures under which store chains will be located, as respondents indicated that customer usage of mobile devices, the number of technology applications and the percentage of technologies to be deployed in the cloud will increase significantly over the next 12-24 months. This, combined with the fact that less than a third of retailers are currently happy with their application response time and their ability to manage network traffic, shows a clear disconnect when it comes to technology in stores.


The main results of the study include:

  • Only 22% of grocery and general merchandise retailers are satisfied with their experience in digital stores versus 55% of specialty and department store retailers
  • 93% of retailers expect an increase in the use of consumer mobile devices in stores by 2025, and 83% of retailers expect an increase in the number of technologies deployed in stores
  • The percentage of automated related tasks is expected to triple by 2025 (from 19% to 62%) for grocery and general merchandise retailers, a much higher percentage than specialized / department stores, which is expected to double (37%). up to 72%)
  • Only 20% of grocery and general merchandise retailers are satisfied with their ability to manage peak network traffic versus 32% in specialty / department stores
  • Driver № 1 planned implementation of 5G in stores – is to increase the number of mobile devices in stores, and then increase the number of related mobile devices
  • Related performance features, such as real-time inventory tracking and the associated Wi-Fi network, have been recognized as the highest priority deployments for the next two years.

While retailers are satisfied with the overall experience and performance of stores, they are dissatisfied with the digital maturity of their stores, according to the study. “There is a gap between how retailers evaluate overall experience with the store and the digital store,” the report said. “Although they are satisfied with the overall experience of the store and the efficiency of the work, they do not think that their digital experience meets the expectations of customers. Over the past 18 months, we have seen a rapid acceleration of digital customer acceptance and, as a consequence, a rapid digital transformation for retailers. We have seen how the store has become more contactless, the interaction of customers and partners has become digital, and the role of the store has become the center of amnicity. The digital structure of the store (participation and operation) needs to be strengthened because it will be a critical factor in future performance. ”

Among retailers:

• 62% are satisfied with the overall experience of the store

• 66% are satisfied with the efficiency of their store

• 39% are satisfied with the digital experience of their store

• 47% are satisfied with the efficiency of their partners in the store

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In general, retailers of groceries and general merchandise are less satisfied with the work of their stores than specialty and department stores. The smallest gap between the formats is the efficiency of shops (62% for grocery vs. 70% for specialty). The biggest gap is their satisfaction with the digital experience of the store (22% for groceries vs. 55% for specialties). The report notes that a higher percentage of food traders in the sample contributes to this gap. “The complex operational problems faced by grocery stores during the pandemic and their slow introduction of digital technologies are the main reasons for these gaps in satisfaction,” the report said.

“While it’s nice to see how retailers really look at how technology can help them improve customer experience, operational efficiency and communication efficiency, they’re not so clear with the network requirements for implementing these technologies,” said Gaurov Pant, CEO of evaluation. , Incisive. “We have found that the priorities of grocery and general merchandise retailers differ from those of specialty / department store retailers, but the need for a reliable network will not change.”

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