Cloud4Wi has provided a companion paper for the Forrester report “The Top Retail Technologies to Watch in 2017” that explains how WiFi, coupled with a Personalized Experience Platform (PEP), provides a foundation for each of the hot technology projects the report recommends, as well defining the PEP in retail-friendly language.

Customer experience a top investment area for retailers

Brick and mortar retailers are under more pressure than ever to invest in technology that will improve customer experience and deliver higher conversion rates. Understanding customer profiles and shopping habits, predicting customer behavior, optimizing store operations, and surprising and delighting shoppers can all drive measurable results that ultimately boost the company’s bottom line.

Earlier this year, Forrester Research interviewed more than 80 industry professionals from retailers and vendors, seeking insight on both the where and why of their upcoming investments in retail technology.

Forrester determined that 2017’s most compelling investment areas are: personalization, omni-channel capabilities, analytics, and the digital store. The report, “The Top Retail Technologies to Watch in 2017,” describes these, along with 8 other technologies that the retailers considered less urgent an investment.

The Forrester report encourages retailers to focus on technology that creates personal customer connections, reduces pain points along the shopper’s journey, and optimizes operational efficiencies. Specifically, it recommends that retailers:

  • “Optimize the core” of their businesses rather than invest in technologies with iffy futures
  • Move some spending from mature tech into new technologies
  • Don’t fall for marketing hype.

 

WiFi as the foundation for improved customer experience

In-store WiFi is foundational for digital transformation and improving customer experience. Most customers will naturally access WiFi to check social apps, read product reviews, and/or compare prices.

This presents retailers with a unique opportunity to establish or enhance the mobile identity of their customers in their CRM systems, allowing them to use in-store WiFi to personalize the customer experience in the store and gain unique insights into their shopping behavior.

Retailers can leverage WiFi with an over-the-top Personalized Experience Platform (PEP) to make the store more compelling for customers and can better meet store goals. This cloud-based solution improves efficiency of the businesses while making use of the WiFi infrastructure that is already in place.

Cloud4Wi has provided a companion paper for the Forrester report that explains how WiFi, coupled with a PEP, provides a foundation for each of the hot technology projects the report recommends, as well defining the PEP in retail-friendly language.

Cloud4Wi believes that in-store WiFi is the industry’s highest impact technology and capitalizing on it should be a priority for all retailers. Most brick and mortar retailers already have the required WiFi infrastructure, making implementation of a PEP the simplest step a business can take to accelerate its digital transformation. A PEP is hassle-free, low cost, and easy to trial.