Bricks and mortar retail can improve employee productivity and optimize supply chain with better connectivity.
The pandemic may have reduced foot traffic for brick-and-mortar retail, but as people get out again, there’s opportunities for digital innovation by exploiting edge computing.
Even as many shoppers have moved more purchases online, including their weekly groceries, it’s clear consumers don’t want to buy everything online. Retailers of all size must be ready to invest in technology that enhances the in-store shopping experience, improve employee productivity, and optimize their supply chains.
Edge computing can help them in all three areas.
In-store smarts mean satisfied customers
Many consumers will still want to try before they buy, whether it’s trying on clothing or testing out a couch for comfort, so the need for a space that showcases products persists.
But rather than cram as much inventory into available square footage, some retail segments may benefit more from acting as a showroom for customers to evaluate products and have them delivered later. This showroom might employ Augmented Reality (AR)-based “try-before-you-buy” kiosks and tablets, as well as facilitate contactless checkout experiences, all of which are enabled by edge computing with fast, secure 5G connectivity.
Deploying AR in a retail environment could be as simple as a shopper pointing their smartphone at a product to get more information and compare what options are available elsewhere. A more sophisticated example is an AR-powered mirror that would allow a consumer to virtually try on a product – rather than apply makeup at a counter, the makeup could be applied digitally so the customer can see how different types of makeup might look. Even virtual reality might be deployed in a retail environment, allowing people to get a sense of how they might look in their new kitchen or test sports equipment such as skis and poles on a virtual hill.
Edge computing for retail can also leverage 5G deployments to enhance retail technology such as digital signage that uses rich graphics and updatable content to create a compelling, personalized customer experience. This allows individual retail locations to deliver in-store messaging and merchandise promotions through standalone displays and kiosks, the latter of which could facilitate live connections to offsite experts who can advise customers about products and services.
It can also streamline customer payments, with mobile point of sale (POS) services that don’t require heavy equipment. Any space can become a virtual sales floor by quickly and easily deploying interactive kiosks and tablets to check inventory, review purchase histories, and complete transactions — all facilitated by fast, secure 5G connectivity.
Connectivity improves employee productivity
Employees can also benefit from edge computing and in turn, improve the customer experience.
Many shoppers come in with a specific item in mind, and even have the product page displayed on their phone – today’s consumers have more data to guide purchase decisions at their fingertips than ever before, and so should sales associates and floor staff. By having the same information available to them on a mobile device, retail staff can be just as informed about the product so they can answer any questions the customer may have, check availability in case it’s not easily found on the shelf and ultimately close the sale, even if it means sourcing the item from another location for later delivery.
The sale doesn’t even have to be made at a counter, either, as edge computing also supports mobile POS. Being able to access information in real time and provide faster checkout means floor staff can help more customers during their shift. What’s more, removing traditional registers in favor of mobile POS adds productivity gains and improves the bottom line.
Having easily accessible inventory information also means staff know immediately if a product is in stock, so they don’t waste time digging around in a stock room or checking inventory on a computer – edge computing provides a bridge to backend warehouse and distribution systems.
Optimize the supply chain with in-store insight
Linking store locations at the shelf level through edge connectivity to backend systems enables retailers to optimize supply chains.
For example, infrared beacon technology in the retail environment can generate insight into customer behavior by monitoring in-store traffic patterns to help retailers make decisions about where they place products, as well as bolster loss prevention programs. Edge computing could also connect a network of internet of things (IoT) sensors to enable “smart shelves” the allow retailers to achieve real-time inventory visibility. Stock could be replenished without interruption to avoid product shortages that push customers to look elsewhere and inform decisions at the warehouse level to further optimize supply chains. Add artificial intelligence (AI) algorithms to the mix, and inventory decisions become automated, further freeing up people to focus on interacting with customers.
The intelligence that edge computing enables not only provides real-time data to optimize warehouse operations and shipments, but also provides efficiencies for IT infrastructure.
Bolster IT efficiency and security
One of the key technological benefits of edge computing is its ability to store and process data locally. For a retail location, this means less dependence on a centralized computing infrastructure and faster access to information that improves employee productivity and the customer experience.
The distributed nature of edge computing means data processing is done in a location that’s closer to where’s it’s needed, thereby speeding up response times and lowering bandwidth requirements. As edge devices evolve, they have better networking and more computer power to accomplish more independently which, in turn, reduces the need to send vast amounts of data back to a central location for tasks to be accomplished at the retail location. This not only reduces latency and networking costs, but also improves privacy and security – there’s fewer opportunities for data to be intercepted while in transit.
Brick-and-mortar retail may have more competition with online e-commerce than ever before, but edge computing and IoT enabled by 5G create opportunities for digital innovation to improve the in-store experience for customers while optimizing employee productivity and supply chains.
