RTP-2018零售技术预览（英文版）-2018-28页-2mb

2018 Retail Technology Preview Summary

Core Content

The 2018 Retail TouchPoints Technology Preview compiles insights from 17 retail executives on the most significant technology trends expected to impact the industry. The report categorizes these predictions into six key areas: Data/Analytics, Digital Innovation, Store Experience, Inventory Management, Marketing, and Payment/POS/Security. Each section highlights how specific technologies will shape retail operations and customer engagement in the coming year.

Main Predictions and Key Insights

1. Data/Analytics

• Cross-Channel Purchase Data is crucial for effective personalization. Retailers with access to this data can design more relevant and impactful customer experiences.
• Location-Based Services (LBS) will become a key enabler for personalization and relevance. LBS allows for real-time customer engagement, personalized navigation, and asset tracking, improving both customer service and in-store operations.
• Advanced Analytics is essential for understanding shopper behavior, inventory, and store traffic. These insights can be used for "test and learn" strategies and to optimize marketing and merchandising efforts.
• Unified Data Systems are necessary to integrate data from various sources (CRM, transactional, inventory, etc.) and to support flexible and scalable analytics models.

2. Digital Innovation

• Omni-Device Experiences will be the biggest trend of 2018. This involves enabling seamless shopping across all devices and channels, allowing customers to shop, research, and make purchases in a cohesive manner.
• AI and Machine Learning will be leveraged to create more personalized and relevant customer interactions. These technologies can help in anticipating customer needs, enhancing marketing, and improving in-store experiences.
• Unified Commerce Strategies require integration of data, inventory, and customer information across all touchpoints, which in turn supports more effective marketing and sales strategies.

3. Store Experience

• Enhanced In-Store Navigation will be driven by mobile apps with indoor mapping and location-based assistance. This allows customers to find associates and products quickly, improving the shopping experience.
• Asset Tracking will help in managing high-value items and reducing delays in customer service. By using location-based sensors, retailers can efficiently locate inventory and assist customers in real-time.

4. Inventory Management

• Data Integration is key to managing inventory effectively. Retailers must ensure that data from different systems is consolidated to avoid silos and improve operational efficiency.
• Predictive Analytics will be used to optimize staffing and operations. By analyzing employee behavior and sales data, retailers can make more informed decisions and improve productivity.

5. Marketing

• Personalization will be central to marketing efforts. Retailers with robust data analytics capabilities can create tailored campaigns that resonate with customers and drive higher conversion rates.
• AI-Driven Marketing will enable brands to engage with customers in more meaningful ways, creating content that is specifically tailored to different online subcultures.

6. Payment/POS/Security

• Mobile Payments and POS Integration will become more streamlined. Retailers are expected to adopt technologies that simplify payment processes and enhance security.
• Unified IT Systems are necessary to support the integration of all retail touchpoints and to ensure that customer data is accessible and actionable across the organization.

Conclusion

The 2018 Retail Technology Preview underscores the importance of data-driven personalization, omni-device experiences, and digital transformation in shaping the future of retail. Retailers must invest in technologies that enable them to collect, analyze, and act on data in real-time. By doing so, they can enhance customer experiences, improve operational efficiency, and drive business growth. The report also highlights the need for a customer-centric approach, where data is the foundation for all strategic decisions and where technology is used to create seamless, relevant, and personalized interactions across all channels.