As consumers increasingly point the way towards mobile retailing, retailers across the region are experiencing a distinct shift from pure technology solutions to a much more content-driven solution approach.

Indeed, the advances in technology available to consumers and retailers alike, provide a wealth of opportunities, but disruptive technologies are also creating a state of bewilderment on the retailer’s side, with innovative and creative solutions being introduced at breakneck speed.

The main cause of the retailers’ collective headache is the wide array of mobile retail technologies they are confronted with. The choice can be daunting, and selecting the right mobile retail solution is very closely linked with the ability of the retailer to beef up, tune up, and find the pockets of growth in the deep analytics of its own data.

We believe this crucial connect between the front-loaded mobile retailing apps, in-store Internet-of-Things (IoT) solutions, smart multidimensional digital signage, payment systems, augmented reality/virtual reality (AR/VR), and wearable technologies on the one hand and omnichannel experience analytics on the other will be the ultimate dealmaker.

The challenge is to integrate the different systems retailers use today for online and in-store sales. Real-time data analysis of the combined online/in-store customer behaviour data helps retailers from a geolocation standpoint and enables them to merchandise goods and services differently. Multidimensional digital signage has a clear role to play in this regard, helping retailers to stand out from the crowd by creating extra excitement for special offers and new product launches with smart entrance marketing.

These three-dimensional displays (holographic or fabric structures) provide a professional and high-class perception to target audiences. However, they represent a big step up from digital signage, so it perhaps makes sense to pilot 3D signage in one shop and gauge the net result before diving in at the deep end.

Basic services

Complementing such initiatives will be the deployment of robots, both at the front-end and back-end of the retail value chain. At the front-end, robots will increasingly be utilised as shopping assistants across various types of stores, directly interacting with customers and providing basic services such as currency exchange, gift wrapping, and price comparisons, to name just a few.

At the back-end, meanwhile, we can expect to see the widespread deployment of robots to capture information and send alerts to a central system regarding a broad range of issues, including misplaced items, empty shelves, and low-stock situations.

IDC research shows that much of the rapid transformation that is occurring in the retail industry today is closely linked to the increasing role that IoT solutions are playing in our day-to-day lives. As a consequence, the issue of cybersecurity is one that will only increase in importance for the region’s retailers.

Commercial losses, extortion threats, disruption to operations, and breaches in data security can go undetected for long periods of time. And these vulnerabilities — caused by IoT devices being hacked by criminals and the increase in machine-to-machine communication — are likely to boost the opportunity for information misuse.

As such, the implementation of a regularly updated information risk management system that incorporates standard security measures is every bit as important as the deployment of robots, data analytics, and multidimensional digital signage.

Users should only be given the access and privileges they need. Staff should receive regular training to improve their security awareness, while monitoring has to be mandatory in order to minimise damages and enable full recovery from a cyber breach.

Advertising and media coverage

Another key issue identified is the fact that technology platforms such as mobile point of sale (POS), mobile consumer apps, and multidimensional digital signage are ineffective unless they are sprinkled with that evasive gold dust called content. And it is this content that will create the truly personalised experiences that consumers are increasingly craving.

Indeed, advertising and media coverage may well have been around forever, but they are no longer the holy grail when it comes to increasing sales. That’s because today’s consumers — smart, educated, and global in many respects — want to make up their own minds.

Mobile retail technologies create that avenue to these consumers. And the retailers that can successfully carry a message of their own on these new, creative, mobile communication platforms will be the winners; for content really is king.

Successful retailers value their brick-and-mortar operations but have a keen eye on engaging with all their customers — both in-store and online — through powerful, content-driven communication channels.

Engagement is the keyword here, so expect retailers to continue searching for a deeper, more personal understanding of the customer analytics already at their disposal.

The columnist is group vice-president and regional managing director for the Middle East, Africa and Turkey at global ICT market intelligence and advisory firm International Data Corporation (IDC). He can be contacted via Twitter @JyotiIDC. Content for this week’s feature leverages global, regional, and local research studies undertaken by IDC.