Opinion: Online Technologies Dont Kill Offline Commerce, And Make It Stronger

Specialist in developing corporate blogs Mikhail Klimov on robotics and automation in traditional stores. Customers increasingly want to study the product before buying it. In doing so, they help websites and apps with the reviews of other buyers, the showrooms, with the possibility of testing and tasting, virtual fitting rooms, services search products on various parameters, geolocation technology, VR and augmented reality.

In fact, it often turns out that people still spend too much time on the search and selection of products — or risk overpaying or receiving the product of improper quality. Not long ago, traditional shopping was predicted to have a bad time because of the transition of buyers online, but now the prognosis is more favorable if the physical stores will be able to adapt to new preferences of customers in the shopping process.

Especially that it works — modern buyers are in no hurry to give up the pleasure of shopping in the real world. Offline retailers are enthusiastic about the introduction of new technologies to maintain and stimulate demand. According to new research by Qmatic, 31% of retailers plan to use humanoid robots in their stores. While 14% of retailers plan to introduce robotic technology in 2018.

For example, Walmart actively adopts the experience of the online stores. The company has managed to create a robotic cart for self-service stores, which can follow the customer and give him personal advice about the appropriateness of a purchase. So at least there is no need to push in front of a crowded trolley in the supermarket.

Retailers are increasingly using machine vision technology. Sensors for shelves and scanners in the digital screens to determine the age and sex of the person, recognize his emotions and on this basis to form a personal offer. The nature and assessment of the movement of customers in the store is determined with heat maps. So you can identify the most popular products and provide data for further analysis.

Amazon uses standard algorithms commodity recommendations and predictive algorithms to determine the next purchase, which can help to reduce the delivery time. The goods brought to a warehouse near you before will order it. Today, the buyer is still the man who has to walk a lot of conventional physical shops or Internet sellers. There are cases when in search of the right product at a low price, you can spend a third or half of the day shuttling from one store to another.

Geolocation in the popular services are now arranged in such a way that we can easily get directions to the nearest store but not to the desired product at the desired price. Search results in the network in most cases works like this. Who is more invested in search engine optimization, and appears higher in the search results and sells more expensive. Therefore, in order to find cheaper, too, have to look.

Turns out the old Soviet queues for scarce goods to Russian buyers came from no less a tedious search of the best options among the variety. However, there are new tools such as easy as online search products by filters in offline stores. In many major book networks customers now use special terminals to identify the location of books in the sales area. Run app based on iBeacon technology for navigation inside the major malls. Spacious squares and modern shopping centers is not always easy to recognize.

These are the sellers deliver to the buyer a personal offer through the site easy, but in physical stores for this you can use their solutions based on Wi-Fi or Bluetooth. But we still need to know the lowest prices on goods in the shops nearby, especially when we are in unfamiliar area. Application retail chains do not satisfy the query. Thus the desired navigation target shopping, not the shopping areas, taking into account the availability of the product, availability, work schedule.

Then the search for the right products at a low price from chaotic walks in the surrounding shopping will become just a few swipes on a smartphone and a trip to the store with the best offer. Many experts agree that the retail sector will become a sector in which online technology is integrated in almost all stages of interaction with the buyer. In crisis conditions, active stores begin to develop new, including online tools to manage the choice of buyers. Now all sales information is in the ticketS already possible to count how often sold by a particular product (ABC – and XYZ-analysis).

Using a personal discount cards, phone numbers or other data about a particular customer, you can collect statistics on its purchases. And then, knowing his needs to offer him the desired item. On the market there are many companies that deal with big data Analytics. Often because Big Data is a fashionable. Most often these projects — dummy and no big data processing, they are not engaged, but now there are those who not only collect sales information from cash registers and customers, but also news, weather information and many others, at first glance, extraneous facts.

They are looking for the real pattern. For example, on the first Monday of the month, the store “Crossroads” at metro station “Kursk” after the appreciation and rainy weather to register three best selling Baku tomatoes, and buy them are mostly men of 24-30 years. The forecast is ready, and then — business equipment. Now many are looking towards VR.

But, for me, much more interesting direction augmented reality. At the last WWDC Apple showed that also looks towards augmented reality and iOS 11 will have to support it out of the box. Entered into force the Federal law № 54, due to which a significant number of vendors have updated their cash on digital and modern. Among equipment manufacturers, there are those who to the cashier added a platform for developers and opened the app store for users.

All functions are “big and strong” shops become available for micro – and mini-business. I believe that the merging of online and offline technologies in retail is already happening. The decision of effective synergy is not far off, and in the next year or two we will see major changes in the current retail market. Send columns, corresponding to the requirements of the editorial Board, [email protected]

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