Canadian Retailer - Holiday 2013 - 14

RCC: 50TH ANNIVERSARY
To help celebrate Retail Council of Canada's 50th anniversary, Canadian Retailer presents a sixpart series that takes a look back at the ways the industry has evolved over the past half-century.
Through the lens of advertising and marketing, customer service, and more, we examine the historical points of evolution as well as identifying what the future might have in store for the industry.
Part six of the series focuses on technology and the ways retailers have leveraged advances to
better engage their customers and improve their businesses.

Top ten tech trends of the millennium
A lot has changed with respect to technology over the course of the past half-century, and even
more so since the start of the twenty-first century. Canadian Retailer takes a look back at the top
ten tech trends that have changed the way retailers operate their business, and how the industry
has leveraged these advances to better serve their customer and grow their business.
TECHNOLOGY has played a big role in influencing and
shaping consumer behaviour. Advancements have also
allowed retailers all over the world to supplement their
operations and, at times, transform the way they do things
The advent of e-commerce

Impact on retail: The fact that a
retailer can reach an audience in
any part of the world and make their
product available is simply astonishing. It allows international players to
broaden the scope of their operation
and levels the playing field for
smaller, independent retailers.
The proliferation of smartphones

Impact on retail: Customers can now
research product online and make
purchases via their smartphone. Retailers can market more effectively to
their customers, offering QR codes
on their products to provide additional information, and developing
apps to engage their customers.
Mobile commerce

Impact on retail: The ability to pay
for goods and services with a mobile
device is groundbreaking and will
surely change the in-store experience
for customers, presumably mitigating
the need for cashiers and checkouts as
they'll be replaced by virtual entities.
Social media

Impact on retail: Customers can now
get together in 'communities' and
share feedback and insights related

for greater efficiency, increased flexibility and stronger presence in the market. Here are the most impactful
technological advancements that have effected retail-its
operators and consumers over the past ten years or so.

to products, services, or their providers. In turn, retailers now have an
additional channel to engage with
their customers, turning social networking into a social marketing and
outreach opportunity.
Radio Frequency Identification (RFID)

Impact on retail: Companies can
now track inventory en route, in
warehouse facilities and in-store,
negating the need to count inventory by hand. Still relatively untapped, the possibilities for this
technology are seemingly limitless.
Customer Relationship Management

Impact on retail: CRM systems allow
retailers to manage their existing relationships with customers with pinpoint
accuracy, understanding their likes and
dislikes, preferences and habits.

GPS

Impact on retail: With the functionality of global positioning systems
on smartphones and other mobile
devices, retailers now have the ability to know where their customer
is at all times. This has primarily
changed the way marketers push
out their messages through mobile
promotions and marketing pieces.
The use of tablets in-store

Impact on retail: Retail employees
now have even more power and
influence to close in-store sales.
Not only do the tablets allow staff
to leverage the device for the
presentation of greater product
information, they no longer need
to leave the customer at any point
during the in-store sales cycle.

Online video streaming

Cloud computing

Impact on retail: Retailers can now
post video about their product or
service, engaging their customers
in a brand new way. It's also a great
prospecting tool for human resources professionals who can now
deliver their messages about their
organization's culture and requirements in a way that is unobtrusive.

Impact on retail: Storing mass
amounts of data and information in
the cloud allows for a more nimble
and effective back-end. Cloud
computing also makes it possible for
retail POS systems to be deployed as
Software as a service, which can be
accessed directly from the Internet,
using any browser.

It's astonishing to look back and realize how technological advancements have changed the retail landscape, but
even more impressive to understand how the industry has
leveraged these advancements to change the way product

and service is offered to the consumer. Looking ahead, it's
difficult to say where technology will take us. But, one thing
is certain, retailers will find a way to increase engagement
and improve efficiencies as a result of their operations.

To learn more about RCC's impact on the industry over the past 50 years, download Celebrating Retail Council of
Canada: 50 Years of Evolution and Going Strong, at www.retailcouncil.org.
14 |

canadian retailer | holiday 2013 | www.retailcouncil.org/cdnretailer


http://www.retailcouncil.org http://www.retailcouncil.org/cdnretailer

Canadian Retailer - Holiday 2013

Table of Contents for the Digital Edition of Canadian Retailer - Holiday 2013

PUBLISHER’S DESK
RETAIL CURRENTS
RETAIL: AT ISSUE
TECHNOLOGICAL ADVANCES THAT HAVE SHAPED RETAIL
MORE SLOW, MODEST GROWTH PREDICTED
CANADIAN RETAILERS INNOVATING TOWARD SUCCESS
17 TIPS FOR RECOVERING FROM THE POSTCHRISTMAS HANGOVER
DIFFERENTIATION AND SERVICE KEY TO INDIE SUCCESS
TECHNOLOGY AND RETAIL INNOVATION
ADVERTISER'S INDEX
RETAIL QUICK TIPS
Canadian Retailer - Holiday 2013 - Cover1
Canadian Retailer - Holiday 2013 - Cover2
Canadian Retailer - Holiday 2013 - 3
Canadian Retailer - Holiday 2013 - 4
Canadian Retailer - Holiday 2013 - 5
Canadian Retailer - Holiday 2013 - PUBLISHER’S DESK
Canadian Retailer - Holiday 2013 - 7
Canadian Retailer - Holiday 2013 - RETAIL CURRENTS
Canadian Retailer - Holiday 2013 - 9
Canadian Retailer - Holiday 2013 - 10
Canadian Retailer - Holiday 2013 - 11
Canadian Retailer - Holiday 2013 - RETAIL: AT ISSUE
Canadian Retailer - Holiday 2013 - 13
Canadian Retailer - Holiday 2013 - TECHNOLOGICAL ADVANCES THAT HAVE SHAPED RETAIL
Canadian Retailer - Holiday 2013 - 15
Canadian Retailer - Holiday 2013 - MORE SLOW, MODEST GROWTH PREDICTED
Canadian Retailer - Holiday 2013 - 17
Canadian Retailer - Holiday 2013 - 18
Canadian Retailer - Holiday 2013 - 19
Canadian Retailer - Holiday 2013 - CANADIAN RETAILERS INNOVATING TOWARD SUCCESS
Canadian Retailer - Holiday 2013 - 21
Canadian Retailer - Holiday 2013 - 22
Canadian Retailer - Holiday 2013 - 23
Canadian Retailer - Holiday 2013 - 24
Canadian Retailer - Holiday 2013 - 17 TIPS FOR RECOVERING FROM THE POSTCHRISTMAS HANGOVER
Canadian Retailer - Holiday 2013 - 26
Canadian Retailer - Holiday 2013 - 27
Canadian Retailer - Holiday 2013 - 28
Canadian Retailer - Holiday 2013 - 29
Canadian Retailer - Holiday 2013 - 30
Canadian Retailer - Holiday 2013 - DIFFERENTIATION AND SERVICE KEY TO INDIE SUCCESS
Canadian Retailer - Holiday 2013 - 32
Canadian Retailer - Holiday 2013 - 33
Canadian Retailer - Holiday 2013 - TECHNOLOGY AND RETAIL INNOVATION
Canadian Retailer - Holiday 2013 - 35
Canadian Retailer - Holiday 2013 - 36
Canadian Retailer - Holiday 2013 - 37
Canadian Retailer - Holiday 2013 - 38
Canadian Retailer - Holiday 2013 - 39
Canadian Retailer - Holiday 2013 - 40
Canadian Retailer - Holiday 2013 - 41
Canadian Retailer - Holiday 2013 - 42
Canadian Retailer - Holiday 2013 - 43
Canadian Retailer - Holiday 2013 - 44
Canadian Retailer - Holiday 2013 - ADVERTISER'S INDEX
Canadian Retailer - Holiday 2013 - RETAIL QUICK TIPS
Canadian Retailer - Holiday 2013 - Cover3
Canadian Retailer - Holiday 2013 - Cover4
https://www.nxtbook.com/naylor/RETS/RETS0617
https://www.nxtbook.com/naylor/RETS/RETS0517
https://www.nxtbook.com/naylor/RETS/RETS0417
https://www.nxtbook.com/naylor/RETS/RETS0317
https://www.nxtbook.com/naylor/RETS/RETS0217
https://www.nxtbook.com/naylor/RETS/RETS0117
https://www.nxtbook.com/naylor/RETS/RETS0616
https://www.nxtbook.com/naylor/RETS/RETS0516
https://www.nxtbook.com/naylor/RETS/RETS0416
https://www.nxtbook.com/naylor/RETS/RETS0316
https://www.nxtbook.com/naylor/RETS/RETS0216
https://www.nxtbook.com/naylor/RETS/RETS0116
https://www.nxtbook.com/naylor/RETS/RETS0615
https://www.nxtbook.com/naylor/RETS/RETS0515
https://www.nxtbook.com/naylor/RETS/RETS0415
https://www.nxtbook.com/naylor/RETS/RETS0315
https://www.nxtbook.com/naylor/RETS/RETS0215
https://www.nxtbook.com/naylor/RETS/RETS0115
https://www.nxtbook.com/naylor/RETS/RETS0614
https://www.nxtbook.com/naylor/RETS/RETS0514
https://www.nxtbook.com/naylor/RETS/RETS0414
https://www.nxtbook.com/naylor/RETS/RETS0314
https://www.nxtbook.com/naylor/RETS/RETS0214
https://www.nxtbook.com/naylor/RETS/RETS0114
https://www.nxtbook.com/naylor/RETS/RETS0613
https://www.nxtbook.com/naylor/RETS/RETS0513
https://www.nxtbook.com/naylor/RETS/RETS0413
https://www.nxtbook.com/naylor/RETS/RETS0313
https://www.nxtbook.com/naylor/RETS/GrandPrix2012
https://www.nxtbook.com/naylor/RETS/RETS0213
https://www.nxtbook.com/naylor/RETS/RETS0113
https://www.nxtbook.com/nxtbooks/naylor/RETS0612
https://www.nxtbook.com/nxtbooks/naylor/RETS0512
https://www.nxtbook.com/nxtbooks/naylor/RETS0412
https://www.nxtbook.com/nxtbooks/naylor/RETS0312
https://www.nxtbook.com/nxtbooks/naylor/RETS0212
https://www.nxtbook.com/nxtbooks/naylor/RETS0112
https://www.nxtbook.com/nxtbooks/naylor/RETS0611
https://www.nxtbook.com/nxtbooks/naylor/RETS0511
https://www.nxtbook.com/nxtbooks/naylor/RETS0411
https://www.nxtbook.com/nxtbooks/naylor/RETS0311
https://www.nxtbook.com/nxtbooks/naylor/RETS0211
https://www.nxtbook.com/nxtbooks/naylor/RETS0111
https://www.nxtbook.com/nxtbooks/naylor/RETS0610
https://www.nxtbook.com/nxtbooks/naylor/RETS0510
https://www.nxtbook.com/nxtbooks/naylor/RETS0410
https://www.nxtbook.com/nxtbooks/naylor/RETS0310
https://www.nxtbook.com/nxtbooks/naylor/RETS0210
https://www.nxtbook.com/nxtbooks/naylor/RETS0110
https://www.nxtbook.com/nxtbooks/naylor/RETS0309
https://www.nxtbook.com/nxtbooks/naylor/RETS0209
https://www.nxtbookmedia.com