Canadian Retailer - The Technology & e-Commerce Issue - 28

GROUNDBREAKING TECHNOLOGY

Retail challenge: Engage customers in the store.
Solution: Tap into the technology they carry with them.

4

Mobile devices provide retailers
with enormous opportunity to be
with their customers at all times.

RETAILERS continue to compete not only with their traditional rivals or online competition, but sometimes with themselves, says Dave Rodgerson, Retail Industry Lead
for Microsoft Canada. For retailers with both an online channel and a physical store,
"You're trying to drive sales from one to another. Inside the store you need to create
an environment where the digital and physical experiences blur."
To do that, he says retailers should focus on the technology that most customers have
in their own pockets: the smartphones they bring into the store and use while shopping.
Yes, that already happens, but new and widely varied applications are exploding.
Rodgerson mentions a demo at Microsoft's retail experience centre in Mississauga,
using a tag (from partner Tuko) on an Xbox carton. Tap your phone on the tag, and you
can get content like a video about Xbox and customer reviews, and an option to call
over a salesperson.
Microsoft and other partners are also working with Philips Lighting on indoor-positioning technology. Philips has touted visible light communication (VLC), which embeds signals in the modulation of lightwaves that LEDs emit. Essentially, ceiling lights
can transmit signals to smartphones. Other technology can send signals from chips
inside light fixtures. The possibilities include helping shoppers navigate a building, and
also pinging them with offers based on their buying history and loyalty programs.
When it comes to in-store exploitation of customers' smartphones, "we're only starting to scratch the surface," Rodgerson says.

5

Retail challenge: Turn deep learning about
customers into action.
Solution: Drive partnerships between IT and
business roles.
THE customer's path to purchase is individual, says Jennifer Lee,

Partner IT with departments across the
organization for greater success.

28 |

CANADIAN RETAILER

Partner and Retail Consumer Analytics Leader at Deloitte Canada.
Retailers have a lot of structured data, around loyalty, POS, traffic,
etc. That fits inside the system, Lee says. How do you match that with
valuable unstructured data that's external to retailers, gain insight
into customers and make that actionable?
That's just one example of a common problem, says Lee. Tech platforms pitch retailers on the holy grail of solutions all the time. The
problem isn't a lack of technology; it's what you do with all of it to
make it meaningful.
To Lee, the way that retailers structure and deliver analytics projects has to change. Whether we're talking about internal or outside
teams, or a combination, Lee says you need to integrate the IT and
business experts, like programmers working alongside marketers.
She says if the tech-savvy side is red skills and the business side is
blue skills, retailers need a mix to achieve real change. "We call them
purple teams. What's the business problem you're trying to solve?
Purple teams are the secret sauce."

| THE TECHNOLOGY & E-COMMERCE ISSUE



Table of Contents for the Digital Edition of Canadian Retailer - The Technology & e-Commerce Issue

Editor’s Note
Retail Currents
Under the Banner
At Issue
Preparing for Tomorrow Today
Retail 2018: What the Future Has in Store
Living in the Future
Getting Results
Selling Across Borders
Don’t “wannacry” Anymore About Cybercrime?
How Can Technology Solve the Biggest Retail Challenges?
Channel Loyalty
Content Is King
Delivering Your Brand to the World
Small Business. Big Impact.
Leading Retailers in Canada
Advertisers’ Index
Canadian Retailer - The Technology & e-Commerce Issue - Intro
Canadian Retailer - The Technology & e-Commerce Issue - bellyband1
Canadian Retailer - The Technology & e-Commerce Issue - bellyband2
Canadian Retailer - The Technology & e-Commerce Issue - cover1
Canadian Retailer - The Technology & e-Commerce Issue - cover2
Canadian Retailer - The Technology & e-Commerce Issue - 3
Canadian Retailer - The Technology & e-Commerce Issue - Editor’s Note
Canadian Retailer - The Technology & e-Commerce Issue - 5
Canadian Retailer - The Technology & e-Commerce Issue - Retail Currents
Canadian Retailer - The Technology & e-Commerce Issue - 7
Canadian Retailer - The Technology & e-Commerce Issue - Under the Banner
Canadian Retailer - The Technology & e-Commerce Issue - At Issue
Canadian Retailer - The Technology & e-Commerce Issue - Preparing for Tomorrow Today
Canadian Retailer - The Technology & e-Commerce Issue - 11
Canadian Retailer - The Technology & e-Commerce Issue - Retail 2018: What the Future Has in Store
Canadian Retailer - The Technology & e-Commerce Issue - 13
Canadian Retailer - The Technology & e-Commerce Issue - 14
Canadian Retailer - The Technology & e-Commerce Issue - 15
Canadian Retailer - The Technology & e-Commerce Issue - 16
Canadian Retailer - The Technology & e-Commerce Issue - 17
Canadian Retailer - The Technology & e-Commerce Issue - Living in the Future
Canadian Retailer - The Technology & e-Commerce Issue - 19
Canadian Retailer - The Technology & e-Commerce Issue - Getting Results
Canadian Retailer - The Technology & e-Commerce Issue - 21
Canadian Retailer - The Technology & e-Commerce Issue - Selling Across Borders
Canadian Retailer - The Technology & e-Commerce Issue - 23
Canadian Retailer - The Technology & e-Commerce Issue - Don’t “wannacry” Anymore About Cybercrime?
Canadian Retailer - The Technology & e-Commerce Issue - 25
Canadian Retailer - The Technology & e-Commerce Issue - How Can Technology Solve the Biggest Retail Challenges?
Canadian Retailer - The Technology & e-Commerce Issue - 27
Canadian Retailer - The Technology & e-Commerce Issue - 28
Canadian Retailer - The Technology & e-Commerce Issue - 29
Canadian Retailer - The Technology & e-Commerce Issue - Channel Loyalty
Canadian Retailer - The Technology & e-Commerce Issue - 31
Canadian Retailer - The Technology & e-Commerce Issue - 32
Canadian Retailer - The Technology & e-Commerce Issue - 33
Canadian Retailer - The Technology & e-Commerce Issue - 34
Canadian Retailer - The Technology & e-Commerce Issue - 35
Canadian Retailer - The Technology & e-Commerce Issue - Content Is King
Canadian Retailer - The Technology & e-Commerce Issue - 37
Canadian Retailer - The Technology & e-Commerce Issue - 38
Canadian Retailer - The Technology & e-Commerce Issue - 39
Canadian Retailer - The Technology & e-Commerce Issue - Delivering Your Brand to the World
Canadian Retailer - The Technology & e-Commerce Issue - 41
Canadian Retailer - The Technology & e-Commerce Issue - Small Business. Big Impact.
Canadian Retailer - The Technology & e-Commerce Issue - 43
Canadian Retailer - The Technology & e-Commerce Issue - Leading Retailers in Canada
Canadian Retailer - The Technology & e-Commerce Issue - 45
Canadian Retailer - The Technology & e-Commerce Issue - Advertisers’ Index
Canadian Retailer - The Technology & e-Commerce Issue - cover3
Canadian Retailer - The Technology & e-Commerce Issue - cover4
Canadian Retailer - The Technology & e-Commerce Issue - 52
Canadian Retailer - The Technology & e-Commerce Issue - 53
Canadian Retailer - The Technology & e-Commerce Issue - 54
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