We recently launched a report outlining the opportunities for retail businesses that take advantage of wireless technology to support their business — and as the first Christmas products are already beginning to hit the shelves, now is the time to react ahead of the busiest period of the year.

For many businesses, Christmas is a make or break time, particularly as the high street struggles to compete with the significant challenge posed by the online sector.

In our report we identified that consumers expect to receive similar levels of personalisation as they get online while visiting traditional high street shops. Consumers also want the whole process to be as simple and enjoyable as possible. But, faced with a choice between battling the crowds in shopping centres and browsing from a tablet at home, many are understandably opting for the latter.

Enhancing the instore experience is therefore crucial to encouraging customers to leave their homes, and it’s in this area that wireless can make a massive difference – it’s not just encouraging people in to stores by providing basic phone signal.

At Christmas wireless can provide the connectivity for shop floor staff to be able to display personalised information on shoppers’ preferences on their tablets — with their consent, of course. Rather than having to spend time asking many basic questions, this will allow staff to quickly provide recommendations based on previous purchases — and will more likely result in a sale.

Wireless can also help mitigate one of the negative aspects of the retail customer experience at Christmas, the dreaded queues, something that will only become more important as customers migrate to contactless cards or applications such as Apple Pay. A number of retailers and restaurants are now even offering the option for payment via a dedicated app, removing the need for queuing and staff from the equation completely.

This is just as relevant for the grocery sector as well as retail. At a recent conference, Joanne Denney-Finch, CEO of IGD, predicted a retail world that entails “automated replenishment, smart queuing systems and enhanced click and collect services”, enhancing the store experience by “allowing consumers to engage with brands and avoid perceived mundane shopping processes.”

All of these are services that require wireless connectivity to function efficiently. However, there’s a danger that the focus is currently on services and applications and the communications infrastructure to support these has been forgotten.

Wireless isn’t an easy challenge to address — from provision across a complex building to the business case for the investment. For more information on the opportunities enabled by wireless and the business case to support them, download our guide here.

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