The media love a good “the high street is dying — online shopping is the future” story. Compelling headlines that talk about the death of one industry in favour of another make for an entertaining read, and who wants the truth to stand in the way of a good headline?

The reality is that bricks-and-mortar shops are not disappearing. On the contrary, retailers and property owners are taking actions to encourage people to use the “real” experience of shopping to complement the online experience. However, the retail stores of today are significantly different to those in the past in how they attract and retain customers. Although each shop will have its own unique strategy for attraction and retention, the key trend of 2015 points to improving the customer experience and we at Real Wireless see technology playing a crucial role in achieving this.

For stores with big budgets, the technology can often be headline grabbing and quirky, and can potentially offer consumers experiences they don’t typically see every day. Harrods, for example, installed augmented reality window displays for its Tissot watch range.

But, of course, most stores are unlikely to want to invest in technology like that, certainly not at the early stage of any technology initiative. However, the premise of using tech to improve the customer experience remains important to every store. So, most retailers are focusing on how to capitalise on a piece of technology that almost every consumer has in their pocket nowadays — the smartphone — in a way that enhances the experience and ultimately improves business performance.

As consumers become more accustomed to using smartphone technology, they increasingly expect retailers to replace loyalty cards with a digital app, provide personalised discounts based on the consumer’s own preferences, interact with consumers through social media, accept contactless payment, let consumers themselves scan items to speed up the checkout process, and roll out countless other enhancements. At the same time the customer may want to do online comparisons and get an opinion from their friends through social media before making the purchase, so the customers need to be able to get online.

The key to capitalising on smartphones lies in wireless connectivity — not just Wi-Fi, but 3G and 4G too. If a retailer fails to meet today’s consumer’s connectivity needs, they risk losing out on sales. But by addressing those needs, retailers can enhance the customer experience, driving brand loyalty and, ultimately, improving sales.

To help retailers get the most out of good connectivity, Real Wireless has published a report detailing the importance of wireless for the retail industry, the business case for generating a return on technology investment, and how to overcome the challenges that any rollout will face.

The report, entitled Wireless and the omni-channel time bomb, is available free of charge from today.

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