Retail stores use IoT technology to transform the customer experience
Source: Procre8 for Aruba , Author: Posted by BI-ME staff
Posted: Tue November 21, 2017 1:37 pm

UAE. IoT adoption by retailers from monitoring and maintenance to location-based services, is already leading to improved customer experience and increased profitability – according to research conducted by Aruba, a Hewlett Packard Enterprise Company.

Thanks to IoT technology, bricks and mortar stores can compete with online shopping, offer unique, personalised and engaging in-store experiences for consumers. By 2019, 79% of retail organisations will have adopted IoT technology and 77% believe it will transform the industry.

Video: See how IoT will transform the retail industry here.

The reality of IoT differs depending on industry. Aruba’s report, IoT Today and Tomorrow, finds some of most popular connected devices in retail and distribution include: barcode readers, personal mobile devices and smart speakers/TV/sound systems.

The report also discovers:
-  IoT is already being used in retail, from monitoring and maintenance (68% of people surveyed said they were using it for this) to location-based services (57%).
-  The benefits of IoT include: improved customer experience (reported by 81% of those surveyed); improved visibility across organizations (78% agreed); and increased profitability (said 74%).
-  Threats from IoT span malware (41%), spyware (31%) and phishing (25%).

The benefits speak for themselves, but adopting IoT technology is not without security risks. Of the organisations (surveyed by Aruba) who are incorporating IoT into their business, 84% have experienced an IoT-related breach. Over half, report external attacks as a key barrier to the adoption of this technology.

However, IoT technology can be protected and user data – useful. Aruba ClearPass technology enables wired and wireless access control and its features include attack detection.

Retailers can reduce the risk and vulnerabilities associated with IoT technology by using the ClearPass solution to secure their network. User data, captured from consumer interactions in store and online, can help retailers better understand their customers and inform business decisions.

Case study: Home Depot
Home Depot, an American retail company, were seeking technology solutions to improve their in-store experience across 2,282 stores. A need for location services and more detailed customer analytics was identified, and Aruba was chosen as the provider.

Home Depot successfully bridged the gap between the online (digital, mobile) experience and what happens in store. By adding to their official app – which has 13 million customer downloads – the functionality to find products across huge store sites, the speed and efficiency of the experience for customers and employees increased dramatically. Home Depot hopes to take this one step further in the future and track product locations to their exact position on the shelf, not just the aisle.

Jon Moger, Senior Director at Aruba, commented: “The impact of IoT within the retail sector has huge potential. We are already seeing transformations in retail stores as the realisation of what IoT technology can achieve prompts the standard of the in-store experience – and consumer expectations – to increase.

"The benefits of IoT are widely reported, as are the potential security risks. But with the right security solutions, like ClearPass, network access can be controlled and the threat of infiltration, eliminated.”

Research methodology
A total of 3,100 IT and business decision makers were interviewed in November and December 2016. The respondents were from organizations of at least 500 employees, and were from both public and private sectors, but with a focus on the industrial, government, retail, healthcare, education, construction, finance, and IT/technology/telecommunications sectors.

Interviews were conducted both online and via telephone using a rigorous multi-level screening process to ensure that only suitable candidates were given the opportunity to participate. Respondents were interviewed in the UK, Italy, Germany, France, the Netherlands, Spain, Sweden, Norway, Turkey, UAE.

Photo Captions:
1. (above)  Jon Moger, Senior Director at Aruba
2. (inset)  For illustrative purposes only (File photo)

Photo Caption: Jon Moger, Senior Director at Aruba

About Aruba, a Hewlett Packard Enterprise company
Aruba, a Hewlett Packard Enterprise company, is a leading provider of next-generation networking solutions for enterprises of all sizes worldwide. The company delivers IT solutions that empower organizations to serve the latest generation of mobile-savvy users who rely on cloud-based business apps for every aspect of their work and personal lives.

To learn more, visit Aruba at



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