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【分析レポート:技術】小売業者向けの屋内位置情報技術ガイド

A Retailers Guide to Indoor Location Technology

3Q 2016 | Technology Analysis Report | AN-2058 | 24 pages | 6 figures | PDF

 

出版社 出版年月価格 ページ数図表数
ABI Research
ABIリサーチ
2016年9月お問い合わせください 24 6

サマリー

米国調査会社ABIリサーチの調査レポート「【分析レポート:技術】小売業者向けの屋内位置情報技術ガイド」は、小売業者の視点からの屋内位置情報技術に注目しています。実店舗の顧客エンゲージメント、顧客解析、モバイル、ロイヤリティと店舗内での刺激的な顧客体験といった4つの柱を考察しています。屋内位置情報技術が既存のアプローチからどのように大きな進化をとげるかや、スタッフ管理、ダイナミックプライシング、広告、クロスチャネル販売などへの幅広い二次的なサポートについても記載しています。新たな屋内位置情報技術や、今後5年間に小売業者と顧客がモバイルを利用して関わり合うことの大きな影響にも注目しています。

This report looks at indoor location technologies from a retailer's perspective. The report considers 4 major pillars of customer engagement for bricks and mortar retailers; customer analytics, mobile, loyalty and creating an exciting in-store customer experience. This report illustrates how indoor location technology can significantly improve on existing approaches as well as being as supporting a huge range of secondary benefits such as staff management, dynamic pricing, advertising and cross channel sales. The report also looks at new indoor location technologies and trends that will have a big impact on how retailers engage with customers through their mobile over the next 5 years.

BLEビーコン技術とサービス  

 



目次

Table of Contents

  • 1. IN-STORE ANALYTICS: REMOVING INEFFICIENCIES AND CREATING NEW PERFORMANCE METRICS
    • 1.1. HOW CAN I ACTUALLY USE IN-STORE ANALYTICS?
    • 1.2. HOW MANY TYPES OF CUSTOMERS DO YOU KNOW ABOUT?
    • 1.3. MOVING FROM MACRO TO MICRO AND BACK AGAIN
    • 1.4. CROSS-CHAIN ANALYSIS: MEASURING STAFF/STORE PERFORMANCE MORE ACCURATELY
    • 1.5. MERGING IN-STORE AND ONLINE DATA TO IMPROVE PRODUCTS AND SERVICES
    • 1.6. HOW DO YOU KNOW YOUR LATEST ADVERTISING CAMPAIGN/STORE LAYOUT/WINDOW DISPLAY WORKED?
    • 1.7. YOU CAN'T DO ATTRIBUTION/RETARGETING WITHOUT IN-STORE ANALYTICS
    • 1.8. STAFF MANAGEMENT
    • 1.9. SHIFTING TO PREDICTIVE MODELING
    • 1.10. IN-STORE ANALYTICS = MOBILE ADVERTISING
    • 1.11. BRANDS WON'T WAIT FOR SLOW RETAILERS
    • 1.12. DYNAMIC PRICING
  • 2. HOW TO PREVENT M-COMMERCE, FOLLOWING E-COMMERCE
    • 2.1. THE RETAIL INDUSTRY IS MOVING TOO SLOWLY AND INEFFECTIVELY
    • 2.2. USING MOBILE TO YOUR ADVANTAGE
    • 2.3. CREATING A REASON TO VISIT
    • 2.4. HOW IS YOUR MOBILE PLATFORM USED BEYOND THE STORE?
    • 2.5. The "app" is dead AND PROXIMITY IS KEY
  • 3. RETHINKING LOYALTY
    • 3.1. LOYALTY PROGRAMS ARE INCAPABLE OF ACCURATELY MEASURING LOYALTY
    • 3.2. LOYALTY THROUGH THE PRISM OF MASLOW'S HIERARCHY OF NEEDS
    • 3.3. EVOLVING TOWARDS EMOTIONAL LOYALTY
    • 3.4. WHAT DOES EMOTIONAL LOYALTY LOOK LIKE?
    • 3.5. WHAT CAN DONALD TRUMP AND BREXIT TEACH US ABOUT EMOTIONAL LOYALTY?
  • 4. HOW TO IMPLEMENT INDOOR LOCATION AND IN-STORE ANALYTICS
    • 4.1. REMOVING THE RISK OF CHANGE: IDENTIFY. TRIAL. MEASURE. IMPLEMENT???.ANTICIPATE
    • 4.2. FOUR STEPS TO ENGAGING AND EXCITING CUSTOMERS

 

Companies Mentioned

  • Acuity Brands
  • Aldi
  • Amazon
  • American Airlines
  • Apple Inc
  • CA Inc.
  • Euclid
  • Google
  • IES
  • ING Group
  • Intel Corporation
  • Irisys
  • Philips
  • Point Inside
  • PT
  • Purple
  • SK corp
  • Starbucks
  • Two Technologies Inc
  • Uber
  • United Technologies Corporation
  • USA Technologies
  • Walkbase

 

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プレスリリース

[サマリー訳]

米国調査会社ABIリサーチの調査レポート「【分析レポート:技術】小売業者向けの屋内位置情報技術ガイド」は、小売業者の視点からの屋内位置情報技術に注目しています。実店舗の顧客エンゲージメント、顧客解析、モバイル、ロイヤリティと店舗内での刺激的な顧客体験といった4つの柱を考察しています。屋内位置情報技術が既存のアプローチからどのように大きな進化をとげるかや、スタッフ管理、ダイナミックプライシング、広告、クロスチャネル販売などへの幅広い二次的なサポートについても記載しています。新たな屋内位置情報技術や、今後5年間に小売業者と顧客がモバイルを利用して関わり合うことの大きな影響にも注目しています。

[サマリー原文]

This report looks at indoor location technologies from a retailer's perspective. The report considers 4 major pillars of customer engagement for bricks and mortar retailers; customer analytics, mobile, loyalty and creating an exciting in-store customer experience. This report illustrates how indoor location technology can significantly improve on existing approaches as well as being as supporting a huge range of secondary benefits such as staff management, dynamic pricing, advertising and cross channel sales. The report also looks at new indoor location technologies and trends that will have a big impact on how retailers engage with customers through their mobile over the next 5 years.

 


 

[プレスリリース原文]

Retailers Must Wake Up to New Indoor Location Technologies or Will Miss Mobile Opportunities

 

London, United Kingdom - 22 Sep 2016

Retailers need to acknowledge and understand the opportunities and threats posed by handset-based indoor location technologies or run the risk of losing control of the mobile experience in their stores, finds ABI Research. Though indoor location deployments in retail are largely focused on infrastructure-based technologies to date, market potential is accelerating as major companies like Apple, Baidu, and Google aim to release their own handset-based indoor location technologies to developers within the next year. 

“Retailers largely failed to exploit the possibilities of mobile thus far and are now in danger of repeating the mistakes they made with eCommerce,” says Patrick Connolly, Principal Analyst at ABI Research. “The days of loyalty cards and paper coupons are ending and retailers do not seem ready. They need to take control of the digitization of their stores and learn to put technologies like indoor location to work.”

Handset-based indoor location technologies allow retailers to measure marketing campaign performance, streamline in-store processes, create new advertising revenue streams, and most importantly, use mobile to improve the overall shopping experience by removing frictions and creating “shock and awe” moments.

The technology creates opportunity for retailers to scale their stores across a chain and engage with far more customers. Initiatives like Google Nearby remove the need for in-store apps. However, as the same tools become available to all developers, ABI Research predicts the market will rapidly embrace indoor location technologies and services, which third parties will then be able to deploy in any retail store.

“Imagine a third-party shopping app that can offer a highly accurate, detailed map of a shopping outlet tailor store offers and advertisements directly to the individual consumer,” concludes Connolly. “This would all happen without the app owner needing to deploy any additional infrastructure or obtaining permission from the retailer. This is something that could become a reality very soon, which is why retailers need to educate themselves on this up-and-coming market.”

These findings are from ABI Research’s A Retailer’s Guide to Indoor Location Technology and Handset-Based Indoor Location for Retailers. This report is part of the company’s Beacons, Indoor Analytics & Location, Enterprise IT & OT Convergence, Transformative Technology, and Semiconductors sectors, which include research, data, and analyst insights.

 

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