Savvy retailers are turning “brick-and-mortar” stores into a competitive advantage, blending digital technology with traditional merchandising. From enabling personalized item recommendations using tracked buying preferences to streamlining purchases with mobile check-out, digital technology increasingly delivers a superior customer experience, driven by real-time, secure data. According to a recent Incisiv study we co‑sponsored with BRP Consulting, “digital already directly drives more than a third of all retail sales, and it further influences a much higher percentage.”
One challenge: Success with in-store digital technologies demands robust, resilient network connectivity. Over the next twelve months, retailers are posed for 2x growth in digital retail technology focused on mobile enablement such as mobile POS, in-store mode for mobile apps and customer Wi-Fi among others. Legacy retail networks don’t have the bandwidth and reliability needed to enable the new retail experience – an issue compounded by this new wave of tech investment. To take full advantage of the technology available, retailers will need to reimagine their network to gain new levels of performance, capacity, and reliability.
New imperatives for retail networking
Leveraging cloud applications for stores and distribution centers is an essential starting point for delivering valuable data that is both real-time and uniform across all stores and applications. Beyond this basic requirement, retail networks need to be simple, fast, agile, reliable, and secure.
Added bonus: Implementing an advanced network can significantly reduce operational costs, creating a strong business case for an upgrade. It does not take a strong imagination to see how a solid network foundation will accelerate business and position retailers for any applications the future may hold in store.
Learn more at NRF
To further explore the retail network of the future, be sure to visit booth 4609 at NRF 2019. Experts from Windstream Enterprise and retail consulting firm BRP Consulting will be on hand to answer questions regarding your specific needs and best options for satisfying them – the real starting point toward reimagining your network for the new competitive landscape of retail.
Joseph Harding is EVP, CMO for Windstream and is responsible for all aspects of marketing for the company’s enterprise business unit, including go-to-market strategy, product management, demand gen, brand, pricing and customer insight. Harding has 20+ years of experience in the industry. Prior to joining Windstream in 2015, he was CMO at Electric Lightwave. He’s also held senior positions at Level 3 in product management, product development, customer experience strategy, M&A integration and business process. He began his career at MCI in 1993 as a marketing manager in the business markets division, and has a BS in business administration and finance from the Rochester Institute of Technology.
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