Winter 2020 - Inside Outdoor Magazine

ers disagree – in fact, they consider chatbots an unhelpful scourge on the shopping experience, either in-store or online.” The Oracle data also shows a major disconnect between how retail executives and consumers feel about store environments. According to the findings, 73 percent of retail execu- tives think that store environments have become more inviting in the past five years. However, only 45 percent of consumers agree – and 19 percent think they have become less inviting. That’s not to say that IoT devices don’t have a place in retail. Rather, de- vices and systems should be deployed strategically and with consumers in mind. For example, intelligent environ- mental systems can be used to monitor consumer traffic and adjust in-store lighting, temperature and sound accord- ingly to conserve energy and provide enhanced shopping experiences. Or, mobile apps with geofencing can be de- ployed for shoppers who opt in, so they can receive targeted messaging about discounts and promotions when they are in proximity to a nearby store. These types of enhancements are more subtle than, say, a giant robot following shoppers around asking if they need assistance, a trend that’s becoming increasingly more a reality and less science fiction. The Connected Consumers Side The IoT also should be top of mind for outdoor retailers when buying inven- tory, with the consumer IoT market ex- pected to reach $104 billion by 2023. Purchasing managers need to be on the lookout for cost-effective and practical products that enable con- nected outdoor experiences. The “unplug” movement may be popular, after all, but only among certain niche consumer groups. Overall, consumers are highly connected now and expect to see products that match their life- styles and habits. For example, Bose now offers sun- glasses that connect to a mobile device via Bluetooth, allowing consumers to listen to music and even make calls. There is also a growing smartwatch market beyond traditional players such as Apple and Samsung specifi- cally geared for outdoor consumers, with companies including Suunto and Garmin both offering high-quality alter- natives specifically made for camping, hiking and even boating. In the coming years, many more connected outdoor products will come to market providing lucrative opportunities for retailers that can identify items that will match the interests and needs of their core customers. The key takeaway for retailers is that the world is becom- ing increasingly connected, a trend that’s only going to continue in the coming years. As such, it’s vital to embrace the IoT where it makes sense and use it to remain competi- tive and relevant. m ATTENTION OUTDOOR BRANDS! January 29, 2:30 p.m., Room 405 Can’t join the seminar? Stop by Centric’s booth for in-both demo sessions everyday. CENTRIC BOOTH #54021-UL © 2020 Centric Software, Inc. All rights reserved. Cocoa Bar & PLM Session Digital Transformation for the Outdoor Industry featuring Inside Outdoor | WINTER 2020 27 Tech Savvy