Critical aspects of Smart Retail implementation

DOI: 10.31673/2412-9070.2019.063441

Abstract

The article deals with the problem of the consequences of the introduction of modern information and intellectual technologies into the processes of Smart Retail, which create negative conditions for increasing the profit of the company due to the inefficient implementation of information and intellectual technologies in the processes of retail trade. Features of introduction of Smart Retail technology are described. The use of Smart Retail technology has been shown to have objective benefits, increasing customer engagement and retention efficiency, combining marketing with organizational and technical means, which in turn helps to increase enterprise productivity and profits. It is revealed that Smart Retail technology is the main activity in supporting effective marketing, sales and customer service. The main concept of Smart Retail is knowing the profile of the person in the store, that is, understanding his needs and benefits, this is the key to successful retail. The need for the emergence of Smart Retail technology is caused by a change in the paradigm of retail, namely: today, for the bulk of buyers, the main criteria for selecting and buying goods in retail is no physical acquaintance with the goods in the store, and the time to find useful information on the Internet about the goods (cost, reviews on quality, brand, etc.) and contacts you need (where and how you can buy, pay, and deliver). The implementation of Smart Retail technology addresses the main question: how to anticipate the needs and desires of the buyer, or how to predict the buyer’s interaction with their needs and desires. Therefore, Smart Retail technology is a necessary tool for experts: owners and top executives of retail companies; retail marketing directors; heads of development departments; top executives of retail service companies (IT companies, banks, delivery services, vendors, vendors, lights, multimedia screens, music for retail spaces). Due to the fact that Smart Retail technology is based on other information and intelligence technologies that are vulnerable, it is natural to consider this when deploying Smart Retail technology. Particular attention is given to the problems of vulnerability in the implementation of Smart Retail technology.

Keywords: Smart Retail; customer service; threat; vulnerability.

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