اینترنت اشیا (IoT) در خرده فروشی
Abstract
1- Retailing faces a new landscape
2- Decoupling information and fulfillment
3- Summary of IoT device types
4- IoT strategy for value creation
5- Implementation challenges
References
Abstract
A sales channel serves two primary functions: delivering information and products to customers. Omnichannel retailing allows for the decoupling of these two functions as consumers can learn about products through channels that differ from those used to purchase them. This separation requires a sophisticated inventory and supply chain operation, as well as integration of all customer touchpoints, in order to match fast-moving supply and demand. The Internet of Things (IoT) can play a fundamental role in channel integration because it allows companies to rebalance supply and demand. We classify IoT initiatives on an opportunity map, presenting a strategic framework that distinguishes initiatives by the value they create and by their major area of impact. We justify the adoption of IoT in terms of its enabling capabilities—those immediately realized by deploying IoT sensor data—but its true potential resides in its enhancing capabilities—unanticipated benefits following IoT adoption—at the intersection of supply and demand.
Retailing faces a new landscape
The Internet of Things (IoT)refers to a broad class of connected devices: networks of sensors and wireless devices that can be remotely accessed through the internet or private networks (Pelino & Gillett, 2016). These devices include temperature and environmental sensors; optical sensors for remote monitoring; and emerging wearable, edible, and implantable sensors for biological use. Sensor networks found early application in factory automation and the aerospace industry. IoT is now being adopted across multiple vertical market segments for consumer applications and supply chain management (SCM).1 IoT has already transformed traditional business models in areas such as manufacturing, healthcare, building automation, transportation, and environmental monitoring (Tyo, 2006). One industry with vast potential for IoT is retailing, which we focus on in this article.2 The retail industry is highly competitive, so efficiency and growth require not only solid business operations but also innovation. According to the U.S. Department of Commerce, the U.S. saw nearly $5 trillion in retail sales in 2016; overthe last decade,U. S.retailing consistently exhibited a compound annual growth rate ranging from 2%—3% (Zaroban, 2018). Moreover, online competitors are changing the cost structure and profitability of the business model for in-store operations. In light of these circumstances, retailers are turning to information technology and new business models to devise omnichannel strategies that catertotheir customers foronline,in-store, and mobile shopping (Parris et al., 2015).