Tag Archives: Internet of Things

Connect with your customer

Once the stuff of science fiction, the connected home is now a reality, with smart technology now found in almost all categories across consumer electronics and domestic appliances.

Consumers are starting to take a real interest in the smart home. But it’s up to retailers to bridge the gap between desire and knowledge, offering consumers a personalised service. This is an area where independent retailers can excel over their multiple counterparts.

Although there is clearly demand among consumers for smart products, many retailers may still be sceptical that the smart home is the future. If you are a sceptic, take a look at your top-end TVs and MDAs – chances are they all include smart features that your customers aspire to have in their homes.

New smart MDA products, such as the LG InstaView fridge-freezer (pictured) and the Hoover Wizard smart oven, have additional features to complement your customers’ lifestyles. You can offer these smart MDA solutions as the top of your ranging. Soon all appliances and CE products will be smart. Customers who have bought that smart TV or washing machine are likely to come back in-store looking for the next appliance to complete their smart home.

If you are thinking about ranging smart-home products, but don’t know where to begin – start small. There are plenty of products that require only a small investment, but can have a huge lifestyle impact for consumers. Smart plugs, such as those from Hive and TP-Link, allow users to control their appliances from any smart device. From turning on a lamp, to making sure your hair straighteners are turned off, smart plugs are an inexpensive and easy to install and a great way to introduce customers to the category. Likewise, ranging at around £70, smart light bulbs, such as Philips Hue or Lifx, are a great smart-home product, allowing consumers to switch on their lights or change the colour, and can be linked to a device such as Google Home.

Excitement

Then you can move on to other key smart-home areas, such as thermostats from Hive and Nest, and smart security products, such as the Ring video doorbell. These products are more of an investment with an average basket value of £123, but the lifestyle benefits will appeal to interested consumers. Similarly, smart speakers are an up-and-coming category creating a lot of excitement.

As recently published in ERT, a survey by German electronics retailer Reichelt found that 56 per cent of Brits were already using, or would consider using, a voice-controlled connected device in the home. However, 55 per cent did not know how to install them or would need to seek professional help.

There is definitely an opportunity for independent retailers to fill this gap, offering customers professional installation or even training in-store from a member of staff. With some multiple retailers lacking the wi-fi connection needed to fully set up a smart speaker or security system in-store, set your shop apart by offering a full demo-ready model of all your smart-home products for shoppers to try out. This could make your store an obvious destination.

But it’s important that you don’t confuse shoppers with technical jargon. Make sure your staff are communicating what the smart home offers each customer, be it peace of mind when leaving their home for a long period, the money-saving benefits of a smart thermostat, or even the convenience of a smart assistant.

Equally, make sure that, when demoing a product, your staff have been thoroughly trained and are able to answer any questions. Shoppers will want to be reassured that the device is easy to install, unobtrusive and convenient for them.

This will help inspire customers to come to you to upgrade all their appliances to create a smart home for themselves. With the average basket value of a smart-home purchase trending at £105, the prospects are good.

 

Read more at http://ertonline.co.uk/opinion/connect-with-your-customer/

Tagged , , , , , ,

Smart staff for a smart sale

smart-home-banner

The smart home has arrived, the Internet of Things is gradually making its way into everything from kitchen appliances to thermostats, and you’ll soon be able to control most things in your house from your phone.

The global market for smart-home appliances is expected to be worth $38.35 billion (£28.9bn) by 2020, and is only expected to grow further as our homes become more and more ‘connected’.

In the UK, sales of smart-home technology have increased by 81 per cent year on year, according to John Lewis. Although 66 per cent of UK consumers agree that the smart home is an appealing concept, many retailers are experiencing problems when trying to train their staff to sell this category, which presents some major challenges.

Despite technologically aware customers showing interest, there is still a lower level of demand for smart-home products over conventional ones, meaning that sales staff have limited opportunities to talk ‘smart home’. In some cases, this leads to apathy when it comes to investing time into training. This is not helped by the fact that many staff still believe that this type of technology is the future rather than the present.

It is critical that sales staff understand that they need to educate themselves and develop an interest in this emerging category.

As predicted, virtually all products will become connected over the coming years, so any purchase of a smart product is a safe bet for the future. With 3,427 smart products on the market (from 439 brands) – an increase of 61 per cent – the market is growing.

Another major challenge for retailers is that many consumers struggle to understand the concept of the smart home and its benefits. A quarter of UK consumers cite a ‘lack of knowledge’ as their main reason for not purchasing a smart-home product. Many customers, once given an explanation, understand how the smart home works, but still struggle to see how it will improve or enrich their lifestyle.

Staff need to be trained on how to sell the benefits of the smart home, giving shoppers some context as to how the technology may fit into their lives. A lack of hands-on experience with smart-home products means it is hard for store staff to explain the real-life uses for this technology. It’s no coincidence that higher sales come from those staff that own the product, as they are able to give practical examples of how the connected home has benefited them.

To overcome these barriers, it is perhaps helpful for retailers to move away from selling the ‘technology’ itself and instead outline for customers how the tech interacts with their lifestyle and delivers real, tangible benefits.

Sales personnel should ask more pertinent questions of the customer to establish their wants and needs in order to demonstrate the relevant connected-home product that will enhance and improve their life.

Currently, sales colleagues tend to focus too much on the broadband internet connection, app or other technology involved, which for many shoppers, while essential to know, is still a baffling science and serves to create unnecessary confusion.

A change in approach is vital for retailers to sell the smart home – focus on the benefits rather than the technology itself. Early adopters already understand the technology, but if these products are going to become truly mass-market, it is necessary to make the category simple and relevant to every consumer.

The smart-home landscape is changing as it becomes more sophisticated and reliable. More products will be smart-enabled, as demonstrated by SoftBank with its recent purchase of semiconductor IP company Arm Holdings.

IFA 2016 will without doubt exhibit significantly more innovation from more brands for the smart category. It’s the brave that will survive in this ever-changing market.

 

Read more at http://ertonline.co.uk/opinion/smart-staff-for-a-smart-sale/

Tagged , , , , , , ,

Have a techie New Year

sonos banner

Oh no, it’s happened again. The peak sales period is upon us and while consumers are getting over Black Friday and preparing for Christmas, retailers will be trying to predict the big sellers for 2016.

The next phase of growth is going to come from the Internet of Things (IoT), which is only going to be more relevant and significant in our lives as we all become even more connected.

The retail landscape is evolving and the need to be current in your ranging is as important as the service and experience you provide.

SDA

Kitchen tech is continuing to battle for space on our worksurfaces and in the lead we still have blenders. This trend is sure to continue into the New Year, with the Nutribullet, Magimix and Nutri Ninja taking breakfast by storm for millions of smoothie lovers. Health blenders are a fantastic gift for any health-conscious individual looking to lose a pinch after all that Christmas feasting. John Lewis on Oxford Street sold an average 100 health juicers a day during ‘peak’ in 2014.

Streaming

Music streaming and multi-room speaker devices are expected to be a huge hit, with innovative products like Google’s Chromecast Audio streaming music from your smartphone, tablet, Chromebook or PC to any speaker in your home.

Likewise, multi-room speaker systems from Sonos will continue to be popular, but don’t forget alternative solutions from Bose and LG.

A perfect gift for audiophiles, music streaming is becoming mainstream with physical music now a collector’s pastime. Take the opportunity to attach sales of streaming devices to non-connected speakers, or upsell to a future-ready connected speaker system. Sales of connected audio devices such as soundbars, wireless speakers, headphones, etc, are expected to increase to 267 million units in 2018, up from 58m in 2014.

Multimedia

Streaming devices turn any screen into a multimedia centre and the leader of the pack is by far Google Chromecast and Chromecast Audio, both the easiest sale you’ll ever make – only £30 to turn any TV with an HDMI port into a smart TV. The original Chromecast sold over 20m units, so expect the updated model to sell even more. Other streaming devices, such as Now TV, allow users to purchase one-time subscriptions to premium channels, meaning they can watch the Boxing Day football on Sky without having to pay for an expensive box and subscription.

However, if users prefer not to pay for content, it’s no longer necessary to have an expensive subscription service as they can now have Freeview Play built into Panasonic TVs or upgrade any TV with a Humax set-top box.

Home tech

Smart home solutions are an inexpensive and practical gift for many and connected security cameras are fast becoming an IoT mainstay. Coming in from around £50, a smart security device, such as a connected doorbell or camera to monitor your house and pets remotely, would make a good addition to any home. Brands to look at include Motorola and Belkin.

With a cold winter in prospect, a smart thermostat can give homeowners complete control over their heating, wherever they are using their smartphone. Hive’s newest smart thermostat is a stylish statement for the home, with its unique design adding to its great practical features and fantastic app.

Appliances

Sales of smart devices are expected to explode over the next five years, so it’s no surprise to see brands across the home appliances spectrum, including Hoover, LG, Samsung and Whirlpool, investing in connected appliances.

Smart appliances from the likes of LG can also be integrated with existing smart thermostats, monitoring activity and setting appliances to switch on or change setting automatically when it deems best for a family’s lifestyle.

Retailers can get ahead of the curve, offering shoppers a connected product that will integrate with their existing smart devices and, more importantly, IoT products they are perhaps likely to purchase in years to come.

Wearables

Fitness wearables and smartwatches show no sign of abating, with sales of fitness gadgets having increased by 900 per cent over the past year, according to Dixons Carphone.

The New Year is a time when people’s thoughts turn to getting fit, and fitness wearables such as the Fitbit Charge HR are packed full of features.

A great way to sell the benefits of fitness wearables is to give them to staff to wear on the shopfloor. Linking the devices to their own smartphone will also help them to demonstrate the features.

Across every category, there is innovation to suit all pockets. Show your consumers how these innovative products work together, not as separate products. Do them justice and show your customers what the IoT is all about and how great it can be.

Tagged , , , , , , , , , , , ,

Lifestyle benefits are key to selling the Connected Home

hive 2 banner

Recent research from McKinsey claims that the Internet of Things (IoT) offers a potential economic impact of $4 trillion to $11 trillion a year by 2025, equating to 11 per cent of the world’s economy. Now, that’s surely a reason to get involved?

Every technology brand is acutely aware of the need to create innovative connected products. Some are more aware than others, such as Hoover with Wizard, the UK’s first fully connected kitchen app that enables you to control and view the status of appliances on the go.

IoT devices, once thought of as the preserve of premium brands, are now becoming the norm in retail, with many shoppers expecting more connectivity in their appliances and devices. Hoover is not alone in giving consumers ultimate control at realistic prices. Look at the beautifully designed Hive Active Heating 2 with a range of new features and a family of complementary products.

The demand for connected products in the UK is growing. Research from the Joseph Rowntree Foundation identified that 59 per cent of people agreed or strongly agreed that it would be useful to control devices in the home when out and about. Consider the possibilities this offers your consumers and the connection sales IoT offers your store for those upgrading one or many devices. A massive 70 per cent would also value the safety and security features a smart home would offer, increasing the opportunity to range complementary products, offering a choice to consumers expecting more.

When selling connected devices, it’s easy to over-complicate the “how it works” element from a technical perspective. Too much focus on explaining the reliance on network connections and sharing data may confuse the customer and worry them unnecessarily. To sell smart-home solutions without over-complication, the focus should be kept on the practical benefits – namely being convenient, safe and fun.

The ways in which this technology should be introduced to customers is to focus on the lifestyle benefits offered by your new connected product.

All retailers must consider the 50 per cent of shoppers who would buy smart products for their home if cost weren’t an issue. Likewise, retailers need to consider that 39 per cent of shoppers are worried about the privacy issues associated with IoT. As a new category, shoppers need reassurance that the products they are considering will truly benefit their lifestyles and are worth the extra cost, and that they will not put their privacy at risk. This reassurance needs to be reinforced on the shopfloor by staff, making training on IoT products a priority when entering this new category. If your staff can talk with authority about connected products, you will see consumer knowledge, and ultimately sales, improve.

The IoT is about innovation. What better way to market your store’s expertise in IoT than through targeted digital campaigns to your customer base via smartphone and email. Continue the customer journey from online to in-store with working digital displays and staff on hand equipped with wi-fi-connected tablets to explain and demonstrate the benefits of IoT products. Consider also inviting consumers to try interacting with connected devices from their own smartphone, further enhancing the customer experience. It will also demonstrate the ease of use and spark their imagination to consider how they can immerse themselves and their home in the IoT.

Brands like Hoover and Hive demonstrate that innovation need not be at a premium when integrating IoT devices into your home. With a number of brands adding to the already growing category, ranging IoT products will put you ahead of the curve, perhaps enabling the IoT to become potentially more than 11 per cent (forecast) of your total revenue.

Importantly though, the IoT remains a new category that can overwhelm shoppers. Training staff to speak with authority and concentrate on the lifestyle benefits created by the products will transform an unknown category into a staple for your store.

 

Read more at: http://ertonline.co.uk/Opinion/Opinion-Daniel-Todaro231015.htm

Tagged , , , , ,