For more than 35 years, Qualcomm Technologies, Inc. has connected products and technologies you interact with every day. Most recently, they’ve devoted efforts to creating a wide range of cutting-edge innovations, from smartphones and gaming devices to technologies that support smart vehicles, smart industry, and smart cities.
Last month, I had a chance to speak with Art Miller, vice president and global head of retail IoT for Qualcomm Technologies, Inc. about how Bluetooth® technology can be used to enhance operations across retail spaces.
Q&A With Art Miller From Qualcomm
How has Bluetooth technology evolved in the retail sector over the past few years?
Bluetooth technology has advanced in the retail sector in recent years, thanks in part to swifter image and data transmission, channel hopping, more robust communication protocol, and a reduction in battery consumption. These improvements have opened the door to new applications that can revolutionize customer experience and business operations, including locationing and geofencing-based use cases and proximity sensing with Bluetooth Low Energy (LE)-enabled devices.
While proprietary networks alone can provide a number of functions, their proprietary nature can also bring limitations when exploring new functionality. Bluetooth LE brings a breadth of new capabilities to complex retail environments that demand electronic shelf labels (ESL), digital shelf systems (DSS), and other IoT devices.
What emerging trends in Bluetooth technology do you see having the biggest impact on the retail industry?
A notable trend in Bluetooth technology for the retail sector is the increasing use of Bluetooth LE for IoT devices, including growing momentum in electronic shelf label implementations. This advancement enables the creation of a unified retail system where IoT devices from various manufacturers can seamlessly communicate and integrate into a single management platform. This has the potential to revolutionize retail operations, driving efficiency, cost savings, and improved security and scalability.
“A notable trend…for the retail sector is the increasing use of Bluetooth® LE for IoT devices.”
Bluetooth technology offers retailers two main benefits: security and scalability. Through our alliance with VusionGroup, Bluetooth technology helps us deliver retailers a comprehensive solution for contextual real-time data, analytics, and positioning capabilities that can be scaled rapidly and reliably.
One of the main challenges that retailers face when adopting electronic shelf labels (ESL), digital shelf systems (DSS), and other IoT devices is scalability. How can they install, manage, and update tens of thousands or even millions of IoT devices across multiple stores without compromising performance, security, or efficiency? How can they ensure a smooth and seamless transition from legacy systems to digital solutions? Bluetooth LE implementation offers several advantages over other wireless protocols.
FEATURED INNOVATION
Bluetooth Electronic Shelf Labels (ESL)
With the introduction of a wireless standard for the electronic shelf label (ESL) market, Bluetooth® technology is helping unlock the next chapter in in-store digital transformation to deliver better retail outcomes for both stores and shoppers.
How can Bluetooth technology improve customer experiences in retail environments?
Bluetooth technology can enable a variety of customer experiences in retail, including through mobile payment systems, item picking, and enhanced system integrations.
“Bluetooth® technology can enable a variety of customer experiences in retail.”
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- Mobile Payment Systems: Customers can use their smartphones to pay for items at checkout.
- Item Picking: Employees can use Bluetooth enabled devices to track inventory and pick items for customers.
- Enhanced System Integrations: Bluetooth technology facilitates the seamless integration of various store systems, including point-of-sale, inventory management, and customer relationship management systems. This data can be used to optimize retail operations and improve customer experiences by:
- Providing customers with real-time information about product availability and pricing
- Empowering employees with streamlined work processes
- Personalizing the customer experience based on individual preferences
Both Walmart and Ace Hardware recently announced that they will be including Bluetooth LE ESLs in thousands of their stores in the near future.
Beyond electronic shelf labels, what other ways can retailers use Bluetooth technology to enhance their shopper experience?
Retailers can effectively engage customers with Bluetooth enabled features by providing in-store navigation to help customers find products quickly and easily and by offering personalized promotions to customers based on their purchase history or interests. This can help retailers increase sales and improve customer satisfaction.
Can you share any lessons learned from past projects involving the deployment of Bluetooth technology in retail spaces?
We recognize the critical importance of identifying the unique challenges and use cases each retailer faces. This understanding is key to deploying technology in a comprehensive manner that considers the entire store ecosystem and operations. Moreover, integrating with the retailer’s existing architecture can lead to cost efficiencies and expedited deployment.
It is important to understand that Bluetooth® LE is a transformative technology for the retail industry, empowering unprecedented levels of connectivity, interactivity, and intelligence. It is crucial to select a secure and scalable solution crafted by experts in Bluetooth technology and retail innovation. With the right solution, retailers can anticipate higher sales, better labor utilization, targeted promotions, higher profits, and simplified security.
“Over the next three to five years, Bluetooth® technology will continue to revolutionize the retail experience.”
How do you envision the future of Bluetooth technology shaping the retail experience over the next five to ten years?
Over the next three to five years, Bluetooth technology will continue to revolutionize the retail experience. It will be leveraged for a myriad of applications, including pricing automation, operations efficiencies, and customer engagement. Bluetooth technology will also make it easier for retailers to track inventory and manage prices while improving their bottom line by reducing costs to help increase sales.
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