Nearly two-fifths (38%) of large-scale retailers using the Internet of Things (IoT) have done so in the area of in-store contextualised marketing. This is according to a Microsoft survey of 267 companies in the retail and wholesale industry who have adopted some form of IoT technology.
Marketing in-store has begun to shift to be more digitally-driven, along with appealing to consumers' senses. However, it is vital that the technology involved is used to solve a real consumer need.
Optimising supply chains and inventory proved the most common use among IoT adopters, with...