{"id":407,"date":"2016-01-28T09:30:55","date_gmt":"2016-01-28T09:30:55","guid":{"rendered":"https:\/\/www.microsoft.com\/en-ca\/industry\/blog\/industry\/2016\/01\/28\/best-of-nrf-2016-unified-commerce-steals-the-show\/"},"modified":"2016-01-28T09:30:55","modified_gmt":"2016-01-28T09:30:55","slug":"best-of-nrf-2016-unified-commerce-steals-the-show","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-ca\/industry\/blog\/retail\/2016\/01\/28\/best-of-nrf-2016-unified-commerce-steals-the-show\/","title":{"rendered":"Best of NRF 2016: Unified Commerce steals the show"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/8e4dM6GYNbs\" width=\"854\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Earlier this month, the retail and technology industries merged together again for the National Retail Federation\u2019s annual convention and tech expo.<\/p>\n<p>With technology advancing so quickly, the opportunities for retailers to do things they\u2019ve never been able to do before is tremendous, and so all eyes were on Retail\u2019s BIG Show as the pulse of where the industry is heading in 2016 and beyond. We asked our Microsoft NRF retail team to share their perspective from the expo hall floor, and from the looks of it retailers this year were focused on the practical.<\/p>\n<p><strong>Less sparkle, more practical<\/strong><\/p>\n<p>\u201cThere were a lot less \u2018sparkly things\u2019 stealing the limelight this year,\u201d according to <a href=\"https:\/\/twitter.com\/DeeTee123\">Duncan Taylor<\/a>, Microsoft\u2019s director of retail &amp; commerce industry solutions. \u201cSure, there\u2019s always the cool things to grab attention, but I think retailers are seeing through that and are wanting to see things that can change their business today. They wanted good practical conversations that help them solve their problems.\u201d<\/p>\n<p>So what were some of those less sparkly and more practical things of interest?<\/p>\n<p><strong>Customer engagement was at the heart of everything<\/strong><\/p>\n<p><a href=\"http:\/\/az370354.vo.msecnd.net\/wordpress\/2016\/02\/NRF_insights_personalization2.jpg\" rel=\"attachment wp-att-178431\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-178431\" src=\"http:\/\/az370354.vo.msecnd.net\/wordpress\/2016\/02\/NRF_insights_personalization2-300x200.jpg\" alt=\"NRF_insights_personalization2\" \/><\/a><\/p>\n<p>Our team consistently saw customer engagement-related solutions take priority. \u201cRetailers are needing new, innovative ways to keep their customers and make them feel special,\u201d Taylor continued. \u201cThey are looking to use tools to help them communicate better with more relevant things, and the data that drives it.\u201d<\/p>\n<p>Tapping into data to drive meaningful customer interactions was high on the list. \u201cA lot of the talk this year was about how can I leverage data to create a more personal interaction with the shopper,\u201d shared <a href=\"https:\/\/www.linkedin.com\/in\/baomeara\">Brendan O\u2019Meara<\/a>, senior director of Microsoft\u2019s Worldwide Retail and Consumer Goods team. \u201cIt seems these days, that one-size fits all just doesn\u2019t work anymore.\u201d<\/p>\n<p><strong>Analytics and customer engagement: it\u2019s all about the context<\/strong><\/p>\n<p><a href=\"http:\/\/az370354.vo.msecnd.net\/wordpress\/2016\/02\/NRF_Cognizant.jpg\" rel=\"attachment wp-att-178451\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-178451\" src=\"http:\/\/az370354.vo.msecnd.net\/wordpress\/2016\/02\/NRF_Cognizant-300x172.jpg\" alt=\"NRF_Cognizant\" \/><\/a><\/p>\n<p>And when it comes to using data to engage shoppers in more personal and meaningful ways, it appeared the conversation has gotten very specific\u2014not just how to use it, but where and when and in what context.<\/p>\n<p>\u201cTo me, in-store analytics and engagement was a standout,\u201d said <a href=\"https:\/\/twitter.com\/5h15h\">ShiSh Shridhar<\/a>, Microsoft\u2019s global industry director of retail solutions, and a long-standing retail BI expert and trendspotter, who spent the show talking with retailers about this very topic and observing what tech vendors were showcasing. \u201cI saw various implementations across vendors both inside our booth and the expo floor, and many of these pivoted to mobile scenarios, another big standout for me.\u201d<\/p>\n<p>Perhaps the biggest reason for the in-store and mobility focus?<\/p>\n<p>\u201cConsumers are so used to the service that they get from online retailers who really understand what they\u2019re shopping for,\u201d said O\u2019Meara. \u201cNewly affordable technologies like beacons and other sensing technologies, and the power of their data, are bringing that same level of service into the in-store shopping experience. This new understanding is enabling retailers to take the experience inside the store, and even outside when they\u2019re mobile, to completely new realms.\u201d<\/p>\n<p><strong>Unified Commerce trended to the top<\/strong><\/p>\n<p><a href=\"http:\/\/az370354.vo.msecnd.net\/wordpress\/2016\/02\/NRF_unified-commerce2.jpg\" rel=\"attachment wp-att-178471\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-178471\" src=\"http:\/\/az370354.vo.msecnd.net\/wordpress\/2016\/02\/NRF_unified-commerce2-300x200.jpg\" alt=\"NRF_unified commerce2\" \/><\/a><\/p>\n<p>To drive this consistent, personalized experience across the shopping journey, it seems it all boils down to <a href=\"https:\/\/community.dynamics.com\/b\/msftdynamicsblog\/archive\/2016\/01\/21\/unified-commerce-in-the-modern-store\">unified commerce<\/a>, a step beyond omni-channel in which shoppers no longer have to choose between the rich selection of online shopping and the service and attention of an in-store experience.<\/p>\n<p>Taylor said that unified commerce was definitely top of mind, and he heard many frustrated retailers struggling to achieve even simple things through their existing technology systems, due to the lack of unified commerce.<\/p>\n<p>This industry priority was validated by retail\u2019s leading experts. In <a href=\"http:\/\/aka.ms\/unifiedcommerce\">new research <\/a>released at NRF, Greg Buzek, president of global research firm <a href=\"http:\/\/www.ihlservices.com\/about\/who-we-are\/\">IHL Group<\/a>, shared that 69 percent of worldwide software spending in 2016 will be centered on unified commerce-related tech initiatives, representing an astounding $30 billion USD.<\/p>\n<p><strong>Surprise takeaways: virtual reality and IoT<\/strong><\/p>\n<p>So while the industry\u2019s emphasis this year was on the practical, it still wasn\u2019t completely immune to the buzzwords and the bling. If there was one \u201csparkly thing\u201d that our team wasn\u2019t expecting to be as popular as it was, at least not quite yet, it was virtual reality initiatives, considering its current cost and hardware constraints.<\/p>\n<p>Oh, and what about the Internet of Things and the predictions that it would rule this year\u2019s show?<\/p>\n<p>\u201cIoT was certainly easy to find on the show floor, but many of the scenarios were not necessarily labeled as IoT,\u201d shared Shridhar, who\u2019s also our retail Internet of Things guru. \u201cI\u2019d say that\u2019s a positive, and an indication that retailers were pursuing solutions that were a priority for them rather than following the buzzwords. My opinion was that the IoT solutions were truly aligned with retailer priorities and not unrealistic, cost-prohibitive solutions. They aligned with retailers\u2019 desire to become customer-centric and drive better operational efficiency.\u201d<\/p>\n<p>So there you have it, back to the practical and customer-centricity!<\/p>\n<p>So what do you think? What other highlights stood out for you? We\u2019d love to hear about them over on <a href=\"https:\/\/twitter.com\/msretail\">Twitter.<\/a><\/p>\n<p>And if you missed Microsoft and our partners at the show, you can <a href=\"http:\/\/blogs.microsoft.com\/blog\/2016\/01\/17\/microsoft-showcases-the-future-of-unified-commerce-at-nrf-2016\/\">read more about our activities<\/a> and <a href=\"http:\/\/news.microsoft.com\/microsoft-retail-sector-press-materials\/\">check out our NRF and customer videos<\/a>.<\/p>\n<p>We\u2019ll see you next year!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our Microsoft NRF 2016 retail team shares their perspective from the expo hall floor.<\/p>\n","protected":false},"author":223,"featured_media":1241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","footnotes":""},"categories":[220],"post_tag":[],"content-type":[],"coauthors":[111],"class_list":["post-407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - 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