In conjunction with MWC Barcelona 2022 which will be taking place this week, Tara Neal, Executive Editor of The Fast Mode spoke to Stacy Hamer, Vice President of Client Experiences at iQmetrix on the company's plans and showcases for this year's event.
Tara: What do youthink MWC 2022 will be all about? And what are your MWC 2022 plans?
Stacy: MWC 2022 is going to be about all the emerging digital and mobile trends and future of connectivity, and I believe this change will come in a fast-paced, disruptive way. We have been on the cusp of technology change in this space for years - concepts that seemed theoretical in nature are finally being executed in a very real, scalable way. 5G is going to disrupt the telecom space quickly and iQmetrix is poised to be at the forefront of that change, with our goal to be the number one enabler of connected device purchases.
While we’ve dominated this industry in North America, I’m eager to network and learn more about the global impacts of technological change, and how iQmetrix will fit in as a solution. While some may find the amount of change overwhelming, we are incredibly excited and up for the challenge. As a company we have prided ourselves in our strong relationships with both clients and partners alike, I look forward to building out learning and meeting others in the space to be at the center of this transformation in our history.
Tara: How has the pandemic impacted the operational and business landscape of the tech segment you are operating in?
Stacy: iQmetrix operates in the telecom retail space, as North America’s leading supplier of telecom retail management solutions. As the retail industry grappled the pandemic, customer behaviors and expectations changed at a lightning rate. Consumers in all demographic groups have adopted online shopping like never before, and this trend forced retailers of all stripes to transform their technology stack virtually overnight to solve for these new challenges.
For example, touchless transactions have become essential in today’s retail environment and will remain so, along with connected purchases and new payment methods. Many consumers will continue to use curbside pick-up features when ordering online, and telecom retailers have had to adapt to this reality and the logistics that accompany it. The technologies that support omnichannel retail and other solutions such as digital queue management saw a massive amount of adoption in 2020 and 2021. Today, as we move into a post-pandemic world, health and safety considerations will continue to be paramount in all retail environments - not only through the retail space and but also into post-purchase servicing in people’s homes.The supply chain disruption that was exacerbated by the pandemic will also continue to affect the retail industry in a big way. Few consumers are aware of why product availability might be limited, even fewer will care about that reason - they simply want their product when they want it. Retailers must adopt technologies and processes that help them serve those customers in as short a time as possible, or risk losing them to the proliferation of alternative online retailers who will promise their exact product is only a click away. For retailers who have limited items in stock due to the supply crunch, employing omnichannel solutions such as buy online, pick up in-store or dropship can help.
Tara: What emerging trends/technologies have you observed in your tech segment in recent months?
Stacy: The rollout of 5G is beginning to reveal a host of wide-ranging effects on purchasing trends and telecom retail operations. 5G will continue to force the evolution of the technology retailers use to interact with customers, and COVID has accelerated the demand for a seamless “phygital” store experience. This includes many 5G-powered elements such shoppers interacting with content via their devices or using navigation tools while shopping, or immersive product displays enhanced by augmented or virtual reality. Everything from websites to mobile apps to in-store tech devices are arising. Faster connections and reduced latency allow for a more personalized experience with solutions like digital signage, digital price tags, augmented and virtual reality kiosks, interactive in-store apps, and more.
The vast majority of retailers are prioritizing plans for same-day delivery services, and telecom retail is no exception - customers expect to be able to get their new smartphone the moment that they need it. While deep-pocketed companies such as Amazon are leading the charge with services like Prime offering same-day delivery, other retailers with fewer resources are finding inventive ways to make such services happen. This includes non-food retailers partnering with one of the many food delivery services that have emerged in the past few years, such as Uber Eats or Door Dash. This makes the retailer’s products available on those apps, and deliver them in the time it takes for a courier on an e-bike to get to the customer’s door.
It's more crucial than ever that retailers capture and leverage customer data - whether those customers are buying online and leaving a handy trail, or whether they are purchasing in-store. Customers now expect a highly personalized experience, and to have their wants and needs anticipated by their favorite retailers. For example, many shoppers will wait to buy new clothing items until they get items recommended to them via their social media feeds, based on what they’ve previously bought or browsed online. Retailers can no longer sit back and expect the customer to come to them, and they must bring relevant, targeted products to the right customers to win that sale.
Looking at future possibilities, perhaps 5G-enabled autonomous vehicles will deliver store shipments or deliver items to customers more quickly, and retailers could even ship orders through fulfillment solutions with 5G-connected drone fleets. What does seem sure is that, with high-speed connectivity in hand, customers will be even more mobile with their buying habits. We anticipate purchasing trends to evolve to where customers can buy wireless products and services anywhere - in store, online, at mobile kiosks, at events, on social platforms, and anywhere else.
Stacy Hamer is the Vice President of Client Experiences at iQmetrix, North America’s leading provider of intelligent retail management solutions designed to power connected device purchases. Stacy has been with iQmetrix for 18 years, handling everything from launch to account management and enterprise consulting to customer feedback for product planning.
