Arm launches new, unified data management solution for retail

By Charlene Marini, vice president of strategy, IoT Services Group, Arm

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  • Solution enables retailers to securely consolidate, unify and manage physical in-store IoT data and digital customer data to obtain a holistic view of the shopper experience
  • Retailers can provide a single shopper experience across digital and physical properties that increases brand loyalty and enables tailored customer engagements  
  • Arm partners with Reflexis, leader in store execution software, allowing retail store associates to obtain actionable tasks based on real-time IoT data from the solution

Arm Limited, a semiconductor and software design company, announced the launch of its easy to deploy retail solution that enables retailers to securely consolidate, unify and manage previously siloed digital customer data and physical in-store IoT data to provide more personalized offers, build brand loyalty and drive better operations. The solution combines the Arm Pelion Internet of Things (IoT) and Arm Treasure Data customer data platforms (CDP) to help retailers break down data silos and obtain a holistic view of their shopper’s path to purchase.

While ecommerce has become an important engagement channel and continues to grow (up 24.8% in the past year according to eMarketer), the physical store is still king when it comes to big chain retail. According to the same study, nearly 90% of global retail revenue still comes from physical store locations. Solutions that combine the IoT and CDP can help retailers eliminate silos between physical in-store data and digital customer data to drive more personalized customer experiences, lower costs and increase sales.

Arm’s solution builds on the value CDP is already delivering to marketers of consolidating and unifying the data collection process from any type of digital touchpoints – display advertising, email, web, mobile and more – by including physical in-store IoT and POS data. Leveraging Pelion IoT, the solution will provide data management of real-time data in-store and API-enabled integration for digital maps, beacons, computer vision and store execution software.

A Personal Approach to Marketing with Hyperlocal Merchandising

The Arm Retail solution enables merchandisers to hyperlocalize items in the store based on shopper preferences. Retail store operations can optimize store layout, item placement, and store associates’ priorities based on inferences drawn from real-time data on metrics such as item popularity/SKU velocity, aisle traffic, dwell time, etc. Retailers can also personalize their marketing campaigns to deliver new value to their shoppers. For example, a retailer can provide a personalized in-store advertisement for a type of apparel through an aisle digital signage based on the shopper’s online interest in the product. The solution also seamlessly integrates with retailers’ existing systems and software, including Arm’s partner Reflexis, a world leader in store execution software solutions used by more than 250 retailers globally.

Reflexis then brings an additional layer of value by providing retail store associates with actionable tasks based on real-time data insights from the solution. For example, data captured from a shopper’s engagement with a product in-store and their online shopping behavior can trigger an alert in StorePulse on potential interest in the product, areas to provide better customer service and opportunities to deliver a personalized offer so that the store associate can prioritize their tasks. The partnership with Reflexis minimizes the costs of change management and will allow retailers to quickly deploy in stores and train store associates.

Deeper Insights to Help Marketers Measure Success

According to a 2018 Nielsen CMO report, “only one in four marketers reported high levels of confidence in their ability to measure the ROI of their media spend.” Through the combination of Pelion IoT and CDP, marketers can derive deeper insights on their shopper in-store and online behavior to run tailored promotions or campaigns that bring them back to the store, and more importantly, measure them so that they can improve the shopper experience.