Interview • 11.05.2015

“Only a powerful network infrastructure makes omnichannel retailing possible“

Interview with Christian Schallenberg, CTO, Lancom Systems GmbH

Christian Schallenberg: The future of brick-and-mortar retail lies in a...
Christian Schallenberg: "The future of brick-and-mortar retail lies in a strategic connection between retail stores, electronic processes and digital technologies".
Source: beta-web/Stöter

To be successful in omnichannel commerce, a retailer, above all, needs a powerful IT infrastructure. Current solutions make it possible to load the different channels together. This also includes the highly integrated radio access point by LANCOM Systems, which received the Retail Technology Award 2015 at EuroCIS 2015. CTO Christian Schallenberg explains why this hardware is helpful for every omnichannel retailer. 

Mr. Schallenberg, can you briefly explain how your radio transmission solution works?
 

The new access points of our E-series combine four modern radio technologies in one compact system. This includes a wireless LAN network for customers, who are able to use applications such as mobile Internet and shopping apps with it. At the same time, the device also allows access to the retailer’s own wireless LAN network, which is available to associates with their mobile devices thus facilitating picking and inventory taking directly in the store for example. Yet it is also utilized for business analytics applications such as tracking customer behavior for instance. 

What’s more, the access points form the basis for the wireless control of electronic price tags and beacons. For the first time ever, this solution enables the failure-free operation of the different radio technologies with just one highly integrated access point. It provides retailers with a complete infrastructure solution for all wireless applications. This simplifies the availability of many new services and the retailer’s analytic applications. 

What are the concrete advantages for the retailer – and how does this type of solution help in implementing a retailer’s omnichannel business model? 

The retailer has different advantages when he uses this type of solution. On the one hand, it reduces installation and operating costs since all of the necessary hardware is combined in one compact system. Simultaneously, the use of the different radio technologies makes it possible for him to offer his customers new services that are vital for omnichannel retailing.

The wireless control of electronic shelf labels permits quick, central price management in the entire store and if need be even in all of the retailer‘s stores. Needless to say, adjusting offline to online prices is important for omnichannel retailers, so customers get the same price on every channel. 

What role do location-based services play in this context? 

Beacons open up new ways to promote customer loyalty with push marketing for example. In this case, customers receive personalized offers directly on their Smartphones while they are still in the store. These types of site-specific services facilitate new services thus creating a new shopping experience in brick-and-mortar retailing. They can lure the customer back into the stores. Examples of this are said push notifications or indoor navigation, which leads the customers directly to the desired product.

With its previous products, LANCOM has focused on pure network connectivity. What made you now also engage in other aspects of network engineering? 

Naturally, our new developments are affected by feedback from our customers. We started out as a hardware specialist for network connectivity, but continuously work on further developing our range of products. The requirements for hardware, software and processes are getting more complex thanks to the digital revolution also hitting the retail sector. For the retail industry, the increasing scale of digitization means fundamental changes to brick-and-mortar retailing, which needs to adapt to remain sustainable in the future. To arm their business for the future, retailers, above all, need a powerful network infrastructure – it is the backbone for sustainable retail concepts. After all, the future of brick-and-mortar retail lies in a strategic connection between retail stores, electronic processes and digital technologies. 

This is why we –among other things- responded to the demands of our customers with the new access points. After all, this is exactly what today’s retailer needs: compact, easy-to-use network solutions – the relevant technology is a basic prerequisite for a retailer to be successful with his omnichannel business model. 

Interview: Daniel Stöter, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: 45th anniversary of the barcode in retail
01.07.2019   #barcode scanner #qr code

45th anniversary of the barcode in retail

GS1 US celebrates the barcode’s relevance as the backbone of commerce

GS1 US®, the information standards organization best known as the administrator of UPC barcodes, this week celebrates 45 years since the debut and first scan of the iconic barcode. On June 26, 1974, a pack of Wrigley's chewing gum carrying a ...

Thumbnail-Photo: Frictionless checkout across all channels to build loyalty...
04.07.2019   #mobile payment #customer satisfaction

Frictionless checkout across all channels to build loyalty

H&M and Klarna elevate the shopping experience for US consumers

H&M and Klarna announced that they have expanded their current partnership agreement to also include the US market, in the development of an unrivalled payments and shopping experience across touchpoints. Together, H&M and Klarna are aiming ...

Thumbnail-Photo: Online inventory management system
06.05.2019   #online trading #e-commerce

Online inventory management system

5 things e-commerce retailers should look for

In order to perform online efficiently as an Internet retailer, one needs to choose the most effective inventory management system. Its main features should include centralised user interface, full automation, automated stock checking and ...

Thumbnail-Photo: New innovative hybrid POS solution for small businesses...
20.05.2019   #pos systems #cashpoints

New innovative hybrid POS solution for small businesses

Posiflex presents a new innovative Hybrid POS solution for small businesses

The Retail market is always evolving, and so is Posiflex. Posiflex continually stays attached to the market and identifies ahead what the market really needs. Posiflex is honored to present its latest innovative Hybrid POS solution, WT-3007A, to the ...

Thumbnail-Photo: Changing markets: embracing disruption to harvest opportunity...
18.06.2019   #digitization #event

Changing markets: embracing disruption to harvest opportunity

Reporting from the first annual Retail & Brand Experience World Congress in Barcelona

More than 200 industry insiders highlighted the many challenges facing the retail sector today in interesting talks and lectures.Topics included the customer experience, the use of technologies, digital media, omnichannel strategies, personalization ...

Thumbnail-Photo: Innovative ICA store triples revenue
22.08.2019   #electronic shelf labels (ESL) #price labelling

Innovative ICA store triples revenue

Automatic price updates and product information at the shelf

Since ICA merchant, Jan Sikström, took over the ICA Ettan store in Sundsvall (Sweden) in 2016, he has almost tripled the turnover from SEK 15 million to SEK 40 million. Today, the store has 15 employees and approximately 5,000 different items ...

Thumbnail-Photo: Goodbye paper receipts: All documents stored in one app...
16.05.2019   #epos systems #cashpoints

Goodbye paper receipts: All documents stored in one app

What happens when the Receipt Provision Ordinance takes effect? We digitize!

They create a lot of work and endless waste: tons of paper receipts from cash registers end up with customers or the waste bin every day. In early 2020, all consumers must be given a purchase receipt in Germany. That’s what the law mandates. ...

Thumbnail-Photo: Internal communication via app at Modehaus Ramelow...
03.06.2019   #personnel management #app

Internal communication via app at Modehaus Ramelow

Mobile chat works as a bulletin board

What's new at Modehaus Ramelow? The fashion retailer’s employees can check PIA - and share information to their heart’s content. PIA is an app for "private information exchange".More and more internal communication ...

Thumbnail-Photo: Tackling organized retail crime with video analytics...
26.06.2019   #video surveillance #digital video surveillance

Tackling organized retail crime with video analytics

Inpixon joins forces with National Anti-Organized Retail Crime Association

Inpixon, an indoor positioning and data analytics company, announced it is collaborating with the National Anti-Organized Retail Crime Association (NAORCA Worldwide) to combat retail crime by providing a free 90-day trial offer for IPA Video™ ...

Thumbnail-Photo: Retail service robots – helper or footfall generator?...
22.07.2019   #pos marketing #services

Retail service robots – helper or footfall generator?

Using drag and drop to train the new coworker

Many of us know their faces, even if we have never met them in person. One of these faces belongs to Pepper, the humanoid robot. It has fast become a media star. ...

Supplier

Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven