Retail stores are quietly filling up with connected devices: digital price tags that update automatically, shelf sensors that know when stock is running low, foot-traffic counters, self-checkout kiosks, and coolers that flag their own temperature problems before anything spoils. This is the Internet of Things (IoT) — everyday equipment connected to the internet so it can report back on what’s happening in real time.
Globally, the number of these connected devices is projected to hit 21.1 billion by the end of 2025 and nearly double to 39 billion by 2030. Retail is one of the industries adopting them fastest, because every one of these devices is also a window into how customers actually shop.
But the technology itself isn’t the win. The retailers pulling ahead are the ones turning all that device data into decisions their teams actually act on — which is where customer experience analytics comes in.
What This Looks Like in a Store
A few common examples:
Smart shelves and digital price tags update instantly and flag when something’s about to sell out, instead of a customer finding an empty shelf.
Foot-traffic sensors show how many customers come in, which areas they spend time in, and where they lose interest and walk away — basically a real-world version of website analytics.
Self-checkout and smart carts move customers through faster and give retailers a live read on what’s in the basket.
Cooler and store sensors catch a refrigeration problem or an equipment failure before it becomes spoiled inventory or an unhappy customer.
Security sensors paired with AI are helping retailers catch theft and inventory loss in real time rather than after the fact.
Why This Matters for the Customer Experience
None of these devices improve anything on their own — a sensor just produces data. The value comes from turning that data into action:
Better timing on offers and promotions. Knowing where a customer is in the store, and what they’ve bought before, means retailers can offer the right deal at the right moment instead of a generic email days later.
Smarter staffing and store layout. When retailers can see where customers actually get stuck or give up, they can fix the layout or add staff where it counts, instead of guessing.
Fewer stockouts. Accurate, real-time shelf data means customers stop finding empty shelves for things the app said were in stock — one of the fastest ways to lose trust.
Problems caught before customers notice. A broken cooler, a jammed kiosk, or an overheated fitting room gets flagged and fixed before it becomes a bad visit.
Where Most IoT Efforts Go Wrong
Buying the sensors is the easy part. Where retailers get stuck is afterward: the data lands in a handful of disconnected systems, nobody owns turning an alert into action, and there was never a clear goal driving the investment in the first place. The result is a lot of dashboards and very little change in the actual customer experience.
How We Help
We start with the problem, not the hardware:
- We look at what you’re trying to solve. Before any technology gets discussed, we talk through what’s actually going wrong for your customers or your team, and what outcome you want.
- A solutions engineer builds your strategy. They work directly with your team to turn that goal into a clear plan — what to track, and how it needs to work for your stores.
- We connect you with the right providers. We match you with the IoT providers in our network best suited to your strategy, systems, and budget — not a one-size-fits-all vendor pitch.
