Telefónica shows at NRF how IoT transforms the shopping experience in stores

At your stand, visitors can check, through a virtual walk, the shopping experience of a traveler who comes to Dufry's store in T4 of Barajas airport. A project that is based on the Smart Retail platform.

Telefónica IoT is presenting at the NRF, international event on retail being held in New York, 14-16 January, the project you have done in Dufry which highlights how through the Internet of Things customers are offered a personalized and differential shopping experience.

At your stand, visitors can check the shopping experience of a traveler who comes to the Dufry store in the terminal 4 of Madrid Barajas airport. This is done through a virtual walk inside the store where the concept of 'visual opera' has been used, developed for Dufry, with the aim of creating interactive and differential experiences with content adapted to the profile of the visitors who attend the stand, achieving an effect that takes them to the real store.

'Visual opera' is the moment when a series of contents are synchronized and displayed in all the digital resources of the store. It also involves the integration of ads from different brands, music and lighting to focus on a single brand or campaign for a few minutes tailored to customers.

This interactive experience is supported by Telefónica IoT's Smart Retail platform that collects customer data in real time in stores and allows remote audio management, video and lighting of physical spaces. Thanks to its data analysis capabilities, allows you to customize the experience by displaying content according to the identification of audiences or the scheduling of events coinciding with the departure of a flight.

Services similar to this solution have been installed at the airports of Cancun and Zurich and, over the next few months, will be expanded to other facilities in London, Malta, Buenos Aires, Toulouse and Turkey.

In addition to the integral functionalities of this platform, Telefónica is tackling international projects such as Dufry thanks to its subsidiary On the Spot Services, company that has consultative capabilities to define the best solution of digital signage and instore analytics for each client and operational capacity for global deployments.

"At Telefónica IoT, through our company Telefónica On the Spot Services, we are developing and implementing the most innovative technological solutions around the store of the future. IoT is a great data generator that is inhabiting digital transformation, which causes new business models for our customers anywhere around the world", says Vicente Muñoz, chief IoT Officer of Telefónica.

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