Leveraging IoT Technologies in Retail Industry to improve Customer Experience: Current Applications and Future Potential

The Internet of Things (IoT) is promoting innovation and creating new opportunities by turning just about anything, including consumers and actions, into a digital activity. The IoT can significantly impact the retail industry transforming the customer experience. By creating digital ecosystems, retailers are trying out novel methods to employ connected, smart systems to provide unique offerings, alter user experiences, and expand their reach. The goal of this paper is to identify different customer touch points in a retail store, research the adoption of different IoT technologies to improve customer experience in the retail industry, comprehend the impact and benefits of these technologies, and suggest potential future applications to further enhance customer experience in the retail industry. This paper adopts a case study approach, looking at several IoT use cases in the retail industry in terms of the technology used and how it affects consumer experience. Academics, professionals, and retailers can use the study to build and create solutions for the retail sector that will improve the shopping experience for customers.