EE aims to save retailers £1bn with new ‘Connected Retail’ service


New ‘Connected Retail’ service uses mobile connectivity to help retailers manage staff and stock based on demand. It is now in 575 Asda stores

EE has rolled out its new Connected Retail solution that it claims will help combat the £1 billion lost in sales every year due to lengthly queues.

The service offers heat mapping to anticipate queues, in-store WiFi, tablets for in-store staff to check stock levels and the ability to push targeted offers to smartphone’s in-store.

The WiFi and stock management services are currently operational in 575 Asda stores where over 800,000 people now subscribe to its Asda-branded WiFi, from which data can be cross referenced with customers’ use of online shopping apps to provider richer data for in-store smartphone promotions.

To coincide with the launch the company has released a survey of 2,000 consumers which estimated that 63 per cent of shoppers will abandon a potential purchase if the queue is too long.

73 per cent of respondents said they would abandon a purchase if they are waiting more than five minutes to pay, while 77 per cent say check-outs are the worst part of the shopping experience.

The battle for control of the in-store ecosystem is intensifying with a number of e-commerce apps including PowaTag launched in recent weeks.

The Connected Retail platform is part of EE’s Total Enterprise Mobility initiative that includes solutions to allow employees to work remotely, customer engagement and its connected machine division.