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BEST PRACTICES & STRATEGIES

Using the advantages of IoT Commerce

In e-commerce everything revolves around the E-commerce retailers are collecting more and more
end customers and their needs, while in Industry data to identify customer needs in good time, to com-
4.0 intelligent machines are in the foreground. municate better with customers and to provide them
With industrial IoT commerce, new commercial with tailor-made offers that encourage them to con-
perspectives and opportunities are now sume even more. Algorithms give them meaning. With
established. the knowledge gained, inspiring customer experiences
are to be created that seduce to buy.
Social and physical distancing, as currently triggered by
the COVID-19 pandemic, inevitably accelerates con- If you look at the commerce trends discussed in the
sumption and the satisfaction of needs over a distance. specialized media, you can see three directions of im-
The digitization of procurement processes – be it in the pact, but also overlapping target scenarios. The trends
B2C as well as in the B2B area – is becoming more clearly point towards customer centricity, data usage
important than ever due to the unexpected crisis. As a and technological innovations that largely exclude peo-
result, new commerce practices and trends have ple as procurers.
emerged that are not only aimed at the end customer
market but are also relevant to the industry. Headless commerce, for example, promises to reach
customers everywhere. The buy button known from the
Data and algorithms in digital commerce web shop is always where the customer is, be it in the
physical or virtual world.
Shopping on the internet, no matter where or what time,
has changed the global retail landscape and the way Web shop providers and service providers are working
we buy. While digitalization has increased productivity on solutions for these future challenges because they
and efficiency in the industry, convenience, availability fear that the traditional web shop as we know it today
and transparency are the factors that are increasingly will soon no longer be relevant. The term “Connected
motivating customers to use e-commerce. Commerce” stands for the uninterrupted shopping ex-

October 2021: IoT in Marketing 11