Optimizing Cellular Connectivity at Big-Box and Small-Box Retailers

At retailers of all sizes, the brick-and-mortar store is going fully “phygital.” From mobile payments to QR code activations to cashierless shopping, retailers are employing new systems and devices to enrich the in-store experience. At the same time, they’re making critical investments on the employee backend, with services like improved point of sale (POS) and mobile inventory management powering smoother operations and greater productivity.

With so many critical devices under one roof, retailers require advanced wireless technologies to keep their various digital solutions up and running. Retailers often use a combination of Wi-Fi and cellular connectivity, but their application in practice will look different at big-box retailers like Home Depot than at small-box locations like Sephora.

As retailers reinforce and expand their in-store technology experiences, they need to assess their connectivity capabilities to make sure they can properly support their next phase of digital transformation. This is especially crucial when retailers are competing with the rise of e-commerce; shoppers want mobile-first, personalized experiences when they walk in the door, and retailers can’t risk compromising those features with poor connection.

There is no “one size fits all” approach to connectivity, but there are reliable frameworks that can be scaled up and down depending upon the retailer’s store size and overall digital strategy.

Related story: How Cellular Connectivity is Pivotal to the CX and the Bottom Line for Physical Stores

Connectivity at the Baseline (and Beyond)

Reliable connectivity is an operational imperative: foundational retail technologies, such as POS systems and security devices, require a stable connection to function. Retailers are also equipping their store associates with more portable technologies as customers increasingly expect retail employees to be more mobile throughout the store.

Shoppers also expect a reliable connection for their mobile devices, whether they want to look up product information, locate an item they saw online, or simply keep in contact with friends and family while in-store. More retailers are also rolling out mobile apps to augment the in-store experience and even take some of the burden off associates. These apps help customers to navigate the store, discover new products and even unlock exclusive deals through easier loyalty program activation. While retailers can offer Wi-Fi for customers, time-consuming logins and the security risks inherent to public Wi-Fi networks make cellular a more suitable solution.

Big Box vs. Small Box

Retailers require different solutions to address their connectivity needs based on their physical size. It’s fairly common-sense: a big-box store with multiple departments requires a more extensive solution to boost coverage, eliminate dead zones, and maintain fast, reliable connection storewide. Meanwhile, a smaller store will benefit more from agile solutions that can quickly patch gaps in compact spaces.

Small-box stores will get the best value from smart cellular signal boosters. High performing and cost effective, these systems are a fast and easy way to improve cellular connectivity throughout the store. Depending on store size and connectivity needs, they can be set up in as little as a day.

Big-box retailers, on the other hand, should consider installing an intelligent active distributed antenna system (DAS) to ensure seamless connection throughout the store. These powerful boosters distribute strong cellular signals across a wide area, making them ideal for retailers with multiple departments and warehouse-style dimensions.

Big-box stores can also benefit from private cellular networks, which offer an advanced level of security for critical systems and communications. Many big-box stores run their back warehouses like mini distribution centers, especially if they’re working with a large slate of vendors. Private cellular — with the proper amplification — provides the added support and security needed to manage large volumes of inventory and an extended logistics workforce. An intelligent active DAS can amplify private signals as well as public signals, making them the optimal coverage solution for big-box retailers.

Today’s consumers are accustomed to having fast, reliable cellular data service wherever they go. By employing these solutions today, retailers will not only improve their experience for current customers, but will have the infrastructure in place to accommodate future digital innovations.

Michiel Lotter is the CEO of Nextivity, cellular connectivity, public safety, and private Networking as a Service (NaaS).