It pays to be smart.

However, access to real-time data hasn’t necessarily spilled over into the business world. Here, we regularly find workers struggling to access accurate information on products or customer orders, or data collection processes which are outdated, cumbersome or disjointed. In fact, about a third of frontline workers in a recent report stated that the tools or technology they currently have are not enough to complete their tasks effectively.

Anecdotes abound about workers put into difficult or uncomfortable situations due to a lack of appropriate access to data, or an inability to capture it effectively. Store associates in a large supermarket chain who hide from customers, knowing that they couldn’t easily answer their questions; convenience store managers needing to lie down on a shop floor in order to scan goods on the lowest shelves for stock takes - but it doesn’t have to be this way.

Smart data capture combines multiple data sources (such as barcodes, text or objects) and provides in-the-moment insights, automating workflows and aiding decision making.

MAKE DATA WORK FOR US - NOT THE OTHER WAY AROUND

It makes no sense to misuse a business’ most valuable asset, its people, particularly in a business climate where attracting and retaining frontline workers is a challenge. Requiring workers to undertake repetitive and mundane tasks which could be automated, such as stock-counting, receiving goods, or price-checking, underutilizes and demotivates staff. We are not talking about eliminating workers and replacing them with technology. It is far better to tap into true human strengths and use technology to increase efficiencies and provide real-time insights, freeing up workers for more engaging, valuable tasks.

For example, fashion retailer River Island noticed the overwhelming store operations workloads its employees had to deal with on a daily basis. So, it started replacing its hardware-based scanning devices and equipping each employee with a Samsung smartphone enabled with smart data capture technology.

Replacing single-use dedicated scanners shared between four, staff now had immediate, individual access to product information and stock availability, meaning they could instantly answer a wide range of customer queries, manage click and collect orders and communicate across the store with other team members - all from one device.

By shifting tedious tasks to technology - for example scanning multiple items or even a whole shelf or rack in a warehouse at once - we can reduce discomfort and frustration and revolutionize end-to-end workflows. Artificial intelligence can be built into smart data capture solutions, for example automatically identifying objects on a shelf or pallet to quickly and accurately complete stock counts, helping people speed through daily tasks.

According to a 2022 PWC study, upskilling workers is the number one focus for employers challenged with labour and skill shortages. Smart data capture solutions can provide workers with easy, immediate access to product or stock availability data, helping them quickly serve customers with accurate information. Some devices or applications offer augmented reality (AR) overlays, providing additional guidance to workers when completing their tasks, reducing the amount of manual cross-checking necessary and reducing or eliminating errors.

Apart from the time freed up to serve customers better, smart data capture solutions can also provide personalized information about customers to the worker, enabling valuable personal interaction, whether those customers are shoppers, travelers or patients.

Empowering Customers

Smart data capture also offers benefits to the end customer, improving their experience and equipping them with relevant information at the right time to make smarter and faster decisions.

Many retailers use smart data capture in customer applications, meaning shoppers can use mobile self-scanning tools in supermarkets to check out faster. Some tools put product information directly into customers’ hands, allowing them to scan an item to check on stock availability, product features or even the carbon footprint of a particular product, while other applications offer personalized discounts or offers. Those buying online can easily check the fulfillment status of a particular order, or even change delivery location or timings.

A great example is Weeshop, which successfully integrated smart data capture into a consumerfacing app which uses AR overlays to educate and guide customers on the healthiness and environmental impact of the products in their weekly shop. Nisa has done similar work, with customers now able to access exclusive promotions via AR.

Within the travel industry, smart data capture can also improve a customer’s experience, as people can use automated check-ins, or make last-minute decisions such as changing their seats or adapting their meals to meet dietary requirements - safe in the knowledge that this information will safely reach the hands of staff in time for the journey.

Business Decisions At Speed And At Scale

Using smart data capture improves staff productivity and satisfaction and boosts customer loyalty and engagement. Immediate access to data can wipe weeks or even months of waiting for data to return to business analysts from the frontline. When businesses can capture data and allow relevant audiences real-time access to it, workflow inefficiencies are resolved and better decision making - and ultimately, profitability - follows. It’s clear why so many organizations across multiple industries are investing in smart data capture technologies, delivering real business results at pace.