The role of a retailer in designing our connected future

Abstract

Even though it was coined nearly two decades ago, the Internet of Things (IoT) didn’t really break into the market until around 2013 when it became evident the most popular topic at CES was smart, connected living with an endless showcase of consumer products embedded with sensing and communication technologies. As fundamental mediating bodies between manufacturers and consumers, it is up to retailers to adopt this concept and sell valuable solutions in order for the category to truly penetrate the market. In this paper we will explore trends in the public’s awareness of IoT as well as how different retailers have marketed this category over time - and the different angles to storytelling they are each taking.