Kash Ghedia admits that the deployment and implementation of IoT and the Internet of Retail involves negotiating a a big learning curve at considerable speed but central to Dixon's Carphone strategy is to use technology to fully understand the customer, analyse consumer demands and choices to determine what really sells and why. The intent behind this drive is to extend support to the customer, not only when they are buying in a retail shop or online but also in the much longer term to maximise both consumer satisfaction and Dixons Carphone operational efficiencies and revenues. Such a strategy requires flexible policy formation, lateral thinking. and an ability quickly to switch tactics in pursuit of a long-term strategy An example here might be that whilst appreciating that smart watches are marketed as desirable consumer goods, they may well also have a big future as enterprise devices.

Filmed at: The Internet of Retail 9-10 February 2016, Crowne Plaza Gerrards Cross, Buckinghamshire