The growing adoption of Internet of Things (IoT) consumer electronics — such as smart thermostats and digital assistants — has paved the way for brands to use connected devices in their physical spaces too. The same sophisticated technology that powers “smart home” devices is slowly finding its way into stores, hospitals, and other public spaces, creating “smart places.”

For this report, we outline how location-based brands can take the battle offline by investing in technology-rich locations that raise the bar for Customer Experience (CX).

We also examine the barriers brands will face, balancing the value of enhanced consumer insights, customer experience, and operational efficiencies against heightened risks around consumer privacy.

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