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The Importance of Networking for Retail

The retail industry continues to undergo rapid transformation, driven by changing consumer expectations and technological advancements. At the center of this evolution is the need for robust and innovative network solutions, as highlighted in a recent discussion with John Brams, SVP of Americas Sales for Extreme Networks. The conversation shed light on how Extreme Networks delivers innovative networking for retail so they can meet their business goals through cutting-edge technologies and strategic insights.

The Growing Role of Networks in Retail

Retail remains predominantly in-store, with 75-80% of revenue still derived from physical locations. This reality underscores the importance of creating differentiated in-store experiences to attract and retain customers. According to research by theCUBE and ZK Research, almost nine out of ten (89%) retail organizations believe that the network plays a more or much more important role in achieving their business objectives.

89% of Retailers believe the role of the network is more or much more important to meet business goals

The growing reliance on technology to enhance customer experiences, streamline operations, and ensure security positions the network as a fundamental enabler in the retail space.

Extreme Networks’ Role in Retail

Extreme Networks boasts over two decades of experience supporting the retail sector. As an early pioneer in Wi-Fi technology, the company recognized the transformative potential of robust network solutions for retail environments. Brams noted that Extreme Networks has been a consistent presence at the National Retail Federation (NRF) show, a global event that attracts retailers and technology providers from around the world. The recent NRF show in New York City exemplified the growing international influence on retail technology, with attendees from regions such as EMEA (Europe, Middle East, and Africa) and LATAM (Latin America).

This global perspective has revealed an interesting trend: markets previously considered technologically behind are now leading in certain areas. Extreme Networks has leveraged these developments to refine its solutions and expand its influence across diverse retail environments.

Key Technologies Enabling Networking for Retail

Extreme Networks focuses on three core areas to support the evolving needs of retail organizations:

  1. Wi-Fi 6E and Wi-Fi 7: Brams emphasized the importance of six-gigahertz technology, initially tested in Extreme’s sports and entertainment practice before being adapted for retail. This technology unlocks new frequency ranges to accommodate bandwidth-intensive applications such as electronic shelf labels (ESL), temperature sensors, and other IoT devices.
  2. AI-Driven Operations: Managing vast networks—often with tens of thousands of access points—requires advanced tools. Extreme Networks’ AI-driven operations (AI Ops) streamline network management by automating issue identification and troubleshooting. This not only reduces operational complexity but also enables IT teams to focus on strategic initiatives, such as deploying digital signage and interactive mirrors.
  3. Application Prioritization: Ensuring critical applications function seamlessly is paramount. Extreme Networks provides tools to prioritize applications essential for customer experience and operational efficiency, helping retailers adapt to new technologies without compromising performance.

Addressing Security Concerns

As retail technology becomes increasingly sophisticated, so do the associated security challenges. Point-of-sale systems, wireless connectivity, and IoT devices create vulnerabilities that must be addressed to protect customer data and brand integrity. Extreme Networks employs several key technologies to bolster security:

  • Micro-Segmentation: By segmenting the network into isolated components, retailers can ensure that devices and systems operate independently, limiting potential damage in case of a breach. This scalable approach is particularly valuable as the number of connected devices grows.
  • Zero Trust Network Access (ZTNA): ZTNA enforces the principle of “never trust, always verify,” ensuring that only authorized users and devices gain access to the network. This approach is critical for managing remote access and securing data across distributed environments.

Supporting IoT and Data Analytics

Retailers are increasingly deploying IoT devices to enhance the shopping experience and optimize operations. Sensors, cameras, and analytics tools provide insights into customer behavior, store efficiency, and product performance. Extreme Networks’ infrastructure supports these technologies by aggregating data from legacy and modern systems, enabling actionable insights through AI-driven analytics.

Brams highlighted the parallels between Extreme’s work in stadiums and retail environments. Just as data insights enhance the fan experience in sports venues, they can optimize in-store customer journeys. For example, analyzing foot traffic patterns and dwell times can inform store layouts and promotional strategies. Additionally, the ability to integrate legacy systems ensures that retailers can maximize the value of their existing infrastructure while adopting new technologies.

Real-world Success: Kroger’s Network Transformation

One notable example of Extreme Networks’ impact is its partnership with Kroger, a leading food retailer. Kroger is in the process of upgrading its network with nearly 100,000 access points across 2,500 stores. This ambitious project involves deploying cutting-edge technologies such as 6 GHz Wi-Fi and AI-driven management tools. By implementing these solutions, Kroger aims to enhance operational efficiency, support IoT devices, and improve the customer experience.

One innovative aspect of the deployment is seamless network authentication. Brams explained how technologies like Hotspot 2.0 enable customers to connect to the network effortlessly, improving accessibility and enabling richer data collection. These insights allow Kroger to make data-driven decisions that enhance both customer satisfaction and profitability.

The Future of Networking for Retail

As retail organizations navigate the challenges of evolving customer expectations and technological advancements, Extreme Networks remains at the forefront of innovation. Its AI-driven, scalable solutions provide the foundation for future-proof networks that support emerging applications, from digital couponing to advanced analytics.

Retailers operate in a highly competitive environment with razor-thin profit margins. As Brams noted, even small improvements can have a significant impact. By leveraging robust network infrastructure and actionable data insights, retailers can optimize operations, enhance customer experiences, and drive long-term success.

Our ANGLE

Extreme Networks remains deeply committed to innovation. Its deep understanding of the retail industry makes it a valuable partner for organizations looking to thrive in a digital-first world. Its two-plus decades of experience ensure that its solutions are focused on solving real issues, enhancing experiences, mitigating risk and loss, and driving higher levels of efficiency.

Whether it’s enabling seamless connectivity, enhancing security, or unlocking the power of data, Extreme Networks provides the innovative networking for retail in order to stay ahead in an ever-changing landscape.

For more information on Extreme Networks Retail solutions, please visit their website.

For additional material from theCUBE Research on Extreme Networks, please visit this page.

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