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零售业数字化新趋势:如何以标准优化今天的购物体验

发布时间: 2017-09-28 10:17:04   浏览次数:

零售商转向数字化平台,标准实现无缝体验

零售业正经历数字化变革。在线消费者数量日益增多,实体零售商可以紧跟趋势,通过智能手机应用这样的大众数字平台与客户互动。随着季末和开学促销广告在数字领域遍地开花,美国国家标准协会(ANSI)力挺其成员和标准制订人员,帮助实现数字零售业安全无缝的体验。

据最新德勤研究显示,如今人们在商店每消费一美元,就有0 .56美元受数字互动的影响。对5000多名客户随机调查结果表明,台式电脑、笔记本电脑、上网本、平板电脑、智能手机甚至穿戴式设备都会影响顾客的购物习惯。目前,大约有80%的美国人在网上购物(皮尤研究公司报告),显然消费者看到了数字互动的价值,它能使购物效率最大化。

购物者不需要花时间去商店,而是在数字商店里浏览、预订商品,使用移动设备或网络应用比价、购买甚至退货——所有这些都可在家中进行。但是,随着消费者对数字零售业愈发青睐,他们关心的不仅仅是打多少折扣。在另一零售业调查中,超过70%的消费者对个人数据的隐私和安全表示担忧。

尽管标准多数是作用于后台,它还能从深层的供应链到销售网点为客户和商家保驾护航。越来越多的消费者转向互联网购物,大品牌和大企业也转向数字化,标准制定机构自然支持零售业的转型。

标准支持线上线下无缝零售体验

电子商务交易管理涉及很多部分,消费者满意度对企业的成功仍至关重要。美国国家标准(ANS)ASQ / ANSI / ISO 10008:2013《质量管理 - 客户满意度 - 企业对消费者电子商务交易指南》为企业规划、设计、开发、实施、维护和改进高效率效益电子商务交易系统(B2C ECT)提供了指导。

该项标准适用于从事或计划从事企业对消费者电子商务交易的任何规模、类型和业务的企业。负责这项标准的是国际标准化组织(ISO)技术委员会(TC 176)质量管理和质量保证,分技术委员会(SC 3)技术支持。ANSI认可的TC 176/SC3技术咨询组(TAG)的是美国质量协会(ASQ),ASQ是ANSI成员,也是经认可的标准制定组织。

供应链对确保零售产品管理的质量也至关重要。国际标准ISO / IEC 18046-2:2011《信息技术 - 射频识别装置性能测试方法 - 第2部分:询问器性能测试方法》定义了用于物品管理的射频识别(RFID)询问器的性能指标测试方法,并对询问器的一般要求和测试要求做出规定,协助特定应用场景的设备选择。

射频识别技术在物品管理中的自动识别和数据采集(AIDC)领域有广泛应用。作为基于射频技术的无线通信技术,它的应用覆盖了工业、商业和零售供应链的多个层级,包括:

•货物集装箱

•可回收运输物品(RTI)

•运输单位

•产品包装和产品标签

这项标准是由ISO / IEC联合技术委员会(JTC1)/SC31 自动识别和数据捕获技术制定。美国担任ISO / IEC JTC1技术委员会的领导职务,惠普公司的格伦·希金博特姆(Karen Higginbottom)任主席,她的第三任期至2017年10月JTC 1全体会议结束。ANSI委任GS1为秘书处。 ANSI是ISO在美国的成员机构,并通过美国国家委员会作为IEC在美国的成员机构。ANSI认可的美国技术顾问组(TAG)管理组织是AIM,该组织是ANSI成员,也是经认可的标准制定组织。美国也是ISO/IEC/SC31的的秘书处。

无论是在线购物还是实体店购物,消费者都对购物时的数据安全表示担忧。在零售支付交易中,盗取卡片敏感数据成为金融诈骗的主要形式。ANS ANSI X 9.119-1-2016《零售金融服务 - 保护敏感卡片数据的要求 - 第1部分:使用加密方法》提到了统一安全要求及实施,将其作为保护敏感卡片数据的一种方法。该问题有几种解决措施。

除了选择性加密PIN码,该数据包括磁条轨道2数据:PAN码,有效期,信用卡验证码和发行人私人数据。虽然在交易处理系统的各部分都发生过数据盗取,但最容易出问题的部分还是在交易设备读取磁条数据以及收款方处理系统之间的环节。

该项标准是由ANSI认可的标准委员会X9(ASC X9)金融行业标准制定。 ASC X9是ANSI认可的标准制定组织。ASC X9的标准用于整个行业及联邦政府,以便于向用户提供金融服务和产品,促进全球商业。

除了电子商务和数字零售供应链,还有数百个与零售服务其他方面相关的标准和统一举措。去年ANSI发布了一张展现60多项零售业支持标准的电子海报。

 

Digital Is the New Retail Trend: How Standards Support Today’s Shopping Experience

As retailers shift to digital platforms, standards enable a seamless experience

The retail sector is experiencing a digital makeover. As more technology-savvy consumers go online to shop for steals, brick and mortar retailers can keep pace with the trend by interacting with customers via popular digital platforms, from videos to smart phone app alerts. As end of season and back-to-school sale ads pop up in the digital realm, the American National Standards Institute (ANSI) proudly supports its members and standards developers that help ensure a safe and seamless digital retail experience.

A recent Deloitte study reveals that today, $.56 of every dollar spent in a store is influenced by a consumer's digital interaction. The research findings, drawn from a study of over 5,000 random customers, indicate that desktop computers, laptops, netbooks, tablets, smartphones, and even wearable devices have an impact on customer shopping habits. With roughly 80 percent of Americans now shopping online (according to Pew Research), it's evident that consumers see the value in digital interaction to maximize shopping efficiency.

Rather than invest time and travel to go to a store, shoppers can browse and reserve items within digital catalogs for store purchases, use mobile devices or web apps to compare retailer prices, purchase, and even return products — all from the convenience of their own homes. But while the consumer appetite for digital retail is growing, customers are worried about more than just discounts. In another retail survey, most shoppers — more than 70 percent of consumers — expressed concerns over the privacy and security of their data.

While they largely remain behind the scenes, standards help influence safer shopping for customers and merchants alike, from the depths of the supply chain to the point of sale. Standard developing organizations support the transformation of retail as more consumers take their business to the internetand as major brands and businesses switch to digital.

Standards Support a Seamless Retail Experience, Online and In Stores

Although there are many components to managing electronic commerce transactions, consumer satisfaction remains essential for business success. The American National Standard (ANS)ASQ/ANSI/ISO 10008:2013Quality management - Customer satisfaction - Guidelines for business-to-consumer electronic commerce transactions, provides guidance for planning, designing, developing, implementing, maintaining, and improving an effective and efficient business-to-consumer electronic commerce transaction (B2C ECT) system within an organization.

The standard is applicable to any organization engaged in, or planning to be engaged in, a business-to-consumer electronic commerce transaction, regardless of size, type, and activity. The committee responsible for the document is the International Organization for Standardization (ISO) Technical Committee (TC)176,Quality management and quality assurance, Subcommittee (SC) 3, Supporting Technologies. The ANSI-accredited U.S. Technical Advisory Group (TAG) Administrator for TC 176/SC 3 is the American Society for Quality (ASQ), an ANSI member and accredited standards developer.

The supply chain is also essential to ensuring quality of retail product management. The international standard ISO/IEC 18046-2:2011Information technology-Radio frequency identification device performance test methods - Part 2: Test methods for interrogator performance, defines test methods for performance characteristics of Radio frequency identification (RFID) interrogators for item management, and specifies the general requirements and test requirements for interrogators which are applicable to the selection of the devices for an application.

RFID technology has broad applicability to the automatic identification and data capture (AIDC) industry in item management. As a wireless communication technique based on radio frequency technology, the applications cover multiple levels of the industrial, commercial, and retail supply chains. These can include:

·         freight containers

·         returnable transport items (RTI)

·         transport units

·         product packaging and product tagging

The standard was developed by ISO/IEC Joint Technical Committee (JTC)1, /SC 31, Automatic identification and data capture techniques. The U.S. holds TC-level leadership of ISO/IEC JTC 1, with Karen Higginbottom of HP Inc. serving out her third term as chair until the JTC 1 Plenary in October 2017. The ANSI delegated Secretariat is GS1. ANSI is the U.S. member body to ISO, and the IEC, via the U.S. National Committee. The ANSI-accredited U.S. TAG administrator to SC 31 is AIM, an ANSI member and accredited standards developer. The U.S. also holds the secretariat for SC 31.

Whether online or in-store, customers indicate their concern for data security as they shop. To that end, theft of sensitive card data during a retail payment transaction is increasingly becoming a major source of financial fraud. The ANS ANSI X 9.119-1-2016Retail Financial Services - Requirements for Protection of Sensitive Payment Card Data - Part 1: Using Encryption Method , refers to the standardization of the security requirements and implementation for a method for protecting this sensitive card data over these segments. Several implementations exist to address this situation.

Besides an optional encrypted PIN, this data includes magnetic stripe track 2 data: PAN, expiration date, card verification value, and issuer private data. While thefts of this data at all segments of the transaction processing system have been reported, the most vulnerable segments are between the point of transaction device capturing the magnetic stripe data and the processing systems at the acquirer.

The standard was developed by Accredited Standards Committee X9, Financial Industry Standards (ASC X9), an ANSI member and accredited standards developer. ASC X9’s standards are used throughout the industry as well as by the federal government in order to facilitate delivery of financial services and products to users and promote global commerce.

Aside from e-commerce and the digital retail supply chain, there are hundreds of standards and conformance activities related to other aspects of retail services. Last year, ANSI released an electronic poster that highlights 60 more standards that support the retail sector.


 

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