Ian Cairns explains how to turn data and AI-powered insights into retail success
TalkTalk Business has been operating for over 25 years,” begins Ian Cairns, Sales Director at TalkTalk Business. “Headquartered in Salford, Greater Manchester, we are predominantly a B2B telecom provider, offering a comprehensive range of business-grade services to everyone from small office or home office setups to large enterprises. Our services include internet access, data solutions, voice services, smart networks, and local area networks, basically all the technological infrastructure necessary to support any type of business across the UK. With revenue of £85 million, we take pride in our strong Northern roots, as well as our history as a challenger brand. Currently, we serve over 90,000 business customers across the UK, making us a significant player in the market. It is worth noting that, in October 2023, we demerged from the TalkTalk Group, transitioning into a standalone legal entity with our own shareholders and funding. While we maintain the legacy of our embedded history, we are no longer part of the TalkTalk Group.” 
Reflecting on his own career journey, Ian highlights his history with the company and evolution into his current role. “Back in 1995, I worked at Martin Dawes and Opal Telecom, the forerunner of TalkTalk Business. After 15 years there, I left in 2010 to join Vodafone, and a Managed Service Provider (MSP) called Intercity. Exactly ten years later, I rejoined TalkTalk Business as Sales Director. In this role, I am responsible for sales across top businesses, as well as developing sales strategies and aspects of product strategy, focusing on how we engage with businesses of all sizes throughout the UK,” he says.
Data driven insights
An intrinsic element of this client strategy involves leveraging AI-powered insights. Indeed, Artificial intelligence (AI) is transforming countless sectors and becoming an essential asset for high street retailers. Ian shares insights into the significance of AI-driven data collection and its wider implications for shopping centers and retail property managers. “As a network provider, we are witnessing an explosion of devices, including Internet of Things (IoT) sensors, and smart devices, particularly in retail environments. All these devices create large amounts of data, and with AI, it is crucial to gather, analyze, and leverage it to identify patterns and generate insights and forecasts for retailers. We believe this can be divided into two main objectives: improving operations and reducing costs or enhancing customer experience and increasing sales. By focusing on these two areas, we can determine how AI can benefit retailers in achieving their goals. With the plethora of devices available, AI can consolidate multiple data sources into a single framework to turn the data into patterns and consequently, improve operations. For example, a CCTV or shelf sensor might detect that a particular shelf is empty and instantly signal it is time to restock it. This not only boosts operational efficiency but also reduces costs and enhances customer experience. Additionally, employing technologies like CCTV or LIDAR can spot customer movement patterns in stores, enabling retailers to strategically place and price their products.
“AI plays a crucial role in data collection, but the best ways to use that data vary depending on the context. For example, in the context of a shopping center, the goal might be high occupancy. To achieve this, data must be utilized effectively to ensure that the premises are fully occupied, which involves analyzing tenant mix and demographics of visitors to ensure that those retail spaces are always used. Shopping center managers might also want to monitor foot traffic and conduct more intelligent analytics to understand what customers are doing within these sites. Furthermore, onboarding customers to Wi-Fi straight away provides immediate access to valuable data that can be used sensibly to enhance the overall customer experience,” he elaborates.
Intelligent networks
However, in the ever-developing world of data, security remains a key concern, especially in light of recent cyber-attacks that affected certain retail giants. “In today’s landscape, there is a multitude of connected devices. I often compare this to a medieval city, where an estate had just four gates that could be easily guarded. Now, however, we have thousands of gates as each device represents an entry point into your network, and they cannot all be guarded. Therefore, the need for efficient security is a critical challenge. It is not just about making sure everything is visible and secure; it is also about effectively gathering data and utilizing it appropriately while safeguarding your network. At TalkTalk Business, we provide intelligent networks that empower retailers to monitor what is going on across their entire estate in real-time through cloud dashboards. This allows them to see every connected device, whether it is customer devices connected to Wi-Fi, sensors, or telephone systems. Understanding what or who is accessing the network and visualizing network activity is the first crucial step in securing it more effectively, which is done by analyzing bandwidth usage and identifying both benefits and potential issues.
“With our smart network solutions, we strive to ensure that our customers can understand those strategic assets. In the past, internet connection was merely seen as a cost of doing business in retail, something that was needed to connect point-of-sale or inventory management systems. Today, however, our smart networks can be complemented with value-added services that enhance visibility, secure retail estates, and allow for the adoption of new technologies to drive efficiency and reduction of operational costs or enhance customer experience and increase sales. Thus, we see the smarter networks we deploy across retailer estates as strategic assets for businesses, rather than just another operational expense,” Ian explains.
According to Ian, technologies such as 3D LIDAR play a crucial role in advancements within the retail industry. “3D LIDAR tracking technology provides valuable insights into consumer behavior by analyzing patterns and movement. Tools like eye-tracking technology, 3D LIDAR, and CCTV are critical for retailers and can maximize sales when deployed effectively. We’re also seeing smart CCTV systems being utilized to reduce theft. Theft can be a huge issue for retailers, depending on the local economy. Among these advancements, the sensitivity of personal data remains a concern. However, if suspicious activity is detected, live CCTV feeds can be monitored across the retailer’s network rather than on a separate system, which was the traditional approach and often resulted in higher operational costs. Moreover, AI can be used to identify unusual customer behaviors, enabling retailers to record and analyze these patterns.
“All in all, there is a wealth of intelligent technological advancements occurring in the retail sector. In the past, we have seen separate deployments of CCTV, Bluetooth beacons, and LIDAR technologies, which can be expensive for retailers to roll out. Conversely, we are now witnessing a shift towards using the network as a strategic asset, a foundational layer that can support various value-added services at a substantially lower cost. This approach allows retailers to test new technologies and assess their effectiveness and return on investment (ROI) before implementing them, thereby avoiding the complications of managing multiple separate deployments.
“Retail is a relatively low margin yet highly competitive industry, making keeping costs down and staying competitive essential. As a result, deploying these technologies is no longer optional for those who do not want to risk being left behind. In my 25 years of experience in retail, I have spoken to many retailers who were hesitant to invest in technology and move forward, which contributed to their eventual failure. In contrast, major retailers in the UK who maintain a significant research, development, and technology investment program, safeguard their competitive edge,” Ian expands.
Competitive edge
As he looks to the future, Ian leverages his expertise and knowledge of the industry to anticipate the next developments in the retail sector. “I believe we are seeing a significant catch-up phase. Major retailers have been aware of the technologies I mentioned earlier for a while and have plans in place to implement them. Meanwhile, mid-market and smaller brands are still exploring the best approaches to deploy the same technologies, starting with smart networks as the foundational layer with further additions like sensors, CCTV, or LIDAR. This transition is ongoing, as everyone is looking for a competitive edge in an increasingly cloud-based world and rapidly changing retail industry. As an example of this change, five years ago, food deliveries were always handled by the food retailer themselves. Nowadays, it is just as equally done by third-party services like Just Eat and Deliveroo, transforming the food retail landscape from warehouse-driven distribution to store-based distribution. This shift means that stores now serve as both retail spaces and warehouse distribution centers.
“Consequently, we are witnessing third-party access to retailers’ IT systems and infrastructure, enabling them to maximize sales. Another notable shift is how retailers are embracing technology and cloud opportunities to adapt to changing consumer behavior. For example, today, many people order online regularly, while certain items, like furniture or clothing, are increasingly being purchased in-store, as consumers prefer to see them physically, though they might still order the item online afterwards,” he concludes.