GET https://rct.dev.bbntimes.com/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics

Response
200 OK
IP
18.188.249.86
Profiled on
Token
2fa8d5

ArticleController :: show

Request

GET Parameters

None

POST Parameters

None

Uploaded Files

None

Request Attributes

Key Value
_controller 
"App\Controller\ArticleController::show"
_firewall_context 
"security.firewall.map.context.main"
_links 
Symfony\Component\WebLink\GenericLinkProvider {#3651
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    }
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    }
    3764 => Symfony\Component\WebLink\Link {#3764
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      -rel: [
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      -attributes: [
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    3763 => Symfony\Component\WebLink\Link {#3763
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    3761 => Symfony\Component\WebLink\Link {#3761
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    3760 => Symfony\Component\WebLink\Link {#3760
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    3759 => Symfony\Component\WebLink\Link {#3759
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"article_show"
_route_params 
[
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]
_security_firewall_run 
"_security_main"
_stopwatch_token 
"6a3ec0"
category 
"technology"
slug 
"exploring-the-benefits-and-potential-of-rpa-in-logistics"

Request Headers

Header Value
accept 
"*/*"
accept-encoding 
"gzip, br, zstd, deflate"
connection 
"close"
cookie 
"PHPSESSID=orotf57mp69omsnlm5q6iop5gr"
host 
"rct.dev.bbntimes.com"
user-agent 
"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)"
x-php-ob-level 
"1"

Request Content

Request content not available (it was retrieved as a resource).

Response

Response Headers

Header Value
cache-control 
"no-cache, private"
content-type 
"text/html; charset=UTF-8"
date 
"Wed, 16 Apr 2025 01:09:55 GMT"
link 
"</build/runtime.js>; rel="preload"; as="script",</build/644.js>; rel="preload"; as="script",</build/502.js>; rel="preload"; as="script",</build/app.js>; rel="preload"; as="script",</build/view-more.js>; rel="preload"; as="script",</build/term-condition.js>; rel="preload"; as="script",</build/contact.js>; rel="preload"; as="script",</build/scroll-infinite-article.js>; rel="preload"; as="script",</build/app.css>; rel="preload"; as="style",</build/cookie-style.css>; rel="preload"; as="style",</build/term-condition-css.css>; rel="preload"; as="style",</build/contact-css.css>; rel="preload"; as="style",</build/comment-css.css>; rel="preload"; as="style""
x-debug-token 
"2fa8d5"

Cookies

Request Cookies

Key Value
PHPSESSID 
"orotf57mp69omsnlm5q6iop5gr"

Response Cookies

No response cookies

Session 6

Session Metadata

Key Value
Created 
"Wed, 16 Apr 25 01:09:53 +0000"
Last used 
"Wed, 16 Apr 25 01:09:53 +0000"
Lifetime 
0

Session Attributes

Attribute Value
_csrf/https-comment 
"xnt45XBXwUKk5pbQHNBs7tLq513za747N7tALaFijBQ"
_csrf/https-cookie_accept 
"J3TyqcOR0Za1mlCA6JrLzeVL1rqHDETx7vkfSGMik9k"

Session Usage

6 Usages
Stateless check enabled
Usage
Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:76
Show trace 
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Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:79
Show trace 
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Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:52
Show trace 
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Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:56
Show trace 
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    "function" => "show"
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    "function" => "run"
    "class" => "Symfony\Component\Runtime\Runner\Symfony\HttpKernelRunner"
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    ]
    "function" => "require_once"
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]
Symfony\Component\Security\Core\Authentication\Token\Storage\UsageTrackingTokenStorage:41
Show trace 
[
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/security-core/Authentication/Token/Storage/UsageTrackingTokenStorage.php"
    "line" => 41
    "function" => "getMetadataBag"
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    "type" => "->"
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    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/twig-bridge/AppVariable.php"
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    "function" => "run"
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      "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/autoload_runtime.php"
    ]
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]
Symfony\Component\Security\Http\Firewall\ContextListener:171
Show trace 
[
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/security-http/Firewall/ContextListener.php"
    "line" => 171
    "function" => "remove"
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  [
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    "function" => "onKernelResponse"
    "class" => "Symfony\Component\Security\Http\Firewall\ContextListener"
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    "function" => "__invoke"
    "class" => "Symfony\Component\EventDispatcher\Debug\WrappedListener"
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    "function" => "callListeners"
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]

Flashes

Flashes

No flash messages were created.

Server Parameters

Server Parameters

Defined in .env

Key Value
APP_ENV 
"dev"
APP_SECRET 
"0a988e63f011514eaabfc650b599af4d"
CORS_ALLOW_ORIGIN 
"*"
DATABASE_URL 
"mysql://bbndb_rctuser:33F5W25z40or0f7@localhost:3306/rct_bbntimes"
GOOGLE_RECAPTCHA_SECRET_KEY 
"6LdV5fgpAAAAANxzTG8ZMfIjil1wu-1vrQvnUt-x"
GOOGLE_RECAPTCHA_SITE_KEY 
"6LdV5fgpAAAAAENKcn73MJAhQrbtQeqgyC4wDLMP"
MAILER_DSN 
"smtp://no-reply%40rct.dev.bbntimes.com:Bl6%26gLD48%26Of919@rct.dev.bbntimes.com:465"
MARIADB_PASSWORD 
"i!87pK&!85ezc8"

Defined as regular env variables

Key Value
APP_DEBUG 
"1"
BASE 
"/public"
CONTEXT_DOCUMENT_ROOT 
"/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com"
CONTEXT_PREFIX 
""
DOCUMENT_ROOT 
"/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com"
FCGI_ROLE 
"RESPONDER"
GATEWAY_INTERFACE 
"CGI/1.1"
HTTPS 
"on"
HTTP_ACCEPT 
"*/*"
HTTP_ACCEPT_ENCODING 
"gzip, br, zstd, deflate"
HTTP_CONNECTION 
"close"
HTTP_COOKIE 
"PHPSESSID=orotf57mp69omsnlm5q6iop5gr"
HTTP_HOST 
"rct.dev.bbntimes.com"
HTTP_USER_AGENT 
"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)"
PASSENGER_COMPILE_NATIVE_SUPPORT_BINARY 
"0"
PASSENGER_DOWNLOAD_NATIVE_SUPPORT_BINARY 
"0"
PATH 
"/usr/local/sbin:/usr/local/bin:/usr/sbin:/usr/bin:/sbin:/bin:/snap/bin"
PHP_SELF 
"/public/index.php"
PP_CUSTOM_PHP_CGI_INDEX 
"plesk-php81-fastcgi"
PP_CUSTOM_PHP_INI 
"/var/www/vhosts/system/rct.dev.bbntimes.com/etc/php.ini"
QUERY_STRING 
""
REDIRECT_BASE 
"/public"
REDIRECT_HTTPS 
"on"
REDIRECT_PASSENGER_COMPILE_NATIVE_SUPPORT_BINARY 
"0"
REDIRECT_PASSENGER_DOWNLOAD_NATIVE_SUPPORT_BINARY 
"0"
REDIRECT_REDIRECT_HTTPS 
"on"
REDIRECT_REDIRECT_PASSENGER_COMPILE_NATIVE_SUPPORT_BINARY 
"0"
REDIRECT_REDIRECT_PASSENGER_DOWNLOAD_NATIVE_SUPPORT_BINARY 
"0"
REDIRECT_REDIRECT_SCRIPT_URI 
"https://rct.dev.bbntimes.com/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
REDIRECT_REDIRECT_SCRIPT_URL 
"/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
REDIRECT_REDIRECT_SSL_TLS_SNI 
"rct.dev.bbntimes.com"
REDIRECT_REDIRECT_STATUS 
"200"
REDIRECT_REDIRECT_UNIQUE_ID 
"Z_8DYnvbirLQs6R-Q6S5pwAAAQE"
REDIRECT_SCRIPT_URI 
"https://rct.dev.bbntimes.com/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
REDIRECT_SCRIPT_URL 
"/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
REDIRECT_SSL_TLS_SNI 
"rct.dev.bbntimes.com"
REDIRECT_STATUS 
"200"
REDIRECT_UNIQUE_ID 
"Z_8DYnvbirLQs6R-Q6S5pwAAAQE"
REDIRECT_URL 
"/public/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
REMOTE_ADDR 
"18.188.249.86"
REMOTE_PORT 
"14024"
REQUEST_METHOD 
"GET"
REQUEST_SCHEME 
"https"
REQUEST_TIME 
1744765794
REQUEST_TIME_FLOAT 
1744765794.4836
REQUEST_URI 
"/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
SCRIPT_FILENAME 
"/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/public/index.php"
SCRIPT_NAME 
"/public/index.php"
SCRIPT_URI 
"https://rct.dev.bbntimes.com/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
SCRIPT_URL 
"/technology/exploring-the-benefits-and-potential-of-rpa-in-logistics"
SERVER_ADDR 
"5.196.1.209"
SERVER_ADMIN 
"[no address given]"
SERVER_NAME 
"rct.dev.bbntimes.com"
SERVER_PORT 
"443"
SERVER_PROTOCOL 
"HTTP/1.1"
SERVER_SIGNATURE 
"<address>Apache Server at rct.dev.bbntimes.com Port 443</address>\n"
SERVER_SOFTWARE 
"Apache"
SSL_TLS_SNI 
"rct.dev.bbntimes.com"
SYMFONY_DOTENV_VARS 
"APP_ENV,APP_SECRET,DATABASE_URL,MARIADB_PASSWORD,CORS_ALLOW_ORIGIN,MAILER_DSN,GOOGLE_RECAPTCHA_SECRET_KEY,GOOGLE_RECAPTCHA_SITE_KEY"
UNIQUE_ID 
"Z_8DYnvbirLQs6R-Q6S5pwAAAQE"

Sub Requests 6

CookieController :: renderAnalysis (token = 529b1e)

Key Value
_controller 
"App\Controller\CookieController::renderAnalysis"
_format 
"html"
_locale 
"en"
_stopwatch_token 
"4152c9"

AppController :: renderHeader (token = d420a9)

Key Value
_controller 
"App\Controller\AppController::renderHeader"
_format 
"html"
_locale 
"en"
_stopwatch_token 
"eac84a"
slug 
"home"

ArticleController :: trendingArticle (token = f98de6)

Key Value
_controller 
"App\Controller\ArticleController::trendingArticle"
_format 
"html"
_locale 
"en"
_stopwatch_token 
"7d93be"
category 
"Technology"

ArticleController :: relatedArticles (token = 486b39)

Key Value
_controller 
"App\Controller\ArticleController::relatedArticles"
_format 
"html"
_locale 
"en"
_stopwatch_token 
"f6bb13"
current_article 
App\Entity\Article {#1094
  -id: 7541
  -title: "Exploring the Benefits and Potential of Robotic Process Automation in Logistics "
  -slug: "exploring-the-benefits-and-potential-of-rpa-in-logistics"
  -introtext: """
    <div id="ember72" class="ember-view">\r\n
    <div class="reader-article-content" dir="ltr">\r\n
    <p>Robotic process automation (RPA) in logistics is set to optimize specific areas of the supply chain and help gain higher ROI.</p>\r\n
    """
  -content: """
    \r\n
    <p>RPA is automating manual administrative processes, drafting emails when required, generating reports in real-time, checking inventory and reordering products.</p>\r\n
    <h2>1. THE EVOLUTION OF LOGISTICS&nbsp;</h2>\r\n
    <p>The concept of logistics came into existence long ago, during the period when the ancient Roman and Greek wars took place. Back then, Rome developed an efficient logistics system that enabled the safe movement of military resources to the personnel on the frontlines. While logistics is still used for military purposes, it is also widely used for producing and delivering commercial products or services today. Put simply, logistics refer to the transfer of goods or services to the destination at the right time and in proper condition. Logistics management involves devising and appropriately executing transportation and warehouse activities to ensure timely delivery. Logistics managers need to actively track the movement of the goods, right from its origin to the destination, to control the overall processes effectively. In addition, they are also expected to look out for prospective merchandisers for enabling efficient management of logistics operations. And, as the prime goal is to satisfy customer needs and expectations, the logistics landscape has become even more challenging and complicated today. The success of logistics management depends on how well the administrative work is carried out. Every stakeholder needs to be on the same page, which means that every detail should be updated and taken care of in real-time. Though it seems pretty easy, managing all these processes is quite complex. Especially because a majority of logistics companies still rely on paperwork. The manual method of taking care of back-office processes is not only repetitive but also cumbersome. Plus, humans can cause unwanted or unexpected errors while performing their tasks. And these human errors can potentially harm a logistics company’s bottom line. Now imagine -- what if logistics companies automate their labor-intensive processes with the help of modern-day technologies? One such technology that has proved its ability to automate manual operations is&nbsp;RPA. Implementing RPA in logistics can be a feasible solution for the industry, enabling companies to get rid of their paperwork.</p>\r\n
    <h2>2. BENEFITS OF RPA</h2>\r\n
    <p>Before we jump to the idea of how exactly RPA makes sense to logistics, let’s first clarify what RPA is and what benefits it offers in general.</p>\r\n
    <div class="slate-resizable-image-embed slate-image-embed__resize-full-width"><img src="https://media-exp1.licdn.com/dms/image/C4E12AQGemmUrcuEtzA/article-inline_image-shrink_1000_1488/0/1566270127665?e=1612396800&amp;v=beta&amp;t=s7ybE7UvK1_CjynjbU8OnLyxvSkO9mIrba4sBdrQCQk" alt="Benefits of RPA" data-media-urn data-li-src="https://media-exp1.licdn.com/dms/image/C4E12AQGemmUrcuEtzA/article-inline_image-shrink_1000_1488/0/1566270127665?e=1612396800&amp;v=beta&amp;t=s7ybE7UvK1_CjynjbU8OnLyxvSkO9mIrba4sBdrQCQk" /><br /><br /><br /><span style="color: #000000;">Robotic process automation is a rule-based application that is designed to carry out pre-determined tasks automatically. Powered with unceasing energy levels, this software robot can handle physical, repeatable, and high-volume tasks without human involvement. This technological application offers dramatic changes to enterprises, in terms of efficiency, speed, and accuracy.&nbsp;Let’s list down a few specific</span>&nbsp;<a style="background-color: inherit; font-family: inherit; font-size: 1rem;" href="https://www.provintl.com/blog/top-5-benefits-of-robotics-process-automation-rpa-software" target="_blank" rel="nofollow noopener">advantages of RPA</a>.&nbsp;<br /><br /><span style="color: #10228b;"><strong>High-Level Accuracy&nbsp;</strong></span></div>\r\n
    <br />\r\n
    <div class="slate-resizable-image-embed slate-image-embed__resize-full-width"><span style="color: #000000;">The rule-based software robots hold tremendous power and potential to perform the given tasks with near-zero probability of error. With humans going out of the picture, there will be no real need for re-work. The assigned work will be executed with a 100 percent accuracy, which means that the quality of work will always be high.</span><br /><br /><span style="color: #10228b;"><strong>Improved Process Cycle Time&nbsp;</strong></span><br /><br /><span style="color: #000000;">It is undeniable that automation tools can perform any given task quicker than humans. Likewise, RPA executes the mundane, manual tasks faster, thereby helping organizations to reduce their process cycle time and increase their work efficiency.</span></div>\r\n
    <div class="slate-resizable-image-embed slate-image-embed__resize-full-width"><br /><span style="color: #000000;"><strong style="font-family: inherit; font-size: 1rem; color: #000000;"><span style="color: #10228b;">Increased Revenue Generation</span><br /><br /></strong>With reduced process cycle time, improved accuracy, and enhanced operational efficiency, employees will be left with more time to take up strategic roles. Organizations will then witness a hike in employee productivity. With work getting done on time, companies will be able to meet customer expectations and increase their satisfaction levels. And as a result, more and more sales will be generated. And an increase in the sales will, naturally, help organizations to gain more revenues and profits.</span></div>\r\n
    <h2>3. POTENTIAL OF RPA IN LOGISTICS&nbsp;</h2>\r\n
    <p>To begin with, this sophisticated tool, RPA, acts as a virtual workforce, benefitting logistics companies to streamline operations like scheduling and tracking shipments, report and invoice generation, and customer service. Several back-office operations when automated will help logistics stakeholders to bring down operational costs, increase efficiency, and enable timely deliveries.</p>\r\n
    <h3><span style="color: #10228b;">Scheduling and Tracking</span></h3>\r\n
    <p>For having a comprehensive view of the flow of goods, right from the receipt of the purchase order to delivery, every stakeholder should update the required details on the portal in real-time. On receiving emails from these stakeholders, the data entry operators are expected to read, understand, and then enter the data into the portal. All of these activities take up a lot of time and effort from the workers, while also being error-prone. On the other hand, by leveraging RPA, the logistics companies can automate these activities. The tool can extract shipping details from internal systems like emails, purchase orders, shipment notices, proofs of delivery, and so on. The retrieved information will then be automatically entered to the portal by RPA tool. Everything will be automatic, which will allow distributors, suppliers, and retailers to stay updated without delays.</p>\r\n
    <h3><span style="color: #10228b;">Report Generation</span></h3>\r\n
    <p>Using RPA tools can also add efficiency in the business reporting process. Report generation is a vital but time-consuming activity. Several man hours are spent by employees to generate daily reports. If RPA takes up this responsibility, employees can save a lot of their time and redirect their focus to do something more productive. By extracting information from internal systems, the tool will automatically comprehend and add the essential information that should be mandatorily included in the report.</p>\r\n
    <h3><span style="color: #10228b;">Invoice Processing</span></h3>\r\n
    <p>A research report from Aberdeen Group states that it takes&nbsp;<a href="https://www.slideshare.net/Anybill/invoice-mgmtnetworked-final-report" target="_blank" rel="noopener">4.1 to 16.3 days to process an invoice from receipt to approval</a>. The regular follow-ups until invoice processing is time-intensive and actually quite boring. With RPA, the logistics company can carry out this important function conveniently and accurately. The RPA tools can monitor the files and folders for pending invoices, read the invoice details, extract the necessary information, and then make payments automatically. These software robots then send an email to the concerned employees and also the client for future reference.</p>\r\n
    <h3><span style="color: #10228b;">Email Communication</span></h3>\r\n
    <p>RPA can be used to set up an automated platform to handle email communication. If the tool is powered by AI, it can easily comprehend the details written in the mail body and can send a relevant and coherent response to the sender. Likewise, updates on customer order details can be automatically sensed by the tool. It can then draft an email to customers notifying them with updates, which can help the logistics companies build brand loyalty and customer relationships.</p>\r\n
    <h3><span style="color: #10228b;">Customer Service</span></h3>\r\n
    <p>The logistics companies can leverage the software robots to provide customers the best service possible. The companies can link the data from warehouse systems to the RPA tool such that customer questions can be acknowledged as quickly as possible. This way, companies can build a powerful brand reputation which will, in turn, help them to attract more customers, drive more sales, and maximize their ROI. Thus, in this age when the logistics companies are piled with the pressure to deal with customers asking for goods at a lesser price and go-betweens charging higher and higher for their services, the introduction of RPA tools can give them much-needed respite. In fact, the use of RPA in logistics can even help them thrive in this competitive market.&nbsp;</p>\r\n
    </div>\r\n
    </div>
    """
  -user: Proxies\__CG__\App\Entity\User {#1092 …}
  -createdAt: DateTime @1607126075 {#1145
    date: 2020-12-04 23:54:35.0 UTC (+00:00)
  }
  -updatedAt: DateTime @1607129838 {#1150
    date: 2020-12-05 00:57:18.0 UTC (+00:00)
  }
  -deletedAt: null
  -category: App\Entity\Category {#445 …}
  -status: "published"
  -imageCard: Proxies\__CG__\App\Entity\File {#1184 …}
  -ImageHeader: Proxies\__CG__\App\Entity\File {#1184 …}
  -featured: false
  -mainView: false
  -clicks: 3958
  -comments: Doctrine\ORM\PersistentCollection {#1125 …}
  -reviewed_at: DateTime @1607126075 {#1148
    date: 2020-12-04 23:54:35.0 UTC (+00:00)
  }
  -metakey: "Exploring the Benefits and Potential of RPA in Logistics"
  -metadesc: "Robotic process automation (RPA) in logistics is set to optimize specific areas of the supply chain and help gain higher ROI."
  -robots: null
  -publishedAt: DateTime @1607126075 {#1147
    date: 2020-12-04 23:54:35.0 UTC (+00:00)
  }
  -canonical: null
  -superTag: null
}

AppController :: renderFooter (token = bcb5fd)

Key Value
_controller 
"App\Controller\AppController::renderFooter"
_format 
"html"
_locale 
"en"
_stopwatch_token 
"40627b"

ArticleController :: relatedArticles (token = 437df8)

Key Value
_controller 
"App\Controller\ArticleController::relatedArticles"
_format 
"html"
_locale 
"en"
_stopwatch_token 
"176910"
current_article 
App\Entity\Article {#1094
  -id: 629
  -title: "Can Biometrics Save the High Street?"
  -slug: "can-biometrics-save-the-high-street"
  -introtext: "<p><span style="color: #000000;">For physical shops hoping to compete with online retailers, data and biometrics offer new hope. But success is only possible with a razor-sharp focus on the customer experience.</span></p>\r\n"
  -content: """
    \r\n
    <p>&nbsp;</p>\r\n
    <p><img src="/images/Biometrics-2.png" alt="" width="897" height="774" /></p>\r\n
    <p><span style="color: #000000;"><br />Machines are getting more and more intimate with our bodies. Whether it's our fingerprints, eyeballs or the way we speak, biometric technology now understands what makes us unique better than our own mothers. A lot has been made of the rise of the frictionless payment systems this technology facilitates, but saving ten seconds at the checkout won’t solve the biggest of retail’s problems.</span></p>\r\n
    <p><span style="color: #000000;"><br />People of all ages have embraced online shopping, with 56% of Britons saying they prefer to buy online according to PwC. For millennials in particular, swiping through purchase options on a smartphone and waiting for items to be delivered – perhaps by drone or delivery bot – is just a normal part of the retail experience.</span></p>\r\n
    <p><span style="color: #000000;"><br />As online shopping becomes more popular, high streets all over the world are going quiet. In the US, the birthplace of the mall, up to a quarter of shopping centres may be closed by 2022, according to research from Credit Suisse. Not only are online stores better at understanding the needs of the customer, they’re cheaper and more convenient than their physical counterparts too.</span></p>\r\n
    <p><span style="color: #000000;"><br />Online retailers automatically know which products we’ve looked at before, how long we’ve spent weighing up our options, and what we ultimately decided to purchase. Stores use this “data passport” to tailor customer journeys based on individual preferences, which is a big part of what makes online shopping such a seamless and appealing experience. By comparison, when I walk into my local department store, sometimes I’d be lucky to find someone to tell me where the jeans are.</span></p>\r\n
    <p>&nbsp;</p>\r\n
    <p><img src="/images/High-Street-2.jpg" alt="" width="896" height="597" /></p>\r\n
    <p><span style="color: #000000;"><br />If physical stores want to survive and thrive, these businesses need to radically rethink the experience they’re offering to their customers. Ensuring staff are trained and empowered to deliver brilliant customer service is a strong start. After all, nobody enjoys engaging with a sales assistant who know less about their company’s products than an app or isn’t empowered to deal with individual customer situations. But unless shops can leverage customer data effectively, progress will be too slow and fragmented to pack the punch that retail so desperately needs.</span></p>\r\n
    <p><span style="color: #000000;"><br />According to Adam Smith, client and research manager at emotional intelligence company Sensum, biometrics will almost certainly play a role in reimagining tomorrow’s retail experience. He explains:<br /><br /></span></p>\r\n
    <p><span style="color: #000000;"><span class="quote-left" style="color: #000000;">Already we use things like heart rate, galvanic skin response, breathing rate and skin temperature because they're the four biometrics that have a direct relation to the autonomic nervous system. When measured, this gives an indication of both arousal and emotional engagement.</span><span style="color: #000000;"><br />In the era of e-commerce, physical stores have to focus on redesigning the customer journey so they can meet the expectations of consumers who value personalisation and convenience above all else. This is where biometrics come in — and not just at the queue. Marketers can use biometric technologies to read the emotional reactions of shoppers the moment they walk into a shop, and design displays and experiences to appeal to shoppers based on who they are. One of our banking clients is in the early stages of exploring the impact of this technology in their new retail branches, but they’re by no means the first.</span></span></p>\r\n
    <p><span style="color: #000000;"><br />Tesco piloted an early version of this at its UK service stations in 2013. The supermarket installed face-scanning cameras and advertising screens near its tills to identify a customer’s age and gender, and then aimed advertisements at them based on these details. Since then, the technology has exploded onto the high streets with upscale hotels and well-known retailers leading the charge. Fashion brands have been especially keen to get to know their customers better: 59% now use some form of facial recognition.</span></p>\r\n
    <p>&nbsp;</p>\r\n
    <p><img src="/images/Biometrics-1.jpg" alt="" width="899" height="599" /></p>\r\n
    <p>&nbsp;</p>\r\n
    <p><span style="color: #000000;"><br />Despite the hype though, not everyone’s convinced that biometrics alone are tomorrow’s most important data type. Graham Hill, client engagement director at management consultancy firm Ctrl-Shift, is more interested in contextual data. He says:<br /><br /></span></p>\r\n
    <p><span class="quote-left" style="color: #000000;">Biometric data can be used for verifying your identity and proving your age, but in terms of marketing to individual consumers, it’s not enormously useful. Contextual data offers much more interesting possibilities for designing customer journeys.</span><br /><span style="color: #000000;"><br />Contextual data is all of the incidental information collected about customers from their smartphones. It brings together their geolocation with what the weather’s like, and can cross-reference recent search history with previous purchases. When contextual data is combined in this way, retailers can anticipate what shoppers want before they do, and make discovering it more like a game than a chore. Hill explains:<br /><br /></span></p>\r\n
    <p><span class="quote-left" style="color: #000000;">Many offline stores are collecting additional data like this when customers are part of a loyalty scheme or they’re buying club membership of some kind. Knowing about past shopping behaviour and the ability to use that data means innovations like dynamic offers as you go past certain shelves are possible.</span><br /><span style="color: #000000;"><br />For now, more and more customers are choosing to do their shopping online. For stores to compete with online retailers they need to pay close attention to the customer experience they’re providing. Stores may not be able to compete with the convenience of online shopping, but with the right data, they can deliver customer journeys that matter.</span></p>
    """
  -user: Proxies\__CG__\App\Entity\User {#1092 …}
  -createdAt: DateTime @1509115845 {#1145
    date: 2017-10-27 14:50:45.0 UTC (+00:00)
  }
  -updatedAt: DateTime @1628197051 {#1150
    date: 2021-08-05 20:57:31.0 UTC (+00:00)
  }
  -deletedAt: null
  -category: App\Entity\Category {#445 …}
  -status: "published"
  -imageCard: Proxies\__CG__\App\Entity\File {#1184 …}
  -ImageHeader: Proxies\__CG__\App\Entity\File {#1184 …}
  -featured: false
  -mainView: false
  -clicks: 4573
  -comments: Doctrine\ORM\PersistentCollection {#1125 …}
  -reviewed_at: DateTime @1509115842 {#1148
    date: 2017-10-27 14:50:42.0 UTC (+00:00)
  }
  -metakey: ""
  -metadesc: "For physical shops hoping to compete with online retailers, data and biometrics offer new hope. But success is only possible with a razor-sharp focus on the customer experience."
  -robots: null
  -publishedAt: DateTime @1509115842 {#1147
    date: 2017-10-27 14:50:42.0 UTC (+00:00)
  }
  -canonical: null
  -superTag: "Biometrics"
}