Eric Williams của Toshiba về Lý do Chiến lược Ưu tiên Di động và AI đang Định hình lại Bán lẻ
Consumer expectations have fundamentally shifted. Shoppers now walk into physical stores demanding the same speed, convenience, and personalization they enjoy online, and retailers are scrambling to keep pace. According to Eric Williams, a senior account executive at Toshiba Global Commerce Solutions with nearly three decades of experience in customer relationship management and market strategy, the industry has reached an inflection point where mobile technology and artificial intelligence are no longer optional investments but competitive necessities.
Williams, who helps specialty retailers modernize operations through point-of-sale hardware, software, and services, argues that a mobile-first approach is the most effective way for retailers to bridge the gap between digital and in-store experiences. Toshiba's latest devices, the TCx M7 handheld and the TCx M11 tablet, exemplify this strategy. Built with integrated tap-to-pay, barcode scanning, RFID support, and ruggedized designs, these tools empower store associates to complete transactions, check inventory, and assist customers from anywhere on the sales floor. The travel and lifestyle brand Away has already deployed the devices, transforming how its teams engage with shoppers and manage operations in real time.
Artificial intelligence, Williams says, will be the true game-changer. Toshiba is weaving AI, computer vision, and machine learning into its ELERA Commerce Platform to deliver capabilities such as loss prevention, automated checkout, and personalized recommendations. At NRF 2026, the company showcased how these technologies allow retailers to process data at the edge and scale solutions without overhauling existing infrastructure. The global AI-in-retail market, projected to grow from roughly $14 billion in 2024 to over $76 billion by 2033, underscores the urgency behind this pivot.
Toshiba's mobile and AI push extends across multiple retail verticals, each with distinct requirements. In convenience and fuel environments, speed and reliability are paramount, so Toshiba deploys compact POS terminals and mobile tools optimized for high transaction volumes. Specialty retailers, by contrast, prioritize consultative selling and deeper customer engagement, making tablet-based solutions like the TCx M11 a natural fit. This segment-specific approach, Williams notes, reflects Toshiba's broader philosophy: there is no one-size-fits-all answer in modern retail technology.
The company's momentum is reflected in industry recognition. Toshiba was named a leader in the IDC MarketScape for grocery POS software, and RBR Data ranks it number one worldwide for EPOS installations and self-checkout deployments. In the UK, fashion and homeware retailer Matalan became the first to deploy Toshiba's VisualStore Commerce Platform, enabling store teams to update POS functionality independently without third-party support. The partnership, which includes upgrading roughly 1,800 in-store devices, is expected to reach full rollout by spring 2026.
Looking ahead, Williams emphasizes that retailers must treat technology as a long-term strategic commitment rather than a short-term fix. As consumer expectations continue evolving and AI capabilities mature, the stores that invest in flexible, mobile-first infrastructure today will be best positioned to adapt tomorrow. For Toshiba, the message is clear: the future of retail belongs to those who put mobility and intelligence at the center of the shopping experience.