This category refers to any space where consumer-based commerce transacts. This can be a brick and mortar store or a pop-up kiosk. Additionally, this category refers to why we include financial institutions and marketing fields in this area. These include traditional banking services and insurers, but also leisure and hospitality services. Retail IoT impact is already in process, with the goal of lowering sales costs and improving customer experience. This is done with a myriad of IoT tools. For simplicity in this book, we also add advertising and marketing to this category. 

This segment measures value in immediate financial transactions. If the IoT solution is not providing that response, its investment must be scrutinized. This drives constraints on finding new ways to either save costs, or drive revenue. Allowing customers to be more efficient allows retailers and service industries to move customers quickly, and to do so with less staffing resources.