mobile devices in retail
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Mobile Devices in Retail. An overview of mobile technologies at the 2014 National Retail Federation’s “Big Show”. Mobile Technology has been a part of retail for years. - PowerPoint PPT PresentationTRANSCRIPT
MOBILE DEVICES IN RETAILAn overview of mobile technologies at the 2014 National Retail Federation’s “Big Show”
MOBILE TECHNOLOGY HAS BEEN A PART OF RETAIL FOR YEARSSales and Stock Floor use two-way radios for
communication, wireless inventory scanners, and portable network printers for keeping merchandise properly tagged
Scanners and printers depend on the store having a secure wireless network in place
This network connects to a corporate WAN from which price and inventory information is pushed to and from the stores
CURRENT RETAIL MOBILE DEVICES
InventoryScanners
Sales FloorWalkie Talkies
Portable Printers
NEW MOBILE TECHNOLOGIES IMPROVE EFFICIENCY New handheld scanners
Show inventory at other stores
Can connect warehouse/distribution center info
May connect to Web for more info on products
Answer phone calls Digital Signage
Department locations Promotions Sales Shelf Labels Reduces paper waste Centrally updated
Scalable Store Management Systems Use the same system for
mall kiosks through large chain stores
Add modules, capabilities, as needed
Mobile Point-of-Sale Sales floor, trade & craft
shows Self Checkout and Express
Checkout Mobile Wallets
BYOD/Customer Mobile Devices
NEW MOBILE DEVICES Display Data ESLs
Electronic Shelf Labels Wirelessly update
price, promotion information
Motorola MC40 Integrates radio,
telephony, and inventory info
INTEGRATING CUSTOMER DEVICES Retailer mobile web sites and apps
Pared down, specific information Shopping lists Mobile coupons Inventory view Online ordering
SMS sale notifications Customer self-service
Scanning Mobile checkout
QR codes Mobile wallets
EXAMPLES OF MOBILE SITES AND APPS Michaels Arts and Crafts
Mobile AppMain Page
Mobile WebMain Page
MobileCoupon
EXAMPLES OF MOBILE APPS Target
Mobile Web Mobile App Mobile Menu
NON-BRAND-SPECIFIC RETAIL APPS Coupon-sharing apps
Snip-Snap, Retail-Me-Not, etc. Code Scanners
Barcode Scanners Link to reviews, availability Sell through online marketplaces
QR Scanners Link to manufacturer information, reviews May also link to online marketplaces
TAG Scanner Microsoft’s color code scanner Acts like a QR Scanner for TAG-coded items
Product review sites
TRACKING IN-STORE CUSTOMERS Uses include
Store merchandise display management Loss Prevention Push notification of specials Analytics – What are customers looking at,
versus what are they buying, and at what price point?
Done with WiFi beacons (video)
Public WiFi Bluetooth beacons Activated by consumer apps
ASSOCIATE MOBILE DEVICES Company owned devices
Inventory, price, location; sale completion Interstore ordering and cross shipping Associate task notification
Customer movements (as seen by cameras, beacons) Customer “Call buttons”
Personal devices Usually not allowed on sales floor, but essential to
provide excellent customer service Bing/Google research obsolete products to suggest
similar ones Pinterest to demonstrate ideas for using the store’s
products YouTube and blogs for instructions and techniques
Remote access for store and district managers
THE MODERN CASH REGISTERPoint of Sale System
(POS)Computer-based
(software)
Barcode scanner
Cash drawer
Card swipe
Receipt printer
PAYMENT PROCESSING
A separate system and/or service may be used to verify card payments
Verification requires robust, secure communication (either telephonic or Internet) between the service, the payment processing terminal, and the POS terminal
HOW THE CASH REGISTER WORKS The POS system (software) controls the
opening and closing of the cash drawer for cash sales
The Payment Processing Terminal processes non-cash payments and sends approval or denial messages to the POS
A receipt is printed upon acceptance of payment
CASH REGISTER OF THE FUTURERevel SystemsiPad-based POSsystem
Verifone PWM e410iPod-based paymentprocessing system
UPDATED COMPONENTS Mobile POS software (e.g., Vend) Tablet-based POS terminals (e.g., HP MX10) Ultra-small USB and Bluetooth barcode
scanners
UPDATED WORKFLOW The POS still controls the cash drawer Mobile payment processing peripherals fit onto
tablet-based POS terminals Terminals also accept mobile-wallet payments Customers are offered e-mail receipts
Physical receipts may still be available E-mail addresses are harvested for customer
loyalty programs
ISISNFC Mobile WalletPayment Terminal
MOBILE PAYMENTS Mobile Device as Payment Processing Terminal
Square, Pay Anywhere, PayPal Here, Intuit, etc. Swipe credit cards, connect to payment processing systems Requires network connection
Payment Processing Cradles Fit over iPhones or iPads More stable swiping technology Integrate into store’s secure networks
Mobile Wallets PayPal Mobile, Amazon, Google Wallet Powered by connections to bank accounts, traditional credit cards
NFC (Near Field Communication) Wallets e.g., ISIS Connects to specific bank cards, manages bank cards Uses NFC chip, secure layer, and password Tied to specific device Hover to pay
SUMMARY From before you walk into the store until well
after you walk out, mobile devices are hard at work to bring you the magic of finding what you want, when you want it, letting you pay by a variety of methods, and minimizing the time you need to wait for service