redefining the shopping experience with mobile engagement
TRANSCRIPT
Redefining The Shopping Experience With Mobile
Engagement
Presented by Session sponsored by
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About CCS 2013
ü 9 Webinars, 4 Days
ü Sessions covering Mobile,
Social, Store Ops,
X-Channel, and more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
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BrightTALK
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Today’s Panelists
Michelle Marian Retail Vertical Lead, NA Customer Solutions Motorola Solutions
MODERATOR
Debbie Hauss Editor-in-Chief Retail TouchPoints
REDEFINING THE SHOPPING EXPERIENCE WITH MOBILE ENGAGEMENT
MICHELLE MARIAN, RETAIL VERTICAL LEAD, NORTH AMERICA
CHALLENGES FACING RETAILERS 1. My customers know more than my associates know when they walk into the store. How can I equip my associates to be on an equal level?
2. How can I begin to take payment from other places within the store and remove POS lanes?
3. How can I bring online metrics/capabilities to the in-store experience?
4. Should I offer public Wi-Fi?
5. How do I offer the same level of service in urban footprints?
6. Location of customers or awareness that they’re in the store?
7. How do I offer my customers a personalized experience?
INFORMATION TECHNOLOGY
SUPPORT ALL BUSINESS NEEDS EVALUATE, DEPLOY, MANAGE & MAINTAIN SYSTEMS AND TECHNOLOGY
STORE OPERATIONS CUSTOMER SERVICE
MANAGER PRODUCTIVITY & EFFICIENCY
EMPLOYEE EFFECTIVENESS
LOSS PREVENTION
MARKETING BRAND EXPERIENCE
SHOPPER LOYALTY COMPETITIVE DIFFERENTIATION
SALES ENABLEMENT
SUPPLY CHAIN INVENTORY MANAGEMENT
VISBILITY EFFICIENCY
REGULATORY COMPLIANCE
PCI/SOX/SAFETY SUSTAINABILITY
DATA SECURITY
CHALLENGES FACING RETAILERS
AGE DEMOGRAPHIC TRENDS FOR 2012 HOLIDAY SHOPPING SEASON
GENERATION Y USE THEIR MOBILE DEVICE TO SHOP
LIKELY TO ACCESS GUEST WI-FI
Handsets shipping that will be Wi-Fi enabled
Big Box and anchor tenant retailers offering free in-store Wi-Fi to shoppers
Increased likelihood that a shopper using a mobile device in-store will make an in-store purchase AND RISING
Motorola Shopper survey 2012
MOBILE APPS HELP DRIVE PURCHASE DECISIONS
Source: eMarketer
KNOW WHO IS IN THE STORE AND COMMUNICATE WITH THEM
MESH CHANNELS. ALIGN THE SHOPPER’S ONLINE EXPERIENCE WITH THEIR IN-STORE EXPERIENCE
USE IN-STORE LOCATIONING TO TAILOR ENGAGEMENT
USE ANALYTICS TO REFINE THE SHOPPER EXPERIENCE
PROVIDE SECURE ACCESS TO ANYONE IN YOUR BRICK AND MORTAR STORE ENVIRONMENT
RECONNECTING WITH TODAY’S SHOPPER
OPTIMIZE YOUR STORE NETWORK TO DELIVER VALUE-ADDED RICH-MEDIA TOOLS
Greet shopper early & provide assistance Track purchase intention across retailers In-mall & in-store navigation guides shoppers Locationing and video analytics assesses dwell time to detect customer needs
MALL WI-FI PORTAL AND PARKING ANALYTICS
VIRTUAL ASSISTANT w/ AUGMENTED REALITY
MULTI-STORE PORTAL ACCESS AND ANALYTICS
DWELL TIME SENSING FOR WORKER RESPONSE
“PARKING AVAILABLE IN LOT 3”
“WHERE CAN I GET LUGGAGE?”
“SHOPPING LIST RETRIEVED…”
“HMMM…NOT SURE WHAT I NEED”
Shoppers build and maintain shopping lists that are accessible anywhere, update automatically and reward loyalty
Shopper identified and retailer engages in the journey as soon as they set foot in the store
Provide product details in app with promotions and incentives in context of real time shopper activity
Analytics used to understand shopper behavior, improve service and optimize shopping environment
SHOPPING LIST
PRESENCE PERSONAL ASSISTANT
POST PURCHASE
SHOPPING CART Full function shopping cart with scan triggers, running totals, real time incentives, and expedited checkout
PRODUCT INFO LOOKUP
Access assistance from in-store associates with the press of a button within the retailer’s application
PERSONALIZING THE SHOPPING EXPERIENCE
Guest Access Presence Customer Touchpoints
Incent Shoppers Offer Strategy Customer Profiling Offers and Messages
Greeted and Enabled Shopper Applications
Seamless communication & response A trusted platform for customers to share their thoughts Shoppers can find products and receive offers Offers & coupons provided at the right time and location for use
REAL-TIME ASSISTANCE FROM MALL OR STORE
PRODUCT AVAILABILITY & SPECIAL OFFERS
CUSTOMER PRODUCT & STORE REVIEWS
CROSS-RETAILER COUPON STORAGE
“LET’S SCHEDULE A DELIVERY” “CUSTOMERS RATED IT 5-STARS”
“TAKE ADVANTAGE OF THIS OFFER” “YOU SAVE $42.50 WITH COUPONS”
PERSONALIZED ASSISTANCE ADVANCED ASSISTANCE
Provide context-driven personal assistance, Real time and relevant
IN STORE PERSONALIZED ENGAGEMENT
INFORMATION AT SHOPPER’S FINGERTIPS
Easy access to product details
More information than available on shelf or product packaging
Shopper can make more informed decision
IN AND OUT OF STORE PRODUCT INFORMATION LOOKUP
SHOWROOMING AS AN OPPORTUNITY
Shopper Searches Prices, Ratings and Reviews, etc.
Engage Shopper in Real Time
Analyze Traffic In Store Activity
Understand Key In Store Wi-Fi Usage to Drive Future Experiences
Search Behavior Top Retailers Top Products
Shopper enters the store to look for item they have priced online to check out the features
Wireless network can detect shoppers presence
WLAN Analytics Associate via Mobile Workforce Management that shopper has been idling in front appliances
SHOPPER WLAN ASSOCIATE MOBILITY
INVENTORY & APPS
Associate scans item to accesses product catalog to respond to shoppers question about item. Associate accesses online competitors price and performs a Price Match
ANALYTICS & MWM
Associate is alerted on their mobile device that shopper requires assistance and is loyalty customer and goes to assist
Samsung Stackable Machine $909.00
USE INSIGHT TO DRIVE ACTION AND IMPROVED RESULTS
TRIP PLANNING
INCREASE BASKET SIZE, TARGETED OFFER MANAGEMENT
IMPULSE PURCHASES, ON THE SPOT ASSISTANCE
CONSISTENCY ACROSS MULTIPLE CHANNELS RETAILER BACK END SYSTEM INTEGRATION
ACCURATE STORE PERFORMANCE, STORE ANALYTICS
INCREASED LOYALTY, ROBUST AND SECURE ARCHITECTURE
INCREASED ASSOCIATE PERFORMANCE, SHOPPING CART & PERSONAL ASSOCIATE
IMPROVE STORE SALES, UTILIZE REAL-TIME TRIGGERS
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NEAR STORE
IN STORE
CHECKOUT
POST PURCHASE
HOW CAN YOU POSITIVELY IMPACT THE SHOPPER AT EVERY TOUCH POINT?
WHAT’S REQUIRED?
Robust Customer Wi-Fi • Full store coverage and monitoring • Parking lot too? • Proper security
A Smart Phone Application
• With good reasons to use it
Excellent Analytic Software • Human analytics
KNOW WHAT YOUR SHOPPERS WANT, BEFORE THEY DO.
CONNECTING WITH SHOPPERS
YOU ASK ASSOCIATES TO DO MORE THAN EVER. WITH THE RIGHT TOOLS, THEY CAN.
ENABLING ASSOCIATES
WHEN I.T. DOESN’T HAVE TO DO EVERYTHING, THEY CAN DO ANYTHING.
EMPOWERING IT
HELPING RETAILERS BUILD EXPERIENCES WITH TECHNOLOGY
CONTACT AND RESOURCES
Michelle Marian, Retail Vertical Lead North America Customer Solutions Motorola Solutions [email protected] Learn more at: www.motorolasolutions.com/retail
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Q&A
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Q&A // Panelists
Michelle Marian Retail Vertical Lead, NA Customer Solutions Motorola Solutions
MODERATOR
Debbie Hauss Editor-in-Chief Retail TouchPoints
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Mee=ng The Needs Of The Cross-‐Channel Shopper Tomorrow, 12 PM ET / 9 AM PT
Thank You For Joining Us
www.retailtouchpoints.com/connected-consumer-2013
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