Retail innovation with mobile technology in store

RETAIL INNOVATION WITH MOBILE TECHNOLOGY

RETAIL | DIGITAL | END TO END


C O N T E N T S• ABOUT ME• THE DIGITAL & MORTAR LANDSCAPE• THE USE CASES• BROWSING

• LOCATION BASED

• PAYING

• STAFF ENABLEMENT & PRODUCTIVITY

• KEY TAKEAWAYS


ABOUT ME• I run retail-innovation.com.

with 450 visitors per day.

• I’m REPL’s Digital Director. I joined in October.

• I’m famous for putting digital in store at M&S

• I’ve worked for /with a number of big name retailers in my career.

• I’ve worked with the web since it all began.


RETAIL IS IN THE BLOOD


DIGITAL STORES INTERNATIONAL

DIGITAL STORES UK

CATEGORY SPECIFIC INNOVATIONS

M&S.COM REPLATFORM (UK)

MY WORK AT MARKS & SPENCER


ABOUT REPL DIGITAL• We’re a specialist in bringing digital into

store

• UK based; 160 employees

• We have a mobile platform which enables store staff to be more productive.

• We’ve been innovating in the mobile in store space since 2011 and work with over 30 retailers worldwide including: -


THE DIGITAL & MORTAR LANDSCAPE


THE WAY PEOPLE BUY IS RAPDILY CHANGING

• There is an adjustment taking place in the market between bricks & digital.

• UK store footfall has been declining.

• Digital influence on purchase continuing to rise and mobile/tablet main drivers. Usage continuing steep trajectory.

• Delivery costs rising and online pure-play retailers going out of business.

Source: BI Intelligence

Device usage growth


CUSTOMER SERVICE IS KEY

• Customer expects online and offline assistants to be knowledgeable.

• There are significant up-sell & cross-sell opportunities.

• Store staff should use mobile digital tools to keep them on the pulse.

• Customers use devices for self-service in store; comparing products/prices, getting advice from friends & taking photos.


Attractingthe customer

into store

Create great customer

experience

Convert the opportunity

Staff enablement & productivity

Reduce staff turnover

FOOTFALL

Increase Net Promoter Score

Increase customer satisfaction Improve product availability

Increase staff on shop floor

Increase conversion

Increase time spent in store

Increase averagebasket size

Improve staff productivity

DRIVING THESE KPI’S FIT INTO 4 INITIATIVES

Increase visitorsinto store

HOW SHOULD YOU PRIORITISE YOUR INVESTMENT?

AVERAGE SPEND COSTS PROFIT


THE USE CASES


BROWSINGUSE CASES


GETTING PRODUCT INFORMATION

Customers using mobile to identify product and find out more, like, add to wish list or order.

BEACONS ON PRODUCTS

IMAGE RECOGNITION

NFC ON SHELF EDGE

USE CASE

In the following video, Macy’s demonstrate how you, as a retailer can engage the customer as they interact with products.

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/ibeacon-trial-at-macys/

USE CASE

In the following video, SES & Wincor demonstrate how the customer can get product information from shelf edge labels.

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT https://youtu.be/n8v8RZ9ZnXs

• In the following video, Hointer display one of each product and you order your size to the changing room.

USE CASE

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/us-retailer-hointer-uses-robots-to-deliver-your-selections-to-the-fitting-room/


17

LOCATIONUSE CASES

MOBILE NAVIGATION

• Technology pilots appeared in 2011 at Macys. Very few other examples.

• Cost prohibitive – requires indoor receptor and non food retailer not likely to hold digital planograms.

• However, new WI-FI points soon to be replacing end-of-life kit. These can triangulate customer location. Additionally as more retailers dispatch from store, digital planograms may start to be created.

Location Based Targeting

• Who knows where you are?– Google location history has been

charting where you are going.– Handset Manufacturers, mobile

operators can also track you– Apps using geo-location services

• Use Case– Customers can search for

product/service nearby. – Real-time bidding retailers

promote products/services if nearby.

Use Case

In the following video, Telefonica demonstrate how you, as a retailer, can source data on how crowds are moving.

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/telefonica-provides-real-footfall-data-to-retailers/


Crowd-sourced delivery

What is it?Delivery drivers bid to deliver a parcel like Uber Taxis.

How will it be used?Retailers dispatch from store using quickest, most efficient delivery mechanism

Who’s working on it?

• In the following video, Meat Pack disrupt your shopping journey with a live offer

Use Case

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/mobile-app-that-hijacks-you-from-a-rival-store/


PAYINGUSE CASES


PAY ANYWHERE

• Through use of mobile, customers can be given more convenient places to order & pay.

• Hospitality has had many successful trials whilst retailers still experiment.

PAY IN CAR SHOP & GO

PAY AT TABLE PAY IN STADIUM

In the following video, PowaTag demonstrate how you can order & pay with one click in new places

USE CASE

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/one-touch-purchase-for-everything-you-see/


PAYING WITH A DEVICE

Mobile is enabling customers to pay with their devices at the Point-of-Sale

PAY BY WATCH PAY BY PHONE

CHECK-IN & PAY

The following video demonstrates how ApplePay will work on the Apple Watch.

USE CASE

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/apple-pay/


STAFF ENABLEMENT & PRODUCTIVITY

Assisted Selling in store

• Drives significant incremental sales often rescuing sales that would have been lost.

• Allows colleagues equipped with product information on device to take orders / answer enquiries on shop floor.

• Opportunities to cross-sell /up-sell through existing online relevance tools

• Most large retailers are trialing or about to. Macys and M&S were early adopters.

Workforce Management in store

Mobile is also being used to manage and report status on operational tasks like managing staff rotas & carrying out head-office instructions etc...

Social Collaboration / Communication

• Mobile makes colleagues more productive on shop floor.

• Tools can open dialogue between colleague in store, peers in other stores and head office.

• Opens feedback loop that • Successful trials in M&S,

Arcadia

The following video demonstrates how Tesco use social platforms to connect their staff.

USE CASE

PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT https://youtu.be/cdUNlQHgoak


KEY TAKEAWAYS

Key Takeaways

• Store footfall continues to decline as device usage grows.• There are several core KPIs that mobile can improve.• Mobile technology has potential to enhance in store

shopping experience through: – Location based marketing in store or attracting you into store– Removing friction from payment process– Providing fast/efficient delivery from store to home– Making colleagues better sales people – Making colleagues more productive and better

connected/informed


END

RETAIL INNOVATION WITH MOBILE TECHNOLOGY