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Retail innovation with mobile technology in store

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This presentations walks you through some of the retail innovation in stores done using mobile technology. This includes colleague tools as well as the customer's mobile.

These slides were presented at the Etail & Home Delivery World Conference 2015 in London.

Publié dans : Technologie
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Retail innovation with mobile technology in store

  1. 1. RETAIL INNOVATION WITH MOBILE TECHNOLOGY RETAIL | DIGITAL | END TO END
  2. 2. 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
  3. 3. RETAIL | DIGITAL | END TO END 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.
  4. 4. RETAIL | DIGITAL | END TO END RETAIL IS IN THE BLOOD
  5. 5. RETAIL | DIGITAL | END TO END DIGITAL STORES INTERNATIONAL DIGITAL STORES UK CATEGORY SPECIFIC INNOVATIONS M&S.COM REPLATFORM (UK) MY WORK AT MARKS & SPENCER
  6. 6. RETAIL | DIGITAL | END TO END 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: -
  7. 7. RETAIL | DIGITAL | END TO END THE DIGITAL & MORTAR LANDSCAPE
  8. 8. RETAIL | DIGITAL | END TO END 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
  9. 9. RETAIL | DIGITAL | END TO END 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.
  10. 10. RETAIL | DIGITAL | END TO END Attracting the 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 average basket size Improve staff productivity DRIVING THESE KPI’S FIT INTO 4 INITIATIVES Increase visitors into store HOW SHOULD YOU PRIORITISE YOUR INVESTMENT? AVERAGE SPEND COSTS PROFIT
  11. 11. RETAIL | DIGITAL | END TO END THE USE CASES
  12. 12. RETAIL | DIGITAL | END TO END BROWSING USE CASES
  13. 13. RETAIL | DIGITAL | END TO END 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
  14. 14. 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/
  15. 15. 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
  16. 16. • 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. 17. RETAIL | DIGITAL | END TO END 18 LOCATION USE CASES
  18. 18. 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.
  19. 19. 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.
  20. 20. 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/
  21. 21. RETAIL | DIGITAL | END TO END 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?
  22. 22. • 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/
  23. 23. RETAIL | DIGITAL | END TO END PAYING USE CASES
  24. 24. RETAIL | DIGITAL | END TO END 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
  25. 25. 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/
  26. 26. RETAIL | DIGITAL | END TO END 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
  27. 27. 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/
  28. 28. RETAIL | DIGITAL | END TO END STAFF ENABLEMENT & PRODUCTIVITY
  29. 29. 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.
  30. 30. 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...
  31. 31. 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
  32. 32. 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
  33. 33. RETAIL | DIGITAL | END TO END KEY TAKEAWAYS
  34. 34. 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
  35. 35. RETAIL | DIGITAL | END TO END END RETAIL INNOVATION WITH MOBILE TECHNOLOGY

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