Personalization is key to delivering memorable shopping experiences. Mobile engagement offers retailers a new way to increase shopper intimacy and differentiate their brand. What if shoppers could receive personalized communications and offers from a nearby store? What if once inside they could access product information and incentives, comparison shop, and contact an associate - all on their mobile device? This session will focus on how retailers can redefine the brick-and-mortar shopping experience with levels of personalization, information access and convenience comparable to that found online and complemented by enhanced levels of customer service and real-time promotion.

1. Redefining
The
Shopping
Experience
With
Mobile
Engagement
Presented by Session sponsored by

2. #CCSeries13
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
www.retailtouchpoints.com/connected-consumer-2013

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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

7. REDEFINING THE SHOPPING
EXPERIENCE WITH
MOBILE ENGAGEMENT
MICHELLE MARIAN, RETAIL VERTICAL LEAD, NORTH AMERICA

8. 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?

9. 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

10. AGE DEMOGRAPHIC TRENDS
FOR 2012 HOLIDAY SHOPPING SEASON

11. 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
purchaseAND RISING
Motorola Shopper survey 2012

12. MOBILE APPS HELP
DRIVE PURCHASE DECISIONS
Source: eMarketer

14. 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

15. 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”

16. 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

17. PERSONALIZING THE
SHOPPING EXPERIENCE
Guest Access
Presence
Customer Touchpoints
Incent Shoppers
Offer Strategy
Customer Profiling
Offers and Messages
Greeted and Enabled
Shopper Applications

18. 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”

19. PERSONALIZED ASSISTANCE ADVANCED ASSISTANCE
Provide context-driven personal assistance,
Real time and relevant
IN STORE
PERSONALIZED ENGAGEMENT

20. 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

21. 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

22. 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

23. 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
1
2
3
4
5
6
7
8
1
2
3
4
5
6
7
8
NEAR
STORE
IN
STORE
CHECK
OUT
POST
PURCHASE
HOW CAN YOU POSITIVELY IMPACT
THE SHOPPER AT EVERY
TOUCH POINT?

24. 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

25. 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

26. CONTACT AND RESOURCES
Michelle Marian, Retail Vertical Lead
North America Customer Solutions
Motorola Solutions
Michelle.Marian@motorolasolutions.com
Learn more at:
www.motorolasolutions.com/retail

27. #CCSeries13
Q&A

28. #CCSeries13
Q&A
//
Panelists
Michelle Marian
Retail Vertical Lead,
NA Customer Solutions
Motorola Solutions
MODERATOR
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

29. #CCSeries13
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
The next Connected Consumer Series session…