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ow Can Mobile Change the Customer and Associate Experience? Your consumer app is "table stakes" in today's world. Consumers have a level of expectation of the functionality of your mobile application - and this expectation typically crumbles when they walk into your retail environment. The benefits for mobile use within store operations are not to be overlooked. If you're like other retailers: Your associates aren't armed with nearly the same quality of tools as the customers in their aisle Your store and district management still perform tasks via cumbersome and error-prone paper processes Associate to associate, store to store, and corporate to store communication create disconnects for your customers You see the huge potential for mobile use for store operations - but are unsure where to start Join Eric Carlson, co-Founder of Propelics, to learn more about mobile use cases within store operations and how to get moving on this great opportunity. Watch this information packed webinar to learn: Market trends in Enterprise mobile app use in retail Objectives for retailers today - moving beyond consumer apps Most effective use cases for retail store ops How to quickly establish a mobile strategy and identify great mobile use cases for your employees
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Welcome. @propelics
We will begin at 1:02pm EDT!
Mobile Strategy for Retail: Moving Beyond Consumer Apps June 13th, 2013
Propelics Background – About Us
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• 15+ year track record • Fortune 500 clients • Global experience • 100% focused on mobile
for the Enterprise • San Jose, Boston,
Pittsburgh
Propelics creates mobile strategies and world class Apps for the Enterprise.
Trusted by companies like yours:
• Enterprise Mobile Strategy Services Enterprise Mobile Strategy Mobile App Portfolio Mobile App Scoping & Planning IT Readiness for Mobility BYOD and MDM Strategy Innovation through visualization Center of Excellence Creation
• Mobile Advisory Services Mobile Mentoring Executive Education Speaking Engagements
• Mobile App Development UX Design Onshore and Offshore App Development Mobile App Architecture Prototype Factory
What We Do
Eric Carlson: Propelics Partner
Eric is a seasoned leader with a keen eye for emerging technologies. He is well respected in both technical and businesscircles, due to his ability to match up the right amount of technology "geekiness" with business understanding to craft truly unique solutions.
As a seasoned executive, with startups through successful exits to his name, Eric has the experience to advise companies on the discipline and objective approaches that are needed to turn ideas into reality.
#mobilestrategy"
eric@propelics.com @ericjohncarlson
Agenda!
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• Market Trends & Objectives for Retailers Today • Effective Use Cases for Retailers
• How to Quickly Establish a Mobile Strategy
• Q&A
Missed your topic? propelics.com/lets-talk!
Mobile will create a fundamental shift in how retailers run their business.
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• The Early Days • Shopkeeper 1:1 relationship with consumers
• Small stores, small # of skus, personal recommendations
• Self Service Retailing • Mini-warehouses of product choice, decision making shift
• Tremendous efficiencies, passive role in product selection – less consumer interaction
• Placement of items and path of shoppers dictated lift
• Active Retailing
The Shifts of Retailers
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Identifying Methods for Technology to:
• Provide a better understanding of what consumers want as they come through the door
• Provide store associates the ability to use all corporate available information to assist these customers
• Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying
Our Objectives in Active Retailing
Q: How do we truly leverage mobility?
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Identifying Methods for Technology to:
• Provide a better understanding of what consumers want as they come through the door
• Provide store associates the ability to use all corporate available information to assist these customers
• Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying
Our Objectives in Active Retailing
Mobile is changing how consumers interact with retailers (in-store or not).
Mobile Use Will Accelerate Source: StatCounter Global Stats, 5/13. Note that PC-‐based Internet data bolstered by streaming
The Methods of Interaction Are Changing
Source: Google, Mobile In Store Research, May 2013
82% of shoppers use search engines when researching in-store!
1in 3 shoppers use their
smartphones to findinformation instead of
asking store employees.
Source: Google, Mobile In Store Research, May 2013
The App Reboot
Retailers are identifying where consumer mobile apps fit into their strategy
• Rush to App delivery created poor representation • m. showing higher eCommerce usage (8% à 11%) • Strategic Alignment to In-Store Strategy? • Customer or experience differentiation? • Turn “showrooming” into an advantage? • Why will they use it?
Source: ComScore, June 2013
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Self-Service Thinking: • In-store navigation / shopping lists / coupons • As a key to loyalty / rewards program • Gift registry creation or fulfill • Self-checkout / Mobile wallet Active Retailer Thinking: • Using alternative channel browsing and interest history
to produce in-store recommendations/incentives • Consumer paths in-store • Is this enough to build a rewarding in-store experience?
Rebooting the Consumer App
To Be Continued…
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Identifying Methods for Technology to:
• Provide a better understanding of what consumers want as they come through the door
• Provide store associates the ability to use all corporate available information to assist these customers
• Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying
Our Objectives in Active Retailing
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Stimulus! Share Exposed! Times per Trip! Seconds per Exposure!
End aisle display! 100%" 15.5" 5.8"
Free-standing display! 100%" 9.0" 4.0"
Display bins! 97%" 4.2" 3.3"
Floor ads! 91%" 2.9" 2.4"
Product pallet! 85%" 2.1" 4.9"
Shelf ads! 62%" 4.9" 2.5"
Coupon dispensers! 50%" 3.9" 3.0"
Store staff! 6%" 1.5" 45.0"
Video or interactive displays!
3%" 8.0" 2.5"Source: Inside the Mind of the Shopper, Herb Sorensen
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Stimulus! Share Exposed! Times per Trip! Seconds per Exposure!
End aisle display! 100%" 15.5" 5.8"
Free-standing display! 100%" 9.0" 4.0"
Display bins! 97%" 4.2" 3.3"
Floor ads! 91%" 2.9" 2.4"
Product pallet! 85%" 2.1" 4.9"
Shelf ads! 62%" 4.9" 2.5"
Coupon dispensers! 50%" 3.9" 3.0"
Store staff! 6%" 1.5" 45.0"
Video or interactive displays!
3%" 8.0" 2.5"Source: Inside the Mind of the Shopper, Herb Sorensen
Mobile is creating opportunities for store associates to rebuild trust with customers.
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Provide store associates the ability to use all corporate available information to assist these customers
• Ending the information divide between customer online and in-store personas
• Closing the physical dividebetween the associate and theinformation required
At the Point of Interaction
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• Customer Steward – Stock & product information, check customer orders, order store-to-store or store-to-home, gift registry, loyalty sign-up
• Efficiency – Mobile PoS (line breaking), perform check-out in-aisle, paperless receipts
• Communication – Weekly, daily, real-time notifications, VOIP, augmenting the store portal
• Notifications – Truck at dock, corporate to employee alert (safety, closures)
• Employee – Self-service, training, HR processes
Common Use Cases for Associates
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Stimulus! Share Exposed! Times per Trip! Seconds per Exposure!
End aisle display! 100%" 15.5" 5.8"
Free-standing display! 100%" 9.0" 4.0"
Display bins! 97%" 4.2" 3.3"
Floor ads! 91%" 2.9" 2.4"
Product pallet! 85%" 2.1" 4.9"
Shelf ads! 62%" 4.9" 2.5"
Coupon dispensers! 50%" 3.9" 3.0"
Store staff! 6%" 1.5" 45.0"
Video or interactive displays!
3%" 8.0" 2.5"Source: Inside the Mind of the Shopper, Herb Sorensen
Mobile has the ability to significantly change how we manage and support retail stores.
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Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying
• Permanently out of the back room and on the floor
• Ensuring we’re able to efficientlyperform store support processes – reducing non value-add tasks
Managing the Store and Employees
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• Store Objectives – End cap and shelf layout, seasonals, augmented reality, store audits, QA/QC
• Efficiency – Mobile PoS (line breaking), visibility to customer requests, associate app monitoring & request for help
• Communication – Communication to staff/DM/corporate, finding people for open shifts
• Notifications – Manager to employee alerts (safety, closures)
• Employee – Associate on-boarding, training & certifications
Common Use Cases for Store Managers
Example: Family Dollar
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• Poor utilization, non-actionable data • Version 1 was to “App the current
process” • Less utilization than paper • Enhancements:
• User Experience • GPS, image capture • Differences in status
• 85%+ utilization • Data spurring
Store Ops engagements
Example: Family Dollar
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• Store Information – Store inspector, hours, contacts, location, services, status
• Store Analytics – Visibility to staffing, store performance dashboards, audit actions
• Store Objectives – Auditing and compliance (multiple)
• Communication – Communication to staff/corporate • Employee – Associate and store management on-
boarding, training & certifications
Common Use Cases for District Managers
We’re Just Getting Started.
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• Store Specialists – Additional audits, store communication and coordinating visits
• Real Estate – Regional and site surveys and identification, share and annotate CAD with Store Dev
• Store Development – “Store in a Box”, program management, vendor scheduling/communication, CAD annotation, photo capture, fixture order/change
• Merchandising – In-store QC, Quick info on Lot #, status reporting, store visit reports, market basket pricing, competitor pricing, vendor contacts
Opportunities Throughout the Process
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• Loss Prevention – View negative transactions (refund, void), field audit, pool point adjustments, audio/video recording of LP cases, alarm activity, access in-store camera
• Manufacturing/QA – Process management, audits, QA/QC (a whole other webinar)
• Distribution Centers, Logistics, Business Continuity, Product Development, Supply Chain, HR, Finance
Opportunities Throughout the Process
Where To Begin?
Business Drivers
Market Opportunity
Innovation Strategy & Alignment
Mobile Strategy & Prototype: Approach
Action Plan
Recommend
Use Case Risk
Analysis
Use Case identification
Innovation through
visualization
Business &
IT Roadmap
Stage I: Direction Setting
Stage II: Ideation, Assessment, Risk Analysis, Visualization
Stage III: Roadmap & Next Steps
App Portfolio
Mobility Strategy: Details
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• Define the Vision • A Day in the Life – Visits with key roles/associates/etc. • Business Metrics
• Associate experience • Business model simplification • In-store customer efficiency • Supply chain action response time • etc.
• Innovation Environment • Disruptive change and opportunity within mobile • Review of market trends • Retail specific innovation • Innovation from other industries
• Innovation influence • Primary: Employees, distributors, suppliers, leadership, partners, etc. • Secondary: Customer interaction via associate channel
Mobility Strategy: Details
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• Identification of scenarios • Ideation Framework • Simplification of process • Elegance in customer interactions • Reduction of complexity – data,
requirements • Primary business value
driver and actor for each scenario • Associates • Store Manager • District Manager • Executives • LP, Merch, Specialists... • etc.
Ideation Framework
Scenario Matrix – Ranking
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Building a Roadmap of Mobile Opportunities!
- Impact to Core Metrics!- Process Innovation!
- Readiness!- Level of Effort!
App Portfolio
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Scenarios à Groupings à Modules à Applications
Prioritization of Apps & Functionality!
Mobile strategy for consumers is just the beginning.
Propelics Kickstarts
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Propelics Special Offer
Free 1 Hour Mobile Advisory Call
info@propelics.com 888-405-2820
Mobile App Roadmap Kickstart
Mobile App Scoping & Planning
Mobile Center of
Excellence
Mobile App Rapid
Prototyping
IT Readiness for Mobile Kickstart
Prototype Factory
Thank you (Q&A)
@propelics
• Innovation Focus
• Engaging Process
• Mobility Centric
• Experience Across Industries
• Enterprise Solutions
• Advisors, Strategists, Implementers
• Strategy at the Pace of Mobility
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