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Q4 has always been the most important quarter for retail. But there are holidays throughout the year that require the attention of retailers and manufacturers. Speedy, accurate and flexible execution and audits are needed at a large scale to maximize sales during these important retail holidays and mobility is helping to achieve that. In this webinar, Gigwalk CEO, Bob Bahramipour discusses the implications of holiday audits year-round as well as the benefits to employing a mobile workforce to achieve the required speed, quality, flexibility and coverage to stand out at retail.
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Holiday and Event Retail Execution: How Mobility is
Changing the Game
A Webinar for NARMS
Bob BahramipourCEO at Gigwalk
Important Holidays For Your Clients Happen All Year
Did you know…• Super Bowl spending in 2012 was $11 Billion (the second biggest
time of the year for eating behind Thanksgiving)
• Back to school is the second biggest consumer spending event behind the winter holidays ($83.8 Billion)
• Consumers spent $12.7 Billion on Fathers Day, and $18.6 Billion on Mother’s Day
Retail Execution Effects All Your Clients From Supplier to Retailer
Take grocery for example. What do customers do when they can’t find their product?•50 percent either went to, or planned to visit a different store to purchase the missing item
•38 percent did without the item(s) and planned to look again during a later visit
•14 percent bought a different item at the store instead
•12 percent bought a different size or brand of the item they had wanted
An estimated 25% of these out of stocks are estimated to be in the store, but not on the floor due to issues at retail – They can all be fixed by verifying retail presenceSource: Retail feedback group 2012 Store Experience Survey, GMA
Retail Execution Requires Extra Attention for Holidays
• Speed – React to problems quickly: Holiday windows are shorter
• Accuracy – Making sound judgments and decisions based on accurate data
• Coverage – Get the full retail picture, with no holes for smaller regions
• Flexibility – Last minute changes to optimize and improve your client’s retail execution
Mobility can help you stand out to your clients.
The Time is Ripe for a Disruption
• 63% of workers work at multiple locations throughout the week.
• Retail Services companies cut 30% from their recruitment fees over 1 year
• CPG company achieved 150% improved data accuracy and 30% time-efficiency gains when their service provider switched to mobile recruitment
Sources: Forrester, Demystifying Mobile Workforce June 2011, Gallup, 2012 Gigwalk network statistics, 2012
Mobile store workers are your not only your eyes & ears, but your arms and legs.
Price checksLocal data collection
Real estate reconDisplay confirmation
Store auditsCompetitive intelligence
Shopping experience checks
Resetting shelvesSetting up displays
Removing recalled productsCollecting product samples
Restocking productProduct demos
Technical installations
Eyes & Ears Arms & Legs
SpeedGo above and beyond client expectations with speedy,
actionable results
Traditional: Mobilizing a team of auditors can take weeks – Not
fast enough to fix problems before the holiday window closes
Mobile: mobilize auditors and start receiving data in as little
as a few hours. Have your worker fix problems instantly
AccuracyNever make recommendations to clients based on
incorrect data
Traditional: Difficult to guarantee the results of the work, including
location and accuracy
Mobile: Verify the location and time that the work was completed
using mobile geo-location technology, time stamps, and
shelf photography
“Location Card” – where was your shopper when they did the shop.
CoverageGet the full retail picture for your client – No matter how
small the metro
Traditional: Compete for attention with thousands of other posts on job boards and classifieds during a time when all other retailers are
doing the same thing
Mobile: Augment your current workforce by recruiting from people who live in that area. Jobs are sent directly to their
smartphones
FlexibilityMake changes for last minute client requests faster than
the speed of retail
Traditional: Difficult to communicate last-minute changes or questions, and
therefore optimize your retail execution
Mobile: Communicate questions and changes directly through worker’s phones with instant
message tools
What Mobile Workforces are Not
A Replacement for Retail service firmsHundreds of retail service firms use mobile workforces as a toolbox to get more reliable
data, faster
An Analytics ServiceMobile is a tool for recruitment,
management and payment.
As associate members of NARMs, mobile workforce providers are here to provide a service for retail service companies
How Does it Work?
Step 1.) “Post” the work you need done
Step 2.) Job is transmitted directly to your workers’ phones
Step 3.) An available worker completes the work
Step 4.) Manage your worker as needed
Step 5.) Work is delivered directly to your computer
What Features to Look For?
Accuracy
• Time and location tracking technology for consistent, reliable results
• Management tools – Should allow you to bring your own team on board, and recruit new workers
• Liquidity– High-quality workers available anywhere you have stores
• Control – Give you the level of control you desire. Ability to do more than just report – but fix problems as well
Speed
Verification
Flexibility
