The ROI of Empowering Associates Through In-Store Mobility


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Today’s consumers have more choices and more control than ever before. They will not tolerate less-than-stellar customer service, because they can reach into their pockets and check product reviews, prices and even purchase nearly any product in real time from an online retailer.

So what can retailers do to up their game when it comes to customer experience? By equipping store associates with mobile devices used to build relationships, not simply process transactions, retailers can have a significant impact on transaction size, conversions and even overall traffic, leading to incremental increases in sales.

In this upcoming webinar, Scott Pearson from Retaligent and Danya Rielly from Raymark will discuss the ways retailers can use mobile technology to improve store operations, boost associate productivity and empower every store associate to provide outstanding levels of customer service. Topics will include: clienteling, mobile POS and a focus on the ROI and competitive advantage that specialty retailers can attain by employing mobile clienteling.

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The ROI of Empowering Associates Through In-Store Mobility

  1. 1. The ROI of Empowering Associates with In-Store Mobility Webinar Sponsored by #Mobility
  2. 2. Follow This Webinar On Twitter #Mobility #Mobility
  3. 3. Panelists Scott Pearson Danya Rielly CEO, Retaligent Product Marketing Manager, Raymark a Raymark Company MODERATOR #Mobility Debbie Hauss Editor-in-Chief Retail TouchPoints
  4. 4. Presented by
  5. 5. Today’s brick-and-mortar retailers are using technology to: Remain Competitive Exceed Customer Expectations Build Memorable Customer Experiences Provide Outstanding Service Grow Customer Relationships
  6. 6. Despite the hype, online sales only represent 5.8% of overall US retail sales.
  7. 7. 1 Why is in-store mobility important? 2 What solutions are being considered? 3 How to best implement a retail mobility strategy. 4 What the future holds…
  8. 8. Why Mobility, And Why Today?
  9. 9. Most Likely to Own Multiple Connected Devices 72% Adoption Rate for Smartphones Most Likely to Own an iPhone GEN Y
  10. 10. Shopping habits are changing 82% of smartphone shoppers use search engines while shopping in the store 34% of consumers investigate purchases online, before purchasing off-line 25% Frequent mobile shoppers spend 25% more in-store SOURCE: Google Think Research Studies April 2013
  11. 11. 80% of companies believe they deliver a superior experience to their customers. 8% of companies deliver a superior experience, according to customers. SOURCE: BAIN & COMPANY SOURCE: BAIN & COMPANY
  12. 12. Consumers overestimated and sales associates underestimated transaction times. - Association for Consumer Research
  13. 13. Customers state that 20% of products they want are out of stock, but inventory management systems state that only 2-3% of products ever run out before being replenished. SOURCE: HBR.COM
  14. 14. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
  15. 15. “There’s been a shift from retailers pushing goods to consumers being able to pull what they want from a variety of different places that didn’t exist five years ago. Retailers are recognizing that their key differentiator could be that person standing in the store.” Alison Paul, retail consultant for Deloitte as quoted by Time Magazine
  16. 16. “Provide sales associates with powerful mobile devices to build relationships, not just execute transactions.” SOURCE: LUXURYSOCIETY.COM
  17. 17. Like a Fish in Water: Using Mobile Technology Benefits Adoption and Training Speed
  18. 18. 48% of retail employees are not very likely to make a genuine effort to find a new job in the next year. SOURCE: FAMILIESANDWORK.COM 11.2 years Employees who answered not very likely plan to stay 11.2 years before attempting to change employers. SOURCE: FAMILIESANDWORK.COM
  19. 19. What Are the Most Common Mobile Solutions
  20. 20. “Mobile POS Will Surpass $2 Billion in 2013”
  21. 21. POLL: Do you have plans to invest in mobile store solutions in the next: 0-12 months 13-24 months 25 months or more No plans for investment Already invested, won’t be investing more
  22. 22. Tablets and Smartphones are the Digital Swiss Army Knife
  23. 23. Advantages of Mobile Product Lookup Tools: Save the Sale Provide Outstanding Service Intelligent, Informed Selling Cross-Sell and Up-Sell Tools Alternative Product Selections
  24. 24. Clienteling is Much More Than the Little Black Book! Loyalty and Brand Advocacy Provide Personalized Customer Experiences Customer Communication Tools Associate Dashboards Develop a Consistent Brand Experience
  25. 25. The Power of Clienteling – Impacts to the Customer Lifecycle Customer First sale Client Repeat visit Friend Continued loyalty Courteous and Helpful Recognition; Greeting Customers Favorite Introduction Get acquainted Provide good service Address immediate needs Invite into loyalty program Follow up Thank You Great service After Sale Follow-up Permission to Contact for In Store Events New Merchandise Satisfaction Follow-up Loyalty Offers Double/Triple Point Redemption Shops regular with you Special things Call or Email regularly Invite to Special Events Personal call to check on Pick Out Merchandise Cross Shop for customer
  26. 26. The Power of Clienteling – Impacts to Retail Math Transactions Conversions Traffic (Traffic) x (Conversion Rate) x (Average Transaction Size) = {Sales}
  27. 27. The Power of Clienteling Increase in Annual Spend for Clienteled Customers 33% increase in the number of repeat customers. 8% increase in margin attributed 63% increase in to more active pre-selling and transaction getting customers size for into store before clienteled sale. customers. 24% conversion rate within 14 days on customers with an associate executed outreach task. 6% increase in total traffic attributable to associate outbound communication.
  28. 28. Conversion rates increased as much as 9% when customers were assisted by associates who possess a high degree of product knowledge and demonstrate strong interpersonal skills.
  29. 29. Strategies for Implementing Mobility
  30. 30. Omni-Channel Deployment New Devices and Operating Systems
  31. 31. Omni-Channel Retailing is about creating a seamless consumer experience across all shopping channels.
  32. 32. Retailers cite application integration as the top challenge over the next 3 years.
  33. 33. POLL: What’s your hardware platform of choice for in-store mobility? iOS Handheld (ie. iPod Touch or iPhone) iOS Tablet (ie. iPad or iPad Mini) Android Handheld Android Tablet Windows Handheld Windows Tablet
  35. 35. Keeping up with new technologies and capabilities can sometimes feel like swimming against the tide.
  36. 36. Plan for Obsolescence
  37. 37. Mobile Software Must Be… 1 Data Agnostic 2 OS Agnostic 3 Deployment Agnostic 4 Flexible and Extensible
  38. 38. Checklist: Questions to ask your retail mobile software vendor  Does your application support BYOD? How?  Does your application store any data locally?  What happens if a device falls into the wrong hands? Or, when an associate leaves the organization?  Does your application work with any mobile device management solutions?
  39. 39.  Can your application consume data from any data source, including external data sources like social media? Is it truly data agnostic?  Can your application consume data in real-time, providing the most accurate information to associates and customers?  Is your application centralized, providing a true 360 degree view of the customer data across all stores and channels, and enterprise-wide inventory information in real-time?
  40. 40.  Is your application native or web? Is it locked to any one device? Can it work on the existing PCs I have in my stores?  What peripherals are supported by your application on different devices? Printers, scanners, card swipe…  Is your application fully PCI compliant or can you support hardware that removes the application from the scope of PCI?  What happens if a new mobile device comes out a year from now? Will I have to change my software?
  41. 41. The Future Of Mobility
  42. 42. 2004 2005 2006 2007 2008 2009 2010
  43. 43. “Instagram registers consumer engagement 18 times that of Facebook” SOURCE: LUXURYDAILY.COM
  44. 44. “21% of Pinterest users have bought an item in a store after pinning, repinning, or liking the item on the site.” SOURCE: BUSINESSINSIDER.COM
  45. 45. Social Interactions
  46. 46. Omni-Channel Wishlists
  47. 47. Data Mining
  48. 48. Associates & Consumer Mobile
  49. 49. “By 2017, at least half of all companies will require BYOD, while 40% will be offered a choice between BYOD or company supplied devices.”
  50. 50. 1 Retail mobility is a critical component in most retail environments. 2 To maximize ROI, consider implementing not only POS but also other mobile solutions such as product location, inventory management and clienteling. 3 Consider solutions that are data agnostic, OS agnostic and native, can be deployed on-site or in the cloud, and are highly flexible and extensible. 4 The future is mobile, social, and interactive!
  51. 51. Thanks for attending! View and download this presentation here: #Mobility