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.

1. Holiday and Event Retail
Execution: How Mobility is
Changing the Game
A Webinar for NARMS
Bob Bahramipour
CEO at Gigwalk

2. Important Holidays For Your Clients Happen All Year

3. 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

4. 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 presence
Source: Retail feedback group 2012 Store Experience Survey, GMA

5. 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.

6. 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

7. Mobile store workers are your not only your eyes &
ears, but your arms and legs.
Eyes & Ears Arms & Legs
Price checks Resetting shelves
Local data collection Setting up displays
Real estate recon Removing recalled products
Display confirmation Collecting product samples
Store audits Restocking product
Competitive intelligence Product demos
Shopping experience checks Technical installations

8. Speed
Go above and beyond client expectations with speedy,
actionable results
Traditional: Mobilizing a team of Mobile: mobilize auditors and start
auditors can take weeks – Not fast receiving data in as little as a few
enough to fix problems before the hours. Have your worker fix
holiday window closes problems instantly

9. Accuracy
Never make recommendations to clients based on incorrect data
Mobile: Verify the location and time
Traditional: Difficult to guarantee the
that the work was completed using
results of the work, including location
mobile geo-location technology, time
and accuracy
stamps, and shelf photography
“Location Card” – where
was your shopper when
they did the shop.

10. Coverage
Get the full retail picture for your client – No matter how small the
metro
Traditional: Compete for attention
Mobile: Augment your current
with thousands of other posts on job
workforce by recruiting from
boards and classifieds during a time
people who live in that area. Jobs
when all other retailers are doing the
are sent directly to their
same thing
smartphones

11. Flexibility
Make changes for last minute client requests faster than the
speed of retail
Traditional: Difficult to communicate Mobile: Communicate questions
last-minute changes or questions, and and changes directly through
therefore optimize your retail worker’s phones with instant
execution message tools

12. What Mobile Workforces are Not
An Analytics Service A Replacement for Retail service firms
Mobile is a tool for recruitment, management Hundreds of retail service firms use mobile workforces
and payment. as a toolbox to get more reliable data, faster
As associate members of NARMs, mobile workforce providers are here to
provide a service for retail service companies

13. 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

14. What Features to Look For?
• Time and location tracking
technology for consistent, Verification
reliable results
• Management tools – Should
allow you to bring your own Accuracy
team on board, and recruit
new workers
• Liquidity– High-quality
workers available anywhere Speed
you have stores
• Control – Give you the level of
control you desire. Ability to Flexibility
do more than just report – but
fix problems as well

15. Bob Bahramipour
bob@gigwalk.com
www.gigwalk.com