SMAC - Presentation from RetailWeek Technology Summit, Sept 23

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SMAC - Presentation from RetailWeek Technology Summit, Sept 23

  1. 1. © 2013 AirTight Networks, Inc. All rights reserved. 1 #SMAC What is it? How can it help you? Devin Akin Chief Evangelist AirTight Networks Devin@AirTightNetworks.com @AirTight @DevinAkin http://blog.airtightnetworks.com/
  2. 2. © 2013 AirTight Networks, Inc. All rights reserved. 2 Devin “Devinator” Akin Chief Evangelist at AirTight Networks • @DevinAkin • Devin@AirTightNetworks.com 2001 - 2009 2009 - 2013 2013 - Present
  3. 3. © 2013 AirTight Networks, Inc. All rights reserved. What is #SMAC ?
  4. 4. © 2013 AirTight Networks, Inc. All rights reserved. What is #SMAC ? SOCIAL MOBILE ANALYTICS CLOUD
  5. 5. © 2013 AirTight Networks, Inc. All rights reserved. S is for SOCIAL … @retailweek @DevinAkin @AirTight Let’s talk #SMAC http://www.slideshare.net/airtight/
  6. 6. © 2013 AirTight Networks, Inc. All rights reserved. #SMAC Session Objectives 6 § Understand how to make the most of retail #SMAC § Explore how to foster IT and Marketing collaboration opportunities § Leverage customer and social analytics to create a better customer experience • Listen, Measure, Learn, Engage § Discuss how to monetise #SMAC via case studies
  7. 7. © 2013 AirTight Networks, Inc. All rights reserved. 7
  8. 8. 8
  9. 9. 9 #BYOD added to Oxford dictionary, buzz.mw/biivc_f Will #SMAC be next?
  10. 10. © 2013 AirTight Networks, Inc. All rights reserved. Malcom Frank & Geoffrey A Moore 10 § Don’t Get SMACked: How Social, Mobile, Analytics and Cloud Technologies are Reshaping the Enterprise By Malcom Frank, EVP Strategy & Marketing at Cognizant § When it comes to sussing out the future of enterprise IT, you gotta talk SMAC By Geoffrey A. Moore
  11. 11. © 2013 AirTight Networks, Inc. All rights reserved. 11 #SMAC Services Will Transform Your Business Evaluate Your Technology Investments… http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf
  12. 12. 1 23 4
  13. 13. © 2013 AirTight Networks, Inc. All rights reserved. Gartner #SMAC is the “Nexus of Forces” 13 § Convergence of social, mobile, information (analytics), and cloud will transform business and IT
  14. 14. © 2013 AirTight Networks, Inc. All rights reserved. 14 Disrupting Old Business Models… Revolutionize Biz & Society… Creating New Leaders… http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf
  15. 15. © 2013 AirTight Networks, Inc. All rights reserved. Jeff Roster Jeff.Roster@Gartner.com 15
  16. 16. © 2013 AirTight Networks, Inc. All rights reserved. 16 At the heart of the #SMAC model is relentless focus on the customer experience http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf
  17. 17. © 2013 AirTight Networks, Inc. All rights reserved. 17 commerce
  18. 18. © 2013 AirTight Networks, Inc. All rights reserved. 18 e-commerce
  19. 19. © 2013 AirTight Networks, Inc. All rights reserved. 19 commerce-e
  20. 20. © 2013 AirTight Networks, Inc. All rights reserved. 20 “The sooner we drop the ‘e’ out of ‘e-commerce’ and just call it commerce, the better.” – Bob Willett Best of the Retail Executive Summit 2013 by Joe Skorupa via @RISnewsinsights
  21. 21. © 2013 AirTight Networks, Inc. All rights reserved. 21 commerce
  22. 22. © 2013 AirTight Networks, Inc. All rights reserved. Who wants to be a retail fossil? http://www.retailprophet.com/uncategorized/is-it-time-to-let-jcpenney-die/ Doug Stephens, Retail Futurist @RetailProphet
  23. 23. © 2013 AirTight Networks, Inc. All rights reserved. 23 Forward thinking retailers will transform, not just evolve, their business models – Doug Stephens
  24. 24. © 2013 AirTight Networks, Inc. All rights reserved. Jeff Roster Jeff.Roster@Gartner.com 24
  25. 25. © 2013 AirTight Networks, Inc. All rights reserved. 25 The winners will have a “whole-person” understanding of each customer. - Leslie Hand, IDC IDC Retail Insights: Retail industry 2013 Top 10 Predictions, #GR1238956
  26. 26. © 2013 AirTight Networks, Inc. All rights reserved. 26 #SMAC calls for SILO Busting
  27. 27. 27 CCO, CXO, & CMT?
  28. 28. © 2013 AirTight Networks, Inc. All rights reserved. The New Power Broker 28
  29. 29. 29 By 2017 the marketing arm of businesses will control more of the IT spend than IT organizations at those companies. - Gartner
  30. 30. 30 CMOs and CIOs Can Accomplish the Extraordinary Together Laura McLellan, Gartner for Marketing Leaders laura.mclellan@gartner.com http://blogs.gartner.com/laura-mclellan/
  31. 31. 31 #SMAC Collaboration = Customer Advocacy
  32. 32. 33 1) MOBILE
  33. 33. © 2013 AirTight Networks, Inc. All rights reserved. Human Connection and Service 35
  34. 34. © 2013 AirTight Networks, Inc. All rights reserved. 36 BUSINESS DRIVERS q Pinkcard customer loyalty program and mobile app q Improve customer experience q Increase in repeat customer visits SUCCESS FOR PINKBERRY q Success of the Pinkcard program beyond expectations q Swift rollout of secure Wi-Fi across 170+ stores worldwide q No need to add any IT staff q Built-in automated security & simplified PCI compliance Increase Customer Engagement Exceeded 3 month adoption goal in first month! http://www.airtightnetworks.com/fileadmin/pdf/case_study/Pinkberry-Case-Study.pdf
  35. 35. © 2013 AirTight Networks, Inc. All rights reserved. 37 BUSINESS DRIVERS q Lower cost and reduced support burden of Wi-Fi q Reliable, secure, in-store Wi-Fi for guests SUCCESS FOR NOODLES q “3-in-1” Wi-Fi solution delivered significant cost savings q 4 person IT support team could manage 300+ restaurants q Built-in WIPS and reporting automated PCI compliance Lower Costs, Reduce IT Support Load http://www.airtightnetworks.com/fileadmin/pdf/case_study/Noodles-and-Company-Case-Study.pdf
  36. 36. © 2013 AirTight Networks, Inc. All rights reserved. 38 BUSINESS DRIVERS q Reliable, secure, in-store Wi-Fi to improve employee work experience q Maintain Level-1 PCI compliance SUCCESS FOR GARDEN FRESH q Store managers and district officers can work from anywhere in the store q Automated wireless security, reporting, & PCI compliance across 130+ locations q Web-based training for employees during work hours Improve Employee Productivity http://www.airtightnetworks.com/fileadmin/pdf/case_study/Garden-Fresh-Restaurant-Casestudy.pdf
  37. 37. 39 2) CLOUD
  38. 38. © 2013 AirTight Networks, Inc. All rights reserved. Yum! Brands: Case Study AirTight Wi-Fi being rolled out across 17,000+ locations across North America
  39. 39. © 2013 AirTight Networks, Inc. All rights reserved. 41 BUSINESS DRIVERS q Wi-Fi Internet access for guests q PCI compliance and reporting across brand families and geographic territories SUCCESS FOR Yum! BRANDS q Minimal IT staff required to operate and maintain the Wi-Fi infrastructure q Pure OPEX play, avoiding any CAPEX charges q Plug-n-play rollout to thousands of distributed QSRs q Special features to accommodate their QSR in-and-out model (e.g. surfing thresholds) http://www.airtightnetworks.com/fileadmin/pdf/case_study/Garden-Fresh-Restaurant-Casestudy.pdf Yum! Brands: Case Study
  40. 40. 42 3) SOCIAL
  41. 41. © 2013 AirTight Networks, Inc. All rights reserved. § http://www.marketingprofs.com/charts/2013/10758/average-value-of-a-facebook-brand-fan-increases-28 http://www.marketingprofs.com/charts/2013/10758/average-value-of-a-facebook-brand-fan-increases-28 Extra worth from social reference & earned media in the form of an endorsement!
  42. 42. © 2013 AirTight Networks, Inc. All rights reserved. 45 SECURITY, PRIVACY & OPT-in (not OPT-out )
  43. 43. © 2013 AirTight Networks, Inc. All rights reserved. Buyers are willing to share personal information … § 35% of online buyers are willing to share personal information in return for targeted offers, such as promotional coupons. • Harvard Business Review, Mobile Shopping's Data Goldmine – June 2013
  44. 44. © 2013 AirTight Networks, Inc. All rights reserved. What consumers want is a personalized in- store experience that not only mirrors the experience they get with online shopping… … but is seamlessly integrated with their online and offline shopping habits, preferences, and history. According to a 2013 IBM Retail Study … Source: From Transactions to Relationships: connecting with a transitioning shopper – Sample size: 25,000, 18 countries
  45. 45. © 2013 AirTight Networks, Inc. All rights reserved. 20 minutes for most … “the majority of shoppers were willing to contribute 20 minutes on average to help a retailer better understand their desires in order to provide them with more meaningful offers based on their past purchases.” Source: From Transactions to Relationships: connecting with a transitioning shopper – Sample size: 25,000, 18 countries
  46. 46. © 2013 AirTight Networks, Inc. All rights reserved. 26 minutes for Millennials … § Insights into Millennial Shopping Behavior Patterns includes 3 videos about millennial shopping myths
  47. 47. Accenture found that the majority of respondents believe that integrating in-store, online, and mobile is the #1 thing that retailers can do to improve the shopping experience. -- April 2013, Sample size = 6000, 8 countries
  48. 48. © 2013 AirTight Networks, Inc. All rights reserved.
  49. 49. The New Moon Race: Personalization and Community -- Doug Stephens @RetailProphe http://blog.airtightnetworks.com/book-review-the-retail-revival-re-imagining-business-for-the-new-age-of-consumerism
  50. 50. 53 4) ANALYTICS
  51. 51. © 2013 AirTight Networks, Inc. All rights reserved. AirTight Social Wi-Fi™ Workflow 55 1. Custom branded captive portal 2. Customers turn loyal promoters 3. Engage your customers
  52. 52. © 2013 AirTight Networks, Inc. All rights reserved. 56 Social Offers and the Weather Forecast?
  53. 53. © 2013 AirTight Networks, Inc. All rights reserved. Cloud-based Social Wi-Fi and Analytics: Where The Clicks Meet the Bricks 57
  54. 54. © 2013 AirTight Networks, Inc. All rights reserved. AirTight’s Social Wi-Fi & Analytics 58
  55. 55. © 2013 AirTight Networks, Inc. All rights reserved. AirTight Analytics for Business Intelligence 59 § Presence Analytics • Total Foot Traffic • Capture Rate Visitor Traffic • Dwell Time (or Visit Duration) § Loyalty Analytics • Repeat Visitors • Visit Frequency • Visit Recency § Engagement Analytics • Conversion and Bounce Rates • Social Wi-Fi Demographics • Social Wi-Fi Visitor Logs § Wi-Fi Usage Analytics • Device Types • Data Traffic • Session Duration § Intra-day or times of the day § Daily, weekly, monthly trends § Specific store or across selected stores § Raw data (to generate custom reports) How We Can Report What We Can Measure
  56. 56. © 2013 AirTight Networks, Inc. All rights reserved. Sample Presence Analytics 60 No.ofvisitorsNo.ofvisitors Dwell Time Total Foot Traffic
  57. 57. © 2013 AirTight Networks, Inc. All rights reserved. Sample Presence Analytics 61 " " " " " " " " " " " " ! " #! " $! ! " $#! " %! ! " %#! " !"#$%&'()'*%+,-%.' 6( D ","$$( D " $$( D ","$ED " $ED ",": ED " : ED ","6ED " 6ED ","$$ED " $$ED ","6( D " Unique Visitors by Location Distribution of No. of Visits
  58. 58. © 2013 AirTight Networks, Inc. All rights reserved. Social Analytics for Opt-in Customers 62
  59. 59. © 2013 AirTight Networks, Inc. All rights reserved. Identity Analytics for Opt-in Customers 63
  60. 60. © 2013 AirTight Networks, Inc. All rights reserved. Retail #SMAC = Empowering All Stakeholders Employee Training Floor Efficiency Customer Analytics Better Customer Service Social Consumer EngagementCustomer Loyalty Rewards
  61. 61. Put the #SMAC down, and reach for the stars. @DevinAkin
  62. 62. #SMAC Q&A

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