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SMAC - Presentation from RetailWeek Technology Summit, Sept 23
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SMAC - Presentation from RetailWeek Technology Summit, Sept 23

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  • 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. © 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. © 2013 AirTight Networks, Inc. All rights reserved. What is #SMAC ?
  • 4. © 2013 AirTight Networks, Inc. All rights reserved. What is #SMAC ? SOCIAL MOBILE ANALYTICS CLOUD
  • 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. © 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. © 2013 AirTight Networks, Inc. All rights reserved. 7
  • 8. 8
  • 9. 9 #BYOD added to Oxford dictionary, buzz.mw/biivc_f Will #SMAC be next?
  • 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. © 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. 1 23 4
  • 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. © 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. © 2013 AirTight Networks, Inc. All rights reserved. Jeff Roster Jeff.Roster@Gartner.com 15
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. 17 commerce
  • 18. © 2013 AirTight Networks, Inc. All rights reserved. 18 e-commerce
  • 19. © 2013 AirTight Networks, Inc. All rights reserved. 19 commerce-e
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. 21 commerce
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. 23 Forward thinking retailers will transform, not just evolve, their business models – Doug Stephens
  • 24. © 2013 AirTight Networks, Inc. All rights reserved. Jeff Roster Jeff.Roster@Gartner.com 24
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. 26 #SMAC calls for SILO Busting
  • 27. 27 CCO, CXO, & CMT?
  • 28. © 2013 AirTight Networks, Inc. All rights reserved. The New Power Broker 28
  • 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 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 #SMAC Collaboration = Customer Advocacy
  • 32. 33 1) MOBILE
  • 33. © 2013 AirTight Networks, Inc. All rights reserved. Human Connection and Service 35
  • 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. © 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. © 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. 39 2) CLOUD
  • 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. © 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. 42 3) SOCIAL
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. 45 SECURITY, PRIVACY & OPT-in (not OPT-out )
  • 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. © 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. © 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. © 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. 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. © 2013 AirTight Networks, Inc. All rights reserved.
  • 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. 53 4) ANALYTICS
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. 56 Social Offers and the Weather Forecast?
  • 53. © 2013 AirTight Networks, Inc. All rights reserved. Cloud-based Social Wi-Fi and Analytics: Where The Clicks Meet the Bricks 57
  • 54. © 2013 AirTight Networks, Inc. All rights reserved. AirTight’s Social Wi-Fi & Analytics 58
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. Sample Presence Analytics 60 No.ofvisitorsNo.ofvisitors Dwell Time Total Foot Traffic
  • 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. © 2013 AirTight Networks, Inc. All rights reserved. Social Analytics for Opt-in Customers 62
  • 59. © 2013 AirTight Networks, Inc. All rights reserved. Identity Analytics for Opt-in Customers 63
  • 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. Put the #SMAC down, and reach for the stars. @DevinAkin
  • 62. #SMAC Q&A