HCLT Whitepaper: Transforming Store Operations and Customer Experience
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HCLT Whitepaper: Transforming Store Operations and Customer Experience

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HCLT Whitepaper: Transforming Store Operations and Customer Experience HCLT Whitepaper: Transforming Store Operations and Customer Experience Document Transcript

  • TransformingStore Operations and Customer ExperienceMobility takes retail operations to the next level Authors: Satya Krishna Sriram Anantharaman Hari Krishnamurthy Chinmay Sohoni Shobha Gujjari FEBRUARY 2012
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 TABLE OF CONTENTS Abstract 3 Excerpts 4 Market Trends, Potential & Opportunity 4 Trends in Mobility 4 Trends in Retail 5 Impact of Mobility 5 Impact on Consumer 6 Impact on Retail Industry & Processes 6 Impact on Technology 7 Drivers for Adoption 8 Challenges in the Retail Value Chain 9 Role of Mobility across Retail Value Chain 10 Retail Connect – HCL Mobility Solution for Retailers 12 Key Solution Features 13 Why Retail Connect? 14 Conclusion 15 About the Author 16 About HCL 182 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Abstract Retailers are in the process of building mobile applications, seeing an opportunity to enable one-to-one marketing and improve customer experience. Retail supply chains have become increasingly global and complex, presenting greater challenges in managing supply and demand. New customers and distribution channels have developed, enhanced by technological innovations and geographical expansion. Existing channels are under pressure and require constant change to retain market position. Retailers have long used mobile devices for inventory purposes, but now they are racing to catch up with their customers’ broad use of mobility. There is a strong demand for customer-facing mobility solutions and solutions for mobilizing store associates to enable better customer service. In countless ways, mobility is boosting business productivity, speed and responsiveness. Tools like notebook computers, PDAs, cell phones, Wi-Fi networks and Virtual Private Networks (VPNs) have turned ‘business on the move’ into ‘business as usual’. At the same time, a number of organizations have also implemented mobility in a tactical and piecemeal manner, not realizing the gains possible from adopting a true strategic approach to mobility. The potential benefits of becoming a mobile enterprise are – utilizing new ways of streamlining operations, reducing costs, increasing workforce productivity and cash-on the power of real-time response. We believe mobility will let companies transcend distance and connectivity issues, create a virtual, personalized space for collaboration and empower front-line workers to make better, faster decisions. This whitepaper elaborates the vision to show how mobility will impact/ influence the consumer shopping experience and improve retail value chain processes, by enhancing workflow, increasing the speed of business transactions with near real- time communication between enterprise systems and personnel and providing better modes of reporting and management for a variety of stakeholders across the retail value chain.3 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Excerpts Retailers and consumer packaged goods manufacturers around the globe invest significantly more than $100 bn in programs designed to achieve an agreed rate of “sell-through”, whether online or in-stores. Most of the investments go dead because organizations fail to empower the execution of their sell-through plan in stores and fail to provide consumer experience continuity between online and offline shopping experiences. Retailers are constantly attempting to achieve a balance between improving daily operations and enhancing customer experience. To improve and continuously deliver value to all stakeholders in the current business scenario, it is important for the retailer to continuously deliver higher levels of customer service and simultaneously bring down the costs of their business operations. At HCL, we believe that any solution engineered, should be in line with the retailer’s growth and expansion strategy conceived for the next five years. Therefore, we align our thoughts to address the various business challenges in the retail ecosystem, by offering you ‘Retail Connect’ -- an integrated solution suite for the retail industry. Our solution aims to overcome the present day challenges in line with the current technology trends in mobile space, enabling real-time performance improvement at store and opportunities to enhance customer experience and increase profitability. Market Trends, Potential & Opportunity Trends in Mobility The number of wireless devices in the United States has surpassed the country’s total population (according to 2011 CTIA survey). Hence, effectively, there is more than one wireless device per person. There is also a large amount of diversity inherent in mobility. More than three billion people and almost over half of our small planet are equipped with mobile phones and this is just the tip of the iceberg. The changing business models are leading to web-based and mobile-based applications. As this gets evolved further, almost 40% of the operations will be done using mobile channels. The consumers are getting more demanding and impatient, seeking purchase information faster to make quick and informed decisions. Increase efficiency & productivity at all touch-points - Mobility is boosting business productivity, speed and responsiveness. All the touch-points in retail stores, such as pre-store planning, checkout, outside store, at shelf use and usage at home, among others are being made more efficient by using mobile channels.4 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Manage store operations & employee effectiveness - Retailers are leveraging mobility to make their store operations efficient, improving their customer experience and also increasing the effectiveness of their internal staff. Growth in business and consumer spending on mobile internet has exceeded expected estimates. In terms of business investment, expenditures on mobile marketing in the US alone are forecast to exceed $1 bn in 2011 and $1.5 bn in 2012. Pacing this growth in revenue is the consumer adoption rate for smartphones and other internet-capable mobile devices which is a critical determinant of potential market size. Research agencies predict that by 2015 over 36% of all US consumers are expected to be using mobile internet. Improving consumer experience & purchase cycle - Mobile usability improves the customer experience dramatically due to the advances in the device technology and the best practices for the design and development of software, small screens and touch screens. Trends in Retail Consumer’s tendency to rely on mobile devices to seek real-time purchase input - The ability to quickly share photos and compare prices through a growing number of applications is having an immediate impact on the consumer’s purchase decision. Mobile has been an effective medium to access peer opinion and customer advocacy which is an integral part of buying behavior. Retailers will extend their traditional CRM strategies through the mobile channel - Immediate opportunities exist for retailers to leverage the convenience of the mobile channel to alert customers of new/ seasonal sales, update customer order status and distribute personalized coupons. Another likely extension is the use of Near Field Communication (NFC) at stores for recognizing personalized mobile coupons sent to the customer. Using NFC-enabled mobile payment gateways at Point of Sale (POS) terminal reduces the overall billing transaction time. The investment required for these enabling technologies is quite minimal. In fact, it should be viewed as an extension of existing CRM initiatives. Leverage mobile communications for efficient inventory management and gaining traction - The retailers need to tailor messages for the mobile channel. Text limitations, mobile site capabilities and handset variations are the parameters defining mobile communication strategies. Mobile is an efficient way to alert loyal consumers about specific item sales or a particular promotion and many more strategic ways to move excess inventory and manage them efficiently. By extending eCommerce strategies into the mobile environment, retailers are taking advantage of their web experiences to develop an integrated strategy that has the potential to create a unique mobile retail channel. Impact of Mobility Mobility has affected not only consumer experience and purchase decisions but also the way retailers manage their internal process flows and their alliance relationships. This has changed the nature of business processes and has opened5 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 the door for new, transformational business models. Mobile technology will also call for changes in the systems and infrastructure that support the business, with implications for networks, devices, databases and applications. Impact on Consumer The impact of mobility on the consumer has been in a number of ways. Mobile offers an immediate opportunity for retailers to connect with their customers in a meaningful way. Mobile communications have led to even more power in the hands of individuals taking us to an era of the hyper-connected consumer. Enhanced shopping experience - Mobile services integrated into the shopping experience, such as self-scanning and mobile payments, are helping consumers to get what they want more quickly. Even simple services such as mobile shopping lists can help consumers manage their lives better. The hyper- connected consumer will increasingly demand right information and tools at the right time to make good choices. Mobile services like extended packaging, allow consumers to choose products that are aligned with values such as health and well-being, respect for the environment and ethical choices. Mobility provides enlightenment of consumers to know more than ever about their choices. The consumers can now make comparisons and shop for the best price with ease. They get what they want, when they want it and influence the opinion, in positive or negative, of thousands or even millions of other consumers. This has also created challenges for businesses with a highly networked environment. How do they best find out what consumers want, offer them differentiated products and services and create and maintain a powerfully positive brand image? Impact on Retail Industry & Processes Mobilization has penetrated the retail business process at the task-management level. With remote task administration, work is centrally-assigned, modified, optimized and redistributed to available resources. Mobilized workflows have increased self-sufficiency, and decreased time to completion. Real-time monitoring has led to reduced downtime. Mobile reporting has empowered the managers to make timely and better decisions with improved access to real-time situational information. Consumer Insights - As the hyper-connected customers weave mobile interaction into their daily lives, retailers can gain greater insights into customer needs. This brings out the unprecedented opportunities for enhancing customer interaction and intimacy. Using the information from mobile tools, retailers can employ rules-based rendering techniques to present highly customized, relevant and timely offers. Moreover, by giving customers what they want — more ways to interact with their product and services providers — retailers also strengthen their relationships.6 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Improving internal & supply chain processes - This mobilized approach has changed the way businesses manage their internal and supply chain relationships, primarily in terms of information flow. Work task context awareness has brought improvements in the way tasks are assigned and performed as status information is dynamically monitored by performance alerting support systems. Mobile data capture and viewing provides real-time visibility for “live” information streams, while optimized data delivery supports many kinds of end devices. Innovations in the business ecosystem - Beyond the changes in internal operations, mobilization has changed the way companies are working with their business partners, leading to the development of business “ecosystems”. The free flow of information means greater innovation as partners collaborate under a shared vision supported by an integrated infrastructure. The synchronization of mobile workforces and central information systems is a value-add for all participants, providing new and better ways to orchestrate the development of global markets. Impact on Technology The impact of mobility on technology has been manifold, offering more choices, ease to consumer and creating efficiency and productivity for retailers. Functionality-driven benefits to consumers - Retailers have begun taking advantage of technologies such as RFID to enable mobile consumers to browse circulars on the handset, find additional information about products and make purchases with the snap of a camera phone. Customers can now use their smartphones as a mobile shopping cart. Once a customer gets near his favorite store (which can now be detected in present day smartphones with integrated GPS) he can be alerted about ongoing seasonal promotions and clearances in no time. Integrating this application with social networks can allow the customer to experience first-hand reviews from his closest friends about the chosen merchandize and ongoing best deals. Once the customer expresses his wish to pay, the smartphone can be programmed to connect to a mobile gateway for the store by taking the customer’s most preferred credit card details and generate an e-bill and an invoice for the store pickup or a direct store delivery. Processes-driven changes for employees - Mobile technology has emerged as a necessity and is no longer seen as a luxury anymore. The continuing spread of mobile technology will have a dramatic impact on the way retailers do business in the years to come. The latest mobile technologies have also improved the way employees interact with core business systems. The personalization lets employees set application and device preferences to customize their interaction, in terms of work flow, content, formatting, accessories and features. Store- level merchandizers and field agents enabled with advanced mobile technology, will bring more efficiency in store-level execution of category assortments, promotions and delivery operations. Companies that embrace mobile technology will witness improvements in productivity and operational efficiency that were unimaginable a few years ago.7 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Drivers for Adoption Mobile retail has evolved from being seen as an alternate channel by retailers, to becoming an opportunity capable of giving them an edge over their conventional competitors. The progressive mobile trends in the retail space are fuelled by the drivers identified below, leading to the adoption of mobile technology in retail firms. • Multi-channel integration - Bringing web and store experiences together will maximize return-on-investment in both channels (for example, by allowing customers to order in stores for home delivery, or vice versa). • Customer engagement and loyalty - Retailers are trying to find new ways to get consumers into stores and interact with them to influence their behavior toward repeat buying and impulse buying, with minimal delay or friction in the transaction. • Staff enablement - Giving employees the ability to train, access product information, take orders and complete payments from anywhere in the store, will make them more productive. • Mobile commerce coming of age – The mobile device, from acting as a connective tissue connecting print and online media, has now become an important channel especially for retailers to create lucrative revenue and brand establishment. • Mobile coupons becoming mainstream - Mobile coupons allow retailers to have a highly targeted coupon distribution system as compared to traditional mechanisms, leading to much higher consumer engagement and returns on investment. Coupons, combined with new age technology such as QR codes and NFC, make mobile purchasing as simple as a daily routine activity. • Integration of social networking with mobile devices - Increased speed of information dissemination on social networks through mobile devices, makes mobile devices the perfect partners for the social networks. In fact, Facebook and Twitter applications are amongst the most popular downloads from the App Stores across device types. Consumers increasingly count on feedback from peers and connections for pre-purchase decision making. Location- based services allow for contextual information search and dispersal. • Mobile is an integral part of the purchase decision process - Consumers are increasingly using their mobile devices in their purchase process. From searching for information and evaluation of alternatives, to purchasing the product and broadcasting post-purchase feedback. Consumers are also increasingly using mobile devices to access other popular websites to gain benefits of collective purchasing. At HCL, we believe that any solution engineered, should be in line with the retailer’s growth and expansion strategy conceived for the next five years. Therefore, we align our thoughts to address the various business challenges in8 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 the retail ecosystem, by offering you ‘Retail Connect’ -- an integrated solution suite for the retail industry. Our solution aims to overcome the present day challenges in line with the current technology trends in mobile space, enabling real-time performance improvement at store providing opportunities to enhance customer experience and increase profitability. The solution also extends across every echelon throughout the retail value chain for potential improvements in data & process visibility, cycle time reduction in business decision making activities & improved co-ordination of workforce across the value chain Challenges in the Retail Value Chain Retailers and consumer packaged goods manufacturers around the globe invest significantly more than $100 bn in programs designed to achieve an agreed rate of “sell-through”, whether online or in-stores. Most of the investments go dead because organizations fail to empower the execution of their sell-through plan in stores and fail to provide consumer experience continuity between online and offline shopping experiences. Retailers are constantly attempting to achieve a balance between improving daily operations and enhancing customer experience. To improve and continuously deliver value to all stakeholders in the current business scenario, it is important for the retailer to continuously deliver higher levels of customer service and simultaneously bring down the costs of their business operations. Considering the current retailing scenario, the primary challenges across the value chain are: • Challenge to enhance productivity of daily retail operations ❚❚ Inability to drive business processes due to: - Lack of real-time insight on store/ warehouse workforce availability and lack of real-time information to communicate with customer/ colleagues - Unmanaged workforce at supply chain echelons to attend real- time promotion labeling, ad-hoc and seasonal in-store/ warehouse replenishment, in-store customer service, etc - Lack of real-time supply chain disruptions ensuring resilient logistics and fulfillment operations - Lack of real-time visibility and traceability to supply chain distribution and direct store delivery operations - Lack of real-time information on seasonal impacts affecting status quo of retail operations such as desired stock to shelf lead times and other key performance terms9 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 - Lack of real-time insight into key performance indicators on store performance like customer traffic, best and worst selling merchandize, inventory levels, etc • Challenge in providing supreme customer service ❚❚ Need to improve customer intimacy - Lack of store colleague capability to sustain and improve quality of service - Customers requiring sufficient responsiveness from store manager and colleagues on ad-hoc interactions - Customer unable to receive real-time individualized promotional offers or deals based on personalized buy list ❚❚ Reach greater heights to understand customer better to match their expectations - Customer expects discounts via mobile coupons to be used readily at store - Customer preference for easy in-store navigation (POG View); zoom in/out in any crowded day - Customer prefers to have a single view of product/ price/ stock across channels on his mobile device - Customer prefers to know about alternate products available at the store or with the retailer at any point of time, anywhere Role of Mobility across Retail Value Chain Mobile as a new communication channel definitely finds its place across the retail value chain to fructify this differentiation. Given the retail value chain as a whole, retail stores thrive as a most promising environment for gaining new insights about customer buying behavior and daily sales operations, wherein technology is greatly used as an accelerator for greater business benefits (Gartner, February 2011).10 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 ‘Retail Store’ Mobile applications in the hands of a store manager or store colleague is perceived to enhance the overall store performance with the real-time insight into daily store operations saving shop floor personnel’s valuable time. Peer- to-peer messages like simple status message on receiving or cycle counting operations, ad-hoc replenishment requests, labor allocation/ completion statuses and real-time feeds that promise visibility into inventory availability across brick & mortar and online stores with a single swipe of a finger. A dashboard for the store manager is looked as a single source of real-time information for sales, customer footfall trends, sell-through performance, category performance, labor availability, etc. Customer experience functions like alternate styles check, information on next in-date, consultative selling and in-store shop floor enhancements improve and strengthen the image of the store and store personnel within the customers’ mind. Mobility in the hands of customer can also enable him to quickly shop yet pick the best-selling items in the retail store as per his personalized wish list via a built-in store navigation application in his very own smartphone. Fashion merchandize can be given a 360-degree view and an augmented reality experience, to make the customer feel the experience of owning the wished merchandize in a matter of seconds.11 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 ‘Retail Supply Chain’ Supply chain promises to be the next improvement area, where next age smartphone applications can be leveraged to obtain real-time insights into warehousing and distribution operations. Accuracy of every pick operation can be improved if “guided picking” can be made a reality. Field force consultants can be suggested the best possible route to deliver customer orders and pick merchandize at intermediate locations thus optimizing every route traversed. Quick insights to replenishment patterns would make supply chain managers more agile and ensure availability of the right merchandize, at the right locations and at the right time. ‘Retail Enterprise’ Mobile applications are constantly finding their way into smartphones of senior and middle management corporate executives who increasing use their mobile phones as a smarter medium to know their business operations. Smartphones can also be programmed to present a list of reasons or ‘root causes’ pointing out to a dip in sales or margin or merchandize out-of-stock scenarios during times of seasonal rush. Buyers and merchandizers would then walk into a supplier review meeting with just their iPad where they can discuss the supplier performance in comparison to other best in class suppliers for the same category. CRM and marketing teams find mobiles as the fastest channel to reach a customer and get his attention in the minimum possible time span to pass on personalized promotions/ mobile coupons to sustain customer loyalty. Retail Connect – HCL Mobility Solution for Retailers Retail organizations need partners who possess knowledge, expertise and personnel working on multiple mobile platforms, tools and technologies to assist in mobile enablement of key strategic business processes and thereby achieve their organization goals. Retailers and consumer packaged goods manufacturers carefully plan their new product introductions as well as their pricing and promotions policy. They allocate store space, production, and transportation capacity and optimize their merchandize mix, devising intricate schemes for joint advertising, offers and displays but fail to execute a sell-through plan. It is not technological complexity, but the innovation and usability factor in a mobile application that creates a competitive differentiator for organizations.12 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Sales Force Dashboards Automation Mobile Portals (Store/Corp.) Task & Service (Enterprise) Management Product Virtual Guide Reality Workflow Customer Customer Order Management Experience Planogram Capture Mobile Order & Inventory Websites Management Mobile Store Coupons Distribution Navigator Management Track’n’ Trace Store Locator Packaged Enterprise Mobile Apps Payments Corporate Supply Chain Store Consumer Key Solution Features Mobility Centre of Excellence • Alerts – These would improve operational performance of store managers, reducing the waiting time for pending approvals. It also keeps the store manager and colleagues informed on real-time production needs and also interact with one another. It has the ability to readily indicate out-of-stock data and attend to real-time replenishment. This can also lead to enhancing customer experience with location-based services. • Store performance dashboards – These dashboards will enable the store manager to monitor store traffic/ sales in real-time and provide EOD snapshots in a single view. This provides the capability to measure performance in multi-dimensional views and attend to employee performance in real-time insights. Compare actual, forecasted, previous day store performance at every level of detail within the store. • Workforce management – This readily matches store personnel availability to tasks and obtain real-time status of pending tasks. It also provides instantaneous updates to store personnel with information on tasks to be completed and approve work force task allocation. • Planogram – This is a ‘Virtual Store Shelf ’ which can virtually arrange shelf layouts and dynamically add merchandize to shelf, reducing cycle time in planogram resets. • Item/ Inventory Lookup - Identify retail, UOM, variety available as styles, item location within store, current stock on hand, nearest replenishment center and PO ETA date. It obtains real-time monthly or weekly price history for a chosen item and provides multi-channel inventory visibility. • Mobile POS - This will have a unique customer-based log-in and NFC- enabled mobile coupons. This would enable up-sell and cross-sell across channels, improve customer experience by avoiding long queue waiting time13 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 and complete the sale on floor. It also provides the ability to modify the list of merchandize in an unbilled sale transaction. • In-store Navigator - This will enable the store colleague to help the customer in visualizing the location of the preferred merchandize and provide the ability to identify the merchandize as per a customer’s wish list. This has an integrated ‘Alerts’ functionality which would enhance the customer experience at the store. • Corporate Dashboards - This would provide corporate performance on- the-go in one swipe, the capability to drill down to region/ district/ state/ store and also have role-based performance for corporate users and provide a comparison with the last year data. • Vendor Performance - A key benefit would be performance view of the multiple measurements related to partners and effective periodic vendor reviews. Compare the vendor performance to other vendors, giving a consolidated view across partners and specific vendor performance across the timeline. Why Retail Connect? • Provides a truly convenient shopping experience - Stores need to be designed to create an environment that is easy to shop and provides customers with the necessary tools, information and services required to make an informed and confident purchase. • Store Performance - Retailers are challenged between the demanding and divergent expectations of improving customer service and managing costs. An effective store management strategy can drive cultural change by adopting technology and putting the store managers back on the selling floor, better organizing store workflows and simplifying the buying process. • Deliver a flexible product/ service offering - Retailers need to be able to tailor their offerings to meet customer needs across different segments, local markets, shopping occasions and product categories. The store should be designed and operated with flexible options that allow customers to shop the way they want to. • Retailers must regain focus on the total experience - The market drivers described above are forcing retailers to re-examine their core value proposition and how it is delivered to customers. Retailers need to re-orient their thinking to place greater focus on the total retail experience to differentiate themselves from their competitors. • Workforce Productivity & Optimization – Efficient workforce planning and management tools can help store managers re-deploy their workforce from departments where they are not needed to parts of the store where customers are gathered. Retailers are challenged to create a “pool” of talent that will ultimately be groomed to become store managers. Retailer growth plans are often eclipsed by absence of talent pool to become store managers in new locations. • Proven Capabilities of HCL in Retail & Mobility Solutions – HCL has an established Center of Excellence (CoE) dedicated to Enterprise Mobility14 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 and have gathered deep expertise in building solutions in the retail mobile space, including mobile applications for pricing and availability, order status and product search management, mobile POS applications, cross-platform migration of mobile applications and developing mobile-enabled websites. • HCL Alliances & Domain Skill-sets - HCL has strategic partnerships with all key players in the mobility ecosystem -- Mobile Original Equipment Manufacturers (OEMs), Telecom Service Providers, Mobile Platforms and Software Vendors and Enterprises. With 3000+ person years of experience and 150+ projects under the belt, HCL’s experience is extendable to customers seeking de-risked and reliable outcomes in their mobile solution implementations. To summarize, Retail Connect addresses the following key concerns for a majority of retail organizations: • Need for a better communication medium to understand customer preferences and match customer expectations • Need to align shop floor workforce and thereby improving store and warehouse location performance • Need to drive operational (daily tasks) business processes across the value chain Conclusion In conclusion, Mobility has emerged as a key channel impacting consumers, employees and processes in the retail industry. Mobility is radically changing the buying behavior of consumers and is reshaping the retail workplace itself. Mobility, in the hands of customer, has enabled him to quickly shop yet pick the best selling items in the retail store as per his personalized wish-list via a built-in store navigation application in his very own smartphone. Fashion merchandize can be given 360-degree view and an augmented reality experience, to make the customer feel the experience of owning the wished merchandize in a matter of seconds. Such is the possibility to enhance customer experience by bringing the store to the customer. Leading retailers are already reaching consumers with mobile services that make them more productive in the store and engage them in unique ways that transform the shopping experience. Leading retailers have excelled in significantly improving the customer experience and streamlining their warehouse operations and inventory processes. Mobility devices like wireless handheld devices or handheld computers have been utilized to enable customer service, personalized shopping, retail payments at the point-of-sale, real-time data and statistics in the field as well as other inventory management processes, including those with distribution centers. With the emergence of new and powerful mobility tools, employees can now work productively from virtually anywhere. Its growing potential to strengthen organizational performance has moved mobility from the sidelines to the mainstream of Information Technology. Organizations aiming at maximizing corporate performance must incorporate mobility as a fundamental component of their strategic plans.15 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 About the Author Satya Krishna Solutions Principal – Retail Satya is a Retail Business Consultant with 13 years of experience with global retailers. He has been involved in many transformational initiatives across the retail value chain involving supply chain optimization, multi-channel integration, merchandizing modernization, business process re-engineering and IT strategy definition. Satya is a Certified Supply Chain Professional (CSCP) from APICS. Currently Satya leads the Retail Domain Solutions Group at HCL, which is responsible for creating new solutions to drive innovation and thought leadership across the retail business unit. Sriram Anantharaman Deputy General Manager HCL’s Mobility Center of Excellence Sriram is a key member of HCL’s Mobility Center of Excellence and brings close to 21 years of cross industry experience. He has been with HCL since 2002, and has led large distributed teams and delivered business critical programs for clients globally. Sriram has handled multiple roles ranging from project management, consulting services to creating innovative lines of IT services. Leveraging his expertise around Enterprise Solutions, CRM, Mobile Applications and Solution Outlining, he has established an experienced team focused on Mobile Solutions and Applications. . Sriram has also been a speaker at numerous IT conferences and events. An evangelist for customer centric IT solutions, he works with the mobility team to constantly go beyond known technology boundaries. Hari Krishnamurthy Business Manager – Retail Solutions Hari currently works with HCL’s Retail & CPG vertical solutions team. He has over 7+ years of consulting experience as a Retail and CPG Industry Solutions Principal. He worked as the Solution Architect for HCL’s ‘Retail Connect’ – a new Mobility-based solution catering the end-to-end Retail value chain. He is experienced in conducting business analysis and defining business requirements for large business transformation and IT enhancement programs on mobility and retail supply chain & multi-channel commerce.16 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • Transforming Store Operations and Customer Experience | FEBRUARY 2012 Chinmay Sohoni Sr Management Trainee – Mobility CoE Chinmay has an experience of four years in the IT Services and Software Product Development, majorly in the Mobility space. He holds a Bachelors degree in Computer Science & Engineering and an MBA in International Business. Currently, he is an integral part of the Mobility Centre of Excellence at HCL in roles such as Business Analyst and Consultant. He has worked on projects across business domains that include Retail, Healthcare, Travel & Logistics and Energy & Utilities. Shobha Gujjari Sr Management Trainee – Mobility CoE Shobha has close to 6 years of experience in the IT Services & Product Development industry, working across BFSI and Telecom domains. She holds a Bachelors degree in Computer Science & Engineering and an MBA in IT. She is a key member of the Mobility Center of Excellence in HCL and has worked on projects across BFSI, Retail, Manufacturing and Healthcare & Life Sciences. She was instrumental in devising a consulting approach for mobile strategy, enabling enterprises to adopt mobility targeting their employees and consumers alike.17 © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • CUSTOM APPLICATIONSERVICESENGINEERING ANDR&D SERVICESENTERPRISE APPLICATIONSERVICESENTERPRISETRANSFORMATION SERVICESIT INFRASTRUCTUREMANAGEMENT ABOUT HCLBUSINESS PROCESSOUTSOURCING About HCL Technologies HCL Technologies is a leading global IT services company, working with clients in the areas that impact and redefine the core of their businesses. Since its inception into the global landscape after its IPO in 1999, HCL focuses on ‘transformational outsourcing’, underlined by innovation and value creation, and offers an integrated portfolio of services including software led IT solutions, remote infrastructure management, engineering and R&D services and BPO. HCL leverages its extensive global offshore infrastructure and network of offices in 26 countries to provide holistic, multi-service delivery in key industry verticals including Financial Services, Manufacturing, Consumer Services, Public Services and Healthcare. HCL takes pride in its philosophy of ‘Employees First’ which empowers our 83,076 transformers to create real value for customers. HCL Technologies, along with its subsidiaries, had consolidated revenues of US$ 3.9 billion (18,334 crores), as on 31 December 2011 (on LTM basis). For more information, please visit www.hcltech.com About HCL Enterprise HCL is a $6 billion leading global technology and IT enterprise comprising two companies listed in India - HCL Technologies and HCL Infosystems. Founded in 1976, HCL is one of India’s original IT garage start-ups. A pioneer of modern computing, HCL is a global transformational enterprise today. Its range of offerings includes product engineering, custom & package applications, BPO, IT infrastructure services, IT hardware, systems integration, and distribution of information and communications technology (ICT) products across a wide range of focused industry verticals. The HCL team consists of 88,000 professionals of diverse nationalities, who operate from 31 countries including over 500 points of presence in India. HCL has partnerships with several leading Global 1000 firms, including leading IT and technology firms. For more information, please visit www.hcl.com © 2012, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.