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Mobile Strategy for Retail - Moving Beyond Consumer Apps
 

Mobile Strategy for Retail - Moving Beyond Consumer Apps

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ow Can Mobile Change the Customer and Associate Experience? ...

ow Can Mobile Change the Customer and Associate Experience?

Your consumer app is "table stakes" in today's world. Consumers have a level of expectation of the functionality of your mobile application - and this expectation typically crumbles when they walk into your retail environment.

The benefits for mobile use within store operations are not to be overlooked.

If you're like other retailers:

Your associates aren't armed with nearly the same quality of tools as the customers in their aisle
Your store and district management still perform tasks via cumbersome and error-prone paper processes
Associate to associate, store to store, and corporate to store communication create disconnects for your customers
You see the huge potential for mobile use for store operations - but are unsure where to start

Join Eric Carlson, co-Founder of Propelics, to learn more about mobile use cases within store operations and how to get moving on this great opportunity.

Watch this information packed webinar to learn:

Market trends in Enterprise mobile app use in retail
Objectives for retailers today - moving beyond consumer apps
Most effective use cases for retail store ops
How to quickly establish a mobile strategy and identify great mobile use cases for your employees

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    Mobile Strategy for Retail - Moving Beyond Consumer Apps Mobile Strategy for Retail - Moving Beyond Consumer Apps Presentation Transcript

    • Welcome. @propelics We will begin at 
 1:02pm EDT! Mobile Strategy for Retail: 
 Moving Beyond Consumer Apps June 13th, 2013
    • Propelics Background – About Us 2 •  15+ year track record •  Fortune 500 clients •  Global experience •  100% focused on mobile for the Enterprise •  San Jose, Boston, Pittsburgh Propelics creates mobile strategies and world class 
 Apps for the Enterprise.
 
 Trusted by companies like yours:
    • •  Enterprise Mobile Strategy Services Enterprise Mobile Strategy Mobile App Portfolio Mobile App Scoping & Planning IT Readiness for Mobility BYOD and MDM Strategy Innovation through visualization Center of Excellence Creation •  Mobile Advisory Services Mobile Mentoring Executive Education Speaking Engagements •  Mobile App Development UX Design Onshore and Offshore App Development Mobile App Architecture Prototype Factory What We Do
    • Eric Carlson: Propelics Partner Eric is a seasoned leader with a keen eye 
 for emerging technologies. He is well 
 respected in both technical and business
 circles, due to his ability to match up the 
 right amount of technology "geekiness" 
 with business understanding to craft truly 
 unique solutions. As a seasoned executive, with startups through successful exits to his name, Eric has the experience to advise companies on the discipline and objective approaches that are needed to turn ideas into reality. #mobilestrategy" eric@propelics.com   @ericjohncarlson  
    • Agenda! 5 •  Market Trends & Objectives for Retailers Today •  Effective Use Cases for Retailers •  How to Quickly Establish a Mobile Strategy •  Q&A Missed your topic? propelics.com/lets-talk!
    • Mobile will create a fundamental shift 
 in how retailers run their business.
    • 7 •  The Early Days •  Shopkeeper 1:1 relationship with consumers •  Small stores, small # of skus, personal recommendations •  Self Service Retailing •  Mini-warehouses of product choice, decision making shift •  Tremendous efficiencies, passive role in product selection – less consumer interaction •  Placement of items and path of shoppers dictated lift •  Active Retailing The Shifts of Retailers
    • 8 Identifying Methods for Technology to: •  Provide a better understanding of what consumers want as they come through the door •  Provide store associates the ability to use all corporate available information to assist these customers •  Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying Our Objectives in Active Retailing
    • Q: How do we 
 truly leverage mobility?
    • 10 Identifying Methods for Technology to: •  Provide a better understanding of what consumers want as they come through the door •  Provide store associates the ability to use all corporate available information to assist these customers •  Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying Our Objectives in Active Retailing
    • Mobile is 
 changing 
 how consumers interact with retailers 
 (in-store or not).
    • Mobile Use Will Accelerate Source:  StatCounter  Global  Stats,  5/13.  Note  that  PC-­‐based  Internet  data  bolstered  by  streaming  
    • The Methods of 
 Interaction Are Changing Source:  Google,  Mobile  In  Store  Research,  May  2013   82% of shoppers use search engines when researching in-store!
    • 1in 3 shoppers use their
 smartphones to find
 information instead of
 asking store employees. Source:  Google,  Mobile  In  Store  Research,  May  2013  
    • The App Reboot Retailers are identifying where consumer mobile apps fit into their strategy •  Rush to App delivery created poor representation •  m. showing higher eCommerce usage (8% à 11%) •  Strategic Alignment to In-Store Strategy? •  Customer or experience differentiation? •  Turn “showrooming” into an advantage? •  Why will they use it? Source:  ComScore,  June  2013  
    • 16 Self-Service Thinking: •  In-store navigation / shopping lists / coupons •  As a key to loyalty / rewards program •  Gift registry creation or fulfill •  Self-checkout / Mobile wallet Active Retailer Thinking: •  Using alternative channel browsing and interest history to produce in-store recommendations/incentives •  Consumer paths in-store •  Is this enough to build a rewarding in-store experience? Rebooting the Consumer App
    • To Be Continued…
    • 18 Identifying Methods for Technology to: •  Provide a better understanding of what consumers want as they come through the door •  Provide store associates the ability to use all corporate available information to assist these customers •  Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying Our Objectives in Active Retailing
    • 19 Stimulus! Share Exposed! Times per Trip! Seconds per Exposure! End aisle display! 100%" 15.5" 5.8" Free-standing display! 100%" 9.0" 4.0" Display bins! 97%" 4.2" 3.3" Floor ads! 91%" 2.9" 2.4" Product pallet! 85%" 2.1" 4.9" Shelf ads! 62%" 4.9" 2.5" Coupon dispensers! 50%" 3.9" 3.0" Store staff! 6%" 1.5" 45.0" Video or interactive 3%" 8.0" 2.5"
    • 20 Stimulus! Share Exposed! Times per Trip! Seconds per Exposure! End aisle display! 100%" 15.5" 5.8" Free-standing display! 100%" 9.0" 4.0" Display bins! 97%" 4.2" 3.3" Floor ads! 91%" 2.9" 2.4" Product pallet! 85%" 2.1" 4.9" Shelf ads! 62%" 4.9" 2.5" Coupon dispensers! 50%" 3.9" 3.0" Store staff! 6%" 1.5" 45.0" Video or interactive 3%" 8.0" 2.5"
    • Mobile is creating opportunities for store associates to 
 rebuild trust with customers.
    • 22 Provide store associates the ability to use all corporate available information to assist these customers •  Ending the information divide 
 between customer online 
 and in-store personas •  Closing the physical divide
 between the associate and the
 information required At the Point of Interaction
    • 23 •  Customer Steward – Stock & product information, check customer orders, order store-to-store or store- to-home, gift registry, loyalty sign-up •  Efficiency – Mobile PoS (line breaking), perform check-out in-aisle, paperless receipts •  Communication – Weekly, daily, real-time notifications, VOIP, augmenting the store portal •  Notifications – Truck at dock, corporate to employee alert (safety, closures) •  Employee – Self-service, training, HR processes Common Use Cases for Associates
    • 24 Stimulus! Share Exposed! Times per Trip! Seconds per Exposure! End aisle display! 100%" 15.5" 5.8" Free-standing display! 100%" 9.0" 4.0" Display bins! 97%" 4.2" 3.3" Floor ads! 91%" 2.9" 2.4" Product pallet! 85%" 2.1" 4.9" Shelf ads! 62%" 4.9" 2.5" Coupon dispensers! 50%" 3.9" 3.0" Store staff! 6%" 1.5" 45.0" Video or interactive 3%" 8.0" 2.5"
    • Mobile has the ability to significantly change how we manage and support retail stores.
    • 26 Ensure store layout, product placement, and behind the scenes services are in alignment with customers quickly finding & buying •  Permanently out of the back 
 room and on the floor •  Ensuring we’re able to efficiently
 perform store support 
 processes – reducing non 
 value-add tasks Managing the Store and Employees
    • 27 •  Store Objectives – End cap and shelf layout, seasonals, augmented reality, store audits, QA/QC •  Efficiency – Mobile PoS (line breaking), visibility to customer requests, associate app monitoring & request for help •  Communication – Communication to staff/DM/ corporate, finding people for open shifts •  Notifications – Manager to employee alerts (safety, closures) •  Employee – Associate on-boarding, training & certifications Common Use Cases for Store Managers
    • Example: Family Dollar 28 •  Poor utilization, non-actionable data •  Version 1 was to “App the current 
 process” •  Less utilization than paper •  Enhancements: •  User Experience •  GPS, image capture •  Differences in status •  85%+ utilization •  Data spurring 
 Store Ops engagements
    • Example: Family Dollar 29
    • 30 •  Store Information – Store inspector, hours, contacts, location, services, status •  Store Analytics – Visibility to staffing, store performance dashboards, audit actions •  Store Objectives – Auditing and compliance (multiple) •  Communication – Communication to staff/corporate •  Employee – Associate and store management on- boarding, training & certifications Common Use Cases for District Managers
    • We’re Just Getting Started.
    • 32 •  Store Specialists – Additional audits, store communication and coordinating visits •  Real Estate – Regional and site surveys and identification, share and annotate CAD with Store Dev •  Store Development – “Store in a Box”, program management, vendor scheduling/communication, CAD annotation, photo capture, fixture order/change •  Merchandising – In-store QC, Quick info on Lot #, status reporting, store visit reports, market basket pricing, competitor pricing, vendor contacts Opportunities Throughout the Process
    • 33 •  Loss Prevention – View negative transactions (refund, void), field audit, pool point adjustments, audio/video recording of LP cases, alarm activity, access in-store camera •  Manufacturing/QA – Process management, audits, QA/QC (a whole other webinar) •  Distribution Centers, Logistics, Business Continuity, Product Development, Supply Chain, HR, Finance Opportunities Throughout the Process
    • Where To Begin?
    • Business Drivers Market Opportunity Innovation Strategy & Alignment Mobile Strategy & Prototype: Approach Action Plan Recommend Use Case Risk Analysis Use Case identification Innovation through visualization Business & IT Roadmap Stage I: Direction Setting Stage II: Ideation, Assessment, Risk Analysis, Visualization Stage III: Roadmap & Next Steps App Portfolio
    • Mobility Strategy: Details 36 •  Define the Vision •  A Day in the Life – Visits with key roles/associates/etc. •  Business Metrics •  Associate experience •  Business model simplification •  In-store customer efficiency •  Supply chain action response time •  etc. •  Innovation Environment •  Disruptive change and opportunity within mobile •  Review of market trends •  Retail specific innovation •  Innovation from other industries •  Innovation influence •  Primary: Employees, distributors, suppliers, leadership, partners, etc. •  Secondary: Customer interaction via associate channel
    • Mobility Strategy: Details 37 •  Identification of scenarios •  Ideation Framework •  Simplification of process •  Elegance in customer interactions •  Reduction of complexity – data, requirements •  Primary business value 
 driver and actor for each 
 scenario •  Associates •  Store Manager •  District Manager •  Executives •  LP, Merch, Specialists... •  etc. Ideation Framework
    • Scenario Matrix – Ranking 38 Building a Roadmap of Mobile Opportunities! -  Impact to Core Metrics! -  Process Innovation! -  Readiness! -  Level of Effort!
    • App Portfolio 39 Scenarios à Groupings à Modules à Applications
 
 Prioritization of Apps & Functionality!
    • Mobile strategy for consumers 
 is just the beginning.
    • Propelics Kickstarts 41   Propelics Special Offer Free 1 Hour Mobile Advisory Call info@propelics.com 888-405-2820 Mobile App Roadmap Kickstart Mobile App Scoping & Planning Mobile Center of Excellence Mobile App Rapid Prototyping IT Readiness for Mobile Kickstart Prototype Factory
    • Thank you (Q&A) @propelics
    • •  Innovation Focus •  Engaging Process •  Mobility Centric •  Experience Across Industries •  Enterprise Solutions •  Advisors, Strategists, Implementers •  Strategy at the Pace of Mobility