NFC applications in retail Empowering the consumer since 2006

Epilog This presentations shows two applications we developed conceptually and to some extent also technically in the years from early 2006 to 2007. Take it as a source for your ideas. The “ Mobile Prosumer ” is a mobile phone application for additional product information at the point of sale. The “ Mobile Sales Assistant ” is a mobile phone application for sales assistants to quickly discover actual stock situations. The Mobile Prosumer was conceptually driven by Stephan Karpischek and Florian Resatsch. Recently we conducted a focus group with TNS Infratest to test consumer responses to such concepts. In case you are interested in the results, pls contact Florian Resatsch.

This presentations shows two applications we developed conceptually and to some extent also technically in the years from early 2006 to 2007. Take it as a source for your ideas.

The “ Mobile Prosumer ” is a mobile phone application for additional product information at the point of sale.

The “ Mobile Sales Assistant ” is a mobile phone application for sales assistants to quickly discover actual stock situations.

The Mobile Prosumer was conceptually driven by Stephan Karpischek and Florian Resatsch. Recently we conducted a focus group with TNS Infratest to test consumer responses to such concepts. In case you are interested in the results, pls contact Florian Resatsch.

The complete team Project Lead Stephan Karpischek - Strategy, Technology, Research Florian Resatsch - Strategy, Business Development, Research Research Associates Daniel Michelis – Research Uwe Sandner – Research Students Bin Ge - Marketing Stephan Hamacher - Strategy, Business, Project Management Anne Hoepfner - Business Jan Michael Ihl - Design Miriam Kallischnigg - Business Johannes Scholl - Technology, Design (Mobile Prosumer LOGO) Consultancy Mark Butler - Cultural Scientist and Visionnaire Peter Stulz - 3D Graphics

Project Lead Stephan Karpischek - Strategy, Technology, Research Florian Resatsch - Strategy, Business Development, Research

Research Associates Daniel Michelis – Research Uwe Sandner – Research

Students Bin Ge - Marketing Stephan Hamacher - Strategy, Business, Project Management Anne Hoepfner - Business Jan Michael Ihl - Design Miriam Kallischnigg - Business Johannes Scholl - Technology, Design (Mobile Prosumer LOGO)

Consultancy Mark Butler - Cultural Scientist and Visionnaire Peter Stulz - 3D Graphics

Mobile Prosumer Structure Problem The Mobile Prosumer Value Proposition Core of the application Exemplary use cases Market research Supply chain tag benefits Technical overview

Problem

The Mobile Prosumer

Value Proposition

Core of the application

Exemplary use cases

Market research

Supply chain tag benefits

Technical overview

Problem Most available information about products is separate from them.

Most available information

about products is

separate from them.

Problem For the customer The consumer relies upon the sales assistant at the point of sale to access relevant information concerning the product Independent decision making is difficult based on this information source This increases the customers subjective feeling of insecurity. Lack of time Lack of influence on the product development (feedback channel) (Bildquelle: www.trendwatching.com , 2006)

For the customer

The consumer relies upon the sales assistant at the point of sale to access relevant information concerning the product

Independent decision making is difficult based on this information source

This increases the customers subjective feeling of insecurity.

Lack of time

Lack of influence on the product development (feedback channel)

Problem For the retailer The customers subjective feeling of insecurity leads to fewer spontaneous purchases, and less customer loyalty. Consumer behaviour at the point of sale is difficult to measure (e.g. overlooked target group) There is no further information on a specific product and no communication channel for additional benefits The customer becomes more aware and more critical (Bildquelle: www.trendwatching.com , 2006)

For the retailer

The customers subjective feeling of insecurity leads to fewer spontaneous purchases, and less customer loyalty.

Consumer behaviour at the point of sale is difficult to measure (e.g. overlooked target group)

There is no further information on a specific product and no communication channel for additional benefits

The customer becomes more aware and more critical

The Mobile Prosumer Display of relevant product information on the mobile phone. Modular and personalised information service at the point of sale Real-time monitoring of consumer behaviour Feedback channel producer and Retailer (CRM) solution:

Display of relevant product information on the mobile phone.

Modular and personalised information service at the point of sale

Real-time monitoring of consumer behaviour

Feedback channel producer and Retailer (CRM)

solution:

Value Proposition Value Proposition for the consumer The Mobile Prosumer enables the buyer to recall relevant information at the point of sale Value Proposition for the retailer The Mobile Prosumer enables the retailer to provide the customer with information at the point of sale

Value Proposition for the consumer

The Mobile Prosumer enables the buyer to recall relevant information at the point of sale

Value Proposition for the retailer

The Mobile Prosumer enables the retailer to provide the customer with information at the point of sale

Core of the application Service Local data 3rd party Content Sources Easy interaction Community Sources Producer Distributor Retailer Store (ERP) Supply chain information EPCIS NFC tagged product Feedback Channel DB Usage info

Exemplary Use Case: LOHAS (Products) Lookup aggregation modular Content resources personalization personal profile User preferences: regional product No E726 no cholesterol ethical production Vegetarian lookup

Exemplary Use Case: LOHAS no geneticly modified food nutfree no cholesterol fair trade suitable for vegans product features : no geneticly modified food nutfree no cholesterol fair trade suitable for vegans preferences: Positive Lookup User preferences match with the features of the product probable: positive purches decision! 

Market research Detailed basket of commodities More accurate tracking of target group Matching of preferences with product features Ideal feedback channel for high quality research. Precise product identification without media break

Supply Chain to Consumer: Tag Benefits Serialised Global Trade Item Number (SGTIN) Supplier Distributor Store Customer Global Returnable Asset Identification (GRAI) Serial Shipping Container Code (SSCC) Mobile inventory taking Shelf management POS check-out Theft protection Everyday assistance Realtime information services Neutral information sources Pallets: Object monitoring & counting Shipping containers: Object monitoring & counting Item Level Information Information 800/900 MHz - ? 13,56 MHz A lot of information can be gathered

Technical Overview / Underlying Magic SOA – Service Oriented Architecture EPC / EPCIS – Electronic Product Code / Electronic Product Code Information Service ONS – Object Naming Service NFC – Near Field Communication

SOA – Service Oriented Architecture

EPC / EPCIS – Electronic Product Code / Electronic Product Code Information Service

ONS – Object Naming Service

NFC – Near Field Communication

BUT: more important open questions! Exemplary: Tag placement for users? (Source: www.bayerische-papierverbaende.de)

Exemplary: Tag placement for users?

Self-checkout? (Source: http://en.wikipedia.org/wiki/Image:Wal-Mart_Self_Checkout.jpg)

Mobile Sales Assistant (MSA) Information at the Point of Sale

Scenario at the Point of Sale “ Do you have these jeans in size 28?” Scenario “ Please wait here, i have to check..”

“ Do you have these jeans in size 28?”

Problems customer has to wait - even more frustrating if the wanted product finally isn’t available h salesperson loses contact with the customer - who might leave the shop. g checking for right size/color takes a lot of cost-intensive staff-time

customer has to wait - even more frustrating if the wanted product finally isn’t available

h

salesperson loses contact with the customer - who might leave the shop.

g

checking for right size/color takes a lot of cost-intensive staff-time

Solution: Mobile Sales Assistant stock information Server Application / EPCIS ERP system / stock of inventory salesperson searching for the right size EPC transfer NFC tagged jeans 1 jeans „ Prada“ Size 28 available in store 1 / 5x

MSA Benefits salesperson can stay with the customer h increased sales through information in the moment of customer service h less staff for sales needed h can be used for cross-selling advice and for advertising h system relatively easy to implement g EPCIS integration possible

salesperson can stay with the customer

h

increased sales through information in the moment of customer service

h

less staff for sales needed

h

can be used for cross-selling advice and for advertising

h

system relatively easy to implement

g

EPCIS integration possible

Every great advance in science has issued from a new audacity of imagination. John Dewey kpi - Stephan Karpischek - Internet Technologist Internet Technologist , Software and Business Developer Florian Resatsch - Researcher, Entrepreneur