Redefining the Shopping Experience with Mobile Engagement

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Personalization is key to delivering memorable shopping experiences. Mobile engagement offers retailers a new way to increase shopper intimacy and differentiate their brand. What if shoppers could receive personalized communications and offers from a nearby store? What if once inside they could access product information and incentives, comparison shop, and contact an associate - all on their mobile device? This session will focus on how retailers can redefine the brick-and-mortar shopping experience with levels of personalization, information access and convenience comparable to that found online and complemented by enhanced levels of customer service and real-time promotion.

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Redefining the Shopping Experience with Mobile Engagement

  1. 1. Redefining  The  Shopping  Experience  With  Mobile  Engagement  Presented by Session sponsored by
  2. 2. #CCSeries13About  CCS  2013  ü 9 Webinars, 4 Daysü Sessions covering Mobile,Social, Store Ops,X-Channel, and moreü Featuring industryanalysts and consultantsü Free for Retail executiveswww.retailtouchpoints.com/connected-consumer-2013
  3. 3. #CCSeries13Follow  The  Webcast  On  Twi:er  #CCSeries13  @ConnectConsumer  @RTouchPoints  
  4. 4. #CCSeries13About  Retail  TouchPoints  ü Launched in 2007ü More than 25,000 subscribersü Provide executives with relevant,insightful contentü Free Resources such as White Papers,E-book, Webinars, Research andPodcastswww.RetailTouchPoints.com
  5. 5. #CCSeries13BrightTALK  
  6. 6. #CCSeries13Today’s  Panelists  Michelle MarianRetail Vertical Lead,NA Customer SolutionsMotorola SolutionsMODERATORDebbie HaussEditor-in-ChiefRetail TouchPoints
  7. 7. REDEFINING THE SHOPPINGEXPERIENCE WITHMOBILE ENGAGEMENTMICHELLE MARIAN, RETAIL VERTICAL LEAD, NORTH AMERICA
  8. 8. CHALLENGES FACING RETAILERS1. My customers know more than my associates know when they walkinto the store. How can I equip my associates to be on an equallevel?2. How can I begin to take payment from other places within the storeand remove POS lanes?3. How can I bring online metrics/capabilities to the in-storeexperience?4. Should I offer public Wi-Fi?5. How do I offer the same level of service in urban footprints?6. Location of customers or awareness that they’re in the store?7. How do I offer my customers a personalized experience?
  9. 9. INFORMATIONTECHNOLOGYSUPPORT ALL BUSINESS NEEDSEVALUATE, DEPLOY, MANAGE & MAINTAIN SYSTEMS AND TECHNOLOGYSTORE OPERATIONSCUSTOMER SERVICEMANAGER PRODUCTIVITY &EFFICIENCYEMPLOYEE EFFECTIVENESSLOSS PREVENTIONMARKETINGBRAND EXPERIENCESHOPPER LOYALTYCOMPETITIVE DIFFERENTIATIONSALES ENABLEMENTSUPPLY CHAININVENTORY MANAGEMENTVISBILITYEFFICIENCYREGULATORYCOMPLIANCEPCI/SOX/SAFETYSUSTAINABILITYDATA SECURITYCHALLENGES FACING RETAILERS
  10. 10. AGE DEMOGRAPHIC TRENDSFOR 2012 HOLIDAY SHOPPING SEASON
  11. 11. GENERATION Y USE THEIRMOBILE DEVICE TO SHOPLIKELY TO ACCESSGUEST WI-FIHandsets shipping thatwill be Wi-Fi enabledBig Box and anchortenant retailersoffering free in-storeWi-Fi to shoppersIncreased likelihoodthat a shopper using amobile device in-storewill make an in-storepurchaseAND RISINGMotorola Shopper survey 2012
  12. 12. MOBILE APPS HELPDRIVE PURCHASE DECISIONSSource: eMarketer
  13. 13. KNOW WHO IS IN THE STORE ANDCOMMUNICATE WITH THEMMESH CHANNELS. ALIGN THE SHOPPER’SONLINE EXPERIENCE WITH THEIR IN-STOREEXPERIENCEUSE IN-STORE LOCATIONING TO TAILORENGAGEMENTUSE ANALYTICS TO REFINE THESHOPPER EXPERIENCEPROVIDE SECURE ACCESS TO ANYONEIN YOUR BRICK AND MORTAR STOREENVIRONMENTRECONNECTING WITHTODAY’S SHOPPEROPTIMIZE YOUR STORE NETWORK TODELIVER VALUE-ADDED RICH-MEDIA TOOLS
  14. 14. Greet shopperearly & provideassistanceTrack purchaseintention acrossretailersIn-mall & in-storenavigation guidesshoppersLocationing andvideo analyticsassesses dwelltime to detectcustomer needsMALL WI-FI PORTAL ANDPARKING ANALYTICSVIRTUAL ASSISTANT w/AUGMENTED REALITYMULTI-STORE PORTALACCESS AND ANALYTICSDWELL TIME SENSING FORWORKER RESPONSE“PARKING AVAILABLE IN LOT 3”“WHERE CAN I GET LUGGAGE?”“SHOPPING LIST RETRIEVED…”“HMMM…NOT SURE WHAT I NEED”
  15. 15. Shoppers build andmaintain shoppinglists that areaccessibleanywhere, updateautomatically andreward loyaltyShopperidentified andretailer engagesin the journey assoon as they setfoot in the storeProvide productdetails in app withpromotions andincentives incontext of real timeshopper activityAnalytics usedto understandshopperbehavior,improve serviceand optimizeshoppingenvironmentSHOPPINGLISTPRESENCE PERSONALASSISTANTPOSTPURCHASESHOPPINGCARTFull functionshopping cartwith scantriggers, runningtotals, real timeincentives, andexpeditedcheckoutPRODUCT INFOLOOKUPAccessassistance fromin-storeassociates withthe press of abutton within theretailer’sapplication
  16. 16. PERSONALIZING THESHOPPING EXPERIENCEGuest AccessPresenceCustomer TouchpointsIncent ShoppersOffer StrategyCustomer ProfilingOffers and MessagesGreeted and EnabledShopper Applications
  17. 17. Seamlesscommunication& responseA trusted platformfor customers toshare theirthoughtsShoppers canfind products andreceive offersOffers & couponsprovided at theright time andlocation for useREAL-TIME ASSISTANCEFROM MALL OR STOREPRODUCT AVAILABILITY &SPECIAL OFFERSCUSTOMER PRODUCT &STORE REVIEWSCROSS-RETAILERCOUPON STORAGE“LET’S SCHEDULE A DELIVERY” “CUSTOMERS RATED IT 5-STARS”“TAKE ADVANTAGE OF THIS OFFER” “YOU SAVE $42.50 WITH COUPONS”
  18. 18. PERSONALIZED ASSISTANCE ADVANCED ASSISTANCEProvide context-driven personal assistance,Real time and relevantIN STOREPERSONALIZED ENGAGEMENT
  19. 19. INFORMATION AT SHOPPER’SFINGERTIPSEasy access to product detailsMore information than available onshelf or product packagingShopper can make more informeddecisionIN AND OUT OF STOREPRODUCT INFORMATION LOOKUP
  20. 20. SHOWROOMING AS AN OPPORTUNITYShopper SearchesPrices, Ratings andReviews, etc.Engage Shopper inReal TimeAnalyze TrafficIn Store ActivityUnderstand Key In Store Wi-Fi Usage to Drive Future ExperiencesSearch Behavior Top Retailers Top Products
  21. 21. Shopper entersthe store to look foritem they have pricedonline to check outthe featuresWireless networkcan detectshoppers presenceWLAN AnalyticsAssociate viaMobile WorkforceManagement thatshopper has beenidling in frontappliancesSHOPPER WLAN ASSOCIATEMOBILITYINVENTORY& APPSAssociate scansitem to accessesproduct catalog torespond toshoppers questionabout item.Associate accessesonline competitorsprice and performsa Price MatchANALYTICS& MWMAssociate isalerted on theirmobile device thatshopper requiresassistance and isloyalty customerand goes to assistSamsungStackable Machine$909.00
  22. 22. USE INSIGHT TO DRIVE ACTION ANDIMPROVED RESULTSTRIPPLANNINGINCREASE BASKET SIZE, TARGETED OFFERMANAGEMENTIMPULSE PURCHASES, ON THE SPOTASSISTANCECONSISTENCY ACROSS MULTIPLE CHANNELSRETAILER BACK END SYSTEM INTEGRATIONACCURATE STORE PERFORMANCE,STORE ANALYTICSINCREASED LOYALTY, ROBUST ANDSECURE ARCHITECTUREINCREASED ASSOCIATE PERFORMANCE,SHOPPING CART & PERSONAL ASSOCIATEIMPROVE STORE SALES, UTILIZE REAL-TIMETRIGGERS1234567812345678NEARSTOREINSTORECHECKOUTPOSTPURCHASEHOW CAN YOU POSITIVELY IMPACTTHE SHOPPER AT EVERYTOUCH POINT?
  23. 23. WHAT’S REQUIRED?Robust Customer Wi-Fi• Full store coverage and monitoring• Parking lot too?• Proper securityA Smart Phone Application• With good reasons to use itExcellent Analytic Software• Human analytics
  24. 24. KNOW WHAT YOURSHOPPERS WANT, BEFORETHEY DO.CONNECTINGWITH SHOPPERSYOU ASK ASSOCIATESTO DO MORE THAN EVER.WITH THE RIGHT TOOLS,THEY CAN.ENABLINGASSOCIATESWHEN I.T. DOESN’THAVE TO DO EVERYTHING,THEY CAN DO ANYTHING.EMPOWERINGITHELPING RETAILERS BUILDEXPERIENCES WITHTECHNOLOGY
  25. 25. CONTACT AND RESOURCESMichelle Marian, Retail Vertical LeadNorth America Customer SolutionsMotorola SolutionsMichelle.Marian@motorolasolutions.comLearn more at:www.motorolasolutions.com/retail
  26. 26. #CCSeries13Q&A  
  27. 27. #CCSeries13Q&A    //    Panelists  Michelle MarianRetail Vertical Lead,NA Customer SolutionsMotorola SolutionsMODERATORDebbie HaussEditor-in-ChiefRetail TouchPoints
  28. 28. #CCSeries13Mee=ng  The  Needs  Of  The  Cross-­‐Channel  Shopper    Tomorrow, 12 PM ET / 9 AM PTThank  You    For  Joining  Us  www.retailtouchpoints.com/connected-consumer-2013The next Connected Consumer Series session…

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