The document proposes a mobile shopping solution that allows customers to scan product barcodes with their smartphones to add items to a virtual cart and pay without queues. It addresses potential thieves by suggesting reliable target groups, various security solutions like weight checks and RFID chips, and a gradual introduction strategy. The solution would benefit consumers through quicker shopping and product information, shops through increased competitiveness and customer data, and both through improved communication. A similar system is used by Waitrose in the UK. The target group in Poland is identified as smartphone users ages 35 and under who spend at least 2000 zł monthly and live in cities. The solution aims to evolve the shopping process further than competitors.

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2. problem
queues
in shops
2

3. solution
shop product
mobile
entrance barcode
payment
exit
scan
3

4. smartphones in poland
smartphone share in the total handset market (in units)
30% 27,1%
25%
20%
15%
11,5%
10%
5%
5% 3%
1%
0%
2007 2008 2009 2010 2011
4

5. where smartphone is used
home
on the go
in a store
77%
restaurant
work
at social gathering/function
cafe or coffee shop
doctor’s office
airport
library in a store
school
source: “The mobile movement” by Google 5

6. smartphones and shopping
79% of users Rely on smartphones to help with shopping
78% 69% 52% 78%
in-store product contact find and use offers
drivers information retailer & discounts
• located a retailer • read product • called a retailer • looked for promotions
information and reviews and coupons
• compared prices • contacted retailer
to decide • compared features in any other way • used discount coupon
of a product on phone
• searched store’s
inventory • used barcode scanner
• watched online video
source: “The mobile movement” by Google 6

7. we are one step farther
than self-service cash
in changing people behaviour
7

8. advantages
consumers shops common
• quicker shopping • increased • shop-consumer
competetiveness communication (i.e. discount
• information
information, loyalty program)
about products • detailed information
of particular client (database)
8

9. problem that arose
thieves
(problem appears
at the groceries)
• realible target group
• various security solutions
• introduction strategy
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10. thieves problem solution
reliable target various security introduction
group solutions strategy
• Apple have already introduced this way of • comparison of assumed weight of scanned • 10-products/quick - line cashiers
shopping (we have a simillar target group) products with the weight of out-taking
• big-size product’s shops
products
• profile based system provides and stores
• random double-check on exit desk
information about any theft attempt • random customer inspection by security
discovered by security stuff (attaches it to stuff
the phone number)
• RFID chips attached to more expensive
products
10

11. smartphone users in poland (our target group)
• 35-years old is a major group of smartphone users
• 42,5% people under 25 years old
• 28% of smartphone users are those with monthly income 2000 – 2999 zł
• in the group of >7000 zł monthly income 40% are the smartphone users
• 40% smartphone users come from big cities
• 27% smartphone users pays more than 100 zł monthly on phone fee
• group is almost twice bigger than among old-mobile-phones users (16%)
• 42% uses mobile internet everyday
source: “Profil użytkowników smartphonów” by Acixiom 11

12. how the shopping process is evolving
12

13. Waitrose in UK as a similar solution
step 1. approving a credit card at customer’s service
desk and signing into a shop database
step 2. collecting a barcode scanner
step 3. scanning and adding items to the chart
step 4. checking out and paying at the welcome desk
step 5. (optional) being inspected by a security stuff
source: www.waitrose.com 13

14. we are one step further than anyone
14