the roi of empowering associates through in-store mobility

The ROI of Empowering Associates with In-Store

Mobility

#Mobility

Webinar Sponsored by

#Mobility

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#Mobility

#Mobility

Panelists

Danya Rielly

Product Marketing Manager,

Raymark

Scott Pearson

CEO,

Retaligenta Raymark Company

Debbie HaussEditor-in-Chief

Retail TouchPoints

MODERATOR

Presented by

Today’s brick-and-mortar

retailers are using

technology to:Remain Competitive

Exceed Customer Expectations

Build Memorable Customer Experiences

Provide Outstanding Service

Grow Customer Relationships

Despite the hype,

online sales only

represent

of overall US retail

sales.

5.8%

Why is in-store mobility important?

What solutions are being considered?

How to best implement a retail

mobility strategy.

What the future holds…

1

2

3

4

Why Mobility,

And Why Today?

Most Likely to Own Multiple Connected Devices

72% Adoption Rate for Smartphones

Most Likely to Own an iPhone

GEN Y

82%of smartphone shoppers use search

engines while shopping in the storeSOURCE: Google Think Research Studies April 2013

Shopping habits are changing

of consumers investigate purchases

online, before purchasing off-line34%

25%Frequent mobile shoppers spend 25% more in-store

80%of companies believe they deliver a

superior experience to their customers.SOURCE: BAIN & COMPANY

8%of companies deliver a superior

experience, according to customers. SOURCE: BAIN & COMPANY

Consumers

overestimated and

sales associates

underestimated

transaction times. - Association for

Consumer Research

Customers state that

20% of products they want

are out of stock,

but inventory management

systems state that

only 2-3% of products

ever run out before being

replenished.

SOURCE: HBR.COM

“People will forget what

you said, people will forget

what you did, but people

will never forget how you

made them feel.”

- Maya Angelou

“There’s been a shift from retailers pushing

goods to consumers being able to pull what

they want from a variety of different places that

didn’t exist five years ago. Retailers are

recognizing that their key differentiator could

be that person standing in the store.”Alison Paul,

retail consultant for Deloitte

as quoted by Time Magazine

“Provide sales

associates with

powerful mobile

devices to build

relationships,

not just execute

transactions.”SOURCE: LUXURYSOCIETY.COM

Like a Fish in

Water:Using Mobile

Technology Benefits

Adoption and

Training Speed

48%of retail employees are not very likely

to make a genuine effort to find a new

job in the next year.SOURCE: FAMILIESANDWORK.COM

11.2years

Employees who answered not very

likely plan to stay 11.2 years before

attempting to change employers. SOURCE: FAMILIESANDWORK.COM

What Are the

Most Common

Mobile Solutions

“Mobile POS Will

Surpass $2 Billion

in 2013”

POLL: Do you have plans to

invest in mobile store

solutions in the next:

0-12 months

13-24 months

25 months or more

No plans for investment

Already invested, won’t be investing more

Tablets and

Smartphones are

the Digital Swiss

Army Knife

Advantages of Mobile

Product Lookup Tools:Save the Sale

Provide Outstanding Service

Intelligent, Informed Selling

Cross-Sell and Up-Sell Tools

Alternative Product Selections

Clienteling is Much More

Than the Little Black Book!Loyalty and Brand Advocacy

Provide Personalized Customer

Experiences

Customer Communication Tools

Associate Dashboards

Develop a Consistent Brand

Experience

Courteous and HelpfulIntroductionGet acquaintedProvide good serviceAddress immediate needsInvite into loyalty programFollow upThank You

Client Friend

Recognition; GreetingGreat serviceAfter Sale Follow-upPermission to Contact forIn Store Events New MerchandiseSatisfaction Follow-upLoyalty OffersDouble/Triple PointRedemption

Customers FavoriteShops regular with youSpecial thingsCall or Email regularlyInvite to Special EventsPersonal call to check onPick Out MerchandiseCross Shop for customer

Customer

First sale Repeat visit Continued loyalty

The Power of Clienteling – Impacts to the Customer Lifecycle

(Traffic) x (Conversion Rate) x (Average Transaction Size) = {Sales}

Traffic

Conversions

Transactions

The Power of Clienteling – Impacts to Retail Math

The Power of Clienteling

Increase in Annual Spend

for Clienteled Customers

33% increase

in the number

of repeat

customers.

63% increase in

transaction

size for

clienteled

customers.

24%

conversion

rate within 14

days on

customers

with an

associate

executed

outreach task.

6% increase in

total traffic

attributable to

associate

outbound

communication.

8% increase in

margin attributed

to more active

pre-selling and

getting customers

into store before

sale.

Conversion rates increased as

much as 9% when customers were

assisted by associates who possess

a high degree of product

knowledge and demonstrate

strong interpersonal skills.

Strategies for

Implementing

Mobility

Omni-Channel

Deployment

New Devices and

Operating Systems

Omni-Channel Retailing is about creating a seamless consumer

experience across all shopping channels.

Retailers cite application

integration as the top

challenge over the next 3

years.

POLL: What’s your hardware

platform of choice for

in-store mobility?

iOS Handheld (ie. iPod Touch or iPhone)

iOS Tablet (ie. iPad or iPad Mini)

Android Handheld

Android Tablet

Windows Handheld

Windows Tablet

SOURCE: RIS STUDY ON MOBILITY

Keeping up with new technologies and

capabilities can sometimes feel like

swimming against the tide.

Plan for Obsolescence

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Data Agnostic

Mobile

Software

Must

Be…

OS Agnostic

Deployment Agnostic

Flexible and Extensible

Questions to ask your retail mobile software vendor

Does your application support BYOD? How?

Does your application store any data locally?

What happens if a device falls into the wrong

hands? Or, when an associate leaves the

organization?

Does your application work with any mobile

device management solutions?

Checklist:

Can your application consume data from any data

source, including external data sources like social

media? Is it truly data agnostic?

Can your application consume data in real-time,

providing the most accurate information to

associates and customers?

Is your application centralized, providing a true

360 degree view of the customer data across all

stores and channels, and enterprise-wide

inventory information in real-time?

Is your application native or web? Is it locked to

any one device? Can it work on the existing PCs I

have in my stores?

What peripherals are supported by your

application on different devices? Printers,

scanners, card swipe…

Is your application fully PCI compliant or can you

support hardware that removes the application

from the scope of PCI?

What happens if a new mobile device comes out a

year from now? Will I have to change my software?

The Future

Of Mobility

2004 2005 2006 2007 2008 2009 2010

“Instagram registers consumer

engagement 18 times that of

Facebook”SOURCE: LUXURYDAILY.COM

“21% of Pinterest users have

bought an item in a store after

pinning, repinning, or liking the

item on the site.”SOURCE: BUSINESSINSIDER.COM

Social Interactions

Omni-Channel Wishlists

Data Mining

Associates & Consumer Mobile

“By 2017, at least half of all

companies will require

BYOD, while 40% will be

offered a choice between

BYOD or company supplied

devices.”

Retail mobility is a critical component in most retail environments.

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3

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To maximize ROI, consider implementing not only POS

but also other mobile solutions such as product

location, inventory management and clienteling.

Consider solutions that are data agnostic, OS agnostic

and native, can be deployed on-site or in the cloud,

and are highly flexible and extensible.

The future is mobile, social, and interactive!

#Mobility

Thanks for attending!

View and download this presentation here:

http://rtou.ch/storemobility