Transcript Mobile Devices in Retail

MOBILE DEVICES IN RETAIL
An overview of mobile technologies at the 2014
National Retail Federation’s “Big Show”
MOBILE TECHNOLOGY HAS BEEN A PART
OF RETAIL FOR YEARS
Sales and Stock Floor use two-way radios for
communication, wireless inventory scanners, and
portable network printers for keeping
merchandise properly tagged
Scanners and printers depend on the store having a
secure wireless network in place
This network connects to a corporate WAN from
which price and inventory information is pushed
to and from the stores
CURRENT RETAIL MOBILE DEVICES
Inventory
Scanners
Portable
Printers
Sales Floor
Walkie Talkies
NEW MOBILE TECHNOLOGIES IMPROVE
EFFICIENCY
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New handheld scanners
Show inventory at other
stores
 Can connect
warehouse/distribution
center info
 May connect to Web for
more info on products
 Answer phone calls
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Use the same system for
mall kiosks through
large chain stores
 Add modules,
capabilities, as needed
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Department locations
Promotions
Sales
Shelf Labels
Reduces paper waste
Centrally updated
Mobile Point-of-Sale
Sales floor, trade & craft
shows
 Self Checkout and
Express Checkout
 Mobile Wallets
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Digital Signage
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Scalable Store
Management Systems
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BYOD/Customer Mobile
Devices
NEW MOBILE DEVICES
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Motorola MC40
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Integrates radio,
telephony, and
inventory info
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Display Data ESLs
Electronic Shelf Labels
 Wirelessly update price,
promotion information
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INTEGRATING CUSTOMER DEVICES
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Retailer mobile web sites and apps
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Pared down, specific information
Shopping lists
Mobile coupons
Inventory view
Online ordering
SMS sale notifications
 Customer self-service
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Scanning
 Mobile checkout
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QR codes
 Mobile wallets
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EXAMPLES OF MOBILE SITES AND APPS
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Michaels Arts and Crafts
Mobile App
Main Page
Mobile Web
Main Page
Mobile
Coupon
EXAMPLES OF MOBILE APPS
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Target
Mobile Web
Mobile App
Mobile Menu
NON-BRAND-SPECIFIC RETAIL APPS
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Coupon-sharing apps
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Snip-Snap, Retail-Me-Not, etc.
Code Scanners
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Barcode Scanners
Link to reviews, availability
 Sell through online marketplaces
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QR Scanners
Link to manufacturer information, reviews
 May also link to online marketplaces
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TAG Scanner
Microsoft’s color code scanner
 Acts like a QR Scanner for TAG-coded items
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Product review sites
TRACKING IN-STORE CUSTOMERS
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Uses include
Store merchandise display management
 Loss Prevention
 Push notification of specials
 Analytics – What are customers looking at, versus
what are they buying, and at what price point?
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Done with
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WiFi beacons (video)
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Public WiFi
Bluetooth beacons
Activated by consumer apps
ASSOCIATE MOBILE DEVICES
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Company owned devices
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Inventory, price, location; sale completion
Interstore ordering and cross shipping
Associate task notification
Customer movements (as seen by cameras, beacons)
 Customer “Call buttons”
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Personal devices
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Usually not allowed on sales floor, but essential to
provide excellent customer service
Bing/Google research obsolete products to suggest similar
ones
 Pinterest to demonstrate ideas for using the store’s
products
 YouTube and blogs for instructions and techniques
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Remote access for store and district managers
THE MODERN CASH REGISTER
Point of Sale System
(POS)
Computer-based
(software)
Card swipe
Barcode scanner
Cash drawer
Receipt printer
PAYMENT PROCESSING
A separate system and/or service
may be used to verify card payments
 Verification requires robust, secure
communication (either telephonic or
Internet) between the service, the
payment processing terminal, and
the POS terminal
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HOW THE CASH REGISTER WORKS
The POS system (software) controls the opening
and closing of the cash drawer for cash sales
 The Payment Processing Terminal processes noncash payments and sends approval or denial
messages to the POS
 A receipt is printed upon acceptance of payment
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CASH REGISTER OF THE FUTURE
Revel Systems
iPad-based POS
system
Verifone PWM e410
iPod-based payment
processing system
UPDATED COMPONENTS
Mobile POS software (e.g., Vend)
 Tablet-based POS terminals (e.g., HP MX10)
 Ultra-small USB and Bluetooth barcode scanners
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UPDATED WORKFLOW
The POS still controls the cash drawer
 Mobile payment processing peripherals fit onto
tablet-based POS terminals
 Terminals also accept mobile-wallet payments
 Customers are offered e-mail receipts
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Physical receipts may still be available
E-mail addresses are harvested for customer loyalty
programs
ISIS
NFC Mobile Wallet
Payment Terminal
MOBILE PAYMENTS
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Mobile Device as Payment Processing Terminal
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Square, Pay Anywhere, PayPal Here, Intuit, etc.
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Payment Processing Cradles
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Fit over iPhones or iPads
More stable swiping technology
Integrate into store’s secure networks
Mobile Wallets
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Swipe credit cards, connect to payment processing systems
Requires network connection
PayPal Mobile, Amazon, Google Wallet
Powered by connections to bank accounts, traditional credit
cards
NFC (Near Field Communication) Wallets
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e.g., ISIS
Connects to specific bank cards, manages bank cards
Uses NFC chip, secure layer, and password
Tied to specific device
Hover to pay
SUMMARY
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From before you walk into the store until well
after you walk out, mobile devices are hard at
work to bring you the magic of finding what you
want, when you want it, letting you pay by a
variety of methods, and minimizing the time you
need to wait for service