This document discusses how retailers can use mobile technology to innovate the in-store shopping experience. It outlines that store footfall is declining as digital usage increases. It then describes several use cases for how mobile can help with browsing products in-store, location-based experiences, new payment options, staff enablement, and productivity. The key takeaways are that mobile can improve important retail KPIs through enhanced in-store shopping experiences, more efficient checkout and delivery, better trained sales associates, and increased staff productivity and collaboration.

1. RETAIL INNOVATION WITH MOBILE TECHNOLOGY
RETAIL | DIGITAL | END TO END

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C O N T E N T S
• ABOUT ME
• THE DIGITAL & MORTAR LANDSCAPE
• THE USE CASES
• BROWSING
• LOCATION BASED
• PAYING
• STAFF ENABLEMENT & PRODUCTIVITY
• KEY TAKEAWAYS

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ABOUT ME
• I run retail-innovation.com.
with 450 visitors per day.
• I’m REPL’s Digital Director. I
joined in October.
• I’m famous for putting digital
in store at M&S
• I’ve worked for /with a
number of big name retailers
in my career.
• I’ve worked with the web since
it all began.

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RETAIL IS IN THE BLOOD

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DIGITAL STORES INTERNATIONAL
DIGITAL STORES UK
CATEGORY SPECIFIC INNOVATIONS
M&S.COM REPLATFORM (UK)
MY WORK AT MARKS & SPENCER

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ABOUT REPL DIGITAL
• We’re a specialist in bringing digital into
store
• UK based; 160 employees
• We have a mobile platform which
enables store staff to be more
productive.
• We’ve been innovating in the mobile in
store space since 2011 and work with
over 30 retailers worldwide including: -

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THE DIGITAL & MORTAR
LANDSCAPE

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THE WAY PEOPLE BUY IS RAPDILY CHANGING
• There is an adjustment taking place in the
market between bricks & digital.
• UK store footfall has been declining.
• Digital influence on purchase continuing to
rise and mobile/tablet main drivers. Usage
continuing steep trajectory.
• Delivery costs rising and online pure-play
retailers going out of business.
Source: BI Intelligence
Device usage growth

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CUSTOMER SERVICE IS KEY
• Customer expects online and offline
assistants to be knowledgeable.
• There are significant up-sell & cross-
sell opportunities.
• Store staff should use mobile digital
tools to keep them on the pulse.
• Customers use devices for self-service
in store; comparing products/prices,
getting advice from friends & taking
photos.

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Attracting
the customer
into store
Create great
customer
experience
Convert the
opportunity
Staff enablement
& productivity
Reduce staff
turnover
FOOTFALL
Increase Net
Promoter Score
Increase customer
satisfaction
Improve product availability
Increase staff on shop floor
Increase conversion
Increase time spent
in store
Increase average
basket size
Improve staff
productivity
DRIVING THESE KPI’S FIT INTO 4 INITIATIVES
Increase visitors
into store
HOW SHOULD YOU PRIORITISE YOUR INVESTMENT?
AVERAGE SPEND COSTS PROFIT

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THE USE CASES

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BROWSING
USE CASES

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GETTING PRODUCT INFORMATION
Customers using mobile to identify
product and find out more, like, add
to wish list or order.
BEACONS ON PRODUCTS
IMAGE RECOGNITION
NFC ON SHELF EDGE

14. USE CASE
In the following video, Macy’s
demonstrate how you, as a
retailer can engage the
customer as they interact
with products.
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/ibeacon-trial-at-macys/

15. USE CASE
In the following video, SES &
Wincor demonstrate how the
customer can get product
information from shelf edge
labels.
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT https://youtu.be/n8v8RZ9ZnXs

16. • In the following video,
Hointer display one of each
product and you order your
size to the changing room.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/us-retailer-hointer-uses-robots-to-
deliver-your-selections-to-the-fitting-room/

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18
LOCATION
USE CASES

18. MOBILE NAVIGATION
• Technology pilots appeared in
2011 at Macys. Very few other
examples.
• Cost prohibitive – requires indoor
receptor and non food retailer not
likely to hold digital planograms.
• However, new WI-FI points soon
to be replacing end-of-life kit.
These can triangulate customer
location. Additionally as more
retailers dispatch from store,
digital planograms may start to be
created.

19. Location Based Targeting
• Who knows where you are?
– Google location history has been
charting where you are going.
– Handset Manufacturers, mobile
operators can also track you
– Apps using geo-location services
• Use Case
– Customers can search for
product/service nearby.
– Real-time bidding retailers
promote products/services if
nearby.

20. Use Case
In the following video,
Telefonica demonstrate how
you, as a retailer, can source
data on how crowds are
moving.
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/telefonica-provides-real-footfall-data-
to-retailers/

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Crowd-sourced delivery
What is it?
Delivery drivers bid to deliver a
parcel like Uber Taxis.
How will it be used?
Retailers dispatch from store using
quickest, most efficient delivery
mechanism
Who’s working on it?

22. • In the following video,
Meat Pack disrupt your
shopping journey with a
live offer
Use Case
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/mobile-app-that-hijacks-you-from-a-
rival-store/

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PAYING
USE CASES

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PAY ANYWHERE
• Through use of
mobile, customers can
be given more
convenient places to
order & pay.
• Hospitality has had
many successful trials
whilst retailers still
experiment.
PAY IN CAR SHOP & GO
PAY AT TABLE PAY IN STADIUM

25. In the following video,
PowaTag demonstrate how
you can order & pay with one
click in new places
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/one-touch-purchase-for-everything-
you-see/

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PAYING WITH A DEVICE
Mobile is enabling customers to pay
with their devices at the Point-of-
Sale
PAY BY WATCH PAY BY PHONE
CHECK-IN & PAY

27. The following video
demonstrates how ApplePay
will work on the Apple Watch.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/apple-pay/

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STAFF ENABLEMENT &
PRODUCTIVITY

29. Assisted Selling in store
• Drives significant incremental
sales often rescuing sales that
would have been lost.
• Allows colleagues equipped with
product information on device to
take orders / answer enquiries
on shop floor.
• Opportunities to cross-sell /up-
sell through existing online
relevance tools
• Most large retailers are trialing
or about to. Macys and M&S
were early adopters.

30. Workforce Management in store
Mobile is also being used to
manage and report status on
operational tasks like
managing staff rotas &
carrying out head-office
instructions etc...

31. Social Collaboration / Communication
• Mobile makes colleagues
more productive on shop
floor.
• Tools can open dialogue
between colleague in
store, peers in other stores
and head office.
• Opens feedback loop that
• Successful trials in M&S,
Arcadia

32. The following video
demonstrates how Tesco use
social platforms to connect
their staff.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT https://youtu.be/cdUNlQHgoak

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KEY TAKEAWAYS

34. Key Takeaways
• Store footfall continues to decline as device usage
grows.
• There are several core KPIs that mobile can improve.
• Mobile technology has potential to enhance in store
shopping experience through:
– Location based marketing in store or attracting you into store
– Removing friction from payment process
– Providing fast/efficient delivery from store to home
– Making colleagues better sales people
– Making colleagues more productive and better
connected/informed

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RETAIL INNOVATION WITH MOBILE TECHNOLOGY