MOBILE DEVICES IN RETAIL An overview of mobile

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 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 � Use the same system for mall kiosks through large chain stores � Add modules, capabilities, as needed � Department locations Promotions Sales Shelf Labels Reduces paper waste Centrally updated Mobile Point-of-Sales floor, trade & craft shows � Self Checkout and Express Checkout � Mobile Wallets � Digital Signage � � � Scalable Store Management Systems BYOD/Customer Mobile Devices

NEW MOBILE DEVICES Motorola MC 40 � Integrates radio, telephony, and inventory info Display Data ESLs � Electronic Shelf Labels � Wirelessly update price, promotion information

INTEGRATING CUSTOMER DEVICES Retailer mobile web sites and apps � Pared down, specific information � Shopping lists � Mobile coupons � Inventory view � Online ordering SMS sale notifications Customer self-service � Scanning � Mobile checkout QR codes Mobile wallets

EXAMPLES OF MOBILE SITES AND APPS Michaels Arts and Crafts Mobile App Main Page Mobile Web Main Page Mobile Coupon

EXAMPLES OFMOBILE APPS Target Mobile Web Mobile App Mobile Menu

NON-BRAND-SPECIFIC RETAIL APPS Coupon-sharing apps � Snip-Snap, Retail-Me-Not, etc. Code Scanners � Barcode Scanners Link to reviews, availability Sell through online marketplaces � QR Scanners Link to manufacturer information, reviews May also link to online marketplaces � TAG Scanner Microsoft’s color code scanner Acts like a QR Scanner for TAG-coded items Product review sites

TRACKING IN-STORE CUSTOMERS 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? Done with � Wi. Fi beacons (video) Public Wi. Fi � Bluetooth beacons � Activated by consumer apps

ASSOCIATE MOBILE DEVICES Company owned devices � Inventory, price, location; sale completion � Interstore ordering and cross shipping � Associate task notification Customer movements (as seen by cameras, beacons) Customer “Call buttons” Personal devices � 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 You. Tube and blogs for instructions and techniques � 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

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

CASH REGISTER OF THE FUTURE Revel Systems i. Pad-based POS system Verifone PWM e 410 i. Pod-based payment processing system

UPDATED COMPONENTS Mobile POS software (e. g. , Vend) Tablet-based POS terminals (e. g. , HP MX 10) Ultra-small USB and Bluetooth barcode scanners

UPDATED WORKFLOW � The POS still controls the cash drawer � Mobile payment processing peripherals fit onto tabletbased POS terminals � Terminals also accept mobile-wallet payments � Customers are offered e-mail receipts Physical receipts may still be available � E-mail addresses are harvested for customer loyalty programs ISIS NFC Mobile Wallet Payment Terminal

MOBILE PAYMENTS Mobile Device as Payment Processing Terminal � Square, Pay Anywhere, Pay. Pal Here, Intuit, etc. Swipe credit cards, connect to payment processing systems Requires network connection � Payment Processing Cradles Fit over i. Phones or i. Pads More stable swiping technology Integrate into store’s secure networks � Mobile Wallets Pay. Pal Mobile, Amazon, Google Wallet Powered by connections to bank accounts, traditional credit cards � NFC (Near Field Communication) Wallets 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 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