RETAIL MOBILE MANAGER

Transcription

1 RETAIL MOBILE MANAGER In Partnership:

2 Introduction Keeping Up with Consumers The basic premise of retail success hasn t changed much over the years and is really quite simple have the right product in the right place at the right price. However, executing on that simple premise in today s retail ecosystem is more challenging and complex than ever and continues to grow more so every day. With today s connected consumer and multi channel competition, the right product can exist almost anywhere in the world and the right place could be the palm of the shopper s hand. For the past decade retailers have experimented with various ideas to respond to these changes. For many the solution has been to arm their store managers and associates with the same technologies the consumers are using, so their employees can be more responsive to consumer desires and wants. Empowering the employees to quickly check inventory in store and chain wide, provide price checks, and give discounts to loyal customers seemed to be the answer. The problem was in the tools and technologies. PDAs were too small while a laptop was too big. Netbooks were too cumbersome, and the ipad was simply too fragile. Most of these consumergrade devices also lacked a bar code scanner which severely limited their usefulness in a retail environment. Another issue was the software. While many devices can provide Internet access to check online prices, many of the back office applications were legacy green screen software codes, and porting these to a consumer device was problematic and unreliable. As a result, the total cost of ownership on these devices made them impractical. The good news in all of this is that things are changing. Most retailers are doing a far better job of integrating their on line and in store operations. Many have retired their proprietary green screen management systems in favor of more open web based systems. Most have also implemented scan based floor applications to help improve customer service. Unfortunately, hardware really hasn t kept up with retailers. As a result, most stores employ a variety of devices that tend to be focused on a specific store function rather than the store as a whole. There are PCs in the back office for business critical applications, mobile devices for inventory and price checks, and self service kiosks providing a variety of consumer functions.

3 The next logical step in the evolution of retail would be a single device with an integrated application suite that would help keep store managers and associates on the floor helping consumers while still allowing them to complete their store management functions. That s why Panasonic, Data Capture Solutions, Trovera, and JDAK have teamed up to develop the Retail Mobile Manager. Overview of Retail Mobile Manager When you think about how a retail store is managed today, the need for the Retail Mobile Manager becomes more apparent. From a consumer s point of view, the store manager, the assistant store managers and the floor associates really have only one function and that is to help the customer find and buy what the customer needs and wants. Unfortunately, from the retailer s point of view, accomplishing that seemingly simple task is extremely complex. Store employees have a multitude of daily tasks that often make it challenging to provide the level of customer service needed to create loyalty and repeat sales so critical in today s hyper competitive market. These functions can be best understood when placed into three large buckets Management, Operational, and Selling. Management Functions Store Managers play a huge role in the success of their stores, and their day is occupied by a variety of critical functions including: a. Reporting sales, revenues, plans, and other key performance metrics consistently, accurately, and on time. Every year, Retail Touchpoints conducts a survey on customer engagement strategy and tactics. The results are always fascinating and the most recent report is no exception. Of the executives surveyed, 64% said that their overall customer engagement strategy was the top priority within their company. When asked to rank the relative importance of eight customer engagement strategies 80% said that more empowered store associates was either most important or important followed closely by Social Media (76%), Mobile Technology (74%), and web and marketing (68%). b. Scheduling workers to ensure that there are enough sales associates on the floor and registers open. This is especially important during seasonal peaks but is always challenging due to sudden family emergencies or personal illness that can cause an employee to miss a day with little or no advanced notice. Finding replacements and reassigning store associates is often done on the fly. c. Monitoring store security to track suspicious behavior, prevent shrinkage and respond to security alerts and alarms. d. Responding to communications including s, phone calls, and pages.

4 e. Monitoring receipts, responding to reports from assistant managers, reporting on store performance within the enterprise applications, and other administrative tasks. The urgency and importance of these daily tasks tend to keep many store managers in the back office during the business day, because the business critical applications used to perform them are only available on a PC. Most consumer mobility devices including smart phones and tablets simply do not have the processing power needed to handle these kinds of applications effectively. As a result, store managers rarely spend as much time on the sales floor as they should helping customers, assisting floor associates and managing the merchandising. Operational Functions The daily operational functions typically fall on the shoulders of assistant store managers in larger retail operations. These can include: a. Traditional data collection for tasks such as price, inventory, and merchandise management. b. Floor sets and visual merchandising including downloading and using planograms as well as display set ups and tear downs. c. Management of in store printed and digital signage to drive special discounts and promotions. d. Checkout administration for cash register overrides and checking account approvals. e. Communications such as phone calls, , and paging. Most of these tasks can keep assistant managers out on the sales floor but many of these functions still require the associate to return to the back office for reference files and printouts. The consumer grade technologies used in past experiments just haven t had the scanners, industrial browsers, and video terminal emulators needed to help assistant managers do their jobs out on the floor. Selling Functions Of all the uses for consumer grade technology in a retail operation, those on the selling floor would seem to make the most sense. Unfortunately, even for these functions, smart phones and ipad type devices fall short of retailer requirements for a variety of reasons. The functions we are referencing here include: a. Finding detailed information on products in the store. This can include determining if specific sizes, colors, and styles are on display on the store racks or in a back office storage room. It can also include getting detailed performance specifications, warranties, and compatibility information on home electronics, digital cameras, and

5 computer and wireless gear and helping customers with side by side comparisons so they can make a more informed purchase. b. Helping a customer find a specific product in the store. This is especially important to the focused shoppers who are looking for a specific item and are not interested in walking through a large store. For these customers, product location goes far beyond store directories or isle signs to helping a customer know exactly where the product they want is located. It can also mean finding a product that is currently out of stock in another store. c. Referencing corporate website for current promotions. Virtually all retail enterprises today are multi channel and it is no secret that consumers will often shop at a retailer s website before going to the store. In fact, shoppers will often check a retailer s website WHILE they are in the store to see if any discounts or coupons are available. It is critical that sales associates be able to check the store s website quickly to make sure the customer is getting the best value. d. Putting CRM data in the hands of sales associates as it is becoming more critical to web savvy shoppers. Most retail websites today remember shopper purchases and preferences, and can provide loyalty discounts automatically. Consumers are beginning to expect the same preferential and personalized treatment when they visit the physical store. e. Bringing the POS to the customer. Today s shoppers are also less tolerant of waiting in long or slow moving checkout lines making mobile POS and line busting applications critically important Consumer grade mobile devices fail in many of these applications. For example, the screens on smart phones are generally too small for on demand, in store comparison shopping and the images are generally difficult to share with a shopper. Consumer grade tablets generally don t offer the ruggedness needed to withstand the bumps and drops of daily usage. Additionally, none of these devices are well equipped to handle back office CRM applications and most lack adequate bar code scanners or secure card readers. Design Considerations for a Purpose Built Solution When Panasonic, Data Capture Solutions, Trovera, and JDAK got together to develop the Retail Mobile Manager solution, the functional needs outlined above drove the design criteria for both the hardware and the software. The hardware requirements included: 1) A large screen size of 7 and 10. This requirement was driven by a couple of considerations. First, the larger size is easier to read for everyone. If a sales associate is sharing information with a shopper, the larger screen makes it possible for both of them to look at the images at the same time. The store associate doesn t have to hand the device to the customer which should reduce the incidence of accidental damage or breakage. The large size also means that an assistant manager responsible for the instore merchandising can view planograms clearly and easily, which eliminates the need

6 to go to the back office and print out the document. Finally, for the store manager, the larger size would provide more of a laptop experience, making it easier to read and review complex or data intensive reports and documents. 2) An ergonomic design that is lightweight and easy to hold and carry for long periods of time. It must also retain its ergonomic design characteristics when optional functionalities are added, such as a bar code scanner, card reader, or printer. In short it must be able to function as a complete mobile solution so that store managers and associates are not burdened with carrying around multiple devices to complete their tasks. 3) A modular design that easily adapts to different task requirements. A store manager, for example, may not need to have a scanner attached to his tablet the way a sales associate does. However, that does not mean that a manager will NEVER need an attached scanner. The device needs to be designed with the ability to easily add or remove attachments, and those attachments have to integrate into the device in a way that maintains the ergonomic requirements listed above. The scanner, for example, cannot just be a handheld scanner attached via a USB cable it has to become part of the Mobile Manager device itself. 4) A processor powerful enough to handle complex enterprise applications as well as sufficient onboard memory to record and store multiple transactions until they can be batch uploaded to the central system should the wireless network fail. 5) Wireless access in order to provide management with real time information flows. The device should also have the optional capability to include 3G or 4G mobile broadband. 6) A rugged device. Although the retail environment is not as demanding as warehousing or manufacturing, it still provides too many opportunities for the device to get accidentally damaged or broken. Back Office Selling Floor Web The software requirements are a bit more challenging. One of the primary goals of the Retail Mobile Manager is to get the manager and assistant managers out of the back office and onto the sales floor, which means that the solution needs: 1) An application platform capable of integrating enterprise class management software as well as sales floor POS applications 2) Terminal emulation software for legacy enterprise applications 3) An industrial browser that is fast, secure, and powerful and allows managers to limit or restrict access to only those website sites the retailer wants employees to use. The browser must also be powerful enough to access and display mission critical enterprise Retail Manager

7 applications so that managers don t have to continually return to the office to access or update essential information. 4) Data security so the device must include security software capable of providing encryption that meets or exceeds PCI standards. 5) An open operating system to enable the retailer to quickly and easily develop custom applications. An open OS also allows for the development of a user interface that mirrors a consumer experience of a tablet device to simplify training of employees and to make the use of the device as intuitive as possible. The following chart summarizes these design considerations Employee Store Manager Uses for the device Reporting and metrics Labor planning Security monitoring and response Communications Store administration Hardware Considerations Large screen to handle enterprise applications Ergonomic design for all day use Rugged, lightweight, and mobile Wi Fi access Powerful processor and large storage capacity Software Considerations Industrial browser Industry leading security Integrated platform to blend enterprise apps and store apps into a single intuitive user interface Assistant Manger Inventory management Price management Product merchandising Printed and digital signage Checkout overrides and approvals Communications Large screen to display planograms and other documents Integrated scanner for price and inventory management Rugged, lightweight and mobile Wi Fi access Integrated platform to blend enterprise apps and store apps into a single intuitive user interface Sales Associate Product information Price checks Product location Multi channel integration Line busting Mobile POS Large screen to facilitate sharing of information with customers Integrated scanner for price and inventory checks Ability to integrate card reader Rugged, lightweight, and mobile Industrial browser Integrated platform to blend enterprise apps and store apps into a single intuitive user interface PCI security

8 Solution Overview The solution the design team developed begins with the Panasonic Toughpad. Panasonic has been a world leader in the design and manufacture of rugged laptops and mobile devices for more than 15 years, and the new Toughpad reflects that legacy. Available with either a 10 or 7 screen, the Toughpad meets the hardware design criteria defined in the requirements documentation process. Among the key features are: IP65 rating which is the highest of any tablet available today. An IP65 rating means the Toughpad can easily withstand the daily bumps and drops on the sales floor as well as the harsher environmental conditions that may exist in the store room or outdoors. A 10 or 7 VGA touch activated screen that is readable in all lighting conditions including direct sunlight. The large touchscreen makes use far more intuitive for store managers and associates and makes it easy for several people to view the screen at the same time. A 1.2GHZ dual core processer and includes 1GB of DDR2 and 16GB of flash memory, which is more than adequate to handle the applications. Android Honeycomb operating system. Security embedded at the hardware level to meet FIPS and PCI 3.0. Security features also include hardware and software encryption, enhanced VPN, and dual factor authentication. This level of security is critical in the line busting and mobile POS use cases defined in the requirements documents. In order to accommodate a scanner, card reader, and other peripherals needed in a retail environment, a sled has been developed for the Toughpad. The sled incorporates a bar code scanner and connects to the Toughpad through the device s external USB expansion slots. A handle on the bottom of the sled makes the tablet and the scanner easy and comfortable to use with one hand, which is an important consideration in a retail environment. The sled also includes its own expansion ports to make it easy to add card readers and peripherals as the need arises. The tablet snaps in and out of the sled so no tools are required, making it easy to customize the solution based on the end user task requirements or the changing needs of the store. Perhaps the real key to this solution is the software platform that was developed specifically for the Retail Mobile Manager solution. The platform is based on thin client components supporting open standards based web architected applications. This removes many

9 interoperability issues and extra development costs associated with supporting and updating proprietary environments, so the solution integrates easily with most back office applications. The web centric architecture also supports latest security standards and provides a solid forward migration path for both legacy and new applications. Benefits of a Purpose Built Retail Mobile Manager The Retail Mobile Manager solution will deliver real benefits to the retail enterprise by streamlining operations and enabling higher levels of customer engagement and shopper satisfaction. It will help get all store employees out of the back office and onto the sales floor where they can assist customers and increase add on sales while still performing their daily management tasks. Because this solution will make more employees available for helping customers, it can be anticipated that retailers will see a gradual increase in same store sales and growth in repeat sales to increasingly more satisfied, better cared for customers. Perhaps a use case will better illustrate the positive benefits we envision. A woman comes into your store after receiving a notification from Facebook or Twitter about the new spring fashions. She is a professional and on her lunch break, so the purpose of this trip is, in her mind, just to see what s new. If she sees something she likes, her plan is to either buy it online when she has time or come back another day. She finds her way into the spring fashions collection and after a few minutes of looking at things, she is met by a sales associate who asks if she can be of any assistance. The shopper answers that she received a note online about the new arrivals and came in to see them. The associate asks for the customer s name and enters it into her Mobile Retail Manager solution. The MRM access the corporate CRM database and learns that this woman is a faithful customer of the store that makes several purchases a year. The CRM data also suggests that this woman prefers linen and silk fabrics allowing the store associate to quickly pull a few suggestions in the shopper s size from the racks. The customer tries them on and decides that she will buy one of the dresses if it is available in the color she prefers. Using the MRM solution, the store associate accesses the company website and browses it together with the customer. They find the dress online and see that the color the woman wants is indeed available. The associate then checks the store inventory and learns that a dress in the right size and right color is in the store but hasn t been put on display yet. Before the associate goes to the back room to retrieve the article, she leads the customer to the sweaters display to see if one might go well with the dress. When the

10 associate returns with the dress, the customer is obviously feeling pressed for time. The customer agrees to buy the dress but says she will have to come back another time to decide on which of the two sweaters she likes better. The associate uses the MRM to scan the bar codes on both the dress and one of the sweaters and because of this customer s shopping history, the back office system makes a suggestion. If the woman buys the dress and the sweater now, she can get 15% off her purchase. The customer is delighted and agrees. The associate uses the scanner and card reader to complete the transaction so the customer doesn t have to lose time standing in the checkout line. A very satisfied customer leaves the store. The associate calls up the planogram to the screen and goes back to finishing up the merchandising display. In short, we believe the Mobile Retail Manager solution will create efficiencies on the sales floor, allow store managers and associates to make better use of their time, and provide the tools needed to increase customer satisfaction, loyalty, and repeat business.

11 The new Android powered Panasonic Toughpad is the fearless new business tablet that goes where no tablets have gone before. Combining data and device security, seamless connectivity, enterprise minded technology, and a long legacy of rugged and reliable computing, the new Toughpad A1 tablets are the perfect melding of mind and muscle. 4G LTE Broadband Connectivity. Rugged MIL STD 810G Design Embedded Hardware Security Mobile Device Management Business class Service and Support Trovera is a premier provider of next generation mobility solutions for the retail industry. These solutions leverage the convergence of traditional in store mobile applications, new, innovative customer facing applications and the growing in store usage of consumer smart phones, to create an information rich shopping and operating environment that greatly enhances the customer experience, leading to greater customer satisfaction and increased sales. Trovera s solutions are powerful, yet simple to implement. Built on truly disruptive web centric technologies and equally disruptive pricing, Trovera enables all retailers, large and small, to cost effectively install or upgrade to the latest mobility technology Since 1992 Data Capture Solutions has provided innovative solutions, bar code scanners, handheld devices, wireless technologies, software and services to more than 1,500 clients worldwide. We ve built our reputation one client at a time by providing the insights, expertise, and critical thinking needed to improve business processes, competitiveness, and agility. Our success is based on continuous collaboration with each client until the right solution is found.