Mobile Devices in Retail

1. Mobile Devices in Retail An overview of mobile technologies at the 2014 National Retail Federation’s “Big Show”

2. 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

3. Current Retail Mobile Devices InventoryScanners Sales FloorWalkie Talkies • Portable Printers

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

5. New Mobile Devices • Display Data ESLs • Electronic Shelf Labels • Wirelessly update price, promotion information • Motorola MC40 • Integrates radio, telephony, and inventory info

6. 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

7. Examples of Mobile Sites and Apps • Michaels Arts and Crafts Mobile App Main Page Mobile Web Main Page Mobile Coupon

8. Examples of Mobile Apps • Target Mobile Web Mobile App Mobile Menu

9. 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

10. 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 • WiFi beacons (video) • Public WiFi • Bluetooth beacons • Activated by consumer apps

11. 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 • YouTube and blogs for instructions and techniques • Remote access for store and district managers

12. The Modern Cash Register Point of Sale System (POS) Computer-based (software) Card swipe Barcode scanner Cash drawer Receipt printer

13. 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

14. 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 non-cash payments and sends approval or denial messages to the POS • A receipt is printed upon acceptance of payment

15. Cash register of the Future Revel Systems iPad-based POS system Verifone PWM e410 iPod-based payment processing system

16. Updated Components • Mobile POS software (e.g., Vend) • Tablet-based POS terminals (e.g., HP MX10) • Ultra-small USB and Bluetooth barcode scanners

17. 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 • Physical receipts may still be available • E-mail addresses are harvested for customer loyalty programs ISIS NFC Mobile Wallet Payment Terminal

18. Mobile Payments • Mobile Device as Payment Processing Terminal • Square, Pay Anywhere, PayPal Here, Intuit, etc. • Swipe credit cards, connect to payment processing systems • Requires network connection • Payment Processing Cradles • Fit over iPhones or iPads • More stable swiping technology • Integrate into store’s secure networks • Mobile Wallets • PayPal 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

19. 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