SMAC - Presentation from RetailWeek Technology Summit, Sept 23

© 2013 AirTight Networks, Inc. All rights reserved. 1

#SMACWhat is it?How can it help you?

Devin AkinChief Evangelist AirTight [email protected]

@AirTight@DevinAkinhttp://blog.airtightnetworks.com/


Devin “Devinator” AkinChief Evangelist at AirTight Networks

• @DevinAkin• [email protected]

2001 - 2009 2009 - 20132013 - Present

© 2013 AirTight Networks, Inc. All rights reserved.

What is #SMAC ?


What is #SMAC ?

SOCIALMOBILEANALYTICSCLOUD


S is for SOCIAL …

@retailweek@DevinAkin@AirTight

Let’s talk #SMAC

http://www.slideshare.net/airtight/


#SMAC Session Objectives

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§ Understand how to make the most of retail #SMAC

§ Explore how to foster IT and Marketing collaboration opportunities

§ Leverage customer and social analytics to create a better customer experience• Listen, Measure, Learn, Engage

§ Discuss how to monetise #SMAC via case studies


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#BYOD added to Oxford dictionary, buzz.mw/biivc_f

Will #SMAC be next?


Malcom Frank & Geoffrey A Moore

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§ Don’t Get SMACked: How Social, Mobile, Analytics and Cloud Technologies are Reshaping the EnterpriseBy Malcom Frank, EVP Strategy & Marketing at Cognizant

§ When it comes to sussingout the future of enterprise IT, you gotta talk SMACBy Geoffrey A. Moore


#SMAC Services Will Transform Your Business

Evaluate Your Technology Investments…

http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf

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Gartner #SMAC is the “Nexus of Forces”

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§ Convergence of social, mobile, information (analytics), and cloud will transform business and IT


Disrupting Old Business Models…Revolutionize Biz & Society…

Creating New Leaders…



Jeff [email protected]

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At the heart of the #SMAC model is relentless focus on the customer experience



commerce


e-commerce


commerce-e


“The sooner we drop the ‘e’ out of ‘e-commerce’ and just call it commerce, the better.” – Bob Willett

Best of the Retail Executive Summit 2013 by Joe Skorupa via @RISnewsinsights


commerce


Who wants to be a retail fossil?

http://www.retailprophet.com/uncategorized/is-it-time-to-let-jcpenney-die/

Doug Stephens, Retail Futurist @RetailProphet


Forward thinking retailers will transform, not just

evolve, their business models

– Doug Stephens


Jeff [email protected]

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The winners will have a “whole-person” understanding of each customer.

- Leslie Hand, IDC

IDC Retail Insights: Retail industry 2013 Top 10 Predictions, #GR1238956


#SMAC calls for SILO Busting

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CCO, CXO, & CMT?


The New Power Broker

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By 2017 the marketing arm of businesses will control more of the IT spend than IT organizations at those companies.

- Gartner

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CMOs and CIOs Can Accomplish the Extraordinary Together

Laura McLellan, Gartner for Marketing [email protected] http://blogs.gartner.com/laura-mclellan/

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#SMAC Collaboration = Customer Advocacy

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1) MOBILE


Human Connection and Service

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BUSINESS DRIVERSq Pinkcard customer loyalty program and mobile app q Improve customer experienceq Increase in repeat customer visits

SUCCESS FOR PINKBERRYq Success of the Pinkcard program beyond expectationsq Swift rollout of secure Wi-Fi across 170+ stores worldwideq No need to add any IT staffq Built-in automated security & simplified PCI compliance

Increase Customer Engagement

Exceeded 3 month adoption goal in first month!

http://www.airtightnetworks.com/fileadmin/pdf/case_study/Pinkberry-Case-Study.pdf


BUSINESS DRIVERS q Lower cost and reduced support burden of Wi-Fiq Reliable, secure, in-store Wi-Fi for guests

SUCCESS FOR NOODLESq “3-in-1” Wi-Fi solution delivered significant cost savings q 4 person IT support team could manage 300+ restaurants q Built-in WIPS and reporting automated PCI compliance

Lower Costs, Reduce IT Support Load

http://www.airtightnetworks.com/fileadmin/pdf/case_study/Noodles-and-Company-Case-Study.pdf


BUSINESS DRIVERS q Reliable, secure, in-store Wi-Fi to improve employee work experience q Maintain Level-1 PCI compliance

SUCCESS FOR GARDEN FRESHq Store managers and district officers can work from anywhere in the store q Automated wireless security, reporting, & PCI compliance across 130+ locations q Web-based training for employees during work hours

Improve Employee Productivity

http://www.airtightnetworks.com/fileadmin/pdf/case_study/Garden-Fresh-Restaurant-Casestudy.pdf

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2) CLOUD


Yum! Brands: Case Study

AirTight Wi-Fi being rolled out across 17,000+ locations across North America


BUSINESS DRIVERS q Wi-Fi Internet access for guestsq PCI compliance and reporting across brand families and geographic territories

SUCCESS FOR Yum! BRANDSq Minimal IT staff required to operate and maintain the Wi-Fi infrastructureq Pure OPEX play, avoiding any CAPEX chargesq Plug-n-play rollout to thousands of distributed QSRsq Special features to accommodate their QSR in-and-out model (e.g. surfing thresholds)

http://www.airtightnetworks.com/fileadmin/pdf/case_study/Garden-Fresh-Restaurant-Casestudy.pdf

Yum! Brands: Case Study

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3) SOCIAL


§ http://www.marketingprofs.com/charts/2013/10758/average-value-of-a-facebook-brand-fan-increases-28

http://www.marketingprofs.com/charts/2013/10758/average-value-of-a-facebook-brand-fan-increases-28

Extra worth from social reference & earned media in the form of an endorsement!


SECURITY, PRIVACY & OPT-in (not OPT-out )


Buyers are willing to share personal information …

§ 35% of online buyers are willing to share personal information in return for targeted offers, such as promotional coupons.

• Harvard Business Review, Mobile Shopping's Data Goldmine – June 2013


What consumers want is a personalized in-store experience that not only mirrors the experience they get with online shopping…

… but is seamlessly integrated with their online and offline shopping habits, preferences, and history.

According to a 2013 IBM Retail Study …

Source: From Transactions to Relationships: connecting with a transitioning shopper– Sample size: 25,000, 18 countries


20 minutes for most …

“the majority of shoppers were willing to contribute 20 minutes on average to help a retailer better understand their desires in order to provide them with more meaningful offers based on their past purchases.”

Source: From Transactions to Relationships: connecting with a transitioning shopper– Sample size: 25,000, 18 countries


26 minutes for Millennials …

§ Insights into Millennial Shopping Behavior Patterns includes 3 videos about millennial shopping myths

Accenture found that the majority of respondents believe that integrating in-store, online, and mobile is the #1 thing that retailers can do to improve the shopping experience.

-- April 2013, Sample size = 6000, 8 countries


The New Moon Race:Personalization and Community

-- Doug Stephens @RetailProphet

http://blog.airtightnetworks.com/book-review-the-retail-revival-re-imagining-business-for-the-new-age-of-consumerism

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4) ANALYTICS


AirTight Social Wi-Fi™ Workflow

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1. Custom branded captive portal 2. Customers turn loyal promoters 3. Engage your customers


Social Offers and the Weather Forecast?


Cloud-based Social Wi-Fi and Analytics: Where The Clicks Meet the Bricks

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AirTight’s Social Wi-Fi & Analytics

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AirTight Analytics for Business Intelligence

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§ Presence Analytics• Total Foot Traffic• Capture Rate Visitor Traffic• Dwell Time (or Visit Duration)

§ Loyalty Analytics• Repeat Visitors• Visit Frequency• Visit Recency

§ Engagement Analytics• Conversion and Bounce Rates• Social Wi-Fi Demographics• Social Wi-Fi Visitor Logs

§ Wi-Fi Usage Analytics• Device Types• Data Traffic• Session Duration

§ Intra-day or times of the day

§ Daily, weekly, monthly trends

§ Specific store or across selected stores

§ Raw data (to generate custom reports)

How We Can Report

What We Can Measure


Sample Presence Analytics

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No.

of v

isito

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o. o

f vis

itors

Dwell Time

Total Foot Traffic


Sample Presence Analytics

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Unique Visitors by Location

Distribution of No. of Visits


Social Analytics for Opt-in Customers

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Identity Analytics for Opt-in Customers

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Retail #SMAC = Empowering All Stakeholders

Employee Training Floor Efficiency Customer Analytics

Better Customer Service Social Consumer EngagementCustomer Loyalty Rewards

Put the #SMAC down, and reach for the stars.

@DevinAkin

#SMAC Q&A

Date post:	01-Nov-2014
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