Download - State of In-Store Mobility

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The State Of In-‐Store Mobility

Based on the In-‐Store Mobile Marke0ng Survey, NRF 2011


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About Retail TouchPoints

•  Launched in 2007

•  Over 20,000 subscribers

•  To provide execu=ves with relevant,

insighAul content across a variety of digital

mediums

Free subscrip=on to our weekly newsleFer… retailtouchpoints.com/signup


Panelists Dan Lowden VP of Marke?ng Digby [email protected] @DigbyMobile

Manish Rai Head of Retail Marke?ng Aruba Networks [email protected] @ArubaNetworks

Debbie Hauss Editor-‐in-‐Chief Retail TouchPoints [email protected] @RTouchPoints

Moderator:


Today’s Agenda

•  Overview of Mobility Survey Results •  Mobile Engagement and Challenges •  Mobile Implementa=ons •  Q&A


About the Survey •  Took place between December 16, 2010 and January 7, 2011

•  Surveyed 4,000 CIOs, IT Directors, and network managers

•  54.3% of the respondents are running more than 250 retail

loca=ons

Top Results •  “Wi-‐Fi Hotspot for Customer Access” is the top Wi-‐Fi ini=a=ve

•  Interest in "Self-‐shopping" is exploding as a use for in-‐store Wi-‐Fi

•  Advanced mobile applica=on deployment is on the rise




DIGBY

In-‐Store Mobile Strategies for Retailers

Digby Backgrounder

•  Headquartered in Aus=n, TX •  Singularly focused on building

the Mobile Channel for Retailers

•  Enabled 45+ brands with 90+ storefronts

•  Enterprise grade environment with PCI Level 1 Cer=fica=on and 24/7 support

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IPHONE/IPOD TOUCH APP ANDROID APP MOBILE WEB BLACKBERRY APP

DIGBY MOBILE COMMERCE SOFTWARE PLATFORM

A single so^ware pla_orm that enables catalog informaHon, rich product images, transacHonal informaHon and deep analyHcs across mobile Web and rich Apps

Digby Mobile Commerce Suite

Mobile Commerce Module In-‐Store Mobile Module

Mobile Engagement: We are Just Geing Started

3 Billion

2 Billion

1 Billion

2009 2010

TOTAL PHONES ACTIVATED

4 Billion

Units

Time

True Opportunity for Retail Mobile Engagement

SMARTPHONES

Mul=-‐channel Retailer Goals

•  Get consumers to buy more and more ojen •  Drive more consumers to the store •  Increase product discovery in store •  Offer relevant and =mely promo=ons •  Track store visits and gather business intelligence •  Ensure the in-‐store Wi-‐Fi network can support usage •  Do all of this through the retailer’s branded rich App

Mul=-‐Channel Retailer Challenges Consumers: •  Go to the store but do not buy •  Forget to bring promo=on to store •  Comparison shop using compe=tor apps and buy elsewhere •  Pick up promo=ons in store but most are irrelevant •  Are unaware of new products available in store •  Leave store dissa=sfied and retailer never knows Retailers: •  Do not know when loyal customers visit the store •  Want to own the customer experience within their branded

App, not hand the customer to a 3rd party marketer

Digby In-‐Store Mobile Module Value to Retailers

•  Drive Sales: Get people to buy, and buy more by deploying powerful contextual promo=ons within the retailers branded App

•  Enhance Loyalty: A higher touch in-‐store experience means increased likelihood to return, and to bring friends

•  Gain Insight: Retailers gather rich business intelligence around customer in-‐store behavior through mul=ple touch points

Digby In-‐Store Module Use Cases/Features

1) Store Visit Based Marke=ng

2) In-‐store Product Research

3) Demo Sta=on Product Ra=ng 4) Store Exit

1:00pm 1:20pm 1:10pm 1:30pm

Purchase!Saturday

Summary and Key Takeaways

•  Retailers now have the mobile tools to engage with customers when at home, when mobile and when in store, offering relevant and localized offers that drives sales and measurable real-‐=me business intelligence

•  Sales from the device is only one “transac=on” to measure efficacy of mobile strategy: store locators, store check-‐ins, use of scanner in-‐store, store exits, to name a few

•  Consumers are empowered to make more educated purchase decisions, to use their =me more wisely and become a loyal customer

•  All of this can be done from the retailer’s branded rich App

•  These in-‐store experiences are enhanced by a Wi-‐Fi network

CONFIDENTIAL © Copyright 2011. Aruba Networks, Inc. All rights reserved

Secure Mobility for In-‐Store Customer Engagement

Presented by: Manish Rai Director Retail Solutions Aruba Networks


CONFIDENTIAL © Copyright 2011. Aruba Networks, Inc. All rights reserved 22

Retail Mobility Roadmap

Reduce Expense Reduce Risk Increase Revenue

Warehouse Store Campus Outdoor Home

Unified Services for Network, Security & Management

Aruba


Tablet & Phone Application Use-cases

Attract Customers •  Free Wi-Fi •  Competitive Offers

Cross/Up Sell •  Context-aware •  Location-aware

Service •  Stock & product info •  Personalized support

Customers

Staff


  Automates mobile device provisioning and secure access

  Device-specific bandwidth and security policies

  Device-level visibility for troubleshooting & usage reports

Aruba Mobile Device Access Control

Supporting Staff Tablets & Smartphone

Amigopod

AirWave Staff Mobile App

Secure and Scalable Wireless

Access

Provisioning and Secure Access Control

Management and troubleshooting


Customer Smartphone Wi-Fi access

  Central customer portal scales to >10,000 users

  Wi-Fi coverage automatically adjusts for interference & congestion

  Integrated Firewall maintains PCI Compliance for shared use

  Location-aware & personalized content delivery

Aruba Benefits

Secure and Scalable Wireless

Access

Customer Mobile Apps Customer

Wi-Fi Portal


Customer Smartphone Wi-Fi access

•  Amigopod Advertising Module –  Capture customer demographics –  Easily create and launch targeted campaigns

•  Location Awareness –  Up to three meters with AirWave –  AeroScout, Ekahau & Nearbuy Systems Integration

•  Mobile Applications –  Digby partnership for in-store capabilities –  Check-in tied to loyalty programs –  Product information, marketing and concierge services

•  Content Security Services –  Filter inappropriate content –  Gain business intelligence

CSS Cloud


Simplifying PCI Compliance

Rogue Scanning

Segmentation

Role-based Access

 Scanning for comprehensive security

 Segment wired from wireless

 Eliminate separate firewall

 Enforce role-based user access

Aruba

PCI Requirements


Video Surveillance Solution

  Common infrastructure for mobility and video surveillance   Wired like video performance over mesh and Wi-Fi   Increase flexibility and reduce cabling costs

Aruba Benefits

Indoor Video Camera

Mesh

Wireless Video Camera

Outdoor Video Camera

PoE

PoE

802.11


Inventory Management Solution Compatible with Leading Mobile Devices

Certified Interoperability

700+ customers use

Aruba Wi-Fi for inventory

scanning

Air Wave

Proven Solution

Comprehensive Mobility Management


Mid-Sized Store

Comprehensive Product Portfolio for Any Size Retailer

Small Store Large Store

RAP-2wg 2 Secure-Ports Single Radio 802.11b/g

RAP-5 5 Secure-Ports Single Radio 802.11n a/b/g/n USB-WAN

600 Series 8 Secure-Ports 802.11a/b/g/n Wi-Fi USB-WAN, NAS/Print

AP-93 Virtual Controller Single Radio 802.11a/b/g/n

Data Center/Cloud 6000 Series Role-based Policy

Amigopod Customer Wi-Fi Access Mobile device access control

AirWave PCI Compliance Multi-vendor mgmt. Mobile device mgmt.

AP-105 Dual-radio 802.11a/b/g/n

3000 Series 32-128 APs 3-4Gbps Firewall


Content Security Service URL Filtering Anti-virus/malware Data loss prevention

Outdoors AP-175 Dual Radio 802.11a/b/g/n NEMA Enclosure

Warehouse

CSS Cloud


3000 Series 32-128 APs


Why Aruba for In-Store Customer Engagement?

Role-based

NAC Content Security

Smartphone & Tablet ready infrastructure

User, device and app based access policy

Maximizes bandwidth & minimizes interference

Eliminates multiple pieces of equipment

Access & Bandwidth

Control

Role-based Policy

Self-Optimizing

Rightsized Mobility


Thank You


Q&A 1. Viewer Window 2. Control Panel

Type your quesHon here


Contact Dan Lowden VP of Marke?ng Digby [email protected] @DigbyMobile

Manish Rai Head of Retail Marke?ng Aruba Networks [email protected] @ArubaNetworks

Debbie Hauss Editor-‐in-‐Chief Retail TouchPoints [email protected] @RTouchPoints

Moderator: