SMAC - Presentation from RetailWeek Technology Summit, Sept 23
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Transcript of 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/
© 2013 AirTight Networks, Inc. All rights reserved. 2
Devin “Devinator” AkinChief Evangelist at AirTight Networks
• @DevinAkin• [email protected]
2001 - 2009 2009 - 20132013 - Present
© 2013 AirTight Networks, Inc. All rights reserved.
S is for SOCIAL …
@retailweek@DevinAkin@AirTight
Let’s talk #SMAC
http://www.slideshare.net/airtight/
© 2013 AirTight Networks, Inc. All rights reserved.
#SMAC Session Objectives
6
§ 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
© 2013 AirTight Networks, Inc. All rights reserved.
Malcom Frank & Geoffrey A Moore
10
§ 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
© 2013 AirTight Networks, Inc. All rights reserved. 11
#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
© 2013 AirTight Networks, Inc. All rights reserved.
Gartner #SMAC is the “Nexus of Forces”
13
§ Convergence of social, mobile, information (analytics), and cloud will transform business and IT
© 2013 AirTight Networks, Inc. All rights reserved. 14
Disrupting Old Business Models…Revolutionize Biz & Society…
Creating New Leaders…
http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf
© 2013 AirTight Networks, Inc. All rights reserved. 16
At the heart of the #SMAC model is relentless focus on the customer experience
http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf
© 2013 AirTight Networks, Inc. All rights reserved. 20
“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
© 2013 AirTight Networks, Inc. All rights reserved.
Who wants to be a retail fossil?
http://www.retailprophet.com/uncategorized/is-it-time-to-let-jcpenney-die/
Doug Stephens, Retail Futurist @RetailProphet
© 2013 AirTight Networks, Inc. All rights reserved. 23
Forward thinking retailers will transform, not just
evolve, their business models
– Doug Stephens
© 2013 AirTight Networks, Inc. All rights reserved. 25
The winners will have a “whole-person” understanding of each customer.
- Leslie Hand, IDC
IDC Retail Insights: Retail industry 2013 Top 10 Predictions, #GR1238956
29
By 2017 the marketing arm of businesses will control more of the IT spend than IT organizations at those companies.
- Gartner
30
CMOs and CIOs Can Accomplish the Extraordinary Together
Laura McLellan, Gartner for Marketing [email protected] http://blogs.gartner.com/laura-mclellan/
© 2013 AirTight Networks, Inc. All rights reserved. 36
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
© 2013 AirTight Networks, Inc. All rights reserved. 37
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
© 2013 AirTight Networks, Inc. All rights reserved. 38
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
© 2013 AirTight Networks, Inc. All rights reserved.
Yum! Brands: Case Study
AirTight Wi-Fi being rolled out across 17,000+ locations across North America
© 2013 AirTight Networks, Inc. All rights reserved. 41
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
© 2013 AirTight Networks, Inc. All rights reserved.
§ 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!
© 2013 AirTight Networks, Inc. All rights reserved.
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
© 2013 AirTight Networks, Inc. All rights reserved.
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
© 2013 AirTight Networks, Inc. All rights reserved.
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
© 2013 AirTight Networks, Inc. All rights reserved.
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
© 2013 AirTight Networks, Inc. All rights reserved.
AirTight Social Wi-Fi™ Workflow
55
1. Custom branded captive portal 2. Customers turn loyal promoters 3. Engage your customers
© 2013 AirTight Networks, Inc. All rights reserved.
Cloud-based Social Wi-Fi and Analytics: Where The Clicks Meet the Bricks
57
© 2013 AirTight Networks, Inc. All rights reserved.
AirTight Analytics for Business Intelligence
59
§ 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
© 2013 AirTight Networks, Inc. All rights reserved.
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
© 2013 AirTight Networks, Inc. All rights reserved.
Sample Presence Analytics
61
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Unique Visitors by Location
Distribution of No. of Visits
© 2013 AirTight Networks, Inc. All rights reserved.
Retail #SMAC = Empowering All Stakeholders
Employee Training Floor Efficiency Customer Analytics
Better Customer Service Social Consumer EngagementCustomer Loyalty Rewards