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Smart Bookstore - Design for Service · PDF fileSmart Bookstore Advantages of RFID Technology...
Transcript of Smart Bookstore - Design for Service · PDF fileSmart Bookstore Advantages of RFID Technology...
Smart BookstoreAdvantages of RFID Technology
10 Dec 2008
Devin Blong, Jonathan Breitbart, Julian Couhault, Jessica Santana
INFO 290-1 Information Systems and Services Design
Project Description
Consultants to a large chain bookstore that provides multichannel retail services
Goals: Increase sales (online and offline)
Improve in-store efficiency
Improve customer satisfaction
Help company gather more useful marketing data
Strategy: Capitalize on growing RFID technology Better tracking of bookstore physical items
Improved customer browsing/purchasing data
Stakeholders
Stakeholder Role Goal PriorityPotential
Negative
Bookstore Executives Principal Increase Profits and Company Worth M
Company IT Depts. Partner Easy integration and limited disruption of existing systems S X
Physical Store
Manager(s)
Partner/End
User
Increase efficiency (improve inventory control and
employee time use)
M X
Increase sales (increase store traffic and conversions) M
Marketing
Department/Customer
Relations
Partner/End
User
Find and utilize new and better customer data M X
Improve promotions S
Improve customer satisfaction S
Legal Department Partner Address privacy concerns S/C X
Customers End User Quick and easy access to desired books S X
Bookstore Designers
(layout)
End User Identify optimal store layout (both for sales and operations) C
Physical Store
Employees
End User Make jobs easier (and keep their jobs) C X
Operations/Purchases End User Improved inventory management and tracking M X
Minimize labor costs S
Basic System Components
RFID tagging of bookstore items RFID tagging of membership cards RFID readers RFID tracking system RFID event processing system Integration with inventory system
In-store customer kiosks Employee/Manager information dashboard Unified customer portals Integrated online and in-store browsing and purchasing Integration with marketing systems
Prototyping: Example Scenario
Customer searches for a book in the store Receives book location and targeted recommendations,
promotions
Retrieves interesting books
Discards one, purchases the rest
Employee receives two action alerts Zombie (misplaced) book
A certain title needs restocking
Service blueprints and mock-ups from the two perspectives
Scenario Stakeholder Requirements
CustomersEmpowered customer service, user friendly and
intuitive mapping directions (interviews)
User friendly kiosks and customer search portals (interviews, competitive analyses)
Integrated browsing and purchasing history (interviews,
competitive analyses, literature)
Scenario Stakeholder Requirements
Store employeesReal-time inventory and item tracking (interviews, literature)
Real-time stock and item alerts
User friendly and rich information dashboards (competitive
analyses)
Ability to easily access customer profile information, purchase history, and preferences (interviews, literature)
Scenario Stakeholder Requirements
Store managersReal-time inventory and item tracking (interviews, literature)
Real-time stock and item alerts
Easily dispatch inventory actions to employees (literature,
interviews)
Allow for flexible floor stocking and easy stock replenishment (literature)
Customer Searches for BookP
hys
ica
l
Evid
en
ce
Kiosk
Welcome
Screen /
Members
Card
Member
Profile
Screen
Member
Profile /
Search
Interface
Book
Directions /
Map, Coupon
BooksBooks /
Receipt
Use
r A
cti
on
s
Customer
approaches
bookstore
kiosk
Customer
swipes
members
card, logs in
to kiosk
Customer
considers
suggestions
Customer
searches for
book
Customer
prints book
location map
and coupon
discounts
Customer
walks to book
locations and
retrieves
books
Customer
discards one
book and
purchases the
rest
Fro
nt
Sta
ge
Welcome
Screen
Members
Profile
Screen,
Suggestions,
Promotions
Kiosk search
interface
Book location
and tailored
promotions
Checkout and
registers
Bac
k S
tag
e
Kiosk
software
queries
Kiosk returns
user profile,
suggestions,
promotions
Kiosk
software
queries
Kiosk returns
book location,
bundled
promotional
discounts
Systems logs
customer
purchases
Su
pp
ort
Customer
Database
Marketing
Database
Inventory DB /
Location DB
Customer DB
/ Inventory DB
Zombie Book and RestockingP
hys
ica
l
Evid
en
ce
Employee
Dashboard
Employee
DashboardMap / Book
Employee
Dashboard
Employee
DashboardMap / Books
Use
r A
cti
on
s
Employee
checks
computer
screen
Employee
sees zombie
book action
alert
Employee
clicks on alert
Employee
retrieves book
and replaces
it
Employee
sees
restocking
action alert
Employee
clicks on alert
Employee
retrieves
copies from
stock and
replenishes
shelf
Fro
nt
Sta
ge Employee
dashboard
alert section
Alert details
link
Map with
current book
location
Employee
dashboard
alert section
Alert details
link
Map with
stock room
and shelf
book locations
Ba
ck
Sta
ge
Enterprise
Service Bus
(ESB)
integrates
RFID data,
identifies
zombie book
Employeesystem queries
Kiosk returns
zombie book’s
current
location
ESB
integrates
RFID data,
identifies book
that needs
restocking
Employeesystem queries
Kiosk returns
book’s
location in
stock room
and target
shelf location
Su
pp
ort
Event Stream
Processing
(ESP), RFID
Tracking tool,
Inventory DB
Location DB
ESP, RFID
Tracking tool,
Inventory DB
Location DB
Conclusions
Large scope of our projectDifficult to focus our design effortsWe explored many different applications/functions
Project involves multiple technologies, industriesSignificant further research necessary Inner workings of technologies not yet addressed
Possible future work:Data collection and marketing integrationPrivacy and customer advocacyAutomated checkoutCustomer profile integration with outside systems
Course Reflections
Great introduction to a full service/system design process Integration of multiple perspectives
Many extremely useful (and novel) techniques:Service blueprinting, for example
Initial research could be more useful at beginning of the project
Choosing an industry with easy access might have proved more fruitfulConnections to actual companies/institutions?
Better communication about project expectations