best practices for retail location-based technologies
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Best Practices For Retail Location-‐Based Technologies
Lee Summers, Marketing/Technology Manager, Nebraska Furniture Mart
Aaron Dane, Retail Experience & Innovation Manager, Point Inside
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Point Inside Confidential
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About Point Inside
Find It
HAVE IT?
DO YOU
I FIND IT?
WHERE CAN
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Retailer data layer
Points of interest
Shopper mobile map
Geospatial coordinates
Store CAD
Importance of Location
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Why Beacons?§ Connection between mobile and physical§ Multi-‐platform technology § Low cost § Benefits to shoppers and store ops§ Enterprise decisions
§ Shopper behaviors§ Merchandising decisions§ Dwell or wait times§ Shopper segmentation
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§ Start small and master the basics:§ Make your shoppers’ lives easier§ Simple and elegant always wins over complexity
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Shopper Experience
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Shopper Value
Location Permission
Retailer
Shopper
Value Exchange
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Options§ Partnership and outsourcing§ DIY
Things to consider§ Digitize your space§ Establish deployment templates§ Web-‐based planning tool§ In-‐store deployment app§ Health & system monitoring
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Scaling
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Analytics & ROI
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Case Study
Nebraska Furniture Mart -‐ Texas
THE EXPECTATIONTransplant the NFM brand and be the anchor of something great.
Beacon technology, and by extension IoT, is an incoming tide in retail that will raise all ships including business intelligence, shopper experience, opex and associate productivity.
Joe Saumweber
THE STORE92% of all NFM TX sales take place in the store.
2017 Revenue projections place our 3 major stores at just under $2 billion annually.
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THE STORE IS STILL THE STAR94% of all retail sales take place within the confines of a physical store.
* The New Digital Divide, Deloitte Digital, Physical store sales calculated using U.S. Census Bureau Quarterly Retail, E-‐Commerce Sales, 4th Quarter 2013
THE CHALLENGE560,000 Square feet of retail space.
Just under 2 million square feet total (Distribution Center 1.3)
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Attention & Awareness
Consideration& Engagement
Assisted Shopping &Enhanced Experience
Optimized Sales at the Moment of Truth
The New PATH TO PURCHASE
Brands must now use a CUSTOMER-CENTRIC model
§ Define Success§ Design Solution
§ Test & Learn§ Optimize & Scale
Self-Service + Assisted Sales
Promotions + Sales Lift
Brand Storytelling
Customer Experience
OBJECTIVES DRIVE DESIGNFor In-Store Digital Media
Employee Productivity
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Technology Toolkit
We apply the best technology to meet the objectives.
DigitalSignage
Mobile/TabletApps
VideoWalls
TouchInterfaces
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Emerging Technologies
We utilize the latest in technology to create engaging experiences.
VideoAnalytics
Projection Mapping
BeaconTechnology
RFID/NFCTechnology
GestureInteractive
3DAudio
LargeLED Board
TransparentDisplay
VirtualReality
PlusMore
…
THE BEACONS400 proximity beacons. Full coverage grid.
Primary function: Mobile Product Way-‐finding, In-‐store Digital Signage, Product Way-‐finding
1st Floor
THE ROUTES250,000 SKUs available at anytime.
Live routing to product searches on Mobile and Digital Signage Directories.
1st Floor
THE MEASUREMENTS180,000 logged session in the first 12 months. Estimated $500k in media placement revenue.
Product level search and regional sales flyer product routing.
THE MEASUREMENTSTraffic to our mobile site was up 50% in Q1 and revenue is up over 100% Q1 2015 vs Q1 2016.
Our app uses our mobile site to power the ecommerce functionality.
THE PRICE TAGS39,000 digital price tags changed daily.
Without this system our way-‐finding experience would not work properly. This was our first step towards committing to a long term beacon roadmap.
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Thank You
Aaron DaneRetail Experience & Innovation ManagerPoint [email protected]
Lee SummersMarketing Technology ManagerNebraska Furniture Mart / [email protected]
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