Retail Sales Playbook – EMEA - Westcon-Comstormedia.gswi.westcon.com/media//EMEA-RetailPlaybook_13.pdf · COIETIAL V1.0 EMEA RETAIL SALES PLAYBOOK | 3 Other Apparel Department Stores

EMEA RETAIL SALES PLAYBOOK | 1CONFIDENTIAL V1.0

Retail Sales Playbook EMEA


Retails Sales Playbook

TABLE OF CONTENTS

INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

RETAIL INDUSTRY TRENDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

CHALLENGES IN RETAIL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

VISION FOR COMMUNICATIONS IN RETAIL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

ACCOUNT TYPES AND AVAILABLE MARKET (TAM) . . . . . . . . . . . . . . . . . . . 13

BUYER ROLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

SALES PLAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

SOCIAL SELLING TIPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

SUCCESS STORIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

SPECTRALINK SOLUTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

PARTNERS OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

COMPETITIVE & SALES DEAL INTELLIGENCE . . . . . . . . . . . . . . . . . . . . . . . . . . 59

A WORKSMART STRATEGY FOR MOBILE COMMUNICATIONS . . . . . . . . . . . . 60

FIVE REASONS WHY BYOD MAY NOT BE A SMART CHOICE FOR RETAIL . . 60

Copyright 2016 All rights reserved. Spectralink confidential and proprietary information for internal use only. No unauthorized copying or distribution permitted.


Other

Apparel

Department Stores

Home Improvements

Electronics Stores

Drug Store/ Pharmacy

Supermarket

Hypermarket/SupercenterSuperstore

Other

Apparel

Department Stores

Home Improvements

Electronics Stores


Supermarket


Other

Apparel

Department Stores

Home Improvements

Electronics Stores


Supermarket


22%

14%

10% 9%

6% 6% 5%

18%

NORTH AMERICA

Discount Stores

26%

30%

3%1%

3% 2%

6%

14% 15%

EUROPE, MIDDLE EAST AND AFRICA (EMEA)

23% 23%

5%

11%

2%

10%

5%

21%

ASIA PACIFIC, INCLUDING AUSTRALIA AND NEW ZEALAND (APAC)

Introduction

The retail industry sells a wide range of products to consumers and businesses. The biggest sectors in the industry include grocery, non-grocery multiples, fashion, hardware, and household goods. Retailers include national and regional chains, franchisees and independent shops.

Globally, retail sales in both online and in-store are projected to grow from $22 trillion in 2014 to $28 trillion in 20181. Retail and wholesale services account for 27% of US GDP, and 11% of Europes GDP. Retail growth is forecasted in both US and Europe, meaning retailers will continue to invest in new tools and technologies.

In Europe, the forecasted growth of retail is expected to be lower than the 4% seen in the US4, with the UK forecasting retail industry growth in 2016 and 2017 to be less than 2% per annum5. Germany is expected to see a slightly higher level of retail sales growth at 2.5% in 20166.

It is important to note that the retail industry is comprised of two parts: warehouse/distribution and retail stores. Most view retail store based operations as the primary side of the retail industry but do not overlook distribution. For example, John Lewis has online sales of over 1bn per year and has announced further new distribution centres on top of its existing network, typified by its 97m flagship centre in Milton Keynes7. Casino, the French supermarket, has over 14,500 retail outlets around the world served by a network of distribution hubs8. And Amazon.co.uk has invested 4.6bn in its UK operations since 2010, employing 8,000 people in its UK fulfilment and customer service centres. Across the EU, Amazon now has over 30 centres with approaching 2 million square meters of capacity9.

As you review this guide and think about opportunities be sure to give consideration to these two portions of retail as they both provide unique opportunities for Spectralink.

ACROSS THE 250 LARGEST RETAILERS GLOBALLY, THE FOLLOWING REGIONAL SUB-SECTOR TRENDS APPLY2:

Of the 250 largest retailers in the world, 37% are in Europe, 35% in North America and 21% in the Asia Pacific. On a revenue basis, North America accounts for 45% of total industry revenue with Europe providing the next 39%, Asia Pacific 13% and only 3% coming from the rest of the world3.


THE RETAIL INDUSTRY

Retail Industry Trends

To understand the current state of the retail industry, we have to look closely at the trends driving and, in some cases, disrupting modern retailing. Understanding these trends will ultimately help you connect Spectralinks solutions to compelling value propositions.

Perhaps most importantly, and unlike the situation in the US, a high proportion of top retailers outsource some or all of their operation IT. This is a cultural business difference between the US and European economies as a whole, with EMEA organizations accounting for over half of global IT outsourcing10 and record growth having been achieved in the first half of 201511.

Looking at the Retail Sector in particular, the Arvato 2015 Outsourcing Index notes, With new technology driving rapid shifts in consumer behaviour, the question for retailers is how they continue to provide a seamless shopping experience across multiple channels. As the research suggests, a growing number of companies are turning to external providers for the technology and expertise required in an increasingly digital market place.

European retailers that have outsourced all or significant sections of their operation IT include: Boots Sainsbury Iceland El Corte Ingles Zara Tesco KarstadtQuelle Royal Ahold Carrefour Next Carphone Warehouse Morrisons DSG Marks and Spencer Dagrofa Ikea

The relevance for Spectralink of the strong leaning towards Retail Operational IT Systems outsourcing in Europe, is that this playbook should be seen as a tool with which to inform, and educate headline systems integrators into the benefits and return on investment that Spectralink-based solutions can deliver. Successful communications of key benefits to systems integrators will encourage them to promote those messages to their end clients in Retail, leading to a greater likelihood of Spectralink being specified as the mobile platform of choice in the key applications described later in this playbook.


Retail industry business drivers and initiatives

Modern retailers have five primary business objectives: Deliver a better customer experience Improve operating efficiencies to drive margin Maximise competitive advantage in-store Integrate online and offline experience to secure more sales closure Explore new models, including: transaction processing away from the checkout; omni-channel integration; click and collect; and more

As retailers pursue these objectives, there is a common set of concerns they are facing: Data security Data analytics and management Supply chain and inventory management Staff utilization and effectiveness Marketing and loyalty Return On Investment (ROI) Actionable, up-to-date customer intelligence Loss prevention and in-store safety

Each of these areas will require the implementation of specific business initiatives to help address these concerns, and Spectralink devices and application solutions can help enable these initiatives. Outlined below are key initiatives your retail prospects may be working on.

CONSOLIDATION OF IN-STORE TECHNOLOGY

Retailers have inherited a legacy of multiple, but independently developed, operational and marketing systems. The cost of maintaining multiple systems, along with the desire to make these systems talk to one another for more effective operational efficiency and customer service, has now reached a critical point. Retail Operations, IT (and to an extent Marketing) Directors across the industry are seriously considering consolidating these disparate legacy systems onto a single, multi-functional platform.

This desire for a single, easily integrated, robust, future-proof, in-store mobile platform represents a considerable opportunity for Spectralink, with its easy roaming, multi-compatibility and robust device life, leading to strong return on investment for customers. The ability of Spectralink to differentiate as the multi-functional mobile platform of choice is also greatly strengthened by our position as the nominated handset technology partner of choice for Skype for Business.

Skype for Business is an application designed to consolidate information communications into a single platform, and ideal partner for Spectralink. It is worth looking at the companys sales play deck, at this link.

Skype for Business presents very similar messages to this playbook, from Retail Challenges...

Challenges in RetailRetailers struggle to give associates the tools they need to provide personalized shopping experiences for consumers

Stores cannot provide personalized shopping experiences for consumers

Consumers are better informed than associates

Associates cannot easily find the right product information at the right time

Associates are disconnected from retailer messaging on consumer demand channels (e .g ., online, catalogs, TV, etc .)

Retailers cannot provide adequate training to associates

Paper-based communications are ineffective and costly

https://readytogo.microsoft.com/en-us/_layouts/RTG/AssetViewer.aspx?AssetUrl=https%253A%252F%252Freadytogo.microsoft.com%252Fglobal%252FAsset%252FPages%252FSkype%20for%20Business%20in%20Retail.aspx


UPGRADING E-COMMERCE SYSTEMS

Bricks-and-clicks remains the reality of consumer preference of how to shop, with three of the top global ten e-commerce players being European high street store groups Tesco of the UK, Casino of France and Otto Group of Germany12. Systems are under pressure to stay competitive. Nearly 58% of respondents to a recent Internet Retailer survey planned to upgrade their e-Commerce software within two years, including about a quarter that were already re-platforming13. Almost 60% of the top 100 European retailers, in contrast to their US counterparts, built their own e-commerce platform internally. Among those who did not, solutions from IBM, Hybris, Oracle, Intershop and Venda are the most popular14. Systems upgrade represents a moment of opportunity for Spectralink to pitch as the multi-compatibility, future-proof platform partner of choice.

CREATING NEW IN-STORE EXPERIENCES AND SERVICES

Online shopping has changed the brick-and-mortar experience and retailers are adopting new techniques to engage customers and ensure the brick-and-mortar store remains relevant and cost effective. Some of these initiatives include Buy Online, Pick Up In-Store (BOPS), offering localized product inventory, and retailers like Tesco are testing the endless aisle where a new type of digital signage displays all of a stores products so customers can purchase them without having to walk around the store. Many of these changes require changes in staff behaviour, often prompted by automated instructions and/or information delivered through a multi-functional, multi-compatible, easily integrated platform such as Spectralinks solutions.

ENABLING A UNIFIED COMMUNICATION (UC) SYSTEM

UC integrates separate modes of communication into a single, combined user experience. Email, text, voice and web solutions work seamlessly in one interface, enabling communications anytime, anywhere and on any device so the right people can be contacted at the right time. For example, in retail, the majority of customer questions are inventory-related. When a shopper cant get immediate answers to their questions, stores miss out on a sales opportunities and the customer is far less likely to return. By minimizing time spent on information searches, retailers allow employees to focus on customers. By 2018, it is estimated that cloud PBX and UC services will become a $12 billion15 market of which Europe represents around one third16.

Vision for communications in Retail

Differentiate with personalized shopping experiences

Connect across all consumer demand channels

Deliver superior product information

Empower associates to deliver better consumer experiences

Harness technology to reduce costs

Drive compelling consumer experiences with personalized, seamless and differentiated shopping all while gaining operational efficiencies


IMPLEMENTING PRODUCT INFORMATION MANAGEMENT (PIM) AND MASTER DATA MANAGEMENT (MDM) SYSTEMS

Boots, Intermarche, Leroy Merlin, Volvo, Adidas, Marks & Spencer, and John Lewis are all retail brands using PIM or MDM software. These systems help retailers better manage product data, improving supply chain operations and ensuring product information is consistent regardless the channel. In short, they provide an efficient, consistent means of associating different critical datasets around a common point of reference thereby allowing easier sharing and combination of data to drive the business forward. MDM fuels the data feeds and customer action prompts through a mobile platform such as Spectralink - they are critical to enhancing the customer experience and building the retail business.

INTEGRATING DISTRIBUTED ORDER MANAGEMENT (DOM) SOFTWARE AND APPLICATIONS

Just 20% of retailer respondents are using up-to-date technology for real-time inventory visibility, 24% for distributed order management and 16% for multi-channel fulfilment. The majority agrees that the ultimate goal is to migrate to a single, flexible platform capable of managing the overall business. By providing a centralized order orchestration hub, a DOM system has the capability to provide a real time view of all of a customers purchases across all of the sellers channels. In this way, distributed order management becomes a key enabler of increased supply chain efficiency in addition to an improved customer experience17. The market size for retail inventory tracking in 2014 was worth around $583m globally, rising to $1.2bn in 201918. French home improvement giant, Leroy Merlin, has deployed DOM to support its omni-channel drive19.

IMPROVING THEFT PREVENTION TECHNOLOGIES AND MONITORING SYSTEMS

The Global Retail Theft Barometer reported a total loss in Europe of $40 billion (35bn) for the industry, or just of 1.1% of sales. Some 39% of this loss was due to dishonest employee theft, amounting to around $15.7bn or 14bn20. Retailers are turning to inventory management systems and surveillance as key ways to control shrinkage. Further, technologies have moved to mobile applications so that store managers, employees and security can all have eyes and ears on the floor.

ENABLING RADIO FREQUENCY IDENTIFICATION (RFID) TECHNOLOGY

While still slow in adoption, Frost & Sullivan finds that global sales of RFID readers, tags and software to the retail sector will grow from $738 million in 2014 to $5,409 billion in 2020, reflecting a compound annual growth rate (CAGR) of 38.9 percent21. Europe represents around one fifth of this market22. RFID tags will be key in helping retailers manage inventory on the sales floor, reduce shrinkage and help on the supply chain side as well. RFID enables frequent [inventory] counting, which enables inventory accuracy. Excellence at omni-channel requires high confidence at the store level.

CUSTOMER INTELLIGENCE

As an extension on customer loyalty programs many retailers are significantly expanding their customer intelligence programs. The aim is to better match promotional efforts with the customers buying needs and better engage with customers overall. Additionally, as retailers move into their omni-channel initiatives, customer intelligence programs become more important as they look to understand how customers behave and buy across a variety of channels. To implement and apply this customer intelligence, CRM system sales and development are in growth mode. The European CRM software market was worth some $5.5bn (4.8bn) in 2015, with the retail sector representing just over 10% of non-financial business economic activity in Europe.


DEMOGRAPHIC SHIFTS TO DIGITAL NATIVES

Shoppers aged 18-24 interact with retailers via social media for everything, from following favourite brands, to discovering and researching brands, to purchasing directly through social media. These interactions tend to lead to these shoppers spending more on products, relative to non-digital natives. Therefore, retailers not only need to have a social media presence, but they must be able to engage with these digital natives in the moment. More and more, this is occurring on a mobile device, which digital natives prefer. However, a great deal of economic power still resides with the older population. Therefore, retailers need to continue to engage those shoppers in the way that they are most comfortable with, which tends to be more traditional in-store customer services such as couponing or rewards programs29.

NEED FOR MORE INTELLIGENCE

The influence of all forms of digital along with the general expansion of channels increases the need to understand customers and their preferences in order to properly meet customers in the market. Amazon pioneered this ability and now many other retailers are building their customer intelligence capabilities. Retailers are leveraging new technologies like Big Data and advance profiling to better understand customers, personalize promotions and customize offers. This intelligence also allows retailers to better manage merchandizing, inventory levels and shrinkage.

THE PROLIFERATION OF SOCIAL MEDIA NETWORKS

Interacting through social media has become a way of life, globally. More than 52% of global respondents to a Price Waterhouse Coopers survey indicated that they regularly use Facebook as part of their shopping experience27. This is forcing retailers to learn how to navigate this social media landscape. Retailers have to optimize their mobile web presence, improve search engine rankings and know how to use different digital platforms to optimize the overall shopping experience with their brands28. It also requires retailers to carefully track consumers actions and share information across platforms to provide a seamless experience across all of these digital channels.

THE EVOLVING ROLE OF THE STORE

Although e-Commerce sales are soaring, just 65% of Europeans shopped online in 201524. That means that 35% did not. Thus, retailers will continue to focus on improving the in-store experience, whether to service people who purchase exclusively in-store, or to manage the online and offline experience of customers who do both. While 50% of consumers in Europe agreed that shopping online was more convenient than in-store, a quarter of those polled said that that bricks-and-mortar stores felt like a let down after transacting online. While retailers are deploying tactics to bridge the digital divide, such as click and collect, customers want retailers to do more to connect their online and offline shopping habits. 52% of consumers in Europe would like retailers to have a single view of them, in order to personalize in-store experiences but also to make their buying journeys seamless across shopping channels25. More and more the store is becoming a showroom for shoppers to see and touch the actual product before searching for the lowest price online and placing the order.

MOBILE AND RELATED TECHNOLOGIES

Mobile devices can now be used to make purchases, compare prices and locate stores. Consumers can now use their phones to use discount vouchers, access loyalty programs, and receive or provide recommendations for a particular purchase. Phones are used to help make a purchasing decision if not to actually make the purchase26 in the store. And because consumers are using their mobile devices throughout the shopping journey, they also expect retailers and their employees to help enable their journey via mobile devices, like providing real-time inventory availability and selection information, and then completing an online order on their behalf.

Key industry disruptorsRetail executives are pursuing these objectives and business initiatives in response to a changing retail environment. We have identified five key global disruptors in the industry23. Understanding these disruptors and how they impact the market helps you understand the context that your customers are working in.

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WHAT THIS MEANS TO SPECTRALINK

The result of these disruptors is an omni-channel model in which the physical and online stores converge. Retailers must provide consumers with an always on, always available shopping experience. In order to do this, retailers are going mobile, equipping their employees with mobile devices and services, and using their physical stores as distribution hubs to expedite the supply chain process. Coordination is critical for retailers to succeed with these new programs and distribution models. Spectralink devices can be a key enabler of this coordination by providing rich voice communication and a mechanism to broadly distribute messaging, workflow, inventory and supply chain applications to employees.

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DIGITAL PRODUCTSAND MOBILE SERVICES

CUSTOMERS DEMAND

FULFILLMENT

CUSTOMER DATA AND ANALYTICS

INVENTORYMANAGEMENT

AN ALWAYS-ON,ALWAYS-OPEN EXPERIENCE

The Omni-Channel Customer ExperienceThe omni-channel phenomena is changing all aspects of the retail world and efficient coordination of these operations is critical for delivering a great customer experience.


Spectralink can help ensure reliable communications throughout the retail value chain. With our network coverage and voice quality, we can help them enable their employees with mobility at any point in their business without losing connectivity with colleagues or external callers. Warehouse and stocking functions will appreciate the reliability and durability of our handsets. In addition, our barcode scanning capability facilitates the tracking and routing of inventory through the supply chain. Additionally, PIVOT can support an array of applications to enable retailers to deliver improved customer service and support.

SPECTRALINK ENABLES THE OMNI-CHANNEL

Doing well in the initiatives discussed above drives increased profits and overall competitiveness of a retailer. As Spectralink solutions help enable the omni-channel consumer experience, we are uniquely positioned to offer the physical interface for mobile solutions that increase communication and information delivery to support these initiatives.

WE DELIVER ESSENTIAL VOICE QUALITY IN MOBILE COMMUNICATIONS

Retailers will rely on the voice quality and reliability of the Spectralink Voice Quality Optimization (VQO) solutions to make sure that communications with customers and between associates is clear and never dropped. This will be key to maintaining customer loyalty and to facilitating workflow efficiencies across all retail types.

WE TIE THE STORE TO THE WAREHOUSE

The central warehouse is critical to success in many retail verticals, including grocery, big box and automotive parts stores. Mobile communications, workflow applications and automated alerts have a direct and positive impact on inventory distribution workflows to improve both the customer experience and the bottom line.

Warehouse managers will appreciate the reliability and durability of the handsets. The ability to check stock-levels in the warehouse or at other locations through the barcode scanner will facilitate inventory management. Employees have access to calls without interruption. This is key to efficient fulfilment and return processes, which again increase customer loyalty.

WE INTEGRATE SEAMLESSLY WITH THIRD-PARTY SOLUTIONS

Retailers with brand-specific loyalty apps, or other applications to facilitate employee responsiveness and productivity will appreciate the fact that the Spectralink solutions are flexible and can integrate seamlessly with non-proprietary third-party solutions and that Spectralink has systems and processes in place to audit, vet and effectively integrate with new application vendors. This ensures that retailers can use existing applications, so employees always have access to promotional pricing, product information and customer information anywhere on the selling floor. When employees have this information, they are able to engage in a consultative sell, provide the best pricing, help the customer, and ultimately deliver a better customer experience which enhances loyalty to a store.

WE PROVIDE SECURE COMMUNICATIONS

In order to protect customer information, Spectralink devices work with third-party security applications vendors to provide Secure Enterprise Messaging that is valuable to retailers. The ability to restrict message copying and distribution outside the facility, to control the message lifespan, and to encrypt and self-destruct after a pre-set period all ensure data security for retail customers.

Similarly, safety within the store is key to ensuring a good customer experience while optimizing workflow efficiencies. The ability to quietly notify security personnel of risks through secure messaging helps reduce shrinkage while maintaining a quiet store environment where only those who need to know of a risk are aware of it and can then intervene accordingly. The safety features of the panic and built-in motion detectors and push-to-talk features ensure that security guards and others who work in the warehouse are safe and have a means of communicating the need for help in any situation.

Because the solutions communicate across devices and platforms, are flexible enough to work with existing third-party applications, and can use existing PBX and Wi-Fi infrastructure, the investment needed to implement the solutions can be minimized. This is critical in a time when IT budgets are constricted and senior IT executives now have to leverage existing systems to keep innovating.


Additional trends impacting the retail industry

There are several other related trends in retailing that help support the Spectralink value proposition. These include: Economic pressure Seasonal shopping Employee turnover Injury Information security

ECONOMIC PRESSURE: Retail industry growth is dependent on the strength of the economy including interest rates, consumer spending and commodity prices. Senior retail executives face increasing economic pressure to maintain growth and profits. Further, senior IT executives now have margin responsibility, which means they must leverage technology and systems to foster innovation30.

In response to the pressure to increase profitability and margin, some retailers are extending their role in the supply chain by either taking control of the product earlier in delivery or even directly sourcing products from Far Eastern manufacturers circumventing their existing vendors. This approach is generally pushing more volume and importance into their distribution capabilities to drive margin enhancements.

CONSOLIDATION: The retail industry is also facing concentration through mergers and acquisition as a means of growth. Large companies dominate the market as suppliers favour them with volume discounts. Three topical examples are: Walmarts acquisition of Asda in the UK; Ahold and Delhaizes merger to challenge Walmart/Asda and the merger of Fnac and Darty in France.


Spectralink solutions are flexible; they can integrate seamlessly with non-proprietary, third-party solutions and can use existing Private Branch Exchange (PBX) and Wi-Fi infrastructure. This minimizes the investment needed to implement our solutions and provides investment protection in uncertain economic environments. Further, interoperability helps companies quickly and seamlessly merge acquired companies into their operations.


Spectralink is in a unique position to help retailers distribute key information to store employees to aid in loss prevention. As shrinkage is a very real time phenomenon it is important to get this information into the hands of employees quickly. Our solutions enable this rich application delivery and messaging capabilities.

LOSS PREVENTION: In an industry that generally operates on low margins, loss from theft, spoilage or other means has a very large impact on the final profits of a retailer. New technologies are making the ability to monitor and control shrinkage more efficient for retailers. The success of these technologies hinges on distributing the information to mobile workers.

SEASONAL SHOPPING: Holidays, back-to-school, or other events affect retail cash flow and business operations. During seasonal fluctuations, retailers often hire more staff to accommodate increased shopping demand. This requires training on processes and technology. Retailers are reluctant to bring in new technology during these seasonal shopping increases. This pause in the technology review lengthens the sale cycle and should be considered in your account and opportunity planning.

EMPLOYEE TURNOVER: In many countries, retail is the largest employer; however, wages and the skill-set required of the workers is typically low. Therefore, turnover tends to be high. Recruiting and training occurs constantly but is also disruptive and costly. Inadequate staffing results in poor customer service and diminished customer satisfaction. Retailers also rely heavily on part-time help because of the fluctuation of sales volume throughout the week, time of day or season. In addition, a study of 11 European countries found that just over one-third of all sales and shop workers worked part-time31.



Our wireless device design and feature sets are familiar and are coupled with user-friendly applications. Spectralink can help quickly onboard new employees. Their productivity scales quickly when they are provided with access to promotional pricing, product information and customer information anywhere on the selling floor. Spectralink reduces costs, and improves communications and staff availability. Plus, customers will see better service and responsiveness.


Security and safety are built into Spectralink solutions. Operationally, they help provide safety in the store by giving associates the capability to quietly notify security personnel of risks so they can react without disrupting the customer shopping environment. Safety features, including panic and built-in motion detectors, can quickly summon emergency personnel. Secure enterprise messaging restricts message copying and distribution outside the facility to protect customer information. The ability to own and control key communications devices gives retailers the ability to implement critical control to manage information security risks. Spectralink devices can be configured and managed to address a variety of risks. Unlike BYOD devices, Spectralink phones remain the property of the retailer and limit significant concerns around data privacy.

INJURY: Because of lifting-related injuries related to stocking, the retail industry has higher injury rates than other service sectors. For example, the retail sector injury rate in Europe is around 13% of all non-fatal accidents32 at work and almost 9% of fatal accidents. Workplace injuries had an economic cost for Europe of somewhere between 0.9 and 1.0% of GDP33.

INFORMATION SECURITY: Retailers often access and store confidential customer information through loyalty and credit card payments. The robust Data Protection Acts which have long been in force across European countries have put the need to protect customer data at the forefront of the retailers business initiatives. In the retail sector, the average cost per lost or stolen record containing sensitive and confidential information has risen dramatically from $105 (92) in 2014 to $165 (145) per record in 201534. But the long-term damage to brand and reputation can be much deeper. The forthcoming introduction of the new European General Data Protection Regulation threatens powers to fine companies up to 4% of Global turnover for the most serious data breaches. That level of financial penalty starts to rival the fines faced by financial institutions and could have a substantial effect on corporate results. Examples of European retailers who have experienced recent breaches include T-Mobile, Moonpig, Morrisons Supermarkets, and Pharmacy2U. In Europe, France is most likely to experience data breaches, Germany is least likely35.


Account Types and Available Market (TAM)

In this section we will review the major sub-sectors of the retail industry. Each sector has unique needs for their specific products and store/dealer layouts that drive communication needs. You should consider all the retailer prospects in your territory by type to understand how to best approach them. Were providing a snapshot of the top 10 retailers from the top 250 list here. The full list is in the appendix.

TOP 250

RANKNAME OF COMPANY

COUNTRY OF ORIGIN

FY2014 RETAIL

REVENUE (US $ MIL)

FY2014 RETAIL

REVENUE GROWTH

FY2014 NET

PROFIT MARGIN

FY2014 RETURN

ON ASSETS

FY 2009-2014

RETAIL REVENUE

CAGR*

# COUNTRIES

OF OPERATION

% RETAIL REVENUE

FROM FOREIGN

OPS .

1 Wal-Mart Stores Inc. U.S. 485,651 2.0% 3.5% 8.4% 3.5% 28 28.3%

2 Costco Wholesale Corporation U.S. 112,640 7.1% 1.9% 6.3% 9.5% 10 28.6%

3 The Kroger Co. U.S. 108,465 10.3% 1.6% 5.7% 7.2% 1 0.0%

4 Schwarz Unternehmenstreuhand KG Germany 102,694e 7.2% n/a n/a 7.7% 26 59.2%

5 Tesco PLC U.K. 99,713 -2.1% -9.3% -13.0% 1.8% 13 30.0%

6 Carrefour S.A. France 98,497 -0.3% 1.8% 3.0% -2.8% 34 52.7%

7 Aldi Einkauf GmbH & Co. oHS Germany 86,470e 6.6% n/a n/a 6.8% 17 57.1%

8 Metro Ag Germany 85,570 -4.0% 0.3% 0.6% -0.8% 32 59.3%

9 The Home Depot Inc. U.S. 83,176 5.5% 7.6% 15.9% 4.7% 4 10.2%

10 Walgreen Co. U.S. 76,392 5.8% 2.7% 5.5% 3.8% 2 1.5%

TOP 101 $1,399,267 3 .2% 1 .9% 4 .3% 3 .8% 16 .72 31 .5%

TOP 2501 $4,476,624 4 .3% 2 .8% 4 .3% 4 .9% 10 .42 23 .4%TOP 10 SHARE OF TOP 250 RETAIL REVENUE 29 .9%

THE SWEET SPOT FOR SPECTRALINK

Larger retail environments of more than 20,000 square feet and revenues between 2m - 15m per store per annum (this annual store revenue is typical of organizations such as Zara, Marks & Spencer, Carrefour or El Corte Ingles. Customer company size is likely to be over 5bn per annum, unless the organization sells high-value, luxury goods where customers need to be served with very high levels of service and information, and are therefore willing to invest in Spectralink solutions as they have a high ROI by delivering rich customer experience to high-value customers.

Note the companies listed above and in subsequent sections represent the worlds largest retailers and should not be consider the full target market for retail. A variety of smaller, local, regional and speciality retailers can be very attractive targets for Spectralink. This is especially the case with luxury goods retailers who wish to improve their customer experience with very high levels of information, advice and service. It is most important to understand the retailers business model and the role of communications in their processes to find the best target customers.

GLOBAL RETAIL MARKET COMPOSITION

The retail market is very large globally, with a high degree of concentration in the largest retail providers but a very long tail of smaller providers. Overall, the top 10 retailers in the world account for 30% of the retail sales volume of the top 250 retail companies globally36. It is also important to note that five of the global top 10 retailers are European companies. Moreover, the global No.1 Walmart acquired Asda for European footprint. Asdas clothing arm, George.com, is now present in 24 European countries.

Additionally, it is important to consider both side of retail store and distribution. Many opportunities may exist in distribution and fulfilment centres to enable more efficient supply chain management. In fact, such warehouse supply opportunities may exist in parallel with a competitor holding the contract for in-store mobile devices, as in Spectralinks relationship with Morrisons, the supermarket chain. Even more fragmentation of potential buyers exists with the largest retail multiples, with different buying units at the following four levels: local stores; major stores; megastores; logistics and warehousing.


Grocery/Supermarket

THE TOP 15 GLOBAL GROCERY/SUPERMARKET RETAILERS INCLUDE:

In Europe, Germany ($260bn/230bn), France ($238bn/210) and the UK ($212bn/185bn) are the three largest national markets and only follow the U.S. in global market size37. The Grocery Store market in Europe is expected to see additional consolidation over the next 10 years, resulting in about half of the total number of large retailers participating in the market38.

Across Europe, the Grocery Store market varies greatly by both the household purchasing capacity and the associated size and growth of the national markets: 2013 to 2018 compound annual Grocery Store market growth39:

UK: 4.0% Spain: 3.8% France: 2.7% Germany: 2.1% Italy: 2.1%

These five country level markets in Europe are also different in terms of concentration, which create different opportunity types by country. Percent of market share in the top three providers40:

Germany: 60% (Edeka, Lidl, Rewe) UK: 54% (Tesco, Sainsburys, ASDA) France: 47% (Carrefour, E Leclerc, Intermarche) Spain: 47% (Mercadona, El Corte Ingles, Carrefour) Italy: 20% (Coop, Conad, Auchan)

COMPANY COUNTRY OF ORIGIN REGION 2014 RETAIL

The Kroger Co. U.S. North America $108,465Tesco PLC U.K. EMEA $99,713

Edeka Group Germany EMEA $60,960Rewe Combine Germany EMEA $51,168

Koninklijke Ahold N.V. Netherlands EMEA $43,566ITM Dveloppement International

(Intermarch) France EMEA $38,164

J Sainsbury plc U.K. EMEA $37,832Safeway Inc. U.S. North America $36,330

Publix Super Markets Inc. U.S. North America $30,802Delhaize Group SA Belgium EMEA $28,395

Wm Morrison Supermarkets PLC U.K. EMEA $27,531AB Acquisition LLC (now

Albertsons Companies Inc.) U.S. North America $27,199

Systme U, Centrale Nationale France EMEA $25,004Coop Group Switzerland EMEA $24,696

Mercadona S.A. Spain EMEA $24,515H.E. Butt Grocery Company U.S. North America $22,600


Non-grocery Multiples & Department StoresThe market for major multiple-outlet retailers of non-grocery products should be considered as a separate segment. Of course, in some cases there are combined grocery and non-grocery chains. The global top 20 European Non-grocery Multiples and Department Stores retailers include:

In Europe41 these retailers had 256 billion in revenue in 2014 and annual growth rates from 2009 to 2014 that average 3.5%, but vary from -6.9% to +9.6%. These stores occupy huge physical spaces (greater than 50,000 sq. ft.) and offer a variety of products. High volume lower value goods retailers achieve economies of scale by focusing on sales volume; profit margins on products are low. However, note there are a number of luxury goods retailers in this table who use solutions such as those from Spectralink to deliver high levels of service to customers, each of whom may individually be high value and high profit.

Mergers and acquisitions continue to consolidate the market. And the market is expected to continue to decline for two key reasons:

As consumer confidence and disposable income increase, people are more likely to shop at traditional retail outlets where they expect more personalized service and support

While a few companies like B&Q, Bricomarche and Decathlon have shifted toward supercenters that address all needs most Non-grocery Multiples and Department store segments are also exploring smaller, more localized store offerings.

COMPANY COUNTRY OF ORIGIN REGION 2014 RETAIL

IKEA NE Homewares 36,882

LVMH FR Luxury Goods 30,600

Inditex ES Fashion 18,200

Hennes SW Fashion 19,246

Adeo FR Home Improvement 17,300

Kingfisher UK Home Improvement 13,807

Mark & Spencer UK Department Store 12,982

John Lewis UK Department Store 11,332

El Corte Ingles ES Department Store 8,770

Dixons UK Electronics/Electricals 9,091

Decathlon FR Sports 8,200

Tengelmann DE Home Improvement 7,820

Drogerie Markt DE Pharmacy 8,320

Dirk Rossman DE Pharmacy 7,200

Home Retail Group UK Homewares 7,130

C&A Europe BE/DE Department Store 7,089

Primark UK Fashion 6,232

Kering FR Fashion 10,038

Richemont FR Luxury Goods 10,649

Bauhaus GmbH DE Home Improvement 4,900


Fashion & Luxury

International fashion and luxury retailers (those with a widespread footprint across multiple European countries) continue to selectively expand across Europe; as a general rule, in the last two years, for every two stores opened, one store has closed down.

Springboard to Europe; London has the highest presence of international retailers compared to European peers, followed by Paris, Moscow, Milan and Madrid.

Zara, H&M and Mango continue to have the greatest retail coverage; Michael Kors, Superdry, Cos and 7 For All Mankind have been the most expansive retailers across Europes key cities.

Since 2013, UK retailers including The Body Shop, Lush, Karen Millen, Superdry, Burberry, Marks & Spencer, Topshop and Primark have collectively expanded into over 100 new European city markets. The top three exporter countries are followed closely by the same three countries identified in 2013, namely Germany, France and Spain. Germany, in fourth place on the list, accounts for just over 12% of the market, driven in particular by its strength and success in middle market retailing, through the likes of Adidas, Puma and New Yorker.

RANK RETAILER

1= H&M

1= Zara

3 Mango

4 The Body Shop

5= Benetton

5= Lush

7 Hugo Boss

8 Diesel

8= Tommy Hilfiger

10 Timberland

11= Claires

11= Foot Locker

13 Massimo Dutti

14= Gant

14= Adidas

16 Desigual

17= G-Star

17= Jack Jones

17= Louis Vuitton

17= Max Mara

INTERNATIONAL FASHION RETAILERS RANKED BY % COVERAGE OF EUROPES KEY MARKETS42


Home Improvement

The global DIY/Home Improvement retail market a sub-segment of Non-grocery Multiples, which includes home centres and hardware stores, generates about $550 billion in annual revenue. Europe represents about 33% of this market43. The do-it-yourself (DIY) market in Europe is to grow at a slow but moderate CAGR of around 2% by 2020. The recent increase in home ownership and the rising disposable income of the populace will fuel growth in the DIY market in Europe. Due to growing customer confidence, spending on items such as furniture and tools has increased44. Market research analysts expect the global DIY market to grow at a CAGR of around 3% during the forecast period to 202046. The 27 member states of the European Union turned over 673 billion Euro with DIY merchandise altogether in 201346, the latest available full market figures. With combined sales of 140 billion Euro in the DIY-product ranges home building, construction materials and gardening Germany is the most important single market in Europe: Over 21 percent of consumer expenditures in DIY were made in this most populous country of the EU47.

In Europe B&Q, Brico, Castorama, Depot, Leroy Merlin, OBI, and ScrewFix dominate the market. Market concentration and homogenous product lines lead to high levels of price competition and low margins. High consumer confidence and an improved economy position the industry to grow in the next five years.

Spending per capita on do-it-yourself products is highest in the US, Norway, New Zealand, Germany, Luxembourg, Austria, France and Canada. However, many retailers are looking to grow by investing in emerging markets such as Eastern Europe, Russia, North Africa and South America48.

RANK RETAILER TOTAL TURNOVER IN BILLION IN 2014 HEADQUARTERS

1 Groupe Adeo 16.8 France

2 Kingfisher 13.1 UK

3 Home Retail Group 7.1 UK

4 Obi (Tengelmann) 6.9 Germany

5 Bauhaus 6.0 Germany

6 Kesko 4.2 Finland

7 Travis Perkins 3.8 UK

8 Hornbach 3.6 Germany

9 Zeus 2.8 Germany

10 Les Mousquetaires 2.2 France


JOB DESCRIPTION: Board directors oversee the operation of General Management, IT, Finance, the Supply Chain and Store Operations, and Marketing. They are responsible for fostering collaboration between the groups. Board directors, in particular the Operations Executive, play a large part in buying decisions and look to Department Directors for strategic recommendations and guidance.

In retail, executives are focused on creating a retail niche that differentiates them from competition that sells comparable merchandise. They also focus on the profitability of the store and therefore on initiatives that show a high return on investment.

BUYER PERSONA: An economic buyer who provides buying approval, but will rely on others to evaluate the product. Finance executives may help negotiate price.

Buyer RolesBoard DirectorsSimilar titles: Chief Executive Officer (CEO) / Managing Director; Chief Information Officer (CIO)/IT Director; Chief Financial Officer (CFO)/Finance Director;

Chief Operating Officer (COO)/Director of Operations; Chief Marketing Officer (CMO)/Marketing Director

Human Resources Department

PROFILE: Ages 35-55 15+ years of general business leadership Human resources and customer service background

May have masters degree or diploma in HR, in business or related field

MOTIVATIONS: Minimize employee turnover Maximize employee productivity Reduce the burden of training Attract talent

BUSINESS INITIATIVES: Maximize workflow efficiencies Implement technology to train employees Increase workplace security to increase employee satisfaction

Manage commission-based incentive programs to promote sales of certain products

JOB DESCRIPTION: HR management are responsible for recruiting and retaining the company workforce. They recognize that the talent they hire and the tools they provide to that talent have an immediate impact on customer service and therefore, customer satisfaction and loyalty.

BUYER PERSONA: HR executives can influence the purchasing decision by connecting HR management to employee productivity, operational efficiencies and customer experience.

Similar Titles: HR Director; Head of HR; HR Manager

PROFILE: Mostly male, ages 40-65 15+ years of general business leadership Sales, marketing and customer service backgrounds May have MBA or other masters degree in business or related field

MOTIVATIONS: Increase market share Build brand equity Enter new markets Create brand loyalty Reduce costs Improve productivity and efficiency Achieve profitable growth Increase shareholder value

BUSINESS INITIATIVES: Enter new markets/product lines Acquire and integrate competitors Create new retail niches Develop a merchandising strategy Optimize inventory

Example: Implement systems to use radio frequency identification (RFID) devices to transmit and store product information and tracking

Maintain competitive pricing Improve inventory management technology Leverage the internet Transmit and store product information and tracking


Marketing Department

PROFILE: Mostly aged 35-55 15+ years of sales and marketing May have a masters degree or diploma in business and/or marketing

MOTIVATIONS: Attract and retain customers Increase revenues Increase profitability Analyse, size and open new markets

BUSINESS INITIATIVES: Introduce apps that facilitate customer loyalty programs and trigger-based offers

Example: Notifying customers of promotions and special discounts

Oversee merchandising strategies Create a quiet store environment Manage commission-based incentive programs to promote sales of certain products

Communicate pricing and promotions to employees and customers instantly and seamlessly

Increase same-store revenue growth

JOB DESCRIPTION: The Head of Marketing leads the team that is responsible for developing customer sales, value and loyalty by creating a distinct shopping experience. This executive is responsible for implementing campaigns, pricing, promotions, loyalty programs, and shopping experiences to attract and retain customers. Marketing strategies will focus on improving overall footfall and transaction volumes, spend-per-customer and customer profitability.

BUYER PERSONA: The Head of Marketing can influence the purchase of technology that helps monetize customer footfall growth, facilitates customer loyalty programs and creates a unique shopping experiences that differentiate from the competition.

Similar Titles: Marketing Director; Merchandising Director; Customer Services Director; Head of Loyalty; Marketing Manager; Concession Manager

JOB DESCRIPTION: The Head of Operations is responsible for managing the day-to-day activities of the store to create a good working environment. They have general oversight of several different locations. They are responsible for the design, operation and measurement of how effectively, efficiently and profitably the stores processes function. They will drive programs to improve operational efficiency, customer satisfaction, transaction processing effectiveness, safety and worker productivity.

Because they drive the programs to maximize efficiency and profit, they hold the budget for technical solutions. Generally, they have responsibility for mobility solutions in voice, POS and data capture.

BUYER PERSONA: Is the initial contact and gatekeeper for Spectralink/reseller. They will recognize the need for technology to enable the operations programs but will look to the IT Director to make the technical recommendation regarding vendors.

PROFILE: Ages 35-55 10+ years in retail management May have MBA

MOTIVATIONS: Improve front of store and back of store efficiency

Maximize Return on Investment (ROI)

BUSINESS INITIATIVES: Maintain employee satisfaction and safety Oversee employee training and productivity Manage inventory turnover and fulfilment Implement merchandising strategies to facilitate inventory turnover

Minimize shrinkage Reduce costs and better utilise current platforms to enable upgrades and new technologies

Operations DepartmentSimilar titles: Director of Operations, Retail Operations Director, Operations Manager, Operations Director; Supply Chain Manager


PROFILE: Mostly aged 30-55 8+ years of information technology experience Bachelors degree in computer science or related field, often have a masters degree

Experience in the most current technologies and products used in the industry

MOTIVATIONS: Provide the business with fast, reliable networks and technologies

Add value to the business through technology

BUSINESS INITIATIVES: Implement apps that facilitate customer loyalty programs

Example: Notifying customers of promotions and special discounts

Enable data/information security Ensure employee and customer safety Implement or upgrade technology on existing platforms to leverage current investments

Information Technology (IT) Department

JOB DESCRIPTION: The Information Technology (IT) Director is responsible for operational IT systems. This embraces the overall planning, organizing and execution of all network, telecom, computer and information systems to best support the retailers operating, financial and strategic objectives. This includes directing all IT operations to meet requirements as well as the support and maintenance of existing applications and development of new technical solutions.

This role is responsible for staying current with technical IT solutions, implementing new technologies and making improvements to IT infrastructure. The IT Director oversees product evaluations, and identifies and recommends hardware, software and professional solutions. They advise the Executive Team and work closely with the Operations Director.

They typically work within a very tight budget, but implementing new projects provides an opportunity to ask for more money to implement new technologies.

BUYER PERSONA: The IT Director is a technical buyer with economic approval. They will work with Spectralink or the reseller or the systems integrator to develop and test Spectralink solutions and ultimately recommend a purchase to the retail organizations operations leadership.

Similar titles: IT Director/CIO; Head of Corporate IT; Head of Retail Systems;

Many of the big retail chains have outsourced IT to big systems integrators that select, implement and maintain the solutions for them. Therefore, the main decision maker is not in the end customer organization but typically will be the project manager responsible for the full IT/telephony strategy of the retail chain.


Business Intelligence (BI) Department

PROFILE:

Mostly aged 30-55 8+ years of data management/analysis/BI experience

Bachelors degree in computer science, mathematics, economics, data analytics or related field, often have a masters degree

Experience in the most current technologies and software used in the industry

MOTIVATIONS:

Provide the business with fast, reliable data analyses that support the strategic and tactical needs of management

Add value to the business through analytics

BUSINESS INITIATIVES:

Implement apps that facilitate customer insight

Example: customer evaluation and management

Implement or upgrade technology on existing platforms to leverage current investments into business insight and its applications

JOB DESCRIPTION: Business Intelligence (BI) is a function in the Retail sector that has emerged over the last 5-10 years. The department is responsible for bringing together all facets of data (intelligence) on the business so that analysis can take place to guide business strategy and the deployment of those strategies. A subset of BI is the capture, combination, analysis and practical implementation of all customer-facing data to build and implement smarter ways of interacting with customers to improve service, enhance relevance of offers and communications for customers, and encourage increased sales, margin and customer satisfaction. BI tends to work hand in hand both with functional departments (Operations, Marketing, etc.) and IT, to ensure business improvement initiatives are firmly based on real customer and business data, and to also ensure that they can be deployed effectively without interfering with the smooth running of critical line-of-business systems (transaction processing, stock and logistics, financial systems, etc.).

This role is responsible for advising about the data flows that may be accessed, assembled or created to feed front-line customer management applications. Whilst not an end-buyer/budget holder for either marketing or operational customer management applications, they remain a key internal consultant and enabler to identify critical data for sales, satisfaction and marketing improvement initiatives, and will be involved in trial or pilot construction and evaluation. BI advises the Operations Director and the Marketing Director, and is a peer colleague to IT.

BUYER PERSONA: The Head of BI Director is a technical advisor with a strong connection to, and understanding of, commercial outcomes. They will work with the Head Systems Integrator/Solutions Reseller/AIMS Partner/Spectralink to develop and test initiatives that incorporate Spectralink solutions and ultimately recommend a purchase to the retail organizations operations/marketing leadership.

Similar Titles: CIO/Chief Data Officer (CDO); Head of Business Intelligence (BI); Head of (Customer) Insight


Sales Plays

PLAY 1: Mobile Systems Convergence

DESCRIPTION:For historical reasons, many larger retailers are currently managing a wide range of legacy systems. This is expensive and operationally ineffective/inefficient. Each system (ERP, stock management, logistics, CRM, finance, etc.) has been developed as an isolated project, without regard to systems being able to talk to one another for more effective operational efficiency, customer service, and customer-profile-triggered marketing. Across the industry, especially with the rising recognition of the need to treat customer intelligently across all channels (omni-channel), functional and IT directors are looking at converging these disparate systems onto a single, multi-compatibility platform, in order to make coordinated customer management a reality. This is seen as a major component of competitive advantage. Retail Operations, IT (and to an extent Marketing) directors who are seriously considering consolidating these disparate legacy systems onto a single, multi-functional platform, want to do so in the knowledge that that platform which needs to be mobile in order to bring top level customer service into the hands of every staff member can offer return on investment across many years both technologically and in terms of physical robustness.

This search for a single, easily integrated, robust, future-proof, in-store mobile platform represents a major opportunity for Spectralink we can offer seamless roaming, robust construction, multiple platform compatibility, easy data integration (with product catalogues, CRM systems, etc.). All this leads to a strong return on investment business case. The positioning of Spectralink differentiated as the multi-functional mobile platform of choice with a multi-year return on investment and future-proofing, is as noted earlier enhanced further by being the nominated handset technology partner of choice for Skype for Business. Again refer to the Skype for Business sales play deck, at this link.

A good customer experience, delivered through staff equipped with multi-functional mobile devices leads to high-spend high-loyal customers the fundamental building block of organizational growth.

BUSINESS DRIVER

Leave legacy systems where they lie, but converge information/data from them in a single device to create a 360 view of the business and of the customer

Deliver a better customer experience supported by converged mobile multi-functional devices

BUSINESS INITIATIVE

Enable greater sales closure Enable higher sales values/profitability Introduce new but relevant service/product offerings at point of sale

Supply up-to-date product information on pricing, promotion and stock availability

Make in-store and store-to-store communications more intelligent

Deliver consultative selling Implement customer insights through a single device

BUSINESS INITIATIVE OWNER

Executive Team Director of Operations Director of IT Marketing Director

With Spectralink, employees and management now have access to more information drawn from previously stand-alone operating and marketing IT applications. To have this data available at a single point allows management to access an intelligent, real-time dashboard of key performance indicators, making their management decisions and actions more timely and accurate. For staff, the multi-functional mobile platform allows them to provide consultative selling to customers while accessing the convenience and speed of shopping at a brick-and-mortar location. Spectralinks PIVOT provides the device platform holding the applications that enable the capture and delivery of analytics information. This meets one of the two technical needs the mobile device. PIVOT would need to be paired with applications to fully enable customer analytics.

PLAY OVERVIEW

https://readytogo.microsoft.com/en-us/_layouts/RTG/AssetViewer.aspx?AssetUrl=https%253A%252F%252Freadytogo.microsoft.com%252Fglobal%252FAsset%252FPages%252FSkype%20for%20Business%20in%20Retail.aspx


SOLUTION

DECT, WI-FI AND PIVOT Enables intelligent business management

Enables customer loyalty apps Enables relevant trigger-marketing to be implemented

Inventory lookup Product scanning Android OS allows for a variety of applications to be installed

Company owned and managed device is critical to security requirements

Voice quality (customer-to-employee and employee-to-employee)

REFRAME

Reframe to this when the buyer doesnt see the value in PIVOT. Reframe to the ability to offer more information to the customer to increase customer satisfaction and loyalty by allowing the associate to be a consultant rather than merely enabling the transaction. You may have a second opportunity to reframe when your buyer indicates they are looking at BYOD policies as a solution. Personally owned devices look unprofessional and from the customers perception looks like sales associates are not working or are ignoring customers.

BUSINESS OUTCOMES

Improve management decisions in the business, at senior and middle management levels

Provide leadership with accurate, comprehensive data-basis for key decisions

Increase customer satisfaction and loyalty leading to greater life time value of the customer

Upsell or cross-sell generating increased revenue

Increase inventory turn improving balance sheet performance

Preserve reputation Increase employee workflow efficiency to improve operating costs

AIMS PARTNERS

Note: AIMs Partner Guide Table provides more information on partners.


SUMMARY AND CHALLENGE

Companies often run a number of legacy systems, that are often expensive, inefficient and do not integrate with other systems, and therefore inhibit the retailer from providing the omni-channel experience - Retail Operations and IT Directors are looking to consolidate these legacy systems into one multi-functional platform, to provide all customer data and knowledge into the hands of every employee but to do this ensuring longevity and technology ROI avoiding the situation they are in now.

PRIMARY DECISION MAKER(S) Operations Director, IT Director, Head of Loyalty, Marketing Director

SPECTRALINK PRODUCT FEATURES

Open API configuration for easy integration with existing platforms Wi-Fi is enabled through the facilitys infrastructure, so remains secure behind firewall Enterprise device stays on site, unlike BYOD IT can ensure all devices are installed and running secure applications Communication throughout the store Superior voice quality Ruggerised Customers wont think the employee is on their personal phone 24/7 usage, with interchangeable batteries & long life

BENEFITS OF SPECTRALINK

DEVICE

Extremely Ruggerised, and has a long-life span (5+ years), reducing the total cost of ownership Seamless roaming throughout front and back of store Open API configuration and architecture offers flexibility to integrate with retail specific applications and interface with existing platforms

Wi-Fi driven, browser interface allows employees to engage with shoppers and online offers to ensure instore purchase

Staff can communicate from anywhere in the store, seeking stock updates, confirmation of offers, in real-time without leaving the customer

Customers wont think the employee is on their personal phone Ideal for shift work situations, always available 24/7

SPECTRALINK PRODUCT

CONFIGURATIONAny 84-series (please note Scanner only available on the 8453)

AIMS PARTNER APP CAPABILITIES Skype for Business

CUSTOMER BENEFITS

The benefit of the Spectralink handset is that it delivers an open interface and becomes a worksmart device. It delivers all of the UC benefits from SFB and presence, Instant Messaging and UC, but also can integrate with your stock management systems, your pricing solutions and offer data capture and scanning, with alerts and messaging alongside potential replacement of radio and pagers with a single device. This offers lower cost of ownership, with lower costs of management and training. The opportunity for you to write your own apps and integration bespoke to your own needs brings real value and ownership of the solutions. The introduction of a device which saves staff carrying 3-5 devices is also a motivating factor and contributes to staff welfare. With the browser interface and web access there are no limits to the information which can be delivered or viewed over the network by each member of staff to drive service and customer sales.

Play 1: Mobile Systems Convergence Wi-Fi


Play 1: Mobile Systems Convergence PIVOT


Companies often run a number of legacy systems, that are often expensive, inefficient and do not integrate with other systems, and therefore inhibit the retailer from providing the omni-channel experience - Retail Operations and IT Directors are looking to consolidate these legacy systems into one multi-functional platform, to provide all customer data and knowledge into the hands of every employee - but to do this ensuring longevity and technology ROI - avoiding the situation they are in now.

PRIMARY DECISION MAKER(S) Operations Director, IT Director, Head of Loyalty, Marketing Director


Open API configuration for easy integration with existing platforms Wi-Fi is enabled through the facilitys infrastructure, so remains secure behind firewall Enterprise device stays on site, unlike BYOD IT can ensure all devices are installed and running secure applications Communication throughout the store Superior voice quality Ruggerised Customers wont think the employee is on their personal phone 24/7 usage, with interchangeable batteries & long life Android OS allows choice of applications for data capture/analytics/CRM/sales prompts Larger, touchscreen display Company owned/managed device critical to PCI security requirement


DEVICE

Ruggerised for retail environment Seamless roaming throughout front and back of store Open API configuration and architecture offers flexibility to integrate with retail specific applications and interface with existing platforms

Wi-Fi driven, browser interface allows employees to engage with shoppers and online offers to ensure instore purchase

Access to the worldwide library of thousands of Android applications with management controls to restrict employee browsing & personal app usage

Enterprise designed for use in store only, reducing the possibility of theft Familiar smartphone interface, for ease of training and use by employees Customers can seek assistance anywhere in the store and receive instant support Staff can communicate from anywhere in the store, seeking stock updates, confirmation of offers, in real-time without leaving the customer

MDM/CMS locks down apps for staff usage increases efficiency and control Ideal for shift work situations, always available 24/7

SPECTRALINK PRODUCT

CONFIGURATIONNote: Product scanning only available on Wi-Fi products

AIMS PARTNER APP CAPABILITIES Skype for Business

CUSTOMER BENEFITS

The benefit of the Spectralink handset is that it delivers an Android Google Play open interface and becomes a WorkSmart device. It also delivers all of the UC benefits from SFB and presence, Instant Messaging and UC, but also can integrate with your stock management systems, your pricing solutions and offer data capture and scanning, with alerts and messaging alongside potential replacement of radio and pagers with a single device. This offers lower cost of ownership, with lower costs of management and training. The opportunity for you to write your own apps and integration bespoke to your own needs brings real value and ownership of the solutions. The introduction of a device which saves staff carrying 3-5 devices is also a motivating factor and contributes to staff and welfare. With the browser interface and web access there are no limits to the information which can be delivered or viewed over the network by each member of staff to drive service and customer sales. The Google Play Application store adds significant value by way of third party applications for stock management, scanning, ERP and also premises management capabilities. The simple and friendly Android operating system is easy and familiar to deliver work-related applications and integration which benefit the business and can be controlled and managed internally.


Play 2: Customer Experience

DESCRIPTION

Improve the customer in-store experience in order to (measurably): sell more to existing customers; attract more customers; increase sales-per-customer; improve footfall-to-transaction rates; increase profit-per-customer. This will also include enabling new services and interactions that customers want, that customers regard as truly adding value to their retail experience, and that encourage them to patronize a retailer over its competitors.

Customer Analytics, implemented into automated triggers for staff, is critical to enhanced customer experience. Customer details, buying habits, preferences, credit status and profile information is analysed to understand what products, offers, promotions are likely to appeal to each customer, without cannibalizing their current purchase patterns. Mobile plays a role in both capture of this information and delivery of automated triggers (combining online and offline customer intelligence) to store employees. In capture, mobile application can serve as an input point for in-store interactions between employees and customers. In delivery, mobile applications can provide recommendations on products, preference and history to employees related to the customer in front of them. A robust mobile device is critical to enabling customer analytics to a mobile employee. Automated prompts also helps staff to close sales immediately in-store, which accelerates inventory turns for the retailer.

However, a good customer experience leads to customer loyalty and repeat purchases, and repeat customers improve profits. With consumers now having so many shopping options, loyalty is perhaps the most critical success factor for all retailers.

BUSINESS DRIVER

Deliver a better customer experience Keep, attract and grow customers

BUSINESS INITIATIVE

Improve staff ability to close business in-store

Provide new service offerings at point of sale, relevant to each individual customer

Supply up-to-date product information on pricing, promotion and stock availability

Improve store-to-store communications Deliver consultative selling Provide a quiet shopping experience by eliminating overhead communications

BUSINESS INITIATIVE OWNER

Executive Team Marketing/Merchandise Director Director of Operations Director of IT

PLAY OVERVIEW

With Spectralink, employees now have access to more product information, which allows them to provide consultative selling to customers while accessing the convenience and speed of shopping at a brick-and-mortar location. Similarly, associates and managers can spend more time on the selling floor because inventory management and stock checks can be made via text or voice communication with warehouse personnel. Spectralink, combined with third-party apps, provides store associates with the most current pricing and promotions information to ensure that customers receive the best or same price in the store that they would receive online. Finally, integrating Spectralinks Pivot device with third-party mobile point-of-sale devices and check-out applications allows customers to check out faster from anywhere in the store.

41% of shoppers have abandoned a purchase due to long wait times in checkout lines, and 86% avoid stores where they perceive the lines to be too long . The average consumer says that 9 minutes is too long to wait in a queue, and queues more than 7 people long will make them abandon their purchases and shop elsewhere49 .


SOLUTION

DECT, WI-FI AND PIVOT Enables customer loyalty apps Inventory lookup Product scanning Voice quality (customer-to-employee and employee-to-employee)

REFRAME

Reframe to this when the buyer doesnt see the value in PIVOT. Reframe to the ability to offer more information to the customer to increase customer satisfaction and loyalty by allowing the associate to be a consultant rather than merely enabling the transaction. You may have a second opportunity to reframe when your buyer indicates they are looking at BYOD policies as a solution. Personally owned devices look unprofessional and from the customers perception looks like sales associates are not working or are ignoring customers.

BUSINESS OUTCOMES

Increase customer satisfaction and loyalty leading to greater life time value of the customer

Upsell or cross-sell generating increased revenue

Increase inventory turn improving balance sheet performance

Preserve reputation Increase employee workflow efficiency to improve operating costs

AIMS PARTNERS

Note: AIMs Partner Guide Table provides more information on partners.



The mobile device provides staff with the ability to: Capture the most up-to-date profile and preference data on customers, and Be prompted to offer up-sell or cross-sell offers generated on the fly that are highly relevant to the customers profile/preferences.

The result customers are offered things they really want, and extra sales are generated.PRIMARY DECISION

MAKER(S) Operations Director, IT Director, Head of Loyalty, Marketing Director


Customer push-button alerts Communication throughout the store Superior voice quality Ruggerised Customers wont think the employee is on their personal phone 24/7 usage, with interchangeable batteries & long life, making it cost effective


DEVICE

Customers can seek assistance anywhere in the store and receive instant support Staff can communicate from anywhere in the store, seeking stock updates, confirmation of offers, in real-time without leaving the customer

Spectralink phones look like work mobile devices negating the negative impression an employee is making a personal call

Cost effective solution for immediate return, with a low cost of ownership Ideal for shift work situations, always available 24/7

SPECTRALINK PRODUCT

CONFIGURATIONAny DECT solution with server, base stations and handsets

AIMS PARTNER APP CAPABILITIES

Integrated Comms and messaging (all) Alerts and notifications (Multitone, BlueSky, Novalink, Zonith, New Voice) Integrated, messaging across phone, Wi-Fi and network (BlueSky) Auditable workflow/task management/monitoring (BlueSky, Novalink, New Voice, Flex Valley, Optiflow) Flexible scalability (BlueSky) Call centre, branch office integration with IVR (Novalink) Audio conferencing (Novalink, New Voice) Staff location (Zonith) Easy integration with existing systems (BlueSky, Flex Valley, Optiflow) Automated messaging (Flex Valley)

CUSTOMER BENEFITS

Having an integrated solution that can improve the customer experience by real-time communication and quick reaction to the customer requests. Customers seeing staff respond to their query without disappearing through a warehouse door and never coming back. The employee can use the work mobile to answer the customers questions in the presence of the customer

Discreet alerts and secure messaging to reduce over-head announcements for an improved shopping environment

Response time and audit trail management can measure customer service response times for continuous improvement

Improve staff productivity, so maximise staff management to deliver the best customer experience and quicker customer response times

DECT offers a blanket coverage with base stations dedicated to voice only, ensuring consistent coverage and great voice quality

Integrates with PBX seamlessly and provides full feature set

Play 2: Customer Experience DECT







Inventory lookup Product scanning Open API configuration Customer push-button alerts Communication throughout the store Superior voice quality Ruggerised Customers wont think the employee is on their personal phone 24/7 usage, with interchangeable batteries & long life


DEVICE

Open API configuration and architecture offers flexibility to integrate with retail specific customer management applications and interface with existing platforms

Extremely rugged, and has a long-life span (5+ years), reducing the total cost of ownership Seamless roaming throughout front and back of store Wi-Fi driven, browser interface allows employees to engage with shoppers and online offers to ensure instore purchase

Customers can seek assistance anywhere in the store and receive instant support Staff can communicate from anywhere in the store, seeking stock updates, confirmation of offers, in real-time without leaving the customer

Customer is not left standing with the negative impression an employee is making a personal call Ideal for shift work situations, always available 24/7

SPECTRALINK PRODUCT

CONFIGURATIONAny 84-series (please note Scanner only available on the 8453)


Integrated Comms and messaging (all) Alerts and notifications (Multitone, BlueSky, Novalink, Zonith, New Voice) Integrated, messaging across phone, Wi-Fi and network (BlueSky) Auditable workflow/task management/monitoring (BlueSky, Novalink, New Voice, Flex Valley, Optiflow) Flexible scalability (BlueSky) Call centre, branch office integration with IVR (Novalink) Audio conferencing (Novalink, New Voice) Staff location (Zonith) Easy integration with existing systems (BlueSky, Flex Valley, Optiflow) Automated messaging (Flex Valley)

CUSTOMER BENEFITS

Having an integrated solution that can improve the customer experience by real-time communication and quick reaction to the customer requests. Customers seeing staff respond to their query without disappearing through a warehouse door and never coming back. The employee can use the work mobile to answer the customers questions in the presence of the customer

Discreet alerts and secure messaging to reduce over-head announcements for an improved shopping environment

Response time and audit trail management - can measure customer service response times for continuous improvement

Improve staff productivity, so maximise staff management to deliver the best customer experience and quicker customer response times

DECT offers a blanket coverage with base stations dedicated to voice only, ensuring consistent coverage and great voice quality

Integrates with PBX seamlessly and provides full feature set

Play 2: Customer Experience WI-FI







Enables customer loyalty apps Inventory lookup Product scanning Camera Voice quality

Android OS allows choice of applications for data capture/analytics/CRM/sales prompts

Larger, touchscreen display Company owned/managed device critical to PCI security requirements


DEVICE

Open API configuration and architecture offers flexibility to integrate with retail specific customer management applications and interface with existing platforms

Ruggerised for retail environment Seamless roaming throughout front and back of store Wi-Fi driven, browser interface allows employees to engage with shoppers and online offers to ensure instore purchase

Access to the worldwide library of thousands of Android applications, with management controls to restrict employee browsing & personal app usage

Enterprise designed for use in store only, reducing the possibility of theft

Familiar smartphone interface, for ease of training and use by employees

Customers can seek assistance anywhere in the store and receive instant support

Staff can communicate from anywhere in the store, seeking stock updates, confirmation of offers, in real-time without leaving the customer

Customer is not left standing with the negative impression an employee is making a personal call

Ideal for shift work situations, always available 24/7SPECTRALINK

PRODUCT CONFIGURATION

Note: Product scanning only available on Wi-Fi products


Integrated Comms and messaging (all) Alerts and notifications (Multitone, BlueSky, Novalink, Zonith, New Voice)

Integrated, messaging across phone, Wi-Fi and network (BlueSky)

Auditable workflow/task management/monitoring (BlueSky, Novalink, New Voice, Flex Valley, Optiflow)

Flexible scalability (BlueSky)

Call centre, branch office integration with IVR (Novalink)

Audio conferencing (Novalink, New Voice) Staff location (Zonith) Easy integration with existing systems (BlueSky, Flex Valley, Optiflow)

Automated messaging (Flex Valley)

CUSTOMER BENEFITS

Enterprise presence and usage capabilities, such as Cisco Jabber and Microsoft Skype for Business; providing retail employees the same contactability as a desk-based employee, via instant messaging, presence and availability

Offers the replacement of multiple devices, such as radios, pagers, scanners, to make training of employees easier and bring efficiency to store operations. With employees only requiring one device to do all, this also reduces total cost of operations and device management complexity

Offers an open platform, allowing the retailer to create their own apps which integrate with existing online platforms (such as the retailers website) to ensure online offers are integrated in-store, stock availability can be accessed with ease, and the omni-channel experience be offered. Open platform also provides the additional benefit of investment protection, allowing you to upgrade with limited expense as new applications are designed and written

Having an integrated solution that can improve the customer experience. The onboard browser offers quick price checks and competitive search capabilities, driving real-time communication and quick reaction to the customer requests. Also, an employee can use their Spectralink device to answer the customers questions in the presence of the customer

Discreet alerts and secure messaging to reduce over-head announcements for an improved shopping environment. Response time and audit trail management - can measure customer service response times for continuous improvement

Improve staff productivity, so maximize staff management to deliver the best customer experience and quicker customer response times.

Gain the ability to monitor warehouse door or the temperature of fridges and have discreet alerts when items are potentially removed from store (reducing theft of stock) sent direct to all management handsets

Play 2: Customer Experience PIVOT


Play 3: Safety for Employees and Customers

DESCRIPTION

Provid

Retail Sales Playbook – EMEA - Westcon-Comstormedia.gswi.westcon.com/media//EMEA-RetailPlaybook_13.pdf · COIETIAL V1.0 EMEA RETAIL SALES PLAYBOOK | 3 Other Apparel Department Stores

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