Instore Wi-Fi Giving customers what they want & building a platform for mobile customer engagement
Nov 02, 2014
Instore Wi-Fi
Giving customers what they want & building a
platform for mobile customer engagement
SG-Retail: Wi-Fi for Retailers
1. Introducing SG-Retail 2. The Wi-Fi Opportunity 3. Introducing ZapFi 4. Find out More
Introducing SG-Retail
SG-Retail was founded by Steve Gray
extensive expertise in data, analytics, insight, loyalty, CRM &
retail solutions
Company Role Sector Focus
Proposition key clients
Previously Managing Director Director
Retail Fmcg Services
Consulting & Analytics
Tesco, Kroger P&G, Nestle, Coca Cola, Unilever etc BA/Air Miles, Vodafone, BT
CEO & Chairman Retail Fmcg Services
Consulting & Analytics
Carrefour, Metro, Morrisons, Waitrose, Boots, DSG, British Gas, BA/Air Miles, Pizza Express, BP
CEO & Chairman Retail Mobile CRM Sephora, Total, Go Outdoors, Decathlon P&G, Nestle, Arla
Currently
Senior Adviser All Consulting Many of world’s leading companies
Founder &
owner
Retail Consumer Services
Consulting, Analytics, Solutions
Poundland, Pets at Home, ZapFi, Sephora, Camelot, Avios
NED Fmcg Consulting, Agency, Outsourcing
Nestle, Unilever, Britvic, BAT, Diageo, Energizer, Nintendo, EA Games
“Customer engagement” creates value, commitment
and advocacy
What is “customer
engagement ?
Understanding and interacting with new and existing customers, in order to earn and grow their lifetime value, commitment and advocacy
Value how much customers spend, how frequently they visit
Commitment how they spend across all channels, and share of spend
Advocacy what customers say
Value Commitment Advocacy
4 key building blocks
Organisation
Alignment
&
Insight
Capability
Development
Multi
Channel Data,
Analytics &
Insight
Management
“Customer
Centricity”
Philosophy,
Purpose,
Goals,
Strategy &
Measures
Activation
Solutions
Innovation
Content
Partnering
Value Commitment Advocacy
1 2 3 4
Our 4 core propositions
Service Topics
Consulting - “Customer Centric” strategy - Organisation alignment & change - People, process & capability building - Data monetisation
Insight & Analytics
- Analytics / “Big Data” - Segmentation - Multi-channel “SCV” - Consumer Research - Social media
Data Services - MasterCard Services - Integration & 3rd party data - Data monetisation
Solutions - Mobile/Wi-Fi - CRM / Loyalty - Vouchers/Couponing - Database management - Customer KPI delivery & reporting - Data monetisation
We have worked with many of the world’s
leading retailers
Retail UK Retail International Other
Tesco
Sainsburys
Asda
Morrisons
Waitrose
Boots
DSG
BP
Total
Sainsburys at Jacksons
Decathlon
Go Outdoors
Poundland
Pets at Home
Kroger
Woolworths
Australia
Metro
Carrefour
Dm
Axfoods
Sephora
Kesko
Avios (British Airways
Air Miles)
British Gas
Homeserve
SSE
PAYBACK
Nokia
BskyB
Pizza Express
Nectar
How can SG-Retail help with Wi-Fi?
• Creating the business case for Wi-Fi
– Costs / benefits / ROI
– Aligning the organisation
• Leverage data, insight and customer engagement opportunities
– Who’s shopping, when and where
– What are they researching & buying ?
– How can I reward and incentivise spend and visit frequency ?
– How can I improve commitment and advocacy ?
• Partnership with ZapFi
• Tailored solutions that optimise mobile engagement
– Mobile CRM; loyalty & digital vouchers
– Mobile payments
THE OPPORTUNITY:
WI-FI IN RETAIL
Customers want constant mobile access
• Customers want to stay connected via social media, email and apps and informed, researching products and services as part of the shopping experience.
• They wish to do so via a free to use Wi-Fi service, that provides a quick and reliable connection, whilst freeing them from concerns about data limits.
• Expectations (and investment) are greatest at retailers with:
Larger locations Longer dwell times Higher priced products / services Social element Premium or “here to help” positioning
More than a customer convenience
• Providing a customer convenience is only the most passive use of a guest Wi-Fi solution though.
• Used proactively by retailers, it can transform customer service and engagement, bringing digital content instore, integrating with multichannel offers and sending targeted messages and more.
• Retailers believe it will contribute in an increasing number of ways over the next five years.
Helping staff and generating revenue too
• In addition to the direct customer interactions, Wi-Fi can also be used to improve the ease and efficiency of many staff operations.
– Queue bust with payment via tablets
– Store score cards and store review surveys
– Online training facilities
– Stocktaking with wireless devices
– Wireless label printing Revenue Generation Wi-Fi’s ability, with the right platform, to deliver relevant messages to appropriate customers at targeted locations or times, can also create significant supplier partnership opportunities.
Retailers are increasingly investing in Wi-Fi
• In a trend that is only set to continue, as wireless solutions become a mainstream offering.
Sector Example
Department stores John Lewis, Debenhams
Shopping centres / parks Value Retail
Supermarkets Tesco, ASDA
High street / specialist Reiss, WHSmith, Game, Maplin, Wilko’s
Banks Barclays
Hair salons Toni & Guy
• As a result of such opportunities, across sectors, UK organisations have been announcing Wi-Fi projects or trials …
Introducing ZapFi:
Wi-Fi platform details
ZapFi: powerful infrastructure connected to a
sophisticated marketing and insight platform
• ZapFi, supported by SG-Retail, offer a solution that differentiates itself by the:
- High performance of its infrastructure
- Sophistication of its analytical and customer engagement capabilities.
Listen to, understand and engage with multi-
channel customers
• We can install a secure wireless network, powerful enough to support both customer and corporate projects, that is then connected to our unique central platform (ZapCentre).
• This intelligent, marketing platform has been designed specifically for the modern retail environment and allows retailers to listen to, understand and engage with their multi-channel customers.
• Launched initially in Europe, their clients include banks such as Belfius and BNP Paribas, retailers such as C&A, TOTAL, Quick, Delhaize, CORA shopping centres, as well as bars, colleges and football grounds.
ZapFi gives retailers control, flexibility and
insight
Control To brand and shape the digital experience in their stores
Flexibility To deliver targeted messages throughout the surfing experience
Insight Into customers’ on and offline behaviours to optimise that access
• The ZapFi solution differs from many offers, by giving retailers the:
• As well as the versatility to deliver new staff and corporate Wi-Fi services.
Better performance for customers, retailers and
suppliers
• The platform:
– Satisfies customers’ demands for a premium and secure service
– Optimises the channel for marketing and CRM purposes
– Creates targeted, relevant access to consumers that boosts acceptance and monetization opportunities.
http://youtu.be/p1acjPjvLT4 http://youtu.be/44oeaYRJgAc
3 key features to the ZapFi technology
Benefit Characteristics
Light Touch Infrastructure
- Plug and play simplicity - Powerful hardware means fewer access points. - Just 1 or 2 items to connect and cover average convenience
store. - Quicker and cheaper installation - Less store disruption. - Up to 3 SSID’s mean only one solution needed for staff,
corporate and customer needs
High Performance Customer Wi-Fi
- High performance Wi-Fi - Capable of handling heavy use from a large number of
concurrent users - Fully secure (trusted by two European banking chains for
their Wi-Fi provision) - Filtered content
Intelligent Marketing Platform
- Control to brand and shape the digital experience of customers
- Branded landing page and ability to serve messages throughout customer visit.
Plug-and-Play simplicity
Fully managed and no interference to existing
infrastructure
Secure Wi-Fi for customers and the provider
Gain new insight into your customers’ instore
behaviour
What sites? Where are customers going online?
What role in the shopping mission?
How much of the online behaviours are related to a shopping mission? Are they using your services for information or entertainment, or looking at competitor sites? If so, which ones?
Extent and nature of “showrooming”
Is “showrooming” a factor? If so, which customer segments, on what product areas, are particularly prone to showrooming or other behaviours?
Role of Social Media
How much social media activity is there? And which sites do certain customer segments tend to favour?
ONLINE
Understand:
• Who is coming into which store?
• When?
• For how long?
• Where are they visiting inside (with an imminent upgrade)?
The central platform also allows insight into the offline behaviours of visitors. As long as they have previously registered, even if they do not log in, their movements can be recorded by the Wi-Fi platform.
OFFLINE
• ZapFi, via its intelligent marketing platform, can also provide a full insight into both the on and offline behaviours of your customers.
An unparalleled overview of your shoppers
• Combining the online and offline Wi-fi insights can help a retailer without a loyalty scheme to extend its insight and CRM.
• For customers that do use a loyalty scheme, the insights from the off and online Wi-fi information, combined with existing information provides an unparalleled, multichannel, overview of customer behaviour.
Insight to engagement: Branded messaging,
tailored by segment, can be placed throughout
• Branded, dynamic, landing page: Use the insights to tailor the branded landing page according to customer segments, store characteristics and more, providing relevant and targeted messages or offers.
• Videos and Dynamic Adverts: Messaging can continue during surfing including short video pieces or dynamic adverts alongside the viewed content.
Insight and engagement – supplier partnership
opportunities
• Supplier Offers: The insight created by the Wi-Fi system, integrated with existing CRM information and combined with ZapFi’s ability to deliver targeted messages at any stage of a customers Wi-Fi use, creates a powerful promotional tool for suppliers.
• Monetization Potential: Steve Gray of SG-Retail has an unparalleled expertise in the monetization of customer insight and access, having led supplier projects as part of the Tesco Clubcard, Boots, Carrefour and Kroger loyalty schemes. If required, SG-Retail will explore the opportunities and evaluate the revenue generating potential.
Next Steps:
Find out more
Please get in touch to find out more
• If you would like to explore the opportunities of Wi-Fi for your store further, please get in touch.
– By Email: [email protected]
– By Phone: 0208 643 1537 / 07906 905 537
– SG-Retail Website: www.sg-retail.co.uk