Shopping Trip 360°

Ajay Jagtap 08PG0119Prathap Reddy 08PG0131Venu Gopal 08PG0146Ria Samuel 08PG0163

Introduction

Infosys Technologies Limited (NASDAQ: INFY) launched the project “Shopping Trip 360°” on July 31, 2008 in Bangalore. Code named ST360Objective is to help retailers and consumer packaged goods (CPG) companies achieve visibility into in-store activity. It is a platform which enables a suite of managed-information services to create a 360-degree view of real-time in-store shopper and shelf activity.

Introduction

ShoppingTrip360 leverages a network of wireless sensor-based applications within the store that allows people (shoppers), places (retailers) and products (CPG companies) to collaborate in real-time by creating an information ecosystem. It is a permission-based, implicit and seamless exchange of information.

OverviewThe two types of retailers are:Traditional brick-and-mortar store• Touch n feel• Accessibility • Product VisibilityPurely online retailer•More product detail•Comparision with similar products •Look for deals and promotions•Access user feedback and reviews

What is ST360°?

Creating the same level of online comfort in the real world in a brick-and-mortar location is ST360°.

Retailers can dig deep into customers behavior and their shopping pattern which in turn help them to improve their operations and modify their business strategy so as to provide enhanced experience to the customers.This bring enormous benefits to everyone—retailers, CPG manufacturers and shoppers.

ST360° Technology:

The technologies promised in the Shopping 360 network are: “store heat maps” which track cart paths; “smart shelves,” which track inventory and shelf browsing activities;

“smart visual merchandising” which enables couponing, more information on products and recommendations on new products.

Store Heat Maps

Where the shoppers are and what they are doing before check-out.When to open a new check-out lane and how to optimize store lay-out.Can match a wine to the food they buy, get recepies and locate products.Everything conducted and received on-line.

•Provides real-time view of the shop, using sensors and transponders. Transmit 2.4 GHz signals that comply with the IEEE 802.15.4 protocol.

Smart Shelves

• Indicates product inventory level by matching the sensor data with stores planogram (store layout diagram).

• Transmits an alert via e-mail to interested parties like store manager of the CPG co.

• Can solve out-of-stocks with a cost effective approach as they happen, without having to have an army of associates checking the shelves.

• Detects items when removed from surface and transmits data with unique ID No. to the stores back-end system.

Smart Visual Merchandising• Enables couponing.• More information on the

product.• Recommendations on new

product.• Window display made

more convenient.

ST360°- Advantages

By gaining insights into shopper and shelf activity throughout the store, ShoppingTrip360 delivers a paradigm shift in the in-store shopping experience and enables:• Retailers:•To know the total number of shoppers•Their shopping trip paths – store heat maps•Open new checkout counters when lines start forming. •They can also monitor shelf-level inventory of fast moving products withoutusing expensive RFID tags.

ST360°- Advantages

• CPG companies:• Make choices on the right locations in the store to

place their promotional products. • Gain greater visibility on the efficacy of their

promotional spend.Through an analysis of shoppers who interact with a

promotional display or shopper traffic to a particular area and actual purchase.

ST360°- Advantages

• Shoppers: To organize their shopping trip with help of cell phones.

While at the store, they may access their • shopping list, • locate products, • retrieve recipes, and • download coupons, with personalized promotional offers that could be

redeemed electronically.

ST360°- ApplicationsSAB Millers - world’s largest brewers.• Pilots Infosys ShoppingTrip360 for In-Store Shopper

Marketing, Insights and Effectiveness.• Will help SABMiller decide which promotional display

is most effective at promoting their product and which product placement areas result in the greatest sales.

• SABMiller will gain greater visibility into the efficacy of their promotional spend through an analysis of shopper flow, interaction with the products, and finally, actual purchase.

• Romanian supermarket chain, iVET.

Future of Shopping• Smart Cart

Customers can create a shopping list on the Web while they're at home, then load it up on a screen in their shopping cart while at the store.

Radio infrared sensors on the carts track shoppers' patterns in the store and help the store show ads based on the cart's location in the store.

Future of Shopping• Price Optimization

To determine where to set prices, retailers have begun enlisting high-tech software programs that track sales volume, changes in demand, profit margins, and even changes in competitor pricing.

These methods are especially helpful as shoppers rein in spending and become more sensitive to changes in the prices of key items.

Future of Shopping• Loyalty Kiosk The system helps to track

the behavior of returning shoppers.

Kiosks at the front of the store let customers swipe their card as soon as they enter and receive specifically tailored discounts before they start shopping.

Conclusion

• Replacement to item level tagging.• Revenues due to benefits gained by 3 sources – Shoppers/customers– CPG companies– Retailers

• It is still on the progression track.