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Technology is revolutionizing the retail and hospitality industries. Empowered, tech-savvy customers are leading the way, demanding a rapid, personalized, seamless and satisfying experience no matter which channel they choose. At the hub of that multichannel retail experience is the store or physical location.
That means that your associates are more critical than ever in delivering a satisfying experience to your customers. But they need the right technology and tools to do their job in this increasingly competitive marketplace. From RFID, beacons, tablets and devices to digital signage, software and Wi-Fi, these technologies will drastically transform the way your associates work.
In the following pages you will learn how these cutting-edge technologies are just what retail associates require to help them enhance the customer experience in an innovative and cost-effective way.
EMPOWERING the retail associate with ADVANCED TECHNOLOGY
86% of retail executives agree that platforms will be the “glue” that brings organizations together in the digital economy.1
The Opportunities The Technology The Partner1 2 3CHAPTERS
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1CHAPTER
Opportunities abound in this new retail environment, but there are four key areas to develop that can help you gain a competitive edge: enhancing the in-store experience, delivering on the omnichannel experience, offering customer personalization and faster retailing. Integral to the success of these opportunities is the associate and the technology that will help transform the way they work.
IMAGINE the
POSSIBILITIES
Enhance the In-Store ExperienceToday, the in-store experience often begins in another channel, online. The customer may find just the right shirt on the company website, then search for its availability in-store and locate it in a nearby store, then travel to the store to see and try it on. Once they step in the door, however, their experience is transformed. An associate greets them at the door and leads them to a dressing room reserved for them, with their exact size shirt ready to try on.
Sherry finds the perfect shirt online
A dressing room is waiting for her
She locates a nearby store
She drives to the store to try it on
She is greeted by an associate holding the shirt
in her size
Another customer is browsing, but the associate entices them to make a purchase by pointing out a shirt that matches the pants they purchased last week, or a hot new item they know the customer will love based on their preferences and past purchases. They quickly provide in-depth product knowledge or check stock availability through any channel. The associate then helps the customer make the purchase via a mobile device, making this shopping experience simple, seamless, rapid and pleasurable.
Deliver on Omnichannel Expectations Empowering associates to deliver in this omnichannel retail environment requires unified connected experiences and interaction with all systems and channels. It is about collaboration and convergence, a blend of solutions – no longer just mobile point of sale, a mobile app or digital signage, etc.
The omnichannel experience is founded on an interactive relationship that takes place digitally over email, mobile, text, mobile app and web, including social networks. Consistency across these channels is critical. Customers must get the same answer to a question – and quickly – whether they ask it in a store, on the phone, interacting via a web chat session or in an email.
73% of retailers say omnichannel is important to them.2
38% say they are past the beginning stages of their omnichannel journey.2
IT Tools of the TradeThe omnichannel experience requires more visibility into inventory, the supply chain, and vendor and distribution channels to ensure that store associates can deliver the desired product or experience wherever and whenever the customer desires. It is also about applying analytics to utilize data in unique and powerful ways. Imagine an associate knowing when new seasonal merchandise is landing in the store and being able to entice the customer into a sale long before the new merchandise has arrived.
Personalize the ExperiencePersonalizing the in-store experience so that it is uniquely suited to each individual customer has never been more important, or easier. From the moment a customer enters the store, an associate will be able to track their activity and engage them in a personalized way. You’ll know how long they stood in front of a display, if they picked up any items and if so, how long they handled them. The analytics from these observations can then be immediately put into action to trigger a mobile discount offer for the purchase.
The Hub of Omnichannel Success Associates can access a customer’s digital shopping history, point-of-sale information, in-store foot traffic and buying trends to create a more complete view of the customer. They can tap individualized actionable insights so they can drive revenue by uncovering new cross-sell opportunities, capitalize on emerging trends and target customers for new product launches, all while helping the store make inventory planning faster and easier. Personalized messages and advertisements can be triggered on in-store signage or a special mobile notification with a coupon can be sent to their personal mobile device.
A CAUTIONARY NOTE: Many shoppers are concerned about their digital privacy, but most are willing to give retailers access to some of their digital data – as long as they understand what’s being collected, how it’s being used and how it will benefit them. Otherwise, it can become a “creepy” experience.
79% of shoppers like receiving complementary product offers or promotions based on their purchasing history, indicating a desire for more personalized experiences.3
Faster Retailing — Internet of Things (IoT) IoT is about the connection of every aspect of the retail footprint, delivering insight-rich streams of sensor-generated data, unifying every channel from the supply and distribution channels, to the customer contact center and everything in between to rapidly and seamlessly serve the customer, no matter what channel they choose.
To learn more about how technology can support improved customer experiences, read our white paper, “Modernizing Retail Technology.”
The Future Is NowLocation-based beacon technology connects with smartphone-carrying shoppers while they’re in the store. Combined with a custom mobile app, this technology allows associates to push out personalized marketing messages and promotional offers to customers at the right time and in the right place. Stores can track customers’ paths through the aisles, helping associates improve layout and more strategically place merchandise. IoT systems can also help retailers track inventory, reducing the incidence of out-of-stock items in stores – every action taking place in real time.
Greg’s grocery store visit
is enhanced by beacon
technology
That employee pinpoints the
location of the cheese and
restocks the shelf
A custom mobile app sends a
promotional offer for the cheese he
is considering
Greg’s path through the
store is tracked for future
improvement
An employee is notified that
Greg purchased the last block of
cheese
The POS capture inventory updates, then suppliers and
manufacturers are alerted that
inventory reorders are needed
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There is no question that your associates are your greatest assets and the key to satisfied customers. By empowering associates with the technology they need to optimize every customer interaction, you’ll boost customer loyalty and the bottom line.
CHANGE the way your
ASSOCIATES WORK
Mobile DevicesUntethered from the register, networked mobile devices offer associates flexibility in their work. They can process sales and assist customers in ordering out-of-stock items, pull up information on customer preferences, past purchases, shopping patterns and tracking inventory. In the restaurant, mobile devices support servers delivering a seamless experience. They can enter orders tableside, eliminating the time-consuming trip to the wait station. The order is immediately placed, and the meal preparation begins.
Mobile devices also help associates deliver important information to the customer. Perhaps a customer arrives at a home improvement store in search of touch up paint, but is unsure of their living room color. The associate can access the customer’s buying history and instantly they have the answer. Or an associate can greet a newly arriving customer at the door and guide them through a personalized retail experience.
Top 3 benefits of arming store employees with mobile: 4
63% 60%said increased customer satisfaction
said increased upsells and cross-sells
said improved employee morale
67%
With his mPOS system, he easily splits
the checkLuis makes drinks for guests seated
on the patio
Luis completes a seamless
transaction with excellent customer
service
He serves the drinks promptly,
not having to wait in line for a traditional POS
He receives payments from each customer via mobile pay
Mobility and AppsHand-in-hand with mobility are mobile apps. Off-the-shelf, platform and custom apps can be utilized to boost customer engagement, improve service and support collaboration among associates, resulting in a higher level of customer satisfaction.
mPOS SystemsmPOS systems allow associates to complete transactions anywhere – in a store aisle, at a sidewalk restaurant table and even in the line leading to fixed point-of-sales (POS) terminals. In the restaurant environment, splitting the bill among the guests becomes a much simpler task. Shorter wait times, improved customer satisfaction and greater flexibility are the benefits.
CRITICAL APPLICATION CONSIDERATIONSCheck out the four things that can make or break
your app and learn more about how we can help you succeed at CDW.com/RetailMobileApps.
4
Data Capture and Sensors (RFID, Beacon Technologies, Digital Signage)The retail environment is being transformed by sensing technologies, intelligent displays and interactive kiosks. Associates are helped by Wi-Fi and beacons, which track shoppers’ actions as they move through the store. The location data they capture can be used, for example, to activate an LED display as a shopper approaches or lingers nearby. These solutions can collect valuable traffic data to provide insight into how many shoppers visit a store, in-store traffic patterns, and how long they shop. And they can locate, identify and communicate with shoppers’ smartphones.
On its own, digital signage offers important benefits over static print displays. The technology supports dynamic content and messaging that can be updated quickly and displays compelling graphics, animation and video to engage shoppers during their store visit. However, when connected to and triggered by in-store Wi-Fi and beacon services, personalized promotions can be shared with nearby shoppers.
AnalyticsTo connect effectively with customers, retailers first must understand them. That’s where data analytics comes in. Data is collected from mobile apps, in-store systems (RFID, beacons, etc.), point-of-sale systems, associates’ mobile devices, supply chain systems and social media, etc. The data is analyzed and provides associates with real-time insights about customer location and behavior. That information can be utilized to entice a customer as the associate takes advantage of a cross-selling or upselling opportunity or enables a pinpoint marketing activity based on this customer’s preferences to enhance their shopping journey.
Learn how you can deploy advanced technologies in the storefront to help associates enhance the shopping experience in this white paper, “Up to Speed and Into the Future: Modernizing Retail Technology.”
Network Modern retail requires a modern infrastructure to stay connected and collaborative for the IoT and other advanced technology. Retailers must build out a robust IT infrastructure to support the latest technologies, and they must integrate them so they work together seamlessly. A retailer that wants to deploy advanced solutions must shore up its entire network, from the data center out to wireless access points in individual stores where savvy shoppers check product information, competitive pricing, product availability and other relevant details, while in the store shopping.
Storage and Inventory ManagementOrganizations can use these tools to help manage the complete lifecycle of particular assets, track their location to ensure assets are not missing or stolen, and ensure upgrades and system deployments run effectively. Both barcode scanning and RFID are key technologies used to accomplish asset and inventory management. When tied into point-of-sale systems, forecasting models and automation, associates and customers alike can determine where the product is, how it is distributed to locations and customers, track units sold and replenish inventory.
Organizations can use storage and inventory tools to manage the complete lifecycle of particular assets.
The highest percentage of additional in-store budgets include:4
SecurityKeeping customer personal and financial data secure is critical. It requires strong encryption, robust user authentication, vulnerability assessment and employee training. Technologies should be implemented in a way that ensures new and deployed systems work in concert, enabling a seamless flow of data that powers automation and improves the customer experience. A critical security component is the Payment Card Industry Data Security Standard (PCI DSS), which is designed to ensure effective security practices around the handling of cardholder data. Merchants that accept credit or debit card payments must comply with PCI DSS guidelines.
CollaborationIn an omnichannel world, getting communications and collaboration right is essential. If the organization is seamlessly connected across devices and platforms, associates can communicate, collaborate and stay productive anytime, anywhere your company or customers require.
58% for new technology
55% for mobile technology
3CHAPTER
CDW helps retailers approach the new retail evolution and transform exciting new technologies into a tactical advantage. From inventory management and other back-end systems to mobility platforms, storefront technologies and customer experience solutions, CDW provides retailers of all sizes with the integrated solutions and services necessary to attract new shoppers, expand engagement and drive revenue. The retail revolution has started. Don’t get left behind.
TAKE YOUR TECHNOLOGY to the next level with CDW
Getting Down to Business Whether you need help with planning and assessments, configuration services, managed services or a combination of services, CDW’s experts have the experience to tailor a solution that’s just right. Our knowledgeable account managers, solution architects and engineers can support your diverse infrastructure needs to meet evolving retail environment challenges.
We work closely with a wide variety of vendors to bring you the latest retail technologies. We can develop and deploy a robust, secure, PCI-compliant IT infrastructure — the backbone for innovation, efficiency and future-ready competitiveness.
Boosting the Dining Experience with Powerful ITCustomers also have new expectations for the eating/drinking establishments industry, and an omnichannel technology experience is at the core:5
• 79% of diners agree that restaurant technology improves their guest experience
• 57% of guests order from a restaurant’s website online
• 68% of diners agree that server handled tablets improve their guest experience
Restaurant operators are finding technology is an advantage. Four in five restaurant operators agree that restaurant technology can help increase sales, make their restaurant more productive and give their restaurant a competitive edge.6
Technology is transforming the dining experience. However, delivering a top-notch technology experience to every customer, every time requires reliable and efficient IT infrastructure.
Check out this case study, “Sports Bar to Destination: Creating the Ultimate Customer Experience,” to learn how CDW helped this national restaurant chain orchestrate a next-generation systems network for their locations.
Planning and assessments
Configuration services
Managed services
A combination of services
+
Learn more about how CDW’s dedicated Retail team can help you address complex IT challenges by orchestrating customizable retail solutions featuring products from the industry’s leading technology partners.
Give us a call at 866.490.3044 or visit CDW.com/retail to learn more.
Samsung’s high-brightness outdoor and in-window displays reach beyond the glass to attract people’s attention on the street. Ready to work around the clock, Samsung’s outdoor displays empower you to always present a dynamic and vibrant message.
MKT17380 | ©2017 CDW Corporation
Sources:1accenture.com, “People First in Digital Retail: Accenture Technology Vision for Retail 2016,” 2016; 2forbes.com, “Customers Like to Research Online but Make Big Purchases in Stores, Says New Retailer Study,” May 2016; 3salesforce.com, “Connected Shoppers Report: Insights into the Expectations of Today’s Empowered Shoppers,” 2016; 4retailtouchpoints.com, “Optimizing the Store Experience to Build the Brand,” 2016; 5pos.toasttab.com, “Restaurant Technology in 2016: Dining Edition,” 2016; 6pos.toasttab.com, “50 Restaurant Industry Statistics for Restaurant Owners in 2016,” October 2016
HP enables retail organizations with the tools they need to empower their employees with the broadest portfolio of in-store solutions from traditional point of sale to mobile. HP has what you need to personalize the experience and keep your customers coming back.
Bring your mobile users up to speed quickly and efficiently with the latest in touch, tablet and mobile operating systems. Lenovo delivers today’s technology across a wide spectrum of innovative tablet, laptop and convertible PC designs.
TECHNOLOGY
