Ryan uses Tablet computers to help him sell bedding!

A DEMONSTRATION JOURNEYSHOWCASING USE OF INTEGRATEDDIGITAL SIGNAGE IN RETAILZ&Y is a FTSE 100 retailer with around 1000 outlets nationwide, and a developing operation in non-UK territories.

Z&Y have embarked on a major upgrade of their in-store merchandising and new channel marketing strategies.

They plan to maximise the use of new technologies such as Digital Signage, and integrate them fully into a multi-channel digital estate which enhances their image and grows their sales and market share.

These demonstration journeys, told from the perspective of both Z&Y personnel and Z&Y customers, explain how Instoremedia helps them achieve this.

INSM UK LimitedDunley Hill Court, Ranmore, Surrey, RH5 6SX. Tel: +44 (0) 203 3973900 | E-mail: [email protected]

USER JOURNEY 2 – RYANRyan is a male part time shop assistant at Z&Y’s flagship outlet in Chester. Ryan is in his late teens and is studying for his A-Levels at 6th form college. Ryan views his position at Z&Y as temporary. He is not highly trained, and will probably leave his job at the outlet when he goes to university. Ryan wants to give customers good information about Z&Y products. Ryan understands good information helps him achieve departmental sales targets. This demonstration journey shows how integrated Instoremedia technology helps Ryan to sell products he is unfamiliar with, and how customers use the same technology themselves to make purchases.

Ryan works part time in the bedding department, but he doesn’t know much about bedding.

Ryan also finds most of the customers who approach him don’t know much about bedding either.

Ryan wants to give the customers good advice and to hit the department sales targets.

Introducing Ryan


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BEDDING

Ryan has the use of several iPads controlled by Instoremedia in the bedding department.

These guide the customer through a selection process, in which the features and benefits required from the bedding are selected, and the options best fitting those are presented at the end of the process.

The iPads can be used by prospective customers themselves, or Ryan can use them as a sales aid.


BEDDING

SORRYSOLD OUT

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The content used on the iPads has been co-developed with similar content used by Z&Y in the bedding section of their online store. This saves Z&Y additional creative costs.

The content features a warm attractor loop which clearly invites interaction by the customer.

The content has been integrated with the in-store EPOS system, so if an item is out of stock, the customer can order it for home delivery while in the store, or buy a suggested alternative. This helps to minimise lost sales opportunities.


ALTERNATIVE OPTIONS

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BEDDING

BEDSIDE LAMPS

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MATTRESSES


Once a product has been selected, the iPads also suggest accessories or other merchandise to the customer which could be of use. This maximises cross-sales.

When a customer is happy with the products they have selected using the iPads, they can add it to their shopping trolley on the Z&Y app.

They can then pay for the products using the Z&Y app and pick them up when they leave the outlet. These sales are credited to the correct outlet.

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Customers trust the information that the iPads give them. Being able to touch and feel the items they select prior to purchase is a big advantage over using a similar selection process on the internet.

The option to pay with the Z&Y app also enhances customers’ shopping experience by reducing the time they spend in a check out queue. This gives them more time to browse the rest of the outlet, and encourages them to come back and shop at the outlet again.

When an item is out of stock, the iPads will always suggest an alternative, similar product, or allow the customer to order for home delivery. This minimises lost sales opportunities.

Structured and reliable cross selling through the iPads also means cross sales are maximised, and co-developing content for use on both screens and online minimises Z&Y’s creative costs.

Ryan is happy using the screens. He feels confident he can assist customers using them, and close a sale in most cases. He even finds himself using the screens at quiet times himself, and quickly gains knowledge in an area he knew little about. The iPads quickly become Ryan’s primary sales aid.

At the end of the quarter, sales in the bedding department are also up, and Ryan gets paid a bonus. This makes him even more happy!

Software

Ryan uses Tablet computers to help him sell bedding!