Check out this Boston Retail Partners (BRP) Personalized Retail Workshop Recap from the 2014 Retail Technology Conference. The recap summarizes the dynamic discussion on the technologies and strategies to achieving real-time, personalized retailing! Images of the discussions were captured by an on-site digital artist. This is really cool!

1. Personalization:
Relevant Retailing
Retail Technology Conference
Workshop Recap
April 10, 2014

2. ©2014
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Retail
Partners.
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Table of Contents
The Evolution of Retail Technology 3
Why Real-Time Retail? 4
Real-Time Retail Platform 5
Industry Trends 6
Chat Rooms
Customer Identification – How 7
Customer Identification – Why 8
MAC Address 9
Personas 10
Virtual Closet 11
Interactive Receipts 12
Events 13
Geolocation 14
Additional Opportunities 15
Additional Concerns 16
Wrap-Up 17
About BRP 18
Boston Retail Partners conducted the Personalization: Relevant Retailing
workshop at the Retail Technology Conference in Orlando on April 10, 2014.
The workshop brought together more than 40 retailers for a discussion on
personalizing the customer experience. This document is a recap of the
workshop discussions.
2

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The Evolution of Retail Technology
How did we get here?
The evolution of retail technology
has taken more than 100 years and
evolved to where we are today
because of a lack of technology 45
years ago! Networks were not
evolved – they were unreliable,
slow and expensive – so a
decentralized store technology
model was created. Networks can
now support a centralized model to
enable real-time retail and
personalize the customer
experience.
Banking in the 90stransformed itselfthrough networks –ATMs were born.Now it is the retailindustry’s turn…advanced networks willcompletely transformretail as we know it!
3

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Why Real-Time Retail?
Today, the customer is
the new focus in the
retail systems
universe… we should be
selling to the next
generation of customers
with new technology and
not be handicapped by
the past.
The Customer is the Center of the Universe
4

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Real-Time Retail Platform
Most retailers have begunthe process of integratingthe components needed toenable customers to findthe product they wantinstantly. And retailers candeliver it in a seamless,safe and integratedsolution…. leveraging real-time analytics….leveraginga real-time rules engine.
Real-time Retail Makes it Possible
5

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Industry Trends
28%$
16%$
3%$
62%$
63%$
72%$
0%$ 20%$ 40%$ 60%$ 80%$ 100%$
Use$Mobile$Marke6ng$
Have$Real<6me$Retail$from$POS$
Iden6fy$Customers$Walking$in$Store$
Today$ Plan$in$5$Yrs$
More than 20%
of retailers plan
to offer
personalized
promotions in
next 2 years.
The Time is Now to Personalize
the Shopping Experience
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Customer Identification - How
Disney wristband –
traffic tracking and
adjusting experience
accordingly
7

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Customer Identification - Why
Privacy versus Benefit –
you’re not going to get
customer information
without delivering
something meaningful
and relevant
Empower
customers and
associates
Opt-in or
invisible
Personalized real-
time
recommendations
and offers
8

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MAC Address
“A media access control address (MAC address) is a unique identifier
assigned to network interfaces for communications on the physical
network segment.”
Answer: There can be
multiple MAC
addresses per
customer – a new MAC
address is recognized
when she opts-in
again.
Question: What
happens when
someone
upgrades their
phone?
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Personas
“Create personas, or example users, as tools to represent the needs,
desires, skills and environment of one or more classes of real users.”
Pairing the best
associate with
customers
coming through
the door
Matching
employees to
customers
based on fit
and specialty
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Virtual Closet
“A Virtual Closet is a deconstructed online view of EVERYTHING you
own.”
Retargeting – using past
behavior to make
recommendations
(What’s in your closet?)
11

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Interactive Receipts
“A digital receipt that builds your brand, engages your customers and
transforms your business with valuable analytical insights.”
Receipts – associate
with fashion icons that
validate the purchase
decision
Useful/actionable
receipts (embed
URL or QR code
for how-to video)
12

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Events
13
Dynamic
promotions driven
by events
(weather, holidays,
natural disasters,
etc.)

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Geolocation
“…the identification of the real-world geographic location of an object,
such as a mobile phone, tablet or an Internet-connected computer
terminal.”
Heatmaps allow us to
understand how a
customer moves through
the store to better manage
planograms and improve
merchandising decisions
Tracking within
the store, hot and
cold spots
(planogramming)
14
Proactive
promotions
triggered by
customers’
proximity to store

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Additional Opportunities
• Guided selling
• Leverage clienteling for consultative personal selling
• Turn “C” associates into “A” associates
• Mobile
• “…16% lift in sales from mobile experience in store
could lead to 50% guest satisfaction increase”
• Mobile payments – skip checkout
• Give time back to the customer; give recipe up front to
streamline grocery shopping experience and eliminate
multiple trips
• Entertain the kids with technology, so parents can shop
• 100% personalization – paymentless checkout based on
knowing who the customer is, and that they’re good for it
• Social media integration
• Quiz customer and deliver recommendations; fun customer
engagement
• Wi-Fi – utilize for personalization, leverage what’s already in
place; in use at Tesco
• Retargeting – leveraging physical information for targeted
commerce ads
• Real-time merchandising; real-time video
15

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Additional Concerns
• Privacy
• How much is too much information?
• With customer data comes a responsibility in how the
data is managed and utilized; example of store
knowing a teen is pregnant before the parents based
on purchase history
• Security extends beyond the credit card to include all
customer data (It is not just PCI but also PII)
• Retailer mobile apps might not always be compelling enough
to install and use
• Offers need to be quick and convenient – can’t make it
longer to collect discount than it’s worth
• Legislation
• What about when legislation catches up with
technology (privacy/protection)
• Stronger privacy laws in California and Europe
• Expensive alternatives; can’t do it all, so need a sound
strategy around what will produce results and the best
customer experience
16

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Wrap-up
17
Real-time retail changes everything and puts the customer at the
center of the universe, which means retailers need to sell to the next
generation of customers, not just today’s customer.
We are at a strategic inflection point where the network is taking
center stage. The network enables an integrated world where
consumers drive self-checkout on their smart phone, interact with
their friends in real-time on purchase decisions and receive discounts
and personalized pricing as they are shopping to create a cohesive
customer experience. Your brand is unique and your customer
experience should be tailored to your brand and the needs of your
customer.

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About BRP
18
§ Retail experts with retail backgrounds
§ Built with unique professional profile
u Managed by industry-recognized leaders
u Recruit experienced retail professionals with process, technology
and operations skills
u Recognized expertise in all facets of strategy, selection and
deployment of Point of Sale, CRM/Loyalty, Customer Engagement,
Order Management, Merchandising and Supply Chain solutions
§ Trusted advisors of acknowledged industry leaders
" No exclusive partnerships or alliances with software or hardware
providers
Ken Morris
Principal
Boston Retail Partners
617.880.9355
kmorris@bostonretailpartners.com
www.bostonretailpartners.com
u Chanel
u TJ Maxx
u Family Dollar
u ABC Fine Wine & Spirits
u Sports Authority
u Estee Lauder
u Tire & Battery Corp
u Brooks Brothers
u Michaels Stores