1. © 2013 AirTight Networks, Inc. All rights reserved. 1
#SMAC
What is it?
How can it help you?
Devin Akin
Chief Evangelist
AirTight Networks
Devin@AirTightNetworks.com
@AirTight
@DevinAkin
http://blog.airtightnetworks.com/

2. © 2013 AirTight Networks, Inc. All rights reserved. 2
Devin “Devinator” Akin
Chief Evangelist at AirTight Networks
• @DevinAkin
• Devin@AirTightNetworks.com
2001 - 2009 2009 - 2013
2013 - Present

3. © 2013 AirTight Networks, Inc. All rights reserved.
What is #SMAC ?

4. © 2013 AirTight Networks, Inc. All rights reserved.
What is #SMAC ?
SOCIAL
MOBILE
ANALYTICS
CLOUD

5. © 2013 AirTight Networks, Inc. All rights reserved.
S is for SOCIAL …
@retailweek
@DevinAkin
@AirTight
Let’s talk #SMAC
http://www.slideshare.net/airtight/

6. © 2013 AirTight Networks, Inc. All rights reserved.
#SMAC Session Objectives
6
§ Understand how to make the most of retail
#SMAC
§ Explore how to foster IT and Marketing
collaboration opportunities
§ Leverage customer and social analytics to
create a better customer experience
• Listen, Measure, Learn, Engage
§ Discuss how to monetise #SMAC via case
studies

7. © 2013 AirTight Networks, Inc. All rights reserved. 7

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#BYOD added to Oxford
dictionary, buzz.mw/biivc_f
Will #SMAC be next?

10. © 2013 AirTight Networks, Inc. All rights reserved.
Malcom Frank &
Geoffrey A Moore
10
§ Don’t Get SMACked: How
Social, Mobile, Analytics
and Cloud Technologies
are Reshaping the
Enterprise
By Malcom Frank, EVP Strategy &
Marketing at Cognizant
§ When it comes to sussing
out the future of enterprise
IT, you gotta talk SMAC
By Geoffrey A. Moore

11. © 2013 AirTight Networks, Inc. All rights reserved. 11
#SMAC Services Will Transform
Your Business
Evaluate Your Technology Investments…
http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf

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13. © 2013 AirTight Networks, Inc. All rights reserved.
Gartner #SMAC is the “Nexus of Forces”
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§ Convergence of
social, mobile,
information
(analytics), and
cloud will
transform
business and IT

14. © 2013 AirTight Networks, Inc. All rights reserved. 14
Disrupting Old Business Models…
Revolutionize Biz & Society…
Creating New Leaders…
http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf

15. © 2013 AirTight Networks, Inc. All rights reserved.
Jeff Roster
Jeff.Roster@Gartner.com
15

16. © 2013 AirTight Networks, Inc. All rights reserved. 16
At the heart of the #SMAC
model is relentless focus on
the customer experience
http://blog.airtightnetworks.com/evaluating-a-wi-fi-solutions-provider-make-sure-they-talk-smac/#sthash.HHi7Ghsk.dpuf

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commerce

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e-commerce

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commerce-e

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“The sooner we drop the ‘e’ out of
‘e-commerce’ and just call it
commerce, the better.” – Bob Willett
Best of the Retail Executive Summit 2013 by Joe Skorupa via @RISnewsinsights

21. © 2013 AirTight Networks, Inc. All rights reserved. 21
commerce

22. © 2013 AirTight Networks, Inc. All rights reserved.
Who wants to be a retail fossil?
http://www.retailprophet.com/uncategorized/is-it-time-to-let-jcpenney-die/
Doug Stephens, Retail Futurist @RetailProphet

23. © 2013 AirTight Networks, Inc. All rights reserved. 23
Forward thinking retailers
will transform, not just
evolve, their business models
– Doug Stephens

24. © 2013 AirTight Networks, Inc. All rights reserved.
Jeff Roster
Jeff.Roster@Gartner.com
24

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The winners will have a
“whole-person”
understanding of each
customer.
- Leslie Hand, IDC
IDC Retail Insights: Retail industry 2013 Top 10 Predictions, #GR1238956

26. © 2013 AirTight Networks, Inc. All rights reserved. 26
#SMAC calls for
SILO Busting

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CCO, CXO, & CMT?

28. © 2013 AirTight Networks, Inc. All rights reserved.
The New Power Broker
28

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By 2017 the marketing arm of businesses
will control more of the IT spend than IT
organizations at those companies.
- Gartner

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CMOs and CIOs Can Accomplish
the Extraordinary Together
Laura McLellan, Gartner for Marketing Leaders
laura.mclellan@gartner.com http://blogs.gartner.com/laura-mclellan/

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#SMAC Collaboration =
Customer Advocacy

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1) MOBILE

35. © 2013 AirTight Networks, Inc. All rights reserved.
Human Connection and Service
35

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BUSINESS DRIVERS
q Pinkcard customer loyalty program and mobile app
q Improve customer experience
q Increase in repeat customer visits
SUCCESS FOR PINKBERRY
q Success of the Pinkcard program beyond expectations
q Swift rollout of secure Wi-Fi across 170+ stores worldwide
q No need to add any IT staff
q Built-in automated security & simplified PCI compliance
Increase Customer Engagement
Exceeded 3 month adoption goal in first month!
http://www.airtightnetworks.com/fileadmin/pdf/case_study/Pinkberry-Case-Study.pdf

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BUSINESS DRIVERS
q Lower cost and reduced support burden of Wi-Fi
q Reliable, secure, in-store Wi-Fi for guests
SUCCESS FOR NOODLES
q “3-in-1” Wi-Fi solution delivered significant cost savings
q 4 person IT support team could manage 300+ restaurants
q Built-in WIPS and reporting automated PCI compliance
Lower Costs, Reduce IT Support Load
http://www.airtightnetworks.com/fileadmin/pdf/case_study/Noodles-and-Company-Case-Study.pdf

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BUSINESS DRIVERS
q Reliable, secure, in-store Wi-Fi to improve employee work experience
q Maintain Level-1 PCI compliance
SUCCESS FOR GARDEN FRESH
q Store managers and district officers can work from anywhere in the store
q Automated wireless security, reporting, & PCI compliance across 130+ locations
q Web-based training for employees during work hours
Improve Employee Productivity
http://www.airtightnetworks.com/fileadmin/pdf/case_study/Garden-Fresh-Restaurant-Casestudy.pdf

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2) CLOUD

40. © 2013 AirTight Networks, Inc. All rights reserved.
Yum! Brands: Case Study
AirTight Wi-Fi being rolled out across 17,000+
locations across North America

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BUSINESS DRIVERS
q Wi-Fi Internet access for guests
q PCI compliance and reporting across brand families and geographic territories
SUCCESS FOR Yum! BRANDS
q Minimal IT staff required to operate and maintain the Wi-Fi infrastructure
q Pure OPEX play, avoiding any CAPEX charges
q Plug-n-play rollout to thousands of distributed QSRs
q Special features to accommodate their QSR in-and-out model (e.g. surfing thresholds)
http://www.airtightnetworks.com/fileadmin/pdf/case_study/Garden-Fresh-Restaurant-Casestudy.pdf
Yum! Brands: Case Study

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3) SOCIAL

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§ http://www.marketingprofs.com/charts/2013/10758/average-value-of-a-facebook-brand-fan-increases-28
http://www.marketingprofs.com/charts/2013/10758/average-value-of-a-facebook-brand-fan-increases-28
Extra worth from social reference & earned
media in the form of an endorsement!

45. © 2013 AirTight Networks, Inc. All rights reserved. 45
SECURITY, PRIVACY &
OPT-in (not OPT-out )

46. © 2013 AirTight Networks, Inc. All rights reserved.
Buyers are willing to share
personal information …
§ 35% of online
buyers are willing
to share personal
information in
return for
targeted offers,
such as
promotional
coupons.
• Harvard Business Review, Mobile
Shopping's Data Goldmine – June 2013

47. © 2013 AirTight Networks, Inc. All rights reserved.
What consumers want is a personalized in-
store experience that not only mirrors the
experience they get with online shopping…
… but is seamlessly integrated with
their online and offline shopping habits,
preferences, and history.
According to a 2013 IBM
Retail Study …
Source: From Transactions to Relationships: connecting with a transitioning shopper
– Sample size: 25,000, 18 countries

48. © 2013 AirTight Networks, Inc. All rights reserved.
20 minutes for most …
“the majority of
shoppers were willing
to contribute 20
minutes on average to
help a retailer better
understand their
desires in order to
provide them with
more meaningful
offers based on their
past purchases.”
Source: From Transactions to Relationships: connecting with a transitioning shopper
– Sample size: 25,000, 18 countries

49. © 2013 AirTight Networks, Inc. All rights reserved.
26 minutes for Millennials …
§ Insights into
Millennial Shopping
Behavior Patterns
includes 3 videos
about millennial
shopping myths

50. Accenture found that the majority of respondents believe
that integrating in-store, online, and mobile is the #1 thing
that retailers can do to improve the shopping experience.
-- April 2013, Sample size = 6000, 8 countries

51. © 2013 AirTight Networks, Inc. All rights reserved.

52. The New Moon Race:
Personalization and
Community
-- Doug Stephens @RetailProphe
http://blog.airtightnetworks.com/book-review-the-retail-revival-re-imagining-business-for-the-new-age-of-consumerism

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4) ANALYTICS

55. © 2013 AirTight Networks, Inc. All rights reserved.
AirTight Social Wi-Fi™ Workflow
55
1. Custom branded captive portal 2. Customers turn loyal promoters 3. Engage your customers

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Social Offers and the
Weather Forecast?

57. © 2013 AirTight Networks, Inc. All rights reserved.
Cloud-based Social Wi-Fi and Analytics:
Where The Clicks Meet the Bricks
57

58. © 2013 AirTight Networks, Inc. All rights reserved.
AirTight’s Social Wi-Fi & Analytics
58

59. © 2013 AirTight Networks, Inc. All rights reserved.
AirTight Analytics for Business Intelligence
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§ Presence Analytics
• Total Foot Traffic
• Capture Rate Visitor Traffic
• Dwell Time (or Visit Duration)
§ Loyalty Analytics
• Repeat Visitors
• Visit Frequency
• Visit Recency
§ Engagement Analytics
• Conversion and Bounce Rates
• Social Wi-Fi Demographics
• Social Wi-Fi Visitor Logs
§ Wi-Fi Usage Analytics
• Device Types
• Data Traffic
• Session Duration
§ Intra-day or times of the day
§ Daily, weekly, monthly trends
§ Specific store or across selected stores
§ Raw data (to generate custom reports)
How We Can Report
What We Can Measure

60. © 2013 AirTight Networks, Inc. All rights reserved.
Sample Presence Analytics
60
No.ofvisitorsNo.ofvisitors
Dwell Time
Total Foot Traffic

61. © 2013 AirTight Networks, Inc. All rights reserved.
Sample Presence Analytics
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Unique Visitors by Location
Distribution of No. of Visits

62. © 2013 AirTight Networks, Inc. All rights reserved.
Social Analytics for Opt-in Customers
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63. © 2013 AirTight Networks, Inc. All rights reserved.
Identity Analytics for Opt-in Customers
63

64. © 2013 AirTight Networks, Inc. All rights reserved.
Retail #SMAC = Empowering All Stakeholders
Employee Training Floor Efficiency Customer Analytics
Better Customer Service Social Consumer EngagementCustomer Loyalty Rewards

65. Put the #SMAC down,
and reach for the stars.
@DevinAkin

66. #SMAC Q&A