The document discusses the opportunity for retailers to provide Wi-Fi access to customers. It notes that customers want constant mobile access while shopping and expect free Wi-Fi. Providing Wi-Fi can transform customer engagement and allow targeted messaging. The ZapFi platform is introduced as a solution that provides a high performance network connected to a marketing platform allowing customer listening, understanding, and engagement. Key features of ZapFi include light-touch infrastructure, high performance customer Wi-Fi, and an intelligent marketing platform.

1. WI-FI ON THE HIGH STREET
Giving customers what they want & building a
platform for mobile customer engagement

2. SG-Retail: Wi-Fi for Retail & Leisure
1. The Wi-Fi
Opportunity
2. Introducing ZapFi
3. Find out More
4. Introducing SG-Retail

3. THE OPPORTUNITY:
WI-FI ON THE HIGH STREET

4. Customers want constant mobile access
• Customers want to stay connected via social
media, email and apps and informed,
researching products and services as part of
the shopping and leisure experience.
• They wish to do so via a free to use Wi-Fi service, that provides a
quick and reliable connection, whilst freeing them from concerns
about data limits.
• Expectations (and investment) are greatest at locations with:
 Larger sites
 Leisure activity
 Longer dwell times
 Higher priced products / services
 Social element
 Premium or “here to help” positioning

5. More than a customer convenience
• Providing a customer convenience is only the most passive use of a
guest Wi-Fi solution though.
• Used proactively by retailers, it can transform customer service and
engagement, bringing digital content instore, integrating with
multichannel offers and sending targeted messages and more.
• Retailers believe it will contribute in an increasing number of ways
over the next five years.

6. Helping staff and generating revenue too
• In addition to the direct customer interactions, Wi-Fi can also be used
to improve the ease and efficiency of many staff operations.
– Queue bust with payment via tablets
– Store score cards and store review surveys
– Online training facilities
– Stocktaking with wireless devices
– Wireless label printing Revenue Generation
Wi-Fi’s ability, with the
right platform, to deliver
relevant messages to
appropriate customers at
targeted locations or
times, can also create
significant supplier
partnership opportunities.

7. Companies are increasingly investing in Wi-Fi
• As a result of such opportunities, across sectors, UK organisations
have been announcing Wi-Fi projects or trials …
Sector Example
Department stores John Lewis, Debenhams
Shopping centres / parks Value Retail
Supermarkets Tesco, ASDA
High street / specialist Reiss, WHSmith, Game, Maplin, Wilko’s
Banks Barclays
Hair salons Toni & Guy
• In a trend that is only set
to continue, as wireless
solutions become a
mainstream offering.

8. Introducing ZapFi:
Wi-Fi platform details

9. ZapFi: powerful infrastructure connected to a
sophisticated marketing and insight platform
• ZapFi, supported by SG-Retail, offer a solution that differentiates
itself by the:
- High performance of its
infrastructure
- Sophistication of its
analytical and customer
engagement capabilities.

10. Listen to, understand and engage with multi-
channel customers
• We can install a secure wireless network, powerful enough to support both
customer and corporate projects, that is then connected to our unique
central platform (ZapCentre).
• This intelligent, marketing platform has been designed specifically for the
modern retail environment and allows companies to listen to, understand
and engage with their multi-channel customers.
• Launched initially in Europe, their
clients include banks such as
Belfius and BNP Paribas, retailers
such as C&A, TOTAL, Quick,
Delhaize, CORA shopping centres,
as well as bars, colleges and
football grounds.

11. ZapFi gives retailers control, flexibility and
insight
• The ZapFi solution differs from many offers, by giving retailers
the:
Control To brand and shape the digital experience in
their stores
Flexibility To deliver targeted messages throughout the
surfing experience
Insight Into customers’ on and offline behaviours to
optimise that access
• As well as the versatility to deliver new staff and corporate
Wi-Fi services.

12. Better performance for customers, companies
and suppliers
• The platform:
– Satisfies customers’ demands for a premium and secure service
– Optimises the channel for marketing and CRM purposes
– Creates targeted, relevant access to consumers that boosts acceptance
and monetization opportunities.
http://youtu.be/p1acjPjvLT4 http://youtu.be/44oeaYRJgAc

13. 3 key features to the ZapFi technology
Benefit Characteristics
Light Touch - Plug and play simplicity
Infrastructure - Powerful hardware means fewer access points.
- Just 1 or 2 items to connect and cover average convenience
store.
- Quicker and cheaper installation
- Less store disruption.
- Up to 3 SSID’s mean only one solution needed for staff,
corporate and customer needs
High Performance - High performance Wi-Fi
Customer Wi-Fi - Capable of handling heavy use from a large number of
concurrent users
- Fully secure (trusted by two European banking chains for
their Wi-Fi provision)
- Filtered content
Intelligent Marketing - Control to brand and shape the digital experience of
Platform customers
- Branded landing page and ability to serve messages
throughout customer visit.

14. Plug-and-Play simplicity

15. Fully managed and no interference to existing
infrastructure

16. Secure Wi-Fi for customers and the provider

17. Gain new insight into your customers’ branch
behaviour
• ZapFi, via its intelligent marketing platform, can also
provide a full insight into both the on and offline
behaviours of your customers.
ONLINE OFFLINE
What sites? Where are customers going online? Understand:
• Who is coming into which branches?
What role in How much of the online behaviours are
related to the shopping or leisure mission?
• When?
the target
Are they using your services for information • For how long?
activity?
or entertainment, or looking at competitor
sites? If so, which ones?
The central platform also allows insight
into the offline behaviours of visitors. As
Role of Social How much social media activity is there?
long as they have previously registered,
Media even if they do not log in, their
And which sites do certain customer
segments tend to favour? movements can be recorded by the Wi-Fi
platform.

18. An unparalleled overview of your customers
• Combining the online and offline Wi-fi insights can help organisations
without a loyalty scheme to extend its insight and CRM.
• For customers that do use a loyalty scheme, the insights from the off
and online Wi-fi information, combined with existing information
provides an unparalleled, multichannel, overview of customer
behaviour.

19. Insight to engagement: Branded messaging,
tailored by segment, can be placed throughout
• Branded, dynamic, landing page: Use the insights
to tailor the branded landing page according to
customer segments, store characteristics and
more, providing relevant and targeted messages
or offers.
• Videos and Dynamic Adverts: Messaging can
continue during surfing including short video
pieces or dynamic adverts alongside the viewed
content.

20. Insight and engagement – supplier partnership
opportunities
• Advertiser Offers: The insight created by the Wi-Fi system,
integrated with existing CRM information and combined with ZapFi’s
ability to deliver targeted messages at any stage of a customers Wi-Fi
use, creates a powerful promotional tool for suppliers.
• Monetization Potential: Steve Gray of SG-Retail has an unparalleled
expertise in the monetization of customer insight and access, having
led supplier projects as part of the Tesco Clubcard, Boots, Carrefour
and Kroger loyalty schemes. If required, SG-Retail will explore the
opportunities and evaluate the revenue generating potential.

21. Next Steps:
Find out more

22. Please get in touch to find out more
• If you would like to explore the opportunities of Wi-Fi for your store
further, please get in touch.
– By Email: matt.willcocks@sg-retail.co.uk
– By Phone: 0208 643 1537 / 07906 905 537
– SG-Retail Website: www.sg-retail.co.uk

23. Introducing SG-Retail

24. SG-Retail was founded by Steve Gray
extensive expertise in data, analytics, insight, loyalty, CRM &
retail solutions
Company Role Sector Proposition key clients
Focus
Previously Managing Director Retail Consulting & Tesco, Kroger
Director Fmcg Analytics P&G, Nestle, Coca Cola, Unilever etc
Services BA/Air Miles, Vodafone, BT
CEO & Chairman Retail Consulting & Carrefour, Metro, Morrisons, Waitrose,
Fmcg Analytics Boots, DSG, British Gas, BA/Air Miles,
Services Pizza Express, BP
CEO & Chairman Retail Mobile CRM Sephora, Total, Go Outdoors, Decathlon
P&G, Nestle, Arla
Currently Senior Adviser All Consulting Many of world’s leading companies
Founder & Retail Consulting, Poundland, Pets at Home, ZapFi,
owner Consumer Analytics, Sephora, Camelot, Avios
Services Solutions
NED Fmcg Consulting, Nestle, Unilever, Britvic, BAT, Diageo,
Agency, Energizer, Nintendo, EA Games
Outsourcing

25. “Customer engagement” creates value, commitment
and advocacy
What is “customer Understanding and interacting with new and existing customers,
engagement ? in order to earn and grow their lifetime value, commitment and
advocacy
Value how much customers spend, how frequently they visit
Commitment how they spend across all channels, and share of spend
Advocacy what customers say
Value Commitment Advocacy

26. 4 key building blocks
1 2 3 4
“Customer
Centricity” Organisation
Multi Activation
Alignment
Channel Data, Solutions
Philosophy, &
Analytics & Innovation
Purpose, Insight
Insight Content
Goals, Capability
Management Partnering
Strategy & Development Value
Measures Commitment
Advocacy

27. Our 4 core propositions
Service Topics
Consulting - “Customer Centric” strategy
- Organisation alignment & change
- People, process & capability building
- Data monetisation
Insight & - Analytics / “Big Data”
Analytics - Segmentation
- Multi-channel “SCV”
- Consumer Research
- Social media
Data Services - MasterCard Services
- Integration & 3rd party data
- Data monetisation
Solutions - Mobile/Wi-Fi
- CRM / Loyalty
- Vouchers/Couponing
- Database management
- Customer KPI delivery & reporting
- Data monetisation

28. We have worked with many of the world’s
leading retailers
Retail UK Retail International Other
Tesco Kroger Avios (British Airways
Sainsburys Woolworths Air Miles)
Asda Australia British Gas
Morrisons Metro Homeserve
Waitrose Carrefour SSE
Boots Dm PAYBACK
DSG Axfoods Nokia
BP Sephora BskyB
Total Kesko Pizza Express
Sainsburys at Jacksons Nectar
Decathlon
Go Outdoors
Poundland
Pets at Home

29. How can SG-Retail help with Wi-Fi?
• Creating the business case for Wi-Fi
– Costs / benefits / ROI
– Aligning the organisation
• Leverage data, insight and customer engagement opportunities
– Who’s shopping, when and where
– What are they researching & buying ?
– How can I reward and incentivise spend and visit frequency ?
– How can I improve commitment and advocacy ?
• Partnership with ZapFi
• Tailored solutions that optimise mobile engagement
– Mobile CRM; loyalty & digital vouchers
– Mobile payments