SMAC _ Can It Maximise Staff and Customer Engagement? RWTS

© 2013 AirTight Networks, Inc. All rights reserved. 1
#SMAC - Can It
Maximise Staff and
Customer
Engagement?
Devin Akin
Chief Evangelist
AirTight Networks
Devin@AirTightNetworks.com
@AirTight
@DevinAkin
http://blog.airtightnetworks.com/

Devin “Devinator” Akin
Chief Evangelist at AirTight Networks
• @DevinAkin
• Devin@AirTightNetworks.com
2001 - 2009 2009 - 2013
2013 - Present

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

#SMAC Session Objectives
5
 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, Learn, Engage
 Discuss how to monetise #SMAC via case
studies

7
#BYOD added to Oxford
dictionary, buzz.mw/biivc_f
Will #SMAC be next?

What is #SMAC ?

What is #SMAC ?
SOCIAL
MOBILE
ANALYTICS
CLOUD

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

#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

Gartner #SMAC is the “Nexus of Forces”
13
 Convergence of
social, mobile,
information
(analytics), and
cloud will
transform
business and IT

Disrupting Old Business Models…
Revolutionize Biz & Society…
Creating New Leaders…

Jeff Roster
Jeff.Roster@Gartner.com
15

At the heart of the #SMAC
model is relentless focus on
the customer experience

commerce

e-commerce

commerce-e

“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

commerce

Who wants to be a retail fossil?
http://www.retailprophet.com/uncategorized/is-it-time-to-let-jcpenney-die/
Doug Stephens, Retail Futurist @RetailProphet

Forward thinking retailers
will transform, not just
evolve, their business models
– Doug Stephens

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

#SMAC calls for
SILO Busting

The New Power Broker
27

28
By 2017 the marketing arm of businesses
will control more of the IT spend than IT
organizations at those companies.
- Gartner

29
CMOs and CIOs Can Accomplish
the Extraordinary Together
Laura McLellan, Gartner for Marketing Leaders
laura.mclellan@gartner.com http://blogs.gartner.com/laura-mclellan/

30
#SMAC Collaboration =
Customer Advocacy

http://www.tripadvisortripbarometer.com/download/Infographic/TripBarometer%20-%20USA.pdf

Human Connection and Service
36

BUSINESS DRIVERS
 Pinkcard customer loyalty program and mobile app
 Improve customer experience
 Increase in repeat customer visits
SUCCESS FOR PINKBERRY
 Success of the Pinkcard program beyond expectations
 Swift rollout of secure Wi-Fi across 170+ stores worldwide
 No need to add any IT staff
 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

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

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

Yum! Brands: Case Study
AirTight Wi-Fi being rolled out across 17,000+
locations across North America

 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

SECURITY, PRIVACY &
OPT-in

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

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 on-
and offline shopping habits, preferences and
history.
According to the recent
IBM Retail Study …
Source: From Transactions to Relationships: connecting with a transitioning shopper
– Sample size: 25,000

20 minutes …
“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

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

26 minutes …
 Insights into
Millennial Shopping
Behavior Patterns
includes 3 videos
about millennial
shopping myths

SECURITY, PRIVACY &
OPT-in ( not OPT-out )

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

AirTight Social Wi-Fi™ Workflow
56
1. Custom branded captive portal 2. Customers turn loyal promoters 3. Engage your customers

Social Offers and the
Weather Forecast ?

Social Wi-Fi and Analytics :
Where The Clicks Meet the Bricks
58

AirTight Social Wi-Fi and Analytics
59

AirTight Analytics for Business Intelligence
60
 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

Sample Presence Analytics
61
No.
of
visitors
No.
of
visitors
Dwell Time
Total Foot Traffic

Sample Presence Analytics
62
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Unique Visitors by Location
Distribution of No. of Visits

Social Analytics for Opt-in Customers
63

Identity Analytics for Opt-in Customers
64

Retail #SMAC = Empowering All Stakeholders
Employee Training Floor Efficiency Customer Analytics
Better Customer Service Social Consumer Engagement
Customer Loyalty Rewards

1
2
3
4

#SMAC Session Objectives
67
 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
 Discuss how to monetise your #SMAC

Get your #SMAC on,
reach for the stars
@DevinAkin

Additional #SMAC
Info

Panda Express – Gourmet Chinese

AirTight Wi-Fi / PCI Marquee Customers
72
Retail
Dining
Hospitality

Trusted by Thousands of Customers Worldwide
73
Government Transportation
Telco Manufacturing Technology
Healthcare
Retail
Services
Financial Hospitality

Location, Location, Location
74
 |Especially compelling is Stephen’s argument that the
future of retail shouldn’t be thought of in polarizing terms
of online or brick-and-mortar worlds but rather at the
intersection of where the current or future customer
is. Opportunity rewards retailers who respond with
contextually compelling offers – when and where – the
customer most wants them.
 - See more at: http://blog.airtightnetworks.com/book-
review-the-retail-revival-re-imagining-business-for-the-
new-age-of-consumerism/#sthash.rvNBYRtx.dpuf

risnews.edgl.com/special-reports-guides/mobility-in-retail-special-report88189

Five-I shoppers
76
 IDC describes this modern group of
consumers as the value-savvy
1. Instrumented with mobile devices,
2. Informed with access to the Internet on their
devices,
3. Interconnected in social communities,
4. In-place always in stores or wherever else the
shoppers might be, and
5. Immediate in their ability to take action.
 Source: IDC Retail Insights: Retail industry 2013 Top 10 Predictions, #GR1238956
http://blog.airtightnetworks.com/book-review-the-retail-revival-re-imagining-business-for-the-new-age-of-consumerism/#sthash.rvNBYRtx.dpuf

Decision Power and Budget
• Gartner predicts that by 2017 the
marketing arm of businesses will control
more of the IT spend than IT
organizations at those companies.
• Jeff Roster, research vice president at
market researcher Gartner feels that the
number of stores companies operate
could sway that a bit for the retail sector,
but the percentage of tech spending
designated for analytics in 2013 suggests
that the landscape is changing.

http://risnews.edgl.com/retail-research/23rd-
annual-retail-technology-study85551

SMAC _ Can It Maximise Staff and Customer Engagement? RWTS

SMAC _ Can It Maximise Staff and Customer Engagement? RWTS

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