Ibm, Motorola And Modiv Media; Solutions For Retail
1. Solutions for retail
IBM, Motorola and Modiv Media
Personal Shopping Support: Putting the
point of sale in your customers’ hands
Making your best customers better
Today’s technology-savvy consum-
ers understand the role mobility and
wireless applications play in their
lives. From the pay-at-the-pump
gasoline stations to ATMs, to cell
phones and PDAs, mobile and wire-
less are accepted, pervasive and
have almost become universally
expected. As witnessed by the ever-
increasing volume of e-commerce,
consumers have proven that they
enjoy the convenience of self-directed
shopping, without the inconvenience
of queuing at the cash register.
Highlights However, for grocery chains, home
improvement and big box retailers,
■ Drives higher sales and loyalty ■ Adds efficiencies to marketing or any other retailer whose clientele
through adoption of mobile, processes by communicating would prefer to personally inspect the
customer-facing technology directly to customers on product, mobile and wireless solu-
the sales floor with targeted tions have not been exploited to their
■ Improves shopping experience messages and promotions fullest potential.
by tailoring offers to individ-
ual customers ■ Guides customers and Most of those same retailers con-
creates upsell and cross- tinue to seek competitive advantage
■ Increases revenue by seven sell opportunities through personal connections
to 14 percent with the consumer. Loyalty cards
and similar customer-facing pro-
■ Reduces checkout time grams have helped retailers identify
while increasing throughput their best consumers and catalogue
their tendencies and preferences.
2. Many chains can now analyze As the shopper progresses through By pushing information about man-
customer behavior and push targeted the store, scanning and bagging ufacturer promotions directly to the
coupons and promotions to shop- each item for purchase, the solution shopper, retailers can potentially
pers at checkout – all in an effort to pushes special offers, suggestions increase their share of manufacturers’
drive greater customer loyalty through and promotions to the handheld incentives. Or, if desired, the scanner
ongoing interaction and transactions. self-scanner. Accurate running totals can send prompts regarding com-
Retailers reward their frequent shop- are available during the shopping peting products that the consumer
pers through incentive programs, experience. At the end of the shop- might be interested in – such as one
such as offering specific items for ping trip, the self-scanner is cradled, brand of ice cream versus another –
free after attaining a certain level of and the shopper pays and exits. so that the shopper can take advan-
purchases within a given time period. No long queue at checkout, no wait tage of a sale-priced item. Also, if a
for information, and customers have customer scans an item that needs
In our ever-evolving mobile and wire- been presented with the best deals batteries the scanner can suggest
less world, a realistic next step would applicable to them as individuals. the best deal on batteries in the store.
be to leverage those technologies, In a world where the term “win-win” This drives significant potential for
as well as the customer information is applied all too frequently, this solu- upselling and cross-selling.
retailers have already gathered, to tion truly offers benefits to both the
more closely connect with the most shopper and the retailer. Through the use of this solution,
desirable consumers. That next step retailers can directly impact cus-
is here today – with the IBM, Motorola Personal Shopping Support – empowering tomers’ purchases at the point of
and Modiv Media Personal Shopping consumers while reducing costs the buying decision. Retailers can
Support (PSS) solution. This solution In the eyes of the customer, this PSS drive specific, relevant and timely
helps you maintain a constant, per- solution is a quantum leap forward offers to customers while the custom-
sonalized dialogue with consumers in terms of convenience. When the ers are moving through the aisles.
in your store, and do so in a manner customer is in a particular aisle and
perceived as unobtrusive, helpful scanning a product, the solution can Another benefit for retailers is to keep
and empowering. send prompts to the self-scanner track of how your customers are
to suggest complementary items in navigating your store, tracking your
The concept is simple and compel- close proximity. Additionally, the PSS carts as they move throughout the
ling. A shopper enters your store, solution can suggest items, based store. This feature can be an invalu-
swipes his or her loyalty card and on the customer’s history, which are able source of data for future store
checks out a wireless mobile com- currently offered at reduced prices. planning, as it will enable a view of
puter designed for consumer self- how your store is working as a whole,
scanning. The solution immediately providing quantifiable insight into
identifies the shopper and his or the way consumers actually move
her preferences. through the store.
3. Personal Shopping Support solution: The path to ROI
Primary value driver Operational value drivers
Primary value driver Operational value drivers
Increased basket size
Increased revenues Increased frequency
New revenue source
Hard benefits
Reduced labor cost
Reduced front-end cost
Improved margin
Reduced obsolescence
Increased throughput
Low stock visibility
Promotion execution/plan
Soft benefits Improved efficiency
Leverage existing technology
Data analysis/insights
Completing the sale painlessly In addition to saving space, retailers best-of-breed solution from leading
By scanning in the aisles, shoppers can reduce labor costs by sharply industry suppliers. Motorola, a
bag the purchases as they place reducing the number of cashiers global IBM alliance partner, is the
them in the cart, rather than bagging necessary at checkout. world leader in retail scanning
at checkout. This offers your custom- devices, mobile computing and
ers a significant time savings. The IBM, Motorola and Modiv Media wireless infrastructure, and provides
Personal Shopping Support solution the Motorola MC17 retail mobile
When they have finished shopping, All of these benefits are delivered computer as the self-scanner. This
the customer scans an end-of-order via this highly flexible, collaborative self-scanner is easily programmable
barcode and then proceeds to check- solution from enterprise mobility and simple-to-use, with a durable
out for payment. Since bagging has solutions provider Motorola, retail scanning trigger, built-in audio
already taken place, retailers can use solutions provider Modiv Media and speaker and a 2.8-inch graphic color
small kiosks as pay stations, instead IBM as systems integrator. This three- display screen. Motorola also pro-
of a larger self-checkout footprint. way collaboration enables retail- vides the device management toolset.
ers to implement a fully integrated,
