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RS 36 RS February - March 2013 review NRF Avery Dennison is seeing a major shift in the way RFID technology can impact the shopper experience. As adoption continues to grow, with major implementations by JC Penney, Macy’s, Marks & Spencer and others, it is important for retailers to understand the full impact RFID can have on their business. On the second day of the NRF expo Avery Dennison hosted a panel of RFID experts on the topic “RFID – What’s Next?” to discuss how retailers can take their RFID implementations to the next level. The standing room only session provided apparel retailers with information about how item-level RFID can enhance the customer experience by improving inventory accuracy for omni-channel and mobile clienteling applications, supply chain visibility, mark-down optimisation and loss prevention. This year’s NRF also saw the announcement that Tesco has chosen Microsoft Office 365 for its companywide collaboration and social platform. The grocery giant is committed to deploying Office 365 to its employees working at the company’s headquarters, in the field and in stores,across all its locations in Europe and Asia. “We want to put technology in the hands of all of our colleagues, whether in the store, distribution center or office, so that they can create value for our customers,” said Mike McNamara, chief information officer, Tesco. “We see Office 365 as an important solution to help us continue to meet that goal.” Office 365 enables a search functionality that quickly delivers access to experts, information and tools to help employees do their job, and it allows people to work more effectively together, regardless of geographic location. It also permits information to flow in a way that supports efficient decision-making by bringing relevant information directly to the user. Stay connected One of the challenges businesses face when they experience global growth is that it becomes difficult for staff to work together as a team, share knowledge, find the right person or answer, and consume increasingly unstructured information without feeling overwhelmed and disconnected from the organisation as a whole. “Office 365 will serve as the portal for all Tesco employees, suppliers and colleagues, encouraging a cultural shift to more flexible ways of working,” observed McNamara. “This will allow our colleaguesto engage with each other and deliver a great shopping experience on any channel, as well as encouraging colleagues to share, re-use, and reward ideas and expertise.” Tesco also sought to put in place an internal collaboration platform that was more than just a repository for documents. Instead, the company wanted to find better ways of communicating ideas and news to its multinational workforce. “Office 365 will enable us to be a fully connected organisation that works closely together, proactively shares knowledge, motivates loyalty and retention of employees, and encourages better working practices to ensure that we create value for customers,” added McNamara. And, as part of its effort to simplify and modernise technology solutions, jcpenney announced it is also rollingout Microsoft Office 365 to team members throughout the company.With Office 365 as its communication and enterprise social platform, the company aims to improve customer service and increase information-sharing between team members through the ease and accessibility of the cloud. “In selecting a cloud solution, we were looking for a partner who would support our goal of becoming America’s favorite store,” explained Kristen Blum, chief technology officer, jcpenney. “And when we realised that we could improve customer service even more by providing cloud-based collaboration tools to increase communication between team members, it was easy to choose Microsoft and Office 365.” As well as their big customer announcements, Microsoft also revealed the latest release of Microsoft Dynamics for Retail with new capabilities and next-generation innovation to help retailers deliver a complete shopping experience through end-to-end, search-based e-commerce; next-generation point of sale (PoS); and a true omni-channel commerce engine. “Consumers have increased options for how and when they shop,” noted Tracy Issel, general manager, Worldwide Retail Sector, Microsoft. “To stay competitive, retailers must put customers at the heart of their businesses and seek new ways to deliver the most value, revenue and loyalty. Microsoft Corp. gives retailers the tools and technology needed to fully implement a customer-centric strategy across the enterprise by increasing efficiency, empowering employees, taking advantage of consumer insights and optimising operations. “With our position as a consumer goods company and a retailer, we are uniquely able to help retailers create a connected shopping experience for their customers across multiple channels and touch points, whether it’s at home, in the store or on the go.” FaceCake Marketing Technologies, Inc. previewed its revolutionary augmented retail Try-On technologies in Microsoft’s booth. Utilising cutting-edge technology, FaceCake Augmented Retail provides an immersive Try-On shopping platform that brings FaceCake debuted Swivel Close-Up at NRF
It’s all about a more personalised experience retailers face-to-face with customers wherever they are. Swivel Virtual Dressing Room gives them product Try-On capabilities beyond the normal limits. Try-On rich media banners engage them from their computers and our mobile solutions engage them from their phones. With FaceCake’s interactive virtual Try- On, real-time product recommendations and detailed consumer metrics, building sales with targeted marketing takes on a whole new reality. Debuting at Retail’s BIG Show 2013 was the new Swivel Close- Up by FaceCake, which provides consumers the opportunity to try on cosmetics and accessories within a two-foot environment – literally mirroring the in-store experience, but better. Swivel Close-Up will drive shopper interest and interaction, converting browsers into buyers. Sitecore, a leading web content management and customer experience management software company, participated in this year’s NRF. At Microsoft booth 1005, Sitecore and partner Avanade will demonstrate software solutionsto help marketers deliver personal, seamless and differentiated customer experiences. Sitecore helps marketers deliver a connected experience across web, email, social and mobile interaction points, to increase conversions and build customer loyalty. In addition, Sitecore presented how Windows 8 can play an active role in starting and continuing the customer conversation and providing a deeper understanding of the customer journey. Windows 8 provides marketers a canvas for Sitecore’sCustomer Experience Management software and its native mobile data connection to interact with customers with relevant and immediate content and context. “Being able to quickly and efficiently manage and optimise multi-channel customer experiences is critical for our customers to drive better customer engagement and increase profitability,” said Justin Calvo, global director, digital marketing, Avanade. “By partnering with Sitecore, we’re able to offer large enterprises a simple, unified approach to digital marketing and customer experience management across a number of industries, including retail, hospitality and travel.” NRF review Brand visibility VisibleBrands announced that it has developed a Windows 8, Wi-Fi meshretail app for tablets that quickly indexes product SKUs, precise location data (store, aisle, section, shelf) and to include weight, dimensions, warnings, ingredients and facing images for every item scanned on the retail shelf. The MOD®Mapapp, which represents a collaboration between VisibleBrands and Microsoft Corp developers with input from HP and supermarkets, was released at the expo. “In much the same way that Google indexes the virtual worldto support search based advertisingwithbrowsers,” says Timothy Morton, president of VisibleBrands. “MODMap indexes shelf products in the real world so that we can serve digital offers and measure brand engagement with shoppers at a moment of decision location, where for example, someone might be trying to decide between Post Raisin Bran and FiberOne Raisin Bran Clusters.” Unlike other printed, online or mobile phone coupons, VisibleBrands-enabled coupons require no clipping, no downloading, no mobile phone, and no registration or opt-in. People shop as usual and with a single touch of an in-aisle screen can accept a digital offer. The offer is ‘clipped to cart’ using location-based, wireless and cloud technologies and the savings are credited automatically at checkout. And Motorola Solutions, Inc., a provider of mission-critical communication solutions and services for enterprise and government customers, announced that it would expand its enterprise mobile computing portfolio to include devices built on the Microsoft Windows Embedded 8 Handheld platform. This expansion brings Windows Phone 8 technologies to enterprise customers, providing an innovative addition to Motorola’s portfolio of devices built on the Windows Mobile and Windows Embedded Handheld 6.5 platforms and enhancing Motorola’s future solutions. Girish Rishi, senior vice president, Enterprise Solutions, Motorola Solutions, said: “Together with Microsoft, Motorola Solutions will deliver specialised, durable, enterprise mobile devices for line-of-business applications across the retail supply chain from manufacturing to the retail store floor. “We have worked closely with Microsoft since the release of Windows CE 1.0 in 1996 and have shipped millions of devices on Microsoft’s Windows Mobile and Windows CE operating systems. Our future direction includes the Microsoft Windows Embedded 8 Handheld platform.” More than 27,600 retail professionals from around the world gathered to find solutions, network with their peers and move the retail industry forward, making this year’s show the largest Retail’s BIG Show in the event’s 102-year history. RS February - March 2013 RS 37
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