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#AnalyticsInStore

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#AnalyticsInStore

Panelists MODERATOR:DebbieHaussEditor-in-Chief,RetailTouchPoints

Ashees SinhaPracticeArchitect,[email protected]

JoeHniloVicePresident,SoftwareBusinessFujitsuAmerica,[email protected]

Ashees SinhaPractice Architect, Cisco SystemsAugust 9, 2016

Digitization of Customer Experience

throughCisco Connected Mobile Experiences

(CMX)

6© 2016 Cisco and/or its affiliates. All rights reserved.

A Mobile World

1Cisco® Visual Networking Index (VNI) Report

Mobile Devices Increase to Over 10 billion by 20181

Organizations Looking toMonetize Wi-Fi

Wi-Fi as a Platform to Deliver Services


What if You Could…?

§ Send location and dwell-time notifications?

§ Offer personalized promotions?

§ Access customer analytics?

§ Show maps with featured attractions?

§ Deliver personalized third-party advertising?

§ List nearby amenities?

§ Reduce wait times, improve traffic flow?

§ Provide gate directions?

§ Deliver third-party advertising ?

§ Offer way-finding patient apps?

§ Simplify onboarding?

§ List nearby services?

§ Improve safety and security?

§ Provide intuitive campus maps?

§ Enhance tours and stadium experiences?

Retail EducationHealthcareTravelHospitality

Consumers StudentsPatientsPassengersGuests


90%

Of shoppers use their phones while in store**

96%of shoppers prefer to shop in

locations with free Wi-Fi*

71%Of shoppers say their device has become more important in their

instore experience

Shoppers Rely on Mobile Devices While Shopping

“Shoppers want to stay connected while they’re here, which makes mobile access the key.”


What it Brings to Your BusinessCustomer Engagement and Insights

25% of Customers Buy on Their Mobile Device While in Store

Lift in conversion

Extends digital investments into the store

New source of shopping insights

Test store layouts and fixtures with more precision

Cater to preferences of various demographics

Increase effectiveness of associates

Increase customer loyalty

“Knowing our customers is key to being able to engage and inspire them...Understanding their behaviour in the store is key to our multichannel leadership strategy.”


Companies that make extensive use of customer analytics• 126% profit improvement• 23X more likely to outperform

competitors in new customer acquisitions

• 21X more likely to migrate customers to profitable segments

Customer Insight drives Customer Experience

86% of Consumers Will Pay More For a Better Customer Experience

CashierCashier

Dressing Rooms

Jewelry

Junior's

Formal W

earShoes

Empl

oyee

Onl

y

Men's Boy’s Girl’s

Women's

Suite

s Belts

Cosmetics

Sleepwear

Swim Wear

Bedd

ing

Kitc

hen

Seas

onal

Low TrafficLow Product

Demand

Overcrowding

No Shoppers, change display?

Shoppers not reaching interior

High Traffic, Need more Associates


Capabilities: Traffic Quantification

Hyper Awareness

Informed Decision Making

▪ Understand shopper behaviors

▪ Connecting silo’d customer data sources

▪ Insight into who did and did not make a purchase during visit

▪ Identify highest value customers

Business Challenge

▪ Traffic Quantification

▪ Tailored Brand-Specific Guest Wi-Fi Experiences

▪ Comprehensive Conversion Capture

▪ Labor Optimization

▪ Loss Prevention

Business Capability Enabled

▪ Greater understanding of shoppers desires and needs

▪ Deliver differentiated and relevant engagements

▪ Provide relevant and world class experiences each visit

▪ Personalized attention for high value customers

Business Outcome

Fast Execution


Use Case: Way Finder

▪ Create more compelling shopping experiences

▪ Differentiate between regular shoppers and loyal/preferred

▪ Deliver relevant ads based on known customer preferences

▪ Avoid lines for check-out

Business Challenge

▪ Enable customers to navigate within the mall

▪ Integrate location and big data analytics

▪ Drive loyalty with location-based capabilities

▪ Insert targeted ads onto guest’s mobile app


▪ Convert regular shoppers to preferred loyal shoppers

▪ increase revenue with relevant promotions

Business Outcome


Use Case: Location Based Pushed Notifications

Connect Welcome Promotion Analytics

▪ Understand shopper needs and likes

▪ Reward loyal shoppers without overwhelming them

▪ Deliver real time promotions

▪ Stock stores to customer preferences

Business Challenge

▪ Deliver personalized in-store shopping experiences

▪ Provide relevant information that helps make the purchase decision

▪ Insert targeted ads onto retail app (where the shopper is using one)


▪ Increase revenue throughreal-time deal notifications and brand promotions

▪ Adapt to drive customer loyalty

▪ Build strong customer relationships with differentiated, valuable engagement

Business Outcome


Enhancing the Customer Experience Through Analytics

Phase 1: Wi-Fi Only Phase 2: Wi-Fi, POS Phase 3: Wi-Fi, POS, CRM, Social

PresenceDetection

Aisle Traffic Flow

Department Traffic FlowPresence

Detection

Fixture Dwell Time

DepartmentDwell Time

Dept Path Analysis

Associated Device Traffic

AssociateEngagement

QueueManagement

CustomerDemographics

SocialEngagement

Store Layout

Heat Maps

Zone Analysis

Loss Prevention

Dwell Conversion

Department Conversion

OmniChannelExperience

Customer LoyaltyShowrooming

Customer Intimacy/Personalization

Busi

ness

Impa

ct

HIGH

LOW

Detailed TrafficConversion

E-commerce

31 © 2015 FUJITSU

Connect. Challenge. Inspire.

FUJITSURetail Solution Engagement Analytics

Joe HniloVP, Software BusinessFujitsu AmericaAugust 9, 2016

32 © 2015 FUJITSU

Fujitsu in Retail – at a glance

Revenue

$1.6b

Solutions

Retail R&D/Innovation

>$20m

Years

50

Global Retail Strategic Team Partnerships

8,000

Countries

53Analytics

Omni-channel Self ServiceICT Services

Customers

>500

Copyright Fujitsu 2016

33 © 2015 FUJITSU

Who we work with

EMEA Japan & Asia Americas

Oceania


34 © 2015 FUJITSU

Retail Engagement Analytics

Transforming Retail Operations and Shopping Experience in the Store

35 © 2015 FUJITSU

Online shopping analytics is very mature…

36 © 2015 FUJITSU

…in-store analytics is far behind

37 © 2015 FUJITSU

Stores account for 90% of transactions.

38 © 2015 FUJITSU

Fujitsu Retail Engagement Analytics

q Fujitsu Retail Engagement Analytics provides retailers with an effective solution for understanding and analyzing shopper behavior while they are present in the store:

§ Collect and aggregate live customer location data§ Combine location data with sales data to provide actionable

insights§ In-store traffic monitoring and alerting for better store

operations§ Patented Automated Flow Discovery to visualize traffic flows§ Visualized analytics insights - dashboard/heat maps/flow

maps § Secure cloud hosting with global reach§ Strategic partnership with Cisco


39 © 2015 FUJITSU

Core Benefits for Retailers

We can track key customer behavior in the store…

Number of people by store & zones

Peak time in store/zone

New compared to repeat visitors

Common traffic patterns

Where people spend time

So retailers can…

Optimize floor layouts vs hot spots

Optimize # checkouts & location

Understand visit patterns

Manage in-store congestion proactively

Optimize staff allocation and scheduling


40 © 2015 FUJITSU

Turn Analytical Insights Into Action via BPM

Time of day

Threshold

Cus

tom

er C

ount

n Real time monitoring of customer traffic and staff allocationn Alert store manager and staff to initiate pre-emptive action

Visualization: Location ofStore Staff, customers and behaviors

Predicted customerarrival rate

Pre-emptive Alert to Shift Supervisor

Reactive Alert to Store Manager

Actual customerarrivals

Store Traffic MapCall out

Stocking Break

Cashier

Supervisor


41 © 2015 FUJITSU

Key Differentiatorsq Turn analytics insights into actions with Business Process Management

(BPM) capabilities.

q Capture and correlate live customer location data with the PoS data to deliver actionable insights.

q Visualize traffic flow for detailed shopper path analysis using Fujitsu patented Automated Flow Discovery technology.

q Superior processing speed and scale leveraging advanced data processing technology, which is 500x faster than traditional databases.

q Secure cloud hosting with global reach on Fujitsu’s own secure private cloud S5, delivered via our global network of data centers.

q Complete, end-to-end solution delivered by Fujitsu


42 © 2015 FUJITSU

Passers-by5,000

Visitors2,437

Engaged2,013

Purchases564

Sales$14,091

Traditional Approach

REA - Store Performance Impact

Passers-by5,000

Visitors2,437

Engaged2,037

Purchases591

Actionable Intelligence with REA

1%

5%

Sales$14,771 5%

44 © 2015 FUJITSU

Leading Fashion Clothing Retailer

q A multinational retail-clothing company, known for its fashion clothing for men, women, teenagers and children

q Fujitsu gathered and analyzed location and sales data including the period of a store-wide promotion


45 © 2015 FUJITSU

0100020003000400050006000700080009000

Repeat CustomersNew Customer

Customer Visits - New vs. Repeat

Key Finding Potential ActionLoyal customers consist nearly half of the total traffic Loyalty program to reward repeat customers

Traffic drops significantly on March 19-20 Examine the cause of traffic drop

* This data is representative data


46 © 2015 FUJITSU

Customer Traffic by Department by Week

0

5000

10000

15000

20000

25000

Shoes Ladies Home Kids Cosmetics

Week1Week2Week3Week4

Key Finding Potential ActionTraffic to cosmetic department almost doubled during week 4 Examine and analyse the promotion effectiveness during

week 4 at cosmetics department

* This data is representative dataCopyright Fujitsu 2016

47 © 2015 FUJITSU

Sales Conversion/Dwell Time by ZoneKey Finding Potential Action

Men’s department has the low dwell time but high conversion rateLadies department has the long dwell time but low conversion rate Examine the reason behind this and design corresponding

strategy to boost the conversion rate at Ladies department


Short dwell time & high conversion rate

Problem Focus:Long dwell time & low conversionrate


48 © 2015 FUJITSU

Traffic Density Across the Store

Key Finding Potential Action“Hot spots” across the store layout Allocate more staff resources to the right spot at right time



49 © 2015 FUJITSU

Key Findingsq Identified most prominent routes taken by customers

§ Majority Visitors to one dept.- Floor plan optimization§ Signage to encourage department visits

q Quantified the effectiveness of promotions§ Marketing effectiveness

q Developed actionable intelligence for departments where conversion rate was low

q Identified relationship between staff allocation and conversion § Staffing Optimization

q Identified most effective time periods to run promotions


#AnalyticsInStore

Q&A|Panelists MODERATOR:DebbieHaussEditor-in-Chief,RetailTouchPoints

Ashees SinhaPracticeArchitect,[email protected]

JoeHniloVicePresident,SoftwareBusinessFujitsuAmerica,[email protected]

#AnalyticsInStore

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