NFC Applications For Retailer - Mobile Prosumer Mobile and Sales Assistant
-
Upload
florian-resatsch -
Category
Business
-
view
4.898 -
download
1
description
Transcript of NFC Applications For Retailer - Mobile Prosumer Mobile and Sales Assistant
NFC applications in retailEmpowering the consumer since 2006
/ 2
Structure
Epilog
This presentations shows two applications we developed conceptually and to some extent also technically in the years from early 2006 to 2007. Take it as a source for your ideas.
The “Mobile Prosumer” is a mobile phone application for additional product information at the point of sale.
The “Mobile Sales Assistant” is a mobile phone application for sales assistants to quickly discover actual stock situations.
The Mobile Prosumer was conceptually driven by Stephan Karpischek and Florian Resatsch. Recently we conducted a focus group with TNS Infratest to test consumer responses to such concepts. In case you are interested in the results, pls contact Florian Resatsch.
Structure
The complete team
Project LeadStephan Karpischek - Strategy, Technology, ResearchFlorian Resatsch - Strategy, Business Development, Research
Research AssociatesDaniel Michelis – ResearchUwe Sandner – Research
StudentsBin Ge - MarketingStephan Hamacher - Strategy, Business, Project ManagementAnne Hoepfner - BusinessJan Michael Ihl - DesignMiriam Kallischnigg - BusinessJohannes Scholl - Technology, Design (Mobile Prosumer LOGO)
ConsultancyMark Butler - Cultural Scientist and VisionnairePeter Stulz - 3D Graphics
/ 4
Structure
Mobile Prosumer Structure
1. Problem2. The Mobile Prosumer3. Value Proposition4. Core of the application5. Exemplary use cases6. Market research 7. Supply chain tag benefits8. Technical overview
/ 5
Structure
Problem
Most available information
about products is
separate from them.
/ 6
Structure
Problem
(Bildquelle: www.trendwatching.com, 2006)
• For the customer• The consumer relies upon the sales assistant at the point of sale to
access relevant information concerning the product
• Independent decision making is difficult based on this information source
• This increases the customers subjective feeling of insecurity.
• Lack of time
• Lack of influence on the product development (feedback channel)
/ 7
Structure
Problem
(Bildquelle: www.trendwatching.com, 2006)
• For the retailer• The customers subjective feeling of insecurity leads to fewer spontaneous
purchases, and less customer loyalty.
• Consumer behaviour at the point of sale is difficult to measure (e.g. overlooked target group)
• There is no further information on a specific product and no communication channel for additional benefits
• The customer becomes more aware and more critical
/ 8
Structure
The Mobile Prosumer
• Display of relevant product information on the mobile phone.
• Modular and personalised information service at the point of sale
• Real-time monitoring of consumer behaviour
• Feedback channel producer and Retailer (CRM)
solution:
/ 9
Structure
Value Proposition
Value Proposition for the consumer • The Mobile Prosumer enables the buyer to recall relevant information at the
point of sale
Value Proposition for the retailer• The Mobile Prosumer enables the retailer to provide the customer with
information at the point of sale
/ 10
Structure
Core of the application
Service
Local data
3rd partyContent Sources
Easy interaction
Community Sources
Producer
Distributor
Retailer
Store (ERP)
Supply chaininformation
EPCIS
NFC taggedproduct
Feedback Channel
DB
Usageinfo
/ 11
Structure
Exemplary Use Case: LOHAS (Products)
Lookup
aggregation
modular
Content resources
personalization
personal profile
User preferences:regional productNo E726no cholesterolethical productionVegetarian
lookup
/ 12
Structure
no geneticly modified food nutfree
no cholesterolfair trade
suitable for vegans
product features :
no geneticly modified food nutfree no cholesterolfair tradesuitable for vegans
preferences:
Positive LookupUser preferences match with the features of the
product
probable: positive purches decision!
Exemplary Use Case: LOHAS
/ 13
Structure
Market research
Detailed basket of commodities
More accurate tracking of target group
Matching of preferences with product features
Ideal feedback channel for high quality research.
Precise product identification without media break
Structure
Supply Chain to Consumer: Tag Benefits
SerialisedGlobal TradeItem Number
(SGTIN)
Supplier Distributor Store Customer
Global ReturnableAsset Identification
(GRAI)
Serial Shipping
Container Code(SSCC)
Mobile inventory
taking
Shelf management
POScheck-out
Theftprotection
Everydayassistance
Realtimeinformation
services
Neutralinformation
sources
Pallets: Object monitoring
& counting
Shipping containers: Object monitoring& counting
Item Level
Information
Information
800/900 MHz - ? 13,56 MHz
A lot ofinformation can be
gathered
/ 15
Structure
Technical Overview / Underlying Magic
• SOA – Service Oriented Architecture• EPC / EPCIS – Electronic Product Code / Electronic Product Code
Information Service • ONS – Object Naming Service
• NFC – Near Field Communication
Structure
BUT: more important open questions!
Exemplary: Tag placement for users?
(Source: www.bayerische-papierverbaende.de)
Structure
Self-checkout?
(Source: http://en.wikipedia.org/wiki/Image:Wal-Mart_Self_Checkout.jpg)
Structure
Mobile Sales Assistant (MSA) Information at the Point of Sale
/ 19
Structure
Scenario at the Point of Sale
“Do you have these
jeans in size 28?”
Scenario
“Please wait here, i have to check..”
/ 20
Structure
Problems
• customer has to wait - even more frustrating if the wanted product finally isn’t available
h
• salesperson loses contact with the customer - who might leave the shop.
g
• checking for right size/color takes a lot of cost-intensive staff-time
/ 21
Structure
Solution: Mobile Sales Assistant
stockinformation
ServerApplication/ EPCIS
ERP system /stock of inventory
1 jeans„Prada“Size 28availablein store1 / 5x
salespersonsearching for the right size
EPC transfer
NFC tagged jeans
/ 22
Structure
MSA Benefits
• salesperson can stay with the customer h
• increased sales through information in the moment of customer service
h
• less staff for sales needed h
• can be used for cross-selling advice and for advertising h
• system relatively easy to implementg
• EPCIS integration possible
/ 23
Structure
Every great advance in science has issued from a new audacity of imagination. John Dewey
kpi - Stephan Karpischek - Internet TechnologistInternet Technologist, Software and Business Developer
Florian Resatsch - Researcher, Entrepreneur