WI-FI ON THE HIGH STREET

Giving customers what they want & building a

platform for mobile customer engagement

SG-Retail: Wi-Fi for Retail & Leisure

1. The Wi-Fi Opportunity

2. Introducing ZapFi

3. Find out More

4. Introducing SG-Retail

THE OPPORTUNITY:

WI-FI ON THE HIGH STREET

Customers want constant mobile access

• Customers want to stay connected via social media, email and apps and informed, researching products and services as part of the shopping and leisure experience.

• They wish to do so via a free to use Wi-Fi service, that provides a quick and reliable connection, whilst freeing them from concerns about data limits.

• Expectations (and investment) are greatest at locations with:

Larger sites Leisure activity Longer dwell times Higher priced products / services Social element Premium or “here to help” positioning

More than a customer convenience

• Providing a customer convenience is only the most passive use of a guest Wi-Fi solution though.

• Used proactively by retailers, it can transform customer service and engagement, bringing digital content instore, integrating with multichannel offers and sending targeted messages and more.

• Retailers believe it will contribute in an increasing number of ways over the next five years.

Helping staff and generating revenue too

• In addition to the direct customer interactions, Wi-Fi can also be used to improve the ease and efficiency of many staff operations.

– Queue bust with payment via tablets

– Store score cards and store review surveys

– Online training facilities

– Stocktaking with wireless devices

– Wireless label printing Revenue Generation Wi-Fi’s ability, with the right platform, to deliver relevant messages to appropriate customers at targeted locations or times, can also create significant supplier partnership opportunities.

Companies are increasingly investing in Wi-Fi

• In a trend that is only set to continue, as wireless solutions become a mainstream offering.

Sector Example

Department stores John Lewis, Debenhams

Shopping centres / parks Value Retail

Supermarkets Tesco, ASDA

High street / specialist Reiss, WHSmith, Game, Maplin, Wilko’s

Banks Barclays

Hair salons Toni & Guy

• As a result of such opportunities, across sectors, UK organisations have been announcing Wi-Fi projects or trials …

Introducing ZapFi:

Wi-Fi platform details

ZapFi: powerful infrastructure connected to a

sophisticated marketing and insight platform

• ZapFi, supported by SG-Retail, offer a solution that differentiates itself by the:

- High performance of its infrastructure

- Sophistication of its analytical and customer engagement capabilities.

Listen to, understand and engage with multi-

channel customers

• We can install a secure wireless network, powerful enough to support both customer and corporate projects, that is then connected to our unique central platform (ZapCentre).

• This intelligent, marketing platform has been designed specifically for the modern retail environment and allows companies to listen to, understand and engage with their multi-channel customers.

• Launched initially in Europe, their clients include banks such as Belfius and BNP Paribas, retailers such as C&A, TOTAL, Quick, Delhaize, CORA shopping centres, as well as bars, colleges and football grounds.

ZapFi gives retailers control, flexibility and

insight

Control To brand and shape the digital experience in their stores

Flexibility To deliver targeted messages throughout the surfing experience

Insight Into customers’ on and offline behaviours to optimise that access

• The ZapFi solution differs from many offers, by giving retailers the:

• As well as the versatility to deliver new staff and corporate Wi-Fi services.

Better performance for customers, companies

and suppliers

• The platform:

– Satisfies customers’ demands for a premium and secure service

– Optimises the channel for marketing and CRM purposes

– Creates targeted, relevant access to consumers that boosts acceptance and monetization opportunities.

http://youtu.be/p1acjPjvLT4 http://youtu.be/44oeaYRJgAc

3 key features to the ZapFi technology

Benefit Characteristics

Light Touch Infrastructure

- Plug and play simplicity - Powerful hardware means fewer access points. - Just 1 or 2 items to connect and cover average convenience

store. - Quicker and cheaper installation - Less store disruption. - Up to 3 SSID’s mean only one solution needed for staff,

corporate and customer needs

High Performance Customer Wi-Fi

- High performance Wi-Fi - Capable of handling heavy use from a large number of

concurrent users - Fully secure (trusted by two European banking chains for

their Wi-Fi provision) - Filtered content

Intelligent Marketing Platform

- Control to brand and shape the digital experience of customers

- Branded landing page and ability to serve messages throughout customer visit.

Plug-and-Play simplicity

Fully managed and no interference to existing

infrastructure

Secure Wi-Fi for customers and the provider

Gain new insight into your customers’ branch

behaviour

What sites? Where are customers going online?

What role in the target activity?

How much of the online behaviours are related to the shopping or leisure mission? Are they using your services for information or entertainment, or looking at competitor sites? If so, which ones?

Role of Social Media

How much social media activity is there? And which sites do certain customer segments tend to favour?

ONLINE

Understand:

• Who is coming into which branches?

• When?

• For how long?

The central platform also allows insight into the offline behaviours of visitors. As long as they have previously registered, even if they do not log in, their movements can be recorded by the Wi-Fi platform.

OFFLINE

• ZapFi, via its intelligent marketing platform, can also provide a full insight into both the on and offline behaviours of your customers.

An unparalleled overview of your customers

• Combining the online and offline Wi-fi insights can help organisations without a loyalty scheme to extend its insight and CRM.

• For customers that do use a loyalty scheme, the insights from the off and online Wi-fi information, combined with existing information provides an unparalleled, multichannel, overview of customer behaviour.

Insight to engagement: Branded messaging,

tailored by segment, can be placed throughout

• Branded, dynamic, landing page: Use the insights to tailor the branded landing page according to customer segments, store characteristics and more, providing relevant and targeted messages or offers.

• Videos and Dynamic Adverts: Messaging can continue during surfing including short video pieces or dynamic adverts alongside the viewed content.

Insight and engagement – supplier partnership

opportunities

• Advertiser Offers: The insight created by the Wi-Fi system, integrated with existing CRM information and combined with ZapFi’s ability to deliver targeted messages at any stage of a customers Wi-Fi use, creates a powerful promotional tool for suppliers.

• Monetization Potential: Steve Gray of SG-Retail has an unparalleled expertise in the monetization of customer insight and access, having led supplier projects as part of the Tesco Clubcard, Boots, Carrefour and Kroger loyalty schemes. If required, SG-Retail will explore the opportunities and evaluate the revenue generating potential.

Next Steps:

Find out more

Please get in touch to find out more

• If you would like to explore the opportunities of Wi-Fi for your store further, please get in touch.

– By Email: matt.willcocks@sg-retail.co.uk

– By Phone: 0208 643 1537 / 07906 905 537

– SG-Retail Website: www.sg-retail.co.uk

Introducing SG-Retail

SG-Retail was founded by Steve Gray

extensive expertise in data, analytics, insight, loyalty, CRM &

retail solutions

Company Role Sector Focus

Proposition key clients

Previously Managing Director Director

Retail Fmcg Services

Consulting & Analytics

Tesco, Kroger P&G, Nestle, Coca Cola, Unilever etc BA/Air Miles, Vodafone, BT

CEO & Chairman Retail Fmcg Services

Consulting & Analytics

Carrefour, Metro, Morrisons, Waitrose, Boots, DSG, British Gas, BA/Air Miles, Pizza Express, BP

CEO & Chairman Retail Mobile CRM Sephora, Total, Go Outdoors, Decathlon P&G, Nestle, Arla

Currently

Senior Adviser All Consulting Many of world’s leading companies

Founder &

owner

Retail Consumer Services

Consulting, Analytics, Solutions

Poundland, Pets at Home, ZapFi, Sephora, Camelot, Avios

NED Fmcg Consulting, Agency, Outsourcing

Nestle, Unilever, Britvic, BAT, Diageo, Energizer, Nintendo, EA Games

“Customer engagement” creates value, commitment

and advocacy

What is “customer

engagement ?

Understanding and interacting with new and existing customers, in order to earn and grow their lifetime value, commitment and advocacy

Value how much customers spend, how frequently they visit

Commitment how they spend across all channels, and share of spend

Advocacy what customers say

Value Commitment Advocacy

4 key building blocks

Organisation

Alignment

&

Insight

Capability

Development

Multi

Channel Data,

Analytics &

Insight

Management

“Customer

Centricity”

Philosophy,

Purpose,

Goals,

Strategy &

Measures

Activation

Solutions

Innovation

Content

Partnering

Value Commitment Advocacy

1 2 3 4

Our 4 core propositions

Service Topics

Consulting - “Customer Centric” strategy - Organisation alignment & change - People, process & capability building - Data monetisation

Insight & Analytics

- Analytics / “Big Data” - Segmentation - Multi-channel “SCV” - Consumer Research - Social media

Data Services - MasterCard Services - Integration & 3rd party data - Data monetisation

Solutions - Mobile/Wi-Fi - CRM / Loyalty - Vouchers/Couponing - Database management - Customer KPI delivery & reporting - Data monetisation

We have worked with many of the world’s

leading retailers

Retail UK Retail International Other

Tesco

Sainsburys

Asda

Morrisons

Waitrose

Boots

DSG

BP

Total

Sainsburys at Jacksons

Decathlon

Go Outdoors

Poundland

Pets at Home

Kroger

Woolworths

Australia

Metro

Carrefour

Dm

Axfoods

Sephora

Kesko

Avios (British Airways

Air Miles)

British Gas

Homeserve

SSE

PAYBACK

Nokia

BskyB

Pizza Express

Nectar

How can SG-Retail help with Wi-Fi?

• Creating the business case for Wi-Fi

– Costs / benefits / ROI

– Aligning the organisation

• Leverage data, insight and customer engagement opportunities

– Who’s shopping, when and where

– What are they researching & buying ?

– How can I reward and incentivise spend and visit frequency ?

– How can I improve commitment and advocacy ?

• Partnership with ZapFi

• Tailored solutions that optimise mobile engagement

– Mobile CRM; loyalty & digital vouchers

– Mobile payments