STORES 2014 BIG Show Daily - January 14, 2014 - 21


Tuesday
Technology
Continued from page 20

"You can anticipate customer demand
and save on floor space by matching the
number of sales devices available for a
particular time," said Graham.
Some merchants fear that encouraging
mobile use in the aisles will turn their stores
into "showrooms" where customers come
to look at merchandise and then use their
own mobile devices to search for a lower
price. But D'Alessio argues that retailers
that know how to utilize the potential of
mobile applications can use them to close
the sale. "Most customers will purchase
the item in the store if the price difference
is reasonable," he said. "Unless there is a
great disparity in price, most customers
are going to want to purchase the item
right away."

21

Technical challenges

Consumer devices like Apple's iPad
or iPod touch have helped move mobile
POS along. "In the past, mobile hardware
was expensive," Rightmer said. "It was
big, clunky ... and hard to use. Apple
broke the ice by bringing out hardware that
was preferred by retailers. You can deliver
powerful applications on small screens at
reasonable prices."
He said tablet devices are slightly
harder to handle than smartphones, but
often work better in retail applications that
are highly consultive and where sales associates need to gather more information
to help make a sale.

Simpler applications like apparel sales
can be managed on a handheld smartphone,
Rightmer said.
Despite the benefits, there have been
some obstacles to widespread penetration
of mobile POS. Retailers need to make
sure they have the right infrastructure in
place for it to work. While the devices
themselves are relatively low-cost and easy
to use, adaptations to a retailer's back-end
systems are often required to make sure the
appropriate data is available.
D'Alessio sees a number of technical
challenges to integrating the mobile system
to other databases in the store. He notes
that not all retailers have a reliable WiFi

network that will give them the necessary
coverage. Retailers also sometimes find
hardware designed for consumer use are
not rugged enough for retail applications.
He suggests retailers using devices designed
for consumers prolong their lifespan by protecting them with specially designed cases.
In addition, retailers using mobile devices need to carefully train employees in
order for them to gain the benefits desired,
and need to consider customer needs. Many
retailers using mobile devices will offer to email receipts to shoppers, but some customers still prefer a paper receipt; other retailers
will want to make sure everyone leaving the
store with a purchase can show a receipt.

Tablet devices often
work better in retail
applications that are
highly consultive and
where sales associates
need to gather more
information to help
make a sale.
Retailers can use this to their advantage: If during a discussion, the customer
shows the sales associate a cheaper price
elsewhere, some retailers allow associates to
match the price in order to capture the sale.
Graham said that sit-down restaurants are also a natural fit for mobile POS
devices.
"Not only can waiters accept cards for
payment at the table, but ... the waiter can
transmit an order directly from the table
as the customer orders it," he said. While
that means customers will get their meal
faster, it also means instant communication between servers and the kitchen: If
a particular menu item is unavailable,
servers can immediately make alternative
suggestions instead of returning later with
a menu.
The best retail candidates for mobile POS are fashion and apparel stores,
"retailers with products that have a short
lifecycle," Rightmer said. "You may
have a customer that wants a particular
product but you don't have it in that store
with the right size or color. By locating
the product at another location, you not
only make the sale, but are less likely to
have to mark down the item at the other
store."
Other stores that can benefit from mobile POS include specialty retailers where
there is a lot of personal engagement
between sales associates and customers
on the selling floor. Retailers that sell in a
strong consultive environment - sporting
goods, electronics and jewelry - benefit
because sales associates can look up product information to help customers make
decisions on purchases.

ANALYTICS
Because size matters.

Shoppers don't care if your store has extra size 8s when what they need is a size 6. SAS Size Optimization
helps retailers identify and supply the right sizes to the right locations at the right time. The result is higher
store-level margins, lower operating costs, fewer stock-outs and reduced end-of-season markdowns.
Decide with confidence.
®

Visit us at Booth 2455.
sas.com/sizeright

to read a DSW success story.
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies.
© 2013 SAS Institute Inc. All rights reserved. S117637US.1213


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Table of Contents for the Digital Edition of STORES 2014 BIG Show Daily - January 14, 2014

STORES 2014 BIG Show Daily - January 14, 2014 - 1
STORES 2014 BIG Show Daily - January 14, 2014 - 2
STORES 2014 BIG Show Daily - January 14, 2014 - 3
STORES 2014 BIG Show Daily - January 14, 2014 - 4
STORES 2014 BIG Show Daily - January 14, 2014 - 5
STORES 2014 BIG Show Daily - January 14, 2014 - 6
STORES 2014 BIG Show Daily - January 14, 2014 - 7
STORES 2014 BIG Show Daily - January 14, 2014 - 8
STORES 2014 BIG Show Daily - January 14, 2014 - 9
STORES 2014 BIG Show Daily - January 14, 2014 - 10
STORES 2014 BIG Show Daily - January 14, 2014 - 11
STORES 2014 BIG Show Daily - January 14, 2014 - 12
STORES 2014 BIG Show Daily - January 14, 2014 - 13
STORES 2014 BIG Show Daily - January 14, 2014 - 14
STORES 2014 BIG Show Daily - January 14, 2014 - 15
STORES 2014 BIG Show Daily - January 14, 2014 - 16
STORES 2014 BIG Show Daily - January 14, 2014 - 17
STORES 2014 BIG Show Daily - January 14, 2014 - 18
STORES 2014 BIG Show Daily - January 14, 2014 - 19
STORES 2014 BIG Show Daily - January 14, 2014 - 20
STORES 2014 BIG Show Daily - January 14, 2014 - 21
STORES 2014 BIG Show Daily - January 14, 2014 - 22
STORES 2014 BIG Show Daily - January 14, 2014 - 23
STORES 2014 BIG Show Daily - January 14, 2014 - 24
STORES 2014 BIG Show Daily - January 14, 2014 - 25
STORES 2014 BIG Show Daily - January 14, 2014 - 26
STORES 2014 BIG Show Daily - January 14, 2014 - 27
STORES 2014 BIG Show Daily - January 14, 2014 - 28
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STORES 2014 BIG Show Daily - January 14, 2014 - 30
STORES 2014 BIG Show Daily - January 14, 2014 - 31
STORES 2014 BIG Show Daily - January 14, 2014 - 32
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