The document discusses best practices for using location-based technologies like beacons in retail. It describes how Point Inside helps retailers implement these solutions by providing tools to digitize floor plans, deploy beacons, and monitor their performance. It also presents a case study of how Nebraska Furniture Mart used Point Inside's platform to implement beacons and mobile wayfinding across their large Texas stores, resulting in increased traffic, revenue, and sales.

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Best
Practices
For
Retail
Location-­‐
Based
Technologies
Lee
Summers,
Marketing/Technology
Manager,
Nebraska
Furniture
Mart
Aaron
Dane,
Retail
Experience
&
Innovation
Manager,
Point
Inside

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Point
Inside
2
About
Point
Inside
Fin
d It
HAVE
IT?
DO
YOU
I FIND
IT?
WHERE
CAN

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Point Inside Confidential 3
Retailer
data
layer
Points
of
interest
Shopper
mobile
map
Geospatial
coordinates
Store
CAD
Importance
of
Location

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Point
Inside
4
Why
Beacons?
§ Connection
between
mobile
and
physical
§ Multi-­‐platform
technology
§ Low
cost
§ Benefits
to
shoppers
and
store
ops
§ Enterprise
decisions
§ Shopper
behaviors
§ Merchandising
decisions
§ Dwell
or
wait
times
§ Shopper
segmentation

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§ Start
small
and
master
the
basics:
§ Make
your
shoppers’
lives
easier
§ Simple
and
elegant
always
wins
over
complexity
Point
Inside
5
Shopper
Experience

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Point
Inside
6
Shopper
Value
Location
Permission
Retailer
Shopper
Value
Exchange

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Options
§ Partnership
and
outsourcing
§ DIY
Things
to
consider
§ Digitize
your
space
§ Establish
deployment
templates
§ Web-­‐based
planning
tool
§ In-­‐store
deployment
app
§ Health
&
system
monitoring
Point
Inside
7
Scaling

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Point
Inside
8
Analytics
&
ROI

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Case
Study
Nebraska
Furniture
Mart
-­‐ Texas

10. THE EXPECTATION
Transplant
the
NFM
brand
and
be
the
anchor
of
something
great.
Beacon
technology,
and
by
extension
IoT,
is
an
incoming
tide
in
retail
that
will
raise
all
ships
including
business
intelligence,
shopper
experience,
opex and
associate
productivity.
Joe
Saumweber

11. THE STORE
92% of all NFM TX sales take place in the store.
2017
Revenue
projections
place
our
3
major
stores
at
just
under
$2
billion
annually.

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THE STORE IS STILL THE STAR
94% of all retail sales take place within the confines of a physical store.
*
The
New
Digital
Divide,
Deloitte
Digital,
Physical
store
sales
calculated
using
U.S.
Census
Bureau
Quarterly
Retail,
E-­‐Commerce
Sales,
4th
Quarter
2013

15. THE CHALLENGE
560,000 Square feet of retail space.
Just
under
2
million
square
feet
total
(Distribution
Center
1.3)

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Attention &
Awareness
Consideration
& Engagement
Assisted Shopping &
Enhanced Experience
Optimized Sales at the
Moment of Truth
The New PATH TO PURCHASE
Brands must now use a CUSTOMER-CENTRIC model

17. § Define Success
§ Design Solution
§ Test & Learn
§ Optimize & Scale
Self-Service +
Assisted Sales
Promotions +
Sales Lift
Brand
Storytelling
Customer
Experience
OBJECTIVES DRIVE DESIGN
For In-Store Digital Media
Employee
Productivity

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Technology Toolkit
We apply the best technology to meet the objectives.
Digital
Signage
Mobile/Tablet
Apps
Video
Walls
Touch
Interfaces

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Emerging Technologies
We utilize the latest in technology to create engaging experiences.
Video
Analytics
Projection
Mapping
Beacon
Technology
RFID/NFC
Technology
Gesture
Interactive
3D
Audio
Large
LED Board
Transparent
Display
Virtual
Reality
Plus
More
…

20. THE BEACONS
400 proximity beacons. Full coverage grid.
Primary
function:
Mobile
Product
Way-­‐finding,
In-­‐store
Digital
Signage,
Product
Way-­‐finding
1st Floor

21. THE ROUTES
250,000 SKUs available at anytime.
Live
routing
to
product
searches
on
Mobile
and
Digital
Signage
Directories.
1st Floor

22. THE MEASUREMENTS
180,000 logged session in the first 12 months. Estimated $500k in media placement revenue.
Product level search and regional sales flyer product routing.

23. THE MEASUREMENTS
Traffic
to
our
mobile
site
was
up
50%
in
Q1
and
revenue
is
up
over
100%
Q1
2015
vs
Q1
2016.
Our
app
uses
our
mobile
site
to
power
the
ecommerce
functionality.

24. THE PRICE TAGS
39,000 digital price tags changed daily.
Without
this
system
our
way-­‐finding
experience
would
not
work
properly.
This
was
our
first
step
towards
committing
to
a
long
term
beacon
roadmap.

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Thank
You
Aaron
Dane
Retail
Experience
&
Innovation
Manager
Point
Inside
aarond@pointinside.com
Lee
Summers
Marketing
Technology
Manager
Nebraska
Furniture
Mart
/
Grandscape
lee.summers@nfm.com

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