Retail Mobile Strategies Podcast Series
To try and figure out where mobile is headed and, more importantly, where it should be headed, StorefrontBacktalk invited some of the top minds in retail IT to sit down and candidly discuss it. These seven podcasts and associated stories came from that discussion and focus on the top areas of concern, excitement and utter fear.
The Participants
Senior VP of IT
CIO
CTO
Operating VP
Digital Ownership
In short, what happens when consumers want to be able to read an e-book on their desktop computers at home, on their laptops during the train ride to work, on their tablets while sitting in a client’s waiting room and on their smartphones while having a picnic in the park? Do retailers think these consumers will pay for the same e-book four times? Or that song? Mike Sajor, the CIO at apparel chain Ann Taylor, weighed in on this challenge.
Platform
“The mobile experience for our client isn’t only our application, our content, our delivery vehicle. It’s what everyone else is doing,” said Michael Sajor, Chief Technology Officer at Ann Taylor. “When our client walks into a store and has a great experience trying on product, and she selects an outfit and is standing there in the store, picks up her Facebook app and puts a status message about the fantastic experience she just had, that’s as much a mobile experience for us as is an application that we field or some video that we might stream.” Sajor participated in a StorefrontBacktalk podcast series on retail mobile strategies, along with the CIO of Pizza Hut, the Snr. VP for IT at Home Depot and the Operating VP at HSN. This episode in the podcast series is focused on selecting the best mobile platforms.
Security
“The carriers know something about you. They authenticate you, and it’s reasonably difficult to falsify or spoof that authentication. If you’re holding that device, there’s a pretty darn good chance that you are who you say you are, as you’ve authenticated with the mobile network,” said Sajor, who was recently promoted to CIO from Chief Technology Officer.
“Wouldn’t it be interesting, wouldn’t it be nice to use that authentication to authenticate you for your mobile experience all the way through the entire mobile payment channel? That would take away the logins and all of that kind of thing. You’d probably want to have some secondary protection: PINs or whatever. But if you could actually use that authentication in a sensible way to seamlessly permeate the entire experience, now you get a much more holistic experience based on what the carrier already knows. The data is already there. We just have to be able to get to it. I don’t think we’re quite at that point yet.” But Pizza Hut’s CIO urges caution until the U.S. cleans up mobile standards.
Analytics
Sean Bunner, HSN’s Operating VP, echoed Kinzey’s sentiment. “It’s such an early channel to get so granular. There’s some overall trend stuff we’re more interested in, like ‘what category of merchandise are they purchasing?’ From what we’ve seen, mobile is significantly different than Web or, for us, TV,” he said. “But even within mobile, between mobile Web and apps. You see pretty significant shifts in categories, so we then have to get into CRM activity to see ‘Why is that?’ Do you want to merchandise that store differently?”
Back Office
“A big thing to think about is how you are going to train your in-store personnel and educate them on the mobile strategy and the mobile app. We found many customers walking into restaurants, asking our personnel how to use the iPhone app. That can get lost in the mix,” Concors said.
“How are you going to redirect those consumers to the right level of support when those things come about? There’s no way you are going to train all your personnel how to troubleshoot an iPhone app. In 99.99 percent of cases, there’s no problem with the app itself. It’s because the person doesn’t understand or there’s a problem with their phone or there’s a problem with the network. If there’s a problem with the app, we will see it across the board.”
Future
The CIO at apparel chain Ann Taylor—Mike Sajor, who was recently promoted from serving as the chain’s CTO—argued that the very nature of mobile devices will force a lot of good things. But as much as it will help retailers, it will also force their hands.
Getting Inside
“If you think about mobility, interesting applications tend to leverage three things: presence; authentication; and location. Presence: Are you there? Are you on the network? Are you live? Can somebody see you? Location: Where are you physically? And to what level of granularity can you see that? Authentication: Are you who you say you are?” Sajor said. “Those are the three crown jewels. You can’t do much interesting unless you have those three things locked in to some degree or another.”
Cards issued by European banks when used online cross border don't usually support AVS checks. So, when a European card is used with a billing address that's in the US, an ecom merchant wouldn't necessarily know that the shipping zip code doesn't match the billing code.
-Marc
