B2B Tech Talk with Ingram Micro
B2B Tech Talk with Ingram Micro

Episode · 2 months ago

Device integration within retail & capturing the point of decision w/ Joe Hasenzahl


Transportable electronics are entering the retail and hospitality space in droves, and Samsung is at the helm of that transition. 

Delivering high-quality devices is only half the battle. There needs to be an understanding of specific use cases to gain the highest value from adopting devices within the retail workflow. 

Shelby Skrhak speaks with Joe Hasenzahl, Director of Sales - Retail at Samsung Electronics America , about: 

- Use cases of transportable electronics in retail

- Point of decision vs point of sale

- Integrating technology into workflows 

To join the discussion, follow us on Twitter @IngramTechSol #B2BTechTalk 

Listen to this episode and more like it by subscribing to B2B Tech Talk on Spotify , Apple Podcasts, or Stitcher. Or, tu ne in on our website. 

You're listening to be tob tech talk with Ingram Micro, the place to learn about new technology and technological advances before they become mainstream. This podcast is sponsored by Ingram micros imagine next. It's not about the destination, it's about going someplace you never thought possible. Go to imagine next DOT Ingram microcom to find out war. Let's get into it. Welcome to be to be tech talk with and groom micro. I'm your host, shall be Scorehawk, and our guest today is Joe hasn't Ald, director of sales for retail at Samsung Electronics America. Joe, welcome, thanks, delby. How are you? Excellent. Well, today we're talking about the use of Samsong mobile devices in the retail setting. But first show. Let's kind of set the scene then. So what are the biggest challenges that retailers right now or trying to solve with technology? I know one challenge we know very well is supply chain delays, right, but can you expand on that in some of the other headlines, if you will, that that retailers are up against right now? Sure so. Retailers typically spend money on four or five different initiatives, typically customer engages number one, and recent surveys indicate that maybe fifty percent of retailers continue to invest in that technology. But the other four priorities are constantly jumping back and forth depending on what's going on in the universe. Retails not some different from the rest of the world as it relates to second priority. So we hear this as the talent war, the great resignation. That is top of mine for retailers. So they are investing in technology to help solve the talent war and one of the things they're looking at is boosting associate productivity using mobile devices. So if you think about it, that equipping and associate with a device that kind of let's make its me easier, less friction filled to be an associate as helpful. And this isn't just retail right. We're seeing this in any industry that has frontline workers. So we're seeing it transportation logistics, we're seeing in manufacturing, we're seeing in healthcare, we're seeing it in banks, we're seeing the federal government. Everybody is taking a look at wow, if we give them a mobile device, can that make it a little bit easier for them to do their job? So that's where a lot of it goes. Now you've mentioned earlier supply chain. That is taken a third ranking after a socio productivity. Typically it's number two and it has been for years, but now it's not. It's supply chain or operational efficiencies is the third thing that retailers are investing in, and then innovation has fallen to a distant fourth. Interestingly, you could probably consider some of these to the investments in innovation, but when they were, when their forced rank, that's where it lands. So supply chain already a problem, already impacting the associate experience, already impacting the customer experience, and now we're investing less in it. So it's going to be an interesting time and retail when we see how this plays out of our next couple of years. Yeah, well, if if innovation is falling to fourth, that means that. I guess. It seems to me that it's more symptomatic of, you know, okay, we're drowning here. We're just trying to to, you know, make sure that we've got all all holes plugged, we've got everything under way, we've got our you know, our base is covered, let alone not looking ahead at okay. Well, what can be doing differently? What can we do better? You know that that innovation right. It's fascinating. So you're so right ahead. A conversation with a colleague earlier this week and we were talking about digital scigenage, of all things that. Traditionally, digital signage, especially in retail, is to inform and entertain and educate shoppers. Now it's moving back to inform. So if you think about it, getting a message to shoppers, because we have a labor shortage, it's difficult to find an associate to talk to. So instead of talking about the new look or a new product or something new and shiny, we're telling you now how to use contactless payment to make your...

...transaction faster. We're letting you know we have self checkout, we're letting you know where you can buy online, picking a curb, anything that takes the FRISH and out of being a customer. It's as kind of interesting now that'll probably swing back once we figured this out. It's just interesting that when you talk about digital transformation, being able to hop along the scale back and forth to solve the needs of the business dynamically is what it's really all about. And so this is actually a perfect example of how digital can make retail more effective. Yeah, work better, and when we see better and effective, what we really mean is more profitable, better transactions. We want to drive transactions right, right well, so retailers are looking to to to technology and the specifically Samsung Mobile devices to create these these solutions. But when we say mobile devices, what range of products are are we talking about and I guess, for what use cases in retail? So it kind of depends on a couple things. We're typically talking about smartphones up through tablets, and the use case depends a lot on the the nature of the retailer. So I just pride them in almost in teacher sizing small, medium in large. So small is for when when the associate is wandering around and they want to keep the phone in their back pocket just like their own personal device. Medium is more for apron style, apron friendly, and then large, typically those devices are going to be more at home on a countertop or a desktop. Their portables that can move around a little bit, but it's a little comforsome to walk around with the tennis chalent for a while. So teachers eizing, Goldilock sizing, one of the two. It works for me depends a lot on the nature of the business. So looking at that in in retail or we talking about specific verticals within the retail market that some are using more than others. Actually, I kind of skipped over your other questions. What are the use cases for the device? So if you think about it, if it's a mobile phone form factor, then this going to be predominantly associate facing tools, right. So this is what Jennifer, our fictional sales associate, needs to be productive in her day. So it could be things like walkie talkie, push to talk, cocking and clocking out, any kind of directives or corporate communication, coming down maybe training. But when we start moving to tools where Jennifer is in directing me the customer, and we start moving to a larger form factor, maybe even an eight inch tablet, sufficient she can stand next to a customer, show a guided cell type of a tool or go through a feature benefit conversation. And of course then the larger form factors tend to be really great for things like point of sale, for merchandising associates who could use a bigger screen to see the pictures in the details better, or for people who are actually generating content and by content, with the compliance even it. Did you? Did you complete the diagram? Is there something you need to circle that you have a question about? So that's kind of directionally how we're seeing the use cases. Tremendous amount of overlap. Eighty percent of what they can do can be done on any of those devices. It just becomes whether or not they're engaging with the customer and would benefit from a larger screen. Yeah. Well, so let's take the example, then, of an associated a retail store. You mentioned, you know, Jennifer this, you know this persona. So how specifically, and you started to mention some of those those examples, but I'd love to get more into detail in that. So, you know, Ashley's using the Samsung Device for for her job on the sales store. How does the usage that she has with that device? How does it compare to the traditional technology, I mean the you know, the old time clock computer that's that's in the back office, the the store register or, you know, maybe an old handheld pos device. I mean, I guess go we compare and contrast what they were doing and what's possible now. Great, great questions. So what's happening is that finally the enterprise were following what consumers have been doing with their smartphones for almost ten, fifteen years, right. So, if you think back to the day before this next generation of smartphones was released, a beautiful clap of glass in your backpack, you had to diss then you had a motor role e raisor you had...

...a notepad, you had a disposable camera, you had a map, you had all these things in a deck of cards, hypothetically. Then all of a sudden the smartphone comes out and all those things now live on a bubble device. We're seeing exactly the same thing now the enterprise level. So all those different systems you mentioned, think time and attendance or workforce management, going back and having to look at a clipboard to see your schedule right, having to fill out of schedule request form and jump it into a mailbox, all those things are starting to be migrated over to devices and then we love that. So but it's not just workforce management, it's also peer peer communications. So walkie talkie, push to talk, but we all love texting. So the ability to chat with another one of your team members, whether they're even the same store or different store across the country. If they have expertise or knowledge, it's all right then and there. Video chatting, file sharing, all these things are what we've been doing in our personal life for years. Now we can do it within the enterprise. Think about task management. If you've worked in retail or any frontline job, we know that every day is different. So the ability to change what you're working on based on what's going on in the store is important. So dynamic, up to the minute test management becomes super relevant and and things like that. So that's just through the functions. And then, if you think about it, within those two we those are even retail specific. Those are frontline worker or deskless worker specific retail. Then we're talking about maybe some more customer engagement tools, so things like training. How do I change a restor tape? How do I see the fire extinguisher is full? How do I open up a ladder safely? Things like that, where you need to this piece of knowledge. Right then and there. They can talk about things like product locator. Right then we start talking about new technologies, going back to innovation. That kind of sneaks under the another category we're seeing a really big interest and uptake a using voice. It's kind of ironic that we're finally going to be talking on our phones again. We're we won't talk to their humans, talk to the phone and have it give us an answer on how do I change register tape or where is the Statue of Liberty Lego? But it's kind of that's where we're seeing this is that the devices are adapting to mirror closely what associates are doing on their mobile phones. Not that's not surprising. Generation seeing digital natives. They're comfortable on the phone. Why wouldn't you want to take advantage of that muscle memory and give them something that's super familiar with so they can hit the ground running right right. I want to come back to to some of these use cases and move to what this device can do for customers. But following up on what you said about, you know, these are, you know, digital natives. Is there consideration for maybe for those older associates that are not as comfortable with these, with these devices? How do they factor into creating a user friendly experience for them? Do you get a call from your mom asking how to use the phone? That's is that? Is that the same situation? We find that the younger digital natives are happened to help bridge a generation gap. Right, if there's only so much training until it happens in real life. But the fact that you've got these experts in digital technology in your sitting, your workforce. Half the people that work there between sixteen and thirty four, right. So if you do have an older generation of workers like hey, Jennifer, how do I do this? It's right here. Boo, BOO, boom. You've got that. It gets kind of as an ecosystem of Camaraderie that helps deliver productivity across the board. And you're right, there is a generational consideration, because as if fifty percent or digital natives, and implies that fifty percent are not. Right, though, so taking advantage of the talent pool, you've got to train each other and elevate each other. Is it's a great thing. Yeah, it reminds me of Gosh, I think it was snapchat. Early on, there are some discussion about how maybe user unfriendly it was at the very beginning and that it was almost kind of reliant on this peer to peer. Discussion or are, you know, kind of peer to for training, if you will, that it was a social experience to have somebody walk you through how snapcheck works and and what all...

...the different you know, filters and buttons at all those things do and that created a camaraderie. So I imagine that maybe does the same thing in the retail environment. I think you're onto something. You know you talk about this. So we from from experience with big retailers to deploying this technology. They like the phrase by size training. I call it tick tock training, but by size training. So you're training someone right then and there. But you're right, it's not just the ability to push the demand for knowledge right when that someone needs it, but if you have a particular use case, you can go see Jennifer right then and there and she can solve it for you. That's going to be stickier. Yeah, you know this idea of being sentenced to a concrete bunker in the back of the store to watch a ten year old video on our DVD. Sorry, DVD is gone. Why? So? So we should embrace all of it that the demand is for the democratization of data right now. I need the information do my job right now. So whether I get it from Jennifer all my device or get it on my device by myself. It's a win for the retailer and when for the customers, a better experience for everybody. Yeah, yeah, we have a good associate experience inherently begets a good customer experience. There's no such thing as a good customer experience coming out of a bad interaction with an associate. No such stain. Yeah. Well, so, speaking of those, those customers, then, so let's say Chris as our so Jennifer's our associate, Chris is our customer. What is Chris coming up to Jennifer for, for help with and I guess what. And she do specifically for the customer to help Chris with her device? It's a great, great question. So we talked about the connected consumer probably back to or three years ago, about what happens now when, when customers are coming into your store with exactly the same information your sociated apps? Yeah, right, you've seen this before. It's it's a situation that retailers struggle with. Is like customer comes up, Chris comes to talk to Jennifer, Jennifer pulls out her personal mobile device and those wherever she wants to go get the answer for crips. Now, whether it's a product review or comparison or inventory level. It's out in the wild right all of a sudden the retailer has lost control of the messaging opportunity when Jennifer communicates with Chris. So now if Jennifer has tools from her retail from her company, that can have better information than what Christ and get on his own, that's a win and a lot of times, let's bring this conversation back to the very beginning. A lot of that's around supply chain. So when Jennifer says where are the Statue of Liberty Legos, she's not asking or do we have it or weirs? And that's not the real question. She's initiating a workflow. Chris wants to Stash Your Liberty Lego. When she asks where it is, which she's really asking is do I have it in on the shelf? Do I have it in this store or or do we have it at another store? That's the real workflow. So that's the kind of information we're talking about getting in front of what the customer is an understanding that questions lead to another question, which is really the it's the workflow we're talking about. So the real answer is when she says do we have statue of Liberty Legos? The real answer is there are three of them on the shelf. Aisle thirty seven. There are two more in the back and store one hundred and three down the street has seventeen in stock. That's the answer, exactly, exactly. Well, and as a follow up to this, I mean we're we're not taking for granted the fact that Chris has come in person to a brick and mortar store. That that's that's not we can't take that for granted. That's something that that doesn't always happen. So how does mobile technology really improve Chris's customer experience? So if it's got to give him an answer. So here, here, let's talk about this. So we give Jennifer the phone to remove frictions from her journey. Right, we want to get easier for Jennifer to be a sales associate. So the same kind of thing happens for Chris. The friction points for shoppers two big ones. Associate Interactions, total wild card, like we just talked about, and checking out. Yeah, right, checking out is is a pain. It's a pain. It's...

...pain. The phrase that comes from ECOMMERCE. Abandoned Cart doesn't actually come from e commerce. It's because people get frustrated, literally leave their cart in the middle of the store and walk out. Yeah, so if we can meet the shopper where they're making up their mind, with mobile point of sale right and and the confluence to this perfect. There's three things happening all at once that make this a great engagement for a customers. The first one is the talent where we just talked about. So now Jennifer, as a result of a Tele War, is equipped with a mobile device. Right. Originally it was to solve her associate friction problems or force management training, things like that. But now, because retailers are recognizing that android enterprize is the best place for mobile point of sale tools and Americans are using more and more contactless payments year over year. That's doubling. Where twenty percent of transactions in two thousand and twenty two, that'll be forty percent in two thousand and twenty three and up to sixty seventy percent of the transactions by two thousand and twenty four. Well, Jennifer Samsungn device can take a contactless payment right out of the box. So Jennifer's doing her job. She's looking for that Lego for an online order. Chris comes up wants to buy something. Right then and there, Jennifer can launch point of sale, use a camera based scanner to capture that bar code and then take a contact with payment right there. So now Chris is in the moment when he's most excited about that Lego and feeling good about it, and Jennifer just made his day. Right. That's we're talking about. Right. So we're we're meeting the customer when they're making up their mind. It's not point of sale anymore, it's point of decision, capturing that customer when they're most fired up and excited about that purchase and letting them leave the store without any friction. That's going to be a big deal. Well, so we've gone over the problems and then the solutions that mobile helps solve. But why specifically Samsung? I mean, why use a Samsung device over an apple product? Good Point. So Samsung sells five hundred and sixty five mobile phones a minute. There's one thing Samsung knows globally, it's what people love about mobile devices. Right. That's an incredible amount of insight we have based on the sheer volume of phones we do so taking that inside, and remember we talked about this before. What Jennifer demands and what Chris Demands from their device, from from the retail organizations pretty close to the same thing. So Samsung knows, based on consumer information insights, how to create a device that's ruggedized to thrive within the enterprise but still goes back to that consumer DNA. When you look at our rugged phones are the xcover pro looks just like a smartphone that consumers would be carrying around its sin. It is sleek, it's black. The difference is you can drop that thing to concrete, you can submerge it, you can replace the battery, all these things that make it uniquely equipped to thrive within the enterprise but super familiar to the the device that she's so passionate about carrying around. So the leveraging it goes back that muscle memory conversation and Samsung is uniquely suited for that. We're not talking about a conky brick that retailers carry on rotnet right now and we're not talking about a fancy consumer grade phone that has to be encased in a a brick also to make it thrive with the enterprise out of the box. This device is designed for those environments. You can glove less, right. So if Jennifer has to go work outside something Christmas trees, she can use it with a glove. If Jennifer has to go work and take inventory and a freezer, she can use an environment. If Jennifer has to go stand out in front of a chicken fast food restaurant in a hundred eighteen degrees in Phoenix to take orders, that device thrives there. So it's all these things that you don't necessarily think about but but must be clear. Retail, restaurants, hotels us are harsh environments. The sexy concrete floors are brutal roble phones. Yeah, so if you think about all these things together, that that retail in general is the hostile environment. So all those things come into play. And it's not just the phone, because we recognize that we're talking to enterprises. So...

Samsung has a whole suite of tools that live while I like to call below the line, that can help with the configuration of the device, the management of the device and then once it's deployed, once we got it into Jennifer's hands and it's formatted and does exactly what her retail company wants it to do. We want to be able to keep track of that device and make sure it continues to deliver on the rlie that we promised when we put the whole project together. So we have a tool we called knocks acid intelligence that let's retailers keep track of things like battery life. How's the APP performing? A lot of retailers write their own APPS. We want to make sure that it's working like it's supposed to, it's not crashing, it's not causing frustration. The Network House, the network performing. These massive stores have dead spots. Can we help identify those to get a better experience? It's all dependent upon the network. And then, of course we see retailers who are super interested in where the phone is, not because they're keeping track of the employee, but if they have to direct that employee, Jennifer, to the statute would be Lego. They want to get her there as quickly as possible. Thing a new associate, massive store, wearing legos again. Where's that out? Thirty seven again, right there on your phone. So it's the above a line everything that the consumers associate slush enterprise to man's from mobility and then the below the mine, all the tools to keep this thing driving and delivering in that environment right well, and those tools are the things that you know. It may be outside of the Samsung device per view in terms of the network, the the APP itself, whether it's crashing, but what do you think? You know, what do you what do you think about this device that is crashing? It's yeah, this this down thing, you know, you know, this thing never works. Always the device, even when stuff device, it's the device. And Right, you know, that's that's a great because when it works, it's amazing and we get all credit. It doesn't work, it's not amazing and we get all the credit. So, you know, it's important for us to make sure that we understand and can help them deliver up because it's not fast. It's frustrating that. That's a quote from one of our big retail partners. It's got to be fast or it's frustrating. It has to deliver, which they cannot wait. It's crazy. And I tell you those I feel bad at that chicken place with the associate. I mean I'm like whatever is easy as whatever the closest buttons. I'm so sorry. You know, I'm in Texas, so it's, you know, a hundred degrees outside. I'm like, I'm sorry, just give me whatever, please go inside. Feel bad. Just see what I see nexts I see next? Yes, exactly. Well, as we start to wrap up this episode, we always ask our guests the same final question, and that's where do you see technology going in the next year? So, with your pulse on on this market, and you know this vertical, where DC technology going in the next year? I think it kind of bumped up against I really want to see us recognize that interactions with the device are part of a workflow. So I don't want them to be silod anymore. So let's skip away from retail for second and talk about hospitality. So the same problem right. Servers are hard to find, people are changing jobs dramatically, training is rough. So why aren't we leveraging all these new things that mobile mobility brings to us? A whole news flue of gestures and the ability to manage a workflow. You think about it, waiting on a table is workflow. There's a specific order to how we enjoy dining. Right there's a cocktail, there's an appetizer, there's the dinner, there's another cocktail. Are Three or four more contents, because this is us, and then they serve. So we should mirror the user interface and guide a new server through that workflow with the most likely choices displayed on the phone. So let's take a page out of just intelligence. We were joking earlier about machine learning. Why wouldn't we leverage that to present the most likely choices? We know where you're going, we know what the most popular items are in the restaurant, we know what the most popular items start this particular restaurant. So why don't we help people...

...and put those choices for them to make it really, really easy to do that? And on top of that, I think voice is going to be massive. I think the ability to eavesdrop, to take this is what we're seeing from personal digital assistance, Eve shops, a terrible word, I don't say Turner, listening on the transaction to start optimizing that workflow right, because this is this whole metric on. I heard this recently and I love it, is this idea of time to competency. How quickly can we make an associate productive? Can and what are the tools we can do to boost that, to make sure that that they know what they're talking about. It promotes a great engagement with the customer and associates feel good about themselves. That's where I see the technology. Oh Yeah, and of course I do like machine learning, artificial intelligence, augmented reality, overlays, all that kind of great stuff. Yeah, a lot of a lot of possibility. They're really Don's think about it. What can your phone do now? It's a good seething a main frame could do fifteen years ago. You can. You could run Lithuania off your phone. Let's start leveraging that and put more and more functions so that we can have better engagements as of my last two thoughts are I'm never really interested in replacing humans. I just want to make them more consistent and more informed as as they go through the process and more confident what they're doing. Am I set? My last hot is be nice in retail or you will wind up on Buzzfeed, and that the truth. The cold is All right for listeners. You want to find out more about we talked about today, you know, get some more information. How can they reach out? So the inside flog on Samsoncom has a ton of great information. Can reach out to me. You're like directly at retail at sea dot samsoncom. Excellent. Well, I appreciate all of your insight your candor. Joe, thanks so much for joining me. Shall be as totally fun out a great weekend. Thank you, and thank you listeners for tuning in. I'm subscribing to be to be tech talk with in your micro. If you'd like this episode or have a question, please join the discussion on twitter with the Hashtag be to be tech talk. Until next time. I'm shelby SCAREHAWK. You've been listening to be tob tech talk with Ingram micro. This episode was sponsored by Ingram Micros imagine next. Bb Tech Talk is a joint production with sweet fish media and ingrim micro. Ingrim micro production handled by Laura Burton and Christine Fan. To not miss an episode, subscribe today on your favorite podcast platform.

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