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RUCKUS WIRELESS PROPRIETARY AND CONFIDENTIAL Ruckus Smart Wi-Fi for Retail.

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Presentation on theme: "RUCKUS WIRELESS PROPRIETARY AND CONFIDENTIAL Ruckus Smart Wi-Fi for Retail."— Presentation transcript:

1 RUCKUS WIRELESS PROPRIETARY AND CONFIDENTIAL Ruckus Smart Wi-Fi for Retail

2 o Retail Market Introduction o Ruckus Retail Solutions o Selling to Retail: Malls vs QSR 2 Agenda RUCKUS PROPRIETARY AND CONFIDENTIAL

3 o 80% of people said that the availability of in-store WiFi influenced where they shop. o 74% of shoppers are happy for a retailer to send a text or with promotions while they’re using in-store wi-fi. o 69% say their smartphone is a critical tool to have a better shopping experience o 70% plan to use their smartphone more to help their shopping experience in the next year o 92% of retail purchases occur in physical stores Shoppers Want and Expect Wireless

4 4 Retail is a Large and Growing Market(s) Number of stores (establishments) by segment (US Census) Only includes stores that are part of companies with > 500 employees NAICS DESCRIPTION # of Companies # of Stores Total Employment Building material and garden equipment and supplies dealers19416,910670,759 Clothing and clothing accessories stores27677,6261,175,636 Electronics and appliance stores8416,5300 Food and beverage stores41427,6021,882,029 Furniture and home furnishings stores11710,570175,811 Gasoline stations23629,611317,439 General merchandise stores6637,9052,745,084 Health and personal care stores32041,726673,404 Miscellaneous store retailers30017,065265,831 Motor vehicle and parts dealers20725,528409,769 Sporting goods, hobby, book, and music stores9513,088330,303 Grand Total2,309314,1618,646,065 o Current penetration of enterprise- class Wi-Fi is low o Location, customer engagement, and access are becoming key tools to battle online competitors o Managed Wi-Fi is an ideal upsell to current customers

5 o Delivers carrier-class Wi-Fi connectivity for shoppers and staff o Provides secure, anonymous analytics o Offers easy and secure access management o Enables shoppers to opt-in for more services o Creates a new, in-store personalized customer touchpoint o Supports operational systems including PoS, RFID, IP Video, … 5 Ruckus Offers a Complete Retail Marketing Solution RUCKUS PROPRIETARY AND CONFIDENTIAL SAMs SPOT SPoT Ecosystem  Analytics  Mobile apps

6 Simply Better Wireless for Stores and Malls 1.Stronger Wi-Fi signals at longer ranges 2.Adapts automatically to environmental changes 3.Supports more concurrent users per access point 4.Stable connections and faster speeds 5.Highly scalable, centralized management Interference

7 Accelerated Time to Market Efficient use of commodity hardware Operational simplicity Lower opex and capex Multi-tenant option scale Standard and open APIs 8 SCG / vSCG Allow Centralized Management Mobile Devices Ruckus APs Mobile Devices Ruckus APs Store 1…Store n

8 Accelerated Time to Market Efficient use of commodity hardware Operational simplicity Lower opex and capex Multi-tenant option scale Standard and open APIs  Rapid turn-up of new sites  Pricing flexibility  Enable differentiated offers  Deliver reliable service 8 SCG / vSCG Allow Centralized Management Mobile Devices Ruckus APs Mobile Devices Ruckus APs Store 1…Store n

9 o Enables ultra-easy design, management and monetization of Wi-Fi hotspot services o Combines the scale, efficiencies and cost-effectiveness of cloud-based services with best-in- class Smart Wi-Fi products and technology o Scales from large airports, malls and nationwide chains to single store locations o Captures customer demographic and contact information to enable online marketing campaigns Smart Access Management The first cloud-based, carrier-grade Smart Wi-Fi Access Management Service

10 o Industry's first completely cloud-based Smart Wi-Fi positioning service o Works seamlessly with Ruckus Smart Wi-Fi to deliver: o Shopper / staff location analytics o Real time location data o Includes API and SDK for third-party developers o Active SPoT location ecosystem Introducing Ruckus SPoT™

11 o Ruckus SPoT has a large and growing location eco-system o …and can easily integrate with your existing apps o Proven solutions can be customized and integrated for specific Managed Wi-Fi needs SPoT Location Application Ecosystem Retail apps with in-store location and associated store-centric features drive five times more shopper engagement than identical apps without these features

12 Ecosystem: Shopper Traffic Analytics o Unprecedented insight into user behavior o Store/mall traffic optimization based on real-time and historical analytics Shopper count by zone/time Length of stay Repeat customer % Heat maps  Offsets existing expenses o Loyalty offers for repeat customers o Improve new customer traffic

13 o Leverage Wi-Fi access to collect customer marketing data o Name o Demographics o address o Friends Ecosystem: Social Marketing

14 Ecosystem: On-Site Customer Messaging Ruckus SPoT ecosystem partners enable retailers and venue operators to communicate to consumers’ smartphones based on location data while they shop.

15 o Integrate digital ad networks into your shopping mall app o Increase CPM and usage with real time location context o Enable mall-based promotion and advertising opportunities Ecosystem: Advertising

16 o Real time maps o Directions to stores or to specific products in stores o Track searches and shopper path Ecosystem: Shopper Navigation

17 o GPS – outdoor only, loses accuracy indoors o Other Wi-Fi vendors o Most other vendors only offer ‘presence’, which tracks AP-level accuracy o Inadequate for many use cases beyond basic analytics, (OK for QSR/C-stores) o Beacons o Potentially more accurate, but cover a much smaller range o Requires user to activate an application o Low cost, but is a stand-alone infrastructure o Likely to become complementary to Wi-Fi location/analytics to provide more precise locates when specifically needed 17 SPoT vs Alternative Location Options RUCKUS PROPRIETARY AND CONFIDENTIAL

18 Complete Product Line-up For Stores and Malls R300 Entry level n X3, 3-stream dual-band n 7372 Mid-range dual band T300 Mid-range Dual band 7731 Point to point and multipoint bridges INDOOR 6 to 50 Aps SME 50 to 500 APs Mid-range 50 to 1000 APs High end MANAGEMENT OUTDOOR x3:3, 3-stream dual-band Omni or sectorized IP 67 Rated Up to 10K APsvSCG

19 How to Sell Managed Wi-Fi Malls / Big Box Stores QSR / Convenience Stores 19 RUCKUS PROPRIETARY AND CONFIDENTIAL

20 o Single infrastructure for shopper access, store access and operational support including VoWLAN, IP Video signage, and security o 3-5x greater impact from mobile apps o New, in-store/mall touchpoint o Analytics dashboard showing shopper activity and patterns o Sell shopper data to brands o Advertising portal o Opportunity to enable tenant ‘flash promos’ o Social marketing platform o 3G / 4G offload (future) Wi-Fi Offering for Malls and Stores

21 Ruckus SPoT offeringCost 20AP SPoT license $6,000 / Yr Footfall counters Dwell times Repeat vs new Q-Buster (heat-map) dashboard APIs for mobile apps, BI integration Revenue Opportunity $10/month/brand up to $24,000/Yr SPoT ROI Relevant Department Store Marketing Spend o Footfall counters installed today $12,000/Yr o Survey costs for shopper behavior $20,000/Yr o Advertisements (print, digital, coupons..)$100,000/Yr Net profit using SPoT – $18,000 / Year / Store

22 o Initial focus is larger destination malls, typically owned by REITs o Traditionally most marketing staff were at local malls, but central team often charged with Wi- Fi / location solutions o Major care-abouts: o Analytics o SPoT delivers richer data at a much lower cost than current counting techniques o Opportunity to package and sell analytics to brands and mall tenants o Engagement o Creates entirely new targeted, real time marketing platform o Increases relevance and usage of current mall applications o Enhances shopper experience o Wi-Fi performance o Platform that can deliver great customer experience with room to grow o Easy o Future: 3G/4G offload opportunity with Passpoint 22 Selling to Malls RUCKUS PROPRIETARY AND CONFIDENTIAL

23 o US-based mall operator with ~20 malls, all major regional centers o Have limited Wi-Fi in all malls, limited coverage or usage o Deployed new Wi-Fi in one mall to test location-related apps o Failed due to poor Wi-Fi connectivity, inaccurate and inconsistent locations, missing apps o REIT CFO charged with finding a solution for all malls o Common solution, with current capabilities and strong future roadmap o Deployment timing driven by local mall GM and marketing o Looking for complete managed service o No IT staff on premises o Wants to defer costs o Hoping a good solution provider can install and operate solution much less expensively o Deploying trial in one mall wing (6 APs), aiming for decision by September 23 Mall Example RUCKUS PROPRIETARY AND CONFIDENTIAL

24 o Major care-abouts: o Required customer amenity o Analytics o Focus on customer count and duration to do store to store comparisons and AB testing o Ideally with a tool that integrates diverse data, including PoS, weather, … o Brands o Significant opportunity to sell marketing data to major brands o Wi-Fi performance o Not much of an issue – generally a 1 AP hotspot o Some concern with Wi-Fi squatters – need a solution that can limit access during peak hours 24 QSR / Convenience Stores RUCKUS PROPRIETARY AND CONFIDENTIAL

25 Wi-Fi only sees half my customers Yes, but the % using Wi-Fi is increasing and will grow even more rapidly as new standards rollout that automatically move their smartphones to Wi-Fi whenever it is available. It is a faster and lower cost connection option. If you need a full shopper count, we are working with market leaders in that space to integrate their data into the SPoT dashboard, and vice versa I already have Wi-Fi in my store Most in-store Wi-Fi provides only partial coverage and will need to be upgraded to meet shopper demand for connectivity. You can start with trials in stores with little or no existing Wi-Fi and rollout based on the marketing value or as customers swamp existing networks – whichever comes first I’m reading a lot about blue tooth sensors Blue-tooth Low Energy is also a popular location solution. Wi-Fi and Bluetooth are complementary – Wi- Fi can provide deeper insight into individual customers and the overall store, Bluetooth can be more accurate in a specific area. However, Wi-Fi also supports store applications such as POS and digital signage, and can provide network connectivity for shoppers. And BLE requires users to turn on an app. This solution sounds too expensive. Wi-Fi delivers a multi-purpose solution platform. It can eliminate/reduce the need for alternative traffic counting solutions while also providing rich customer data such as duration and repeat customer percent provide a closed loop online marketing capability Enable an in-store touchpoint which at other customers has driven a 5x increase in promotion success and a 16x increase in loyalty program enrollments Sounds complicated – we don’t have IT staff in-store Ruckus Smart Wi-Fi can be delivered via a trusted managed service partner that will plan, design, install and operate your system. Local and/or corporate marketing staff will have access to an easy to use dashboard and, depending on their desired solution, an online, easy to use campaign management/policy engine for customer messaging and promotions 25 Objection Handling RUCKUS PROPRIETARY AND CONFIDENTIAL

26 o Delivers carrier-class Wi-Fi connectivity for shoppers and staff o Provides secure, anonymous analytics o Offers easy and secure access management o Enables shoppers to opt-in for more services o Creates a new, in-store personalized customer touchpoint o Supports operational systems including PoS, RFID, IP Video, … 26 Ruckus Offers a Complete Retail Marketing Solution RUCKUS PROPRIETARY AND CONFIDENTIAL SAMs SPOT SPoT Ecosystem  Analytics  Mobile apps

27 RUCKUS WIRELESS PROPRIETARY AND CONFIDENTIAL Thank You!


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