Interview • 04.07.2014

"Mobile solutions play an important role in increasing the motivation and productivity of employees"

Interview with Paulo Magalhães, CEO of Tlantic and José Fortunato, COO of Sonae

Paulo Magalhães: Using an app the store employees can perform all their...
Paulo Magalhães: 'Using an app the store employees can perform all their functions without leaving the shop floor'.
Source: Tlantic

By reaching the customer on his won mobile device, a retailer can be close to his customer and give him an extended shopping experience. But there are also mobile in store solutions, enabling such diverse usages as receiving and stock counting, label printing and queue busting. In our interview, Paulo Magalhães, CEO of software developer Tlantic, and José Fortunato, COO of the Portugese retail company Sonae, talk abot the benefits of mobile applications for retailers and customers as well.

Mr. Magalhães, Tlantic offers retailers a mobile App that boosts execution of internal processes and increases efficiency and motivation thereby reaching a higher customer satisfaction. Can you explain how it works?

Paulo Magalhães: More than a mobile App Tlantic offers a range of solutions that are tailor made for the retailer’s specific pain points. More than 80% of our employees have a retail background, so we actually understand and quickly identify the retail pains.

Mobile solutions play an important role in increasing the motivation and productivity of employees. Take the example of our in store solution, an app to enable store operations using mobile devices, from receiving to stock counting, from label printing to queue busting, among others. Using this app the store employees can perform all their functions without leaving the shop floor. For example, stock counting can be performed on the spot, ensuring better stock accuracy and less stock outs.

Another example is the price changing process using mobile printers to print new labels: instead of printing in the back office all the new labels and then trying to found out the product location on the shelves in order to change labels, employees can simply scan each shelf label and, if there is a new price, the application will automatically print a new label that can be immediately posted on the shelf. This functionality not only reduces drastically the effort and time dedicated to the process, but also increases price accuracy.

Another example is the assisted sales solution: your employees no longer need to walk back and forth, from the shop to the back office, because they have all the information they need on their tablet, in their hands. They are free to be
where it is most important: on the shop floor. Closer to the client. And they are free to have easy access to all the information to better serve their clients.

However, as business data migrates from servers, desktops and laptops to mobile devices, these systems need to be brought under the organization’s existing IT systems management strategy. For business continuity, security and compliance reasons, retail organizations need to extend the same robust IT and security policies to mobile devices.

Therefore, Tlantic Enterprise Mobile solution is a multi-device and multi-platform application (iOS, Android, Web mobile) and its open architecture can be easily connected to any back-end systems, allowing CRM & POS full integration. It is highly scalable and evolutionary with seamless integration with the existing IT framework and customer experience, allowing to harmonize the dialogue between business systems and the application, while respecting the most rigorous connectivity, security and performance challenges.

What role do mobile devices play in today’s retail environment? Can a retailer still be successful if he does not use mobile solutions?

Magalhães: The truth is that retail is undergoing a sweeping transformation and the challenge is how to become Mobile with seamless integration with the existing customer experience and IT framework. Customers are more and more demanding and there´s a fierce competition.

We invite the customer to make part of a truly Omni-channel world, allowing them to dialogue with several associated online services and making it easy and enjoyable for the customer to be close to the retailer brand, services and
products. At the end of the day, customer satisfaction is, always, what really counts. And it improves significantly, with visible results in the heightened loyalty and repeated sales. At least this is what our world-wide experience tells us.

What benefits does the use of mobile devices and solutions in retail have for the customers?

Magalhães: Several benefits. But the most important one is to actually be able to be close to your customer, and give him an extended shopping experience. A pleasant and helpful one, regardless of the channel he chooses to use. Where they can actually build their shopping lists on their way home and share it with their girlfriend/boyfriend. Where they don’t need to worry anymore about bringing physical coupons because they can use the digital ones anytime, anywhere.

Where they can always check on their loyalty card balance and have access to personalized discounts, considering their customer profile. People rarely forget their smartphones. So what we offer is actually a magical retailer-customer link.

Mr. Fortunato, do you as a retailer still need to use high-priced specialised mobile devices like scanners for the various in-store applications, or can he reach the same effects by using consumer devices like tablets and Smartphones. Is it only a question of the right software application?

José Fortunato: We believe that for some environments like a grocery store or a warehouse and for intensive usage, we still need to have professional rugged devices, with long battery life. However we understand that for client facing functions, like an assisted sale, and especially on fashion or consumer electronics stores there is a need to use more appealing consumer devices. A second generation of professional devices is coming, not so highly priced and with better looking, that are half way to consumer devices, and we are already using them.

Consumer devices can run all the functionalities a retailer needs. The secret lies in the ability to have the best software solution, the features that best serve the retailer interests, the type of usage and even the “wearability” of the device. Together with Tlantic we study all of these axes when we are defining a new app in order to choose the best solution

How do mobile devices help you and your employees with the daily work?

Fortunato: Through the implementation of Tlantic InStore solution, Sonae has substantially increased its productivity. The solution - used by more than 25,000 employees who perform about one million transactions daily, within a total of 15 operational activities - allows an immediate response to multiple tasks without having to leave the workplace, and especially without having to get away from the customer, on the shop floor.

Having information available where and when needed allowed us to improve and enhance the performance of employees through a technology that ensures a 360-degree view of the business. This centralization of information was as a strong turning point for business success. The implementation of the InStore solution raised the operations to a new level. The information is available where and when needed so employees can use their time efficiently. This is undoubtedly a tool that has improved 100 percent the daily work of the entire structure.

How can mobile devices help to create a better link between the different sales channels?

Fortunato: Mobile devices are taking the retail industry by storm. Retailers are increasingly embracing mobile services and applications to better engage with customers on the showroom floor and improve the customer experience. Powerful new mobile devices from smartphones to tablets enable these new marketing and sales channels. The comprehensive variety of different channels and touch points demands high interoperability allowing customers to visualize an item at the online shop, buy it through its smartphone and, if it does not correspond to expectations, to be able to return it at a physical store.

On the other hand, by being already widely used, mobile devices centre the attention to the customer into the software, vanishing the retailer’s issues with equipment, compatibility, costs, and many other items that were deviating its attention from customers.

Interview: Daniel Stöter, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Thumbnail-Photo: British consumer behavior: ethical and Instagrammable...
06.08.2019   #marketing research #customer analysis

British consumer behavior: ethical and Instagrammable

Report tracking spending across major consumer markets

As Brexit rumbles on, British consumers continue to spend on brands and businesses that successfully tap into the Holy Trinity of current consumer behavior: the ‘experience economy’, the booming health and wellness movement, and the ...

Thumbnail-Photo: Implementing new ideas: Design thinking in the retail world...
29.04.2019   #customer satisfaction #trend research

Implementing new ideas: Design thinking in the retail world

Focus on customer expectations

It may be uncomfortable at times – but a change in perspective can help businesses to implement new ideas and successfully complete ongoing processes. Design thinking is a customer-centric approach that can help in this endeavor.“What do ...

Thumbnail-Photo: The customer is always right? Two customers might spell trouble!...
09.05.2019   #consulting #brick and mortar retail

The customer is always right? Two customers might spell trouble!

How salespeople can handle customers who bring company along

Customers rarely shop alone. Most of them shop with family or friends. The other person might not always be in a good mood, patient or friendly. Can the salesperson simply ignore the other person in these instances? How should he or she handle this ...

Thumbnail-Photo: Rewarding customers for sustainable shopping...
29.07.2019   #sustainability #loyalty cards

Rewarding customers for sustainable shopping

Koin Rewards & Fidel bring loyalty and card-linking together

Koin Rewards, the ethical rewards platform built on the blockchain, announced that it has partnered with card linking API Fidel to build a responsible and sustainable rewards program for shoppers.Koin Rewards is working with Fidel to build a ...

Thumbnail-Photo: Over fifty retailers demand chancellor fix business taxation...
20.08.2019   #brick and mortar retail #financial accounting

Over fifty retailers demand chancellor fix business taxation

High Street chains and shops sign a letter over business rates

Over fifty major retailers have come together to demand the Government takes action to fix the broken business rates system. In a letter to the new Chancellor, Sajid Javid, retailers called on the Government to put business rates at heart of the ...

Thumbnail-Photo: Digital food retail: customers expect more personalization...
07.06.2019   #personalization #food delivery service

Digital food retail: customers expect more personalization

New research sponsored by precima shows retailers must act quickly to develop a detailed understanding of shopping missions.

The fast-changing dynamics of the food retailing environment continue to challenge companies to keep pace with fast-changing shopper demands. The latest of these shifting shopper requirements involves their behavior on digital platforms and is ...

Thumbnail-Photo: Post-purchase communication: Well-informed customers are happier...
21.05.2019   #customer satisfaction #customer relationship management

Post-purchase communication: Well-informed customers are happier

Shipment tracking options and convenient returns management solutions

Harald Mösel from b.telligent asserts that retailers can set themselves apart from the competition with positive, unique post-purchase experiences. In this interview, he illustrates how companies can utilize post-purchase communication to ...

Thumbnail-Photo: Return on experience: The new kind of customer loyalty...
12.08.2019   #customer satisfaction #customer retention

Return on experience: The new kind of customer loyalty

US retailers benefit if they keep pace with rapid rise in customer expectations

New research conducted by alternative payments provider Klarna across 2,000 US consumers and 250 retail decision makers, reveals that retailers are struggling to retain their customers as consumers today increasingly have zero tolerance for a poor ...

Thumbnail-Photo: Stores with employee background checks favored...
17.06.2019   #security #customer satisfaction

Stores with employee background checks favored

Sterling’s 2019 ‘Retail Industry Screening’ survey

Sterling, expert in background and identity services, today released the results of its 2019 ‘Retail Industry Screening’ survey. An inaugural initiative, the survey examines Americans’ perspectives, experiences and concerns related ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln