Intel® Retail Client Manager
At-a-Glance Selling Guide
Intel® Retail Client Manager
At-a-Glance
Retailers, restaurants, hotels, schools
and a wide range of businesses and
organizations are investing in digital
signs, kiosks, POS (point-of-sale) solutions,
vending machines and other touchpoints.
These touchpoints are opportunities to
engage customers, convey information
and hopefully lead to more sales.
•T
he POS is no longer just a place to
process sales—it’s an opportunity to
reach loyal customers with offers and
information that will help them stay
loyal.
•D
igital signs are not just replacements
for printed posters—they are flexible
marketing tools in which to vary
messages based on time of day,
demographics or interactive customer
input.
Frost & Sullivan estimates the
current global market for CMS
software at $244.4 million
and growing at 13.3 percent a
year through 2017. The North
American market represents the
largest single share at 40% and is
growing faster at 15.3%, followed
by EMEA and Asia-Pacific.1
•V
ending machines can dispense products
and show relevant advertising, recognize
loyal customers, and more.
The key to the success of these efforts is
the ability to deliver directed content to
the right people at the right time. That’s
the challenge that Intel® Retail Content
Manager is designed to solve.
What the solution does
Intel® Retail Client Manager (Intel® RCM)
is intuitive, easy-to-use software for
managing digital content across consumer
touchpoints. Simply choose the content,
the location/screen where it should
appear, the time and you are ready to go—
it’s that simple. Intel® RCM is designed to
handle virtually any digital content in any
format—photos, animated graphics, HD
video and much more.
Intel® RCM reduces the time and resources
needed to create, deploy and manage
marketing efforts, eliminating both the
constant printing required by traditional
posters and point of sale materials and
the manual management of content on
digital displays.
• Schedule when digital content will
appear, in what order, on what screen
and for what audience.
• Categorize and filter display screens
based on their location, audience or
other business data/metrics.
• Divide a screen into one or more zones,
each one with its own play list.
• Enable touchpoints to adapt in real time
to changing circumstances, such as
variations in foot traffic or demographic
patterns.
Intel® RCM is provided to customers in an
integrated solution with Intel® Audience
Impression Metrics Suite (Intel® AIM Suite)
which can be used anonymously to gauge
the effectiveness of content by measuring
how much time people spend looking at
displays and also providing breakdowns by
gender and age.
Intel® Retail Client Manager
At-a-Glance Selling Guide
The Market
As businesses deploy more digital
touchpoints, the demand for content
management solutions (CMS) such as Intel®
RCM is growing. Frost & Sullivan estimates
the current global market for CMS software
at $244.4 million and growing at 13.3
percent a year through 2017. The North
American market represents the largest
single share at 40% and is growing faster at
15.3%, followed by EMEA and Asia-Pacific.1
Retailers are increasing their investments
in response to threats from ecommerce and
to meet rising consumer expectations. But
the market is also being driven by declining
prices for LCD screens and other hardware,
as well as significant advances in graphics,
animation, HD video and more. The retail
sector is the largest. Transportation and
hospitality, while smaller in market size, are
the fastest growing.
The Services Opportunity
As you explore sales of Intel® RCM,
keep in mind that there are numerous
opportunities to use it as the basis for
ongoing services for content development
and management as well as to gather
anonymous analytics on customer
demographics and business patterns via
Intel® Audience Impression Metric (Intel®
AIM Suite) and remote management and
maintenance via Intel® Active Management
Technology (Intel® AMT).
Solution Recipes
Are available in The How to Sell Guide
and the solution providers for those
solutions can be found here https://
Usewww-ssl.intel.com/content/www/us/
Case Scenarios
en/retail/network-providers-design.html
You will encounter a range of customers
when selling Intel® RCM-based solutions,
ranging from a complete “greenfield”
situation (i.e., the customer has no current
solution and is not really familiar with what
you are marketing) to customers who have
existing solutions that they are not happy
with, to customers who have existing
solutions and want to move to the next
level.
Situation 1: A customer new to digital
touchpoints
A customer that is completely new to
the idea of digital touchpoints (i.e., digital
signs, POS systems, kiosks, etc.) may be
neutral, indifferent, or possibly negative.
With this customer, it is important to probe
to understand the different ways these
solutions can deliver value; and educate
the customer on the different roles these
solutions can play in his/her business.
Some questions you can use to get the
conversation started include:
• Currently, how are you delivering
marketing and sales information to your
customers on premises (i.e., signs, posters,
fliers, shelf labels)? What is your cost of
producing these materials?
• Do you believe the way you now deliver
marketing and sales information is
effective? Are you reaching customers?
Increasing sales? Creating an effective
customer experience?
• Would it help your business to be able to
easily change your on-premises marketing
information week-by-week, day-by-day,
hour-by-hour? Would you benefit from the
ability to measure how your customers
are interacting with this information?
For example: breakdowns of who looked
at what by gender and age? How many
people are actually in your store at any
given time? How long people spend in
specific areas of your store?
Situation 2: Customer currently using
touchpoints, but not completely
satisfied
You will most likely encounter a customer
that currently has digital touchpoints but is
not completely satisfied. The customer may
not have achieved the increase in sales or
customer engagement that was expected.
Or the customer may be frustrated over
issues such as ongoing management costs
or the ability to coordinate content.
Intel® Retail Client Manager
At-a-Glance Selling Guide
With this customer, it is important to probe
to understand the underlying cause of the
problems as to why the customer is not
achieving his/her goals.
• What are your most important objectives
(e.g., attracting more customers,
increasing sales per customer, lowering
inventory costs?) How did you expect
these solutions to support these
objectives? In what ways have they
succeeded? Failed?
• How is your business changing today?
How have your objectives evolved?
What are the most important trends,
competitive factors and business
conditions that are impacting you?
Situation 3: Satisfied customer looking
to evolve an existing solution
You may find yourself selling to a
customer that currently has digital
touchpoints and is now looking to expand
or evolve the solution. This could be the
result of business change, expansion,
equipment update or an interest in some
specific feature or capability.
With this customer, it is important to probe
to understand the precise nature of the
current disconnects –how is the existing
solution failing to meet current needs?
Since this is potentially an upsell situation,
you will also want to take the opportunity
to position the easy and effective
campaign management tools in Intel®
RCM—with integrated audience metrics
and anonymous analytics of Intel® AIM
Suite as well as the out-of-band remote
management capabilities via Intel® AMT.
• What operational issues have been
the most challenging to you? Creating
and publishing content? Managing and
maintaining the solutions? Calculating
their actual value in promoting sales and
enhancing customer experience?
Some questions you can use to get the
conversation started include:
•T
ell us about how you currently use your
solution and describe how it has met
expectations, exceeded expectations
and/or fallen short of your expectations?
•H
ow is your business changing today?
How are your objectives evolving?
What are the most important trends,
competitive factors and business
conditions that are impacting you?
•T
here are many new capabilities in
today’s solutions. To understand which
ones that might be best suited to you,
tell me what operational issues have
been the most challenging to you?
- Content: What kind of content do you
generally publish and what would you
like to publish?
- Management: How do you manage
and maintain your solutions? What
are your remote capabilities? What
if the operating system fails on a
device—can you repair it remotely?
- Analytics: Do you gather any
analytics on who is viewing your
content, when, for how long, etc.
For more information visit intel.com/retailsolutions
1Frost & Sullivan, 2012 Global Digital Signage Systems Market (NA75-70)
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