Retail Sales Playbook
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Retails Sales Playbook
TABLE OF CONTENTS
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
RETAIL INDUSTRY TRENDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
ACCOUNT TYPES AND AVAILABLE MARKET . . . . . . . . . . . . . . . . . . . . 11
BUYER ROLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
SALES PLAYS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
SOCIAL SELLING TIPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
SUCCESS STORIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
SPECTRALINK SOLUTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
PARTNERS OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
COMPETITIVE & SALES DEAL INTELLIGENCE . . . . . . . . . . . . . . . . . . 33
APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Copyright © 2016 All rights reserved. Spectralink confidential and proprietary information for internal use only. No unauthorized copying or distribution permitted.
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Introduction
The retail industry sells a wide range of products to consumers and businesses. The biggest sectors in the industry include grocery,
apparel, hardware, household goods, office supplies and automobiles. Retailers include national and regional chains, franchisees and
independent shops.
Globally, retail sales in both online and in-store are projected to grow from $22 trillion in 2014 to $28 trillion in 2018.1 Retail and wholesale
services account for 27% of U.S. GDP, and 11% of Europe’s GDP. Retail growth is forecasted in both U.S. and Europe, meaning retailers
will continue to invest in new tools and technologies.
ACROSS THE 250 LARGEST RETAILERS GLOBALLY, THE FOLLOWING REGIONAL SUB-SECTOR TRENDS APPLY:3
Of the 250 largest retailers in the world, 37% are in Europe, 35% in North America and 21% in the Asia Pacific. On a revenue basis, North
America accounts for 45% of total industry revenue with Europe providing the next 39%, Asia Pacific 13% and only 3% coming from the
rest of the world.3
2015 NORTH AMERICAN RETAIL SUB SECTOR TRENDS
27%
23%
14%
10%
9%
6%
6%
5%
Hypermarket/Supercenter
Superstore
Home Improvements
Supermarket
Department Stores
Drug Store/ Pharmacy
Apparel
Electronics Stores
Other
https://nrf.com/news/2016-top-250-global-powers-of-retailing
2015 EMEA RETAIL SUB SECTORS TRENDS
30%
26%
14% 15%
6%
3%
1%
3%
2%
Hypermarket/Supercenter
Superstore
Home Improvements
Supermarket
Department Stores
Drug Store/ Pharmacy
Apparel
Electronics Stores
Discount Stores
Other
https://nrf.com/news/2016-top-250-global-powers-of-retailing
The U.S. industry is forecasted to grow at an annual compounded rate of 5% between 2015 and 2019.4 In Europe, the forecasted growth of retail
is expected to be lower than in the U.S., with the UK forecasting retail industry growth in 2016 and 2017 to be less than 2% per annum.5 Germany
is expected to see a slightly higher level of retail sales growth at 2.5% in 2016.6
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Retail Industry Trends
The Retail Industry
To understand the current state of the retail industry, we have to look closely at the trends driving and, in some cases, disrupting
modern retailing. Understanding these trends will ultimately help you connect Spectralink’s solutions to compelling value
propositions.
Retail industry business drivers
MODERN RETAILERS HAVE TWO PRIMARY BUSINESS OBJECTIVES:
1.Deliver a better customer experience
2.Improve operating efficiencies to drive margin
As retailers pursue these objectives, there is a common set of concerns they are facing.
■■ Data security
■■ Data analytics and management
■■ Supply chain and inventory management
■■ Staff utilization and effectiveness
■■ Marketing and loyalty
■■ Loss prevention and in-store safety
Each of these areas will require the implementation of specific business initiatives to help address these concerns, and Spectralink
devices and application solutions can help enable these initiatives.
Retail industry business initiatives
► PAYMENT CARD INDUSTRY (PCI) COMPLIANCE FOR DATA SECURITY
PCI compliance is being conducted globally and most major retailers are in the process or have already installed chip readers at
the point of sale. Retailers are also conducting other enhancements to ensure customers transactions and data collected remain
secure. For example, retailers are replacing personal mobile devices with enterprise devices on the retail floor to avoid skimming.
Skimming is when an employee uses a personal mobile device to steal data while handling customer cards for payment.
“
7% of IT executives surveyed consider managing data security to be one of their top 5
9
considerations in 2015.7
”
► ENABLING MOBILE POINT-OF-SALE (POS)
mPOS systems create a wide range of opportunity for retailers. Mobile devices can be enabled to track inventory, issue reorder
alerts, track supply and demand analytics for improved supplier negotiations, enable customer check out from anywhere in the
store, and equip employees with product content, cross-selling suggestions and enterprise inventory visibility to improve sales.
Nordstrom, for example, has successfully deployed more than 6,000 mobile, PO-enabled devices throughout their 117 full-time
stores.8 Additional retailers like JCPenney, Sephora, and Kingfisher have all implemented mPOS systems and will continue to hone
their application sets and offerings.
► UPGRADING E-COMMERCE SYSTEMS
Nearly 58% of respondents to a recent Internet Retailer survey planned to upgrade their e-Commerce software within two years,
including about a quarter that were already re-platforming.9
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► CREATING NEW IN-STORE EXPERIENCES AND SERVICES
Online shopping has changed the brick-and-mortar experience and retailers are adopting new techniques to engage customers and
ensure the brick-and-mortar store remains relevant and cost effective. Some of these initiatives include Buy Online, Pick Up
In-Store (BOPS), offering localized product inventory, and retailers like Tesco are testing the “endless aisle” where a new type of
digital signage displays all of a store’s products so customers can purchase them without having to walk around the store.
► ENABLING A UNIFIED COMMUNICATION (UC) SYSTEM
UC integrates separate modes of communication into a single, combined user experience. Email, text, voice and web solutions
work seamlessly in one interface, enabling communications anytime, anywhere and on any device so the right people can be
contacted at the right time. For example, in retail, the majority of customer questions are inventory-related. When a shopper can’t
get immediate answers to their questions, stores miss out on a sales opportunities and the customer is far less likely to return. By
minimizing time spent on information searches, retailers allow employees to focus on customers. By 2018, it is estimated that cloud
PBX and UC services will become a $12 billion market.10
► IMPLEMENTING PRODUCT INFORMATION MANAGEMENT (PIM) AND MASTER DATA MANAGEMENT (MDM) SYSTEMS
Best Buy, Target, Sears, Elgiganten, Marks & Spencer, and John Lewis are all retail brands using PIM/MDM software. These
systems help retailers better manage product data, improving supply chain operations and ensuring product information is
consistent regardless the channel.
► INTEGRATING DISTRIBUTED ORDER MANAGEMENT (DOM) SOFTWARE AND APPLICATIONS
Just 20% of retailer respondents are using up-to-date technology for real-time inventory visibility, 24% for distributed order
management and 16% for multi-channel fulfillment. The majority agrees that the ultimate goal is to migrate to a single, flexible
platform capable of managing the overall business. By providing a centralized order orchestration hub, a DOM system has the
capability to provide a real time view of all of a customer’s purchases across all of the seller’s channels. In this way, distributed order
management becomes a key enabler of increased supply chain efficiency in addition to an improved customer experience.11
► IMPROVING THEFT PREVENTION TECHNOLOGIES AND MONITORING SYSTEMS
The Global Retail Theft Barometer reported a total loss of $42 billion for the industry.12 Retailers are turning to inventory
management systems and surveillance as key sways to control shrinkage. Further, technologies have moved to mobile applications
so that store managers, employees and security can all have eyes and ears on the floor.
► ENABLING RADIO FREQUENCY IDENTIFICATION (RFID) TECHNOLOGY
While still slow in adoption, Frost & Sullivan finds that sales of RFID readers, tags and software to the retail sector will grow from
$738 million in 2014 to $5.409 billion in 2020, reflecting a compound annual growth rate (CAGR) of 38.9 percent.13 RFID tags will be
key in helping retailers manage inventory on the sales floor, reduce shrinkage and help on the supply chain side as well.
“
FID enables frequent [inventory] counting, which enables inventory accuracy. You can’t be
R
great at omni-channel without having high confidence at the store level, at the size and color
level,” said Bill Connell, Macy’s senior VP of logistics and operations.14
”
► UPGRADING MERCHANDISE PLANNING SOFTWARE
65% of retailers plan to upgrade or replace their merchandise planning systems within two years, as most planning systems can’t
currently support a complex omni-channel environment.15
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Key industry disruptors
Retail executives are pursuing these objectives and business initiatives in response to a changing retail environment. We have identified
four key global disruptors in the industry.16 Understanding these disruptors and how they impact the market helps you understand the
context that your customers are working in.
THE EVOLVING ROLE OF THE STORE
Although e-Commerce sales are soaring, only 15% of consumers opt to shop exclusively online,
according to a survey from Forrester and RetailNext.17 Thus, retailers will continue to focus on
improving the in-store experience. For example, Target recognized the need to improve its brickand-mortar store experience by improving merchandising and supply chain efficiencies, updating its
appeal to Millennials, and revamping store layout and design.18 More and more the store is becoming
a showroom for shoppers to see and touch the actual product before searching for the lowest price
online and placing the order. Even traditionally online-only retailers like Amazon are opening brickand-mortar stores, stocked with inventory based on consumer reviews and pop-up stores to coincide
with key retail events like Fashion Week.
MOBILE AND RELATED TECHNOLOGIES
Mobile devices can now be used to make purchases, compare prices and locate stores. Consumers
can now use their phones to use coupons, access loyalty programs, scan QR codes and receive or
provide recommendations for a particular purchase. Phones are used to help make a purchasing
decision if not to actually make the purchase19 in the store, thus mPOS is becoming more popular
with retailers. A report by Infogroup indicates that the number of retailers using mobile POS systems
will triple by 2018.20 And because consumers are using their mobile devices throughout the shopping
journey, they also expect retailers and their employees to help enable their journey via mobile devices,
like providing real-time inventory availability and selection information, and then completing an online
order on their behalf.
THE PROLIFERATION OF SOCIAL MEDIA NETWORKS
Interacting through social media has become a way of life, globally. More than 52% of global respondents
to the Price Waterhouse Coopers survey indicated that they regularly use Facebook as part of their
shopping experience.21 This is forcing retailers to learn how to navigate this social media landscape.
Retailers have to optimize their mobile web presence, improve search engine rankings and know how
to use different digital platforms to optimize the overall shopping experience with their brands.22 It also
requires retailers to get carefully track consumers actions and share information across platforms to
provide a seamless experience across all of these experiences.
DEMOGRAPHIC SHIFTS TO ‘DIGITAL NATIVES’
Shoppers aged 18-24 interact with retailers via social media for everything, from following favorite
brands, to discovering and researching brands, to purchasing directly through social media. These
interactions tend to lead to these shoppers spending more on products, relative to non-digital natives.
Therefore, retailers not only need to have a social media presence, but they must be able to engage
with these digital natives in the moment. More and more, this is occurring on a mobile device, which
digital natives prefer. However, a great deal of economic power still resides with the older population.
Therefore, retailers need to continue to engage those shoppers in the way that they are most
comfortable with, which tends to be more traditional in-store customer services such as couponing or
rewards programs.23
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WHAT THIS MEANS TO SPECTRALINK
The result of these disruptors is an omni-channel model in which the physical and online stores converge. Retailers must provide
consumers with an always on, always available shopping experience. In order to do this, retailers are going mobile, equipping their
employees with mobile devices and services, and using their physical stores as distribution hubs to expedite the supply chain process.
Coordination is critical for retailers to succeed with these new programs and distribution models. Spectralink devices can be a key
enabler of this coordination by providing rich voice communication and a mechanism to broadly distribute messaging, workflow,
inventory and supply chain applications to employees.
The Omni-Channel
This infographic illustrates how each disruptor fuels the omni-channel model and mobile technology intersects each experience and interaction.
DIGITAL PRODUCTS
AND MOBILE SERVICES
FULFILLMENT
$$
CUSTOMERS DEMAND
AN ALWAYS-ON,
ALWAYS-OPEN EXPERIENCE
INVENTORY
MANAGEMENT
CUSTOMER DATA
AND ANALYTICS
Spectralink can help ensure reliable communications throughout the retail value chain. With our network coverage and voice quality, we
can help them enable their employees with mobility at any point in their business without losing connectivity with colleagues or external
callers. Warehouse and stocking functions will appreciate the reliability and durability of our handsets. In addition, our barcode scanning
capability facilitates the tracking and routing of inventory through the supply chain. Additionally, PIVOT™ can support an array of
applications to enable retailers to deliver improved customer service and support.
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Spectralink Enables the Omni-Channel
Doing well in the initiatives discussed above drives increased profits and overall competitiveness of a retailer. As Spectralink solutions help
enable the omni-channel consumer experience, we are uniquely positioned to offer the physical interface for mobile solutions that increase
communication and information delivery to support these initiatives.
WE DELIVER ESSENTIAL VOICE QUALITY IN MOBILE COMMUNICATIONS
Retailers will rely on the voice quality and reliability of the Spectralink Voice Quality Optimization (VQO) solutions to make sure that
communications with customers and between associates is clear and never dropped. This will be key to maintaining customer loyalty and
to facilitating workflow efficiencies across all retail types.
WE TIE THE STORE TO THE WAREHOUSE
The central warehouse is critical to success in many retail verticals, including grocery, big box and automotive parts stores. Mobile
communications, workflow applications and automated alerts have a direct and positive impact on inventory distribution workflows to
improve both the customer experience and the bottom line.
Warehouse managers will appreciate the reliability and durability of the handsets. The ability to check stock-levels in the warehouse or at
other locations through the barcode scanner will facilitate inventory management.. Employees have access to calls without interruption.
This is key to efficient fulfillment and return processes, which again increase customer loyalty.
WE INTEGRATE SEAMLESSLY WITH THIRD-PARTY SOLUTIONS
Retailers with brand-specific loyalty apps, mobile point-of-sale apps or other applications to facilitate employee responsiveness and
productivity will appreciate the fact that the Spectralink solutions are flexible and can integrate seamlessly with non-proprietary third-party
solutions and that Spectralink has systems and processes in place to audit, vet and effectively integrate with new application vendors.
This ensures that retailers can use existing applications, so employees always have access to promotional pricing, product information
and customer information anywhere on the selling floor. When employees have this information, they are able to engage in a consultative
sell, provide the best pricing, help the customer and provide checkout from anywhere in the store, and ultimately deliver a better customer
experience – which enhances loyalty to a store.
WE PROVIDE SECURE COMMUNICATIONS
In order to protect customer information, Spectralink devices work with third-party security applications vendors to provide Secure
Enterprise Messaging will be valuable to retailers. The ability to restrict message copying and distribution outside the facility, to control the
message lifespan, and to encrypt and self-destruct after a pre-set period all ensure data security for retail customers.
Similarly, safety within the store is key to ensuring a good customer experience while optimizing workflow efficiencies. The ability to quietly
notify security personnel of risks through secure messaging helps reduce shrinkage while maintaining a quiet store environment where
only those who need to know of a risk are aware of it and can then intervene accordingly. The safety features of the panic and built-in
motion detectors and push-to-talk features ensure that security guards and others who work in the warehouse are safe and have a means
of communicating the need for help in any situation.
Because the solutions communicate across devices and platforms, are flexible enough to work with existing third-party applications, and
can use existing PBX and Wi-Fi infrastructure, the investment needed to implement the solutions can be minimized. This is critical in a
time when IT budgets are constricted and senior IT executives now have to leverage existing systems to keep innovating.
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Additional trends impacting the retail industry
There are several other related trends in retailing that help support the Spectralink value proposition. These include:
■■ Economic pressure
■■ Seasonal shopping
■■ Employee turnover
■■ Employee theft and shoplifting
■■ Injury
■■ Information security
Economic pressure: Retail industry growth is dependent on the strength of the economy – including interest rates, consumer spending
and commodity prices. Senior retail executives face increasing economic pressure to maintain growth and profits. Further, senior IT
executives now have margin responsibility, which means they must leverage technology and systems to foster innovation.29
The retail industry is also facing concentration through mergers and acquisition as a means of growth. Large companies dominate the
market as suppliers favor them with volume discounts. One of the biggest examples is Walmart’s acquisition of Asda in the UK.
WHAT THIS MEANS TO SPECTRALINK
Spectralink solutions are flexible; they can integrate seamlessly with non-proprietary, third-party solutions and can use existing Private
Branch Exchange (PBX) and Wi-Fi infrastructure. This minimizes the investment needed to implement our solutions and provides
investment protection in uncertain economic environments. Further, interoperability helps companies quickly and seamlessly merge
acquired companies into their operations.
Seasonal shopping: Holidays, back-to-school, or other events affect retail cash flow and business operations. During seasonal
fluctuations, retailers often hire more staff to accommodate increased shopping demand. This requires training on processes and
technology. Retailers are reluctant to bring in new technology during these seasonal shopping increases. This pause in the technology
review lengthens the sale cycle and should be considered in your account and opportunity planning.
Employee turnover: In many countries, retail is the largest employer; however, wages and the skill-set required of the workers is typically
low. Therefore, turnover tends to be high. Recruiting and training occurs constantly but is also disruptive and costly. Inadequate staffing
results in poor customer service and diminished customer satisfaction. Retailers also rely heavily on part-time help because of the
fluctuation of sales volume throughout the week, time of day or season. In a survey of New York City retail workers, almost 60 percent of
respondents reported that they were hired as part-time, temporary, holiday or full-time flex.30 In addition, a study of 11 European countries
found that just over one-third of all sales and shop workers worked part-time.31
WHAT THIS MEANS TO SPECTRALINK
Our wireless device design and feature sets are familiar and are coupled with user-friendly applications. Spectralink can help quickly
onboard new employees. Their productivity scales quickly when they are provided with access to promotional pricing, product
information and customer information anywhere on the selling floor. Spectralink reduces costs, and improves communications and
staff availability. Plus, customers will see better service and responsiveness.
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Employee theft and shoplifting: Employee theft accounts for 45% of losses and shoplifting accounts for 35% of losses.32 Retailers have
to implement cost-effective solutions to keep this from increasing and undermining profitability.
Injury: Because of lifting-related injuries related to stocking, the retail industry has higher injury rates than other sectors. For example, the
retail sector injury rate in the U.S. is about 20% higher than the national average. Non-fatal workplace injuries amounted to nearly $62 billion
in direct U.S. workers compensation costs. This translates into more than a billion dollars a week spent by businesses on these injuries.33
Information security: Retailers often access and store confidential customer information through loyalty and credit card payments. The
recent security breaches of 2014, such as Target Stores in the US, have put the need to protect customer data at the forefront of the retailer’s
business initiatives. The average cost paid for each lost or stolen record containing sensitive and confidential information is $165/per record.34
But this cost must come out of the operating budget, which restricts the funds that are available for innovation.35 Interestingly, the growing
number of data breaches at U.S. retailers is due in part to mandatory data breach disclosure laws which require them to notify their customers
and other parties when a breach occurs. Europe and other countries do not have these laws in place, so breaches tend to be more hidden.
However, EMEA-based retailers like Moonpig, Morrison’s Supermarkets and T-Mobile have also experienced recent breaches.36
WHAT THIS MEANS TO SPECTRALINK
Security and safety are built into Spectralink solutions. Operationally, they help provide safety in the store by giving associates the
capability to quietly notify security personnel of risks so they can react without disrupting the customer shopping environment. Safety
features, including panic and built-in motion detectors, can quickly summon emergency personnel. Secure enterprise messaging
restricts message copying and distribution outside the facility to protect customer information. The ability to own and control key
communications devices gives retailers the ability to implement critical control to manage information security risks. Spectralink
devices can be configured and managed to address a variety of risks. Unlike BYOD devices, Spectralink phones remain the property
of the retailer and limit significant concerns around data privacy.
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Account Types and Available Market
In this section we will review the major sub-sectors of the retail industry. Each sector has unique needs for their specific products and
store/dealer layouts that drive communication needs. You should consider all the retailer prospects in your territory by type to understand
how to best approach them.
We’re providing a snapshot of the top 10 retailers from the top 250 list here. The full list is in the appendix.
THE SWEET SPOT FOR SPECTRALINK
Large retail environments of more than 20,000 square feet and revenues between 15M and 1B.
The retail market is very large globally, with a high degree of concentration in the largest retail providers but a very long tail of smaller
providers. Overall, the top 10 retailers in the world account for 30% of the retail sales volume of the top 250 retail companies globally.44
FY2014
RETAIL
REVENUE
GROWTH
FY2014
NET
PROFIT
MARGIN
FY2014
RETURN
ON
ASSETS
FY 20092014
RETAIL
REVENUE
CAGR*
#
COUNTRIES
OF
OPERATION
% RETAIL
REVENUE
FROM
FOREIGN
OPS.
TOP
250
RANK
NAME OF
COMPANY
COUNTRY
OF ORIGIN
FY2014
RETAIL
REVENUE
(US $ MIL)
1
Wal-Mart Stores Inc.
U.S.
485,651
2.0%
3.5%
8.4%
3.5%
28
28.3%
2
Costco Wholesale
Corporation
U.S.
112,640
7.1%
1.9%
6.3%
9.5%
10
28.6%
3
The Kroger Co.
U.S.
108,465
10.3%
1.6%
5.7%
7.2%
1
0.0%
4
Schwarz
Unternehmenstreuhand KG
Germany
102,694e
7.2%
n/a
n/a
7.7%
26
59.2%
5
Tesco PLC
U.K.
99,713
-2.1%
-9.3%
-13.0%
1.8%
13
30.0%
6
Carrefour S.A.
France
98,497
-0.3%
1.8%
3.0%
-2.8%
34
52.7%
7
Aldi Einkauf GmbH & Co.
oHS
Germany
86,470e
6.6%
n/a
n/a
6.8%
17
57.1%
8
Metro Ag
Germany
85,570
-4.0%
0.3%
0.6%
-0.8%
32
59.3%
9
The Home Depot Inc.
U.S.
83,176
5.5%
7.6%
15.9%
4.7%
4
10.2%
10
Walgreen Co.
U.S.
76,392
5.8%
2.7%
5.5%
3.8%
2
1.5%
TOP 101
$1,399,267
3.2%
1.9%
4.3%
3.8%
16.72
31.5%
TOP 2501
$4,476,624
4.3%
2.8%
4.3%
4.9%
10.42
23.4%
TOP 10 SHARE OF TOP 250 RETAIL REVENUE
29.9%
Spectralink solutions are especially effective in large retail environments (> 20,000 sq. ft.), where communication can be challenging
between employees and where it can be difficult to respond quickly to customer requests. Let’s look further at the top retail account types.
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Grocery/Supermarket
THE TOP 15 GLOBAL GROCERY/ SUPERMARKET RETAILS INCLUDE:
COMPANY
COUNTRY OF ORIGIN
REGION
2014 RETAIL
The Kroger Co.
U.S.
North America
$108,465
Tesco PLC
U.K.
EMEA
$99,713
Edeka Group
Germany
EMEA
$60,960
Rewe Combine
Germany
EMEA
$51,168
Koninklijke Ahold N.V.
Netherlands
EMEA
$43,566
ITM Développement International
(Intermarché)
France
EMEA
$38,164
J Sainsbury plc
U.K.
EMEA
$37,832
Safeway Inc.
U.S.
North America
$36,330
Publix Super Markets Inc.
U.S.
North America
$30,802
Delhaize Group SA
Belgium
EMEA
$28,395
Wm Morrison Supermarkets PLC
U.K.
EMEA
$27,531
AB Acquisition LLC (now Albertsons
Companies Inc.)
U.S.
North America
$27,199
Système U, Centrale Nationale
France
EMEA
$25,004
Coop Group
Switzerland
EMEA
$24,696
Mercadona S.A.
Spain
EMEA
$24,515
H.E. Butt Grocery Company
U.S.
North America
$22,600
In the U.S. (2011) 45 212,000 food stores sold $571 billion in food
and non-food items:
■■ 91% = traditional food stores
■■ 5.5% = convenience stores without gasoline
■■ 3.4% = specialized food stores
Sales increased in 2010 and 2011 by only .08% due to increased
competition from nontraditional food retailers (warehouse clubs,
supercenters, drugstores and pharmacies, and other retailers as
consumers economized on food spending during the 2007-2009
recession).
The 20 largest food retailers account for 63.8% of U.S. grocery
sales. Mergers and acquisitions in 2013 were at highest levels
since 2007.
In Europe, Germany ($260B), France ($238B) and the UK ($212B)
are the three largest national markets and only follow the U.S.
in global market size.46 The Grocery Store market in Europe
is expected to see additional consolidation over the next 10
years, resulting in about half of the total number of large retailers
participating in the market.47
Across Europe, the Grocery Store market varies greatly by both
the household purchasing capacity and the associated size and
growth of the national markets: 2013 to 2018 compound annual
Grocery Store market growth:48
■■ UK: 4.0%
■■ Spain: 3.8%
■■ France: 2.7%
■■ Germany: 2.1%
■■ Italy: 2.1%
These five country level markets in Europe are also different in
terms of concentration, which create different opportunity types by
country. Percent of market share in the top three providers:49
■■ Germany: 60% (Edeka, Lidl, Rewe)
■■ UK: 54% (Tesco, Sainsbury’s, ASDA)
■■ France: 47% (Carrefour, E Leclerc, Intermarche)
■■ Spain: 47% (Mercadona, El Corte Ingles, Carrefour)
■■ Italy: 20% (Coop, Conad, Auchan)
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Big Box & Department
THE TOP 15 GLOBAL BIG BOX AND DEPARTMENT RETAILERS INCLUDE:
COMPANY
COUNTRY OF ORIGIN
REGION
2014 RETAIL
Wal-Mart Stores Inc.
U.S.
North America
$485,651
Tesco PLC
U.K.
EMEA
$99,713
Carrefour S.A.
France
EMEA
$98,497
Groupe Auchan SA
France
EMEA
$69,622
Casino Guichard-Perrachon S.A.
France
EMEA
$64,462
Centres Distributeurs E. Leclerc
France
EMEA
$48,573
Loblaw Companies Limited
Canada
North America
$37,812
Sears Holdings Corporation
U.S.
North America
$31,198
Macy's Inc.
U.S.
North America
$28,105
Migros-Genossenschafts Bund
Switzerland
EMEA
$25,609
Kohl's Corporation
U.S.
North America
$19,023
Marks and Spencer Group plc
U.K.
EMEA
$16,641
Meijer Inc.
U.S.
North America
$15,700
Coop Italia
Italy
EMEA
$14,860
El Corte Inglés S.A.
Spain
EMEA
$14,639
In the U.S.50 these retailers had $166.1 billion in revenue in 2014
and annual growth of -4.1% from 2009 to 2014. These stores
occupy huge physical spaces (greater than 50,000 sq. ft.) and offer
a variety of products. They achieve economies of scale by focusing
on sales volume; profit margins on products are low. Their annual
growth 2014-2019 is projected to be -1.4%.
Mergers and acquisitions continue to consolidate the market. And
the market is expected to continue to decline for two key reasons:
■■ As consumer confidence and disposable income increase,
In Europe, Big Box stores are known as Department stores while
retailers such as Costco are known as bulk-buy or wholesale
stores. These are newer to Europe than the U.S. because of real
estate constraints in city centers. Hypermarket stores are primarily
grocery supermarkets that may also sell additional items, such
as clothes, limited electricals, garden, and furniture. They tend
be smaller in Europe compared to those in the U.S., at less than
6,500 square meters. Carrefour is one of the leading hypermarket
providers in Europe.
people are more likely to shop at traditional retail outlets where
they expect more personalized service and support
■■ While a few companies like Target and Walmart have shifted
toward supercenters that address all needs, including grocery,
most Big Box and Department store segments are moving to
smaller, more localized store offerings.
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Home Improvement
COMPANY
COUNTRY OF ORIGIN
REGION
2014 RETAIL
The Home Depot Inc.
U.S.
North America
$83,176
Lowe’s Companies Inc.
U.S.
North America
$56,223
Groupe Adeo SA (Leroy Merlin)
France
EMEA
$19,541
Kingfisher plc (B&Q, Brico, Depot,
SkrewFix, Castorama)
U.K.
EMEA
$17,954
Tengelmann
Warenhandelsgesellschaft KG (OBI)
Germany
EMEA
$10,423
Menard Inc.
U.S.
North America
$9,900
The Sherwin-Williams Company /
Paint Stores Group
U.S.
North America
$6,852
Bauhaus GmbH & Co. KG
Germany
EMEA
$6,589
HORNBACH-Baumarkt-AG Group
Germany
EMEA
$4,347
RONA Inc.
Canada
North America
$3,712
The global DIY/Home Improvement retail market, which includes
home centers and hardware stores, generates about $550 billion
in annual revenue. Leading regions include North America, about
60% of the market and Europe, about 33%.51 In the U.S.,52 the
top retailers had $156 billion in annual revenue and annual growth
from 2010 to 2015 of 3.8%. There are approximately 22,000
establishments (single-location companies and units of multilocation companies) that employ 626,062 people across the U.S.
Increasing consumer investment in remodeling is expected to
boost growth and sales.
Spending per capita on do-it-yourself products is highest in the
U.S., Norway, New Zealand, Germany, Luxembourg, Austria,
France and Canada. However, many retailers are looking to grow
by investing in emerging markets such as Eastern Europe, Russia,
North Africa and South America.53
Home Depot and Lowe’s account for the majority of U.S. industry
revenue, and in Europe B&Q, Brico, Castorama, Depot, Leroy Merlin,
OBI, and SkrewFix dominate the market. Market concentration and
homogenous product lines lead to high levels of price competition and
low margins. High consumer confidence and an improved economy
position the industry to grow in the next five years.
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Automotive Parts
These retailers sell new and used automotive parts and accessories,
repair automobiles and install automotive accessories. In Europe,
parts and accessories for the automotive after-market is around €8
billion.54 In the U.S.55 these companies had $52 billion in revenue
in 2015 with 1.0% annual growth from 2010 to 2015. They operate
17,224 stores with 320,510 employees.
The top automotive parts retailers in the U.S. include:
■■ Advance Auto Parts
■■ Auto Zone Inc.
■■ Genuine Auto Parts Company
■■ O’Reilly Automotive Inc.
And in Europe include:
■■ Kwik-Fit
■■ Bosch Diagnostics
■■ A.T.U.
Generally, the U.S. auto parts industry has proven immune to the
competitive pressures from Amazon and has shown extremely
high levels of growth by the top retailers. Distribution and supply
chain management efficiency appear to be a strong competitive
differentiator in this market. The auto parts industry also require
a scanning and inventory tool that encompasses voice. There are
specific applications that these retailers look for to increase sales
on the floor for a demanding shopper profile.
In Europe, the parts industry has a larger percentage of
independent repair shops. Insurers, fleet operators and leasing
companies are all experiencing price pressures, and to remain
competitive they are moving their vehicle repair and maintenance
to partnerships with independent big service chains. These
contracts put greater pressure on the service chains to scale their
services, tools and technologies and provide better communication
and supply chain management.
■■ Pit-Stop
“
The profitability of individual companies depends largely on inventory management and
marketing.56
”
Auto Dealerships
In the U.S.57 these retailers had $800 billion in annual revenue,
operating across 45,000 new and used vehicle dealers. Consumer
spending and interest rates drive demand for cars and this is a
highly fragmented industry, with the top 50 companies generating
less than 15% of revenue.
Note that this account type depends on IP-PBX and Wi-Fi
infrastructure. Traditionally, car dealerships have never made the
move to SIP or IP and their ability to provide an infrastructure that
supports such a solution is limited. DECT can play here but wiring
and enabling a clean and cost-effective infrastructure will be key.
CONFIDENTIAL - PARTNER USE ONLY V1.1
Digital integration will also play a role.
Spectralink and its partners should focus on luxury, new car
dealers that incorporate maintenance and repair services. They
need to keep sales, repair crews and customers connected for
high-end customer service as well as offer one-stop shopping for
customers to buy, finance and service the vehicle.
The U.S. saw 4% annual growth between 2011 and 2016 with over
1 million employees (salespeople, technicians, office workers)
across 18,104 dealerships.58 But inventory management systems
are reducing labor needs.
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Buyer Roles
Executive
Similar titles:
U.S. Chief Executive Officer (CEO); Chief Information Officer (CIO); Chief Financial Officer (CFO); Chief Operating Officer (COO)
MEA Chief Executive Officer (CEO), Managing Director or Executive Director; Director of IT; Finance Director; Director of Operations
E
JOB DESCRIPTION:
Senior executives oversee the operation of IT, Finance, the Supply Chain and Store Operations, and are responsible for fostering collaboration
between the groups. Executive personnel, in particular the Operations Executive, play a large part in buying decisions and look to Department
Directors for strategic recommendations and guidance.
In retail, executives are focused on creating a retail niche that differentiates them from competition that sells comparable merchandise.
They also focus on the profitability of the store and therefore on initiatives that show a high return on investment.
BUYER PERSONA:
An economic buyer who provides buying approval, but will rely on others to evaluate the product. Finance executives may help negotiate price.
PROFILE:
■■ Mostly male, ages 40-65
■■ 15+ years of general business leadership
■■ Sales, marketing and customer service
backgrounds
■■ Master’s degree in business or related field
MOTIVATIONS:
■■ Create brand loyalty
■■ Reduce costs
■■ Productivity and efficiency
■■ Profitability
BUSINESS INITIATIVES:
■■ Create a retail niche
■■ Develop a merchandising strategy
■■ Optimize inventory
–– Example: Implement systems to use radio
frequency identification (RFID) devices to
transmit and store product information and
tracking
■■ Maintain competitive pricing
■■ Improve inventory management technology
■■ Leverage the internet
Human Resources Executive
Similar Titles:
U
.S. VP–Human Resources, Director–Human Resources
EMEA HR Director; Head of HR; HR Manager
JOB DESCRIPTION:
HR executives are responsible for recruiting and retaining the company workforce. They recognize that the talent they hire and the tools
they provide to that talent have an immediate impact on customer service and therefore, customer satisfaction and loyalty.
BUYER PERSONA:
The HR executives can influence the purchasing decision by connecting HR management to operational efficiencies and
customer experience.
PROFILE:
BUSINESS INITIATIVES:
■■ Ages 35-55
■■ 15+ years of general business leadership
■■ Human resources and customer service
■■ Maximize workflow efficiencies
■■ Implement technology to train employees
background
■■ Master’s degree in business or related field
MOTIVATIONS:
■■ Increase workplace security to increase employee
satisfaction
■■ Manage commission-based incentive programs to
promote sales of certain products
■■ Minimize employee turnover
■■ Reduce the burden of training
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Marketing Executive
Similar Titles:
U
.S. VP–Marketing; VP–Marketing Operations; VP–Marketing Programs
EMEA Marketing Director; Customer Services Director; Merchandise & Marketing Director
JOB DESCRIPTION:
The Head of Marketing leads the team that is responsible for developing customer loyalty by creating a distinct shopping experience.
This executive is responsible for implementing pricing, promotions and loyalty programs, and shopping experiences to attract and retain
customers.
BUYER PERSONA:
The Head of Marketing can influence the purchase of technology that facilitates customer loyalty programs and
creates a unique shopping experience.
PROFILE:
BUSINESS INITIATIVES:
■■ Mostly male, ages 35-55
■■ 15+ years of sales and marketing
■■ Introduce apps that facilitate customer loyalty
programs
■■ Will have a master’s degree in business and/or
marketing
–– Example: Notifying customers of promotions
and special discounts
■■ Oversee merchandising strategies
■■ Create a quiet store environment
MOTIVATIONS:
■■ Attract and retain customers
■■ Increase revenues
■■ Manage commission-based incentive programs to
■■ Increase profitability
■■ Communicate pricing and promotions to employees
promote sales of certain products
and customers instantly and seamlessly
■■ Increase same-store revenue growth Operations Executive
Similar titles:
U
.S.
EMEA
Director of Operations, Operations/ Service Director, Operations Manager, VP Operations, VP Supply Chain
Director of Operations, Retail Operations Director, Operations Manager, Operations Director
JOB DESCRIPTION:
The Head of Operations is responsible for managing the day-to-day activities of the store to create a good working environment. They have
general oversight of several different locations. They are responsible for the design, operation and measurement of how effectively, efficiently
and profitably the stores’ processes function. They will drive programs to improve operational efficiency, growth, safety and worker productivity.
Because they drive the programs to maximize efficiency and profit, they hold the budget for technical solutions. Generally, they have
responsibility for mobility solutions in voice, POS and data capture.
BUYER PERSONA:
Is the initial contact and gatekeeper for Spectralink/reseller. They will recognize the need for technology to enable the operations programs
but will look to the IT Director to make the technical recommendation regarding vendors.
PROFILE:
BUSINESS INITIATIVES:
■■ Ages 35-55
■■ 10+ years in retail management
■■ Master’s degree in business administration
■■ Maintain employee satisfaction and safety
MOTIVATIONS:
■■ Improve front of store and back of store
efficiency
■■ Maximize Return on Investment (ROI)
CONFIDENTIAL - PARTNER USE ONLY V1.1
■■ Oversee employee training and productivity
■■ Manage inventory turnover and fulfillment
■■ Implement merchandising strategies to facilitate
inventory turnover
■■ Minimize shrinkage
■■ Reduce costs and better utilize current platforms
to enable upgrades and new technologies
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Information Technology Director
Similar titles:
U
.S. IT Director; Director/ Manager of Networking
EMEA IT Director; Network Manager; Manager of Telecom
JOB DESCRIPTION:
The Information Technology (IT) Director is responsible for the overall planning, organizing and execution of all network, telecom, computer
and information systems to best support the retailer’s operating, financial and strategic objectives. This includes directing all IT operations
to meet requirements as well as the support and maintenance of existing applications and development of new technical solutions.
This role is responsible for staying current with technical IT solutions, implementing new technologies and making improvements to IT
infrastructure. The IT Director oversees product evaluations, and identifies and recommends hardware, software and professional solutions.
They advise the Executive Team and work closely with the Operations Director.
They typically work within a very tight budget, but implementing new projects provides an opportunity to ask for more money to implement
new technologies.
BUYER PERSONA:
The IT Director is a technical buyer with economic approval. They will work with Spectralink or the reseller to develop
and test Spectralink solutions and ultimately recommend a purchase to the retail organization’s operations leadership.
PROFILE:
BUSINESS INITIATIVES:
■■ Mostly male, ages 30-55
■■ 8+ years of information technology experience
■■ Bachelor’s degree in computer science or related
■■ Implement apps that facilitate customer loyalty
field, often have a master’s degree
■■ Experience in the most current technologies and
products used in the industry
MOTIVATIONS:
programs
–– Example: Notifying customers of promotions and
special discounts
■■ Enable data/information security
■■ Ensure employee and customer safety
■■ Implement or upgrade technology on existing
platforms to leverage current investments
■■ Provide the business with fast, reliable networks
and technologies
■■ Add value to the business through technology
Key Point
Many of the big retail chains have outsourced IT to big system integrators that select, implement and maintain the
solutions for them. Therefore, the main decision maker is not in the end customer organization but typically will be
the project manager responsible for the full IT/telephony strategy of the retail chain.
CONFIDENTIAL - PARTNER USE ONLY V1.1
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Sales Plays
PLAY 1: Customer Experience
DESCRIPTION:
Enable new services and interactions with customers for more timely solutions.
41% of shoppers have abandoned a purchase due to long wait times, and 86% avoid stores where they perceive lines to be too long.37
Mobile technology enables new services and interactions with customers for more timely solutions, as well as improved selling solutions.
A good customer experience leads to repeat purchases, long-term customer loyalty, and ultimately improved profits.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Reduce time to transaction
■■ Provide new service offerings at point of sale
■■ Supply up-to-date product information on
Deliver a better customer experience
pricing, promotion and stock availability
■■ Improve store-to-store communications
■■ Deliver consultative selling
■■ Provide a quiet shopping experience by
BUSINESS INITIATIVE OWNER
■■ Executive Team
■■ Marketing/Merchandise Director
■■ Director of Operations
■■ Director of IT
eliminating overhead communications
SPECTRALINK’S VALUE PROPOSITION
With Spectralink, employees now have access to more product information, which allows them to provide consultative selling to customers
while accessing the convenience and speed of shopping at a brick-and-mortar location. Similarly, associates and managers can spend
more time on the selling floor because inventory management and stock checks can be made via text or voice communication with
warehouse personnel. Spectralink, combined with third-party apps, provides store associates with the most current pricing and promotions
information to ensure that customers receive the best or same price in the store that they would receive online. Finally, integrating
Spectralink’s Pivot device with third-party mobile point-of-sale devices and check-out applications allows customers to check out faster
from anywhere in the store.
SOLUTION
DECT, WI-FI and PIVOT
■■ Enables customer loyalty apps
■■ Inventory lookup
■■ Product scanning
■■ Voice quality (customer-to-employee
and employee-to-employee)
REFRAME
Reframe to this when the buyer doesn’t
see the value in PIVOT. Reframe to the
ability to offer more information to the
customer to increase customer satisfaction
and loyalty by allowing the associate to be
a consultant rather than merely enabling
the transaction. You may have a second
opportunity to reframe when your buyer
indicates they are looking at BYOD policies
as a solution. Personally owned devices
look unprofessional and from the customer’s
perception look like sales associates are not
working or are ignoring customers.
BUSINESS OUTCOMES
■■ Increase customer satisfaction and loyalty
■■ Upsell or cross-sell
■■ Increase inventory turn
■■ Preserve reputation
■■ Increase employee workflow efficiency
AIMS PARTNERS
U.S. Only: Status Solutions, Soti, IP Blue, 303 Software, Blue Fletch, Nimbus IT
EMEA Only: Blue Sky wireless, FlexValley, IQ Messenger, Novalink, New Voice, Optiflows, Tecnel, Zonith
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 19
Play 2: Improved Communications
DESCRIPTION:
Seamless communication with customers drives customer satisfaction and loyalty. And this includes communication with all associates
who can add value to the sale. For example, an apparel store customer can text a sales associate directly from the dressing room to
request different sizes or the services of a tailor. Or they can press a button in the dressing room that sends an alert to the closest
associate’s phone to receive prompt service. The associate can request assistance or coordinate a team of associates to help meet the
customer’s unique requests. Communication between employees is critical to ensuring both workflow efficiency and employee satisfaction.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Drive operational efficiencies
■■ Deliver a better customer experience
■■ Implement mobile inventory
management
■■ Enable consultative selling
■■ Improve employee training and
BUSINESS INITIATIVE OWNER
■■ VP of Operations
■■ Director of IT
■■ VP of Marketing
efficiency with workflow applications
■■ Improve store-to-store communications
SPECTRALINK’S VALUE PROPOSITION
Spectralink’s solutions offer proprietary VQO (Voice Quality Optimization) to ensure that phone conversations prioritize voice to ensure
clear communication without dropped calls. This ensures that customers experience a fast, easy communication flow with retailers.
Further, employees are able to communicate clearly and efficiently to meet a customer need and to increase workflow efficiencies
throughout the inventory management process.
SOLUTION
DECT, WI-FI AND PIVOT
■■ Voice quality
■■ Enable robust customer-facing apps
■■ Barcode scanner to check stock levels
■■ Applications for in-store secure
messaging to maintain a quiet store
environment
■■ Push messaging and alerts
REFRAME
Reframe to this when retailers are reluctant to
invest in wireless or move to PIVOT. Reframe
the conversation to focus on the value of
voice quality and seamless information flow
when interfacing with customers. Reframe
to the ability to optimize workflow through
improved communication among employees
through voice, text and apps to manage front
and back of store operations.
BUSINESS OUTCOMES
■■ Enhanced workflow throughout the
technology integration
■■ Deliver a better customer experience to
create loyalty
AIMS PARTNERS
U.S. Only: 303 Software, Blue Fletch, Canamex Communications, ConnectTalk Solutions, Soti, Status Solutions, IP Blue, Nimbus IT
EMEA Only: Atus, Blue Sky Wireless, FlexValley, IQ Messenger, Novalink, New Voice, Optiflows, Tecnel, Zonith
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 20
Play 3: Safety for Employees and Customers
DESCRIPTION
Provide a safer shopping environment through notification and alert capabilities. Falls, accidents or malicious behavior by employees
or customers open up retailers to the risk of lawsuits as well as customer and employee dissatisfaction. The ability to provide a safe
working and shopping environment is paramount to maintaining or increasing customer and employee loyalty and to minimizing the costs
associated with accidents.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Deliver a better customer experience
■■ Improve operating efficiencies
■■ Provide a quiet environment by
eliminating overhead communications
BUSINESS INITIATIVE OWNER
■■ HR Director
■■ Director of Operations
■■ Optimize in-store safety
■■ Increase staff productivity
■■ Improve overall employee and
customer satisfaction
SPECTRALINK’S VALUE PROPOSITION
Safety within the store is key to ensuring a good customer experience while optimizing workflow efficiencies. The ability to quietly notify
security personnel of risks through secure messaging applications provides them with required information while maintaining a quiet store
environment where only those who need to know of a risk are aware of the risk and can then intervene accordingly. The safety features
of the panic and built-in motion detectors and push-to-talk features ensure that security guards and others who work in the warehouse
are safe and have a means of communicating the need for help in any situation. And the built-in camera capability can help document
incidents in detail without bias, for insurance purposes.
SOLUTION
DECT, WI-FI AND PIVOT
■■ Duress/Panic Button
■■ “Running” notification
■■ Secure messaging
■■ Voice quality optimization
■■ Enables workflow applications
■■ Push-to-talk
■■ Camera
REFRAME
Reframe to this play when the retailer does
not see the value in notifications, alerts
or secure text messaging. Reframe to the
safety of employees and customers to
reduce employee turnover and increase
loyalty of customers and staff. You may
have a second reframe opportunity if the
buyer doesn’t see the benefit of upgrading
from existing radio communications.
Spectralink phones are quieter and less
disruptive to avoid aggravating an already
tense situation. And they have the same
durability with a 3-5 year lifecycle.
BUSINESS OUTCOMES
■■ Improve workforce safety
■■ Decrease risk of liability due to
on-the-job injuries
■■ Reduce cost
AIMS PARTNERS
U.S. Only: Soti, Canamex Communication
EMEA Only: IQ Messenger, Atus
CONFIDENTIAL - PARTNER USE ONLY V1.1
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Play 4: Manage Stock Efficiently
DESCRIPTION
In retail, inventory management is critical to the success of the retailer. Inventory must be available to customers when needed but retailers
must also ensure that the stock is turning over efficiently. Two of the main ways inventory management affects business include:
■■ Boosts customer service / experience
Inventory management impacts customer service by making sure the right product assortment and quantity are available. This avoids
the waste of providing shelf space for items that are obsolescent or just will not sell without heavy discounting. Additionally, products
must be available in the location that customers expect. Promotional items can be offered, tested and adjusted in near real-time
■■ Improves bottom line
The ability to increase product turnover maximizes revenue and increases workflow efficiencies. New planograms can be generated
more quickly based on actual goods still on the shelf and can speed inventory replenishment. This helps management whisk away
non-turning inventory to make room for items with better prospects.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Provide customers up-to-date stock
■■ Deliver a better customer experience
■■ Improve operating efficiencies
availability
■■ Improve communications between the
front and back of stores
■■ Improve the efficiency of managing
inventory through the supply chain
■■ Increase staff productivity
■■ Modernize merchandizing to optimize
assortment, pricing and inventory
BUSINESS INITIATIVE OWNER
■■ Director of Operations
■■ IT Director
SPECTRALINK’S VALUE PROPOSITION
Spectralink solutions provide value by keeping information and content flowing among employees to ensure efficiency in the entire work-stream,
from the time inventory is received in the warehouse to the time it is shelved in the stores and ultimately delivered to the customer. A breakdown
in communication or hand-off between these workflows can be expensive to a company’s bottom line, not to mention detrimental to the customer
experience. Precise tracking of inventory movement is impossible without a scanner built into the communications device.
SOLUTION
DECT, WI-FI AND PIVOT
■■ Enables inventory & workflow applications
■■ Camera
■■ Barcode scanner
■■ Voice quality
REFRAME
Reframe to this when retailers don’t see
the impact of telephony equipment on
improving operations management by
improving inventory management.
BUSINESS OUTCOMES
■■ Agile management of promotional items
■■ Minimize write-offs for obsolescent/non-
turning inventory
■■ Minimize discounting for old inventory
■■ Improve customer satisfaction by
making sure that product is available or
finding the product for the customer
■■ Less waste
■■ Push-to-talk
■■ Secure text messaging
■■ Hands-free commands
AIMS PARTNERS
U.S. Only: Connect talk Solutions, Soti, Status Solutions, IP Blue
EMEA Only: Atus, Blue Sky Wireless, FlexValley, IQ Messenger, Novalink, New Voice, Optiflows, Tecnel, Zonith, Indyme
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 22
Play 5: Information Security
DESCRIPTION:
The data breaches of high profile retailers (Target, Morrison’s) in 2014 make securing customer data a priority for retail CIOs. Breaches
lead to lawsuits, fines and – even worse – damage to a brand’s reputation. Using facility-owned devices with secure networking and
applications reduces the risk. However, IT budgets are not increasing to accommodate this need and the need to innovate. Therefore,
CIOs must find ways to secure data by leveraging the assets they already have on an ongoing basis since cybercriminals are becoming
increasingly sophisticated, well-funded and well-organized.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Deliver a better customer experience
■■ Improve operating efficiencies
■■ Secure customer information and
transaction data
■■ Improve communications
BUSINESS INITIATIVE OWNER
■■ Director of Operations
■■ Director of IT
■■ Information Executives
SPECTRALINK’S VALUE PROPOSITION
The ability to secure information comes at multiple levels. Initially, the breadth of the Spectralink product line – DECT, Wi-Fi and PIVOT™
– allows customers to select the right device to meet their business need while minimizing security risk. For example, if voice-only
communications are needed, a DECT or Wi-Fi handset can be selected, limiting the risk of other information being captured and shared on
a personal or other device. If more robust business requirements direct customers toward PIVOT, the PIVOT device can be configured to
meet the needs of the business and remove unneeded risk associated with the device via configuration. The Spectralink devices provide
control that security teams need to minimize information security risk.
SOLUTION
WI-FI AND PIVOT
■■ Wi-Fi is enabled via the facility’s
infrastructure, so remains behind the
firewall
■■ Enterprise device stays on-site, unlike
BYOD
■■ IT can ensure all devices are installed
and running secure applications
REFRAME
Reframe to this when retailers are reluctant
to invest in wireless or move to PIVOT.
Reframe the conversation to focus on
information security and maintaining a
good secure reputation.
BUSINESS OUTCOMES
■■ Protect sensitive customer information
■■ Reduce costs
■■ Protect and maintain a secure reputation
to maintain customer loyalty
AIMS PARTNERS
U.S. Only: Canamex Communications
EMEA Only: Atus
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 23
Play 6: Reduce Shrinkage
DESCRIPTION:
Shrinkage due to employee theft, shoplifting and fraud is a challenge that every retail segment faces. The ability to identify and rectify
these losses has an immediate impact on the bottom line for retailers.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Improve operating efficiencies
BUSINESS INITIATIVE OWNER
■■ Reduce rate of theft and fraud
■■ Improve communications
■■ Director of Operations
■■ Director of IT
■■ Optimize in-store safety
■■ Information Executive
SPECTRALINK’S VALUE PROPOSITION
Spectralink devices improve the communication flow about where products are at any point in time. This allows employees to see quickly if a
product is not where it is supposed to be at any point in the process and identify shrinkage. Managers can then implement measures to monitor
employees and customers and implement programs to reduce theft, fraud and shoplifting without alerting customers to the situation.
SOLUTION
DECT, WI-FI AND PIVOT
■■ Camera
■■ Barcode scanner
■■ Push- to-talk
■■ Voice quality
■■ Enables inventory and workflow
applications
REFRAME
Reframe to this when retailers are reluctant
to invest in wireless or move to PIVOT.
Reframe the conversation to focus on
the ability to reduce loss and increase
the bottom line through better inventory
management and communication. And if the
buyer is leaning toward BYOD, remind them
that personally owned devices are more
likely to be stolen. Replacement costs and
overall administration fees will increase, as
does the risk for data breaches.
BUSINESS OUTCOMES
■■ Increased ROI
■■ Ability to reinvest recouped losses into
the business
■■ Improved workflow efficiency
AIMS PARTNERS
U.S. Only: 303 Software, Blue Fletch, Canamex Communications, ConnectTalk Solutions, Soti, IP Blue, Nimbus IT
EMEA Only: IQ Messenger, Atus
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 24
Play 7: Mobile Interoperability
DESCRIPTION:
Many retailers have developed their own customer loyalty apps or already have partnerships with established developers to provide
customer and employee-facing applications. Therefore, new tools and devices must be able to work directly with current platforms and
vendors. Retailers can then generate more value from existing platforms and applications, avoid unnecessary costs and increase the
return on IT investments while still being able to keep up with business demands.
BUSINESS DRIVER
BUSINESS INITIATIVE
■■ Drive operational efficiencies
■■ Deliver a better customer experience to
■■ Provide an omni-channel shopping
experience
create loyalty
BUSINESS INITIATIVE OWNER
■■ Director of Operations
■■ Director of IT
■■ Provide improved value to customers
■■ Improve inventory management
■■ Finance Executive
■■ Information Executive
■■ Increase staff productivity
■■ Modernize merchandizing
■■ Marketing/Merchandise Director
■■ Improve communications
■■ Optimize in-store safety
SPECTRALINK’S VALUE PROPOSITION
While Spectralink PIVOT provides retailers with the ability to provide robust applications, the true benefit is the Android-based flexible
platform that can partner with any third-party middleware or software vendor.
SOLUTION
WI-FI AND PIVOT
■■ Enable customer to choose point-of-sale
(POS) vendor
■■ Enable customer to choose middleware/
software vendor
■■ Enable customer to leverage current
technology and vendors
REFRAME
Reframe to this when retailers are reluctant to
invest in wireless or move to PIVOT. Reframe
the conversation to focus on the ability to
integrate seamlessly with current applications
and technology. This provides investment
protection while helping them scale capabilities
to keep up with business demands.
BUSINESS OUTCOMES
■■ Reduced cost
■■ Enhanced workflow throughout the
technology integration
■■ Deliver a better customer experience to
create loyalty
AIMS PARTNERS
U.S. Only: Status Solutions, IP Blue
EMEA Only: Blue Sky Wireless, FlexValley, IQ Messenger, Novalink, New Voice, Optiflows, Tecnel, Zonith
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RETAIL SALES PLAYBOOK | 25
Social Selling Tips
“
72.6% of salespeople who incorporated social media into their process outperformed
their colleagues.
”
– The Social Media and Sales Quota Survey 2015
WHAT IS SOCIAL SELLING?
Social selling is the process of researching, connecting, and interacting with prospects and customers on social media networks like
LinkedIn and Twitter. It supports lead nurturing by commenting on, liking and sharing prospects’ and customers’ posts. Salespeople create
relationships with buyers and boost their credibility by taking an interest in what they’re interested in.
GETTING STARTED
Optimize your social profiles
Join relevant LinkedIn Groups:
■■ Thomson Reuters – 20,536 members
■■ Retail Industry Professional’s Group – 443,903 members
■■ Retailing Today – 5,006 members
■■ SPECS – 4,054 members
■■ OmniShopper – 20,536 members
■■ The RILA Network – 3,542 members
■■ Retail Management Executive’s Group – 197,845 members
■■ New Retail Technology – 1,601 members
■■ Supply Chain Management Practitioners & Experts
– 37,100 members
■■ CILT Supply Chain Inventory Management Group
– 9,038 members
■■ Global Retail Intelligence – 3,962 members
■■ Grocery and Supermarket Technology and Merchandising
– 4,030 members
■■ Grocery & FMCG Network Powered by The Grocer
– 10,885 members
■■ Harvard Business Review – 999,998 members
■■ RIS News – 1,442 members
■■ IDG Supply Chain Forum – 1,071 members
■■ FIRAE International Retailing Group – 560 members
Request to Join Template
Dear [insert Admin Contact]
I am an [insert title i.e. Account Executive] at [insert company]. Our company provides wireless communication devices and application
services for [insert relevant vertical].
I’m interested in joining [insert name of group] to stay current on the business initiatives, issues and trends impacting professional
members, as well as the technologies they are implementing to become more productive in their roles.
I look forward to joining the group and participating in the discussions.
Sincerely,
[insert name]
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RETAIL SALES PLAYBOOK | 26
Engage in additional forums, read blogs and set up news alerts.
■■ www.nrf.com/news
■■ www.retailwire.com
■■ www.forbes.com/sites/barbarathau/#260478481caf
■■ www.fierceretail.com
■■ www.retaildive.com
■■ multichannelmerchant.com
■■ www.retailtouchpoints.com
■■ isnews.edgl.com/home
■■ www.innovativeretailtechnologies.com
■■ www.retailtimes.co.uk
■■ www.chainstoreage.com
■■ pwc.blogs.com/ceoinsights/
■■ www.prsm.com/p/bl/et/blogid=5
■■ www.eshopworld.com/blog/
■■ www.retailtouchpoints.com
■■ www.retailgazette.co.uk
■■ insights-on-business.com
■■ www.massmarketretailers.com
Subscribe to LinkedIn Sales Navigator
■■ Go to business.linkedin.com to subscribe
■■ Go to your ‘Sales Navigator’ account in LinkedIn and set up
your preferences
■■ Review the Sales Navigator workflow in SFDC Sales Doc
Libraries
CONNECT WITH POTENTIAL BUYERS
Connect to people associated with your Account and key
stakeholders within retail organizations using LinkedIn’s ‘Get
Introduced’ or ‘InMail’ service.
InMail Best Practices:
■■ Use a compelling subject line
■■ Demonstrate that you’ve done your homework on the
recipient’s company
■■ Mention a common contact
■■ Refer to a common LinkedIn group
■■ Comment on a LinkedIn group posting (theirs or someone else’s)
ENGAGE WITH POTENTIAL BUYERS
■■ Share content that is relevant to their motivations and
business initiatives, such as: www.retailtouchpoints.com/
features/executive-viewpoints/not-just-for-shoppershow-mobile-helps-store-associates or www.kingfisher.
com
■■ Like and Favorite content, in particular content posted by
those you are connected with
–– Comment, but make it meaningful
■■ Discuss a common company, experience, or personal interest
based on reading their profile
■■ Ask for an opinion
■■ Make it about their needs, interests, and goals and not just
your product or service
■■ Avoid product and service descriptions
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Success Stories
GIANT FOOD STORES
TÆPPELAND
CHALLENGE
GIANT Food Stores, LLC is an American supermarket chain that
operates more than 200 stores in Pennsylvania, Maryland, Virginia
and West Virginia. A subsidiary of Netherlands-based Ahold, GIANT
was named 2014 Retailer of the Year award by Progressive Grocer.
CHALLENGE
Tæppeland is Denmark’s leading domestic and commercial flooring
retailers, with headquarters in Glostrup, a business development
site and 38 retail outlets nationwide.
■■ Staff was pressured to answer phone calls while assisting
■■ Overhead paging by store managers and employees was
customers, diverting them from potential sales opportunities
disruptive to the customer experience
■■ Price checks on the stores’ overhead paging systems resulted
in cashiers leaving their registers, causing longer wait times
for customers
■■ Department heads spent 35-45% of their time tracking down
staff or checking on stock
■■ Forty to fifty percent of incoming calls were customer inquiries
SOLUTION
SOLUTION
GIANT installed Spectralink 8000 Series wireless handsets in 150
stores. The installation was completed in under three months.
■■ Ten Spectralink wireless telephones in each store
■■ Four to seven Symbol Spectrum24 wireless LAN access
points installed in ceilings throughout the store
regarding store hours
Tæppeland implemented a Spectralink Wireless IP telephony
solution based on the Spectralink DECT solution. The DECT
solution is scalable and optimized for large retail environments.
Lightweight, ergonomically-designed DECT handsets provided
Tæppeland sales staff all of the features found in wired phones plus
roaming and handover capabilities.
IP Vision installed the system in two months. Currently 100
Spectralink DECT handsets are in use throughout Tæppeland’s
nationwide operations.
RESULTS
■■ Spectralink solution leverages GIANT’s existing Wi-Fi network,
resulting in cost-efficiencies
■■ Overhead paging was eliminated, promoting a peaceful
customer shopping experience
■■ Text messaging allows cashiers to implement price checks and
cash runs without leaving their registers
■■ Managers are free to help shoppers, maintain inventories and
deliverables, and ensure a clean, safe shopping environment
“
With the Spectralink wireless telephones,
department heads are spending more than
75 percent of their time on the floor helping
customers. This is a major improvement for
everyone.”
Denny Hopkins
Vice President, Advertising and Sales Development
GIANT Food Stores
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RESULTS
■■ Improved customer service and satisfaction
■■ Uninterrupted coverage throughout Tæppeland’s stores
■■ Streamlined implementation with a single server hosted by IP
Vision
■■ Flexibility to scale systems to meet evolving business
requirements
■■ Consistent infrastructure and user experience across all
Tæppeland locations
“
he (Tæppeland) staff is now able to respond
T
to incoming calls from wherever they are in the
store. Even with all the ironwork holding up
our stands, reception is great. Uninterrupted
coverage like that is a great advantage.
”
Erik Løvgren Pedersen, IT Manager
Tæppeland
RETAIL SALES PLAYBOOK | 28
Spectralink Solutions
Spectralink Workplace Mobility Solutions
Product Lines
Spectralink creates purpose-built communications devices that
improve workplace mobility. These wireless communication
solutions allow on-site employees to roam freely throughout the
workplace without sacrificing voice and data coverage or clarity.
The devices integrate seamlessly with existing call control /PBX
systems, providing business telephone functionality on a wireless
handset, and ultimately more uptime and better customer service.
There are two Spectralink workplace mobility portfolios, each with
its own advantage and specific applicability to different customer
requirements. Both portfolios have similar basic technology
components, as shown in the diagram; handsets, wireless
infrastructure, telephony interfaces and application integration.
Unlike cellular systems, workplace wireless systems provide
ubiquitous on-site coverage and support a full range of telephony
features. For example, incoming calls can be directed to the
appropriate handset or transferred to another number by the mobile
worker. Mobile workers can access the corporate directory and
voicemail systems directly. For outgoing calls, individuals can make
calls from their handsets, either to off-site locations or to other
workers on site, making effective use of existing wireline rate plans.
Spectralink 8000 Portfolio wireless telephones operate on
converged voice and data Wi-Fi infrastructure and significantly
improve employee mobility, responsiveness, and productivity.
SPECTRALINK 8000 PORTFOLIO
Applications
The two lines within the portfolio, PIVOT by Spectralink (87-Series)
and Spectralink 84-Series, are the market-leading, enterprisegrade Voice over Wireless LAN (VoWLAN) handsets that combine
superior quality voice communication with access to critical data
while on-the-go. The broad interoperability with enterprise WLAN
infrastructure and call servers/PBX make it simple to incorporate
into existing networks.
Across all our product portfolios, open Application Programming
Interfaces (APIs) enable business software applications to
communicate with Spectralink wireless devices. This open
architecture allows each handset to send and receive data from
external systems; improving mobile workers’ access to critical
information while on the move.
Spectralink 8000 handsets are designed to withstand the rigors
of the toughest workplace environments while providing access
to critical data and all the feature functionality of a desk phone,
including superior voice quality delivered by Spectralink VQO.
VQO is an engineered system that delivers superior voice quality
over in-building, enterprise Wi-Fi networks.
We have handsets that can support: Android apps and Google
Mobile Services, paging, email, secure text messaging, speech
recognition, directory access, and web browsing; alarm systems
and location-based services; “man down” detection; and barcode
scanning.
This two-part system minimizes communication disruption,
combining powerful technology on the inside—and the knowledge
and expertise of our partners and specialized System Architects,
on the outside.
KEY APPLICATIONS FOR RETAIL INCLUDE:
■■ Secure text messaging
■■ Productivity and workflow management
■■ Barcode-driven applications (e.g., inventory management and
product lookup)
Applications such as these enable mobile retail workers to improve
communications, right down to the selling floor. The result of which
is a better shopping experience, enhanced customer satisfaction
and greater selling efficiency to drive revenue and contain costs.
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RETAIL SALES PLAYBOOK | 29
HANDSETS
TELEPHONY INTERFACE
Spectralink VoWi-Fi handsets communicate with the customer’s
call control platform over the Wi-Fi network. They are designed to
withstand the rigors of the toughest workplace environments while
providing all the feature functionality of a business phone. They
are designed specifically to address the needs of enterprises and
users in our target markets. They combine the functionality of a
smart phone, pager, two-way radio, barcode scanner and voicerecognition badge into one device, with an integrated web browser
and support for text alerts and instant messaging. So users only
have to carry around one highly functional handset, instead of
two, three or even four separate devices. There are two families
of VoWi-Fi handsets available, the Spectralink 84-Series and
Spectralink 87-Series, also known as PIVOT.
The wireless handsets integrate directly to Session Initiation
Protocol (SIP) based PBXs. For legacy PBXs, a gateway converts
the IP traffic from the wireless telephones to digital or analog
signals, which connect directly to PBX line cards.
84-Series
These ergonomic handsets unite the most critical elements of
workplace communications within a single mobile device that is
highly reliable, extra durable, and easy to use. The Spectralink
84-Series can consolidate disparate paging, telephone,
scanning, two-way radios, intercom, conferencing, and location
systems into a single lightweight device that also allows access
to enterprise applications.
PIVOT (87-Series)
Built on the industry-standard Android™ operating system,
PIVOT is an enterprise smartphone solution characterized
by intuitive smartphone-like features and usability combined
with the quality, durability, and reliability essential for mobile
workers. PIVOT further enhances the customer value
proposition with two enhanced standards-based application
interfaces for business applications as well as access to
Google Mobile Services and applications.
WIRELESS INFRASTRUCTURE
As the leader in Wi-Fi telephony, Spectralink has attracted the
top WLAN manufacturers to become partners in the VIEW
(Voice Itnteroperability for Enterprise Wireless) Program. VIEW
Certification provides customers with proven Wi-Fi telephony
solutions using enterprise-class WLAN infrastructure products and
Spectralink’s 8000 handsets.
Our proven interoperability with the leading enterprise-class WiFi access points provides customers with the flexibility to select
best-of-breed products to meet their network communications
needs while also ensuring the highest quality VoWLAN experience.
VIEW Certified products must meet Spectralink’s enterprise-grade
performance criteria for voice quality, security, capacity, and roaming
– referred to as Spectralink Voice Quality Optimization (VQO).
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APPLICATION INTEGRATION
Google Mobile Services, Open APIs and web-based protocols allow
real-time, two-way communication between wireless handsets and
third-party applications. Spectralink does not sell any applications,
however does work very closely with application vendors through the
Applications Integration and Management Solutions (AIMS) program.
SPECTRALINK 7000 (DECT) PORTFOLIO
Spectralink 7000 DECT workplace mobility solutions operate to the
Digital Enhanced Cordless Telecommunications (DECT) standard,
delivering cost-effective wireless telephony over a dedicated voice
network. The modular nature of the solution allows customers to
easily expand coverage, voice traffic and number of users, making
it ideal for all businesses.
A Spectralink 7000 DECT solution consists of:
Handsets
Built for demanding users with a focus on usability, functionality,
design and quality, the Spectralink 7000 Handset portfolio consists
of a range of reliable, full-featured and vertical-specialized
handsets for use in various working environments; from general
office to specialist manufacturing and retail applications. All
Spectralink 7000 handsets are interoperable with all Spectralink
7000 Wireless Servers. Thus a single Spectralink workplace
mobility solution can consist of a mix of all handsets.
Telephony Interface/Wireless Infrastructure
Spectralink 7000 Wireless Servers. There is a wide range of
servers, supporting solutions from small businesses to enterprise
systems with up to 4096 handsets. Spectralink 7000 systems offer
a wide range of interfaces to both IP (SIP) and analog IP PBXs.
Two frequency options (1.8 GHz and 1.9 GHz) are available for
different markets throughout the globe.
Base Stations control the traffic channels in the air and work as
the link between the handset and the Wireless Server. Along with
the Wireless Servers, the Base Stations provide call capacity and
coverage in a physical area.
Repeaters provide additional coverage without the need to be
physically wired back to a Wireless Server.
Application Integration – All Spectralink 7000 solutions
are based on an open protocol that allows two-way message
integration to third- party applications.
RETAIL SALES PLAYBOOK | 30
Partners Overview
Spectralink VIEW Program
The Spectralink Voice Interoperability for Enterprise Wireless (VIEW) program is a technical certification program for partners
that provide Wi-Fi infrastructure solutions supporting Spectralink’s 8000 Portfolio solutions. VIEW Certification provides resellers and
customers with proven Wi-Fi telephony solutions using enterprise-class WLAN infrastructure products and Spectralink’s 8000 handsets.
Certified interoperability with the leading enterprise-class Wi-Fi access points provides customers with the flexibility to select best-ofbreed products to meet their network communications needs while ensuring the highest quality voice over WLAN (VoWLAN) experience.
VIEW Certified products must meet enterprise-grade performance criteria for voice quality, security, capacity, and roaming.
VIEW Certification is open to manufacturers of Wi-Fi access points that incorporate the technical requirements necessary to meet the
performance measure essential for high-quality VoWLAN deployments. Spectralink conducts interoperability testing after the partner
has completed in-house testing. The VIEW Partner and Spectralink document the certified configuration in a Configuration Guide that is
available on Spectralink’s Support website.
The complete list of VIEW Certified products can be found at support.spectralink.com/sites/default/files/resource_files/721-1000-000.pdf.
Spectralink CSI Program
The Spectralink Call Server Integrators (CSI) program tests interoperability between enterprise communication platforms and
Spectralink wireless solutions. The Spectralink CSI program works with call server vendors to test integration and infrastructure to verify
that Spectralink wireless handsets can access basic and enhanced telephony system features and capabilities.
Call server interoperability testing is done cooperatively between Spectralink and call server vendor at either partners’ facility depending
on the test resource and infrastructure requirements. Minor system updates may be validated at field locations depending on the
complexity of the update.
Call server interoperability guides are provided for each system that has been tested.
Guides for each Spectralink product family are available online by visiting www.spectralink.com/partners/csi-call-server-integrators.
Spectralink AIMS Program
Spectralink Application, Integration, and Management Solutions (AIMS) program supports application providers that deliver
enhanced functionality and capabilities to Spectralink wireless devices. Most AIMS partners provide Android applications for Spectralink
PIVOT handsets, although AIMS partners may offer applications for other Spectralink solutions using proprietary messaging protocols.
Android applications developed by AIMS partners are validated by the development partner. Spectralink provides development support
with devices and technical assistance but does not necessarily test the AIMS partners’ applications.
For a comprehensive list and to search for AIMS partners, visit www.spectralink.com/partners/app-developers.
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RETAIL SALES PLAYBOOK | 31
Retail Application Partner Categories
Secure Messaging Applications are used for text communication
between retail associates. They are frequently deployed on both
on-site and BYOD devices to facilitate texting between associates
and management with the necessary security to protect customer
information. Secure messaging applications require a smartphone
device such as PIVOT, because they use a touchscreen keypad
and are developed for Android and iOS platforms. Some secure
messaging applications are integrated with middleware and task
management solutions as well.
SECURE MESSAGING VENDORS:
■■ Spok
■■ Canamex Communications
■■ Atus
Unified Communications connect associates with customers,
colleagues, management, the supply chain and all the applications
they need to deliver a superior customer experience. Unified
communications require devices that are designed with the
requirements of mobile workers in the retail industry in mind.
Spectralink handsets unite the most critical elements of workplace
communications within a single mobile device that is highly
reliable, extra durable, and easy to use.
UNIFIED COMMUNICATIONS VENDORS:
■■ IP Blue
■■ Vertical
Middleware Applications provide the interface between various
alarm and application solutions and end-user devices. Middleware
applications provide a seamless communication and messaging
platform to improve associate effectiveness and enhance the overall
customer experience and safety through integration with Spectralink
handsets. Middleware solutions often include other functions such as
alarm management, staff assignment, and secure messaging.
MIDDLEWARE VENDORS:
■■ Connexall
■■ Multitone
■■ Status Solutions
■■ Blue Sky Wireless
■■ FlexValley
■■ IQ Messenger
■■ Novalink
■■ New Voice
■■ Optiflows
■■ Tecnel
■■ Zonith
■■ Indyme
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Custom Application Development helps improve productivity
in retail through staff-facing apps that connect associates and
managers to the inventory database to display key product
information, search for related products, and more. With
Spectralink’s unique built-in bar code scanner, associates can
easily scan product numbers into the search bar.
CUSTOM APP VENDORS:
■■ 303 Software
■■ Blue Fletch
■■ Nimbus IT
Enterprise Mobility Management provides the tools retailers
need to truly mobilize and optimize mobility investments, providing
them with the ability to manage mobile devices, apps, content,
email, and security within a secure solution. They help optimize
and secure mobile devices, such as PIVOT, so that they are
secured, tracked, configured, and supported over the air by a
single mobility management solution.
ENTERPRISE MOBILITY VENDORS:
■■ VMWare
■■ Citrix
■■ Soti
See all Retail AIMS partners at: www.spectralink.com/partners/
app-developers
■■ Spok
■■ Canamex Communications
■■ Atus
■■ IP Blue
■■ Vertical
■■ Connexall
■■ Multitone
■■ Status Solutions
■■ Blue Sky Wireless
■■ FlexValley
■■ IQ Messenger
■■ Novalink
■■ New Voice
■■ Optiflows
■■ Tecnel
■■ Zonith
■■ 303 Software
■■ Blue Fletch
■■ Nimbus IT
■■ VMWare
■■ Citrix
■■ Soti
RETAIL SALES PLAYBOOK | 32
Competitive & Sales Deal Intelligence
Competitive Overview
WHO IS THE COMPETITION AND HOW DO THEY RATE?
In any selling situation, knowing your relative strengths and weaknesses against the competition is vital to conducting the sales process
effectively. In this section we look at how Spectralink workplace mobility solutions compare against the competitors you are most likely to meet.
Competing with BYOD
BYOD refers to a “bring your own device” policy that supports
employees using their personal mobile device for enterprise
applications. BYOD devices may be procured by the end user with
the employer covering some or all of the costs. Another approach
is where the employer provides the device for the user and retains
ownership, which is referred to as the “corporate liable” model. In
all of these cases the mobile device is assigned to a specific user
who takes the device with them when they leave the workplace.
Whether the device is owned by the user or provided for their
individual use by their employer, BYOD is frequently used to
describe the user-specific device model.
BYOD devices are intended to be used both inside and outside the
workplace. They are used by employees that need to access apps
or be available for phone calls or texts no matter where they are.
Whereas PIVOT handsets are only used within the workplace and
are assigned by job function – not to individual users. For example,
in retail applications managers are typical BYOD users as they
require a personal device that is available wherever they are, while
associates use PIVOT handsets that are handed off from one
associate to another during shift change. This helps the retailer
take advantage of the PIVOT handset’s durability and longer shelf
life while avoiding a negative perception that customers sometimes
form when they see an associate using a BYOD device.
The different use cases drive different device requirements as
listed below:
BYOD
PIVOT
Single user
Multiple user
Consumer-grade device
Purpose-built device with
enhanced durability
Charge overnight
24x7 operation with
Interchangeable battery
1-2 year lifespan
3-5 year expected life
KEY TAKEAWAYS:
■■ BYOD is appropriate for users that need their own device and
is sufficient to use consumer smartphones
■■ Enterprise customers have needs for both BYOD and on-site
multiuser devices depending on job functions
■■ On-site multiuser devices have unique requirements that are
not met by consumer devices
Our silver bullets are...
Application Integration > Interoperability > Voice Quality
STRESS THESE POINTS TO WIN!
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RETAIL SALES PLAYBOOK | 33
A WorkSmart Strategy for Mobile Communications
FIVE REASONS WHY BYOD MAY NOT BE A SMART CHOICE FOR RETAIL
#1 Privacy and Security
A GROWING PROBLEM
■■ 55%
of BYOD enterprises experience a breach
50% of security breaches occur when an
employee’s personal device is lost or stolen.
“
While BYOD can be a great benefit to
organizations, it can also introduce a
number of risks…
■■ OVER
■■ 97%
of employee’s devices contained privacy issues,
and 75% LACKED ADEQUATE DATA ENCRYPTION.
This creates serious security holes for hackers and
threats from malware.
”
- Dermot Hayden, Country Manager at Sophos
FACT:
■ Average cost of breach is $165 per record stolen
■ 65% of consumers are very unlikely to shop or do
business with a company where financial data had
been stolen
#2 Management
#3 Device & Voice Quality
#4 Productivity
#5 TCO
Retail workforce turnover
is typically higher, creating
a more robust device pool,
which means IT is constantly
installing, updating and
optimizing devices to work
with existing platforms and
applications.
Retail spaces can be too
large for consistent cellular
reception. Dead zones,
dropped calls, and bad voice
quality impact workflow and
customer experience. Plus,
personal smartphones lack
durability, creating more
communication interruptions.
BYOD brings distraction.
Personal email, texts, apps and
games are all at the employee’s
disposal, and they leave
customers with a bad perception.
Retailers need to be able to
control productivity and ensure
employees are utilizing only the
features they need, in particular
bar code scanning to improve
workflow, communication and
quality of service.
Businesses lose the ability to cut
costs through bulk buying, and
end up paying more for support,
service and IT management.
Sources:
Avanade survey of 600+ IT decision makers. 2012.
IBM and Ponemon Institute 2015 Cost of Data Breach Study: Global Analysis. May 2015.
SafeNet’s Breach Level Index (BLI) Second Quarter Report
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FACT: BYOD average shelf
life is 18 months versus
3-5 year expected life of a
purpose-built device
5 BYOD security implications and how to overcome them. May 2015. http://
trilogytechnologies.com/5-byod-security-implications/
ITIC Survey 500 companies, July-Aug. 2012; BYOD
RETAIL SALES PLAYBOOK | 34
How to Beat the Competition
CAPABILITY
CAPABILITY EXPLAINED SUPPORTING FACTS AND PROOF POINTS
RETAIL
APPLICATION
ECOSYSTEM
Support for a broad portfolio
of Android base applications
that extend PIVOT
functionality into key new
areas required for a superior
customer experience
■■ Spectralink’s AIMS Program supports application providers that deliver enhanced
■■ Spectralink Voice Quality
■■ The voice quality and reliability of the Spectralink Voice Quality Optimization (VQO)
FEATURE
COMPLETENESS
FOR RETAIL
Optimization (VQO)
■■ Viewable display
■■ Smartphone-like form factor
■■ Lightweight
■■ Integrated barcode scanner
■■ Support for Push-to-Talk
(PTT)
■■ Support for secure text
messaging
■■ Support for wireline call
control functions
■■ Desk phone/handset
twinning
■■ Safety features
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functionality and capabilities to Spectralink wireless devices
■■ Spectralink’s open application platforms, including PIVOT’s support for Google™
Mobile Services and Android applications, enable AIMS Partners to leverage
Spectralink’s unique capabilities to deliver their solutions to mobile retail associates
and managers
■■ Spectralink solutions are flexible and can integrate seamlessly with non-proprietary
third-party solutions to support brand-specific loyalty apps, mobile point-of-sale
apps or other applications that facilitate associate responsiveness and productivity
■■ Workflow applications have a direct and positive impact on inventory distribution
workflows to improve both the customer experience and the bottom line
■■ Spectralink handsets integrate with several leading middleware software vendors
for access to the broadest range of retail apps
■■ Spectralink offers a developer’s package and support to assist third parties in
producing applications
■■ Our AIMs partner ecosystem includes more than 40 signed partners producing
applications
■■ Native web browsers on our Wi-Fi handsets enable exceptionally rich application
integrations
■■ Provide solutions that support presence and instant messaging, including Microsoft
Skype for Business direct interoperability
■■ PIVOT handsets integrate with the industry’s leading Enterprise Mobile
Management (EMM/MDM) systems
■■ Provide Real-time Location System (RTLS) functionality to locate and track users
throughout the workplace
■■ Incorporate panic buttons and accelerometers to detect situations such as “man down”
solutions ensure that communications between customers and between associates
are clear and never dropped.
■■ Spectralink handsets deliver large, color displays that are readable in various
lighting conditions, for easy readability and access to critical information
■■ Familiar QWERTY or telephone-based keypad interface minimizes training time
■■ Choice of lightweight handsets and industrial designs
■■ Integrated barcode readers on the PIVOT 8753 and Spectralink 8453 handsets
are high-performance industrial, 1D/2D imagers, designed to work in rigorous
environments
■■ Barcode scanners facilitate inventory management by providing the ability to check
stock-levels in the warehouse or at other locations
■■ PTT and text messaging capabilities are built in to our solutions, unlike with some
competitors (e.g. Cisco) that offer PTT as an “add on” or require additional servers
■■ Unlike cellular, Spectralink wireless solutions support the full range of traditional
PBX call control features and simultaneously ring the end-user’s desktop phone
extension and wireless telephone
RETAIL SALES PLAYBOOK | 35
CAPABILITY
CAPABILITY EXPLAINED
SUPPORTING FACTS AND PROOF POINTS
SOLUTIONS
MAPPED TO
THE NEEDS
OF RETAIL
■■ Purpose-built devices
■■ Access to key data
■■ The Spectralink 70-Series DECT Handsets have been designed specifically to
■■ Associate safety alarms
■■ Retail safety alarms
■■ Handsets provide associates with access to promotional pricing, product
■■ Cleanable, durable
■■ Protection against dust and
water
INTEROPERABILITY
■■ Call control integration
■■ Wireless LAN
interoperability
■■ Microsoft® Skype
for Business Server
interoperability
■■ Google Mobile Services
■■ Cisco Unified
Communications Manager
and Cisco WLAN Access
Points support
CONFIDENTIAL - PARTNER USE ONLY V1.1
address the needs of retail
information and customer information anywhere on the selling floor to enable
consultative selling
■■ Quick Barcode Connector gives staff fast access to the inventory data they need
■■ Secure Enterprise Messaging helps protect customer information while enabling
customer-centric applications
■■ We can provide handsets incorporating panic alarms, built-in motion detectors and
push-to-talk features to provide a safe shopping experience
■■ The Spectralink Handset is made durable for both retail and warehouse
environments
■■ All our handsets are resistant to dust and spraying water: some DECT models
meet the IP54 standard for dust and water ingress protection, while others and all
the Wi-Fi handsets are IP64-compliant and dust tight
■■ Spectralink workplace mobility solutions interoperate with 95% of IP-based and
legacy call control implementations and 95% of enterprise-grade 802.11 access
points
■■ The Spectralink VIEW program certifies its partners to provide customers with
proven Wi-Fi telephony solutions using enterprise-class WLAN infrastructure
products and Spectralink’s 8000 Portfolio solutions
■■ The Spectralink CSI program tests the telephony integration and infrastructure to
ensure that Spectralink solutions, work on the communication platforms you use
■■ The Spectralink AIMS program makes it easier for application providers and
mobile device managers (MDMs) around the world to extend the functionality and
customization of Spectralink solutions.
■■ We are the only vendor with solutions that interoperate with Microsoft Skype for
Business server, supporting enterprise presence, IM, peer-to-peer and multiparty
voice calling, and PSTN connectivity
■■ Spectralink is the first Google Mobile Services- certified enterprise-grade
Smartphone in the industry
RETAIL SALES PLAYBOOK | 36
Common Objections
OBJECTION
OBJECTION
Why can’t I just use a smart phone for this?
Your system is too complex to manage.
REAL CONCERN
REAL CONCERN
It’s easier to just buy consumer devices – fewer approvals
required, easy access through wireless carriers, and we can just
expense them. Plus employees will never complain about getting
an iPhone; they’re really cool.
I can’t afford the time or effort to set this up and administer your
solution. I’m concerned about tracking the smartphones and
measuring TCO.
ANSWER
Unlike consumer smartphone solutions, you need comprehensive
deployment and management tools to minimize support resource
requirements and to lower the TCO. With Spectralink handsets,
you can quickly provision and support handsets remotely. And
Configuration Management Server (CMS) solution can be installed
locally or you can take advantage of our hosted solution.
Giving consumer smartphones to your associates might be a
good short-term solution but will cost a lot more in the long run.
You need enterprise-grade devices that will stand up to 24x7 use,
provide consistent voice quality on the Wi-Fi network, and be
manageable just like all the other IT equipment you deploy. We
know of several retailers that deployed iPhones and then went
back to buy purpose-built devices in order to keep the mobile
solution viable.
Further, personally owned devices look unprofessional. From a
customer’s perception, the use of BYOD devices by associates makes
them look like they’re not working or are ignoring customers.
–––
OBJECTION
I don’t see how this streamlines my business processes.
REAL CONCERN
I don’t believe this will save me money.
ANSWER
Inventory management is critical to the profitability of all retailers.
Inventory must be made available to customers when needed
while you also must ensure that the stock is turning over efficiently.
We provide value by keeping information and content flowing
among employees to ensure efficiency in the entire work-stream,
from the time inventory is received in the warehouse to the time it
is shelved in the stores and ultimately delivered to the customer.
This avoids costly breakdowns in communications, provides
precise tracking of inventory movement, ensures that stock is
moving through the system efficiently and that customers receive
the products they want when they want it
ANSWER
–––
OBJECTION
The handset is too big.
REAL CONCERN
My employees won’t accept this. I will look out of touch and oldfashioned asking them to use something like this.
ANSWER
Being purpose-built for the retail environment, all of our handsets
are designed for durability and reliability.
For example, if you drop a smartphone onto a hard surface it is
likely to break. This doesn’t happen with Spectralink handsets.
And with our newer handsets, your team may only have to carry
around one device, instead of two, three or more.
–––
OBJECTION
I need a scanner.
REAL CONCERN
I am concerned my users will complain about the PIVOT 7853 form
factor and not use the devices.
ANSWER
You have options that allow you to choose the right device at the right
price depending on the scanner needs of different job functions. Our
dedicated scanner device, the PIVOT 8753, is no heavier than most
consumer smartphones, and is actually smaller and lighter than using
an iPhone with a scanner attachment.
And for staff that do not need heavy-duty scanning functionality,
the PIVOT 8744/SC camera can be used for scanning as a lighter/
thinner option.
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 37
OBJECTION
OBJECTION
We can’t use wireless. It’s not secure.
The device features — all of the notifications, alerts and text
messaging — seem too complicated for a temporary or seasonal
retail workforce.
REAL CONCERN
I don’t want the risk of customer information being compromised or
misused.
ANSWER
Using facility-owned devices with secure networking and
applications reduces the risk of customer data breaches. The
standards we follow for Wi-Fi solutions – including enterprisegrade WLAN protocols, Secure Real-time Transport Protocol
(SRTP) and Transport Layer Security (TLS) – protect your
confidential information from unauthorized users, hackers and
outside surveillance. Our DECT range of solutions implement the
inherently secure DECT standard. So security of wireless systems
is not an issue.
A greater risk is the way your employees use whatever system and
tools you provide. With Spectralink, you control how your workers
can use their handsets for voice and data, making your system
even more secure.
–––
OBJECTION
If I give my people one of your new handsets they’ll be surfing the
web all day.
REAL CONCERN
I don’t trust my users. There might be liability issues we haven’t
thought of.
ANSWER
Delivering a superior customer experience is the most important
factor for retailer success. With Spectralink associates on the
selling floor now have access to more product information, which
allows them to provide consultative selling to customers. They can
close sales when they are with customers as well as offer new
and additional products to take advantage of upsell and/or cross
sell opportunities. Not only does this provide a great customer
experience that encourages repeat sales but it also accelerates
inventory turns for the retailer.
Application access is controlled by the system administrator. You
can specify how each employee is able to use the handset and
we support enterprise mobility management (EMM) solutions
that can prevent unauthorized applications from being loaded
on the device. And you avoid the sometimes negative customer
perceptions about associates using personally owned devices.
REAL CONCERN
I don’t see the value in notifications, alerts or secure text
messaging, and don’t want to pay for it.
ANSWER
These essential safety features help you provide a safe shopping
experience. This both reduces employee turnover and increases
the loyalty of customers and staff. Spectralink phones are quieter
and less disruptive compared to older radio communications
systems. This helps avoid aggravating an already tense situation.
These features also help you improve workforce safety, in the
store and in the warehouse, to decrease the risk of liability due to
on-the-job injuries. Given how much worker injuries cost the retail
industry, Spectralink solutions can help you significantly reduce
your operating costs.
–––
OBJECTION
I don’t want to create a whole new separate infrastructure for
DECT.
REAL CONCERN
This is going to be a massive extra overhead and burden on my IT
staff.
ANSWER
DECT does not have to be costly to implement and is easy to
manage. The advantages you gain by having a secure, highly
available and reliable self-contained wireless communications
system far outweigh the small additional overhead. It gives you
ability to reduce shrinkage loss and increase the bottom line
through better inventory management and communication.
Further, Spectralink solutions integrate seamlessly with your
current applications and technology. This provides you with
investment protection while helping you scale capabilities to keep
up with the fast-changing business demands of retail.
However, if you wish instead to consider Wi-Fi, we have equally
secure and reliable Wi-Fi based workplace mobility solutions I can
show you
Additionally, with our solution you won’t need to worry about
internet access outside your firewall through cellular data services
since the network access is only through your Wi-Fi network.
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 38
Appendix
References
1.
2.
3.
4.
5.
6.
7.
Hoovers, First Research. Retail Sector. 12.21.2015.
https://nrf.com/news/2016-top-250-global-powers-of-retailing#top10
https://nrf.com/news/2016-top-250-global-powers-of-retailing#top10
Hoovers, First Research. Retail Sector. 12.21.2015
http://www.retailresearch.org/retailforecast.php
http://www.tradingeconomics.com/germany/retail-sales/forecast
Lawrie, G., et al. The Retail CIO Agenda 2015: Secure and Innovate.
Forrester Research. 2015
8. Business News Daily, “Mobile POS Success Stories,” June 27, 2014
9. Exinent, Oct. 6, 2015 http://www.exinent.com/3-quick-questions-toask-before-selecting-an-e-commerce-platform/
10.Solar Communications, ‘New Unified Communications Statistics Show
Market Up 27%’, November 20, 2014. http://www.solar.co.uk/newunified-communications-statistics-show-market-27/
11. The Network Effect, ‘Why Distributed Order Management is a top
Retail Trend’, November 21, 2014. http://supplychainbeyond.com/
distributed-order-management-top-retail-trend-care/
12. Fortune, “U.S. retail workers are No. 1…in employee theft,” January 26, 2015
13. RFID Journal, RFID Market for Retailers Forecast to Grow 39%
Annually’, June 2, 2015.
14. Fortune, ‘Can RFID save brick-and-mortar retailers after all?’, April 16,
2014.
15.Boston Retail Partners. 2015 POS/Customer Engagement Survey.
February 25, 2015.
16.Price Waterhouse Cooper’s Annual Global Retail Consumer Survey.
Total Retail 2015: Retailers and the Age of Disruption. February 2015.
17. RetailNext, “Real-Time Data Drives the Future of Retail,” January 2016
18.Retail TouchPoints, “Target Revamps Stores To Attract Millennial
Shoppers,” March 4, 2016.
22.Price Waterhouse Cooper’s Annual Global Retail Consumer Survey.
Total Retail 2015: Retailers and the Age of Disruption. February 2015.
23.Retail TouchPoints, “The Move Toward Mobile POS,” September 10,
2014.
24. Price Waterhouse Cooper’s Annual Global Retail Consumer Survey,
Total Retail 2015: Retailers and the Age of Disruption, February 2015.
26.Price Waterhouse Cooper’s Annual Global Retail Consumer Survey.
Total Retail 2015: Retailers and the Age of Disruption. February 2015.
28.Webinar: Selling Wireless communications and mPOS in Retail
29.Lawrie, G., et al. The Retail CIO Agenda 2015: Secure and Innovate.
Forrester Research. 2015
30.Stepahnie Luce and Naoki Fujita. 2012. “Discounted Jobs: How
Retailers Sell Workers Short”
31. Hielke Buddlemeyer, Gilles Mourre and Melanie Ward-Warmedinger.
2005. “Part-time Work in EU Countries: Labour Market Mobility, Entry
and Exit.” Germany: European Central Bank. http://www.ecb.europa.
eu/pub/pdf/scpwps
32.Hoovers, First Research. Retail Sector. 12.21.2015.
33.2016 Liberty Mutual Workplace Safety Index (Based on 2013 injury
data)
34.IBM and Ponemon Institute, 2015 Cost of Data Breach Study: Global
Analysis. https://securityintelligence.com/cost-of-a-data-breach-2015/
35.Hoovers, First Research. Retail Sector. 12.21.2015.
36.The UK’s 11 most infamous data breaches 2015. TechWorld. October
30, 2015.
CONFIDENTIAL - PARTNER USE ONLY V1.1
44.https://nrf.com/news/2016-top-250-global-powers-of-retailing#top10
45.USDA Economic Research Service. Retailing and Wholesaling Trends.
October 28, 2015
46.http://www.deborahweinswig.com/wp-content/uploads/2015/05/FBICFeatured-Report-on-Global-Grocery-Retailng-May-20.pdf
47. http://www.oliverwyman.com/content/dam/oliver-wyman/global/
en/2015/jun/OW_The_Endgame_In_European_Grocery.pdf
48.http://www.planetretail.net/presentations/ApexBrasilPresentation.pdf
49.http://www.planetretail.net/presentations/ApexBrasilPresentation.pdf
50.Mazzone % Associates 2015 Retail Report. www.globalmna.com
51. Hoovers, First Research. Industry Profile Home Centers & Hardware
Stores. February 22, 2016
52.IBISWorld.com: Home Improvement stores in the U.S.: Market
research report. Dec. 2015 http://www.ibisworld.com/industry/default.
aspx?indid=1031
53.Hoovers, First Research. Industry Profile Home Centers & Hardware
Stores. February 22, 2016
54.The Boston Consulting Group, “Returning to Growth: A Look at the
European Automotive Aftermarket,” July 2014
55.IBISWorld.com. Auto Parts Stores in the U.S.: Market Research
Report. Nov 2015
56.Hoovers, First Research. Automotive Parts & Accessories Stores
Industry Profile. 1/4/2016
57. Hoovers, First Research. Automobile Dealers Industry Profile. 2/1/2016
58.IBISWorld.com. New Car Dealers in the U.S.: Market Research
Report. Jan. 2016
59.Box Technologies and Intel. How Long Does It Take To Lose Your
Customer? December, 2014.
RETAIL SALES PLAYBOOK | 39
Top 250 Global Retailers
https://nrf.com/2015/global250-table
REGION
FY2014 RETAIL
REVENUE
(U.S. $ MIL)
CATEGORY
U.S.
North America
$485,651
Hypermarket/Supercenter/Superstore
U.S.
North America
$112,640
Cash & Carry/Warehouse Club
COMPANY
COUNTRY OF
ORIGIN
Wal-Mart Stores Inc.
Costco Wholesale Corporation
The Kroger Co.
U.S.
North America
$108,465
Supermarket
Schwarz Unternehmenstreuhand KG
Germany
EMEA
$102,694
Discount Store
Tesco PLC
U.K.
EMEA
$99,713
Hypermarket/Supercenter/Superstore
Carrefour S.A.
France
EMEA
$98,497
Hypermarket/Supercenter/Superstore
Aldi Einkauf GmbH & Co. oHG
Germany
EMEA
$86,470
Discount Store
Cash & Carry/Warehouse Club
Metro Ag
Germany
EMEA
$85,570
The Home Depot Inc.
Walgreen Co.
(now Walgreens Boots Alliance Inc.)
Target Corporation
U.S.
North America
$83,176
Home Improvement
U.S.
North America
$76,392
Drug Store/Pharmacy
U.S.
North America
$72,618
Discount Department Store
Amazon.com Inc.
U.S.
North America
$70,080
Non-store
Groupe Auchan SA
CVS Health Corporation
(formerly CVS Caremark Corporation)
Casino Guichard-Perrachon S.A.
France
EMEA
$69,622
Hypermarket/Supercenter/Superstore
U.S.
North America
$67,798
Drug Store/Pharmacy
France
EMEA
$64,462
Hypermarket/Supercenter/Superstore
Aeon Co. Ltd.
Japan
Asia Pac
$61,436
Hypermarket/Supercenter/Superstore
Edeka Group
Germany
EMEA
$60,960
Supermarket
Lowe's Companies Inc.
U.S.
North America
$56,223
Home Improvement
Seven & i Holdings Co. Ltd.
Japan
Asia Pac
$53,839
Convenience/Forecourt Store
Rewe Combine
Germany
EMEA
$51,168
Supermarket
Centres Distributeurs E. Leclerc
France
EMEA
$48,573
Hypermarket/Supercenter/Superstore
Wesfarmers Limited
Australia
Asia Pac
$48,095
Supermarket
Woolworths Limited
Australia
Asia Pac
$48,008
Supermarket
Koninklijke Ahold N.V.
Netherlands
EMEA
$43,566
Supermarket
Best Buy Co. Inc.
U.S.
North America
$40,339
Electronics Specialty
The IKEA Group (INGKA Holding B.V.)
Netherlands
EMEA
$39,064
Other Specialty
ITM Développement International (Intermarché)
France
EMEA
$38,164
Supermarket
J Sainsbury plc
U.K.
EMEA
$37,832
Supermarket
Loblaw Companies Limited
Canada
North America
$37,812
Hypermarket/Supercenter/Superstore
Safeway Inc.
U.S.
North America
$36,330
Supermarket
Sears Holdings Corporation
U.S.
North America
$31,198
Department Store
Publix Super Markets Inc.
U.S.
North America
$30,802
Supermarket
The TJX Companies Inc.
U.S.
North America
$29,078
Apparel/Footwear Specialty
Delhaize Group SA
Belgium
EMEA
$28,395
Supermarket
Macy's Inc.
U.S.
North America
$28,105
Department Store
Wm Morrison Supermarkets PLC
AB Acquisition LLC
(now Albertsons Companies Inc.)
Rite Aid Corporation
U.K.
EMEA
$27,531
Supermarket
U.S.
North America
$27,199
Supermarket
U.S.
North America
$26,528
Drug Store/Pharmacy
LVMH Moët Hennessy-Louis Vuitton S.A.
France
EMEA
$26,006
Other Specialty
Migros-Genossenschafts Bund
Switzerland
EMEA
$25,609
Hypermarket/Supercenter/Superstore
Lotte Shopping Co., Ltd.
S. Korea
Asia Pac
$25,384
Hypermarket/Supercenter/Superstore
Système U, Centrale Nationale
France
EMEA
$25,004
Supermarket
Coop Group
Switzerland
EMEA
$24,696
Supermarket
Mercadona S.A.
Spain
EMEA
$24,515
Supermarket
Apparel/Footwear Specialty
Inditex S.A.
Spain
EMEA
$23,780
H.E. Butt Grocery Company
U.S.
North America
$22,600
Supermarket
H & M Hennes & Mauritz AB
Sweden
EMEA
$22,425
Apparel/Footwear Specialty
Apple Inc. / Apple Retail Stores
U.S.
North America
$21,462
Electronics Specialty
Empire Company Limited
Canada
North America
$20,897
Supermarket
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 40
COMPANY
COUNTRY OF
ORIGIN
A.S. Watson Group
Hong Kong
PJSC "Magnit" (formerly OJSC "Magnit")
Russia
Groupe Adeo SA
France
REGION
FY2014 RETAIL
REVENUE
(U.S. $ MIL)
CATEGORY
Asia Pac
$20,304
Drug Store/Pharmacy
EMEA
$19,851
Convenience/Forecourt Store
EMEA
$19,541
Home Improvement
Kohl's Corporation
U.S.
North America
$19,023
Department Store
Dollar General Corporation
U.S.
North America
$18,910
Discount Store
Cencosud S.A.
Chile
Latin America
$18,221
Supermarket
Kingfisher plc
U.K.
EMEA
$17,954
Home improvement
Suning Commerce Group Co. Ltd.
China
Asia Pac
$17,733
Electronics Specialty
JD.com Inc.
China
Asia Pac
$17,672
Non-store
Jerónimo Martins, SGPS, S.A.
Portugal
EMEA
$16,856
Discount Store
X5 Retail Group N.V.
Russia
EMEA
$16,853
Discount Store
Marks and Spencer Group plc
U.K.
EMEA
$16,641
Department Store
The Gap Inc.
U.S.
North America
$16,435
Apparel/Footwear Specialty
John Lewis Partnership plc
U.K.
EMEA
$15,882
Supermarket
Hypermarket/Supercenter/Superstore
Meijer Inc.
U.S.
North America
$15,700
Yamada Denki Co. Ltd.
Japan
Asia Pac
$15,146
Electronics Specialty
Coop Italia
Italy
EMEA
$14,860
Hypermarket/Supercenter/Superstore
Gome Home Appliance Group
China
Asia Pac
$14,652
Electronics Specialty
El Corte Inglés S.A.
Conad Consorzio Nazionale, Dettaglianti Soc.
Coop. a.r.l.
Whole Foods Market Inc.
Spain
EMEA
$14,639
Department Store
Italy
EMEA
$14,569
Supermarket
U.S.
North America
$14,194
Supermarket
China Resources Enterprise Limited
Hong Kong
Asia Pac
$14,110
Hypermarket/Supercenter/Superstore
Fast Retailing Co. Ltd.
Japan
Asia Pac
$13,529
Apparel/Footwear Specialty
S Group
Finland
EMEA
$13,188
Supermarket
Nordstrom Inc.
Dixons Carphone plc
(formerly Dixons Retail plc)
Otto (GmbH & Co KG)
U.S.
North America
$13,110
Department Store
U.K.
EMEA
$12,991
Electronics Specialty
Germany
EMEA
$12,843
Non-store
ICA Gruppen AB
Sweden
EMEA
$12,454
Supermarket
Toys "R" Us Inc.
U.S.
North America
$12,361
Other Specialty
J. C. Penney Company Inc.
U.S.
North America
$12,257
Department Store
BJ's Wholesale Club Inc.
U.S.
North America
$12,000
Cash & Carry/Warehouse Club
Bed Bath and Beyond Inc.
U.S.
North America
$11,881
Other Specialty
Co-operative Group Ltd.
U.K.
EMEA
$11,815
Supermarket
Louis Delhaize S.A.
Belgium
EMEA
$11,685
Hypermarket/Supercenter/Superstore
Spar Holding AG
Austria
Asia Pac
$11,591
Supermarket
Staples Inc.
U.S.
North America
$11,585
Other Specialty
E-MART Inc.
S. Korea
Asia Pac
$11,576
Hypermarket/Supercenter/Superstore
Isetan Mitsukoshi Holdings Ltd.
Southeastern Grocers, LLC (formerly BI-LO
Holding LLC)
L Brands Inc.
Japan
Asia Pac
$11,513
Department Store
U.S.
North America
$11,500
Supermarket
U.S.
North America
$11,454
Apparel/Footwear Specialty
CP ALL Public Company Limited
Thailand
Asia Pac
$11,436
Convenience/Forecourt Store
Ross Stores Inc.
U.S.
North America
$11,042
Apparel/Footwear Specialty
Dairy Farm International Holdings Limited
Hong Kong
Asia Pac
$11,008
Supermarket
NorgesGruppen ASA
Norway
EMEA
$10,996
Discount Store
Décathlon S.A. (formerly Oxylane Groupe)
France
EMEA
$10,900
Other Specialty
Metro Inc.
Distribuidora Internacional de Alimentación
S.A. (Dia, S.A.)
Liberty Interactive Corporation
Canada
North America
$10,715
Supermarket
Spain
EMEA
$10,649
Discount Store
U.S.
North America
$10,499
Non-store
Family Dollar Stores Inc.
U.S.
North America
$10,489
Discount Store
S.A.C.I. Falabella
Chile
Latin America
$10,461
Department Store
CONFIDENTIAL - PARTNER USE ONLY V1.1
RETAIL SALES PLAYBOOK | 41
REGION
FY2014 RETAIL
REVENUE
(U.S. $ MIL)
CATEGORY
EMEA
$10,423
Home Improvement
EMEA
$10,240
Other Specialty
North America
$10,238
Other Specialty
$10,086
Drug Store/Pharmacy
EMEA
$9,968
Discount Store
EMEA
$9,960
Supermarket
U.S.
North America
$9,900
Home Improvement
Advance Auto Parts Inc.
U.S.
North America
$9,844
Other Specialty
Kesko Corporation
Finland
EMEA
$9,665
Supermarket
J. Front Retailing Co. Ltd.
Japan
Asia Pac
$9,606
Department Store
Giant Eagle Inc.
U.S.
North America
$9,600
Supermarket
Dirk Rossmann GmbH
Germany
EMEA
$9,571
Drug Store/Pharmacy
SuperValu Inc.
U.S.
North America
$9,492
Supermarket
AutoZone Inc.
U.S.
North America
$9,475
Other Specialty
GameStop Corp.
U.S.
North America
$9,296
Other Specialty
Home Retail Group plc
EMEA
$9,295
Other Specialty
EMEA
$9,195
Apparel/Footwear Specialty
Uny Group Holdings Co. Ltd.
U.K.
Belgium/
Germany
Japan
Asia Pac
$9,127
Convenience/Forecourt Store
Hy-Vee Inc.
U.S.
North America
$8,700
Supermarket
Dollar Tree Inc.
U.S.
North America
$8,602
Discount Store
Colruyt Group
Belgium
EMEA
$8,596
Supermarket
Esselunga S.p.A.
Italy
EMEA
$8,549
Supermarket
COMPANY
COUNTRY OF
ORIGIN
Tengelmann Warenhandelsgesellschaft KG
Germany
Steinhoff International Holdings Ltd.
S. Africa
Canadian Tire Corporation Limited
Canada
dm-drogerie markt GmbH + Co. KG
Germany
EMEA
Dansk Supermarked A/S
Denmark
Shoprite Holdings Ltd.
S. Africa
Menard Inc.
C&A Europe
Reitan Group
Norway
EMEA
$8,486
Discount Store
Globus Holding GmbH & Co. KG
Germany
EMEA
$8,400
Hypermarket/Supercenter/Superstore
Chow Tai Fook Jewellery Group Limited
Hong Kong
Asia Pac
$8,285
Other Specialty
FEMSA Comercio, S.A. de C.V.
Mexico
North America
$8,255
Convenience/Forecourt Store
Associated British Foods plc / Primark
U.K.
EMEA
$8,202
Apparel/Footwear Specialty
Bic Camera Inc.
Shanghai Bailian Group Co. Ltd. (formerly
Shanghai Friendship Group Incorporated Co.)
Office Depot Inc.
Japan
Asia Pac
$8,132
Electronics Specialty
China
Asia Pac
$8,078
Supermarket
U.S.
North America
$8,050
Other Specialty
Army & Air Force Exchange Service (AAFES)
U.S.
North America
$7,834
Convenience/Forecourt Store
Takashimaya Co. Ltd.
Japan
Asia Pac
$7,788
Department Store
Beisia Group Co. Ltd.
Japan
Asia Pac
$7,700
Home Improvement
Organización Soriana S.A.B. de C.V.
Mexico
North America
$7,668
Hypermarket/Supercenter/Superstore
Wegmans Food Markets Inc.
U.S.
North America
$7,560
Supermarket
Hudson's Bay Company
Canada
North America
$7,342
Department Store
H2O Retailing Corporation
Japan
Asia Pac
$7,284
Department Store
Jumbo Groep Holding B.V.
Netherlands
EMEA
$7,269
Supermarket
O'Reilly Automotive Inc.
U.S.
North America
$7,216
Other Specialty
Foot Locker, Inc.
U.S.
North America
$7,151
Apparel/Footwear Specialty
PetSmart Inc.
U.S.
North America
$7,112
Other Specialty
Kering S.A.
France
EMEA
$7,078
Apparel/Footwear Specialty
Compagnie Financière Richemont SA
Switzerland
EMEA
$6,902
Other Specialty
Lojas Americanas S.A.
Brazil
Latin America
$6,899
Discount Department Store
Coop Danmark A/S
The Sherwin-Williams Company / Paint
Stores Group
Grupo Eroski
Denmark
EMEA
$6,870
Supermarket
U.S.
North America
$6,852
Home Improvement
Spain
EMEA
$6,847
Supermarket
Dick's Sporting Goods Inc.
Central Group (formerly Central Retail
Corporation Ltd.)
Coppel S.A. de C.V.
U.S.
North America
$6,814
Other Specialty
Thailand
Asia Pac
$6,800
Department Store
Mexico
North America
$6,794
Department Store
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RETAIL SALES PLAYBOOK | 42
REGION
FY2014 RETAIL
REVENUE
(U.S. $ MIL)
CATEGORY
EMEA
$6,734
Hypermarket/Supercenter/Superstore
COMPANY
COUNTRY OF
ORIGIN
Axel Johnson AB / Axfood, Axstores
Sweden
Dillard's Inc.
U.S.
North America
$6,649
Department Store
Nike Inc. / Direct to Consumer
U.S.
North America
$6,634
Apparel/Footwear Specialty
BİM Birleşik Mağazalar A.Ş.
Turkey
EMEA
$6,621
Discount Store
Bauhaus GmbH & Co. KG
Germany
EMEA
$6,589
Home Improvement
Next plc
U.K.
EMEA
$6,527
Apparel/Footwear Specialty
Belle International Holdings Limited
Hong Kong
Asia Pac
$6,505
Apparel/Footwear Specialty
Sonae, SGPS, SA
Portugal
EMEA
$6,315
Supermarket
Edion Corporation
Japan
Asia Pac
$6,290
Electronics Specialty
Yodobashi Camera Co. Ltd.
Japan
Asia Pac
$6,223
Electronics Specialty
President Chain Store Corp.
Taiwan
Asia Pac
$6,179
Convenience/Forecourt Store
Pick n Pay Stores Limited
S. Africa
EMEA
$6,125
Supermarket
OJSC Dixy Group
Russia
EMEA
$6,043
Supermarket
WinCo Foods LLC
Don Quijote Holdings Co. Ltd. (formerly Don
Quijote Co., Ltd.)
Emke Group / Lulu Group International
U.S.
North America
$6,000
Supermarket
Japan
Asia Pac
$5,807
Discount Department Store
UAE
EMEA
$5,800
Hypermarket/Supercenter/Superstore
The Great Atlantic & Pacific Tea Company Inc.
U.S.
North America
$5,800
Supermarket
K's Holdings Corporation
Japan
Asia Pac
$5,798
Electronics Specialty
Signet Jewelers Limited
Bermuda
North America
$5,724
Other Specialty
Yonghui Superstores Co. Ltd.
China
Asia Pac
$5,719
Hypermarket/Supercenter/Superstore
Tractor Supply Company
U.S.
North America
$5,712
Other Specialty
SHV Holdings N.V. / Makro
Netherlands
EMEA
$5,663
Cash & Carry/Warehouse Club
Hypermarket/Supercenter/Superstore
Majid Al Futtaim Holding LLC
UAE
EMEA
$5,603
Defense Commissary Agency (DeCA)
U.S.
North America
$5,600
Supermarket
E.Land World Ltd.
S. Korea
Asia Pac
$5,588
Apparel/Footwear Specialty
El Puerto de Liverpool, S.A.B. de C.V.
Mexico
North America
$5,431
Department Store
Grupo Comercial Chedraui, S.A.B. de C.V.
Mexico
North America
$5,374
Hypermarket/Supercenter/Superstore
Izumi Co. Ltd.
Japan
Asia Pac
$5,361
Hypermarket/Supercenter/Superstore
Deichmann SE
Germany
EMEA
$5,317
Apparel/Footwear Specialty
Life Corporation
Japan
Asia Pac
$5,289
Supermarket
The SPAR Group Limited
S. Africa
EMEA
$5,210
Supermarket
Groupe FNAC S.A.
France
EMEA
$5,178
Other Specialty
Big Lots Inc.
U.S.
North America
$5,177
Discount Store
Lenta Group
Russia
EMEA
$5,160
Hypermarket/Supercenter/Superstore
Foodstuffs North Island Ltd.
New Zealand
Asia Pac
$5,056
Hypermarket/Supercenter/Superstore
Supermarket
Coop Sverige AB
Sweden
EMEA
$5,001
Coop Norge, the Group
Norway
EMEA
$4,977
Supermarket
Woolworths Holdings Limited
S. Africa
EMEA
$4,950
Department Store
Celesio AG
Burlington Stores Inc. (formerly Burlington
Coat Factory Investments Holdings Inc.)
Neiman Marcus Group LTD LLC
Germany
EMEA
$4,889
Drug Store/Pharmacy
U.S.
North America
$4,850
Department Store
U.S.
North America
$4,839
Department Store
Dashang Co. Ltd.
China
Asia Pac
$4,819
Department Store
Agrokor d.d.
Croatia
EMEA
$4,809
Supermarket
Ascena Retail Group Inc.
U.S.
North America
$4,791
Apparel/Footwear Specialty
Shimamura Co. Ltd.
The Michaels Companies Inc. (formerly
Michaels Stores Inc.)
Chongqing Department Store Co. Ltd.
Japan
Asia Pac
$4,761
Apparel/Footwear Specialty
U.S.
North America
$4,738
Other Specialty
China
Asia Pac
$4,712
Department Store
Williams-Sonoma Inc.
U.S.
North America
$4,699
Non-store
GS Retail Co. Ltd.
S. Korea
Asia Pac
$4,592
Convenience/Forecourt Store
OJSC "Company M.video"
Russia
EMEA
$4,580
Electronics Specialty
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RETAIL SALES PLAYBOOK | 43
COMPANY
COUNTRY OF
ORIGIN
REGION
FY2014 RETAIL
REVENUE
(U.S. $ MIL)
CATEGORY
Apparel/Footwear Specialty
Forever 21 Inc.
U.S.
North America
$4,500
Arcadia Group Limited
U.K.
EMEA
$4,474
Apparel/Footwear Specialty
SM Investments Corporation
Philippines
Asia Pac
$4,454
Hypermarket/Supercenter/Superstore
Dufry AG
Switzerland
EMEA
$4,446
Other Specialty
Berkshire Hathaway Inc. / Retail operations
U.S.
North America
$4,422
Other Specialty
Save Mart Supermarkets
U.S.
North America
$4,421
Supermarket
MatsumotoKiyoshi Holdings Co. Ltd.
Japan
Asia Pac
$4,393
Drug Store/Pharmacy
Hermès International SCA
France
EMEA
$4,387
Apparel/Footwear Specialty
Darty plc
U.K.
EMEA
$4,372
Electronics Specialty
XXXLutz Group
Austria
Asia Pac
$4,367
Other Specialty
Arcs Co. Ltd.
Japan
Asia Pac
$4,361
Supermarket
Iceland Topco Limited
U.K.
EMEA
$4,352
Supermarket
Nonggongshang Supermarket (Group) Co. Ltd.
China
Asia Pac
$4,347
Supermarket
HORNBACH-Baumarkt-AG Group
Germany
EMEA
$4,347
Home Improvement
Gruppo Eurospin
Italy
EMEA
$4,254
Discount Store
Intersport Deutschland eG
Germany
EMEA
$4,187
Other Specialty
Sports Direct International plc
U.K.
EMEA
$4,167
Other Specialty
Magazine Luiza SA
Brazil
Latin America
$4,165
Electronics Specialty
Belk Inc.
U.S.
North America
$4,110
Department Store
Barnes & Noble Inc.
U.S.
North America
$4,108
Other Specialty
Demoulas Super Markets Inc. (dba Market Basket)
U.S.
North America
$4,100
Supermarket
Overwaitea Food Group
Canada
North America
$4,100
Supermarket
Valor Co. Ltd.
Norma Lebensmittelfilialbetrieb Stiftung &
Co. KG
Sundrug Co. Ltd.
Japan
Asia Pac
$4,081
Supermarket
Germany
EMEA
$4,081
Discount Store
Japan
Asia Pac
$4,057
Drug Store/Pharmacy
Tiffany & Co.
U.S.
North America
$4,015
Other Specialty
DCM Holdings Co. Ltd.
Japan
Asia Pac
$4,001
Home Improvement
Academy Ltd. (dba Academy Sports + Outdoors)
U.S.
North America
$4,000
Other Specialty
Stater Bros. Holdings Inc.
U.S.
North America
$4,000
Supermarket
O’Key Group S.A.
Reinalt-Thomas Corporation (dba Discount
Tire/America's Tire)
Tokyu Corporation
Russia
EMEA
$3,989
Hypermarket/Supercenter/Superstore
U.S.
North America
$3,980
Other Specialty
Japan
Asia Pac
$3,960
Department Store
Ralph Lauren Corporation
Lagardère Travel Retail SAS
(formerly Lagardère Services SA)
Lawson Inc.
U.S.
North America
$3,956
Apparel/Footwear Specialty
France
EMEA
$3,944
Other Specialty
Japan
Asia Pac
$3,922
Convenience/Forecourt Store
Tsuruha Holdings Inc.
Japan
Asia Pac
$3,920
Drug Store/Pharmacy
PRADA Group
Italy
EMEA
$3,913
Apparel/Footwear Specialty
Roundy's Inc.
U.S.
North America
$3,855
Supermarket
Debenhams plc
U.K.
EMEA
$3,823
Department Store
Nitori Holdings Co. Ltd.
Japan
Asia Pac
$3,813
Other Specialty
JYSK Group
Denmark
EMEA
$3,811
Other Specialty
Grandvision N.V.
Netherlands
EMEA
$3,745
Other Specialty
Abercrombie & Fitch Co.
U.S.
North America
$3,744
Apparel/Footwear Specialty
HTM-Group
France
EMEA
$3,714
Electronics Specialty
RONA Inc.
Canada
North America
$3,712
Home Improvement
Heiwado Co. Ltd.
Japan
Asia Pac
$3,707
Hypermarket/Supercenter/Superstore
Vipshop Holdings Limited
China
Asia Pac
$3,701
Non-store
Liquor Control Board of Ontario
Canada
North America
$3,691
Other Specialty
Coach Inc.
U.S.
North America
$3,686
Other Specialty
Ingles Markets Inc.
U.S.
North America
$3,683
Supermarket
Groupe Vivarte
France
EMEA
$3,653
Apparel/Footwear Specialty
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