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Omni-Channel Payments on the Move Retailers See Mobile Devices As Digital-Store Link RETAIL SOLUTIONS BRIEF BY ADAM BLAIR Omni-Channel Payments on the Move Retailers see mobile devices as digital-store link recent survey con- firms that non-linear shopping, with cus- tomers “touching” at least two channels on their way to a productA purchase, has become the norm for a majority (54 percent) of consum- ers. It’s a figure that seems almost cer- tain to rise, meaning retailers who want to effectively serve these customers will need to provide payment solutions that operate seamlessly in, and across, mul- tiple channels and touchpoints. That can be easier said than done – and other results of the survey, con- ducted by Oracle, point out some of the challenges retailers face as they estab- lish their omni-channel payment strat- egies. For one thing, consumers them- selves seem to be of two minds about newer payment methods, particularly those involving mobile devices. One Customers’ fast-growing embrace of mobility has quarter of the 2,169 U.S. and Canadi- an consumers surveyed in Q4 of 2011 retailers striving to catch up in the payment area say they fear security breaches on their mobile phone. Despite these fears, 44 percent of those aged 25 to 34, and 30 percent of those aged 18 to 24, said they are jittery about a transaction’s safety, retail trends that mobility will be playing already are, or soon will be, using these even a small slip could scare them away a big role in the development of omni- phones as payment devices within a re- from using a retailer’s new sales chan- channel payments. Payment options in- tail store. nel, no matter how convenient and cus- volving consumers’ own mobile devices Consumer discomfort with mobile tomer-friendly it is. are expanding, with competing pro- payment security (whether justified or grams from powerful players (Google not) raises the stakes for retailers to get MOBILE PAY MULTIPLIES and eBay-owned PayPal) involving pi- things right as they expand their port- It will come as no surprise to anyone lots and deployments at major retailers folio of payment offerings. If customers who has been paying attention to recent (Home Depot, Office Depot, Gap and 14 M A R C H 2012 R I S N E W S . C O M 14.rsb_0312_v5.indd 1 2/23/12 2:35 PM INDUSTRY PERSPECTIVE ADVERTORIAL Where do your customers shop? Connecting data in the cloud can simplify your business CHARLIE MCCARTER, REGioNAL SALES Director, SMB Retail SOLUtioNS, DELL INC What are some of the key pressures that the move to security, network management, and integration. Without Qomni-channel, multi-touchpoint shopping has put on the proper “know-how” about these concepts, your omni- retailers’ payment/transaction functions? channel strategy likely could spiral out of control. Choose I believe the first thing to do is rephrase this industry a partner who can help you develop a consolidated & stra- terminology of “omni-channel” to reflect what it really tegic plan to manage the growth of those systems, the means, which is “CUSTOMER preference,” since that’s data involved, and who can help you smartly scale your the gist of this engagement change. With customers hav- infrastructure as your business grows. ing so many options at the touch of their fingers, the real chal- lenges are delivering a unique experience or a “best-in-class” What are the most important security issues retailers will need experience to shoppers. That means considering how you will to address as their payment goes omni-channel? link your online experience to your brick & mortar experience, Complexity is the enemy of security, and being compliant isn’t how you will handle inventory on both fronts, how you market the same as being secure. With more potential entry points, it real-time to your clientele, and the differentiators your experi- is easier for criminals to find ways to compromise data and net- ence offers (think in-store wireless, loyalty, specific marcom, works. Mobile security in particular is expected to become a big- etc.). Also factor in the amount of data you can now gather ger problem for retailers, particularly those that haven’t invested about your customers. That becomes a near full-time job of not the resources to ensure applications are secure. only managing those channels (Facebook, Twitter, your online Consistency is another issue. It is difficult to develop a scal- site, etc.) but also deciphering & using that data for productive able, flexible and proactive security program that works across & strategic moves within the company. all these channels, purchase points and locations. In addition, there is increased pressure to make data ac- Will the ability to seamlessly suspend and resume transactions cessible to both multiple internal users and legitimate external across multiple channels become ‘table stakes’ for omni-chan- channels. This potentially opens the floodgates to people with nel retailers? authorized access as well as to those who have bad intentions. It may not be full table-stakes but it can be one of the differen- tiators mentioned above. Keep in mind that customers don’t What roles can cloud/SaaS solutions play in simplifying the understand nor care about the backend infrastructure to make move to an omni-channel approach to payments? these things happen. They only know that one store offers it & One of the most significant challenges with supporting an omni- another doesn’t, and that can make the difference of where they channel approach to payments is coordinating the data flow—or spend their time & money. real-time data integration—between different channel end-point applications (e.g. ecommerce web application, POS registers, What kinds of back-end system changes are most critical for Mobile Payment application) and supply chain applications be- retailers to enable an effective omni-channel payment strategy? cause the applications are geographically dispersed running in As alluded to above, the infrastructure piece is important. What’s the cloud, data centers, and retail stores. A true cloud integra- even more important than that is choosing a partner who under- tion platform, such as Dell Boomi, greatly simplifies this chal- stands the key concepts of modern IT, beyond just retail con- lenge by being built to integrate business applications—regard- cepts, such as de-duplicated data storage, virtualization & cloud, less of their locations—quickly and cost-effectively. For more than 26 years, Dell has played a critical role in transforming computing, enabling more affordable and more pervasive access to technology around the world. The company’s technology solutions improve customers’ productivity, enhances their lives and meets their distinct needs. Headquartered in Round Rock, Texas, Dell serves customers ranging from the world’s largest and most demanding businesses and public-sector organizations, to small and medium businesses, and consumers worldwide. From the storefront to the back office, Dell Retail Solutions works with retailers to design, implement, and support comprehensive solutions that ease business pain points and draw greater value from technology to help them effectively reach the connected consumer. Dell Solutions for retailers include world-class information security and compliance services through Dell SecureWorks, POS solutions, systems management, mobility solutions, digital signage, digital surveillance and analytics, storage and virtualization, disaster recovery, secure wireless, Boomi data and application integration and technical support services. For more information go to http://www.dell.com/retail. M A R C H 2012 RIS NEWS.COM 15 15.DellRSBqa_0312_3.indd 1 2/23/12 2:52 PM RETAIL SOLUTIONS BRIEF Macy’s, to name a few). tifying the desire to take advantage of Group. “The 31 percent figure for adop- “Even though m-payments are a re- customers’ mobile phone or digital af- tion within the 12-month time frame cent technology innovation, they are finity. lines up well with other research IHL expected to grow briskly as a consumer Retailers surveyed for the January recently completed.” payment form factor within the next 2012 RIS/IHL Group Store Systems three years, due to the mobile/digital af- Study are also enthused about mobility, DUELING MOBILE WALLETS finity of consumers,” writes retail ana- in this case using their own mobile de- Last year saw the introduction of not lyst Sahir Anand in the January 2012 vices for point-of-sale and transactional one but two variations on the mobile Aberdeen Group report The Mobile functions. “Mobile POS with tender” wallet concept, each with a major cor- Payment Opportunity: Get Paid Anytime was the top choice for store associate porate entity behind it. Mobile wallets Anywhere. The report notes that 56 per- mobility plans, with 31 percent saying are similar to the online wallets that cent of retailers surveyed in December they plan a deployment within the next shoppers use to pay for e-commerce 2011 possess an m-payments initiative 12 months, and an additional 31 per- purchases. On mobile phones they are at some stage of deployment or consid- cent planning a deployment in the next powered by native software applications eration. two years. or downloadable apps, and they provide The biggest reason retailers are fo- Even though only 10 percent of re- consumers with the option of choos- cusing resources on mobile payments spondents currently claim to be using ing from a number of payment options, involves their customers: 61 percent this technology, “we believe it to repre- including credit, debit, gift and loyalty cite the need for greater consumer con- sent a springboard,” says study author cards. (See sidebar for detailed defini- venience, followed by 33 percent iden- Lee Holman, lead retail analyst at IHL tions.) The Google Wallet was the first to make a splash in the retail industry, with a May 2011 announcement that trum- peted the participation of retailers in- Defining Consumer Mobile Payment Types cluding American Eagle Outfitters, Ma- cy’s, The Container Store, Foot Locker, Mobile payments are broadly defined as a consumer’s ability to use a smartphone or tablet Guess, Toys “R” Us and Walgreens.
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