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GS1 MobileCom In-Store Environment White Paper

This white paper presents opportunities for brands and retailers when consumers use their mobile phones to aid shopping. It defines the optimal customer experience, identifies current ecosystem stakeholders, and envisions an optimal environment. It also explores various in-store applications and necessary technology enablers.

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GS1 MobileCom In-Store Environment White Paper

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  1. GS1 MobileCom In-Store Environment White Paper 15 June 2009

  2. Overview • Goal: • Present opportunities for Brands and Retailers when consumers use their mobile phones to aid shopping. • Target Audience: • Brands, Retailers, Mobile Operators, Mobile Solution Providers, Marketing Agencies, Standards Associations • Deliverables: • Define optimal customer experience for any type of store (FMCG, Apparel, Convenience, Electronics) • Definition of current ecosystem stakeholders • Vision for optimal environment (definition of GS1 and other stakeholder assistance required to enable) • Identification of unique and inter-related In Store applications

  3. A consumer journey through a “Mobile Enabled” Store Pre-store Planning 2. Outside Store 3. In Store Front Aisle/Shelf 5. Shopping General 6. Checkout

  4. In Store Environment Applications But what is the priority (business value/time-to-market/popularity with consumers)? • product authentication • special orders (ordering, fulfillment, locations) • finding a product (store planagram) • shopping manager apps (ex. Wish list) mobile couponing • mobile self checkout • extended packaging • mobile payment

  5. Necessary Technology Enablers • Enablers: • Barcodes • Identification keys • Master Data Standards • Messaging Standards • Data Quality and Validation • Phone functions: • Scan • Search • Display info (including barcode) Applications: • mobile couponing • mobile self checkout • extended packaging • mobile payment • product authentication • special orders (ordering, fulfillment, locations) • finding a product (store planagram) • shopping manager apps (ex. Wish list)

  6. Questions to Move Forward • What are the key recommendations from this paper? • Example: All phones should be built with 1D barcode reading capabilities? • What priorities does this paper draw forth? • Example: Preferential Extended Packaging, Mobile Incentives, Mobile Payment…. • What projects support the priorities of this paper? • Example: GDSN to retail pilot for Preferential EP • Guidelines and Standard development for Mobile Incentives (co-collaborated with MMA) • Who can contribute further examples (non-specific) that show the opportunities and challenges enabling the future store environment? • Will retail drive uptake of mobile applications? • Solution Providers: What capabilities they would like retailers to support in store (and particularly at POS) ? • What information should we include about; • Price Comparison • In Store Wireless Networks

  7. Next Steps • Initial draft of White Paper – June 2009 • Full MobileCom Group review – July 2009 • Comments resolution – August 2009 • Publication - September

  8. Contact Details Cameron GreenGS1 Global Office E cameron.green@gs1.org T + 1 609 620 4568 W www.gs1.org

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