Total Economic Impact of Windows Tablets for Retail Execution in Consumer Goods
Colin Masson, Worldwide Solution Director for Consumer Goods, Microsoft EPG
A few months ago we brought together retail and consumer goods companies in Grocery in "Reimagining Retail Execution with Windows 8.1 Tablets
", where there was tangible excitement about the prospect of then yet to be released Windows 8.1 tablets and peripherals that could meet the varied and exacting needs of in-store managers, associates and merchants.
Just a few short months later, in January, at the National Retail Federation Big Show
in New York, the Microsoft booth was swamped by both retail and consumer goods execs eager to try our 5-12" Windows Tablets, Handhelds, Phones and industry peripherals now available for assisted selling and retail execution scenarios, bringing Microsoft’s Vision of the Future of Retail
another step closer to reality.
So, what’s all the excitement about and what are the benefits of using a Windows-based tablet designed for Industry vs. popular consumer grade devices running iOS or Android?
To help answer this question, Microsoft commissioned Forrester to conduct a Total Economic Impact (TEI) study to examine the potential return on investment (ROI) consumer goods organizations or divisions may realize by deploying and using Windows tablet devices to sales representatives who travel to retail stores, and other outlets. Although there are other uses for tablet devices in Consumer Goods supply chains, we have found Retail Execution, Direct Store Delivery and Digital Merchandising to be the high ROI scenarios for home and personal care, and food and beverage products. In interviews and surveys with consumer goods organizations, Forrester found that Windows tablets:
- Increase sales rates. Sales reps armed with mobile tablets can offer better service to retailer buyers. Sales reps with Windows tablets can present richly formatted materials (whether PowerPoint presentations, videos, photos, or interactive programs) to convince potential buyers of their products’ excellence.
- Improved marketing of goods. Sales reps armed with tablets can better communicate the value proposition of their products, helping buyers to understand what they will be selling. This leads to more effective in-store marketing and retailing.
- Improved trade promotion effectiveness. Perform trade compliance audits with modern UI apps optimized for in-store data capture. Sales reps are often called upon to monitor their buyers’ compliance with the trade promotions they have agreed to execute, ensuring promotional assets and products are displayed and available on the shelf in a timely manner.
- Drive higher productivity rates. Sales reps can get more accomplished more quickly when armed with tablets, which can allow them to fit in more site visits on a given day. Specialized software can help them execute against a checklist of tasks quickly and effectively, helping focus customer conversation time, leaving more time for relationship-building or for scheduling more meetings.