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The supply chain doesn’t really end anymore. In the past, once the product reached the sales floor, the journey was complete – and that was the selling point.

But today, there are a range of purchase and fulfillment options available, such as e-commerce, online pick-up purchase in store, curbside delivery and same-day delivery. Final product delivery is increasingly handled by retail store partners and backroom workers, who find themselves in the midst of a disrupted supply chain.

“The store is everywhere,” Joe Hasenzahl, Senior Director of Business Development at Samsung (OTCPK: SSNLF), told Modern Shipper.

Hasenzahl heads up Samsung’s retail B2B mobility division, where he devises innovative ways to connect retail employees to the supply chain using mobile devices, such as the Galaxy S21 or ZFlip 3, that also serve as a phone and tablet.

“When you give colleagues mobile devices, you give them the data they need to do their jobs,” Hasenzahl explained.

With mobile devices feeding them data from the palm of their hands, store partners can track inventory, pricing, and even customer movements throughout the store. This in turn allows them to find products without having to scramble, whether they are fulfilling an online order at the curb or helping a customer find an item on the shelves. And since many retailers are dealing with understaffing, doing more with fewer resources may give them an advantage.

“You have fewer assistants on your sales floor, but you can provide them with the information they need to be effective,” Hasenzahl said. “This is where mobility comes in.”

You have fewer assistants on your sales floor, but you can provide them with the information they need to be effective.

Joe Hasenzahl, Senior Director of Business Development, Samsung

At the same time, Samsung devices collect information about the associate’s journey, allowing store operators to access data such as which apps they use most often, how many steps they take per day, and in which areas of the store they spend the most time. With this information, retailers can better organize the partners who manage their in-store supply chains to make the fulfillment process frictionless.

“You enter the environment and you enter on your mobile device. Then, you get your task assignment on your mobile device which updates as you progress through the day, depending on the needs of the retail environment,” Hasenzahl explained.

While many retailers deploy mobile devices on their store floors, Samsung’s technology is also suitable for backroom and warehouse environments. The devices are equipped with object recognition technology and machine vision that identifies and scans barcodes, but unlike typical scanners, they can multitask.

“When the device is presented with an entire wall of barcodes, it can determine which one the partner is looking for. But while it does that, it simultaneously collects data about every other ignored barcode,” Hasenzahl said. “Is this product in the right place? Are we low on the product? Is this label wrong? All of these things can be done while searching for a product at the same time.”

But that’s not the only way Samsung is using tracking to elevate the retail supply chain. To get a comprehensive view of how customers, affiliates, and backroom workers are using physical space, Samsung introduces FastSensor, an AI-powered SaaS system that tracks and analyzes movement in and around the store.

The solution intermittently voice commands customers’ mobile devices to locate them, and allows retailers to segment their stores by regions to see which customers spend the most time in which regions, as well as what they’ve purchased. This kind of insight can provide valuable insights into sales and conversion rates by region, helping colleagues build the most effective planning possible.


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FastSensor also provides visibility into the area around the store. It can track devices walking on the sidewalk or moving in the parking lot, providing a view of the total traffic that can be handled in front of the store. It also acts as a door counter, keeping track of how many customers have crossed a store’s doorstep, and can even differentiate between shoppers and delivery drivers, something most retail technologies can’t do yet.

“Then, once we understand that you’re a real customer, we can now understand how long you spend in a particular area, how many people are in the area, how you’ve converted in the store, and how long the total shopping time is,” Hasenzahl’s colleague, Parrish Chapman, explained to Modern Shipper. “And then we can understand how digital signage drove your behaviors by directing you to the physical environment.”

Chapman, principal account manager for retail sales at Samsung Electronics America, is also interested in building a more adaptable in-store supply chain, but he does so with a range of consumer-facing digital signage products to help consumers do more themselves without needing a store assistant to help them with Primarily.

“If you want to have a personalized shopping experience, which is really growing right now in the retail space…these mobile devices do really well for digital signage,” Chapman said. “So you can extend that experience from mobile to our screens and really reduce friction in the process.”

Partners can use their mobile devices to update Samsung’s catalog of digital displays and LED displays on the go if they want to share things like new products or updated prices. At the same time, customers can use their mobile devices to interact with the banners, or they can interact with them directly.

Chapman shared the example of digital signage Samsung provided for Saatva mattress stores: “We have a 13-inch screen in front of each mattress. It’s interactive, and the customer can educate and shop on their own, or they can engage a colleague if they wish. Then they can order right in front of the mattress and have it delivered to their home. “.

We were able to take over all aspects of technology and information technology and allow [retailers] Do what they do best: run their business.

Barrish Chapman, Key Account Manager, Corporate Retail, Samsung

If the customer prefers to take the product out of the store, digital signage can help with that as well. The Samsung Kiosk is the company’s digital point of sale offering, providing a contactless checkout option that doesn’t entail pulling an assistant off the store floor.

The company has even begun incorporating elements of social commerce into its banners through a partnership with Sprinklr, a unified customer experience management platform that collaborates with some of the biggest brands, including Microsoft, Verizon and McDonald’s.

All Samsung digital signage products are hosted by cloud-based software called MagicINFO which allows them to edit and update content, manage data, and troubleshoot devices. While a typical cloud-hosted network can take up to six months to set up in a large store and run on in-store Wi-Fi, Samsung’s solution takes about two weeks and can work on LTE.

The software even provides remote access to Samsung devices for repairs and resets, with the company running a 24-hour Network Operations Center that monitors and troubleshoots devices.

“We have been able to take over all aspects of technology and IT and allow it to do so [retailers] Chapman emphasized that they do what they do best: run their business.


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MagicINFO provides a crucial bridge between Samsung mobile retail and digital signage solutions. With the two components running on the same network, they can each feed the other to enable a new gear of retail supply chain agility.

“Any place in the store becomes a data point that can influence content, whether it’s based on proximity, the number of people in front of a screen, or updating stock levels so that you don’t advertise a product on digital signage,” Hassenzal explained.

By capturing real-time data and fusing it into MagicINFO, both partners and consumers get a comprehensive view of product availability, pricing, and more, turning the journey from point A to point B into an even shorter one.

“We capture this data in real time as employees do their work and update customer-facing signs with this data set. It makes the retailer more efficient,” Hassenzal added. “It leverages the data you generate on the go to create better experiences for your partners and customers.”

But Samsung still sees room for innovation. The company is looking into offering MagicINFO advertising software, through which brands can sell in-store ads to be displayed on digital signage.

FastSensor is another product that will get more attention: “Another item we’re adding this year has to do with shrinkage. For example, if we want to tag expensive barbecue grills or tool rental equipment, we can monitor where they are in the store and when they leave the parking lot. Then when Returns , [FastSensor] Chapman said.

Samsung is also looking to make the point of sale more mobile. While it already offers contactless payment kiosks, the company wants to bring cash rolls in the aisle and allow store partners to complete orders from their mobile devices without having to install new infrastructure.

Chapman said Samsung’s planned and current offerings have so far been well received by employees. The company has reported higher net employee promoter scores – a measure of worker satisfaction – among its clients.

“If you have the best navigation and great presentation and you can interact, as an employee, you feel empowered to get that data,” he said.

“It has been very exciting to be able to support our retail and warehouse customers with these solutions,” Chapman added. “We were ready. And I think it really allowed us to take pictures and move quickly to support everyone.”

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