W H I T E P A P E R

HOW TABLETS AND SMARTPHONES WILL

REVOLUTIONIZE RETAIL
Reimagine retail with VeriFone NFC and mobile solutions
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I N T R O D U C T I O N
Retailers will soon have to change the way they look at their point-of-sale (POS) estates. In an age of
mobile commerce, where consumers can shop with their smartphones inside your own store, get reviews,
product information and perhaps even better prices somewhere else, a retailers POS infrastructure is the
main weapon to reach consumers in store and the best chance to influence behaviour favourably for a
purchase.
Few would argue that payment technology now plays a powerful role in retail strategy. But while transaction
speed, security and reliability are increasingly vital, they come at the end of a shoppers journey when most
decisions are already made and the chance to influence a consumer has mostly passed.
As retailers look to engage with todays more mobile-orientated convenience-focused consumers, most
accept that multimedia, touch screens, self-service and mobile- and tablet-based retail platforms are all now
crucial to their long-term success.
And most also realize that the communication with a consumers own smart device will be essential in the
future. But while many retailers today have consumer mobile apps for smartphones, these are usually not
much more than online catalogues, unable to communicate to retail systems in store and leverage the
consumers presence in a meaningful way.
That will soon change as Near Field Communications (NFC) is adopted by major phone manufacturers and
millions of phones reach consumers equipped with mobile wallets and mobile apps enabled for commerce.
Retailers may finally be able to connect directly to the consumers mobile phone while in store and use that
as a tool for customer loyalty and service enhancement.
And, that will be combined with a new generation of mobile payment devices based on consumer tablets
and other smart devices that complement the countertop POS. These devices will allow associates to take
the checkout, the entire back-office and online presence of a retailer right to the consumer, anywhere in the
store. The opportunity for exciting, new interactive sales tools, personalized promotions and integrated
cross-channel marketing is endless.
Industry leaders are already implementing the
latest POS innovations to deliver better customer
services, sales tools and support. And these leaders view
their POS estates as POI estates, their main point of
interaction with consumers.
The challenge for retailers will be to overcome integration complexity
to harness and use new technologies successfully without compromising
key store operations and security that run through the POS infrastructure.
VeriFone has been leading the mobile revolution in retail systems and is your
best guide on this journey.
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C O N T E N T
Reimagining Retail 4
Leveraging Consumers Smartphones in Stores 5
Mobilizing the POS 7
The Power is in the Apps 9
Six Steps to Reimagining Retail 11
Conclusion 12
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REIMAGINING RETAIL
Traditional stores remain the engine that drives the retail
industry. However, societys rapid adoption of online shopping is
fast shifting consumer expectation as to what constitutes a store.
Younger consumers simply dont distinguish between physical
and virtual channels the same way that older generations do.
Consequently, retailers need to redefine the in-store experience
in order to stay relevant. They can no longer target 21st century
consumers with 20th century stores and technology.
To compete with e-tailers, traditional brick-and-mortar retailers
need to find innovative, new ways to link the virtual and physical
experience, and major trials are already under way. In fashion
outlets, mirror screens can now function as life-size tablets
allowing customers to choose and view themselves in different
POS Platform Expansion:
1
Mobility is Top of Mind
1 Boston Retail Partners 13th Annual POS Benchmarking Survey, January 2012
North America-based retailers
outfits without undressing or waiting for access to fitting rooms.
With built-in, touch-screen technology, these screens also allow
customers to scroll through options, select and order for fast and
easy payment/collection at the register.
But custom technology innovations like these, while appealing,
can be expensive and difficult to implement. Most retailers have
concluded that the most efficient way to reimagine the retail
experience is by leveraging their existing technology investment.
The POS infrastructure is still a retailers biggest IT investment.
In a recent research study, Boston Retail Partners shows that
retailers have two main targets for expansion of its capabilities.
They want to leverage a shoppers own smartphone for payment
transactions at stores and they want to turn the POS mobile and
bring it to customers anywhere in the store.
Centralized
POS platform
Already
implemented
Centralized
platform
Thin client Shoppers
smartphones
utilized for
checkout
Mobile POS Software as a
service
Cloud or virtual
POS
Plan to implement
in <2 years
Plaln to implement
in >2 years
No plans to
implement
8%
12%
80%
11%
7%
4%
78%
52%
19%
7%
22%
38%
4%
8%
50%
12%
8%
12%
68%
23%
15%
15%
46%
13%
17%
23%
47%
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LEvERAging COnSuMERS
SMARTPHONES IN STORES
In many countries today, there are already more
mobile phones than people. Smartphones are replacing
PCs for online browsing. According to PayPal, in the UK alone,
14 million adults regularly shop via mobile, and consumers will
spend 2.5 billion shopping on their mobiles in 2016 a growth
of 42% each year
2
.
The ability of mobile to transform the retail experience is immense.
Not only does it enable consumers to shop on impulse wherever
they are, but by connecting to the Internet, they can use their mobile
device while in store. This leverages a retailers powerful back-end
and online presence and allows consumers to purchase heavy items
with free delivery, or find items that might be out of stock.
Mobile also makes them susceptible to impulse purchases,
particularly with the increasing prevalence of location-aware smart
devices. Companies such as Groupon, where stores grant discounts
if enough people sign up for them, and Foursquare, which offers
price cuts to users who check in at specific locations using their
smart devices, are already exploiting these cross-over platforms.
Mobile as the bridge between online and physical world
Many retailers are now trying to leverage mobile by deploying
their own consumer mobile apps for smartphones and
customized mobile websites. These work as an extension of
a retailers online presence. Consumers are able to browse
through the retailers mobile websites and even order
products online.
The problem with these apps is
that they have no connection
with the physical world. In this
field, retailers have been
experimenting with QR codes.
With QR, retailers can
effectively create stores in
physical locations without any
product at all.
2 Source: The UK Mobile Retail Study, 2011, PayPal
For instance, in some cities they are experimenting with full wall
billboards that act as convenience stores. Commuters simply use
their phones to scan QR codes on the food item they want as they
walk by. After completing the mobile transaction, their groceries will
be delivered and waiting for them when they get home.
Consumers can scan these 2D barcodes with their mobile
phone camera so they can be directed to product info, an
advert, voucher or special offer. According to a recent
consumer survey from TolunaQuick, 19% of consumers have
already scanned a QR code, and if the 4549% increase in
uptake between 2010 and 2011 is any indication, they will
continue to be a dominant force in 2012
3
.
The drawback of QR codes is the inherent lack of security in its
transactions. QR codes have no embedded security features
and can easily be counterfeited by simply pasting a new
barcode on top of an old one. That limits their applicability and
the scalability of business cases. But, new technologies can
take this model to a complete new level.
nFC and mobile wallets revolutionize commerce
NFC technology is being integrated into mobile phones and is
being deployed in record numbers around the world. Leveraging
smart card and contactless technology, NFC enables consumers
to simply wave the phone at a NFC-enabled payment device to
transfer information instantly and securely. According to IMS
Research, global shipments of NFC smartphones should reach 80
million during 2012 and by 2016, 700 million units should be
shipped every year, according to Berg Insight
4
.
All these will have the ability to wirelessly exchange information
and make financial transactions in stores and online
effectively turning the mobile device into a digital wallet. Web
giant Google launched their NFC-enabled wallet in 2011 lining
up major retailers including American Eagle Outfitters,
Bloomingdales, GUESS, Macys and ToysRUs. All were
enabled to accept Google Offers, mobile loyalty and payments
sent via consumers mobile phones, in addition to payments via
MasterCards contactless PayPass system.
3 Source: eConsultancy 2011 online survey - UK
4 Source: Shipments of NFC-enabled handsets reached 30 million units in 2011,
March 26, 2012, Berg Insight
QR codes show the way for physical
connectivity of mobile, NFC will
revolutionize it.
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Meanwhile, phone carriers AT&T, Verizon Wireless
and T-Mobile, also in the United States, have
formed a mobile commerce venture called Isis that
start deploying millions of NFC mobile phones with
their own mobile wallet starting in the summer of
2012. Isis has forged relationships with all four
major payment networks and major issuing banks
such as JPMorgan Chase, Capital One and
Barclaycard US.
The appeal of NFC and mobile wallets is a global
one. Mobile phone operators in multiple countries
are gearing up for the deployment of NFC wallet
payment around the world. That includes most of
the big global mobile telcos such as Vodafone,
Telefonica, Orange and T-Mobile. Europe is the region with
most commercial launches and roll-outs planned, including the
United Kingdom, Turkey, Poland, France and Spain. Asia is
not far behind with developments in Singapore, South Korea,
China and Japan.
All mobile wallets offer retailers the ability to reach consumers
anywhere with location-based and personalized promotions and
offers. The intuitiveness of touch-and-go NFC communication
allows for faster reads of tags than QR codes, but most
importantly the embedded security of NFC technology allows
retailers to deliver significantly more value to consumers.
Retailers will be able to drive traffic to stores via targeted and
location-based promotions using NFC-enabled smart media and
posters in malls and other high-traffic areas. Opportunities in
store are just as exciting.
In the next few years, consumers will start to see smart posters
and NFC shelf tags strategically placed around the store.
Customers will be able to collect points, validate promotions and
receive retail alerts direct to their phones as they walk through
the store or venue. NFC will also make redemption of vouchers
and coupons at the POS fast and hassle free. All of this will
allow retailers to get closer to their customers.
Once NFC takes hold, it wont be long before retailers begin to
leverage its ability to put their brands into consumers pockets.
NFC technology gives merchants the potential to
build smart applications and NFC-enabled
services around their payments platform.
Combining NFC technology, mobile apps and
integrated back-end systems, payments will open
the door to a new era of micro-targeted, one-to-
one selling and loyalty applications.
veriFone: The leading enabler of nFC
and mobile wallets in retail
VeriFone has taken a front-row seat during the
latest developments in mobile technology.
VeriFone powers 12 of the 14 retailers that
launched Google Wallet in the US, enabling
Google offers and loyalty at the POS. VeriFone
is working with all leading wallet brands globally including the
Isis mobile payments joint venture, to make sure consumers
will be able to pay and redeem offers.
The VX Evolution payment devices are all NFC/contactless
enabledready to switch on new capabilities as soon as
retailers need it. Whats really exciting is what retailers, and
particularly their marketing departments, will do with these
consumer-focused payment solutions. The VX Evolution devices
also incorporate full-colour touch screens with multimedia
capability, fast processing and optimsed memory everything
needed to show video, deliver promotions and communicate
other digital platforms in a meaningful way.
In addition, VeriFone delivers a full suite of tools for NFC and
mobile wallet acceptance at the POS, which is essential when
retailers need to
manage multi-
function wallet
applications and
handle mobile
offers, coupons
and promotions in
multiple formats
in addition to
payments.
VeriFone enabled 12 of the 14 retailers that launched
Google Wallet with mobile offers, loyalty and payment capability.
NFC Mobile Wallets promise a new
level of interaction between merchant
and consumer.
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MOBILIZING THE POS
Retailers are implementing mobility right now to improve customer service and store processes in multiple areas and functions:
Store Associate Mobility Plans
5
A mobile POS enables retailers to improve customer service instantaneously by bringing the POS to the consumer anywhere in the
store, as well as reducing the overhead and expense of purchasing additional registers. And, thats just the start.
Once sales associates are equipped with advanced mobile technology at their fingertips, retailers can attack multiple fronts
simultaneously. On-the-spot inventory management, up- and cross-sales, customer loyalty and much more made possible with an
advanced technology solution in the hands of associates. Retailers are able to radically improve the store experience, selling the
same products with the same sales force as before.
5 Source: RIS/IHL Group 2012 Store Systems Study North America-based retailers
Mobile POS
with tender
Currently
using
Inventory
management
Task
management
Line busting
with suspend
Messaging HR
Within
12 months
12-24 months 24-36 months
9%
19%
9%
9%
19%
25%
12%
2%
14%
20%
22%
3%
13%
28%
13%
7%
30%
28%
13%
3%
10%
31%
31%
3%
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Retailers want the latest consumer devices enabled
for enterprise use
When asked which systems retailers want to deploy, retailers
are categorical. They do not want the old, clunky systems of
yore with poor user interface and connectivity and usually single-
use applications. Retailers want the latest in consumer gadgetry
adapted to their own needs. And, tablets and smartphones are
on top of their list.
Operating Systems Preferred by Retailers
6
One of the main advantages of using popular consumer devices
is that the young and trendy consumers that love smartphones
are the same people who work at retail stores. They are used to
these devices, and that cuts down on training. Also, popular
operating systems of leading tablets and smartphones have
established app developer networks, making it easy to expand
the capabilities of the device in the future.
And then there is the wow factor. With multimedia capability,
colour touch-screen displays, cameras and wireless connectivity,
tablets make the ideal sales device for staff. The really clever
part is integrating this mobile functionality with in-store stock
systems, payments platforms and fashion-specific applications.
6 Source: RIS/IHL Group 2012 Retail Embraces Tablets Study North America-
based retailers
Retailers need enterprise-ready consumer devices
The challenge for retailers is that their POS infrastructure is the
backbone of store operations. They need to have 100%
confidence that new devices added to this infrastructure will run
seamlessly with existing systems and will not disrupt store
operations in any way. Retailers are also anxious about the
durability of tablets and other smart mobile devices in a rough
retail environment.
Points of Concern to be Addressed on network-Enabled
Tablet Deployments in Retail
7


Especially important for retailers is the need for security and the
assurance that the new, consumer-based devices will not open
the network to attack, which could be extremely damaging to a
retailers image and pocketbook.
7 Source: RIS/IHL Group 2012 Retail Embraces Tablets Study - Leading
US-based retailers
Apple iOS
Windows
Google Android
Blackberry
webOS (HP)
71.7%
58.5%
49.1%
13.2%
7.5%
Device security
Enterprise security
PCI compliance
ROI/total cost of ownership
Managing multi-use by associates
Break/fix device maintenance
Loss caused by audit
Shrink caused by theft
Users downloading insecure apps
64.2%
64.2%
58.5%
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PAYware Mobile Enterprise turns smart devices into
secure mobile POS
VeriFones PAYware Mobile Enterprise (PWMe) is an award-
winning solution that enables retailers to transform consumer
tablets and smartphones into secure mobile POS devices for
payment and more. PWMe includes a secure card encryption
sleeve, with EMV PIN pad and a 2D barcode imager that slots
onto a smart device, enabling it to perform a variety of
applications including card transactions, mobile POS and queue-
busting. PWMe is also enabled with contactless/NFC technology
to create a two-way communication between the retailers mobile
POS and a consumers NFC-enabled mobile phone.
PAYware Mobile Enterprise allows retailers to create a checkout
wherever, whenever. The technology takes mobility to the next
level, creating an end-to-end solution to increase speed of
service, create new revenue opportunities, enhance a retailers
brand and build customer loyalty.
Additionally, PAYware Mobile
Enterprise can be made into a
powerful tool for consumer
engagement and retail management
with the addition of VeriFone
GlobalBay retail apps.
THE POWER IS IN THE APPS
Retailers enabled with mobile POS devices have the opportunity
to do more than create mobile checkouts. The same devices
used to accept payment can enable a number of apps that help
associates engage consumers anywhere in the store and
improve consumer experience. These devices will become a tool
for complete management and interaction in the store with their
own associates and store management.
A day in the life of a the retail associate of the future
Imagine a day in the life of a retail associate equipped with one
of these devices. The associate can start the day by logging into
a tablet-enabled POS, getting an acknowledgement of check in
and receiving from the tablet any messages from management.
There could be new training
videos explaining a new
promotion or a new application
being rolled out to all mobile
POS tablets.
The associate would then
start the workday and, while
performing the usual
activities, keep an eye out for
customers that may need
assistance. The associate
would approach a consumer
interested in an item and
check inventory to see if the
item is available in the desired
size and color by browsing the
online catalog. If the item was not present at the store, he could
have it shipped to the customers home from a central location
or another store and use the EMV-enabled add-on to the tablet
to perform a secure chip and PIN transaction. At the end, the
associate would enroll the customer in the stores loyalty
program.
Later, the sales associate could be approached by a consumer
asking for suggestions on an item. The associate would tap the
consumers NFC mobile phone to its NFC-enabled tablet and
check if the consumer already participates in the stores loyalty
program. That would allow him to access the profile of the
consumer online and get automatic recommendations of items.
Upon deciding what to buy, the consumer would make the
purchase by just waiving the NFC phone at the tablet to make
payment, redeem coupons and earn loyalty points. New coupons
would be automatically sent back to the consumers mobile
phone.
At the end of the day, the sales associate could check his
performance against other associates and write in the company
blog about what he learned in store today. All associates and
management would get a message with the blog entry in their
next check in.
With PAYware Mobile Enterprise, retailers get everything needed for tablets and
smartphones to securely process transactions and deliver tailored offers on the spot.
Mobile POS devices not only accept payment,
but they also can be used to instantly check
inventory, consult an online catalog or sign up
new loyalty customers.
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veriFone globalBay: The future arrives today
VeriFone GlobalBays mobile retail solutions can significantly enhance retailer-to-consumer interaction. The patented technology
platform generates tangible ROI by driving store traffic, increasing units per transaction (UPTs) and improving the consumer
experience.
Clienteling: Know your customer, make the sale
Clienteling will become a core part of many high-street retailers future strategy. Just as internet shoppers who
have purchased before are recognised as soon as they click onto a website, it wont be long before retailers will
be able know their customer as soon as they enter the store. Through clienteling, VeriFone GlobalBay mobile
apps and integration services can even provide a single, centralised solution for retailers to manage all aspects
of customer relations; one that lets sales staff identify individual customers and access their preferences and
buying habits in real time.
Retailing: Scale interactions
The VeriFone GlobalBay retailing application enables retailers to scale interactions with customers without the
need to add additional store associates. It also provides an additional channel to deliver information to the
customer. The retailing app can offer basic features such as program and card enrollment, product and price
check, promotions and coupons to more sophisticated features such as videos and adverts.
mPOS: Sell anything anywhere
Recover abandoned sales, capitalize on pop-up store opportunities and provide a better customer experience
by moving away from fixed point-of-sale registers. The VeriFone GlobalBay mPOS app extends your current
point-of-sale system to mobile devices. Boost sales and increase revenue by accelerating checkout and
eliminating purchase abandonment while improving the overall buying experience with personalized customer
service.
inventory Management: instant visibility
Gain instant visibility to in-store inventory while saving hours of store associate time currently spent on
inefficient inventory management processes. The VeriFone GlobalBay Inventory Management app extends
existing inventory system functionality to mobile devices. This powerful capability will enable retailers to better
manage routine inventory management tasks from the shop floor.
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SIX STEPS TO REIMAGINING RETAIL
1. Be prepared to exploit nFC platforms
With smartphone manufacturers now committed to NFC, its no
longer a chicken and egg situation. Consumer enablement will
force retailers to accept NFC in order to remain relevant to their
lifestyles. By being NFC enabled at the outset, retailers can gain
considerable competitive edge with customers and also benefit
from close working partnerships with key industry players before
the market becomes too saturated.
2. Remember POS is not just about payments
NFC delivers two-way, real-time communication between the
merchant and the consumer. With NFC, merchants and retailers
of all kinds can turn their point of sale into a much more valuable
point of interaction that provides customers with intelligent and
ultra-secure checkout capabilities.
3. get creative at the POS
Mobile will open up new opportunities for loyalty, promotion and
brand building. This requires a new level of creative input and
the involvement of marketing and communications functions.
Make sure all relevant departments across the organization are
engaged, informed and up to speed with mobile commerce and
what it means to them and their activities.
Retailers may also need to consider additional investment or
re-allocating marketing budgets into new promotional activities
that can leverage mobile commerce as a communication and
fulfillment platform to drive new competitive advantage and
revenue streams. For example:
Programs that allow consumers to use virtual e-gift cards, participate
in loyalty schemes and earn rewards at the POS
Materials and apps designed to exploit two-way communication
between the handset and POS device or NFC stickers in store to
transmit e-vouchers, loyalty rewards, payment and promotional
messages
Provision of links for social media fan favorites and group discount
offers
Gathering customer data efficiently through various payment devices
for improved consumer analytics
Enabling alternative payments methods to create mobile POS in and
out of the store
4. Be socially active
Social media can help brick-and-mortar retailers reach out to
customers and increase brand awareness, but also gauge interest
and needs to help turn around shops at risk. Facebook can serve
as a focus group, allowing retailers to learn about customers
preferences. Group buying websites bring awareness to a
companys brand while taking advantage of promotional activity.
Social media also empowers retailers. By listening to customer
feedback, both good and bad, retailers can find the right target
group for products/services and learn which innovations will
appeal most.
5. Choose a partner with proven ability
For mobile commerce to reach its potential, many payment
devices currently in the field will need to be upgraded. It isnt
simply an issue of adding an NFC reader, it requires deep
software richness at the POS to interact with customers and
manage a services-based model encompassing new applications
and deployments. Retailers should be wary of new supplier and
integrator entrants who may be attracted to the size and volume
of the market, but who may lack the necessary knowledge,
financial stability or longevity to see their projects through
successfully. By opening up discussions with established vendors,
such as VeriFone, retailers will be better placed to understand the
impact on existing operations once NFC goes live.
6. Leverage existing spend
Many retailers are currently replacing their POS estates in order
to comply with the latest PCI standards. Stores with regular, low-
value, high-volume cash transactions may also be looking to
upgrade devices to take contactless payments. Any investment in
POS infrastructure today should include a roadmap for NFC
enablement. Without doing so, retailers risk being left behind.
They may also eventually be forced, by stakeholders and
customers, to commit to future upgrades which would incur a
higher cost than a planned, phased roll-out that takes into account
existing POS evolution roadmaps.
From in store to online and now mobile, the challenge for retailers
is how to unify their customer interface. As consumers spend
increasing amounts of time online, retailers are now focusing on
mobile platforms as the glue that ties physical products and
stores to the digital world. Mobile promises a shift to a customer
relationship model that lets retailers know exactly who their
customers are, and allows customers to opt in and define how
they interact with the retailer.
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CONCLUSI ON
Thanks to new developments in technology, innovation will play an increasingly powerful role in retail
strategy. For the consumer, these new platforms will bring the allure of greater convenience and better
service everything from electronic wallets on a mobile phone to the opportunity to easily cash in rewards
and discounts electronically.
For retailers, where image, promotions, seasonal pull and loyalty are important, new
mobile and POS devices and applications will drive footfall with smart apps and
engaging new services. VeriFone is already helping forward-thinking retailers prepare
for these opportunities by ensuring that all its latest payment solutions are NFC/
contactless enabled with full colour and multimedia screens, as well as ample
processing power to support these new sales initiatives and apps.
VeriFone also believes it is crucial that retailers begin aligning retail NFC within their
IT strategy now in order to take advantage of the full potential of mobile commerce
and to make the mobile wallet a viable reality for customers. Technology such as
augmented reality, where you can walk by a shop window and see yourself in an
outfit from the store, is a great example of how payments and retail technology can
progress. Imagination and creativity are key to seizing these opportunities to create
a new and more personal in-store experience. Retailers success will come down to
brand differentiation and connection with their customers through all the channels. The ongoing challenge
will be to find partners who can tell the story with authenticity and consistency.
VeriFone understands that payments will become a more integral part of the sales process and is already
providing the hardware, processing power, apps, connectivity and digital functionality to help retailers
compete effectively for the hearts and minds of shoppers. Through its holistic approach to mobile, NFC and
integrated payments, VeriFone will continue to evolve the POS to deliver intelligent ideas and solutions that
make retail stores more compelling and interactive for everyone.
www.verifone.com

2012 VeriFone, Inc. All rights reserved. VeriFone, PAYware Mobile Enterprise, GlobalBay and the VeriFone logo are either trademarks or
registered trademarks of VeriFone in the United States and/or other countries. All other trademarks or brand names are the properties of their
respective holders. All features and specifications are subject to change without notice. Reproduction or posting of this document without prior
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Successful retailers will leverage all aspects
of consumer and POS mobiity to create a new
shopping experience.