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Transform your business, not just your IT Why Tanzu

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Featured » Blog » How VMware Tanzu is Helping Retailers Improve the In-Store
Experience Through Better Software
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HOW VMWARE TANZU IS HELPING RETAILERS IMPROVE THE IN-STORE EXPERIENCE THROUGH
BETTER SOFTWARE

November 20, 2018 Derrick Harris
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retailcustomer_experiencepivotal_cloud_foundry

The death and rebirth of brick-and-mortar retail has been a fascinating topic to
watch over the past few years, even as recently as this month when home
improvement giant Lowes announced it will be closing 51 stores in the United
States. Although there are lots of factors to consider when assessing why some
stores failed while others are thriving (it’s more than just Amazon), two things
do seem very clear: (1) brick-and-mortar shopping is far from dead, and (2)
consumer expectations around the in-store experience have nevertheless increased
as a result of how simple it is to buy products online.

Arguably the biggest change in expectations is that consumers desire a
streamlined experience that doesn’t make every trip to the store feel like a
crapshoot (“Will they have what I’m looking for, let alone in stock?”) or
finding a needle in a haystack (“It’s great they have so much stuff, but I have
no idea how to find what I’m looking for!”). Practically speaking, this means
retailers need to support new types of purchasing behaviors such as buy-online,
pick-up-in-store, and a more self-service experience inside the store. When they
do need help finding something or getting advice, they want employees to be able
to deliver those answers quickly and accurately.

These aren’t all software problems but, as Pivotal’s customer base shows again
and again, well-designed applications can go a long way toward solving them.

 


EFFICIENT EMPLOYEES MEANS HAPPIER CUSTOMERS FOR KROGER

You can get a good sense of how by listening to Kroger Vice President of Digital
Technology Ryan Kean in this interview at Pivotal’s Built to Adapt event from
2017. Rather than talk about the speed at which grocery giant Kroger’s
developers are able to ship new code or launch new applications, Kean focuses on
the benefits those new applications can deliver directly to customers.



Kroger is embarking on a wide-ranging strategy that covers everything from
in-store sensor networks for ensuring produce freshness to in-store pickup and
home delivery. Thanks to the breadth of data it has collected over the years via
its loyalty program, the company is also working more personalization into the
customer experience. This includes its new EDGE smart shelving, which can
present shoppers with tailored suggestions or deals as they approach.

However, the defining distinction between a trip to the grocery store and
shopping online is the human interaction—and, perhaps ironically, Kroger
believes technology can help improve that experience, as well. For example, it’s
rolling out a system called Scan, Bag, Go, which is akin to the checkout-less
Amazon Go stores. It’s also equipping store managers with easier, more portable
access to data to get them out of the office and onto the sales floor.

The goal of all this automation is to make their workforce of more than 400,000
associates and managers more efficient. The less time they have to spend
figuring out where stuff goes, what’s past its due date, and/or ringing up
simple orders, the more time they can spend helping customers and really getting
to know them.

“Maybe it’s just walking groceries out to the car or something, but it’s that
personal connection that is really hard to get online,” Kean said. “You can do
it but it’s exceptionally hard and so when you’re trying to do it in scale, it
just becomes that much harder.

“... Our mission is to drive the greatest customer experience, to trust the
loyalty of our customers so we can deliver them the food experience that they
want every day.”

 


FROM PCF TO THE STORE FLOOR AT THE HOME DEPOT

Getting a little deeper into the software side of things, home improvement
leader The Home Depot is also stepping up its in-store game to improve the
experience. Some of its work is less noticeable to the average customer but
certainly noticeable to the company’s bottom line—like rebuilding the software
that powers its tool-rental service to make it more efficient, and also to
remedy an application oversight that let customers check out tools indefinitely
without paying late fees. You can hear more about that in this Pivotal
Conversations podcast, from December 2016, with the Home Depot’s Tony McCulley.



However, other Home Depot innovations are much more noticeable to anybody who
has spent a few Saturdays perusing the aisles trying to find the right tool to
fix that clogged garbage disposal, or install new light fixtures, or tackle an
ant infestation, or … you get the point.

Take, for example, the company’s FIRST phones that give associates and other
store personnel access to any number of functions, from inventory to the Home
Depot website to walkie-talkie capabilities. In this session from Spring One
Platform 2017, The Home Depot’s Dustin Bennett explains how switching to modern
application architectures backed by Pivotal Cloud Foundry helped the company
refresh those devices from clunky and bespoke to much more useful and
lightweight. No more central server pushing updates to store infrastructure, and
then to devices: Now, changes are pushed live via Cloud Foundry and delivered
directly to devices.



“The big win for us immediately was that our deployment went from 6 weeks to get
a change out to the store, to 2 days,” Bennett explained. “...That saved so much
toil on the team. We could have done some of that on the old architecture with a
central server, but PCF just let us do it so much faster and so much more
seamless for the developers.”

 


BONUS VIEWING: DICK’S SPORTING GOODS AND T-MOBILE

Of course, retail today also means e-commerce, which is a growing area of
investment even for companies that have survived the brick-and-mortar purge and
come out on top. For insight into how another Pivotal partner has modernized its
operations and applications with Pivotal, check out this SpringOne Platform 2018
keynote from DICK’S Sporting Goods Vice President of Customer Technology Jason
Williams, where he highlights how far DICK’s has come in less than a year after
first engaging with Pivotal.



T-Mobile also has a very compelling story, which it has shared in numerous
presentations over the past year (including several at SpringOne Platform 2018
and in this discussion that hits on multi-cloud and Kubernetes). But to hear
some details on how it made it through the 2017 iPhone launch without going
down, watch the video below (at about the 17-minute mark) from its SpringOne
Platform 2017 session titled Zero to 12 Million, or wait until the 3:18 mark of
this interview with T-Mobile’s Brandon Aye and James Webb.




> ABOUT THE AUTHOR
> 
> Derrick Harris is a product marketing manager at VMware.
> 
> More Content by Derrick Harris

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SpringOne January 24–26, 2023
Intro To Tanzu Paving the Road to Modern Apps

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