Rover van MierloDirector Central Logistics and innovation

Schuitema NV

Figures

Consumer turnover € 4,1 million

Supermarkets 440

Supermarket staff ca. 31,000

Schuitema staff ca. 9,500

DC and office ca. 2,600

Own C1000 stores ca. 6,900

Average weekly turnover € 180,000

Use of a NFC mobile phone in Retail

• NFC mobile phone in a supermarket; Why?

• Explanation of Dutch NFC pilot in a C1000 supermarket,

• The organization• The experience • The future

Important design criteria for the pilot- On line Debit (pinnen) with a mobile phone

- Make use of the current Dutch debit payment infrastructure using RFID/NFC

- Realize a system that is near to the current system of debit payments so that customers know what to do- The applications fit in the expectations of the

customers en are directly releated to their current way of doing daily grocery shoppings

- Make a chain of different valua added services using the mobile phone- There is not one killer application

Organization of the open innovation program

Projectgroup

Michel Bayings

Rabo Mobiel

Steeringcommittee

Rover van Mierlo

The pilot

C1000 Van der Wal in Molenaarsgraaf;100 customers join a 6 month pilot periodReturn money from empty bottles from RVMto your phone

At the POS: Deduct your RVM money from your mobile phone and Online PIN payment with your mobile phone

At a kiosk: Store money from your phone toCharity account or Rabobank account

The result (Film)

Why this process at a C1000

• To save money: You can not forget your returned bottle receipt

• To save time: quick checkout, No need of a PI pass, You don’t have to look for return bottle receipts, loyalty programs have a shorter handling time at the cashregister

• Save hassle: Everything you need at the cash register is combined in one mobile phone.

Mission C1000 / Schuitema NVMission C1000 / Schuitema NV

“Our aim is to help the consumer save money, time and hassle in a

pleasurable and distinctive way when they do their shopping”

Use of NFC payments

Experience – 1: preparation

• 100 users, 98% feedback on survey

• 100% like participation

• 5% had never used a mobile phone before the test

• 76% did not know the new (NFC) possibilities of a phone

• 96% believed the information session was essential for the acceptance of the NFC applications

Experience – 2 Which payment method do you prefer?

– Mobile phone 68%– Doesn’t matter 22%– Traditional bank card

10%

• Do you like the Samsung NFC X700N phone, or would you have chosen an other phone if available?– I am very satisfied with this phone 82%– It is not my prefered phone, I would have chosen an other phone

18%

• Do you tell other about this trial and the new possibilities?– Yes, I tell others about these new NFC applications and this trial

98%– No, I didn’t tell anybody yet 2% 

Experience – 2

• If everyone could make use of these NFC services, would you recommend it to others?– Yes, I would certainly recommend this to others 94%– No, I would not recommend it 6% 

• If more NFC services are available, also in other stores, would you immediately buy a new phone with NFC capabilities?– Yes, I would immediately buy a new phone with NFC

49%– No, not immediately, but if current phone needs to be replaced

I would buy a phone with NFC capabilities 41%– No, I would not buy a phone with NFC capabilities 10%

Experience – 2

• Would you transfer your mobile account to a provider with NFC offering?– Yes, if that is needed to make use of NFC 55%– No, I would not do that 45%

 • Do you only use your phone as payment device in this

trial?– Yes, I only use my mobile 51%– Most of the time I use my mobile 31%– I pay sometimes with cash for low value payments 8%– I pay sometimes with my old bank card 10%

• Do you use your phone for low value payments under 10 Euro?– Yes, I also use it for low value payments 84%– No, for low value payments, I use card or cash 16%

•  • Now a pincode is needed for every transaction, also low

value transactions. Do you like this, or do you prefer no pincode for low value payments?– For low value payments I would prefer NOT to use a pincode 29%– Also for low value payments I want to enter a pincode for security 71%

Experience – 2

• What are the benefits of using your phone for the RVM tickets and payment?– It is easier and faster 51%– It is faster 8%– It is easier 8%– I don’t notice any difference 33%

•  • Which application on the phone offers you the most

benefits? (highest rating from 1 to 6)– Calling 36%– SMS 29%– Payment 43%– RVM (ticket from empty bottles stored on the phone) 36%– Taking pictures 13%– Other (not rated as most used beneficial) --

•  • Your payment card is in your phone now. If you

would not need your bank card at all anymore, would you be willing to pay a few Euro cents per NFC transaction?– Yes, I am will to pay for it, if I don’t need a bank card anymore 22%– No, I do not want to pay more for Mobile transactions 78%

Experience – 3: comments & suggestions

• 78% made comments & suggestions• Comments:

– It is a lot easier than it sounds– I thought I was to old for it (68 years old lady)– This is great fun– Unbelievable that this is possible with a phone

• Suggestions:– Why not also use it for copier?– We want more payment info on mobile screen– Can it also be used for loyalty?

Future for NFC in Retail?

• Availability: ABI Research: in 2012 292 million mobile NFC phones

• Canadian internet research: 75% would like to test NFC in retail

• 56% wants to use NFC payment for fast check out immediately (without a test)

• Listen to our users – they are happy, they want it

Future for NFC in Retail?

• Possibilities:– Use your mobile to check codes on product labels, – Get loyalty visible on your phone– Fast and secure payment– Check with your phone product regarding allergy– Use your phone to scan products and pay with it

as kind of self checkout– Smart posters for advertising– Send SMS for additional opening hours– Etc.

For information!

• www.betalenmetjemobieltje.nl– Film (NL, UK)– Photo's– Technical information– Partners

• www.RFIDnederland.nl

Your Mobile Phone as your new Swiss Knife!

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