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SAP app makes DIY assembly a snap

BY Dan Berthiaume

Dallas – SAP previewed a mobile app called Snap at its SAP Retail Forum held in Dallas Oct. 7-9. Designed for both tablets and smartphones, Snap is aimed at consumers who purchase items that require DIY assembly.

By scanning a product’s barcode or QR code, Snap users can download a set of interactive 3-D assembly instructions from SAP cloud servers. The instructions, based on CAD files from the manufacturer, display all tools and components needed for assembly and walk the user through step by step. Users can zoom in on specific tools or components to view them from different angles, pause, repeat steps and also listen to audio instructions.

If a part is damaged or missing, consumer can send a message to the manufacturer via Snap for overnight delivery. Other features include the ability to register a product and sign up for warranties.

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Kmart punny campaign nabs award

BY CSA STAFF

The Hub Magazine has awarded Kmart’s pun-drenched campaign, “Ship My Pants,” best of show honors in its third annual Hub Prize competition. Draftfcb Chicago was the agency for the campaign.

“Ship My Pants prevailed because it solved a problem for shoppers — out-of-stocks — with a truly meaningful promise: If you can’t find what you’re looking for in our stores, you can order the item online, on-the-spot, and have it shipped, free-of-charge, to your home,” said Hub Magazine founder Tim Manners.

At the center of the campaign was a YouTube video in which various Kmart shoppers riff on the phrase “ship my pants” to off-color, comic effect (“Ship my pants? Right here?”). With an initial budget of $85,000, the result was a sales increase for Kmart, as well as a viral buzz. To date, the video has received more than 19 million views on YouTube alone.

Kmart interim chief marketing officer Andrew Stein said that “Ship My Pants” was effective both because it was funny and because it communicated an important message — namely that if the store doesn’t have an item in stock, consumers can order the item and have it shipped to their homes free.

As the Hub Prize best of show winner, Kmart is the recipient of the Hub Cup, a hand-crafted, solid-bronze trophy. A total of 36 Gold, Silver and Bronze medals were awarded based on evaluations by a panel of 25 judges, including leading academics, bestselling book authors, industry analysts and high-profile veterans of major brands and retailers. All winners are featured in the Nov./Dec. edition of The Hub Magazine.

Founded in 2004, The Hub Magazine is written for senior-level marketers at the world’s largest companies and is dedicated to exploring innovation as the ultimate driver of the brand experience. The Hub also hosts The Hub Live, an annual symposium centered on the brand experience, and sponsors The Hub Top 20, an annual ranking of excellence in shopper-marketing capabilities.

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Walmart’s SPARC initiative in spotlight again

BY CSA STAFF

On shelf availability at Walmart and the retailer’s newest technology tool will be the topic of discussion next week when Doing Business in Bentonville hosts an event on October 16 featuring a panel of speakers that includes Walmart’s director of supplier innovations Mike Graen.

The focus of the 7 a.m. to 9 a.m. breakfast session will be Walmart’s SPARC program, an initiative born out of the desire to improve the on shelf availability of products by creating a Supplier Portal Allowing Retail Coverage (SPARC).

The SPARC tool, which is available to suppliers through an app on their iPhone or Android device, provides account teams with real-time inventory information from Walmart stores. The technology gives suppliers access to up-to-the-minute inventory data allowing them to monitor on-shelf performance of products and make real-time stocking decisions anytime, anywhere. The program was first disclosed earlier this year and and over the summer a bare bone version of the tool was launched called SP Lite. Now the tool is ready for prime time and Walmart is rolling out SP 2.0.

In addition to Graen, other panelists include Bill Akins, vice president of client services at Rockfish Interactive and Michael Clark, director of retail strategy and execution at Kellogg.

For more information or to register to attend visit, http://www.doingbusinessinbentonville.com/

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