5 questions to Zebra

Interview of Elie Mura, Regional Sales Manager at Zebra.


Elie Mura, Regional Sales Manager at Zebra

Can you briefly describe your activity?

Zebra Technologies Corporation (NASDAQ:ZBRA) builds identification and tracking technology that generates actionable information and insight, giving companies unprecedented visibility into their businesses by giving physical things a digital voice.

Zebra offers customers a complete end-to-end solution—from mobile computers and scanners to specialty printers, RFID, WLAN, software and services—for identifying, tracking and managing critical assets, people and transactions.

Zebra’s extensive portfolio of solutions give real-time visibility into everything from products and physical assets to people, providing very precise operational data not only about where things are, but what condition they are in. This allows business leaders to use data to make better, more informed decisions, respond in real-time and ultimately, help businesses understand how they work, and how they could work better.

What are the trends in your market?

It’s arguable that ‘online’ has changed retail more than any other sector. And, over the last few years, as new business models have emerged and everyone jostles for position, the hot issue has been how to deliver an omnichannel experience – an experience that optimises convenience by allowing customers to buy, try and return goods by any means that suits them. While the vision is great, in reality it’s proving hard to achieve. In a recent survey of decision makers, just 5% described their omnichannel strategy as ‘established’. Today Zebra Technologies encourages retailers to think instead about a ‘One Store’ strategy. The name ‘One Store’ is designed to move us beyond thinking of separate channels.

In addition, not only are retailers competing with each other for a slice of sales, there is now an added level of complexity with intra-company competition between brick-and-mortar and online stores.

Brick-and-mortar stores have suffered in comparison to e-commerce sites from having limited space for products, high overheads and less personalisation. The result is that these physical stores have to some extent turned into showrooms while orders and transactions are often made online. In this environment, retailers with significant physical presence need new ways to re-build in-store loyalty. Part of the success of building loyalty online comes from the ability to gather data around customers’ online shopping behaviours – from looking at their purchases, to knowing what they looked at but didn’t purchase - and using it to deliver hype personalised messages and offers. This kind of customer centricity creates more loyal customers that ultimately spend more, since they’re being offered products and services that they are actually interested in.

So how can retailers bring this level of service back in-store? The answer is through the Internet of Things (IoT).

Who are your current customers and what targets would you like to reach?

Today we work with all actors of the retail sector and we wish to establish a dialogue on our ‘One Store’ vision not only with the purchase or IT services but also with marketing departments and general managers.

A retail business that operates as ‘One Store’ recognises that, when a customer wakes up in the morning and gets ready to shop, they don’t think about what channel they’re going to interact with. And their purchase journey is very fluid. Their shopping may include visiting the online store to look at prices, checking in on Facebook, looking at a fashion blog, viewing Instagram accounts, seeing something in a shop window, trying things on and more. In a ‘One Store’ approach, everywhere the customer interacts with the retailer, from Facebook to Twitter to point-of-sale in store, presents them with the same messages about the brand, culture, values and prices. It also allows them to buy, try and return in a way that’s truly convenient to them.

What made you decide to exhibit at Digital(in)Store?

We have decided to participate in Digital(in)Store because this show is fully in line with our technological solutions and innovations for the digitization of points of sales and for a connected commerce. Effective sales operation tools, real-time visibility of goods in stores and of the stock, queue busting management in store, mobile payment, loyalty programs via mobile, inventory operation using RFID technology, Click and collect, targeted communication on customers’ buying journey, online interactive catalogs and maps thanks to the presence of tactile terminals ... are examples of the solutions and services that Zebra Technologies proposes to retailers to meet both customers’ needs and improve their shopping experiences. Digital(in)Store is the ideal event to reveal all the components of our new concept ‘One Store’ where the customer is centric. 

The "One Store" solutions will be exhibited and demonstrated in collaboration with our partners and ISVs such as Norcod, Budget box, Hub one…. on our stand but also during a workshop led Elie Mura, sales director the retail market in France  and Arnaud Affergan, Mobile solutions manager at Rayonnance on Tuesday, September 22nd from 10.45 to 11.30 - Room 12. During our workshop concrete customers use case and testimonials such as ETAM, Pum Plastiques and Norauto will be showed.

What do you think about the creation of Paris Retail Week?

Gathering both E-Commerce Paris and Digital(in)Store events under the name Paris Retail Week is totally meaningful because it follows customer’s consumption behavior where the boundary between e-commerce and stores is about to disappear. The distribution channels should not be handled in silo anymore but as a single, connected store. Therefore the free circulation of visitors between these two events in total synergy seems obvious to us and will allow visitors to have a global view of all innovations for the e-commerce and physical stores and allow retailers to be prepared for current and future challenges.

Learn more about Zebra:


Paris Retail Week is:

  • Sept. 2017
  • Sept. 2018