James Morgan, VP, EMEA Sales, Juniper Networks

OCM Boosts Customer Experience with AI-Driven Networking | Juniper Global Summit

Global Summit 2021 AI & ML
James Morgan Headshot
Side-by-side photos of James Morgan, VP, EMEA Sales, Juniper Networks, Simon Drees Director, Omnichannel Services & Innovation, Outletcity, and Sebastian Stelter Teamlead, Project Management & Service Support, Outletcity Metzingen for their discussion of how Outletcity delivers a seamless shopping experience with Juniper Mist.

Outletcity delivers a seamless shopping experience with Juniper Mist.

To digitalize and offer visitors the best shopping experience possible, Outletcity deployed Juniper wireless networking, powered by Mist AI. The Wi-Fi covers 40,000 square meters of retail floor space and supports Outletcity’s mobile app, retail analytics, and COVID-safe shopping. Watch this video to find out how.

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You’ll learn

  • How Outletcity delivers an optimized Wi-Fi experience in a retail environment

  • How Outletcity increased Wi-Fi coverage 10x

  • How the Juniper wireless networks helps Outletcity give shoppers a more seamless shopping experience

Who is this for?

Business Leaders Network Professionals


James Morgan Headshot
James Morgan
VP, EMEA Sales, Juniper Networks

Guest speakers

Simon Drees Headshot
Simon Drees
Director, Omnichannel Services & Innovation, Outletcity
James Morgan Headshot
Sebastian Stelter
Teamlead, Project Management & Service Support, Outletcity Metzingen


0:57 -Hello everyone, my name is James Morgan

1:00 and I'm vice president of enterprise for EMEA at Juniper Networks.

1:03 Joining me today are Simon Drees

1:05 who is the director of omnichannel services

1:07 and innovation and Sebastian Stelter,

1:09 project manager and service support team lead

1:11 at Outlet City Metzingen.

1:14 OCM and Juniper have got a long-standing partnership focusing

1:17 on offering visitors the best shopping experience

1:19 across any touchpoint.

1:21 To achieve greater digitalization of the shopping experience,

1:24 it is deployed Juniper wireless networking powered by Mist AI.

1:28 The Wi-Fi covers 40,000 square meters retail floor space

1:31 as well as outdoor areas and parking garages.

1:34 Gentlemen, welcome, and thank you for joining me today.

1:37 Juniper and Outlet City Metzingen or OCM

1:40 as I've called it already, we've partnered together

1:42 to achieve greater digitalization of your shopping experience.

1:45 Can you just tell us how OCM's vision

1:48 and the strategy you are taking to be able

1:49 to innovate in digitalization?

1:52 -Yes, sure, James.

1:53 Thanks again for the invitation.

1:56 First of all, let me introduce Outlet City Metzingen

1:59 because I think that some of you don't know it already.

2:04 So Outlet City is one of the biggest factory outlets in Europe.

2:08 More than 500 brands in our channels.

2:11 And our Outlet itself is located in Metzingen.

2:14 It's a small town about 30 kilometers south of Stuttgart.

2:17 And you know Stuttgart where Porsche and Mercedes are from.

2:20 -Oh, yes.

2:22 -And pre pandemic 2019,

2:24 we had about 4.5 million shoppers from around the globe.

2:28 What's special for us is that one-third

2:31 of the revenues is done from customers outside Europe,

2:35 especially from China, Russia, and the Arabic countries.

2:39 We've got premium and especially luxury brands like Prada,

2:43 Burberry, Moncler, Nike, Adidas, Tommy Hilfiger, and so on,

2:48 but one thing that makes Outlet City really special is

2:51 that we were the first location,

2:54 the first fashion outlet with an online shop.

2:56 We launched back in 2012.

2:58 Due to this online shop,

3:00 we gained really strong know-how

3:02 in the future of digitalization like online marketing,

3:06 building a shop, building websites, create content,

3:09 do websites analytics, and so on.

3:12 Both channels, the retail business

3:14 and also the eCommerce profit from this know-how, of course.

3:18 Our mission is to provide the best shopping experience

3:21 for our guests in all channels, retail and online.

3:24 To do this, we need digitally-driven towards

3:28 as part of this experience.

3:30 A few years ago, in 2018,

3:33 we initialized an omnichannel program

3:35 to deliver this exact experience.

3:37 For example, we came up with was a loyalty concept,

3:40 the Outlet City Club, where our customers can collect points

3:44 for the revenues or a whole new Outlet City smartphone app,

3:47 which helps the customers when he is in Metzingen to navigate,

3:52 to find special offers, and so on.

3:55 On top of this,

3:56 we have a state-of-the-art footfall tracking both indoor

3:59 and outdoor to get like Google Analytics insights

4:04 of our retail business and,

4:06 of course, we have a powerful free Wi-Fi especially

4:10 for our non-European guests I mentioned before.

4:14 -Obviously 2020 brought a lot of changes to many industries,

4:18 and particularly the retail and fashion industry has barely

4:22 been out of the front page press

4:24 in terms of the challenges there.

4:26 How have you embraced technology to extend the reach

4:28 of your selling and distribution channels?

4:31 -Yes, James.

4:32 As you can imagine, COVID-19 impacted heavily.

4:35 Just let me give you an example.

4:37 In Germany right now we have strict

4:39 regulations regarding retail shopping.

4:41 There are limits on how many guests

4:43 are allowed per square meter in the stores.

4:45 Normally this will lead to heavy queuing

4:47 in front of the stores, would be really,

4:49 really crowdy in Metzingen, which we don't want, of course.

4:52 To avoid it and to make shopping more convenient

4:56 on the one side and also more safe

4:58 on the other side is that our developers

5:01 created the mobile check-in within a few weeks.

5:03 The mobile check-in is a web app

5:05 where a guest scans the QR code

5:07 in front of the store and then is queued up virtually

5:10 and as the guest sees when it's time to go

5:12 to the store and make use of the spare time like,

5:16 for example, have a coffee or visit another store.

5:19 The doorman of the brands have a special view

5:22 in this web app where they can see the allowed limit

5:25 of customers and the current utilization.

5:28 To make this mobile check-in happening,

5:30 we need the footfall sensors,

5:31 we need the Wi-Fi for the guests and the doorman, of course,

5:34 and we need this digital know-how we gained

5:38 through our online shopping experience.

5:40 Here you can see how different parts

5:42 of the digital infrastructure enable new services on top of it,

5:46 and in sometimes mobile check-in really made

5:49 the difference for us between

5:51 able to open up or to be on lockdown.

5:54 It's absolutely business-critical.

5:56 Of course, our online shop also became much more important.

6:00 When there was a complete lockdown last year,

6:03 of course, our retail business was closed too,

6:05 but despite all other outlets,

6:07 we were able to continue business through our online shopping.

6:11 Even before 2020, the online business was growing strongly,

6:14 like 20% or 30% per year, but 2020 really topped it all

6:19 and the numbers have gone through the roof.

6:21 -yes.

6:22 The success of our online shop is really amazing.

6:26 We also had a need to find ways to reach new customers

6:32 as well as engage existing customers.

6:35 Social commerce and event-based shopping

6:38 has really, really taken off.

6:40 We were using Instagram, WhatsApp, live streaming events

6:46 which is very popular with customers in China.

6:50 Let me throw in some numbers.

6:54 2019 Taobao Life, that's in Alibaba's streaming platform

7:02 made already over $2.85 billion in revenue

7:09 with the single-day shopping event, with one event.

7:12 That's over 7.5% of Alibaba Group's overall revenue.

7:17 That are really big numbers, so sounds great, right?

7:22 What about the potential in Germany?

7:26 China is really big.

7:28 That's a whole different game.

7:30 What's the potential here in Germany beyond

7:36 the influencer management and already known

7:39 and successful social media strategy?

7:43 Our own sales and tourism team has proven

7:47 that high numbers on live streaming viewers

7:50 and views are also achievable here in Germany.

7:53 For example, our China team managed

7:55 to get over 112,000 viewers with

7:59 one-day live streaming event last year, and that's in Metzingen.

8:05 They were setting a record

8:07 on the popular Chinese traveling team platform,

8:11 Mafengwo, and until today,

8:16 so that's a great success, I think.

8:19 Outlet City Metzingen is a top destination for customer's shopping,

8:26 shoppers not only in Europe but worldwide.

8:30 The enormous potential is there

8:33 and we are closely working together

8:36 with international companies, platforms,

8:38 influencers, brand partners to find

8:43 and test successful concepts.

8:45 It really is an important market for OCM.

8:50 Really, Juniper Technology helps us

8:54 to reach our goals by providing a great Wi-Fi experience.

8:59 I think that the technical infrastructure overall we've built

9:04 is the base for everything we do.

9:08 -Truly impressive, again,

9:10 when you think an Outlet City and a destination,

9:12 a physical geographic destination but,

9:14 of course, you use technology just

9:16 to smash all the boundaries geographically

9:19 and I think also demographically.

9:21 Absolutely very, very impressive and huge,

9:25 huge numbers and statistics.

9:27 Of course, also reacting to the challenges

9:30 of a pandemic and the platform that gives you

9:33 the ability to ebb and flow with that.

9:36 How do you see the needs and the demands

9:39 of the retail customers and,

9:41 of course, the brands as well,

9:42 because you have a number of stakeholders

9:44 that you need to keep satisfied.

9:45 How do you see that changing, going forward?

9:49 -Due to COVID-19,

9:51 there's a tremendous acceleration of the digitalization,

9:55 as you can see by the examples

9:56 that Sebastian and I have given before.

9:58 There is no going back.

10:00 In future, both the digital

10:03 and the traditional distribution channels will embrace

10:06 and get stronger altogether.

10:08 Also, new technology will enable new features.

10:11 One example I came across was a real-time track

10:16 and analysis of in-store customers

10:19 where an AI does an analysis,

10:23 whether, for example, it's necessary to open a new register

10:26 even before there is a queue of the already open registers.

10:30 Also, a big trend for the fashion industry is sustainability.

10:35 It's not totally connected to digital business,

10:40 but it's a absolute global megatrend and it's far beyond fashion,

10:44 and especially fashion is not a perfect track record

10:47 when it comes to sustainability.

10:49 There will be

10:50 big changes and there are already

10:52 some good things going on like,

10:54 for example, Outlet City is producing green energy

10:57 with solar and water power and this

10:59 energy is used in our stores.

11:02 We are providing our retailers with green energy

11:05 and also we are providing charging points

11:08 for electric cars for our customers, for our guests.

11:11 We use super-eco-friendly LED lighting settings.

11:16 What's not just we as Outlet City,

11:17 but also our brands find new ways

11:20 when it comes to sustainability like producing

11:23 more eco-friendly products with organic cotton,

11:26 which are fair traded and so on.

11:28 You can see the whole industry is changing

11:32 when it comes to this part.

11:36 -Very impressive.

11:37 I think across the number of different verticals

11:39 and industries we see similar trends.

11:41 Being somebody who's just invested in an electronic vehicle,

11:45 the charging points automatically,

11:46 it means that's the destination I head for.

11:50 It makes a real difference,

11:51 so I certainly appreciate that as well on a personal level.

11:54 Juniper, our True North, our mission statement

11:58 is all about experience and experience first networking.

12:01 You talked about a couple of examples there

12:04 where customers experience,

12:05 where predictive analytics play a role.

12:09 What's your view on this in more detail maybe,

12:12 and how are you really driving

12:14 that user experience for your customers

12:17 and the brands that you work with?

12:19 -James, I think a great experience

12:22 is based on many different factors.

12:25 We aim to develop ourselves

12:28 to a fully customer-centric thinking company.

12:32 That means we want and we must build

12:36 a great relationship with our customers and partners.

12:40 This can be achieved in many ways,

12:44 but one thing is really essential.

12:48 We must create a great experience

12:51 at any touchpoint with our customers and partners.

12:56 We are working hard with our colleagues

12:58 and teams to create a seamless and great user experience

13:02 from many topics like seamless Wi-Fi coverage, high connections,

13:08 the ability and speed, state of the art technology,

13:12 app and website usability, premium quality design

13:17 for digital products in our buildings,

13:19 our prize-winning architecture, and amazing brand portfolio,

13:25 amazing restaurants and cafes,

13:28 and very important outstanding customer service online

13:32 or online shop and on location in Metzingen.

13:37 Last but not least, many people are shoppers.

13:41 We need to have great prices and benefits for our customers,

13:46 and I think the innovative technology we talked about

13:50 is really helping us to give that experience,

13:56 to create a experience and new possibilities

13:59 for new technologies to create that great experience.

14:02 -Some really great insight into the here and now

14:05 and the decisions that you took a couple of years ago maybe,

14:10 that have led to being able to deliver that kind of experience.

14:14 What's next?

14:15 What's next for the industry and what's next specifically for OCM?

14:20 -Looking at OCM,

14:21 of course on the shorter we have

14:23 to get our retail business back online.

14:26 Right now, as I mentioned,

14:28 we are running on a strict limitation due to COVID-19

14:31 but in the near future,

14:32 I'm sure things will get back to normal.

14:36 A few days ago I talked to some customers at Outlet City

14:40 and they are really happy to be outside

14:44 to do shopping again for example,

14:47 and I'm sure that our customers will come back.

14:51 Another part is the non-European customer as I mentioned,

14:55 but I'm sure that also tourism will come again,

14:59 will rise up again as well.

15:01 Everybody is tired of staying at home and not being able to travel.

15:06 When this will come back, I'm sure our guests will also come back.

15:11 Let's talk about the future.

15:13 In general, traditional shopping,

15:16 traditional retail shopping is under pressure

15:17 by e-commerce because of our already existing online shop,

15:21 we will benefit directly from this trend.

15:23 Our retail business itself is also more than ready

15:26 to pick up the challenge.

15:29 In my opinion, retail shopping must be

15:32 an event for the guest and in Metzingen almost everybody,

15:36 every guest's plans is visiting.

15:39 They come with family, with friends

15:41 and they plan their stay during holidays

15:44 and they go shopping, they go eating,

15:46 they enjoy special events, and just simply have a good day,

15:50 and they are looking forward to go to Metzingen.

15:53 We do everything possible to make their visit here

15:55 as pleasant as possible.

15:56 New digital tools will support this trend.

16:01 What we will do is we will address our guests

16:03 on a more personal level to guide them through their experience.

16:07 I think location-based services

16:09 provided by the Juniper access points,

16:12 for example, in combination

16:13 with hyper-personalization tools in our app,

16:16 for example, or in our club,

16:17 will become crucial through all our channels,

16:21 our website, our app, and so on.

16:23 Pre-COVID, we were growing stronger

16:26 than the overall fashion retail market in Germany,

16:29 and I'm sure we will continue to do so.

16:32 What we want to be is the best host

16:36 for a shopping experience, both online and in retail.

16:39 I'm really certain that,

16:42 together with our brand partners in Metzingen,

16:44 and the passionate professional and hardworking team

16:47 we have in Metzingen, we will achieve this goal.

16:51 -Well, listen, I love when customers

16:55 such as yourselves take our technology

16:57 and completely transform their business

17:00 and really drive great innovation.

17:03 Simon, Sebastian, thank you very much

17:05 for your time and your insight.

17:07 It's been a real pleasure.

17:08 -Thank you Very much, James.

17:10 -Thank you, James. yes.

17:11 [music]

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