 Hi everyone, my name is Ashwant, I represent Walk-In. So Walk-In is a business consulting company that provide business solutions as well as tech solutions for retail businesses. So over the last one and a half year, we've been working with Cafe Coffee Day. I'm sure all of you must be knowing or have been to CCD at any point of time. Needless to say, CCD has more than 1,500 stores across India with all of these stores and at least 200 odd cities in India. So when we started working with CCD, they had a, so Walk-In started working with CCD about one half year back and CCD, we were mainly focusing on doing data analytics for them. So they came back and asked us questions like, who are my customers? And we said we don't know because we don't have any data for it. So Walk-In sort of looked at this problem and said, how do we solve the problem of collecting data for CCD so that they can better enhance the customer experience? Also, CCD did not have any single channel to communicate with the customers. The customers also did not have a channel to communicate with CCD. So we looked at this problem and we sort of went back to the Blackboard and we sort of came out with an experiment. So what we did was we went to one CCD and we said, for all the transactions that take place at the CCD, let the customer give their mobile number. Now, how this helped is for the customer, the incentive is every time he gives the mobile number, he gets a discount. And we have done this experiment over two months and we have found out that lot of customers who have given us their mobile number, they're actually transacting much higher value than the customers who have not given their mobile number. Also, these customers are more frequently visiting the cafes compared to the customers who have not given their mobile number. So this was clearly a loyalty problem that CCD has wherein we have established that CCD, we can leverage CCD's customer base to engage loyalty with the customers. That's how walk-in platform sort of, we envision the walk-in platform, which we built for CCD. And the platform basically has three elements. One is the payments. Payments are all the transactions that the customer does at a CCD, you know, goes through this platform. Then another is loyalty. We provide a loyalty benefits for almost all the transactions that happen through this platform. Also, we sort of, you know, enable personalization. So when I mean personalization, it, based on your spend patterns, we sort of tailor the offers that any customer gets. Also, any recommendations that we can provide to the customers. So one of the manifestations of the walk-in platform is the CCD mobile app itself. This is a customer's app, which anyone can just download from Play Store and install it on their mobile. You know, some of the stats of these apps are, you know, it's, you know, it was launched April, 2016, last year. So downloads are more than 2 million and transactions are around 2 to 5 million. And even we have a healthy Play Store rating of 4.2. So the scale at which the app grew was very fast because it's only been like eight months and we have grown almost into a million plus downloads and transactions. So the marketing was, which was done here was mostly, you know, in-store marketing or whatever marketing, there was no other external marketing agency which was doing the marketing. So over the talk, I want to talk about different learnings that we have had building this platform and any challenges that we face. So the first and foremost point that I want to bring about is ease of use. So whenever you're building any app which you want to build for scale, you want to establish that this app is very user-friendly, otherwise the users are not going to come back. So here we looked at various options for, you know, how does the customer communicate to the barista? So in CCC's case, one of the main important places where customer needs to communicate with the barista is at the CCD counter here. He might not have internet, so we need to rely on other communication methods. We looked at Wi-Fi, Bluetooth, Sound, and then QR code. So Wi-Fi, Bluetooth has problems like users have to switch on the hardware, and Sound was still much more not so proven technology. And QR code has been used a lot by other people. And we've also found that with QR code, there are less chances of error. So we finally resorted to choosing QR code. So how does the user experience actually happen at a store? So basically, you know, I'm a customer, I walk into a CCD, I go to the counter, and I tell him, hey, I want a Cappuccino and a Tex-Mex veg sandwich. And the barista asked me, do you want to pay using the app, so? And I say yes. I take out my mobile, and you know, I generate a QR code in my mobile, and I show it to the barista. The barista then scans the QR code, and voila, payment is done. Immediately after that, you can go back to your place, and the barista prepares the order and fetches it at your table. So here, it looks simple, right? So basically, you don't need to do anything, you just need to produce a QR code, and the payment is done. So here, some of the important aspects we took when designing the app was, one was user choice. So as you can see, there are like two options there. One is used beans for beverages, another is paid with wallet. So beans is a loyalty point for CCD. So whenever you're transacting at any cafe, then you get some loyalty benefits, and those are accumulated as beans, and wallet is just a regular wallet where you can add money. The reason for providing these options is that we wanted to give the user choice over what options he wants to pick. Also, we wanted to support multi-mode payments, wherein let's say if you have balance in these two, and yet you don't have sufficient balance to pay the bill, you can still use cash and finish your payment. Another important thing here was we wanted to ensure that the app is sticky. So if I'm just going to use cash, then why will I bother using the app? So that's where the loyalty benefits actually jump in, wherein you still need to use the app because you want to gain loyalty points. So this was very helpful because a lot of customers came back and told us that as a customer, I just want to accumulate beans, and only after a certain point I want to spend them. We've also ensured that the payment flows in the app are redundant. So when I say redundant, I mean to say that there are multiple ways and you can end up at a payment flow. For example, in the app, as you can see, there's an offer which is magical bruise offer where you can just click on the offer, add the offer, and then choose your payment modes, and then create a QR code. Or you just want to spend by cash, but just accumulate beans. You can just directly click on show app at counter, or you want to look at your balance first and then decide to pay, so you can probably click on wallet icon and go to payments. So through this, we have ensured that as a customer, you have your favorite way to get to payments. So we sort of provide the customer both user convenience, as well as ability to pick their own payment modes based on what their circumstances, whether they want to earn beans or redeem offer or anything. So I got my user experience locked down. Now, how do I ensure that my app is secure? So because we have QR code as one of the important channel to communicate to the barista, we want to ensure that QR code is as secure as possible. The first and foremost thing that we did was we disabled the ability to take screenshots on your QR code. So we wanted the QR code only to be generated from the app. And we've also added signing to the QR code because we wanted, we didn't want anyone to share the QR code outside the app. So it'll be very difficult for you to create the QR code outside the app. Another interesting thing that we did was we added timestamp which enabled us to debug any payment errors that have happened. So even in case of fraud, you can readily identify using timestamp if there is a QR code that was not generated from the app. You can subtract the transaction time minus the QR code creation time and you can figure it out pretty decently. Another thing that we did to the QR code, we added a number to every QR code that is generated per user. Now what this enabled is whenever you generate a QR code this number is synced back with our server. So in a way that we are invalidating all the QR codes that are generated for this customer. So at a given point, only one QR code could be generated per customer at any time. Also if you're building any systems, not only payment and your factoring scale, you need to factor fraud. So the CCD app for us said the traction grew really fast and we sort of burned the fingers with a lot of gamers who try to download the app and use the loyalty points, et cetera. So here important thing is device and user restrictions. So if you're building any app, you need to factor in how many users can in a device how many users can install an app or in multiple devices how many one user can install the app and how many ever devices. So these restrictions need to be put in place if you're building your app. Also because it was a brick and mortar company, we had this problem that a lot of barista end up using the QR code for getting beans on behalf of the customer. So you either end up with really good customers all over or you end up with a lot of baristas. So you need to always keep note of your outliers. So these things are something that we learned on the way and these things I would advise anyone who is building their app to take care. Also in a brick and mortar, a lot of things can go on, a lot of things can go wrong on the ground. Although you got your user experience, right? You got your security, right? You know, many things can still go wrong. And for us, one of the most important thing was or one of the things that went wrong was, you know, many times the process offline. So how do you do the payments? So we first tried to minimize, mitigate the liability. So what we did was we delayed the amount of beans that was given. So after a transaction, after a delay, you will get your beans. That kind of reduced the risk. Also, we looked at other modes. So one of the mode we looked and also worked on was goes as follows. Where in a customer walks into the store, he takes a, he makes his order and then the barista says, sir, the pause is offline. And the barista prints the bill and the bill will be printed with a QR code. So the customer now have to open his app, scan the QR code, do the payment on his mobile because he has internet. And finally, once the bill, once he does the payment, he again needs to generate a QR code which will then need to be shown to the barista to validate the payment. Now this flow, although it solves a problem, it went back wrongly on the user experience because there are two points of failure. One is scanning the QR code and another is showing the QR code. So we are also working on solving this problem with other ways wherein you can probably order from your app instead of ordering directly at the barista. Often neglected, the barista training is very important because in a FNB or in any retail business, the attrition rate is pretty high. So you can't expect to always held training sessions because your baristas come and go or your employees come and go. So here we first try to solve this problem by introducing videos into the POS software itself. So we then figured out that that was not possible because POS hardware did not have enough storage. So we supplemented the barista training by providing, creating WhatsApp groups and providing videos in them. They've also added, created, printed material so that the barista can, which is available at every store so that the barista, if he has any doubts, can look at and figure out. So when making the training material, one thing we kept in mind was, you need to be very, very specific because all these baristas are not so tech savvy as most of us. So you need to drill down the point to the minute details. And another thing that we did was business process re-engineering. So in a case like CCD, it's very important to provide accountability at all levels. So what we did was, we tried to change the process, business processes to accommodate the use of app also. So what we did was, whenever any customer complains in the app or gives a one-star rating, mail will be sent to the area manager of that cafe and then area manager will now need to be accountable for the customer. So he either needs to resolve the issue and then contact the customer again or he resolve the issue and we can get back to the customer. So here we have ensured that at all levels, the employees are aware as to what is happening and why are we getting bad ratings if there are any. Also, I mentioned that much of the marketing for this was word of mouth. So in order to bring that, we also had to incentivize baristas to market the app effectively. So we gave any incentive to barista who markets the app and transacts using that. That even the barista feels that this app is not a new thing but it's part of my work. Another thing which you should keep in mind. So I guess that's pretty much what I had in mind. So overall, we have had a great success story and we've been effective in building the app and also creating a good user base. Probably over the next year, we are looking at how to engage the users now that they are onboarded in the app. With that, I'll leave the audience to questions. So if you have any questions, just. Thank you, Ashwant. Can we take some questions quickly? Hi, Ashwant. Can you hear me? Can you hear me? Yeah. Okay. First of all, great talk using the CCD example. Thank you. My first part of question is on your data analysis and second is on the process of the payment. Okay. So data analysis is, you mentioned that people who gave the mobile numbers voluntarily were more frequent than people who didn't. How do you know that for sure? So we sort of guessed that number because we knew from the people in the cafe as to how many users frequent and when they are coming. So it was sort of a guess because we didn't have real data validating that and it was also very local to one particular cafe where we ran this event. Okay, so mostly visual analysis? Yeah, mostly visual analysis. But over, after this app, we sort of know it for certain, yes, people who are coming again and again, I mean, who are using the app are coming again and again. So this, thanks. So second process of your payment, right? I want to understand it more clearly. So the bill is, you place your order at the counter. The bill is generated and you know the total. So the barista guy tells you the amount and you create a QR code on the app and the person then scans the QR code. So how is the payment made through the wallet or the customer still swipes the card? So is this the pause offline scenario or is the first? First online scenario. Can you repeat the question? The question is on how the actual payment happened. So the customer placed the order, the barista guy responded with the total and the person goes to the app, chooses to pay through the app. They create a QR code using the QR code process in the app and the barista guy then scans the QR code. So where is the payment happening? Is it from the wallet in the app or is it through the swiping the credit card after the scanning the QR code? So it happens at multiple places. Like I said, we have three pay modes. One is the loyalty points. So loyalty points and wallet is detected directly from the customer's account and the cash or credit card, the barista actually validates that payment. Okay, anything else, a question here? Very quickly, while the mic is moving, I'll just make a quick announcement. So Malvika and Shrikanth are holding an impromptu BOF downstairs about policy. So it's during the course of the lunch break. So when we break for lunch, you can while possibly having lunch but otherwise join this BOF which is happening downstairs, being connected by Malvika and Shrikanth on the policy leading to payments. Okay, so can you just pass on Dr. Florian, I think? Do you have any data on what is more reliable the customer scanning the QR code or the customer showing a QR code and the POS terminal scanning it? So at least the reason why we picked the customer showing the QR code is customer needn't do any effort. So I don't have actual data as to what are the success stories in this but user experiences, user experience played a key factor in making that decision. Hi, Sandeep here. Yeah, okay, sure. Was this POS solution, you know, tailor made for CCD POSes or is this solution, does the solution work across different POS terminals as well? The scanning of the QR code and, you know, the integration? So POS solution was the POS end of this platform is only built for CCD, custom built for CCD. It does not apply for other players but any plans of, you know, porting it to other POS vendors as well? Not really, it depends on the customers that we actually get. If there is a customer looking out for something like this, then yes. Hi, I had a question on one of the setting points that you showed that was loyalty there. So was there any analysis done on, basically loyalty is a thing but we need to have the right numbers to say whether it worked or not for a company. So people accumulate the beans and then finally what was outcome, how many beans does a person get and there should be a record of the customer lifetime value and did it increase because of that or it didn't? So, you know, getting three beans is also good but did it actually help in, you know, overall perfect for the company or not? So like I said, I don't have any data going before this as per loyalty. Those are just guest numbers but for one thing we are certain is there are a lot of customers who are visiting the cafes because we are providing loyalty program and there are a lot of people who are even transacting for the very first time because there is a sign up bonus for that. Just one quick clarification. What was CCD's objective with trying this? What were they hoping to get out of this particular exercise? They were hoping to increase their business. I mean, that's it. But in any particular way that they articulated it to you guys or? Not really, they only objective was to increase their business and this was our solution for them. This is the solution you proposed. Yes, that's correct. Thank you. There's one question at the back and then I come to you. Hi, this is Gangadhar. I have a question about securing the QR code. So you mentioned that you had the option of paying via QR code. What I'm trying to find out is, from all the fraud that you saw, because you mentioned that you did, there were some issues that you faced. So what was like the most advanced instance of fraud you saw and also what was the most common fraud that you saw? Just to give a perspective of the kind of users who were doing this. So I think a lot of people tried to route their phones and change their device IDs and then sign up using the app. So that was one fraud that we saw. I think, like I mentioned, there was one or two scenarios of Barissa fraud wherein Barissa was scanning on behalf of the customer. So that was also another one. Okay, there's a question you're from. Yeah, so in extension of that question, QR code, somebody can snap the photo within another phone. So you put a technical effort into securing that QR code is not worth it. Right, another thing is about, I mean, the Barista level fraud, I don't see any technical way to even solve it. Like why even try to solve it? So the way to solve it is by looking at outliers. So we basically look at the data of transactions and see whether, you know, analyze whether they are actually Barissa customers. And on the first question, can you repeat that? I was saying that QR code, somebody can snap it with another phone. So because the Barissa is scanning the QR code, he can make a visual decision as to whether the QR code is from the app or not. Even if you have a good camera and you took it perfectly, it's only for that one instance. Also another thing, there is a friend of mine, Omer, you can see his app on the Play Store. It can take screenshots in apps which have disabled QR codes. That's not a very secure way to do. Also another thing you talked about, this thing, device ID getting changed. So you don't even need to route it to you wipe your data device ID gets changed. So why are you using device ID as a way to identify users? Not a way to identify user. That is one of the parameter in which we identify the user. So there are other IDs along with device ID. Any other questions? Anybody else who had, yeah, there's one. Yeah, just a follow up. So you mentioned device ID changing being the most common. I was curious about the other side, where you looked at the fraud and said, wow, this guy must be like a technical genius to have made this kind of a fraud. So I'm just curious about what was the most advanced one that you saw? I don't have an exact answer for that because I wasn't very involved in looking all the fraud. Device ID was pretty common. Then we also found not a fraud but mostly gamers. So trying to, there are a lot of websites which were put up where, you know, use my code and then you'll get a referral bonus because they're trying to game the, because of their website. So that was very interesting for us. That also I guess everyone should watch out for. Anybody else? So if we have no further questions, please give them a round of applause.