ADT is looking to parlay the results of a just released security survey highlighting the major security concerns of America’s small and medium-sized business community into one the most comprehensive outreach initiatives the industry has ever undertaken.
The study, conducted online by Harris Poll and commissioned by ADT, surveyed 712 small business owners of retail stores in January and found that theft of merchandise by customers (79 percent), vandalism (66 percent), break-ins (64 percent) and online security (58 percent) were the top pain points and concerns. According to Luis Orbegoso, president of the Small Business Unit for ADT, the survey findings only reinforced ADT’s suspicions that the small and medium-sized business segment lacked the internal resources to meet the challenges they face. “There are differences in what our residential customers need as far as security and what the needs of small businesses are. Yet even the differences among various small business sectors are different, and that was our biggest challenge,” Orbegoso says. “We researched our installed base of more than 400,000 small business customers...and we were able to segment them into the appropriate verticals and...(determine) what type of solutions sets they are looking for.”
The ADT survey findings support the company’s approach to delivering bundled small business solutions that directly address the needs of specific industries. The newly released ADT Retail Solutions Bundle is the first of these offerings, and delivers a package of relevant security and automation resources for retail small business owners, including: front and back door access and supervision, stock room security, 24/7 video surveillance from the store floor, and temperature, lighting and small appliance control from any web-enabled device.
The retail business segments include: quick service restaurants; clinical offices; mechanical and automotive; and professional services offices.
“Now that we have identified the right segments, (the question is), how do we develop the right tools and properly train the sales forces to be perceived as consultants and not just someone trying to throw a solution at the problem,” Orbegoso says.
The Retail Solutions Bundle includes ADT Pulse Interactive Business Solutions, which help owners remotely monitor and control their business; along with intrusion detection and video surveillance.
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