phoenix marketcity - enabling better digital shopping experience
TRANSCRIPT
A new shopping experience for the Digital Audience
It’s more about the experience - Seamless. Engaging. Personalized
The digital dimension and changing consumer behavior are dictating the concepts of brand and retail experiences.
Where do they come from?The dynamics of channel hopping
PC-to-store 57%
Kiosk-to-store (immediate in-store)
24%
Mobile-to-store 24%
Store-to-online 38%
Mobile-to-PC 26%
Who are the consumers?
75% research products online and in-store
36% want to get more in-store product information
86% mention customer service as a deciding factor for in-store purchase
14% would like to use their mobile devices for credit cards
What are some takeaways?
Consumer electronics shoppersare among the most likely to ‘showroom’
Online shopping is a constantlygrowing trend YOY
WHAT
The evolving role of in-store digital experience
+ The In-store transformation
Immediacy Reducing wait-time for payment and viewing products
Service Personalized shopping with well-informed sales staff
Experience Sensorial incorporating touch, visuals, and audio
Translates to:
Making the connections
CONNECTING INFORMATION
Brand & product content
CONNECTING PEOPLE
Social content, reviews, feedback
CONNECTING DEVICES
Mobile, AR,Digital Walls, Kiosks
Products & physical stock
Visual merchandising
Loyalty through service
Showcase products in lifestyle experience
Destination shopping with personalised experiences
Loyalty through services and recommendations
NOWTHEN
Enticing, Informing, engaging shoppers
Technologies and digital content that influence purchase
In-store digital screens
Experienceconcepts
1
2
Use kiosks in store
Use digital screens in-store
Use mobile phones in-store
20% 21% 20%
Allows shoppers to visualize themselves with products
Product information, videos,comparisons on shelf edge
Immersive Shelf help
Interactive screens providing product information
Delivers personalized offers to mobile phones
Product viewer Personal mobile shopper
Products rated by popularity, votes, “likes”
Favorites
The purchase cycle
Product previews
Catalog browsing
Promotions
Coupons
PRE-STORECapturing the attention of prospects through engaging interactions and assistance for purchase planning
POST-STOREEncouraging loyalty through customer service and privileges
Product
information/demos
Product
selector/Comparator
Scanning for
product experience
Warranty tracking
Loyalty benefits
Promotions/Offers
IN-STORECreating new shopping experiences and facilitating informed decision-making
Shopping now starts before the beginning
The Digital Ideas
Pre-store experience
Shoppers
Digital kiosk
Product/package promotions
Seasonal sales / Daily deals / promotions
New / updated product information
Digital windows
Interactive displays outside, drawing visitors into store
Industry / product trend
Mobile / Web
Store locators
Product / store information
Virtual scratch card – motion sensor
Concept: Onlookers wave in front of digital wall to scratch card. Card reveals latest promotion or offer, which they can redeem within store.
In-store engagement
Shoppers
Digital interactive wall
Virtual fitting
Cross-sell / Accessorize
Interactive virtual wall
Customer tries an outfit in front
of the digital wall. The wall
indicates item selected and
corresponding recommendations
for accessories in various
categories are displayed
Interactive virtual wall
NFC – Tap to Pay
Customers tap a mannequin’s hand
equipped with NFC chip with mobile
for completing payment
NFC-enabled mobile payment
Augmented Reality with celebrity
Digital AR wall where customers get a virtual
feeling of being with a celebrity. Celebrity
looks at the customer and admires him.
Virtual ramp walk in-store
A virtual ramp walk digital wall that makes
customers feel like a fashion model. Post trying
an outfit, customer can enjoy a real time virtual
ramp walk inside the store
The user journey
Proceeds into store
Scans product on purchase
PRE-STORE
Visits store and interacts with virtual scratch card to avail offer
Googles information on specific product under consideration
Uses interactive wallcatalog to browse/
select products
Purchases product usingNFC mobile payment
to avoid queuing
Checks with sales staff on specs, who uses mobile app to explain
IN-STORE
Opts in for loyalty program
Does instant warranty registrationPOST-PURCHASE
Thank You