retail technology 2020 .. hip or hype?

RetailTechnology2020…HipOrHype?

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Panelists MODERATOR:AliciaFiorleEaContentStrategist,RetailTouchPoints

Copyright © 2015 Aptos, Inc. All rights reserved. ‹#› 6 • © 2015 Aptos, Inc. All rights reserved.

A Warm-Up Exercise

See if you can determine what the following objects have in common…


A Cheese Pizza…


A Mountain Bike…


Women’s High-Heeled Shoes…


Holiday Cookies…


Soccer Shoes…


A Concept Car…


A New Home…


An Electric Guitar…


And a Woman’s Dress.


Have You Figured it Out?


3D Printer Every object shown was fabricated with a


2020 Technology #1:

3D Printing

Future in Retail? Does 3D printing have a bona fide


printers sold 66

2007

108,151 2014

printers sold Source: Gartner

On the Rise 3D Printing is clearly…


Marketing-Centric Most consumer engagement to date has been


Beginning to Engage Retailers are slowly

Shapeways Monogrammed 3-D Printed Sterling Silver Heart Pendant Necklace A leader in fashion and now in technology, Neiman Marcus is proud to offer you the latest advancement in personalized jewelry. A twist on a classic pendant, this one-of-a kind piece is made with 3D printing and polished by hand.

Customize it to add your initials or those of a loved one.


Up Close & Personal Normal: an entire store dedicated to putting 3D-printed earbuds

1 2

3

MEASURE PRINT

LISTEN



United States Patent Application Publication Apsley et al.

Pub. No: US 2015/0052024 A1 Pub. Date: Feb. 19, 2015

US 2015/0052024 A1

Applicant: Amazon Technologies, Inc. Reno, NV (US)

PROVIDING SERVICES RELATED TO ITEM DELIVERY VIA 3D MANUFACTURING ON DEMAND


Designs on 3D Designs Even Martha Stewart has

“Lemon Drop” “Robin’s Egg” “Jadeite”

Just In Case You Were Wondering…


Tipping Point Consumer adoption is approaching the

Every year, the technology improves:

Faster Smaller Cheaper More Designs Better Materials


Fabric Isn’t Too Far Away Possible game changer? Recent innovations indicate that

ELECTROLOOM


3D Will Be Everywhere In 10 years or so, analysts predict that…

50% Source: Autodesk

of all households in developed economies will have a 3D printer

By 2025


Reality TV Heck, 3D printing has even made its way into fashion via

Can mainstream America be far behind?

SEASON 11, EPISODE 13


“ What do you think: 3D Printing in Retail…is it HIP, or is it HYPE?

Audience Polling Question #1

o  HIP o  HYPE


2020 Technology #2:

Mood Sensing Personalization

Mood to Shop? Can technology really tell if we are in the


Mood Affects Spend For decades, researchers have studied how

Sad Likely to Buy Excited Impulsive Powerful Extravagant Proud Brighter

When We Feel: We Are Typically:


Make Sense of Our Moods Recently there have been numerous attempts to use new tech to

Mood Sweater

TRANQUIL, Zen

CALM, Relaxed

RUFFLED, Excited

NERVOUS, In Love

NIRVANA, Ecstatic

The Mood Sweater’s

“Emotive Display”



Wristband measures signals from the central nervous system to try to detect our emotional state



Monitors eye muscle contractions using false eyelashes to derive mood,

and a conductive eyeliner to connect to a mobile device


Apple Enters the Fray Big tech is investing in mood sensing, too:

Examining recently consumed digital content (app, music, video, web page, social network)

to establish a

From Apple’s Patent Application

“baseline mood profile”


Revealing Shopper Moods But the real trick for retail has always been

What are people feeling… at the moment of truth?

The $64K Question


New Light on Our Moods Recent research has shed

MIT has amassed a database of

1 Billion to recognize and classify

our emotions Source: CNN

facial expressions


Expose Our Feelings New technology can leverage that data to


Sense Shopper Moods A few tech startups are beginning to leverage that data to

Measures emotional reactions to in-store experiences

Window displays Customer Service

Merchandising Promotional Displays

Store Layout Checkout


Sense Shopper Moods A few tech startups are beginning to leverage that data to

Reads faces when people enter a store and

when they checkout to make

mood-based recommendations


Sense Shopper Moods Big brands are also beginning to leverage the data to

Putting sensors at the shelf to read gender and demographic info, and

potentially even mood, to make real-time offers


“ Mood-sensing Personalization: is it HIP…or is it HYPE?


o  HIP o  HYPE


Virtually Unstoppable? Is Virtual Reality in Retail…

2020 Technology #3:

Virtual Reality


Somewhat Awkward… Most early attempts at VR shopping were often


Gathered Dust Hence, most early implementations simply


Inevitable? Despite early missteps, is the rise of virtual reality in retail

One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real. --William Gibson “Speculative Fiction Novelist Author of Neuromancer


VR Experiences… Recently we have seen markedly better


On the Package… And marketers have delivered improved experiences


At the Shelf… And marketers have delivered improved experiences


In the Mirror And marketers have delivered improved experiences


Lots of Buzz Recent VR Tech breakthroughs have generated


Immersive Experiences… They all create intensely


The Gaming Market But the biggest investments have been primarily targeted to


Not Playing Games However, investors in modern VR experiences are definitely

$2B

Source: The Guardian


Why Oculus? The $2 Billion question:

We believe virtual reality will be heavily defined by social experiences that connect people in magical, new ways. “

Source: The Guardian


Social Experience Shopping has forever been an inherently

52% Source: Marketing Magazine

of consumers are interested in immersive digital experiences in the store


Hit the Mall Headsets are starting to

The headsets gave customers a live feed of the catwalk show and backstage action



The headsets give shoppers an immersive experience while viewing the brand's fall runway show



Shoppers enter fantasy themes that represent key trends for the season

The tech recognizes users’ shapes and represents them through avatars

Shoppers then curate products that that can be found at shops in the mall

1

2

3



Shoppers experience immersive tours of Yosemite and the Moab desert

They trek landscapes and rock climb with athletes Cedar Wright and Sam Elias

1

2



Lowe’s staff help shoppers design the room using the Holoroom app

Customers see their design in the Holoroom in 3D space at full size

Curated collections of relevant items & accessories are presented

1

2

3


Warming to the Idea Shoppers seem to be

63% Source: Walker Sands

of consumers indicate VR would change the way they shop


“ Are Virtual Reality shopping experiences HIP…or HYPE?


o  HIP o  HYPE


2020 Technology #4:

The Internet of Everywhere

Ubiquitous Personalization? Will the IoE help retail realize the vision of


Continue to Expand Just in case you aren’t convinced yet, here’s more data to show how the Internet will

1.6 ZB In 2018, we will generate over…

of global IP traffic

Source: Cisco

1984-2013 COMBINED

which is more than


Will Be Connected So many more machines

50B Source: Cisco

devices will be connected to the internet

By 2020


The Inevitable Rise of Wearables Connecting humans to all these machines will be aided by

3.6M

Source: Wall Street Journal

Apple watches sold in their first quarter on the market

4.4M FitBit fitness trackers sold during

the same three months


Broadband Will be Ubiquitous Within a decade, experts expect

A global, immersible, invisible, ambient networked computing environment “--Pew Research

Chattanooga’s 10GB service is available to every home and business in a 600 sq. mile

area

10 GB


Holistic…and Innate And information flow will be

Information sharing will become invisible, flowing like electricity. “--Pew Research


Overtly Connect to Hi-Speed Networks Gone will be the need to

Free Wi-Fi is available to everyone in over 296 public places throughout Paris

Perth provides blanket Wi-Fi coverage to the public. Users freely move around without need of hotspots.


Far More Democratic The Internet of Everywhere will be

Accessible to all, rich or poor…


Will Slowly Begin to Disappear Acetate billboards (as awesome as some may be)


Will Become a Thing of the Past Static, printed bus and train stop posters


Will Take Big Leaps Forward Even (already digital) store signage


TV Screens Will be Everywhere Ultra cheap, solar-powered, high definition

Billboards Posters Buses Trains Shop windows Store shelves Restaurant tables


Connected to Each Other… Soon they will all be connected to the Internet and


Connected to Us! …and they will all be


Personalized Interaction IMHO, the real value driver will be the degree of


“Ubiquitous” Personalization Retailers are already beginning to reap the rewards of

$40B Source: BI Intelligence

of in-store sales in 2016 (that’s 10x sales forecasts for 2015!)

Beacons are expected to influence


Brings this Vision to Life Real-world case study: the magic of Disney


Personalized Experiences Magic Bands deliver end-to-end, frictionless, and highly

Baggage handling Ground transport Custom park itinerary Fast Pass management Payments Offers and recommendations Restaurant reservations Character meet & greet In-park experience photos


Streaming real-time data Guest locations & activities Wait time estimates Traffic patterns

Experience Analytics Personalized, frictionless experiences plus rich


“ Is the potential of the “Internet of Everywhere” HIP…or is it HYPE?


o  HIP o  HYPE


One Customer One Interaction One Order

One Product One Truth One View of the Enterprise

CRM • Clienteling POS • Mobile POS • Digital Commerce Enterprise Order Management

Planning • Merchandising Audit Operations Management Analytics by Quantisense

One Secure Platform, in the Cloud

Singular Commerce, Seamless Experiences. “The Power of One” Our Vision for Engaging Customers Differently:

#HipOrHype

DaveBrunoMarke8ngDirectorAptos@davethewavesd

Q&A|Panelists MODERATOR:AliciaFiorleEaContentStrategist,RetailTouchPoints

#HipOrHype

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