shopping 2020 for retail 2030 course
TRANSCRIPT
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Shopping2020 & digital future of retailSeptember 9, 2015 Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
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Iskander Smit | @iskandr
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"Shopping"2020" 2"
Introducing&info.nl&Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."
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DigitalStrategy
DigitalServices
DigitalMarketing
Online platforms
Lean Service Design
Agile (content) marketing
API with rich appsLean UX, Scrum, Devops
Platform architecture
Managed services
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Hackathon Personal API
Labs
https://vimeo.com/91069015
https://vimeo.com/91069015
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AMS
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16 retail organisations 460 experts 19 research topics
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"Shopping"2020" 3"
Members&of&the&expert&group&
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What are the relevant touchpoints connecting the retailer and the consumer in 2020?
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Touchpoint is the very moment of contact between consumer and retailer.
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"Shopping"2020" 15"
Touchpoints&
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"Shopping"2020" 17"
7&YEARS&AGO?&Predicting the future is hard
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Shopping 2020 73
32%
31%
22%
10% 3% 15%
10%
33%
21%
9%
5% 3% 4%
Laptop Desktop TabletSmartphone Interactive/Internet television Glasses (e.g. Google Glasses)Smart watches Other devices
Total market: devices used in the future to make online purchases (expert forecast)
Distribution of online purchase channels (%)
Base: all experts who have given their vision on the total market and have evaluated a specific segment (n= 268)
2013 2020
FUTURE TOUCHPOINTS Laptops and desktops are believed to be replaced by tablets & phones Interactive TV will also gain market share (9%) but Smartware (watches and glasses) will remain small
70% online shopping = mobile
GFK research Shopping 2020, 2013
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Mobile shopping
Flurry analytics
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Wearables are taking off
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a future inhabited by people
https://www.flickr.com/photos/paulk/4693602730
for whom the words offline, online
and mobile have become irrelevant
source:http://www.slideshare.net/yiibu/the-emerging-global-web
http://www.slideshare.net/yiibu/the-emerging-global-web
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The Internet of Everything
Sensoring all of our life
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The You-Web
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Traditional app model
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Notification layer binds the devices into a context relevant service ecosystem
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https://www.youtube.com/watch?v=QrqZl2QIz0c
https://www.youtube.com/watch?v=QrqZl2QIz0c
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six trends
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1. hyperpersonalisation
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trend 1
Hyper personalisation of all
Image: placed.com
http://placed.com
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Editd runs the worlds biggest apparel data warehouse
Data service provider
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https://vimeo.com/46097693
https://vimeo.com/46097693
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2. real experiences
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Local driven super market Landmarkt
Real experiences balancing a data-driven world
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Kies een leuke achtergrondkleur
Immersive experiences
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Fab.
Social curation
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With ASAP people can share their fashion catches and get styled
Social curation
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trend 2
Pop-up experiences
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Ephemeral media
Snapchat, Periscope, Snapchat, Taptalk, Beme
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3. hybrid shopping
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Hybrid shopping as default
http://www.youtube.com/watch?v=3CSXOWKSG98
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04
Key Takeaways Mobile search is the starting point. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store.
The retail landscape is evolving for all industries. Mobile use in stores is not category specific - Nearly 2/3 of baby product shoppers compare prices in-store.
Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping
Shoppers who use mobile more, spend more in-store. Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping. Research Google, 2013
Embrace showrooming
http://www.google.com/think/research-studies/mobile-in-store.html
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4. non-lineair journeys
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Hands-free shopping
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"Shopping"2020" 38"
Asynchronous&customer&journeys&Forrester"
Asynchronous customer journey
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Net a Porter connects the TV runway to the webshop
Watch & shop
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Frictionless
Disney magic bands
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5. retail in the cloud
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trend 5
Retail will be in the cloud
http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg
http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg
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trend 5
Retail will be in the cloud
estimote.com
http://estimote.com
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Amazon Fire phone introduces scanning and buying
Everything Store
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Bots as intermediairMaking personalisation tangibleGoogle, Siri, Cortana
Conversational UI
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6. store everywhere
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trend 6
The store is everywhere
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
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Fancy Glass app combines curated shop with color exploring
Connected ecosystems
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Amazon Dash
Everything Store
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Mono functional retail
Amazon Dash
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Touchpoints: emerged moments of intent
Permission based profiling to be relevant in
Shopping will be social, hybrid, asynchronous and continuously
We will be using a mix of devices next to each other
Relations can be built on curated true experiences
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Possible futures
Scenarios
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What is the role the store takes as part of the process of buying?
From self organizing customers to delegated interactions.
What is the approach to data?
From trust and embedding in our life, to a movement to less (shared) data.
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"Shopping"2020" 48"
Four&scenarios&The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"
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Become an API
Focus on dataThink beyond your own storeMake open relations
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Build an community
Value customer relationsBe an expertUse platforms for transactions
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retail as media
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labs.info.nl, Jules Holleboom, 2014
http://labs.info.nl
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product as platform
labs.info.nl, Jules Holleboom, 2014
http://labs.info.nl
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social proof
labs.info.nl, Jules Holleboom, 2014
http://labs.info.nl
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labs.info.nl, Jules Holleboom, 2014
http://labs.info.nl
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The digital future of retail. It is all about platforms and communities.
Retail as media.
Iskander Smit, [email protected], @iskandr, 06-24532388
mailto:[email protected]