Pressing the Reset Button at the Store: Digital In-Store for Commerce
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The document discusses the evolution of online commerce and its impact on shopping behavior, emphasizing advancements in digital technology such as personalized experiences, mobile payments, and social commerce. It highlights the transformation of customer journeys and retailer strategies to enhance in-store experiences through data analytics and smart technologies. Looking forward, it envisions a future where shopping is highly personalized and seamless, integrating entertainment and convenience for consumers.
Pressing the Reset Button at the Store: Digital In-Store for Commerce
- 1. PRESSING THE RESET BUTTON AT THE STORE DIGITAL IN-STORE FOR COMMERCE
- 2. AGENDA EVOLUTION OF ONLINE. IMPLICATIONS FOR THE STORE. LOOKING FORWARD. 2
- 4. DIGITAL IS CHANGING SHOPPER BEHAVIOR EVOLVING SHOPPER EXPERIENCE SHOPPER/ RETAILER APPS STORE CHECK-IN SMART ALGORITHMS MOBILE PAYMENTS NEAR-FIELD COMMUNICATION SOCIAL STORES AUGMENTED REALITY
- 5. 5 EVOLUTION OF ONLINE OLD WAY (PRE-2008) NEW WAY (2015) SEARCH Sites primarily discovered via keyword driven search App SEO, Contextualization of results based on personal behavior NAVIGATION Text based, modeled after in-store layout Image-based, increasingly modeled after in-store layout. CONTENT Static brand sites Enhanced Retailer Product Detail pages EMAIL Promotional driven, minimal personalization Personalized messaging, Offers, Product recommendations CHECKOUT Lengthy process with multiple steps Simplified, multiple buying options MOBILE SMS Responsive mobile sites, apps with in-store features MEDIA Impressions based, broad reach, minimal targeting Highly targeted reaching the intended shopper with the right message; in-ad purchase SOCIAL Static post Shoppable post, advanced targeting INFLUENCERS Simplified Influencer selection Identification of influencer based on algorithm REVIEWS Review collection and display Usability of reviews to support individual consumer needs
- 6. SIMPLIFICATION VIA VISUALIZATION EVOLUTION OF ONLINE Today’s experiences incorporate greater imagery (and video) throughout the journey than 10 years ago: • Mouse-overs • Search • Landing pages • Shelf • Checkout Sony.com 2005 Sony.com 2015
- 7. BIG DATA GETTING BIGGER – VISUAL ANALYTICS EVOLUTION OF ONLINE “Visual analytics companies such as Ditto Labs are using software to scan photos and identify contexts, locations, or themes to help brands send targeted ads or conduct market research.” Which Brands Went to #BurningMan2015?
- 8. EVOLUTION OF ONLINE SOCIAL COMMERCE New buy options in Twitter, Youtube, Instagram, Pinterest. Facebook watching closely.
- 9. EVOLUTION OF ONLINE CROSS-APP PURCHASE One account, Unified cart, Faster purchase, Any app.
- 10. PERSONALIZED STACKING Retailer points, brand points, gift cards, pharmacy rewards, subscription discounts, one-day- only, retailer ad network, click- and-collect, sharing behavior. EVOLUTION OF ONLINE
- 11. NEW INSIGHTS, BETTER EXPERIENCES CHANGING THE CONSUMER JOURNEY Smart Data | Personalization | New Value EVOLUTION OF ONLINE
- 12. IMPLICATIONS FOR THE STORE
- 13. DATA MASHUPS = BETTER EXPERIENCES = BETTER RESULTS IMPLICATIONS FOR THE STORE Push Notifications, Personalized Digital Signage, Up-to-the Minute Reporting. BEHAVIORS | IMPRESSIONS | BASKETS | INVENTORY | OPTIMIZED IN-STORE EXPERIENCES DIGITAL ANALYTICS SHOPPER DATA
- 14. IMPLICATIONS FOR THE STORE “With the company’s omni- channel initiative, you’ll find up-to-date and accurate product information at every turn” RETAILER.COM AT SHELF RETAILER APP RETAILER SOCIAL DISPLAY PRE-SHOP: SEAMLESS OMNICHANNEL
- 15. IN-STORE MODE IMPLICATIONS FOR THE STORE o Pre-Pay o Skip Lines o 3D Store Map o In-Store Product Locator o Scan Rewards o Multi-Location Inventory Availability SHOP: MOBILE TOOLS
- 16. IMPLICATIONS FOR THE STORE Nebraska Furniture Mart sales person should be able to seamlessly give quotes, delivery dates and all the pertinent information needed to make the purchase. SHOP: SHOPPING ASSISTANCE
- 17. IMPLICATIONS FOR THE STORE Adidas plans to incorporate Endless Aisle technology into all 750 India store locations. SHOP: ENDLESS AISLE
- 18. IMPLICATIONS FOR THE STORE Digital capabilities deployed at the In-Store Shelf merges creating enhanced experiences. SHOP: INTERNET OF THINGS
- 19. IMPLICATIONS FOR THE STORE Digimarc enabled packaging enhances brand experiences for consumers during all shopping phases; Pre-shop, in- store, post purchase. SHOP: SCAN AS YOU SHOP
- 20. IMPLICATIONS FOR THE STORE How Best Buy stopped being Amazon’s testing ground: o Embraced Showrooming Behavior o Price Matching o Customer Service Improvements o In-Store Push Notification Offers o Mobile E-commerce enhancements SHOP: SHOWROOMING
- 21. IMPLICATIONS FOR THE STORE “Nike Custom Shoes in 20 Minutes: The flagship Nike store in downtown Portland, Oregon offers the following proposition: For just $20 more, customers purchasing the Nike Free running shoe have the option to select their own swoosh and custom laces.” SHOP: IN STORE CUSTOMIZATIONS
- 22. SHOP: IN STORE CUSTOMIZATIONS Alibaba’s Alipay Wallet, used by Chinese shoppers to make over half the purchases with the retailer, allows Chinese shoppers to pay at vending machines, restaurants, and retailers by scanning QR codes or scanning their smartphones over a sound wave payment terminal. TopShop, a British fashion retailer launched their online store as an exclusively digital platform in China. There were no checkout counters or POS systems at the event. IMPLICATIONS FOR THE STORE
- 23. POST PURCHASE IMPLICATIONS FOR THE STORE Online returns are a hassle leaving consumers frustrated when having to return items and then wait for the intended item to arrive on their doorstep The solution: Subscription services that are precisely tailored to the consumer with 100% guarantee.
- 24. LOOKING FORWARD
- 25. Differentiating the Physical Experience: Smart Malls “In the future, you will go shopping without having to take your wallet. The mall will immediately recognize you when you arrive, through your phone. You won’t have to wait for anything, you won’t have to stop and pay for parking, there will be targeted discounts for those stores you like. It will be very convenient, very personalized.”
- 26. LOOKING FORWARD “While Chinese shoppers may not be shopping at malls, they are being entertained at malls. Many shopping malls have dedicated a large amount of space to “restaurants, cinemas, skating rinks, bowling alleys, spas, playgrounds and even language schools.” DIFFERENTIATING THE PHYSICAL EXPERIENCE
- 27. DIFFERENTIATING THE PHYSICAL EXPERIENCE Packaging as a utility LOOKING FORWARD
- 28. SUMMARY EVOLUTION OF ONLINE. IMPLICATIONS FOR THE STORE. LOOKING FORWARD. 2 8
- 29. THANK YOU!