The Future of Digital Retail

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Shopping2020 & digital future of retail September 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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Introducing&info.nl& Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots." ©"Shopping"2020" 2"

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Online platforms Lean Service Design Platform architecture API with rich apps Lean UX, Scrum, Devops Agile (content) marketing Managed services Digital Strategy Digital Services Digital Marketing

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Labs Hackathon Personal API https://vimeo.com/91069015

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16 retail organisations 460 experts 19 research topics

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Members&of&the&expert&group& ©"Shopping"2020" 3"

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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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Touchpoints& ©"Shopping"2020" 15"

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Predicting the future is hard 7&YEARS&AGO?& ©"Shopping"2020" 17"

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Total market: devices used in the future to make online purchases (expert forecast) 70% online shopping = mobile Distribution of online purchase channels (%) 3%4% 5% 3% 10% 15% 9% 32% 10% 22% 21% 31% 33% 2013 Laptop Smartphone Smart watches Desktop Interactive/Internet television Other devices 2020 Tablet Glasses (e.g. Google Glasses) 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 for whom the words “offline”, “online” and “mobile” have become irrelevant source:http://www.slideshare.net/yiibu/the-emerging-global-web

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Sensoring all of our life The Internet of Everything

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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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six trends

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1. hyperpersonalisation

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Hyper personalisation of all trend 1 Image: placed.com

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Data service provider Editd runs ‘the world’s biggest apparel data warehouse’

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2. real experiences

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Real experiences balancing a data-driven world Local driven super market Landmarkt

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Immersive experiences Kies een leuke achtergrondkleur

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Social curation Fab.

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Social curation With ASAP people can share their fashion catches and get styled

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Pop-up experiences trend 2

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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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Embrace showrooming Mobile search is the starting point. Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping 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. Research Google, 2013 Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store. 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. 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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Asynchronous customer journey

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Watch & shop Net a Porter connects the TV runway to the webshop

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Frictionless Disney magic bands

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5. retail in the cloud

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Retail will be in the cloud trend 5 http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

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Retail will be in the cloud trend 5 estimote.com

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Everything Store Amazon Fire phone introduces scanning and buying

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Conversational UI Bots as intermediair Making personalisation tangible Google, Siri, Cortana

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6. store everywhere

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The store is everywhere trend 6 Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

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Connected ecosystems Fancy Glass app combines curated shop with color exploring

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Everything Store Amazon Dash

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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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Scenario’s Possible futures

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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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The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following" ©"Shopping"2020" 48"

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Become an API Focus on data Think beyond your own store Make open relations

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Build an community Value customer relations Be an expert Use platforms for transactions

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retail as media

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labs.info.nl, Jules Holleboom, 2014

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product as platform labs.info.nl, Jules Holleboom, 2014

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labs.info.nl, Jules Holleboom, 2014

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labs.info.nl, Jules Holleboom, 2014

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The digital future of retail. It is all about platforms and communities. Retail as media. Iskander Smit, iskander@info.nl, @iskandr, 06-24532388

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