THE NEW RETAIL CUSTOMER & THE FUTURE OF DIGITAL COMMERCE

Miel van Opstal 24.09.2015

WE LIVE IN DIGITAL TIMES

TECHNOLOGY IS EVOLVING QUICKLY

HUMANS ARE THE WEAKEST LINK

POWER OF APPS THE IM/CHAT REVOLUTION

FACEBOOK HAS A GOOD BUSINESS MODEL

SOCIAL PLATFORMS THE SIZE OF COUNTRIES

1. Facebook 2. China 3. Tencent (Sina Weibo) 4. India 5. WhatsApp 6. LinkedIn 7. United States 8. Instagram 9. Twitter 10.Snapchat Disclaimer - only 2, 4 and 7 are existing countries.

source: @lavaconsult

WE PAY FOR SECONDS OF ATTENTION

MULTIPLE POCs CONTEXTUAL

MICRO MOMENTS

IT’S A CONDITION IT’S FOMO

IT’S OPPORTUNITY

90% of text messages

are read within 3 minutes

of being delivered

E-MAIL IS THE MOBILE CONNECTION

65% of emails were

opened on a smartphone

or tablet

source: Movable Ink, US Consumer Device Preference Report, Q4 2013

MOBILE SEARCH INDICATES URGENCY & DEMAND

source: Google Belgian Research

Following a research on a

smartphone, where is a retail product

purchased ?

SHIFT IN CONSUMER BEHAVIOR

source: Google Belgian Research

Problem ? Option ? Evaluate Choose/Buy Experience Complete Recommend

ATTRACT ENGAGE NURTURE CONVERT DELIVER UPSELL REFERRAL

SHIFT IN CONSUMER BEHAVIOR

source: Google Belgian Research

Problem ? Option ? Evaluate Choose/Buy Experience Complete Recommend

ATTRACT ENGAGE NURTURE CONVERT DELIVER UPSELL REFERRAL

DISRUPTION AS THE ULTIMATE SERVICE

www.springwise.com/top-10-business-ideas-travel-tourism-12-months

PEACE OF MIND AS A SERVICE

www.springwise.com/top-10-business-ideas-travel-tourism-12-months

HYPER PERSONAL SECURITY TECHNOLOGIES

www.businessinsider.in/MasterCard-is-experimenting-with-selfie-pay/articleshow/48541831.cms

THE BETS OF THE BANKING INDUSTRY

Source : PWC Banking 2020 Survey

DATADATAPERSONALIZATION

DIVERSIFICATON IS NOT ALWAYS THE ANSWER

www.thefinancialbrand.com/37391/bank-personalization-product-development

ONE OFFER FOR ALL

A FEW OFFERS FOR ALL

INDIVIDUAL OFFERS

SERVICES

PLATFORMS

PRODUCTS

PERSONALIZATION IS THE FIRST STEP

TO PURPOSE AND TRUSTwww.hubspot.com/products/how-personalization-works

DATA SOURCES FOR PERSONALIZATION

www.hubspot.com/products/how-personalization-works

• Demographic information • Social data • Contextual data (location, device, …) • Product related information

• folio • transactional data

• History / behavior • online: content, top actions, CTAs

followed, simulations, … • offline: store – POS terminal, …

• Preferences / Topics of interest • …

Smart Lists&

Lifestyle

Customer profiling

RETAIL BEACONS HAVE HUGE POTENTIAL, BUT IT CAN ONLY BE MET WHEN CHAINS MOVE BEYOND SEEING BEACONS SOLELY AS TINY AD BROADCASTERS

PURPOSE

SELLING WITHOUT SELLING

TECHNOLOGY AS A

FACILITATOR

EXTREME CUSTOMER CENTRICITY

REMEMBER THEM FOR RE-TARGETING LATER.

PURPOSE

IT'S ALL ABOUT LAYERING. IT'S MORE THAN USING THE BEACON OR THE MOBILE PHONE OR POS OR A MOBILE APP.

INTEGRATION IS THE KEYWORD.

USING THE INTERACTION WITH A BEACON ON TOP OF A MOBILE APP, WHICH LEVERAGES GEOLOCATION AND THE PROXIMITY OF A WI-FI CONNECTION (AND T H AT B E AC O N ) , S H O U L D B E COMBINED WITH ACCESSING EXISTING CRM PROFILES OF THAT SHOPPER.

THEN WE NEED A CONNECTION BETWEEN THAT SHOPPER PROFILE ONLINE AND MATCH IT WITH THE ACTIVITY IN-STORE. THE POS-LINK.

VENTURE INVESTING IN ARTIFICIAL INTELLIGENCE

Source : Venture Scanner

TECHNOLOGY HAS BECOME A FACILITATOR WITH ZERO FAIL-TOLERANCE. SPEED, CONNECTIVITY AND C O N V E N I E N C E A R E EXPECTATIONS NEEDED TO MAINTAIN THE DIGITAL/REAL SOCIAL NETWORK. OFFLINE CONNECTIONS REMAIN A FUNDAMENTAL POINT OF INTEREST

BEFORE YOU CAN ADD PURPOSE YOU MUST FIND OUT

HOW THE CUSTOMER BEHAVES

IF YOUR POS SYSTEM ISN’T PROVIDING IN-DEPTH ANALYTICS ON YOUR CUSTOMERS, INVENTORY AND CONVERSIONS, IT’S TIME TO UPGRADE ASAP. MERCHANTS SHOULD BE ABLE TO KNOW WHO THEY ARE SERVING AND PROVIDING PRODUCTS FOR, HOW OFTEN THEY SHOP AND HAVE THE ABILITY TO OFFER THEM PERKS THAT ARE RELEVANT TO THEM.

MELISSA GONZALEZ, CHIEF POP-UP ARCHITECT, THE LIONESQUE GROUP

2020 MARKETING DEPARTMENT

SMALLER MARKETING DEPARTMENT

LT STRATEGY & VISION

PROJECT LEADERS

DATA EXPERT

COMMUNITY MGM

CREATIVITYCO-CREATION

EXPERT

TRENDEXPERT

TECHNOLOGYMOBILE EXPERT

COPYWRITING

2020 MARKETING DEPARTMENT

FLEXIBILITY MEANS HAVING SKILLS FOR THE ENTIRE TEAM. FLEXIBILITY MEANS BEING ABLE TO FIND NEW TALENT WHEN NEEDED. THIS IS ALMOST IMPOSSIBLE WITH A FIXED TEAM. ONLY THE REALLY FAMOUS BRANDS WILL BE ABLE TO RECRUIT TALENTS; OTHER COMPANIES WILL BE FORCED TO CALL UPON OUTSIDE PARTNERS.

FRICTION REDUCTION FOR THE PROCESS

OPTIMALIZATION

THE RETAILERS WHO CAN COMPETE ARE THOSE WHICH CAN CREATE VALUE BY REDUCING THE STRESS OF THE SHOPPING MISSION. STEVE MADER, VICE PRESIDENT – DIGITAL & RETAIL INSIGHTS AT KANTAR RETAIL

IS THERE A LIMIT TO PROCESS AUTOMATION?

www.bbc.com/news/technology-34066941

TRADITIONAL MEDIA IS STILL A THING

www.bbc.com/news/technology-34066941

Called Arriving Now, the publication features “pro tips, hotspots, and exclusive details about upcoming promotions.” It will likely be most useful to people who are only in New York City for Fashion Week and are trying to find new things to do during their stay.

INTELLIGENT BIG DATA IS WORTH THE INVESTMENT

TAKE-AWAY FOR TODAY

• Collecting and processing real-time analytics • Owning the buffer zone between brands and customers • Responsive customer - & conversion journeys • Intelligent Data Management, Smart Data Collection • Inbound marketing strategies • From omni-channel to right-channel

• B2B, B2C, C2B & O2O

TAKE-AWAY FOR TOMORROW

• Virtual Agents, Video Concierge Services • Interactive (POS) Displays,

Smart Display Streaming Networks • Language - & Voice technologies • Deep Learning & Artificial Intelligence

TAKE-AWAY FOR TOMORROW

• Virtual Agents, Video Concierge Services • Interactive (POS) Displays,

Smart Display Streaming Networks • Language - & Voice technologies • Deep Learning & Artificial Intelligence

Thank you.