Post on 27-Jan-2015
description
“I need a product”
"I wonder what's out there?" "Where should I go to find out?"
"I wonder which product is right for me?"
"That's what I'm going to get." "Where will I buy it?"
“Am I paying the right price for this product?”
Do I like it?”
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Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
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“I need a product”
"I wonder what's out there?" "Where should I go to find out?"
"I wonder which product is right for me?"
"That's what I'm going to get." "Where will I buy it?"
“Am I paying the right price for this product?”
Do I like it?”
Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
Access barrier
Evaluation barrier
Selection barrier
Purchase barrier
Access Experience/
Evaluate
Access Experience/
Evaluate
Access Experience/
Evaluate
Omni-channel shopping
Purchase
ROPO
Showrooming
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Online, Offline, Social and Mobile
Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
Access barrier
Evaluation barrier
Selection barrier
Access Experience/
Evaluate
Access Experience/
Evaluate
Access Experience/
Evaluate Purchase
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Purchase barrier
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ROOMS BY SAMSUNGTechnology and style curated for how you live
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SAMSUNG SPOKESAccelerating discovery through commerce-enabled media
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SAMSUNG SHOPPING COACHWe help you over the hurdles to purchase anytime, anywhere.
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Source: eMarketer, 2012 / Point of Sale News, May 2011 / eMarketer, 2012 / Mediapost, 2011
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ShopperImpact
BusinessImpact IMPACT
Economical(Opp. of Cost) Scalability
Simplicity(Opp. Of Complexity)
Speed To Market FEASIBILITY
Save Product Info To Mobile 5 4 4 5 5 5 5 5Location-based Alerts 2 5 3 5 2 4 5 4Sales-bot End Cap 3 3 3 3 5 4 3 4Optimized Samsung Store On Amazon 4 4 4 5 4 5 5 5Smart TV Demo Station 4 4 4 3 5 3 3 4Accessory NFC Shelf Liner 4 4 4 4 3 2 3 3Tweet-to-compare 4 4 4 5 5 3 5 4Smart Remarketing 3 5 4 3 2 3 3 3Samsung Connected Cart 5 5 5 3 2 3 3 3Smart Mobile Coupons 5 5 5 2 3 3 2 3Text-to-buy 5 5 5 2 2 2 2 2
Lifestyle Curation / Rooms by Samsung 4 4 4 3 2 4 3 3Native E-Commerce / Samsung Spokes 5 5 5 4 2 2 2 2Retail on Demand / Samsung Shopping Coach 4 4 4 4 2 2 2 2
Scale: 1 = Low (Poor), 5 = High (Good)Prioritization = Simplicity, Scalability, Speed to Market, EconomicalEconomical (15%) = Upfront one time (fees + hard costs), Ongoing operationalScalability (30%) = # of (major) markets (where applicable) as % of revenueSimplicity (40%) = Technical, Organizational, CommercialSpeed to Market (15%)
Business Impact (50%): Impact concept has on salesUser Impact (50%): Impact concept has on solving shopper barriers
IMPACT FEASIBILITY ConsiderationsSave Product Info To Mobile 4 5 Digital Wallet (Mobile App), Product Finder ServiceLocation-based Alerts 3 4 Digital Wallet (Mobile App), Retailer Finder Service, GPSSales-bot End Cap 3 4 On/Offline Interactive Experience, Product Finder Service, Gesture/Voice RecognitionOptimized Samsung Store On Amazon 4 5 3rd Party Service (Amazon - Brazil, Canada, China, France, Germany, India, Italy, Japan, Spain, United Kingdom)Smart TV Demo Station 4 4 On/Offline Standalone Interactive Experience, TV with Connected ComputerAccessory NFC Shelf Liner 4 3 Mobile Web/Mobile App, NFC, Product Finder ServiceTweet-to-compare 4 4 Twitter-bot, Product Comparator Service (w/ deep links), Shopper Inquiry ServiceSmart Remarketing 4 3 Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration, Digital Wallet (Mobile App), Retailer Finder ServiceSamsung Connected Cart 5 3 Shopping Cart Service (E-Commerce), 3rd Party API IntegrationSmart Mobile Coupons 5 3 Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API IntegrationText-to-buy 5 2 SMS, (3rd Party) E-Commerce
Lifestyle Curation / Rooms by Samsung 4 3 Co-branded microsites, third party retail, social networks; Web, Mobile Web, Interactive Kiosks; (Product Finder Service, Retail Finder Service, Shopping Cart Service (E-Commerce))Native E-Commerce / Samsung Spokes 5 2 Content Service for Third Parties; Shopping Cart Service (E-Commerce) for Third PartiesRetail on Demand / Samsung Shopping Coach 4 2 Web, Mobile Web, Mobile App; Product Finder Service, Recommendation Engine Service; Shopping Cart Service (E-Commerce), Online Chat Service
Scale: 1 = Low (Poor), 5 = High (Good)Prioritization = Simplicity, Scalability, Speed to Market, EconomicalEconomical (15%) = Upfront one time (fees + hard costs), Ongoing operationalScalability (30%) = # of (major) markets (where applicable) as % of revenueSimplicity (40%) = Technical, Organizational, CommercialSpeed to Market (15%)
Business Impact (50%): Impact concept has on salesUser Impact (50%): Impact concept has on solving shopper barriers
Questions to Markets for Local Activation
• Are there any potential clients to pitch these ideas to? Existing clients or new business?
• Are there any existing conflicts? Existing vendor commitments?
• Have you pitched similar ideas before? Will there be any perceptual issues of this type of offering to overcome?
• Do you need support to pitch these ideas? Any ideas as to timeframes to get these in front of clients (ie. How immediate/likely is the opportunity)?
• Do you need support to develop the ideas with these clients versus in house capabilities? Strategy, Planning, Executing with TBG (delivery management)?
Thank you
감사합니다
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Access Visit Navigate Locate
Experience/ Understand Evaluate Meaning
Economical
(Opp. of Cost) Cost)
Scalability Simplicity (Opp. Of
Complexity)
Speed To Market FEASIBILITY Enabling Technologies
Save Product Info To Mobile 5 5 5 5 5 Digital Wallet (Mobile App), Product Finder Service
Location-based Alerts 5 2 4 5 4 Digital Wallet (Mobile App), Retailer Finder Service, GPS
Sales-bot End Cap 3 5 4 3 4 On/Offline Interactive Experience, Product Finder Service, Gesture/Voice Recognition Recognition
Optimized Samsung Store On Amazon 5 4 5 5 5 3rd Party Service (Amazon)
Smart TV Demo Station 3 5 3 3 4 On/Offline Standalone Interactive Experience, TV with Connected Computer
Accessory NFC Shelf Liner 4 3 2 3 3 Mobile Web/Mobile App, NFC, Product Finder Service
Tweet-to-compare 5 5 3 5 4 Twitter-bot, Product Comparator Service (w/ deep links), Shopper Inquiry Service
Smart Remarketing 3 2 3 3 3 Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration, Digital Wallet (Mobile App), Retailer Finder Service
Samsung Connected Cart 3 2 3 3 3 Shopping Cart Service (E-Commerce), 3rd Party API Integration
Smart Mobile Coupons 2 3 3 2 3 Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration
Text-to-buy 2 2 2 2 2 SMS, (3rd Party) E-Commerce
Scale: 1 = Low, 5 = High Prioritization = Simplicity, Scalability, Speed to Market, Economical Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational Scalability (30%) = # of (major) markets (where applicable) as % of revenue Simplicity (40%) = Technical, Organizational, Commercial Speed to Market (15%) 51
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Tech
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Change Management
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Business
Technology
Accelerate
Business Transformation
Samsung.com nPlatform Roadmap
Continuous Innovation
Technology Assessment
Product Lifecycle Management nPlatform Development Plan & Execution
Property Roll Outs nPlatform Roll Out Plan
Enterprise Alignment Technology Selection Strategy
User Experience Strategy, Content Strategy (Owned, Sourced, Acquired), Search Strategy Customer Experience Plan
Reporting & Optimization Metrics & Measurement Plan
Content Development & Optimization
Continuous Business Innovation Business Requirement Definitions
Innovation Work stream
Structure, Governance, Processes, Systems, Tools, Work Flows
Property Decommissioning oPlatform Development Transition
Gain Efficiencies in New Model Two Operating Models KTBR Operating Model
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Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
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Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
"I wonder what's out there?" "Where should I go to find out?"
Visit: visiting a shop/website/resource to gather information [Awareness/familiarity], [Trust], [Convenience], [Expectation of experience – environment, pressure, quality of information], [Merchandising – product assortment/availability] Navigate: getting to the section/category where the product and/or information is located [Layout/IA], [Product presentation], [Guidance tools – sales people, navigation, signage], [Distractions – alternative products, ambush] Locate: choosing a product(s) to learn more about/experience/test [Assortment size – too many choices/products], [Search/Filtering tools - search engine, UX, categorization, filters, buying guides], [Information quantity & quality], [Quantity of individual product information], [Product differentiation, or lack thereof], [Guidance tools – sales people, navigation, signage], [Distractions – alternative products, ambush]
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Who: E-Mart / Balloon store Barrier: Physical distance inhibited shoppers from visiting store often, psychological distance inhibited shoppers from switching stores Solution: WiFi-enabled, virtual Pop-up store at high traffic locations around Seoul KSF: Instant gratification Enabling technology: - 3G/4G WiFi - Mobile web - E-commerce
Retail solutions that help shoppers access (visit, navigate, locate) information, stores and products
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Retail solutions that help shoppers retain information/product they were researching at a previous touchpoint
Who: Amazon.com / Wishlist Barrier: While many start at Amazon, the majority of shoppers would leave to continue their shopping experience (omni-channel shopping) Solution: Virtual memory locker accessible through web, mobile and browser (BHO) shareable with social network KSF: Everywhere accessibility, Personalization Enabling technology: - Web / Mobile web - E-commerce (wish list) + Web service API - Promotions engine - Browser helper objects (BHOs)
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Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
"I wonder which product is right for me?"
Understand (dimensionalize): understanding available choices and the criteria utilized in selecting choices [Knowledge of available alternatives (Brands and SKU)], [Concerns about information quality – trust, accuracy], [Understanding the attributes of a product ('Techno-babble‘)], [Lack of education tools, knowledgeable sales associates ], [Relevant attributes to base choice on (objective/subjective) – decision tools, intelligent agents] Meaning: translating understanding into personally relevant knowledge [Individual meaning – based on life contexts (situations/roles/stages)], [Social meaning – symbolic signaling to relevant others]
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Who: Burberry / Regent Street Flagship store Barrier: The experience at Burberry was limited to passive product displays and the availability of competent sales people Solution: Rich and immersive brand experience store that seamlessly connects display, mobile and location based experiences KSF: Instant gratification, Personalization Enabling technology: - WiFi / RFiD - Connected Interactive display - Mobile App - Personalization
Retail solutions that help shoppers get access to deeper, richer content and product experiences
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Who: Nike / Fuel station Barrier: Difficult to communicate the benefits of Nike fuel band through traditional means Solution: Immersive experience store that allows shoppers to see, try and visualize the complete Nike Fuel solution from start to end KSF: Personalization, Instant gratification Enabling technology: - Web / Mobile + Web / Mobile app - Web services - Connected interactive displays - Bespoke hardware / display + sensors (Nike Fuel Band)
Retail solutions that help shoppers have immersive, and often personalized experiences with products and/or information
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Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
"That's what I'm going to get." "Where will I buy it?"
Overcoming decision anxiety: Cost vs. Benefit analysis based on knowledge gained throughout the process [Final cost analysis - price, rebates/promos/deals, tax, delivery cost), [Final benefit analysis], [Final risk assessment (warranty, return policy, price protection policy)], [Social affirmation]
Channel/Retail selection: Figuring out where to buy the selected product [Product availability], [Delivery logistics], [Payment mechanism], [Expectations of experience], [Trust], [Convenience]
Transaction: Final act of purchasing the selected product
“Am I paying the right price for this product?”
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Who: Laura Geller / Beauty bar Barrier: Whereas the offline cosmetics shopping experience is inherently social and interactive, the web experience was individual and unidirectional Solution: Web based social shopping with deep integration to Facebook and Twitter KSF: Personalization, Instant gratification Enabling technology: - Web / mobile web - Social network integration - Loyalty / points engine - Promotions engine
Retail solutions that help the shopper reach a better product selection
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Who: Hointer / In-store experience Barrier: Shoppers at clothing stores face two barriers that inhibit purchase – size availability and the fitting room, two things that traditionally have relied on the availability of a salesperson Solution: The fully-integrated ‘phygital’ store KSF: Instant gratification Enabling technology: - Mobile app - QR code - Inventory lookup web service - In-store resource (fitting room) booking web service
Retail solutions that help remove final barriers that inhibit the purchase of a product
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+ (removal of annoying salespeople)
E-Mart / Balloon store Wal-Mart / Virtual toy store HomePlus / Billboard store Macy's / Indoor GPS Fastmall.com / Indoor nav. guide Amazon.com / Wishlist Google / Google keep Google / Google wallet
Burberry / Flagship store Adidas / Interactive store window Audi / Audi city Kate Spade / Interactive signage HYC / Conductive ink packaging SellPoint / Content network WebCollage / Virtual store-in-store Nike / Fuel station Crate & Barrel / 3D room designer TXT4VID / SMS short code IKEA / Personification Staples / Personification IBM / AR comparison shopping IKEA / AR catalog Shopperception / Gesture based analytics Perch / Interactive projection display
Laura Geller / Beauty bar Tiffany / Engagement ring app Chevy / Product comparison tool Mini / Car builder Etsy / Social curation Amazon / Recommendation engine
Hointer / In-store experience Nordstrom / Buy online, pick up offline Amazon / Shopping cart Zappos / Return policy Chirpify / Tweet to purchase MasterPass / Seamless checkout Swarm / In-store offers
Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
Access barrier
Evaluation barrier
Selection barrier
Purchase barrier
Enabling technology Content management & delivery (applications, tools, analytics, systems, hardware) / Point-to-Point / Display / Connectivity / Transaction
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Who: E-Mart / Balloon store Barrier: Physical distance inhibited shoppers from visiting store often, psychological distance inhibited shoppers from switching stores Solution: WiFi-enabled, virtual Pop-up store at high traffic locations around Seoul Enabling technology: - 3G/4G WiFi - Mobile web - E-commerce
Retail solutions that help shoppers access (visit, navigate, locate) information, stores and products
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Wal-Mart / Virtual toy store (QR code)
HomePlus / Billboard store (QR code)
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Macy's / indoor GPS (location based navigation guide)
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Fastmall.com / indoor navigation guide (location based navigation guide)
Retail solutions that help shoppers retain information/product they were researching at a previous touchpoint
Who: Amazon.com / Wishlist Barrier: While many start at Amazon, the majority of shoppers would leave to continue their shopping experience (omni-channel shopping) Solution: Virtual memory locker accessible through web, mobile and browser (BHO) shareable with social network Enabling technology: - Web / Mobile web - E-commerce (wish list) + Web service API - Promotions engine - Browser helper objects (BHOs)
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Google / Google keep (multi platform synch virtual memory)
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Google / Google wallet (mobile product ID + comparison)
Who: Burberry / Regent Street Flagship store Barrier: The experience at Burberry was limited to passive product displays and the availability of competent sales people Solution: Rich and immersive brand experience store that seamlessly connects display, mobile and location based experiences Enabling technology: - WiFi / RFiD - Connected Interactive display - Mobile App - Personalization
Retail solutions that help shoppers get access to deeper, richer content and product experiences
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Adidas / Interactive store window (gesture control – virtual locker) Audi / Audi City
(interactive showroom / USB takeaway)
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Kate Spade / Retail display (digital signage - multimedia content) HTC / Product packaging
(conductive ink packaging)
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SellPoint / Distributed content network (Content syndication)
WebCollage / Virtual store-in-store (Content syndication)
Who: Nike / Fuel station Barrier: Difficult to communicate the benefits of Nike fuel band through traditional means Solution: Immersive experience store that allows shoppers to see, try and visualize the complete Nike Fuel solution from start to end Enabling technology: - Web / Mobile + Web / Mobile app - Web services - Connected interactive displays - Bespoke hardware / display + sensors (Nike Fuel Band)
Retail solutions that help shoppers have immersive, and often personalized experiences with products and/or information
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Crate & Barrel / 3D room designer (web content)
TXT4VID / TXT4VID (SMS shortcode – multimedia content)
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IKEA / IKEA store + IKEA.com (personification in physical/virtual space)
Staples/Regus / Store-in-store (personification in physical space)
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IBM / Mobile shopping tool (augmented reality) IKEA / Catalog
(augmented reality)
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Shopperception / Shopperception (gesture control + measurement)
Perch / Product display (gesture projection)
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Who: Laura Geller / Beauty bar Barrier: Whereas the offline cosmetics shopping experience is inherently social and interactive, the web experience was individual and unidirectional Solution: Web based social shopping with deep integration to Facebook and Twitter Enabling technology: - Web / mobile web - Social network integration - Loyalty / points engine - Promotions engine
Retail solutions that help the shopper reach a better product selection
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Tiffany / Engagement ring app (Mobile App, Schedule appointment in store)
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Chevy / Chevy.com (cross-brand comparison)
Mini / Mini.com (car builder / personalization)
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Etsy / Etsy.com (social curation)
Amazon / Amazon.com (recommendation engine)
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Who: Hointer / In-store experience Barrier: Shoppers at clothing stores face two barriers that inhibit purchase – size availability and the fitting room, two things that traditionally have relied on the availability of a salesperson Solution: The fully-integrated ‘phygital’ store Enabling technology: - Mobile app - QR code - Inventory lookup web service - In-store resource (fitting room) booking web service
Retail solutions that help remove final barriers that inhibit the purchase of a product
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Amazon / Amazon.com (shopping cart – save for later – wish list)
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Nordstrom / Buy online-Pick up in store policy
Zappos / return policy
Chirpify / Tweet-to-buy (instant purchase via social media)
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Swarm / In-store WiFi offers (location based mobile app)
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MasterPass / Seamless checkout (in-store virtual payment)
Access Experience/
Evaluate Select Prompt Purchase Consume/
Evaluate/Share
Access barrier
Evaluation barrier
Selection barrier
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Purchase barrier
VOC: Local product/marketing managers
How do you maintain customer interest from online to store
(and store online)?
Once consumers are in the store (online or offline), how do you:
• get customers to notice and engage with your content? • help consumers contextualize products? • translate core benefits and features, not just price? • get consumers to buy in store?
If (after) consumers leave the retail environment,
how do you help them remember the product (information) they looked at?