Post on 18-Jul-2015
Shopping2020 & digital future of retailHRO Emerging Media kick-off, February 17, 2015 Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
@iskandr
©"Shopping"2020" 2"
Introducing&info.nl&Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."
16 retail organisations 460 experts 19 research topics
©"Shopping"2020" 3"
Members&of&the&expert&group&
What are the relevant touchpoints connecting the retailer and the consumer in 2020?
Will there be shopping streets?
GFK research Shopping 2020, 2013http://www.nrc.nl/carriere/files/2015/01/ANP-30771914-2048x856.jpg
Collecting shopping impulses on the fly
Refine and filter your collected ideas at ease
Update your 3D fitting profile
Plan to visit the experience store
Have your personal fitting room
Confirm the buy
Shopping bags as profile carriers
Touchpoint… is the moment of contact between consumer and retailer.
©"Shopping"2020" 15"
Touchpoints&
©"Shopping"2020" 17"
7&YEARS&AGO?&Predicting the future is hard
© 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
174% growth shopping apps
Flurry Analytics 2015
H&M scan and buy
Shopping app
Wearables are taking off…
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
The Internet of Everything
Sensoring all of our life
Low entry VR; Samsung, Google Cardboard
New reality
The You-Web
Traditional app model
Current notifications
Notifications as separate layer
Context of user (profiles)
Actions of user (sensors)
Notification layer binds the devices into a context relevant service ecosystem
Apple Pay integrated on Apple Watch
Instant hub
six trends
1. hyper personalisation
Editd runs ‘the world’s biggest apparel data warehouse’
Data service provider
2. real experiences
Local driven market hall
Real experiences balancing a data-driven world
Even Heineken is local in Amsterdam…
Local is the new black
Fab.
Social curation
With Social Shop you buy via your friends
Social curation
trend 2
Pop-up experiences
3. hybrid shopping
Hybrid shopping as default
h"p://www.youtube.com/watch?v=3CSXOWKSG98
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
4. non-lineair journeys
Hands-free shopping
©"Shopping"2020" 38"
Asynchronous&customer&journeys&Forrester"
Asynchronous customer journey
Net a Porter connects the TV runway to the webshop
Watch & shop
5. retail in the cloud
trend 5
Retail will be in the cloud
http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg
Regentstreet in London, Bijenkorf Rotterdam
Beaconstreets
6. store everywhere
trend 6
The store is everywhere
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
Fancy Glass app combines curated shop with color exploring
Connected ecosystems
Amazon Fire phone introduces scanning and buying
Everything Store
1. hyper personalisation
2. real experiences
3. hybrid shopping
4. non-lineair journeys
5. retail in the cloud
6. store everywhere
Possible futures
Scenario’s
©"Shopping"2020" 48"
Four&scenarios&The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"
Become a platform
Focus on dataThink beyond your own storeMake open relations
Build a community
Value customer relationsBe an expertUse platforms for transactions
retail as media
The digital future of retail: platforms and communities.
The store is everyewhere, Retail as media.
Iskander Smit, @iskandr
Social commerce (the role of the promoter)Ubiquitous touchpoints (the shop everywhere)
Hyper personalization (wearables, 3D printing)
Hybrid shopping (omnichannel, retail in the cloud)
Thanks!HRO Emerging Media kick-off, February 17, 2015 Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html