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THEME TITLE PAGE: FOOL-PROOF DECISIONSHelp me make the best decisions

SUBTHEME TITLE PAGE: RELEVANT AND PERSONALConsumers need help cutting through the noise, to find what matters

VOCMichael likes that Asos.com has videos of items so he can tell what it really looks like and how it flows. It frequently affects his purchase decision, positively and negatively in a very helpful way+OVERLAY “Asos website - man wearing jacket video.mp4”

VOCAynsley likes Rent The Runway for parties and weddings. She and her husband like to view real women in outfits so that they can tell how the outfit will really look on her+OVERLAY “Rent the runway - real women photos.mov”

VOCShannon bought modular desk furniture from Restoration Hardware, but they did not have specific measurements so one piece was the wrong size. The website and the delivery men who set it up did not catch that mistake.

VOCShannon likes sites such as Peartree Greetings where you can see what you’re building before you buy it, and Pottery Barn’s virtual room, where she can “try furniture on” in photos of rooms in her house+OVERLAY pdf of Peartree greeting proof (pdf file)

FOOL-PROOF DECISIONS MOVIE

PRECURSORIkea’s Augmented Reality Room Designer app: It lets customers imagine how Ikea products would fit in their lives. Using augmented reality, the tool drops a visual of the item into the customer’s room, offering a fun and customized way to “try on” furniture and making it easy to narrow down to the items that will work in real life+OVERLAY, app video

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SUBTHEME TITLE PAGE: ENDLESS SEARCHINGThe fear of missing out leads to a seemingly endless and stressful search

VOCMichael watches blog to keep an eye on things. He realized that with clothes it’s fast, cheap and good and you can only have two of those. It hard to have it cheap and good ; in order to have it cheap and good, you have to put a lot of effort into it.

MARKET STAT42% of consumers chose finding a better price online as their reason for purchasing online after shopping in a store.RIS/Cognizant

VOC Becca uses “Shop it to me” app, which sends her notifications of items on sale in her size for the brands she likesPRECURSORShop it to me+OVERLAY photos, narrative needs to be written(I think there’s a way we can have Becca talk about Shop it to me and not show her face, by showing images of the website and app instead)

VOCAynsley feels overwhelmed by everything available online. She knows she spends too much time comparison shopping, e.g., spent too much time looking for best baby piano which she saves $8 on, but wasn’t worth the time and hassle she spent on it

FOOL-PROOF DECISIONS MOVIE

MARKET STATThirty-one percent of retailers are conflicted as to whether new technologies in-store will be tools or distractions. Yet consumer surveys have shown time and time again that technologies like mobile apps and QR codes linking to product information have driven people to make a purchase in store. RSR Research PRECURSOROpenLabel – Connected barcoding for in-store researchThe app-driven OpenLabel Project lets consumers find and share product information by scanning bar codes. Users can share reviews, recommendations, concerns, and other details you can’t see on the label, empowering them on the spot to make informed purchases that will be right for them +OVERLAY photos

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THEME TITLE PAGE: SERENDIPITOUS MOMENTS Help me find joy in unexpected places SUBTHEME TITLE PAGE: UNEXPECTED DISCOVERIESAdding fun, value, and meaning to people’s experiences and purchases

VOCMichael finding the perfect pair of high-end, designer pants at thrift store for $3. He never knows what he will find at thrift stores – (add photo of Michael wearing pants at a wedding). Most retail stores are not as interesting to him because he feels like he knows what to expect they’ll have – it’s predictable+OVERLAY photo of Michael wearing pants

VOC Gabrielle and her friend noticed a paper art display in a store on their way home to their apartment. One day it wasn’t there and they went in to ask about it. They were able to buy it from out of storage for $60. Gabrielle still brought a portion of it to her new apartment when she moved +OVERLAY photo of Gabrielle’s installation

VOC One of Gabrielle’s best shopping moments was when she orderedan Instagram costume through Etsy and had a good momentcorresponding with the vendor. The vendor was based in the UK andthought her costume idea was great and Gabrielle ended up with the18 best costume that night.+OVERLAY photo of Gabrielle in costume

SERENDIPITOUS MOMENTS MOVIE

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SUBTHEME TITLE PAGE: MEANINGFUL INSPIRATION Unique backstories and inspired searches give consumers a sense of reward that goes beyond the purchase

VOCBecca' and her boyfriend go to Christmas markets to find local goods and meeting vendors who are also the artisans. They like to buy things here because they know where it came from and it has a good story attached to it Becca’s boyfriend likes to buy street art, especially when the artist is creating that artwork in the moment. It has more meaning and is an interesting story for him to tell others+OVERLAY of Christmas market photos from google / booklet, photo of street art they bought from interview

PRECURSOROdette Toilette is making fragrance discovery a fun, social activity that stimulates the brain as well as the senses. Sensing an opportunity to teach about fragrances in a social and fun way, Odette Toilette’s founder organizes talks, workshops and evening sessions that explore the history, science and art of perfume. With events ranging from perfume and wine tasting, to classes on expressing scent through visual art, the evenings bring people together in ‘Olfactory Adventures’(Narrative needs to be edited to fit video content and length).+OVERLAY of photos

VOCEbony likes to purchase from Toms because she knows that those retailers give back to others in need. The ultimate experience feels more than simply buying something.+OVERLAY photo of Ebony’s Toms

SERENDIPITOUS MOMENTS MOVIE

VOCMichael visits menswear blogs on a daily basis, putthison.com, thisfits.me, brokeandbespoke.com, to find inspiration. He also looks on Ebay and other retail sites to generate ideas and inspiration – to find things that spark his interest, that he will then add to his “want list” and go on a journey to find the right version. Michael gives his “want list” to his parents to help them get him christmas gifts that he will like

VOCBecca surprised her sister with a gift from her pinterest “want” page.+OVERLAY photos of pinterest want pages OR video

MARKET STAT“Pinterest, and specifically the act of ‘pinning,’ is driving people into stores and influencing purchase decisions. 21% of Pinterest users have bought an item in a store after pinning, repinning, or liking the item on the site.”-National Retail Federation

MARKET STAT“75% of retailer's product pages have a Facebook share button, while only 22% of retailers’ product pages encourage sharing an item via Pinterest, even though Pinterest now drives more sales and more new customers than Facebook.”-Exact Target and Econsultancy

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THEME TITLE PAGE: AUTHENTIC LIFEHelp me cultivate my personal, authentic style

SUBTHEME TITLE PAGE: EXPERT CURATIONConsumers look to bloggers and sales force to understand their expectations and personal styles

VOCAynsley likes to go to baby boutique, Wee Babe, because she has discovered that the owner is very knowledgeable and she trusts her. The owner will tell her to not buy something if she doesn’t think it’s right for her baby+OVERLAY photos of yelp reviews of store+OVERLAY use quote from yelp that talks about Selena the owner

PRECURSOR Boston Proper is building long-term relationships by creating personalized service at every stage of the shopping experience. The store uses shared access to customer information to bridge the gap between sales staff and shoppers and help build long-term relationships. When accessed alongside in-store technologies like tablets or kiosks, these connected experiences allow shoppers and sales associates to have more informed interactions at every stage of a sale. +OVERLAY video and photos

AUTHENTIC LIFE

VOEWhitney talks about how people look to bloggers as aggregators within a specific predictable frame, they can look at what you post and determine your style, and decide if you’re someone they relate to. If so, they will look to you for answers+OVERLAY photos of whitney’s blog

VOCGabrielle likes going to gift lists and spent one afternoon going through very specific gift lists that she found on popsugar+OVERLAY video and photos of popsugar gift lists

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SUBTHEME TITLE PAGE: LIFESTYLE DEMONSTRATIONHaving a narrative helps people envision and assemble the life they aspire to

VOCMichael looks at menswear blogs for things like How To guides, as well as to find expert guidance on what would fit well within the polished, tailored style he aspires to. The blogs help him find more ways to express his authentic style coherently than he could do on his own+OVERLAY photos of blogs

PRECURSORJ.Crew’s Liquor Store is making partnerships to inspire new customers with a unified aesthetic. J.Crew’s Liquor store launch stocked the shelves with bottles and other liquor store inspired items and filling the room with vintage furniture and non-J.Crew brands such as Timex, Red Wing, Alden and Mackintosh. They made countless new collaborations and partnerships to create a unified aesthetic. J.Crew’s goal was to raise awareness of its men's line and pique the interest of potential customers through a boutique like atmosphere. +OVERLAY video

AUTHENTIC LIFE

PRECURSORSTORY, the retail concept that always changes, is organized around a certain narrative, an entertaining experience built through partnerships. Story has the point of view of a magazine, with the store concept changing every 4 to 8 weeks similar to a gallery. Marrying the charm of an independent shop with the luxury of a well-curated specialty store, STORY engages the customers with its fresh content, cross-platform theme reinforcement, and anticipation of what’s to come next. Its previous themes included 'Love me', 'Made in America', 'Make things', and 'Wellness'.+OVERLAY photos

VOCGabrielle talking about how Stylit helps her complete her whole lookPRECURSORStylit is an online personal stylist. Users complete a short questionnaire about their favorite brands, preferred looks, size, budget, and body areas to highlight vs conceal and the algo-fashion styling machine determines their Style DNA.+OVERLAY video

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THEME TITLE PAGE: SEAMLESS LIFEHelp me achieve ultimate convenience and personalization

SUBTHEME TITLE PAGE: SUPERCONVENIENCE AS THE NEW NORMALConsumers expect the most efficient and convenient options with a high degree of service.

VOEKasey says omnichannel isn’t a thing customers think about – companies need to fix it on their back end because customers just see one businessEXPERT: Uber – “is Uber an online or offline company” right, we don’t know because it doesn’t matter, all that matters is that it’s seamless and it works+OVERLAY uber videoMARKET STAT 92% of retailers are struggling with online/ offline integration.-RSR ResearchVOCEverytime Katie (Becca) tried to order online and pick up at stores, her purchases would never be there ready for her. She believes that in between her online purchase and store pickup time, that someone else bought her purchase.

MARKET STATSixty-five percent of U.S. shoppers will browse online and buy in-store during the holidays. -International Research Time spent with mobile apps (127 minutes per day) is starting to challenge television (168 minutes). Yet mobile budgets aren’t nearly as high as TV. -Tech Crunch

VOEKasey talking about the large influence that mobile has on shopping.

SEAMLESS LIFE

PRECURSOR Kate Spade Saturday is blurring the lines between online and offline commerce. The brand created four walk up shoppable interactive windows in formerly vacant retail stores with the newly launched, eBay assisted "digital storefronts" that allows customers to order items for delivery within the hour. They identified that the mobile customer at Kate spade shops fast, therefore she needs that product immediately through experience with online shopping. The experience bridges the gap between online and the physical store by delivering the product to the customer any point in their life. Not only do these installations add an element of surprise and variety for shoppers but they also allow brands to set up shop in opportune and often less conventional location. Stores like this need no inventory and apart from periodic technical support, they require no staffing.+OVERLAY video

PRECURSORPopcart enables users to simply copy the ingredients from any online recipe and immediately get them delivered through FreshDirect. The plugin is a small piece of code that can be added to the browser bookmark bar. When users are browsing a recipe that they’d like to make, they simply need to select the ingredients list and click on the Popcart bookmark. The code automatically works out all of the ingredients in the list and matches them with products available through online grocer FreshDirect. A pop-up shows users exactly what’s in the new cart and how much they’ll cost. Items can be deleted or swapped for a different brand before confirming the cart and being taken through to complete the purchase. The bookmarklet is free to use and works in all areas that FreshDirect delivers to. +OVERLAY photos

PRECURSORTesco Is bringing the supermarket to the time-poor commuterTesco’s South Korean branch, called Home Plus, created enormous, rich images of food items and plastered them across the walls of train platforms that were laid out in the same way as they would be in the shop. Every item has a corresponding QR barcode, and people waiting on the platform can check out the items on the huge billboard and scan the QR code of the relevant item using their mobile. This immediately adds it to their Home Plus shopping basket. Deliveries of the goods can be arranged to arrive within hours of the order.The idea was to make online shopping more visually appealing at a time when people are captive and bored: when they're waiting for a train. The strategy proved successful. Home Plus online sales went up by 130 percent in three months, and the number of registered users went up by 76 percent. The retailer is also closing the gap on its main competitor, E-Mart.+OVERLAY photos

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SUBTHEME TITLE PAGE: PREDICTIVE, PERSONALIZED ANALYTICSLeveraging data to learn patterns and create customized experiences and offerings

VOCIt’s difficult for Shannon to know what baby items are best for her. Advice she gets from mother and mommy groups are not right for her lifestyle preferences and needs. The checklist from Bye Bye Baby is too exhaustive. She would like the ability to customize based on her profile of living in the suburbs and a mother who travels, and other more granular identifying criteria+OVERLAY photo of checklist

MARKET STAT54% of consumers would consider ending their relationship with a retailer if they are not given tailormade, relevant content and offers.-CMO Council

VOCAynsley got baby food samples when her baby was 4 months old because the store could tell how old her baby was by the type of diapers she ordered

PRECURSORState Farm’s Chicago’s Next collects consumer insights in an enjoyable space. Though it charges for coffee and tea, it offers Wi-Fi, whiteboards, conference rooms, financial counseling, wellness workshops and, yes, even yoga classes all free. The catch is that it's not really a coffee shop. Next Door is a customer-research and marketing operation run by State Farm Insurance Cos.State Farm employs nine full-time employees in 3,500 square feet of flexible workspace that's attractive, clean, well-run and open daily from 7 a.m. to 10 p.m. Next Door's value is the one-on-one connections made with potential clients and insights the insurer unearths from coaching sessions and workshops, such as I Suck at Budgeting and Just the Facts Investing. +OVERLAY photos

SEAMLESS LIFE

VOCAynsley likes that Rue La La will tell her when a brand will run in a different size for her since they have data on what size she wears in multiple brands and styles

PRECURSORIsrael’s LikeAGlove uses wearable technology to accurately calculate body shape, automatically showing users which size to buy online+OVERLAY video

MARKET STATRetailers say data is at the bottom of their list of initiatives planned to improve website performance. Email is at the top of the list of prioritiesfollowed by on-site search and merchandising, respectively.-E-tailing

PRECURSOR Trunk Club was started to solve a simple problem—shopping for clothes in stores or online just doesn’t work for most guys. It’s overwhelming and inconvenient. With Trunk Club, guys discover clothes that are perfect for them without ever having to go shopping. They combine top brands, expert service, and unparalleled convenience to deliver a highly personalized experience that helps guys look their best. Users can sign up to meet their stylist and after completing the style survey, Trunk Club connects them with a real person who will find the best clothes for their size, style, and preferences.+OVERLAY of photos / video

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THEME TITLE PAGE: MEMORABLE EXPERIENCESMake shopping an experience I look forward to

SUBTHEME TITLE PAGE: EXTENDING THE EXPERIENCEWhat happens after a purchase also leaves a lasting impression with consumers

VOCMichel likes the immediacy of shopping at stores. He has yet to find a store that offers free tailoring in store, however

PRECURSORAmerican Girl Place is a destination store that engage girls and their parents with imaginative events and outings, and extends the experience beyond purchase with follow-up services and media. Each character is surrounded with a suite of activities that turns her from just a doll to a full character experience. Each of the original dolls came with 6 stories that placed her in her historical context designed to help girls engage in imaginative play. Trips to American Girl Place offer a set of integrated services that can help users discover new ways to experience and enjoy their dolls. If a doll needs a repair, they go to the doll hospital – literally – and are returned with a hospital gown and a get-well balloon. To enhance the popular customer experiences, AG partnered with hotels like Omni and Wyndham to offer an American Girl Package, complete with a bed for the traveling doll, an outfit or robe, and turn-down service for the doll bed. For certain dolls, partnerships will be built into the story. Saige doll was a musician, so they partnered with Americans for the Arts, a non-profit dedicated to music education. Each of the Girls of the Year are accompanied by a partnership with a non-profit (e.g., Kanani was a Hawaiian Girl of the Year in 2011, and every purchase of her seal toy led to a donation to the National Wildlife Foundation). +OVERLAY photos

MEMORABLE EXPERIENCES

VOCBecca’s bad customer service and shipping experience with online order from Nine West that got lost in the mail

VOCShannon hates returning via mail. She will try to buy online from stores that she can make returns in person. She does not trust shipping companies. She had to steal her own breast milk from a stranger’s porch in the rain that she sent to herself because UPS delivered it to the wrong address and wouldn’t get it to her in time

PRECURSORDove Chocolate Discoveries makes the Mars chocolate range an accessible and profitable way for women to host themed parties. Dove Chocolate Discoveries is a direct sales program based around chocolate parties from the Mars company. Individuals can purchase chocolate in bulk in order to host their own events, showcasing Dove chocolates in a variety of forms – desserts, smoothies, cocktails, etc. The business model creates an engaging opportunity for women to host parties at the same time as earning income, and associates the brand with the experience of cooking, good smells and the home.+OVERLAY photos

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SUBTHEME TITLE PAGE: REBUILDING SOCIAL RITUALSAs the shopping landscape is changing, new ways to build social bonds are needed

VOCEbony spends most of her Saturdays shopping with her grandmother, mother, and sisters. It is their bonding time and a tradition.

VOCBecca grew up looking forward to the annual trip to NYC and Christmas shopping at Bloomingdales. Her younger sister does not have this experience as she grew up online shopping and is used to the immediacy of simply asking her mother for a credit card+OVERLAY Bloomingdale photos

VOCInstead of shopping in-person with friends, Becca will instead send links to her friends and boyfriend to get their opinions before making a purchase, social shopping carts

PRECURSORNetrobe is able to make recommendations for clothing and accessories by understanding what users are currently wearing, and allowing Pinterest-style social interaction.Netrobe is a ‘virtual closet’ app, which allows users to take photos of their clothes, keep track of their outfits and will even recommend which pieces will go together to make fresh looks. It is connected to e-commerce sites to enable users to expand their wardrobes. The Netrobe app’s social features include following your well-dressed friends, sharing your outfits and items and integrating your Netrobe ‘styleboards’ within blog platforms so people can discuss and share them elsewhere online.+OVERLAY photos

MEMORABLE EXPERIENCES

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MARKET STATS

Ninety-five percent of tablet shoppers and 72 percent of smartphone shoppers who make a purchase with their device do it at home. (Nielsen)Shoppers make less than 3 percent of their annual purchases on mobile devices. (RIS/Cognizant)Four percent of Americans have made a mobile purchase while at a social gathering. (Google)En route to the store, 70 percent of smartphone shoppers use a store locator to plan their shopping trip. (Nielsen)Forty-two percent of consumers chose finding a better price online as their reason for purchasing online after shopping in a store. (RIS/Cognizant)Forty-six percent of shoppers say they are less likely to comparison shop when using a mobile app. (comScore)Half of shoppers say tracking services for online purchases are essential. (comScore)Nineteen percent of consumers leave a store and look for lower prices online. (RIS/Cognizant)Coupon apps are used by about 25 million Americans each month. (NPD)Two out of five women have searched for a product because of an online coupon. (NRF)Twenty percent of mobile shoppers use their tablets to comment on social media sites about their purchase. (Nielsen)It is predicted that the number of U.S. adult smartphone users who also use mobile coupons will jump from 31 million at the end of 2012 to 40.8 million at the end of 2013. (eMarketer)Fifty-nine percent of tablet owners use their tablets for product research and are more likely to purchase physical items (38 percent) than smartphone shoppers (24 percent). (Nielsen)Fifteen percent of online retail sales will be made on a mobile device this year. (eMarketer)Mobile coupons are redeemed 10 times as often as traditional coupons. (eMarketer)

Time spent with mobile apps (127 minutes per day) is starting to challenge television (168 minutes). Yet mobile budgets aren’t nearly as high as TV. (Tech Crunch)Fifty-four percent of consumers would consider ending their relationship with a retailer if they are not given tailor-made, relevant content and offers. (CMO Council)Fifty-seven percent of consumers will not recommend a business with a poorly designed mobile site. (Mobile Marketer)Fifty-three percent of consumers have stopped an in-store purchase as a result of using their mobile phone. Thirty-eight percent have done so because they found a better price in another store, and 30 percent have because they found a better price online. (Mobile Commerce Daily)Retailers’ average response time to a post by consumers in social media is seven hours, more than enough time for the person to go ahead and purchase from the competition. (Exact Target)Fewer than half of retailers collect social network data from third-party domains and only 8 percent thought it made an important contribution to generating insights. (ATKearney)The top 100 retailers on Facebook by fan count have an average of 1.2 million likes. They’re seeing an average of only 2 percent engagement rate. (Compendium)Seventy-five percent of retail product pages have a Facebook share button, while only 22 percent of retailers’ product pages encourage sharing an item via Pinterest, even though Pinterest now drives more sales and more new customers than Facebook. (Exact Target and Econsultancy)Sixty-five percent of retailers’ shopping cart abandonment rates are over 50 percent. (E-tailing)Only about 33 percent of retailers see more than 10 percent of online revenue via mobile devices. (E-tailing)Retailers say data is at the bottom of their list of initiatives planned to improve website performance. Email is at the top of the list of priorities followed by on-site search and merchandising, respectively. (E-tailing)Ninety-two percent of retailers are struggling with online/offline integration. (RSR Research)Thirty-one percent of retailers are conflicted as to whether new technologies in-store will be tools or distractions. Yet consumer surveys have shown time and time again that technologies like mobile apps and QR codes linking to product information have driven people to make a purchase in store. (RSR Research)

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1. Consumers are 10 times as likely to learn about a sale from the Web site than from a retailer’s social accounts.2. Seventy-five percent of retailers have a social media presence. 3. Sixty-five percent of U.S. shoppers will browse online and buy in-store during the holidays.4. While retailers are taking their time rolling out m-POS systems, consumers seem to be willing to make the switch, with 51 percent of Americans believing that traditional cash registers are outdated.5. Sixty-five percent of retailers would like to be a pickup destination for orders placed on brand Web sites, and 59 percent say they would purchase more from brands that provide in-store pickup orders.6. Online holiday sales will rise between 13 and 15 percent over last year to as much as $82 billion. 7. When asked who in their companies were responsible for the customer experience, 22 percent of retail executives named the CMO--a percentage that increased nearly 50 percent during the past year. Six percent of retailers have designated chief customer experience officers.8. Pinterest, and specifically the act of "pinning," is driving people into stores and influencing purchase decisions. Twenty-one percent of Pinterest users have bought an item in a store after pinning, repinning, or liking the item on the site. 9. By 2017, top retailers expect 76.5 percent of sales to come through stores, 14.6 percent via e-commerce, and 6.5 percent through mobile.10. On average, retailers this year are spending 40 percent of their marketing budgets on paid search and 15 percent on e-mail, making those investments their top two marketing priorities. 11. E-mail fuels deal discovery nine times more effectively than social media.12. Online spending may be increasing, but the venerable catalog is doing anything but fading away: More than 12.5 billion catalogs were mailed to homes in the U.S. last year.

13. Retailers will spend $4.2 billion on local Internet advertising in 2013. Total local retail spending will hit $26.8 billion. By 2016, online will be the No. 3 medium in local retail advertising, behind papers and direct mail.14. The U.S. retail industry’s advertising spending on paid digital media will hit $9.42 billion in 2013 and rise to $13.5 billion by 2017. 15. Retailers are connecting with digitally savvy consumers through a variety of touch points, including the Web (76 percent), email (73 percent), the store (50 percent), and mobile (43 percent).

MARKET STATS