SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience
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Transcript of SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience
Kiosks, Mobile and the Evolving Retail Experience
FK Funderburke and Hilding Anderson
© Copyright 2010 Sapient Corporation | Confidential 2
Speakers
FK Funderburke
Hilding Anderson
© Copyright 2010 Sapient Corporation | Confidential 3
The Changing Retail Experience
© Copyright 2010 Sapient Corporation | Confidential 4
The Situation: retailers are under pressure – just barely back to 2007 holiday season levels
© Copyright 2010 Sapient Corporation | Confidential 5
And e-commerce takes up a growing percentage of overall retail sales
© Copyright 2010 Sapient Corporation | Confidential 6
Tale of two companies
© Copyright 2010 Sapient Corporation | Confidential 7
Consumer’s shopping process is no longer linear
A proliferation of engaging digital touch-points
Non-linear, cross-channel
Web-first for many consumer buying decisions
© Copyright 2010 Sapient Corporation | Confidential 8
New technologies: touch screens, interactive displays, digital signage, mobile are changing the way consumers shop
We’ve rediscovered the power of Touch (in a good way!)
Interactive displays
Digital Signage
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Microsoft’s 2-D “TAG” barcode
Mobile Wallet
RFID technology
QR coded advertising
QR code redemption
We are witnessing the integration of these new technologies into the evolving retail experience
Mobile Couponing
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The way we do simple, everyday tasks has changed
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The way we shop in a store has changed too…
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The Future of Retail
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Our vision of the future of retail
1. Mobile is ubiquitous…and an enabler
2. In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets
3. Interactive kiosks will become more important and common, with increased functionality and deeper integration into the retail experience
4. Digital Signage in-store will grow…and integrate into kiosks
5. Loyalty will become a central component…and tie into social media
6. The continued importance of .Com channels
7. RFID & Checkout: New Ways To Buy…
8. Social shopping: geo + mobile + physical
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Mobile is ubiquitous…and an enabler
Actions / Benefits: Native Apps Check In Get A Deal Access Wish List Mobile Payments / Mobile Wallet View Rewards & Loyalty Scan Share Order
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In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets
Actions / Benefits: Scan items Check Inventory Digital Sales Assistant Order & Pay for out of stock items Customer Reviews & Social Media Links Compare & Contrast Items Idle Screen = Digital Signage
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Digital Signage in-store will grow…and integrate into kiosks
Actions / Benefits: Communicate Products & Offers Day-parting Social Media feeds News Video Instructional
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Interactive Kiosks
Actions / Benefits: Scan Items and get suggestions – outfits, goes with Occasion based suggestions – Work, Weekend,
Whatever Configure Outfit – Save to Closet Take a Photo and Share Retail App – not in store, no problem News Feed – Surface Twitter Share outfits and experiences in store through
Social Media Idle Screen = Digital Signage Content – New Items, Specials, Twitter Feed
© Copyright 2010 Sapient Corporation | Confidential 18
Loyalty will become a central component…and tie into social media
© Copyright 2010 Sapient Corporation | Confidential 19
The continued importance of .Com channels
Actions / Benefits: Start shopping experience Immersive Heads up display of account Wish List Share with Friends
© Copyright 2010 Sapient Corporation | Confidential 20
RFID & Checkout: New Ways To Buy…
Actions / Benefits: Living Sales Ticket Scan for Information Smart Inventory Quicker Check Out Lines Track your dog
© Copyright 2010 Sapient Corporation | Confidential 21
Social shopping: geo + mobile + physical
Actions / Benefits: Your friends + your buying history = social shopping
© Copyright 2010 Sapient Corporation | Confidential 22
What Does This Mean For The Business Of Retailing?
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First let’s look at
when Social Media and Retail first met
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Social Media and Retail: Rough First Couple of Dates
Retailers are just getting a handle on social media and your ability to write whatever you want about them
WHAT are they saying about my brand?
WHERE are they saying it?
WHO is saying it? WHY are they saying it?
HOW can I leverage what they’re saying?
HOW do I engage with them?
It’s a new CHANNEL!
I’m ok with this, I think.
© Copyright 2010 Sapient Corporation | Confidential 25
But now you can come in, snap a picture, and compare prices online and near your location using an app
Retailers are still figuring out what to do with these new channels – how do you maintain control when consumers can price shop in every aisle
© Copyright 2010 Sapient Corporation | Confidential 26
To address these changes, retailers are creating a new in-store experience
Digital Signage
Point of Sale
Mobile
Touch Display
In-Store Experience { }
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With improved loyalty and rewards initiatives
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And new floorplans and new designs
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Which enable more personalization & data through brand-owned apps and experiences
Goals: Know Customers Better Leverage Data Improve/Increase Customer Affinity and Satisfaction
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What Does This Mean For Consumers?
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Consumers implications
They will be watching: less privacy
Improved channel choice
More interactivity
© Copyright 2010 Sapient Corporation | Confidential 32
They will be watching: less privacy
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Consumers have many more connections to the brand
Improved channel choice
online store
search
partnerships
promotions print
kiosk
syndication
microsites
display ads
communities mobile
tv/video
retail
THE BRAND
© Copyright 2010 Sapient Corporation | Confidential 34
More fun in the mall
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Privacy: the near future
© Copyright 2010 Sapient Corporation | Confidential 36
Some important questions remain
How comfortable will consumers be with the privacy implications of personalized product offers and location-aware apps owned by the major retailers?
To what degree will physical stores continue to be important? The Redbox effect?
How adaptable will the U.S. consumer be to the new kiosks and mobile device integration – walk in and swipe your phone on the kiosk?
© Copyright 2010 Sapient Corporation | Confidential 37
Questions?
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Appendix
© Copyright 2010 Sapient Corporation | Confidential 39
Kiosks, Phones, Tablets, Signage – Retail is Different
© Copyright 2010 Sapient Corporation | Confidential 40
Digital mindset is influencing how consumers see retail
Traditional media most often involves a static push experience. But consumers are now looking for traditional retail experiences to respond and engage them the same way digital experiences do
The game has changed…
There is a big difference between watching & participating
The digital customer experience