Topic: Creating an omni-channel vision for a retailer and the role of Digital Signage
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Transcript of Topic: Creating an omni-channel vision for a retailer and the role of Digital Signage
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Steven Keith Platt
Platt Retail Institute
29 May 2013
Omni-channel está alterando el panorama retail
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Los dias de la tienda retail tradicional está llegando a su fin
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Los clientes ya no siguen un único camino para comprar, ahora hay muchos y diferentes
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Source: Forrester
Source: Google
¿Es omni-channel realmente importante?
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Omni-Channel es un elemento de cambio global – Con la llegada de la era digital, el consumidor necesita y quiere evolucionar rápidamente y los retailers de éxito, también mejoran sus capacidades mediante el Omni-channel para responder a la demanda e incluso anticipar y liderar, las tendencias. Fuente: Cintybank
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Source: Aberdeen Group
¿Cúal es el problema?
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Source: RIS News' Sixth Annual Cross-Channel Tech Trends Study
Más dinero, más dinero, más dinero
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Estudio Platt Retail Institute (PRI ) : adopción omni-channel
Retailers $500 M+
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Funcionalidad Omni-channel
Source: RSR Research
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Impedimentos para la adopción
Source: RSR Research
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Source: Deloitte & Touche
Los beneficios
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Source: Deloitte & Touche
Los resultados
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Del digital signage a la comunicación digitalIm
pact
Time
Yesterday: Single Application Deployments
Today: Multi Application Systems
Today and Tomorrow: Multiple devices and multiple applications create a large scale and interactive communication platform
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Aplicaciones Digital signage
Redes de comunicación digitales se utilizan para:- Way finding- Entretenimiento- Publicidad, comercialización y soporte de ventas- Información y comunicación corporativa- Comunicaciones de emergencia
Se encuentran:
- En todo el mundo
- Interiores y exteriores
- En numerosos mercados verticales
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Restaurantes fast food (QSR)
menu-boards digitales Entretenimiento en
área restaurante Test-marketing
nuevos productos Comunicación interna
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Elisa shopit
Compras interactivas Video wall
interactivos Comparativas de
productos a través de etiquetas RFID
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Hospitality
Way finding Señalización salas reuniones Integración móvil
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Entretenimiento
Complejos de cine con 85 años de antigüedad
Armarios personalizados
Despliegue inalámbrico
Publicidad, eventos, mensajes especiales
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Cruceros
Way finding Promoción de la actividad Sugerencias de menú
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Hershey’s Chocolate World – especialista retail
Vídeo wall interactivo de control de gestosJuego interactivo, con refuerzo positivo
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Famous footwear–especialista retail
Combinación de señalización y vídeos estándar- Señalización promocional en escaparates
–Marca: mediante pantallas más grandes en las tiendas
–Video informativo con temas detallados como la investigación de zapatos
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Call center
Monitorización del rendimiento
Mensaje broadcasting
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Casino – gaming
Jackpots– Monopostes– Video walls
Máquinas
tragaperras Way finding Menu boards
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Agencia de viajes
Video-wall Branding:
– Aventura– Tecnología
punta Datos en directo:
– Tiempo– Previsiones– Tweets– Precios– Promociones
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Automoción
Nuevo concepto de tienda: los coches se venden en centros comerciales
Target: jóvenes, amantes de la tecnología Configura tu propio coche
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Beneficios para el cliente
Mejora de la experiencia de los clientes, visitantes, estudiantes, empleados, etc
Oportunidad de ingresos (con publicidad o a través del aumento de las ventas)
Bajos costes de comunicación Mejora de la imagen de marca / comunicación
constante Conformidad
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Retos
Business case La evolución de las necesidades del cliente /
escalabilidad Contenido Integración Omni-channel
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¿Preguntas?
Steven Keith Platt
Director and Research Fellow
Platt Retail Institute