What's In Store for In-Store Digital - BWW - 2009
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Today’s consumers live in a digital world. Product reviews, price comparisons, and smart recommendations are their baseline expectations. And consumers are more time-crunched than ever, with leisure time declining from 26 hours per week in 1973 to 16 today according to a recent Harris Poll. With more to do, and less time to do it in, it’s no wonder that today’s consumers demand greater personalization and selection in the products they buy, and more efficiency in how they buy them. Retailers are working to meet these needs by bringing digital inside the store and are seeking in essence to become a “Digital Concierge” that guides and serves the shopper. However, bringing digital conveniences into the store is a complicated challenge, one that requires the right principles to succeed. In this presentation, Bridge Worldwide provides a landscape assessment and framework with seven principles for success for Digital In-Store.
Transcript of What's In Store for In-Store Digital - BWW - 2009
Agenda
The Consumer Need
What’s Working and Why
Principles for Success
The Future Experience
How to Get Started
Let’s Start With The Consumer Need
Source: Harris Interactive, 2008
Consumers Don’t Have Time…
0
5
10
15
20
25
30
1973 1994 2008
Median Numberof Leisure Hours
But They Have So Many More Choices…Product Categories
Brands
Channels
Payment Options
…So We’re Growing More Demanding
Welcome to the Age of The Selfish Consumer
Give me
What I want,
When I want it,
Where I want it,
In the forms I want,
As much or as little,
Filtered by my peers,
Backed by expert opinion,
Without unwanted interruption,
And then I’ll share it with my “friends,”
But don’t you dare tell a soul you know me.
Now We Want It in the Store!Ratings and
Reviews
Cross-sell
Now We Want It in the Store!
Solution Sets
Now We Want It in the Store!
Special Promotions
Now We Want It in the Store!
Personalized Discounts and Rewards
Now We Want It in the Store!
Retailers Should Care
GreaterEfficiency
GreaterEfficiency
IncreasedBasket
IncreasedBasketGreater
Loyalty
Greater Loyalty
More ShopperInformation
More ShopperInformation
DigitalDigital
What Does the Digital In-Store Currently Look Like?
What Does the Digital In-Store Currently Look Like?
Yet, the Opportunity Still Exists…
…but What Makes Sense?
£ Uplift per Campaign over Time
£0
£10,000
£20,000
£30,000
£40,000
£50,000
£60,000
£70,000
£80,000
£90,000
Nov-04 Feb-05 May-05 Sep-05 Dec-05 Mar-06 Jul-06 Oct-06 Jan-07 Apr-07 Aug-07
Total uplift
13 per. Mov. Avg. (Total uplift)
Pre-Aug 2006n = 33Mean uplift £4,820Mean uplift 5.7%Median uplift 2.8%
Post-Aug 2006n = 50Mean uplift £14,536Mean uplift 7.3%Median uplift 6.3%
Source: Glendinning Tesco IBN Example
Before In-Store
Display
After
How To Get Started? Follow Principles For Success
Respect Shopper Behavior and Mentality
Source: Glendinning
© Glendinning Management Consultants insert yeardoc ref
18
EVENT ENTRANCE
A Perfect Outlet Market P lace Bringing to Life the full power of Client X Shopper Understanding & Execution
Respect the Store
Focus on Personalization
Create a Dialogue
Follow E-Commerce Best Practices
Create a Compelling
Product
Dramatically Improve the
Purchase Experience
Create a Compelling
Business Model
Sell to a Niche
Consumer
• ACCESSIBILITY• TIME SAVING• DISCRETION
• AUTO-REPLENISHMENT • DIRECT SALE• MARKETPLACE• EXCLUSIVITY
• BUILD TO ORDER• UPGRADEABILITY
• PERSONALIZATION• SIMPLICITY• PAYMENT OPTIONS• GIVE BACK
Be Transparent
Create a Road Map and Track Progress
Rolling It Up
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
Let’s See How These Measure Up Against a Few Popular Technologies
Smart Shelves
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Store Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
Media Cart
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
Mobile–SMS and/or QR Codes
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
Short-Range Wireless
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
So, Where Is All Of This Going?
How To Get Started?
Bridge Worldwide Can Help
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
Top 25 Best Small Companies to Work For in America (2006, 2007, and 2008)
Part of WPP Group, the largest agency holding company in the world with 2,000 offices in 106 countries
Affiliation:
210 people across 12 disciplinesEmployee
Makeup:
Full-Service Digital Strategy, Design, ImplementationServices:
1979Founded:
About Bridge Worldwide
