THE NEW RETAIL CUSTOMER & THE FUTURE OF DIGITAL COMMERCE
Miel van Opstal 24.09.2015
WE LIVE IN DIGITAL TIMES
TECHNOLOGY IS EVOLVING QUICKLY
HUMANS ARE THE WEAKEST LINK
POWER OF APPS THE IM/CHAT REVOLUTION
FACEBOOK HAS A GOOD BUSINESS MODEL
SOCIAL PLATFORMS THE SIZE OF COUNTRIES
1. Facebook 2. China 3. Tencent (Sina Weibo) 4. India 5. WhatsApp 6. LinkedIn 7. United States 8. Instagram 9. Twitter 10.Snapchat Disclaimer - only 2, 4 and 7 are existing countries.
source: @lavaconsult
WE PAY FOR SECONDS OF ATTENTION
MULTIPLE POCs CONTEXTUAL
MICRO MOMENTS
IT’S A CONDITION IT’S FOMO
IT’S OPPORTUNITY
90% of text messages
are read within 3 minutes
of being delivered
E-MAIL IS THE MOBILE CONNECTION
65% of emails were
opened on a smartphone
or tablet
source: Movable Ink, US Consumer Device Preference Report, Q4 2013
MOBILE SEARCH INDICATES URGENCY & DEMAND
source: Google Belgian Research
Following a research on a
smartphone, where is a retail product
purchased ?
SHIFT IN CONSUMER BEHAVIOR
source: Google Belgian Research
Problem ? Option ? Evaluate Choose/Buy Experience Complete Recommend
ATTRACT ENGAGE NURTURE CONVERT DELIVER UPSELL REFERRAL
SHIFT IN CONSUMER BEHAVIOR
source: Google Belgian Research
Problem ? Option ? Evaluate Choose/Buy Experience Complete Recommend
ATTRACT ENGAGE NURTURE CONVERT DELIVER UPSELL REFERRAL
DISRUPTION AS THE ULTIMATE SERVICE
www.springwise.com/top-10-business-ideas-travel-tourism-12-months
PEACE OF MIND AS A SERVICE
www.springwise.com/top-10-business-ideas-travel-tourism-12-months
HYPER PERSONAL SECURITY TECHNOLOGIES
www.businessinsider.in/MasterCard-is-experimenting-with-selfie-pay/articleshow/48541831.cms
THE BETS OF THE BANKING INDUSTRY
Source : PWC Banking 2020 Survey
DATADATAPERSONALIZATION
DIVERSIFICATON IS NOT ALWAYS THE ANSWER
www.thefinancialbrand.com/37391/bank-personalization-product-development
ONE OFFER FOR ALL
A FEW OFFERS FOR ALL
INDIVIDUAL OFFERS
SERVICES
PLATFORMS
PRODUCTS
PERSONALIZATION IS THE FIRST STEP
TO PURPOSE AND TRUSTwww.hubspot.com/products/how-personalization-works
DATA SOURCES FOR PERSONALIZATION
www.hubspot.com/products/how-personalization-works
• Demographic information • Social data • Contextual data (location, device, …) • Product related information
• folio • transactional data
• History / behavior • online: content, top actions, CTAs
followed, simulations, … • offline: store – POS terminal, …
• Preferences / Topics of interest • …
Smart Lists&
Lifestyle
Customer profiling
RETAIL BEACONS HAVE HUGE POTENTIAL, BUT IT CAN ONLY BE MET WHEN CHAINS MOVE BEYOND SEEING BEACONS SOLELY AS TINY AD BROADCASTERS
PURPOSE
SELLING WITHOUT SELLING
TECHNOLOGY AS A
FACILITATOR
EXTREME CUSTOMER CENTRICITY
REMEMBER THEM FOR RE-TARGETING LATER.
PURPOSE
IT'S ALL ABOUT LAYERING. IT'S MORE THAN USING THE BEACON OR THE MOBILE PHONE OR POS OR A MOBILE APP.
INTEGRATION IS THE KEYWORD.
USING THE INTERACTION WITH A BEACON ON TOP OF A MOBILE APP, WHICH LEVERAGES GEOLOCATION AND THE PROXIMITY OF A WI-FI CONNECTION (AND T H AT B E AC O N ) , S H O U L D B E COMBINED WITH ACCESSING EXISTING CRM PROFILES OF THAT SHOPPER.
THEN WE NEED A CONNECTION BETWEEN THAT SHOPPER PROFILE ONLINE AND MATCH IT WITH THE ACTIVITY IN-STORE. THE POS-LINK.
VENTURE INVESTING IN ARTIFICIAL INTELLIGENCE
Source : Venture Scanner
TECHNOLOGY HAS BECOME A FACILITATOR WITH ZERO FAIL-TOLERANCE. SPEED, CONNECTIVITY AND C O N V E N I E N C E A R E EXPECTATIONS NEEDED TO MAINTAIN THE DIGITAL/REAL SOCIAL NETWORK. OFFLINE CONNECTIONS REMAIN A FUNDAMENTAL POINT OF INTEREST
BEFORE YOU CAN ADD PURPOSE YOU MUST FIND OUT
HOW THE CUSTOMER BEHAVES
IF YOUR POS SYSTEM ISN’T PROVIDING IN-DEPTH ANALYTICS ON YOUR CUSTOMERS, INVENTORY AND CONVERSIONS, IT’S TIME TO UPGRADE ASAP. MERCHANTS SHOULD BE ABLE TO KNOW WHO THEY ARE SERVING AND PROVIDING PRODUCTS FOR, HOW OFTEN THEY SHOP AND HAVE THE ABILITY TO OFFER THEM PERKS THAT ARE RELEVANT TO THEM.
MELISSA GONZALEZ, CHIEF POP-UP ARCHITECT, THE LIONESQUE GROUP
2020 MARKETING DEPARTMENT
SMALLER MARKETING DEPARTMENT
LT STRATEGY & VISION
PROJECT LEADERS
DATA EXPERT
COMMUNITY MGM
CREATIVITYCO-CREATION
EXPERT
TRENDEXPERT
TECHNOLOGYMOBILE EXPERT
COPYWRITING
2020 MARKETING DEPARTMENT
FLEXIBILITY MEANS HAVING SKILLS FOR THE ENTIRE TEAM. FLEXIBILITY MEANS BEING ABLE TO FIND NEW TALENT WHEN NEEDED. THIS IS ALMOST IMPOSSIBLE WITH A FIXED TEAM. ONLY THE REALLY FAMOUS BRANDS WILL BE ABLE TO RECRUIT TALENTS; OTHER COMPANIES WILL BE FORCED TO CALL UPON OUTSIDE PARTNERS.
FRICTION REDUCTION FOR THE PROCESS
OPTIMALIZATION
THE RETAILERS WHO CAN COMPETE ARE THOSE WHICH CAN CREATE VALUE BY REDUCING THE STRESS OF THE SHOPPING MISSION. STEVE MADER, VICE PRESIDENT – DIGITAL & RETAIL INSIGHTS AT KANTAR RETAIL
IS THERE A LIMIT TO PROCESS AUTOMATION?
www.bbc.com/news/technology-34066941
TRADITIONAL MEDIA IS STILL A THING
www.bbc.com/news/technology-34066941
Called Arriving Now, the publication features “pro tips, hotspots, and exclusive details about upcoming promotions.” It will likely be most useful to people who are only in New York City for Fashion Week and are trying to find new things to do during their stay.
INTELLIGENT BIG DATA IS WORTH THE INVESTMENT
TAKE-AWAY FOR TODAY
• Collecting and processing real-time analytics • Owning the buffer zone between brands and customers • Responsive customer - & conversion journeys • Intelligent Data Management, Smart Data Collection • Inbound marketing strategies • From omni-channel to right-channel
• B2B, B2C, C2B & O2O
TAKE-AWAY FOR TOMORROW
• Virtual Agents, Video Concierge Services • Interactive (POS) Displays,
Smart Display Streaming Networks • Language - & Voice technologies • Deep Learning & Artificial Intelligence
TAKE-AWAY FOR TOMORROW
• Virtual Agents, Video Concierge Services • Interactive (POS) Displays,
Smart Display Streaming Networks • Language - & Voice technologies • Deep Learning & Artificial Intelligence
Thank you.
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