Copyright © Econsultancy
Retail Innovation in Digital Customer Experience
August 2015
Ashley Friedlein
President, Centaur Marketing & Founder, Econsultancy
@AshleyFriedlein
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Agenda
1. Trends in digital
2. Retail digital innovation examples– Digital Marketing– Digital/Physical including in-store
3. Q&A
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“In the last few months the pace of change in our industry
has changed beyond all recognition […]
customers shopping very differently to the way they were
shopping even a year ago.”
Learning from the country with the highest smartphone penetration in the world
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Of mobile shoppers 13% do not shop at all in store and 53% not at all online.
Buying behaviour and process very different for mobile shoppers
The rise of the mobile *only* customer.The way we market to them is fundamentally different
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Which of these is the most exciting digital marketing opportunity over the next five years?
1. Customer experience
2. Content marketing
3. Social
4. Video
5. Mobile
6. Programmatic
7. Big data
8. Marketing automation
Companies who are personalising web
experiences are seeingan average
19% uplift in sales.
Source: The Realities of Online Personalisation Report
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Summary
1. Adapting business models, new competitors, trying to be more agile, more innovative, responding to fast-changing customer behaviours
2. Competing on customer experience – personalisation, mobile, location, video, social, customer service, content, payments
3. Real-time / dynamic / programmatic – data-driven marketing at scale and in real time
4. Making the most of ‘omnichannel’ / ‘phygital’
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Very.co.uk: the first personalised video banner that is integrated with consumer data in real-time
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Unilever (Knorr) / Aftonbladet – ‘physical retargeting’ using iBeacons
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Digital/Physical including in-store
1. Concept stores
2. Rebecca Minkoff
3. Target
4. Schuh
5. Delivery innovation
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Target – mobile-loyalty-endless-aisles…
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