case study: using digital to create luxury retail experiences

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Using Digital to Create Luxury Retail Experiences

David WomackExecutive Creative Director, Mobile and Social Platforms

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Why is mobile important to retail?

90%Of smartphone shoppers use their phone for pre-shopping activities

84%Of smartphone shoppers use their devices to help shop while in store

Shoppers who use mobile more, spend more in-store.Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping

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Why is mobile important to retail?

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eCommerce

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eCommercemCommerce

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eCommercemCommerceRetail sales

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So what is mobile good for?

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Bridging online and offline to create a seamless experience

WEB RETAIL

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Bridging online and offline to create a seamless experience

WEB RETAIL

MOBILE

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01

Engagement Ring Finder and Retail App

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Engagement Ring App

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Ring Finding

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Making an appointment

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Our #1 complaint

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The Retail App

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Appointment Details

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Customer History

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Being seamless is complicated

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Is there a book for that?

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02

From Seamless to Serendipitous

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What is a beacon?

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The New Couponing

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Adding value to the experience

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From web to app

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App notifications

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From appto web

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Customer adds item to wishlist

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Customer walks past store

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Relevant Products Chosen

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Customer is notified

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In-store Analytics

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From retail to digitalObserving in-store behavior to drive online recommendations

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03

Digital in Retail: Considerations

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1. Digital will deeply impact retail shopping.

2. Mobile can play a key role in the purchase cycle, but probably not as the point of purchase.

3. Simple retail experiences involve a lot of variables, including pesky humans.

4. Don’t disregard beacons because the initial implementations are uninspired.