trends 2017: retail opportunity for the fast changing world and the human mind
Post on 07-Feb-2017
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Trends2017:RetailOpportunityfortheFastChangingWorldand
theHumanMind
KATEANCKETILL,CEOandFounder,GDRCreaIveIntelligence
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
GDR is a retail trends consultancy, delivering the information that
unlocks and empowers innovation.
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
You’re probably not going to like what I’m going to say.
(Please don’t shoot the messenger).
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
1. The Big PictureThe fourth industrial revolution: get used to exponential change
2. Consumer ExpectationsExperiences in one sector set expectations in all others
3. How you must adaptBeing forewarned is the first step…
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
The Fourth Industrial RevolutionThe information revolution.
The fusion of physical, digital and biological technologies, each advancing at an exponential rate.
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
What were the other revolutions?
Steam and mechanisation
1760-1840 1875-1925 1960-2000 2010- Electricity and
mass productionDigital and the internet
The fusion of physical and digital
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
The Fourth Industrial Revolution“How do we understand and shape the new technological revolution, which entails nothing less than a transformation of humankind?”
Klaus Schwab, Founder, World Economic Forum
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
The Fourth Industrial Revolutionof US jobs are at risk due to automation within the next 20 years
Osborne & Frey, Oxford University
47%
GDR CREATIVEINTELLIGENCE
• 50 years of Moore’s law • AI in the cloud • Exponential machine
learning • AI core to business models
Why now?
GDR CREATIVEINTELLIGENCE Robots replacing workers
Location: Amsterdam Schipol Airport
Spencer scans boarding passes and guides passengers between departure gates for KLM. Tested March 2016.
GDR CREATIVEINTELLIGENCE Associate-free stores
Location: Seattle, USA Checkout-free shopping uses the same types of tech used in self-driving cars: computer vision, sensor fusion, and deep learning.
GDR CREATIVEINTELLIGENCE Associate-free stores
Location: Seattle, USA Checkout-free shopping uses the same types of tech used in self-driving cars: computer vision, sensor fusion, and deep learning.
•
• 3.5m people employed in the US as cashiers in 2015
• The British Retail Consortium forecasts 1/3 of retail jobs will disappear by 2025 due to automation and the increasing minimum wage
GDR CREATIVEINTELLIGENCE Self-driving vehicles
Location: USA Since October 2016, Tesla cars have had full self-driving capability at a safety level “substantially greater” than that of a human driver.
GDR CREATIVEINTELLIGENCE Self-driving vehicles
Location: USA Since October 2016, Tesla cars have had full self-driving capability at a safety level “substantially greater” than that of a human driver.
•
“If I had to guess at what our biggest existential threat is, it’s artificial intelligence.”
Elon Musk
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
Technological unemployment.
or
Radical abundance supplied by super-intelligent machines.
GDR CREATIVEINTELLIGENCE Political and societal upheaval
Location: Switzerland, June 2016
Swiss referendum for a universal basic monthly income of $2,555 rejected by 77% - but got the issue discussed.
GDR CREATIVEINTELLIGENCE
DISTRIBUTED SYSTEMS
MACHINE LEARNING
CONVERSATIONAL INTERFACES
ADAPTABLE MECHANISMS
THE DIGITISED POPULATION
DEVICE - DEVICE NETWORKS
PERVASIVE CONNECTIVITY
SMART SENSORS
ADDITIVE MANUFACTURE
GDR CREATIVEINTELLIGENCE
MACHINE LEARNING
CONVERSATIONAL INTERFACES
DISTRIBUTED SYSTEMS
New forms of interaction and service
GDR CREATIVEINTELLIGENCE Google Home
“By 2020, 30% of web browsing sessions will be done without a screen.
By the end of 2017, room-based screenless devices should be in more than 10 million homes.”
GDR CREATIVEINTELLIGENCE Ubtech’s Alpha2 (Lynx) Robot
Location: China Domestic robot now integrated with Amazon Alexa.
GDR CREATIVEINTELLIGENCE KFC x Baidu
Location: Shanghai, China KFC hosts Baidu’s voice-activated robot Duer, which takes customer orders and payment through speech.
GDR CREATIVEINTELLIGENCE IntelligentX
Location: UK Design: 10x
Craft beer uses customer feedback via a Facebook Messenger chatbot to create next batch.
SMART SENSORS
ADDITIVE MANUFACTURE
ADAPTABLE MECHANISMS
GDR CREATIVEINTELLIGENCE
Adaptable service delivery and manufacture
GDR CREATIVEINTELLIGENCE Starship autonomous delivery robots
Location: Global Design: Starship Technologies
Self-driving delivery robots deliver two bags of shopping at 4mph within a three mile radius
GDR CREATIVEINTELLIGENCE Starship autonomous delivery robots
Location: Global Design: Starship Technologies
Self-driving delivery robots deliver two bags of shopping at 4mph within a three mile radius
GDR CREATIVEINTELLIGENCE Zume Pizza
Location: US Delivery service uses robots to make and bake pizzas. The truck houses 56 ovens that schedule the cooking to the delivery time.
GDR CREATIVEINTELLIGENCE AlpStories
Location: Zagreb, Croatia Design: Brigada, Yaskawa Corporation
Slovenian cosmetics brand has two product ranges: ‘Our Story’ and ‘Your Story.’ ‘Your Story’ products are created by the consumer and made in-store while they wait – by a robot.
GDR CREATIVEINTELLIGENCE Unmade x Opening Ceremony
Location: London Knitwear brand lets customers personalise their purchase by choosing the pattern and colour, and adding monograms.
GDR CREATIVEINTELLIGENCE Au Pont Rouge
Location: St Petersburg, Russia Exhibition retail space designed around a robotic system within a restoration of an iconic 110-year-old department store.
GDR CREATIVEINTELLIGENCE
Personalisation and autonomous activity
DEVICE - DEVICE NETWORKS
PERVASIVE CONNECTIVITY
THE DIGITISED POPULATION
GDR CREATIVEINTELLIGENCE ICA grocery delivery
Location: Sweden Smart locks let supermarket staff deliver directly into homes, so they can put food straight into the fridge.
GDR CREATIVEINTELLIGENCE ICA grocery delivery
Location: Sweden Smart locks let supermarket staff deliver directly into homes, so they can put food straight into the fridge.
GDR CREATIVEINTELLIGENCE
DISTRIBUTED SYSTEMS
MACHINE LEARNING
CONVERSATIONAL INTERFACES
ADAPTABLE MECHANISMS
THE DIGITISED POPULATION
DEVICE - DEVICE NETWORKS
PERVASIVE CONNECTIVITY
SMART SENSORS
ADDITIVE MANUFACTURE
New forms of interaction and service
Adaptable service delivery and manufacture
Personalisation and autonomous activity
Speak my Language
Reflect my life
Serve me 24/7
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
2. Consumer Expectations
• Speak my language • Simplify my life • Serve me 24/7 These demands can only be met by enhancing services with new technology.
GDR CREATIVEINTELLIGENCE Petrovich
Location: St Petersburg, Russia DIY store uses appropriate fulfilment methods for each purchases, merging online and showroom experiences.
GDR CREATIVEINTELLIGENCE TokyWoky
Location: Global Live peer-to-peer chat, resulting in a conversion rate 4-6 times higher than from non-users. 10,000 questions answered monthly.
INTE
RN
ATIONAL CUSTOM
S
Transparent PricingWe believe customers have the right
to know what their products cost to make.
MATERIALS$27.83
TRUE COST$45
$130 $225
TRADITIONAL RETAIL EVERLANE
HARDWARE$1.60
LABOR$13.69
DUTIES$1.72
TRANSPORT$.60
GDR CREATIVEINTELLIGENCE Everlane transparent pricing
Location: USA Online clothing brand states garment pricing breakdown and margins, comparing their goods with conventional retail brands.
GDR CREATIVEINTELLIGENCE Back Me Up app
Location: UK 17 to 49-year-olds insure up to three items by uploading a photo to the app on a pay-as-you-go basis: for just $19.45 per month.
GDR CREATIVEINTELLIGENCE Battersea’s Looking For You
Location: London, UK Design: Ogilvy & Mather UK
Billboard interacts with dog lovers - stray dog follows passers-by to give emotional adoption message.
GDR CREATIVEINTELLIGENCE Scentbird
Location: US Monthly 8ml bottles of leading branded perfumes for a $14.95 subscription. 450 scents available, including Tom Ford and D&G.
GDR CREATIVEINTELLIGENCE Scentbird
Location: US Monthly 8ml bottles of leading branded perfumes for a $14.95 subscription. 450 scents available, including Tom Ford and D&G.
GDR CREATIVEINTELLIGENCE Martini Smart Cube
Location: UK Design: AMV BBDO
Digital ice cube uses beacons to connect the glass to the bartender’s app, automatically reordering another Martini.
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
3. How you must adapt:
Embrace AI and get in front. Plan for a reduced workforce, anticipate further erosion of the middle class
Automation: when, not if
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
3. How you must adapt:
Ethical transparency, individualised products and services, full visibility of the supply chain, 24/7 seamless availability
Consumer expectations
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
3. How you must adapt:
Service will require enhanced employees, using nuanced emotional intelligence
Unleash service ‘centaurs’
GDR CREATIVEINTELLIGENCE
@gdruk kate@gdruk.com
Questions discussed at GDR’s NRF Salons
• Can we really have one-to-one connections with everyone?
• What does this mean for the look and feel of retail space?
• How does this impact service and the model by which we recruit and train staff?
• Does the customer always know what they want? • How do we make chatbots work? • Isn’t low tech customer awareness just as important?
An Introduction to GDR
GDR CREATIVEINTELLIGENCE
GDR Creative Intelligence Dilke House, 1 Malet Street, London WC1E 7J Tel: +44 207 580 5589
Kate Ancketill, CEO and Founder
kate@gdruk.com
GDR CREATIVEINTELLIGENCE
We want to help you form more meaningful relationships with your customers in a rapidly
changing and competitive world.
GDR CREATIVEINTELLIGENCE
How do we do this? We are a strategic partner that helps turn your insights into meaningful action for your customers.
Innovation research: we watch big and small companies, in your sector and outside of it, all over the world; and we investigate how they innovate. We hear it first from the creative agencies behind the most innovative concepts, who help us understand the insights behind the ideas.
Strategic consultation: we learn from the best (and worst) innovators and we apply those lessons to your strategic priorities.
GDR CREATIVEINTELLIGENCE
GDR has a client base that covers many categories, mass-market and luxury tiers and global geographies. This informs and inspires our wide perspective.
GDR CREATIVEINTELLIGENCE
What makes us different?
We look at innovation first - those responding to existing and emerging needs - rather than consumer research. We don’t try and make the world fit our view.
We help you develop the ideas that make a difference to your customers.
We’re not a qual/quant research agency, and we don’t execute; we impartially connect you to the agencies who can deliver for you.
GDR CREATIVEINTELLIGENCE
We want to make you feel…
Confident that you know how to grow and develop your business, and crucially, your customer relationships.
Reassured that you’re focussed on the change that is important, and you can dismiss the change that isn’t.
Full of amazing ideas for the future of your industry.
And most importantly, we’ll feel like partners: you’ll trust us to push you forward.
GDR CREATIVEINTELLIGENCE
What does our partnership look like?
We build your strategic concerns into our research programme.
We become your advocate throughout our ongoing research.
We bring our newest findings to you four times a year, while the change is fresh and the opportunity untapped.
But we also know that every team is different, and has different needs; we’re happy to build the partnership that does what you need it to do.
GDR CREATIVEINTELLIGENCE
What does our partnership look like?
A GDR partnership combines our services in one tailored package that builds a better innovation culture through regular, shared insight and inspiration.
Clients get all-year-round access to a dedicated Senior Consultant who uses your key concerns and initiatives as a filter to focus content, insight, and the way we work with you.
Combining quarterly in-person sessions, research and our digital workspace, the engagement is a comprehensive service for inspiring a business.
GDR CREATIVEINTELLIGENCE
We offer our clients a range of additional services beyond our partnership packages.
We recommend an approach based on your specific challenges, from individual project needs, to training and development programmes and long-term strategic initiatives.
We can be as hands on or hands off as you need.
Conference Speaking
Field Expeditions
Innovation Workshops
Project Consultancy
GDR CREATIVEINTELLIGENCE
GDR is an independently-owned global consultancy with 20 years experience
GDR’s Founder and CEO, Kate Ancketill, leads our team of 15 people based in London and New York. We have a diverse range of backgrounds and experience including brand design, product and brand development, consumer research, editorial and futurism.
London: Will Seymour, Senior Consultant will@gdruk.com Sophie Corcut, Senior Consultant sophie@gdruk.com Kate Ancketill, CEO kate@gdruk.com Felix Scarlett, Insight Director felix@gdruk.com
New York: James Mullan, SVP Global Innovation james@gdruk.com
GDR Creative Intelligence, 1 Malet Street, London WC1E 78JN +44 207 580 5589 www.gdruk.com
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