case study: using digital to create luxury retail experiences
Post on 18-Oct-2014
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David Womack, executive creative director for mobile and social platforms at R/GA, has been working with luxury jeweler Tiffany & Co. for years to develop their presence on the web, in social, and through apps. Now he's working with the brand to translate that momentum into digital experiences that are redefining the luxury experience in retail.TRANSCRIPT
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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.