Digital Transformation at

Canada’s Top Retailers

Brian Jackson

Digital retail trends

Blurred lines between digital and in-store

Smartphone shopping aids

Augmented reality

Buy in-app, pick up in-store

Tie-ins for data, personalization, and loyalty programs

Retail apps with utility

Embracing digital as a work culture

Moving to a mobile-only world

Smartphones - 45.1% of sales > Desktop 45% of sales [q1]

Demandware projects 60% by end of 2017

Smartphone penetration to reach 75% before 2020

Walmart’s new Online Shopping appLaunched July 20, 2016

July 2016 is the first month of more mobile web traffic than desktop

Walmart’s tech team: back-end

Razorfish Canada: front-end

Already have a responsive website, but this is for more loyal customers

Beta-tested with Walmart employees

“You can no longer ask the customer to shop in one particular way.”

Interview: Rick Neuman, EVP technology & ecommerce, Walmart Canada

Utility in-store and out of store

Features

Bar-code scanner [add a product to your cart]

Grocery pick-up in Toronto, Ottawa

Favourites list

Notifications when prices reduced

Canadian Tire’s ‘phygital’ retail

Bricks and mortar and digital

Physical store offers: brand, community, trust

Digital offers: speed, access, search

Together: enhanced in-store experience with interactive experience.

Eg. Physical Canadian Tire money is still here, but also stored on the app since 2014.

Not shy to experiment

Wow Guide catalogue has AR app

Oculus Rift VR headset used in Edmonton store to design your patio set

Made its own POS system

Fast Find can give realtime view of product inventory

Gamified mobile apps

Gaming lab in Winnipeg

For payments with CT MasterCard at Candian Tire locations

Badges reward more interactions with CT

Hockey sharp shooter game just for fun

Potential path to wider digital wallet applications?

Using Facebook at Work

CT is first Facebook at Work user in Canada. Beta stages.

“Nothing is as easy to use as Facebook.”

Call centre rep posted about why they didn’t have a certain function, VP saw it and added it

“The primary way we’ll communicate with our employees.”

Loblaw Loyalty

PC Plus started in 2013with apps for iOS, Android,Blackberry

Amazon style approach torecommending groceries

1-1 marketing based onwhat you buy

“Broaden your basket.”

Beyond segments

Big data can harvest data at the individual level, go beyond targeting segments

Loblaw was inspired by Delta, which adjusted seat pricing for best revenue potential

Like building 10 million flyers a week

Send customers coupons on things they will actually buy

Gotta Catch ‘em All

$10 on in-game items= 75% sales lift in pizza

Draw people in to yourPokeStop or ‘gym’

Pokemon Go broke the record for app store downloads in one week.

Seeing more engagement than Facebook right now.

Shows that you don’t need to drive people to your own app to benefit from mobile engagement.

http://myi.tw/2retail