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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.
