from shelves to mobile devices, structures change - euroia09 - m. c. lavazza
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From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009
Beyond structure
Maria Cristina Lavazza
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Topics we are going to discuss:
1. How does the idea stem from and why grocery2. How does grocery communicate and what are its channels3. What are the main retail group solutions to integrate shopping
channels 4. The main services offered in the following phases: before, during
and after the purchase5. There has been a significant change in communication, we
always face with multichannel, bridge, cross experiences and SPIME objects: grocery represents an effective perspective in this revolution
6. In the cross-medial communication process there are tools - such as mobile devices- able to interact: services, software, tools and customer needs
7. Consumers begin to have an important and active role in this process
8. This complex possibility will change our way to do shopping and to design. What will the future IA look like?
Ready to start?
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Where the IDEA stems from?
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
TIME in everyday life is a key factor
From shelves to mobile devices, structures change
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
The future in grocery retail: cross-channel integration
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Integration of traditional retailing and e-tailing is an example of
bridge-experience
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
What is a spime object?
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Why grocery?
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Grocery shopping shows peculiar features:
It is repetitive It is widely used It is visual and “high touch” It has developed careful and pervasive marketing tools.
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
the world percentage of egrocery consume
is still very poor
37%37%
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Click and mortar
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
The e-grocery situation
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
eGrocery is still a long way away
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
e-coop: an Italian case of study (1)
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
e-coop: an Italian case of study (2)
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Tesco.com: an international best practice
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
1 channel 3 stepsn services
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Customer services before purchase
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
The pod JOYA
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Easy Grocery: a 3D experience
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Customer services during the purchase
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
The pod Salvatempoby Coop
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
What are the RFID?
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
NFC in other words: the future of customer services
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Safeway: the case Collect & go
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
The future in a finger: the case Pay by touch
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Customer services after purchase
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
The challenge of mobile services
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Mobile: a special connector tool
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
physical > digital > rfid > mobile > digital > biometric > physical > digital > rfid > gps > mobile > digital > biometric > physical > digital > rfid > gps mobile > …..
Evolving processes
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
A digital ecosystem
a combination of balance and coherence
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Let’s change perspective!
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Major issues tomorrow’s architects
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
“When the going gets
tough…
… the tough get
going!”
From shelves to mobile devices, structures change
Copenhagen, Euroia 2009 – Beyond structure
Maria Cristina [email protected]
I hope you enjoy it… thanks!