INFUSIONr e t h i n k r e t a i l

Federico Demartini Creative Technologist

Tw: @demapersempre

Friday, 14th November 2014

C r e a t i n g D i g i t a l E x p e r i e n c e s

Q

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first of all, the new shoppers

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Multi-screen

Daily Interactions

90% screen based

10% non screen based

24% PC/Laptop

source The New Multi-screen World by Think with Google

http://think.withgoogle.com/databoard/

Consumers live among screens

Time is spent among 4 primary devicesTV Desktop Tablet Smartphone

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( )Multi-screen

90% screen based

24% PC/Laptop

39% Smartphone

4% Tablet

23% TV

source The New Multi-screen World by Think with Google

http://think.withgoogle.com/databoard/

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With several devices in their hands and screens on their tables,

consumers commonly use to pass through one to the other.

New usage scenarios and decisional paths are rising.

Sequential and Simultaneous

source The New Multi-screen World by Think with Google

http://think.withgoogle.com/databoard/

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She’s looking for the latest offer on email

She’s browsing Airbnb accommodations

in Barcelona

67% percentage of people using screens sequentially to shop online

They will both complete their orders later, on the laptops they have at office or at home

INFUSION 53% percentage of people watching two or more screens simultaneously She’s mailing and

browsing simultaneously

In 8 occasions on 10, the simultaneous usage is multitasking

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The new consumer is a multi-screen shopper.

A multi-screen shopper

source The New Multi-screen World by Think with Google

http://think.withgoogle.com/databoard/

Brands must study and develop an optimised shopping experience across all channels.

Conversion strategies must consider the new media consumption landscape.

Digital touch-points become fundamental for business.

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some key technologies

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Launched by Apple with iOS7, iBeacon is a low powered transmitters now fully supported by the most part of commons smartphone.

iBeacon uses Bluetooth Low Energy to make devices know where they are and/or do something.

It has several employments, it can improve mapping in internal spaces, monitor keys (or kids) proximity, being used to track customers paths within stores.

Nivea, Elvis Presley former house, Tesco, Walmart, those are just some brands which used iBeacons in the past few months.

iBeacon

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Near Field CommunicationNear-field communication (NFC) is a form of short-range wireless communication where signals are transmitted in few centimetres.

Applications include contactless transactions, data exchange, and simplified setup of more complex communications such as Wi-Fi. NFC tags are really cheap, they are commonly use

for payment, gaming, social networking and smartphone automation.

Google uses NFC tags to entertain I/O attendees with treasure hunts. The same mechanism is commonly used to bring shoppers where desired.

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Local Inventory Ads by GoogleLocal inventory ads are designed to make local stores and inventory accessible to people shopping (or just searching) online.

It’s a new product by Google, and it’s intended to provide useful informations during digital customer journey. Imagine a shopper googling “black overcoat”.

Brands in US, UK, DE, FR, JP and AU can make that shopper knows that they have that item in stock, and where the store is, showing it among Google’s results.

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and then… a couple of new myths

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Many brands seem to be scared by new, pervasive technologies.

Privacy, security, unfair competition, show rooming,

those (and many others) are the myths we have to face everyday introducing our

beloved customers to digital strategies for their business.

(Un)fortunately reality is much more complex.

New myths

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Reality Retailers can grab consumers' attention through search

results and their mobile site or app.

Myth Once in-store consumers start looking at their smartphone,

the retailer loses their attention.

source Local Retail Playbook by Think with Google

http://bit.ly/1zNf5cL

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42% of shoppers use their smartphone in-store.

This is a tremendous opportunity for retailers:

they have a screen and they can decide the sort of message to show.

Coupons on third-party apps, sponsored advertising on search engines,

dedicated contents on native apps or triggered by proximity sensors.

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Reality Consumers visit stores for more than just a purchase, and their

expectations of retailers are higher than before. They're looking for an informative, customized experience.

Myth Online research has lowered consumers' expectations of

stores; they really just go to a store to transact.

source Local Retail Playbook by Think with Google

http://bit.ly/1zNf5cL

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Shoppers search information online, then in-store, and again when they leave the store.

Brands can communicate with people during the entire customer journey

and customisation is the way to make this communication more effective.

85% of shoppers say they'd be more likely to shop in places that offer personalised

coupons and exclusive offers in-store.

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Consumerexpects us to understand and know him,

not to stalk him

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Just consider this golden rule, and do whatever you want

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“It is what customers have come to expect—the confluence of their

online and in-store experience with our brand”

Claire Chambers

founder and CEO of Journelle

source The new retail: From mobile aspirations to business results

The Economist - Intelligence Unit

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In this landscape, a renewed struggle for conversions got underway.

Struggle for conversions

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Every click counts, and its price counts even more.

In New York the Real-Time Bidding is a huge business, and many sites offer new ways to

show paid advertising.

Struggle for conversions

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Weather Channel broadcasts weather

forecasts to almost 100 millions people

in the USA.

On the base of what discovered by

predictive algorithms on their big data,

they can now sell weather triggered

impressions on its site and mobile

applications.

Pantene, launching is new Pro-V

Smooth with Argan Oil, bought humidity.

WeatherChannel

Weather Channel Now Also Forecasts What You'll Buys

Wall Street Journal

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Recreational Equipment Inc., is an American retail corporation which sells outdoor recreation

gear, sporting goods, and clothing via retail stores and the Internet.

They were featured in the latest issue of Google Local Retail Playbook as an example

of effective usage of Local Inventory Ads.

REI uses Digital to Bring Outdoor Customers Inside.

REI

Youtube Link - https://www.youtube.com/watch?v=OWXPs3CBO-U

“We love when someone comes into the store holding their phone saying, ‘I want this tent; I want this bike. Help me find this.’” Annie Zipfel, SVP of Marketing

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Tech savvy shoppers, a dense digital environment, new digital-native competitors,

a huge amount of screens, new technologies and mindsets.

Retailers must consider all this factors

and take serious decisions about their stores.

Digital experience in-store

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Someone redesign purchase experience,

some others provide updated instruments to their consumers.

Beyond singular decisions,

a depth force is unveiled and brands can’t wait anymore.

Digital experience in-store

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Pizza Hut Interactive Table

To increase customers participation, Pizza Hut and Chaotic Moon worked on an

interactive table where diners can create a digital version of their pizza.

This screen is intended as the next generation of restaurant tables, with the whole

functionalities needed to fulfil an amazing customer journey.

Youtube Link - https://www.youtube.com/watch?v=xvT0MCugb58

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Creating a magical and intimate selling ceremony

that channels a gentleman’s club, Brioni Miror

melds digital and real life experiences.

Customer, tailor and Sales Person have now a

dedicated corner where design together, in a

new and fascinating way, a Made to Measure

suit.

Brioni Mirror

“This project develops the bond between Brioni’s sartorial techniques and avant-garde technology in a revolutionary manner, allowing the brand to once again establish itself as a pioneer of innovation in the luxurygoods sector.” Francesco Pesci, Brioni Chief Executive Officer

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Rizzoli Galleria Where located since 1949, the new Rizzoli Galleria

was (re)created to be a place to host every possible

type of conversation and interaction on literature.

The digital element is essential for enhancing

discovery with cutting edge tools and for creating

an innovative and intriguing experience for

dialogue with and between readers. The traditional

concept of a bookshop has been revamped at the

new Rizzoli Galleria.

“Rizzoli Galleria will be one of the most contemporary references as a spot for new proposals and use of cultural contents. Spending time in our bookshop in the heart of Milan will be a gift to yourself, a small investment for indulging your imagination.” Paolo Mieli, Chairman of RCS Libri

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Neiman Marcus App

Neiman Marcus’ NM app is a shopping app for m-commerce.

What is great with this applications are some key features which enable a real omni-channel

customer journey: shoppers can verify store availability, chat with a dedicated salesperson when in

store or searching for information, import in their calendars Neiman Marcus events.

Neiman Marcus really brought their stores in our pockets.

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IKEA Motivational Mirror Mirror, Mirror on the wall… who’s the happiest of them all?

IKEA UK discovers nations in need of a compliment

That’s why they’ve developed a prototype Motivational Mirror – featuring fully interactive tech that provides

positive reinforcement and elevate the nation’s self-esteem.

Using next generation Kinect technology combined with complex coding, personalised messages are

automatically delivered by a voice recording and text appearing on the mirror.

Youtube Link - https://www.youtube.com/watch?v=W30-HQXhB-E

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e-commerce must be reinvented everyday,

and also Amazon must be continuously updated

Being Amazon

INFUSION Amazon Dash on Amazon Fresh

Youtube Link - https://www.youtube.com/watch?v=aFYs9zqYpdM

How cool is that!

Imagine transform your house in a mega

store where purchase objects on the base of

your real needs, scanning them directly on

kitchen shelves or fridge.

That’s exactly what you can do with Amazon

Dash, a custom device released by Amazon

and studied for Amazon Fresh.

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we can do whatever we want

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Guatemalan footwear

retailer Meat Pack,

wants to make their

offers more and more

attractive for their

costumer.

They release Hijack App, which notifies people in Meat Pack’s competitor stores with a countdown discount, making them leave those store to run in theirs.

Hijack Application

Youtube Link - https://www.youtube.com/watch?v=SkGaFRwIs7c

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let’s start today hijack shoppers!

INFUSION is the weekly report released by Alquimia WRG.

Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology.

If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com

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ohmmm THANK YOU