shopping 2020 for retail 2030 course

Shopping2020 & digital future of retailSeptember 9, 2015 Iskander Smit, @iskandr

Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

Iskander Smit | @iskandr

"Shopping"2020" 2"

Introducing&info.nl&Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."

DigitalStrategy

DigitalServices

DigitalMarketing

Online platforms

Lean Service Design

Agile (content) marketing

API with rich appsLean UX, Scrum, Devops

Platform architecture

Managed services

Hackathon Personal API

Labs

https://vimeo.com/91069015


16 retail organisations 460 experts 19 research topics

"Shopping"2020" 3"

Members&of&the&expert&group&

What are the relevant touchpoints connecting the retailer and the consumer in 2020?

Touchpoint is the very moment of contact between consumer and retailer.

"Shopping"2020" 15"

Touchpoints&

"Shopping"2020" 17"

7&YEARS&AGO?&Predicting the future is hard

Shopping 2020 73

32%

31%

22%

10% 3% 15%

10%

33%

21%

9%

5% 3% 4%

Laptop Desktop TabletSmartphone Interactive/Internet television Glasses (e.g. Google Glasses)Smart watches Other devices

Total market: devices used in the future to make online purchases (expert forecast)

Distribution of online purchase channels (%)

Base: all experts who have given their vision on the total market and have evaluated a specific segment (n= 268)

2013 2020

FUTURE TOUCHPOINTS Laptops and desktops are believed to be replaced by tablets & phones Interactive TV will also gain market share (9%) but Smartware (watches and glasses) will remain small

70% online shopping = mobile

GFK research Shopping 2020, 2013

Mobile shopping

Flurry analytics

Wearables are taking off

a future inhabited by people

https://www.flickr.com/photos/paulk/4693602730

for whom the words offline, online

and mobile have become irrelevant

source:http://www.slideshare.net/yiibu/the-emerging-global-web

http://www.slideshare.net/yiibu/the-emerging-global-web

The Internet of Everything

Sensoring all of our life

The You-Web

Traditional app model

Notification layer binds the devices into a context relevant service ecosystem

https://www.youtube.com/watch?v=QrqZl2QIz0c

https://www.youtube.com/watch?v=QrqZl2QIz0c

six trends

1. hyperpersonalisation

trend 1

Hyper personalisation of all

Image: placed.com

http://placed.com

Editd runs the worlds biggest apparel data warehouse

Data service provider

2. real experiences

Local driven super market Landmarkt

Real experiences balancing a data-driven world

Kies een leuke achtergrondkleur

Immersive experiences

Fab.

Social curation

With ASAP people can share their fashion catches and get styled

Social curation

trend 2

Pop-up experiences

Ephemeral media

Snapchat, Periscope, Snapchat, Taptalk, Beme

3. hybrid shopping

Hybrid shopping as default

http://www.youtube.com/watch?v=3CSXOWKSG98

04

Key Takeaways Mobile search is the starting point. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store.

The retail landscape is evolving for all industries. Mobile use in stores is not category specific - Nearly 2/3 of baby product shoppers compare prices in-store.

Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping

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. Research Google, 2013

Embrace showrooming

http://www.google.com/think/research-studies/mobile-in-store.html

4. non-lineair journeys

Hands-free shopping

"Shopping"2020" 38"

Asynchronous&customer&journeys&Forrester"

Asynchronous customer journey

Net a Porter connects the TV runway to the webshop

Watch & shop

Frictionless

Disney magic bands

5. retail in the cloud

trend 5

Retail will be in the cloud

http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

trend 5

Retail will be in the cloud

estimote.com

http://estimote.com

Amazon Fire phone introduces scanning and buying

Everything Store

Bots as intermediairMaking personalisation tangibleGoogle, Siri, Cortana

Conversational UI

6. store everywhere

trend 6

The store is everywhere

Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

Fancy Glass app combines curated shop with color exploring

Connected ecosystems

Amazon Dash

Everything Store

Mono functional retail

Amazon Dash

Touchpoints: emerged moments of intent

Permission based profiling to be relevant in

Shopping will be social, hybrid, asynchronous and continuously

We will be using a mix of devices next to each other

Relations can be built on curated true experiences

Possible futures

Scenarios

What is the role the store takes as part of the process of buying?

From self organizing customers to delegated interactions.

What is the approach to data?

From trust and embedding in our life, to a movement to less (shared) data.

"Shopping"2020" 48"

Four&scenarios&The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"

Become an API

Focus on dataThink beyond your own storeMake open relations

Build an community

Value customer relationsBe an expertUse platforms for transactions

retail as media

labs.info.nl, Jules Holleboom, 2014

http://labs.info.nl

product as platform


http://labs.info.nl

social proof


http://labs.info.nl


http://labs.info.nl

The digital future of retail. It is all about platforms and communities.

Retail as media.

Iskander Smit, [email protected], @iskandr, 06-24532388

mailto:[email protected]