Digital in-store - Reality vs Fantasy

DIGITAL IN-STOREFANTASY REALITY

DIGITAL TOOLS IN THE RETAIL SPACE

vs

FANTASY

REALITY

WHAT IS INNOVATION ?

THE NEXT BIG THING OR NOT...

THE NEXT BIG THING BEACONTHE NEXT BIG THING ?

THE NEXT BIG THING ? BEACON

SHOP TO CUSTOMER INTERACTION : TECH EVOLUTION

1999 2013

REALITY : MOST OF WHAT BRANDS ACTUALLY WANT TO DO WITH THIS...

COULD BE DONE WITH THAT.

"TECHNOLOGY"

THE NEXT BIG THING... OR NOT

DONT THINK

THINK"BENEFITS"

BENEFITS FOR YOUR BRAND !!BENEFITS FOR YOUR CUSTOMER

EXAMPLES OF LACK OF BENEFITS OR !

!

!

!

NO UNDERSTANDING OF WHAT IS RETAIL

THINK BENEFITS

DONTs

EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL

- WORKS ONLY AT NIGHT

- COMPLEX INTERFACE AND INTERACTION (KINECT)

- UNSECURE

DONTs INTERACTIVE WINDOW

> DIGITAL IN-STORE IS ABOUT "EASINESS"

RALPH LAUREN, INTERACTIVE E-SHOPPING

WINDOW (2007).

EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL

MORGAN FLAGSHIP CHAMPS ELYSEES INTERACTIVE FITTING ROOMS : FACEBOOK LINK...

> DIGITAL IN-STORE IS ABOUT "BUSINESS"

DONTs INTERACTIVE FITTING ROOM"MORE YOUR CUSTOMER STAY IN THE FITTING ROOM, LESS YOU EARN MONEY"

EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL

> DIGITAL IN-STORE IS ABOUT « REAL PEOPLE"

JOHN LEWIS VIRTUAL CLOTHES TOUCH SCREEN

DONTs 3-D CLOTHES"I LOOK FAT !!" : BAD VIRTUAL EXPERIENCES

EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL

FERRARI CAR CONFIGURATOR ON IPAD

DONTs "I CAN DO IT AT HOME"

> DIGITAL IN-STORE IS ABOUT «SENSORIALITY"

FORGOT TO USE THE REAL FABRICS/PRODUCTS IN THE SHOP AND LIMIT THE DIGITAL EXPERIENCE TO A TINY INTERACTIVE SCREEN

WHAT WE THINK ABOUT DIGITAL IN-STORE

SINCE 2007, OUR GROUP MIXED RETAIL AND DIGITAL EXPERTS. WE UNDERSTAND WHAT IS A SATURDAY AFTERNOON IN A STORE, WHAT ARE PEAK HOURS, WHAT IS THE REALITY OF RETAIL… !SO WE CREATE DIFFERENTLY

SHOW GUIDEHELP SELL ENTERTAIN

5 MAIN DIGITAL IN-STORE SOLUTIONS

DIGITAL IN-STORE = 5 MAINS GOALS

SHOW GUIDEHELP SELL ENTERTAIN

Hey! I'm here !

5 MAIN DIGITAL IN-STORE SOLUTIONS

WINDOWS, BUILDING FACADE : LET PEOPLE KNOW WHERE YOU ARE AND WHAT YOU SELL.

SHOW

SHOW THE SIZE OF THE BIGGEST MALL IN EUROPE

4 TEMPS

SHOW

840 LED VIDEO SCREENS, 240M LONG

BIG NON INTERACTIVE SCREENS : SHOW WHO YOU ARE, WHAT YOU SELL

NESPRESSO CORNER

SHOW

SHOW GUIDEHELP SELL ENTERTAIN

You can't sell products people can't see

5 MAIN DIGITAL IN-STORE SOLUTIONS

HELP

SMALL NON INTERACTIVE SCREENS : INFORMATIONS ABOUT THE PRODUCT CATEGORIES

SHOW GUIDEHELP SELL ENTERTAIN

You can't sell products people don't understand

5 MAIN DIGITAL IN-STORE SOLUTIONS

SELL

INTERACTIVE TOUCH SCREENS : EXPLAIN, COMPARE AND BUY NESPRESSO COFFEE CAPS

SELL

SELL

FOR THE SALEFORCE : CRM AND E-SHOPPING TABLETS

SHOW GUIDEHELP SELL ENTERTAIN

Just WOW

5 MAIN DIGITAL IN-STORE SOLUTIONS

ENTER TAIN

18M LONG INTERACTIVE AQUARIUM

SO OUEST

ENTER TAIN

PHOTO-CALL LINKED TO FACEBOOK

ENTER TAIN

2 MECHANICAL PIANOS, 1 INTERACTIVE "JUKEBOX" (TOUCH SCREEN )

ENTER TAIN

DIGITAL EXPERIENCE : BRAND CONTENT ON 40M2 LED SCREEN, PRODUCTS INFORMATIONS ON INTERACTIVE TOUCH SCREENS, LINKS TO FACEBOOK & TWITTER...

PEUGEOT AVENUE

ENTER TAIN

LIGHTPAINTING WITH YOUR BODY 40 M2 LED SCREEN, 1 KINECT

SHOW GUIDEHELP SELL ENTERTAIN

Where are you ?

5 MAIN DIGITAL IN-STORE SOLUTIONS

GUIDE

INTERACTIVE DIRECTORY

DIRECTORY

SHOW THE BRANDS, SHOW THE PATH

DIGITAL IN-STORE IS NOT ABOUT TECHNOLOGY, IT'S ABOUT ENHANCE OR COMPLETE THE 2 SPECIFICITIES THAT AN IN-STORE VISIT OFFERS (WHICH WILL NEVER BE POSSIBLE ONLINE) :

OUR POINT OF VIEW

HUMAN CONTACT & SENSORIALITY

IF YOU CAN DO IT AT HOME...

IF YOU HAVE THE SAME SCREEN SIZE AT HOME...

IF YOU DONT INTERACT WITH SALESMEN...

IF YOU DONT USE REAL THINGS (FABRICS/PRODUCTS...)...

IF YOU DONT UNDERSTAND RETAIL BUSINESS & SPECIFICITIES...

IF THERE IS NO BENEFITS FOR YOUR BRAND OR YOUR CUSTOMER...

OUR POINT OF VIEW

DONT DO IT.

!!BRUNO AURET Partner @ RAYMOND !SAGUEZ & PARTNERS !21 years in the internet industry. !100+ e-commerce international websites included Louis Vuitton, Clarins, Club Med, La Roche-Posay USA... !2007. Meeting with Olivier Saguez, founder

of SAGUEZ & PARTNERS Group (one of the european leader in retail design, 180 employees). We started RAYMOND, the digital subsidiary and make work together retail and digital experts.

!2014. Main references in digital in-store :

Nespresso, Peugeot, Altarea, Unibail-Rodamco, Crédit Foncier, L'Oréal, So Ouest, Bouygues Telecom, Qwartz...

WHO AM I

VOTRE CONTACT : ANTONY DE BASCHER 01 41 44 15 53 / a.debascher@raymond-interactive.com

YOUTHANK

YOUR CONTACT : !ANTONY DE BASCHER !01 41 44 15 53 a.debascher@raymond-interactive.com !www.raymond-interactive.com

www.facebook.com/raymondinteractive

www.twitter.com/Raymond_Agence

!14, rue Palouzié 93400 Saint-Ouen !