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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
AMS
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
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
six trends
1. hyperpersonalisation
Editd runs ‘the world’s 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
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
Scenario’s
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
The digital future of retail. It is all about platforms and communities.
Retail as media.
Iskander Smit, [email protected], @iskandr, 06-24532388
