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DO YOU NEED A PHYSICAL STORE?
PHYSICALdo we need
STORES?
our illustrious speakers
Dave FinneganCIO and VP, Information and InteractionORVIS(previously CIO, Build-a-Bear)
Emily CulpSVP, eCommerce, Marketing, and RetailRebecca Minkoff
Alan WizemannVP, Target.com and Mobile ProductTarget
retail innovation
INFUSE THE BEST OF ONLINEINTO THE PHYSICAL WORLD.
so, the answer is yes.
DIGITALSTOREFRONTS
consumer expectation is changing.
Online “Offline”
5634
%SMARTPHONE
%TABLET
Mobile phones & tabletsare becomingubiquitous.
Sources: Pew Research, 2013
+ Global smartphone sales
exceeded feature-phone sales for
the first time in history, in Q2 2013
Global Internet Device Sales
2012 2013 2014
8-10am66% wake up withtheir phone.
12-5pmphones peak
6-10pmtablets peak
75%use their phoneson the toilet.
www.nrf.com/annual14
150x per day
Snacking behavior.On average, consumers use their smartphones
Consumers are Changing Their Behavior
your store
72%of consumers have “showroomed”apparently even eggs
Sources: Accenture: “Seamless Retailing Research Study 2014”
78%of consumers have “”web-roomed”pre-store research
Sources: Accenture: “Seamless Retailing Research Study 2014”
pre-visit digital in-store digital conversion lift
61%
73% 20%
78% 27%
86% 40%
Sources: Deloitte Digital: “The New Digital Divide: Retailers, shoppers, and the digital influence factor” 2014
digital’s impact on the path to purchase
%
the future of retail is going to be different.
1. Digital Signage
2. Empowered Associates
of in-store purchases via mobile in U.S.
3. Tools for Consumers
3. Tools for Consumers
people want to interact in a different way in stores…
59%52% 51% 48% 47%
24%
28% 27% 28%
33%
17% 20% 22% 24%20%
Sources: Deloitte Digital: “The New Digital Divide: Retailers, shoppers, and the digital influence factor” 2014Motorola “Holiday Shopping Study” 2014
people want to interact in a different way in stores…
Sources: Deloitte Digital: “The New Digital Divide: Retailers, shoppers, and the digital influence factor” 2014Motorola “Holiday Shopping Study” 2014
59%52% 51% 48% 47%
24%
28% 27% 28%
33%
17% 20% 22% 24%20%
50% of consumers think they are better informed than store associates
5%of in-store purchases influencedby mobile in 2012
19%of in-store purchases influenced
by mobile in 2013
Sources: Deloitte Digital: “The New Digital Divide: Retailers, shoppers, and the digital influence factor” 2014
4. Digital Interactivity
54%of consumers would like to use digital touch-screens while shopping…Sources: Cisco, 2013
5. The Smarter Store.
LOCATION. WIFI, SONIC, LED PULSING, BLE, MAGNETIC TRACKING…
MERCHANDISING. VIDEO ANALYTICS, RFID, INFRARED
AUTHENTICATION. IBEACON? NFC? BIO? VOICE?
INVENTORY INTELLIGENCE.UNIQUE ID TAGS, SMART SHELVES
5. The Smarter Store.
Online Sessionvs.
“Offline” Sessionweb-grade thinking to the physical world
Online “Session” Behavior
LANDING PAGE
LANDING PAGE
SEARCH/BROWSESEARCH/BROWSE
SEARCH RESULTSSEARCH RESULTS
ADD TO CART
ADD TO CART
PURCHASEPURCHASE
PRODUCT DISPLAY
PAGE
PRODUCT DISPLAY
PAGE
In Store “Session” Behavior
ENTERENTER
SEARCH/BROWSESEARCH/BROWSE
LOCATELOCATE
ADD TO BASKETADD TO BASKET
BUYBUY
GATHER INFO
GATHER INFO
In Store “Session” Behavior
ENTERENTER
SEARCH/BROWSESEARCH/BROWSE
LOCATELOCATE
ADD TO BASKETADD TO BASKET
BUYBUY
GATHER INFO
GATHER INFO
mobile. geo-notifications to pull you in; fulfillment features like ISPU, ROTIS appointments, to bring you in
associate. pre-visit email, MMS, SMS, deals/campaigns to top clients, traffic-shaping opportunities…
physical. Activated store windows (high brightness), interactive storefront (TouchFoil, IR Frame, Laser-Sweep, IR web), directional speakers
data collection. Infrared tech (KINECT) Webcam parsing (AIM Suite), 3D Sensors (Panasonic D Imager, discont.)
In Store “Session” Behavior
GATHER INFO
GATHER INFO
SEARCH/BROWSESEARCH/BROWSE
ADD TO BASKETADD TO BASKET
BUYBUY
LOCATELOCATE
ENTERENTER mobile. virtual welcome via mobile, inspiration, curated deals/offers/events
associate. top customer identification + VIP treatment… at least save Pareto’s #1! (or know they don’t want to be bothered)
physical. interactive directory, “look-book”” touch screen or digital signage. RFID infrastructure to optimize merchandising?
data collection. infrared tech (Ava Retail), video parsing + analytics (e.g. Prism Skylab), bio-authentication (face, voice, feet, gait) – can you capture session information?
hyperlocation
In Store “Session” Behavior
GATHER INFO
GATHER INFO
SEARCH/BROWSESEARCH/BROWSE
ADD TO BASKETADD TO BASKET
BUYBUY
LOCATELOCATE
mobile. in-store experience native app using hyper-local geofence (beacon, audio barcoding, LED encryption), pushed mobile web location (magentic fingerprinting via IndoorAtlas)
associate. inventory lookup app (hint: customers don’t like shoulder browsing), AOS for S2S or S2H
physical. in-store way-finding and/or directory – perhaps a digital lookbook which directs customers to items..
data collection. eye-tracking – intent vs. conversion per product? – in addition to the items from before
| touch wall.
In Store “Session” Behavior
GATHER INFO
GATHER INFO
ADD TO BASKETADD TO BASKET
BUYBUY
LOCATELOCATE
mobile. add to virtual “wish-list” or persistent cart, facilitate social share/voting for verification
associate. CRM database w/ previous fit/interests, algorithmic suggestions re: cross-sell, merchandising, 1:1 deals specific to consumer
physical. digital descriptors (price/reviews on e-paper tags!), interactive fitting room (MemoMi – 360 pictures), rich-content, “magic mirror” (UNIQLO), pictures/recordings for later?
data collection. product movement vs. purchase, associate tracking, SKU velocity
FaceCake: Augmented Reality
In Store “Session” Behavior
BUYBUY
GATHER INFO
GATHER INFO
mobile. self checkout: semi-unregulated (Apple…), regulated (RFID deactivation for anti-theft sensors), hands-free checkout (PayPal… duuuh), bio-auth checkout (finger, voice, face, hand, eye, etc)
associate. mPOS…. + delivery options like S2H, one-hour delivery
physical. self checkout kiosks, queue distribution software (Kroeger example of lift, Whole Foods)
data collection. double-blind connection between online and in-store accounts… easy loyalty integration, mobile pay connection
tech for thesake of techsolve real problems
path to purchase.
EMILY CULPSVP, eCommerce, Marketing, and Retail
The Question is How Do You Play in an Omni-Channel World?
Because she is already there
She doesn’t focus on the evolving landscape (only we do)
PURE PLAY
MULTI-CHANNEL
MA
RK
ET
PLA
CE
VE
RT
ICA
L
Store SocialMobile/Tablet & Apps
Site
She wants to seamlessly engage with and buy from our brand
We all acknowledge this isn’t reality
RECEIVE A MAILER
SEE AN ADLOOK AT A CATALOG
CALL 1-800VISIT A STORE
CONSULT SALES REP
CONTACT CUSTOMER
SERVICE
SIGN UP FOR
LOYALTY CARD
Linear | Predictable | Brand Controlled
“TRADITIONAL” PURCHASE JOURNEY
$
So the points keeping me up at night are how do we flawlessly execute this story?
Global Communication
Product Development
Retail Stores
Creative
DATA/Consumer Insights
Events
Sales
eCommerce
Our Job is to tell an omni-story that unfolds
Content Publisher=
LEADERSHIP
EXPERTISE
LINKAGE
COMMUNICATION
1
2
3
4
LEADERSHIPInnovate & Experiment across platforms
1
EXPERTISEMarketing, Retail Store, eCommerce etc.
2
LINKAGEOrg. structure is key
3
COMMUNICATIONConstant, Clear & Cross-Functional
4
And this requires an Omni-view of customer (data = not the boring stuff)
DAVE FINNEGANCIO and VP, Information and Interaction
Established in 1856. Americas oldest catalog company (Send over 70 million catalogs a year)
Over 1,700 employees in US\UK
Hundreds of Orvis Endorsed Guides, Dealers and Lodges throughout the world
Hundreds of Millions of digital interactions with Blogs, Podcasts, How to Fishing adventures and social media
Orvis donates 5% of its pretax profits to Conservation
Stores, Ecommerce and Catalog
Retail is a Storytelling Experience
Fly Fishing 101 – over 40,000 students since we started
“Sometimes Fly Fishing isn’t about Fly Fishing at all…”
Smile Map Mapping the Emotional Connection
ALAN WIZEMANNVP of Product
Leads the technology product teams
Responsible for the Target.com platform and mobile application portfolio
Team Members worldwide
Quick facts about Target
1,795
130
37
3
361,000
Stores in the United States
Stores in Canada
Distribution Centers in the United States
Distribution Centers in Canada
Our stores are at the center of our guests’ lives
Mobile is helping shape our store’s future
Technology is helping us redefine how our stores operate
“Omni-channel” is the convergence of digital and stores
What the future holds
Digital driven stores
On-demand ordering and price matching on any product
Personalized guest journeys
“Opt-Out” personal commerce experiences
Service-based commerce and sharing-based fulfillment
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2
3
4
5
#digistore | #shoporg14
DO YOU NEED A PHYSICAL STORE?
