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6 Hyper Island Digital Media'12 Students' research on the future of fashion retail, using the case study of world's fashion retail giant -H&M.
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i nformation society / / retail
retailstudying
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i nformation society / / retail
introduction
This report seeks to understand the forces of change and provide a framework in which we can envision this new future of the retail world.
We will explore this future from the perspective of brands, shoppers, retailers, and communities, highlighting how technology and our senses play a role in the retail experience both in and out of the store.
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i nformation society / / retail
the
brief
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i nformation society / / retail
identifyupcoming digital trends
explorenew (digital media) possibilities.
learnthe business,heed advices from the top digital maestros, and TEAMWORK.
observebusiness's current innovation, social behavior and interaction between them.
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i nformation society / / retail
TO SIMULATE OUR RESEARCH, WE PICKED A CLIENT
TO WORK WITH.
YES, LIKE A CASE STUDY.
WE DECIDED TO CHOOSE...
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i nformation society / / retail
WHY?6
i nformation society / / retail
Because they are the largest fashion retailer
Thus, the challenge is to
take a huge company that are growing by
the minute to be
to the consumers.more personal
in the world.
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i nformation society / / retail
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i nformation society / / retail
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i nformation society / / retail
H&M’SCURRENT DIGITAL INNOVATION
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i nformation society / / retail
the future
consumer
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i nformation society / / retail
thepower
of me
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i nformation society / / retail
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i nformation society / / retail
We are more and more used to getting information the second we want it. ”
“ We are shifting towards post-modernistic values where job, satisfaction, portfolio careers and empowerment of the individual are core values in life. ”
“
Most of our time is spent focusing on our own time and needs, and time is precious to us. The future consumers are not just groups, but groups of people with individual mindsets. ”
“We are becoming increasingly focused on ourselves. The web has made us information empowered and a growing factor in our lives is purchases convenience.”
“
CONVERSATIONS
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i nformation society / / retail
what will
change the way
you shop ?
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i nformation society / / retail
the
future
ofretail
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i nformation society / / retail
key learnings
to the future
of retail
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i nformation society / / retail
in-storeexperience
Creating a flexible in-store environment through design,
product offerings and promotions, ensures that
each visit will feel like a brand new experience.
connectivityIncreased access to the mobile web is freeing the retail experience from the confines of the physical and traditional online environment, allowing shopping to take place virtually anywhere.
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crosscollaborationsLeveraging collaborations based on aspects such as locale or cultural touchstones, maintains a brand's relevancy in the eyes of the customer.
collectivedecisions
Whether physically or through connected
technologies, shopping is still best experienced socially.
i nformation society / / retail
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i nformation society / / retail
integrationPhysical stores should connect with their
online presence to encourage alignment of brand awareness.
complimentarycurationIntroducing likeminded products and services into standalone retail environments shows customers that a brand is confident in their core offering and looking to further enhance the in-store experience.
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i nformation society / / retail
creatin
g
conver
satio
ns
Brands must actively take part in the conversation, otherwise their customers will do so without them. The introduction of connected
technologies into retail environments is changing the ways that stores are able to
provide customer service.techn
ology x
retail
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transparencyEmpower customers by
providing them with all of the tools needed to make an
informed purchase decision.
purchasingconvenienceIn the new customer-centric approach to retail, stores need to continually find ways to lower barriers to purchase and be prepared to make a sale whenever and wherever a customer is ready.
i nformation society / / retail
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i nformation society / / retail
observation:
Beyond an evolving the decentralized shopping experience, retailers must begin to contemplate the impact of digital media and the effects it is having on purchase decisions.
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“get in,get out”
Standing in line and waiting for your turn, gives you time to re-evaluate your purchase and end up not buying.
THECHALLENGE
i nformation society / / retail
PERSONALSERVICE FOR
allA big company should still always remember each and every customer counts.
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THECHALLENGE
i nformation society / / retail
Because quality of products also means quality of customer service.
fashionsuper-market?
digitalpresencehas lack of integration with their messaging in their physical stores.
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i nformation society / / retail
the
how
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instant
personal
social
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"An interactive concept that personalizes, socializes and simplifies the shopping experience, integrating both digital and analogue."
the web
rfid
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i nformation society / / retail
transparent lcd
interactive shopping windows displaying relevant information
physical “Likes”
applying the Facebook concept to brick and mortar
RFID customer cards
personal identification and response
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i nformation society / / retail
personalization
information can be placed into context when requested
brand-owned media
becoming and controlling the actual communication channels (e.g. apps)
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i nformation society / / retail
RFID
for customer and product identification
social media
using a limited form of crowd-sourcing to get results
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i nformation society / / retail
RFID
in support of automatic payment and for product identification
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i nformation society / / retail
personalization
using personal measurement profiles and other gathered user data to create a better customer experience
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i nformation society / / retail
Thank You.
WWW.SIXPINKELEPHANTS.COM
HYPER ISLAND DIGITAL MEDIA’12
GION TUMMERS MARTINE FONSTAD-SMITH MATTIS FORSMAN THERESE ALBERTSSON SIMON CARL GRANATH PEBBLES LIM
INFORMATION SOCIETY // AUGUST 2010
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