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+ Follow Mobile Centric Innovation on the Luxury Shopping Journey by Nuno Santos on Oct 10, 2012 278 views The deck focuses on using mobile technology to innovate and accelerate customers luxury goods shopping journey. We use the principles of calm technology to accelerate the journey: Rather than immersing the customer in adds, data and choices, we use mobile to collect information, deliver content and being the bridge to immersive experiences in-store. Adaptation for print of the deck with the same title presented at a luxury innovation session.
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Mobile Centric
Innovation on the Luxury Shopping JourneyNuno SantosBrandEmotivity - Global Partner, Head of Strategy
Paris, 9 October 2012
“... Next comes ubiquitous computing, or the age of calm, when technology recedes into the background of our lives...”
Mark Weiser, 1996
Luxury Brands - Shopping Journey
Cyclic
Serendipitous
SearchSelect Buy Amplify
Attention Intention Interaction
ReSearch
From Physical to Digital Shopping Journey
Attention Intention Interaction
Advertising MallsHigh-Streets In-Store
Everywhere Immediate Permanent
Risk to Luxury Brands
Everywhere Immediate Permanent
Adverts in every medium. Barrier to
attention. Insignificance.
Privacy invasion.
No time to consider. Poor
experiences. poor interaction
mechanisms.
No effective curation. Social
everywhere. Dependency on
friends.
Possible Regret. Uncertainty. No ritual
equals no value.
No paper shopping bag, no
value. Conspicuous consumption. Flood
of sharing.
Lack ofAttention
VagueIntentions
No Experience, No StorytellingBrand Dilution
Overspending Unqualified Sales Leads
Loss of Sales,Sales to the wrong Customers
A new approach to the Digital Shopping Journey
Attention Intention Interaction
Intelligent Attention Capturing. Contextual Advertising
Search / ReSearch
On Demand.Intelligent,
personalised.
Curation from Selected Influencers
The product fits Perfectly.
It is “made for me”.
Amplify experience of Usage, not of
buying.
RightSpending
Qualified Leads
Luxury Experience at the crossing of Digital and Physical worlds
Contextual Personalised Immersive Technology / In-Store Experience
Extending the experience management
Attention.
Contextual Advertising
Intention.
Reactive Personalised Results
Interaction.
Immersive In-Store Digital Experiences
Customer Data and Experience Management
Localised Socialised
Augmented
Prestigious
Interactive
Personalised
Browse
Talk
Save
Query
Decide Buy Amplify
Vibration
Loudspeaker
GPSAccele-rometer
Gyroscope
Wi-Fi
Camera Bluetooth
Memory
Voice Control
Video
Smartphones bring the age of Ubiquitous Computing
Smartphone.
UbiquitousComputing
3G/4G
Shopping Journey - AttentionMobile enabled Contextual Comms
AugmentedAdvertising
SocialRelevance
LocalRelevance
Action
Community
Influence
Mobile as the tool to Interact with Adverts (eg. Add to Wish Lists; Discover more Content; ...;)
Mobile as the tool to put the Advert in Social Context
(eg. See people on my network
that “wish” that product; etc)
Mobile as the tool to put the Advert in
Local Context
(eg. Where to find the product, how is the product trending
locally, etc)
Shopping Journey - IntentionPersonalised Results
User
Data and PersonalisationEngines
ReSearch
SearchEngine
SocialSearch
VisualSearch
GeoSearch
PersonalisedResults
InfluencersValidation
FitValidation
StockValidation
Collect user data at every point and platform
of interaction
Provide the user with the right personalised choices
and results, “invisibly”
Shopping Journey - InteractionMobile enabled Immersive In-Store Digital Experiences
Interaction.
Immersive In-Store Digital Experiences
Customer Data and Experience Management
Decide Buy Amplify
Automatic “check-in”,
Shop-Assistant Interaction,
“how it looks” walls,Digital fit, Social
Validation
Enable the shop-assistant, “kill-the-till”,
associated products up-sell, reserve, deliver.
Share the usage experience. Becoming a “club
member”. “Augment the usage” - use better.
Educate. Inform. Amplify.
Mobile - Bridging the physical and digital journeys
Cyclic(Using mobile for predictive
product needs through comms regularity)
Serendipity(Mobile as a medium to interact, augment, and contextualise Adverts)
Search(Mobile as the immediate tool for search about the
attention subject)
Decide(Mobile as the in-store tool to
Validate - after Social and Cultural context)
Buy(Effectively make the
transaction)
Amplify(Influence other customers or
potential customers)
Attention Intention Interaction
ReSearch(Mobile as the medium for
Social and Cultural Contextualizition)
Mobile Integrated with customer data and digital in-store experiences
Mom
ent
Activ
ityM
ediu
m
in-Store
(Mobile as the tool to enrich the decision experience in-Store)
(Mobile as a payment, identification, loyalty,
identifier)
(Mobile as the platform of usage / satisfaction follow-up and social
amplification)
PrintDigital DisplayPaid Search
(...)
Visual SearchSocial SearchLocal Search
(...)Apps
Interaction with AssistantInteraction with in-store Digital Experiences
Interaction with products and “shelves”(...)
