digital thinking on retail - keynote interzoo summit

DIGITAL DISRUPTION IN RETAIL

Designing retail in the digital era

THE SALES FUNNEL IS DEADDigital is a revolution in buying behavior, not in media

THE BIGGEST DIGITAL DISRUPTION IN RETAILis not e-commerce as such, but window shopping and same-day delivery

AMAZON IS ALREADY IN PET FOOD, ZALANDO WILL CONSIDER IT

Amazon outperforms everyone on price, digital footprint and customer service (Read this McKinsey Radar for the E-commerce market)

DISRUPTIVE BUSINESS MODELSThe maker movement is to production what

blogging was to the publishing industry

CURATION OF UNIQUE PRODUCTSCuration is the new flash sale

DISRUPTION IN THE SERVICE INDUSTRYby unlocking the incredible potential of connected people

RETAILERS DISRUPT MEDIA

Hired top editorial team from Harper’s Bazaar 1 million+ Facebook fans 328.000 followers on Instagram 1,78 million downloads for the apps !

Content builds the audience Very diverse contact strategy Incredible persuasive design

DIGITAL RETAIL IS ALL ABOUT CONVERSIONEvery digital player is obsessed with converting reach into contact and contact into sales

WHAT THIS MEANS FOR ADVERTISING, BRANDING AND CAMPAIGNING

IT’S NOT THE WEBSITE, IT’S THE OBJECT90% of all shopping is happening outside the website.

(Reed’s law)

STUMBLING IS THE NEW SEARCHINGso photography and design is more important than ever

(Reed’s law)

STUMBLING IS THE NEW SEARCHINGso photography and design is more important than ever

SUPER MARKET MODEL VS RETAIL MODELMost webshops fail to step outside

the supermarket paradigm

BUILD CONVERSATION INTO THE PRODUCT Design for excitement and for sharing

BEHAVIOR IS THE NEW BRANDINGand filters are the new brand building

(Reed’s law)

WHAT IF THE DEAL IS THE NEW NORM?Design for uncomparability

TACTICS IS THE NEW CREATIVE

GET MANIACAL ABOUT PERSUASION DESIGNPeople can only understand relative value, not absolute.

Anchoring is propably the most evil force in todays economics (e.g. McDonalds 2.3 million claim)

DESIGN IS STRATEGYEvery letter, every e-mail, every website is the only interface through which

customers touch upon the strategy. Strategists tend to undervalue this.

DISRUPTING THE INTERNET OF WITH THINGS

VSLink

BUSINESS MODELS FOR THE NETWORKED WORLD

www.Paybacksweater.com Bacon Sprinkels on Kickstarter

“THE NEXT REVOLUTION WILL BE PSYCHOLOGICAL, NOT TECHNOLOGICAL”

Rory Sutherland, TedxAmsterdam

THREE AREAS YOU NEED TO MASTER TODAY

1. BEHAVIORAL DESIGNBehavioral economics, persuasion design,…

http://codingconduct.cc/Don-t-Play-Games-With-Me

http://www.slideshare.net/dings/pawned-gamification-and-its-discontents

http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)

When a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero.

2. GAME DESIGNGame design is not about fun. It’s about designing behavior and designing

interesting choices (Sebastian Deterding)

Executing the strategy and achieving failure versus experimenting, optimizing and discovering the business model

“What differentiates digital thinking CMOs from their analog colleagues is aggressive experimentation” sue.am/18VGURy

3. LEAN START-UP

How do you do? tom@sueamsterdam.com

06 553 60 771