case study: using digital to create luxury retail experiences

Proprietary & Confidential. © 2014 R/GA All rights reserved.

Using Digital to Create Luxury Retail Experiences

David WomackExecutive Creative Director, Mobile and Social Platforms


Why is mobile important to retail?

90%Of smartphone shoppers use their phone for pre-shopping activities

84%Of smartphone shoppers use their devices to help shop while in store

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


Why is mobile important to retail?


eCommerce


eCommercemCommerce


eCommercemCommerceRetail sales


So what is mobile good for?


Bridging online and offline to create a seamless experience

WEB RETAIL


Bridging online and offline to create a seamless experience

WEB RETAIL

MOBILE


01

Engagement Ring Finder and Retail App


Engagement Ring App


Ring Finding


Making an appointment


Our #1 complaint


The Retail App


Appointment Details


Customer History


Being seamless is complicated


Is there a book for that?


02

From Seamless to Serendipitous


What is a beacon?


The New Couponing


Adding value to the experience


From web to app


App notifications


From appto web


Customer adds item to wishlist


Customer walks past store


Relevant Products Chosen


Customer is notified


In-store Analytics


From retail to digitalObserving in-store behavior to drive online recommendations


03

Digital in Retail: Considerations


1. Digital will deeply impact retail shopping.

2. Mobile can play a key role in the purchase cycle, but probably not as the point of purchase.

3. Simple retail experiences involve a lot of variables, including pesky humans.

4. Don’t disregard beacons because the initial implementations are uninspired.

case study: using digital to create luxury retail experiences

Business