(Almost) Everything you want to know about Digital

(Almost) Everything you want to know about Digital

Digital Disruption

2005

2013

Digital disruptionDigital disruption refers to changes enabled by digital technologies that occur at a pace and magnitude that disrupt established ways of value creation, social interactions, doing business and more generally our thinking.

Disruption Past, Present, Future

Stimulus

Evaluation

Experience

Purchase

Advocacy

Yesterday

RadioPrint

TVBillboards

Inserts & Reviews

Trial & ErrorSampling

Big Box

Bricks & Mortar

Card

Cash Register

Printed Coupon

In Store Service

Word of Mouth

Media Reviews

Call Centre

Today

Social Media

Blogs

Digital Marketing

Shopper Marketing

Social Media

Targeted Promotions

Online ComparisonSocial Media

Experiential Stores

Ecommerce

Click & CollectPure Play

Wireless Card

EFT

Digital Coupon

eWallet

Phone Transfer

Barcodes

NFDRFID

Social Collaboration

Augmented Reality

Digital Assistant

Tomorrow

Small Format Stores

Integrated Retail Channels

Specialty 3D Printing

Mobile POS

Integrated POS

CashlessNFD

Biometrics

Integrated Channels

Muliti Return Points

Personalised Service

The Three Types of Digital Disruption

EconomicsAccess Performance

The Three Types of Digital Disruption

Access

Direct engagement and purchase between shoppers and suppliers

The Three Types of Digital Disruption

Economics

Ability to make many more transactions at lower unit values

The Three Types of Digital Disruption

Performance

Delivering better value through expanding physical, informational & digital properties

Access

Responses to Digital Disruption

Responses to Digital Disruption

Economics

Responses to Digital Disruption

Performance

Traditional Path to Purchase

Stimulus Purchase Experience

Traditional Path to Purchase

Stimulus Purchase(First

Moment of

Truth)

Experience(Second Moment of Truth)

Disrupted Path to Purchase

Stimulus Purchase(First

Moment of

Truth)

Experience(Second Moment of Truth)

(Zero Moment of

Truth)

Disrupted Path to Purchase

Stimulus Purchase(First

Moment of

Truth)

Experience(Second Moment of Truth)

Next Shopper’s ZMOT

(Zero Moment of

Truth)

Consumer Expectations on the Path to Purchase

Stimulus

Evaluation

Experience

Purchase

Advocacy

In-store theatre, but with similar content and information as that available online

Personal, guided shopping experience

Browsing and selection not limited to store itself. Ability to order anytime, anywhere

Use payment types in all channels: simple, secure, quick and flexible payment process

High levels of convenience, delivery anywhere, anytime

The Evolving Role of the Store

• Right product and stock

• Visual merchandising to increase basket value

• Grow loyalty through customer service

Drive sales

• Create a lifestyle experience

• Store theatre• Personalised

experiences• Customer service

Be a brand & product

showcase• Store is a

destination to augment the brand experience

• Limitless range• Empowered store

assistants• Technology as an

enabler• Connected stores

for connected consumers

What does this mean within the

store?

The store as a Destination

Use of radio-frequency identification technology (RFID), which triggers related catwalk footage when some products are taken into a fitting room, or near a video screen.

Stores use touch screens and kiosks to allow customers to order for delivery to shop or home, access to a wide product range with less need for floor space

Limitless Range

Shoppers can see what other people like providing them with cues.

Store as an enabler

Nordstrom uses mobile POS devices in its stores to enable staff to check out customers anywhere in its stores, and cut the queues down. 

Empowered Store Assistants

Connected stores for connected consumers

What’s Next?

• Continued change is inevitable• Need to think about the shopper

experience holistically• Digital is as much a part of the

experiences we design as furniture, pillars or packaging

Any Questions

?