digital thinking on retail - keynote interzoo summit

Download Digital Thinking on Retail - keynote Interzoo Summit

Post on 11-Aug-2014

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A presentation on how digital is transforming the rules of retail and how we should rethink marketing, advertising and campaigning.

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  • DIGITALDISRUPTION INRETAILDesigningretailinthedigitalera
  • THESALESFUNNELISDEAD Digitalisarevolutioninbuyingbehavior,notinmedia
  • THEBIGGESTDIGITALDISRUPTIONINRETAIL is note-commerceassuch,butwindowshoppingandsame-daydelivery
  • AMAZONISALREADYINPETFOOD, ZALANDOWILLCONSIDERIT Amazonoutperformseveryoneonprice,digitalfootprintandcustomerservice (ReadthisMcKinseyRadarfortheE-commercemarket)
  • DISRUPTIVEBUSINESSMODELS Themakermovementistoproductionwhat bloggingwastothepublishingindustry
  • CURATIONOFUNIQUEPRODUCTS Curationisthenewashsale
  • DISRUPTIONINTHESERVICEINDUSTRY byunlockingtheincrediblepotentialofconnectedpeople
  • RETAILERS DISRUPTMEDIA HiredtopeditorialteamfromHarpersBazaar 1million+Facebookfans 328.000followersonInstagram 1,78milliondownloadsfortheapps ! Contentbuildstheaudience Verydiversecontactstrategy Incrediblepersuasivedesign
  • DIGITALRETAILISALLABOUTCONVERSION Everydigitalplayerisobsessedwith convertingreachintocontactandcontactintosales
  • WHATTHISMEANSFOR ADVERTISING,BRANDING ANDCAMPAIGNING
  • ITSNOTTHEWEBSITE,ITSTHEOBJECT 90%ofallshoppingishappeningoutsidethewebsite.
  • (Reeds law) STUMBLINGISTHENEWSEARCHING sophotographyanddesignismoreimportantthanever
  • (Reeds law) STUMBLINGISTHENEWSEARCHING sophotographyanddesignismoreimportantthanever
  • SUPERMARKETMODEL VSRETAILMODEL Mostwebshopsfailtostepoutside thesupermarketparadigm
  • BUILDCONVERSATIONINTOTHEPRODUCT Designforexcitementandforsharing
  • BEHAVIORISTHENEWBRANDING andltersarethenewbrandbuilding
  • (Reeds law) WHATIFTHEDEALISTHENEWNORM? Designforuncomparability
  • TACTICSISTHENEWCREATIVE
  • GETMANIACALABOUTPERSUASIONDESIGN Peoplecanonlyunderstandrelativevalue,notabsolute. Anchoringispropablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)
  • DESIGNISSTRATEGY Everyletter,everye-mail,everywebsiteistheonlyinterfacethroughwhich customerstouchuponthestrategy.Strategiststendtoundervaluethis.
  • DISRUPTINGTHEINTERNETOFWITHTHINGS VS Link
  • BUSINESSMODELS FORTHENETWORKEDWORLD www.Paybacksweater.com BaconSprinkelsonKickstarter
  • THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL, NOTTECHNOLOGICAL RorySutherland,TedxAmsterdam
  • THREEAREAS YOUNEEDTO MASTERTODAY
  • 1.BEHAVIORALDESIGN Behavioraleconomics,persuasiondesign,
  • http://codingconduct.cc/Don-t-Play-Games-With-Me http://www.slideshare.net/dings/pawned-gamication-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.GAMEDESIGN Gamedesignisnotaboutfun.Itsaboutdesigningbehavioranddesigning interestingchoices(SebastianDeterding)
  • Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel What dierentiates digital thinking CMOs from their analog colleagues is aggressive experimentation sue.am/18VGURy 3.LEANSTART-UP
  • Howdoyoudo? tom@sueamsterdam.com 0655360771