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Shopping2020 & digital future of retail HRO Emerging Media kick-o, February 17, 2015 Iskander Smit, @iskandr Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

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Page 1: HRO Emerging Media Iskander Smit

Shopping2020 & digital future of retailHRO Emerging Media kick-off, February 17, 2015 Iskander Smit, @iskandr

Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

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@iskandr

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©"Shopping"2020" 2"

Introducing&info.nl&Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."

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Hackathon Personal API

Labs

https://vimeo.com/91069015

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16 retail organisations 460 experts 19 research topics

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©"Shopping"2020" 3"

Members&of&the&expert&group&

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What are the relevant touchpoints connecting the retailer and the consumer in 2020?

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Will there be shopping streets?

GFK research Shopping 2020, 2013http://www.nrc.nl/carriere/files/2015/01/ANP-30771914-2048x856.jpg

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Collecting shopping impulses on the fly

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Refine and filter your collected ideas at ease

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Update your 3D fitting profile

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Plan to visit the experience store

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Have your personal fitting room

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Confirm the buy

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Shopping bags as profile carriers

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Touchpoint… is the moment of contact between consumer and retailer.

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©"Shopping"2020" 15"

Touchpoints&

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©"Shopping"2020" 17"

7&YEARS&AGO?&Predicting the future is hard

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© Shopping 2020 73

32%

31%

22%

10% 3% 15%

10%

33%

21%

9%

5% 3% 4%

Laptop Desktop TabletSmartphone Interactive/Internet television Glasses (e.g. Google Glasses)Smart watches Other devices

Total market: devices used in the future to make online purchases (expert forecast)

Distribution of online purchase channels (%)

Base: all experts who have given their vision on the total market and have evaluated a specific segment (n= 268)

2013 2020

FUTURE TOUCHPOINTS Laptops and desktops are believed to be replaced by tablets & phones Interactive TV will also gain market share (9%) but Smartware (watches and glasses) will remain small

70% online shopping = mobile

GFK research Shopping 2020, 2013

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174% growth shopping apps

Flurry Analytics 2015

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H&M scan and buy

Shopping app

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Wearables are taking off…

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a future inhabited by people

https://www.flickr.com/photos/paulk/4693602730

for whom the words “offline”, “online”

and “mobile” have become irrelevant

source:http://www.slideshare.net/yiibu/the-emerging-global-web

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The Internet of Everything

Sensoring all of our life

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Low entry VR; Samsung, Google Cardboard

New reality

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The You-Web

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Traditional app model

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Current notifications

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Notifications as separate layer

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Context of user (profiles)

Actions of user (sensors)

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Notification layer binds the devices into a context relevant service ecosystem

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https://www.youtube.com/watch?v=QrqZl2QIz0c

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Apple Pay integrated on Apple Watch

Instant hub

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six trends

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1. hyper personalisation

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trend 1

Hyper personalisation of all

Image: placed.com

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Editd runs ‘the world’s biggest apparel data warehouse’

Data service provider

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https://vimeo.com/46097693

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2. real experiences

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Local driven market hall

Real experiences balancing a data-driven world

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Even Heineken is local in Amsterdam…

Local is the new black

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Fab.

Social curation

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With Social Shop you buy via your friends

Social curation

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trend 2

Pop-up experiences

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3. hybrid shopping

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Hybrid shopping as default

h"p://www.youtube.com/watch?v=3CSXOWKSG98

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04

Key Takeaways Mobile search is the starting point. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store.

The retail landscape is evolving for all industries. Mobile use in stores is not category specific -  Nearly 2/3 of baby product shoppers compare prices in-store.

Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping

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. Research Google, 2013

Embrace showrooming

http://www.google.com/think/research-studies/mobile-in-store.html

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4. non-lineair journeys

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Hands-free shopping

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©"Shopping"2020" 38"

Asynchronous&customer&journeys&Forrester"

Asynchronous customer journey

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Net a Porter connects the TV runway to the webshop

Watch & shop

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5. retail in the cloud

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trend 5

Retail will be in the cloud

http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

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trend 5

Retail will be in the cloud

estimote.com

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Regentstreet in London, Bijenkorf Rotterdam

Beaconstreets

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6. store everywhere

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trend 6

The store is everywhere

Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

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Fancy Glass app combines curated shop with color exploring

Connected ecosystems

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Amazon Fire phone introduces scanning and buying

Everything Store

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1. hyper personalisation

2. real experiences

3. hybrid shopping

4. non-lineair journeys

5. retail in the cloud

6. store everywhere

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Possible futures

Scenario’s

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©"Shopping"2020" 48"

Four&scenarios&The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"

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Become a platform

Focus on dataThink beyond your own storeMake open relations

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Build a community

Value customer relationsBe an expertUse platforms for transactions

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retail as media

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labs.info.nl, Jules Holleboom, 2014

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product as platform

labs.info.nl, Jules Holleboom, 2014

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The digital future of retail: platforms and communities.

The store is everyewhere, Retail as media.

Iskander Smit, @iskandr

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Social commerce (the role of the promoter)Ubiquitous touchpoints (the shop everywhere)

Hyper personalization (wearables, 3D printing)

Hybrid shopping (omnichannel, retail in the cloud)

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Thanks!HRO Emerging Media kick-off, February 17, 2015 Iskander Smit, @iskandr

Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html