topic: creating an omni-channel vision for a retailer and the role of digital signage
DESCRIPTION
Los avances en la tecnología digital están provocando un cambio radical en el comportamiento de compra del consumidor. Los canales de acceso de los clientes se multiplican a la hora de ejecutar una compra, dando lugar a la exigencia de que todos estos canales funcionen a la perfección para hacer marca. Tampoco podemos olvidarnos de la comunicación digital. Ponente: Steven Keith Platt, Director e investigador del Instituto Retail Platt.TRANSCRIPT
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Steven Keith Platt
Platt Retail Institute
29 May 2013
Omni-channel está alterando el panorama retail
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Los dias de la tienda retail tradicional está llegando a su fin
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Los clientes ya no siguen un único camino para comprar, ahora hay muchos y diferentes
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Source: Forrester
Source: Google
¿Es omni-channel realmente importante?
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Omni-Channel es un elemento de cambio global – Con la llegada de la era digital, el consumidor necesita y quiere evolucionar rápidamente y los retailers de éxito, también mejoran sus capacidades mediante el Omni-channel para responder a la demanda e incluso anticipar y liderar, las tendencias. Fuente: Cintybank
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Source: Aberdeen Group
¿Cúal es el problema?
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Source: RIS News' Sixth Annual Cross-Channel Tech Trends Study
Más dinero, más dinero, más dinero
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Estudio Platt Retail Institute (PRI ) : adopción omni-channel
Retailers $500 M+
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Funcionalidad Omni-channel
Source: RSR Research
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Impedimentos para la adopción
Source: RSR Research
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Source: Deloitte & Touche
Los beneficios
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Source: Deloitte & Touche
Los resultados
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Del digital signage a la comunicación digitalIm
pact
Time
Yesterday: Single Application Deployments
Today: Multi Application Systems
Today and Tomorrow: Multiple devices and multiple applications create a large scale and interactive communication platform
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Aplicaciones Digital signage
Redes de comunicación digitales se utilizan para:- Way finding- Entretenimiento- Publicidad, comercialización y soporte de ventas- Información y comunicación corporativa- Comunicaciones de emergencia
Se encuentran:
- En todo el mundo
- Interiores y exteriores
- En numerosos mercados verticales
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Restaurantes fast food (QSR)
menu-boards digitales Entretenimiento en
área restaurante Test-marketing
nuevos productos Comunicación interna
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Elisa shopit
Compras interactivas Video wall
interactivos Comparativas de
productos a través de etiquetas RFID
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Hospitality
Way finding Señalización salas reuniones Integración móvil
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Entretenimiento
Complejos de cine con 85 años de antigüedad
Armarios personalizados
Despliegue inalámbrico
Publicidad, eventos, mensajes especiales
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Cruceros
Way finding Promoción de la actividad Sugerencias de menú
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Hershey’s Chocolate World – especialista retail
Vídeo wall interactivo de control de gestosJuego interactivo, con refuerzo positivo
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Famous footwear–especialista retail
Combinación de señalización y vídeos estándar- Señalización promocional en escaparates
–Marca: mediante pantallas más grandes en las tiendas
–Video informativo con temas detallados como la investigación de zapatos
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Call center
Monitorización del rendimiento
Mensaje broadcasting
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Casino – gaming
Jackpots– Monopostes– Video walls
Máquinas
tragaperras Way finding Menu boards
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Agencia de viajes
Video-wall Branding:
– Aventura– Tecnología
punta Datos en directo:
– Tiempo– Previsiones– Tweets– Precios– Promociones
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Automoción
Nuevo concepto de tienda: los coches se venden en centros comerciales
Target: jóvenes, amantes de la tecnología Configura tu propio coche
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Beneficios para el cliente
Mejora de la experiencia de los clientes, visitantes, estudiantes, empleados, etc
Oportunidad de ingresos (con publicidad o a través del aumento de las ventas)
Bajos costes de comunicación Mejora de la imagen de marca / comunicación
constante Conformidad
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Retos
Business case La evolución de las necesidades del cliente /
escalabilidad Contenido Integración Omni-channel
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¿Preguntas?
Steven Keith Platt
Director and Research Fellow
Platt Retail Institute