discover how to create a synergy between instore and online customer experience

1. Mobile tagging: version 0.5 of
the connected store?
20/03/2013
Marc Vanhoutteghem – Managing Partner

2. Shopping
Shopping is an activity in which a
customer browses the available goods or
services presented by one or more
retailers with the intent to purchase a
suitable selection of them.

3. Source: Accenture Multichannel Consulting

5. Omni-Channel Retailing is very similar to
and an evolution of, multi-channel retailing,
but is concentrated more on a
seamless approach to the
consumer experience through all
available shopping channels, i.e. mobile
internet devices, computers, bricks-and-
mortar, television, catalog and so on

6. MESSAGE
Sender Receiver
FEEDBACK
CUSTOMER
Brand EXPERIENCE Customer
ENGAGEMENT
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8. offline online
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9. offline online
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11. When “everything” is a media
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13. What is Mobile Tagging used for?
Transformation
Source : pfsk
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14. What is Mobile Tagging used for?
Information Gathering
Source : pfsk
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15. What is Mobile Tagging used for?
Service
Source : pfsk
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16. Mobile tagging in a nutshell
Action/Purchase
Source : pfsk
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20. Mobile tags
“Mobile tags act as a recognizable, customizable and
easily integrable visual stimulus to accelerate and
facilitate an immediate, sharable and measurable
interactive consumer experience between offline and
online media.
It offers an opportunity to create original and uniquely
memorable consumer experiences that can
consciously or unconsciously influence the consumer’s
decision process and reinforce the customer
relationship with the brand.”
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21. «Augmented reality (AR) refers to the technology that offers a real-
time view of one's immediate surroundings altered or enhanced by
computer generated information. When users examine their
environment through AR devices, they see information superimposed
on the objects around them».
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22. Opportunity for retailers
The mobile phone presents a unique
opportunity for retailers who wish to create a
conversation with their customers.
Interactive and relevant way to provide
personalized marketing based on the
customer’s location, the time of day and
previous interactions.
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23. offline online
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24. Source : Diesel

25. Source : C&A

26. Threads for retailer
Showrooming
“Showrooming is the consumer trend of using
retail stores as showrooms to view, touch and
try products, but then buy – usually with the
aid of a smartphone – wherever the best value
can be found.”
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27. Connected store
Key trends for retailers
• Assistive Retailer Technology (ART) to
help retailers sell smarter
• Assistive Consumer Technology (ACT) to
help customers shop smarter
• “Retailtainment” technology to enhance
the in-store experience through
entertainment
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28. Connected store
Assistive Retailer Technology
• Help shop-floor sales teams sell smarter
• Help customers shop smarter
• Brand building
• Creating retail experiences worth coming back
to and worth talking about.
Sales App for tablet PCs supports the
sales team by displaying a complex
product world and creating additional
sales arguments.
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29. Connected store
Assistive Consumer Technology
• Customers can use POS tablet stations
throughout the store to call sales assistants for
help.
• They can scan products with their own devices
to get more information and see user
reviews…
In fashion chain C&A stored, the number
of social ‘Likes’ products have received
are displayed on connected hangers.
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30. Connected store
« Retailtainement »
• Technology designed, not to assist customers,
but to entertain them.
• Shopping can be seen as a task or a chore, but
it is also an activity closely connected with
leisure, diversion and entertainment.
• Stage entertaining brand experiences.
Retailtainment app for stores stocking
Jägermeister, where customers challenge
other customers to a branded tablet game.
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31. Connected store…
Can help in three ways:
• Meeting the demands of a new generation of
“connected customers”
• Solving the problem of “showrooming”, in
which sales are lost online
• Brand building, by delivering differentiating
and store experiences that create value for
which customers are prepared to pay a
premium.
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33. Source: Tesco
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34. Source: Cisco IBSG, 2011 34

35. Boutique Karl Lagerfeld à Paris
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37. But the connected store…
remains a store !
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38. But the connected store
Key factor of success
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39. Shopping
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