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Shopping 2020 for Retail 2030 course

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For the course Retail 2030 of Rotterdam University of Applied Sciences and Willem de Kooning Academy I presented a updated version of the research of Shopping 2020 expert group Future Touchpoints.

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Shopping 2020 for Retail 2030 course

  1. 1. Shopping2020 & digital future of retail September 9, 2015 Iskander Smit, @iskandr Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
  2. 2. Iskander Smit | @iskandr
  3. 3. ©"Shopping"2020" 2" Introducing&info.nl& Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."
  4. 4. Digital Strategy Digital Services Digital Marketing Online platforms Lean Service Design Agile (content) marketing API with rich apps Lean UX, Scrum, Devops Platform architecture Managed services
  5. 5. Hackathon Personal API Labs https://vimeo.com/91069015
  6. 6. AMS
  7. 7. 16 retail organisations 460 experts 19 research topics
  8. 8. ©"Shopping"2020" 3" Members&of&the&expert&group&
  9. 9. What are the relevant touchpoints connecting the retailer and the consumer in 2020?
  10. 10. Touchpoint… is the very moment of contact between consumer and retailer.
  11. 11. ©"Shopping"2020" 15" Touchpoints&
  12. 12. ©"Shopping"2020" 17" 7&YEARS&AGO?& Predicting the future is hard
  13. 13. 32% 31% 22% 10% 3% 15% 10% 33% 21% 9% 5% 3%4% Laptop Desktop Tablet Smartphone 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 (%) 2013 2020 70% online shopping = mobile GFK research Shopping 2020, 2013
  14. 14. Mobile shopping Flurry analytics
  15. 15. Wearables are taking off…
  16. 16. a future inhabited by people for whom the words “offline”, “online” and “mobile” have become irrelevant source:http://www.slideshare.net/yiibu/the-emerging-global-web
  17. 17. The Internet of Everything Sensoring all of our life
  18. 18. The You-Web
  19. 19. Traditional app model
  20. 20. Notification layer binds the devices into a context relevant service ecosystem
  21. 21. https://www.youtube.com/watch?v=QrqZl2QIz0c
  22. 22. six trends
  23. 23. 1. hyperpersonalisation
  24. 24. trend 1 Hyper personalisation of all Image: placed.com
  25. 25. Editd runs ‘the world’s biggest apparel data warehouse’ Data service provider
  26. 26. https://vimeo.com/46097693
  27. 27. 2. real experiences
  28. 28. Local driven super market Landmarkt Real experiences balancing a data-driven world
  29. 29. Kies een leuke achtergrondkleur Immersive experiences
  30. 30. Fab. Social curation
  31. 31. With ASAP people can share their fashion catches and get styled Social curation
  32. 32. trend 2 Pop-up experiences
  33. 33. Ephemeral media Snapchat, Periscope, Snapchat, Taptalk, Beme
  34. 34. 3. hybrid shopping
  35. 35. Hybrid shopping as default http://www.youtube.com/watch?v=3CSXOWKSG98
  36. 36. 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
  37. 37. 4. non-lineair journeys
  38. 38. Hands-free shopping
  39. 39. Asynchronous customer journey
  40. 40. Net a Porter connects the TV runway to the webshop Watch & shop
  41. 41. Frictionless Disney magic bands
  42. 42. 5. retail in the cloud
  43. 43. trend 5 Retail will be in the cloud http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg
  44. 44. trend 5 Retail will be in the cloud estimote.com
  45. 45. Amazon Fire phone introduces scanning and buying Everything Store
  46. 46. Bots as intermediair Making personalisation tangible Google, Siri, Cortana Conversational UI
  47. 47. 6. store everywhere
  48. 48. trend 6 The store is everywhere Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
  49. 49. Fancy Glass app combines curated shop with color exploring Connected ecosystems
  50. 50. Amazon Dash Everything Store
  51. 51. Mono functional retail Amazon Dash
  52. 52. Touchpoints: emerged moments of intent Permission based profiling to be relevant in Shopping will be social, hybrid, asynchronous and continuously We will be using a mix of devices next to each other Relations can be built on curated true experiences
  53. 53. Possible futures Scenario’s
  54. 54. What is the role the store takes as part of the process of buying? From self organizing customers to delegated interactions. What is the approach to data? From trust and embedding in our life, to a movement to less (shared) data.
  55. 55. ©"Shopping"2020" 48" The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"
  56. 56. Become an API Focus on data Think beyond your own store Make open relations
  57. 57. Build an community Value customer relations Be an expert Use platforms for transactions
  58. 58. retail as media
  59. 59. labs.info.nl, Jules Holleboom, 2014
  60. 60. product as platform labs.info.nl, Jules Holleboom, 2014
  61. 61. labs.info.nl, Jules Holleboom, 2014
  62. 62. labs.info.nl, Jules Holleboom, 2014
  63. 63. The digital future of retail. It is all about platforms and communities. Retail as media. Iskander Smit, iskander@info.nl, @iskandr, 06-24532388

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