In de presentatie wordt ingegaan op de aanbevelingen van de werkgroep "Selection" van het onderzoeksprogramma Shopping 2020. Meer specifiek op wat retailers nu al zouden moeten doen om de steeds kritisch wordende klant te helpen bij het selecteren van producten en diensten. Bij het maken van een keuze voor een bepaald product of dienst worden gepersonaliseerde, relevante en accurate informatie en slimme hulpmiddelen zoals interactieve spiegels en klantherkenning steeds meer de norm. In de presentatie wordt ook ingegaan op hulpmiddelen voor retailers zoals kernvragen, handvaten, best practices, technologieen en boodschappenlijstjes. Over de spreker: Jerry heeft langjarige consulting ervaring met retail en wholesale bedrijven over de hele wereld. Voor IBM Benelux is Jerry de SME die betrokken wordt als het gaat om complexe vraagstukken die verband houden met bijvoorbeeld de planning en implementatie van omnichannel initiatieven, het opstellen van roadmaps en het identificeren van relevante retail trends. Smarter Commerce is het IBM initiatief dat een aantal oplossingen rondom naadloze omnichannel combineert en waar Jerry uiteraard ook bij betrokken is. Jerry studeerde rechten aan de Universiteit van Utrecht en behaalde zijn MBA aan Nyenrode Universiteit.

1. In 2020 verwacht de
consument (meer) maatwerk
Expert Group Selection
April 2014 – Multichannel Conference

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Selection is the second step in the Customer journey,
one of the micro research programs of Shopping 2020
Selection: An introduction

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Selection complexity increases
4

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Amazon wand
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http://youtu.be/c_3VjUGLcdQ

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The store of the future
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http://youtu.be/whpT6VknpEc

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Key questions for 2020 customers

8. Sephora and Pantone: Color IQ
https://www.youtube.com/watch?v=D5G7xDrVT5Y

9. Sephora and Pantone: Color IQ

10. Sephora and Pantone: Color IQ

11. Sephora and Pantone: Color IQ

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Sephora’s new social shopping destination: Beauty Board

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Key retailer questions

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Passive shopper
Shopping is like visiting the dentist
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
Passive shopper

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Passive shopper
Shopping is like visiting the dentist
Price
confirmation
Search in
filtered
assortment
SubscriptionReputation
Reliable
Relevant
summary
Direct Q: what
are you
looking for?
Quickly to
detail to show
results
Easy
reordering
See physical
location
immediately
Simple
Confirmation
Stock
information in
physical store
Allow for free
returns
Pick-up /
home delivery
Recommen-
dations
Lowest price
guarantee
Actionable knowledge ExperienceProvide content Proposition
Help meMake it personal Make it relevant Convenient selection
He checks the website of
his favourite drugstore
for recommendations
In addition to a regular
purchase, the store offers
him a subscription model,
with new razors every month
The straightforward
navigation make it easy
for Mark to select razors
and foam
A presentation of the three
top selling shaving foams
grabs his interest
Reviews from people with
the same skin type help
in the decision
making process
Home delivery and fre
returns saves him from
a trip into town
Mark’s ran out or razors,
so he desperately needs
to buy new ones
Purchase
history Less choice
Very clear
navigation
Complete
Looks
Return
policy
Personal
profile
Limited
assortment
Ranked
reviewsReviews
Video usage
instruction
Reminder
service
Usage storiesSimple
Wizards Return
policy Subscriptions
Passive shopper

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Indochino: Cutting Edge Technology in Retail
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http://youtu.be/6NKdNbkoAe8

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Amazon Prime
Subscription model lowers barriers
• Amazon offers a (shipping)
membership model
• The customer can buy without paying
(extra) for shipping
• Thus Amazon removes an important
barrier to buy and receive purchases
at home
• This creates lock-in and stimulates
impulse buying
• In addition to free shipping, members
are entitled to other benefits including
video and e-books
Passive shopper

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Sears: in-Vehicle Pickup
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https://www.youtube.com/watch?v=P0_mW3PxXm0

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Key retailer requirements

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Knowledge creates kings
Understand as much as you can
• What do we already know of this customer
• What information do we already have on him
• What is the customer (lifetime) value
• Is it realistic and beneficial to us to create a relationship
• What role does our customer play in this decision making process
• Decision maker online vs decision maker in stores
• Where is the customer with regard to duration / timing
• Not all customers decide today and need it within the hour
• What role does price play
• Role of search engines and review sites
• What incentives work(ed) with this customer
• Improve profitable conversion
Customer knowledge

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Content to enable customer journeys
Content is more than information from your ERP
• Use rich and accurate product data
• Reliable, structured and normalized data is (even) more important than
incorporating photo´s, video´s, reviews, blogs, forums
• Make product information comparable
• Provide product information in consistent, comparable views
• Redefine products
• Offer subscriptions, bundles, experiences, value patterns
• Simplify complex products
• Provide wizards, configurators, kiosks, remote experts
• Optimize search functionality
• Optimize search based on customer profile, preferences and behavior
Content

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Customer offerings per shopper type
Align the customer offering with the shopper type
• Put the customer at the heart of your decision
making
• Enable personalization, personal profiles etc
• Define end-to-end customer offerings
• Including returns, refunds
• Understand the role of shared values, communities
• Price is not always the key differentiator
• Start with the mobile experience in mind
• Desktop and laptop are becoming less important
• Enable fast opportunity based navigation
• Simplify as much as possible
• Offer wizards and preselections
• Offer options for quick selection, navigation and configuration
• Use remarketing to increase conversion
• Using shopping basket, recently viewed, previous purchases
Customer offering

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Envision customer experiences
Determine who you want to be in omnichannel
• Decide on your “role in retail”
• For example Superaggregator of Professional curator
• What role do you want your brand(s) to play
• As related to experience and relevance in decision making process
• What role do you want others to play
• Use of partner programs, shared lockers, use of LSP´s
• What is your preferred degree of cross-channel integration when
• For example Order online, add to basket in store
• How do you plan to use visuals / content in the overall experience
• Visuals become ever more important
• What is the role of your store employees
• Define their role in the overall customer experience
• How do you plan to use assortment / products
• Use products / assortment to create compelling customer journeys
Customer experience

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Selection shopping list for retailers

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Selection recommendations

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Jerry J. Stam MBA MsC LLM
Senior Managing Consultant
Jerry.Stam@nl.ibm.com
+31651285639
www.shopping2020.nl
@ibm_retail_nl
nl.linkedin.com/in/jerrystam

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Tesco & Oculus Rift
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https://www.youtube.com/watch?v=08S86X_5Crs