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DIGITALDISRUPTION
INRETAILDesigningretailinthedigitalera
THESALESFUNNELISDEAD
Digitalisarevolutioninbuyingbehavior,notinmedia
THEBIGGESTDIGITALDISRUPTIONINRETAIL
is note-commerceassuch,butwindowshoppingandsame-daydelivery
AMAZONISALREADYINPETFOOD,
ZALANDOWILLCONSIDERIT
Amazonoutperformseveryoneonprice,digitalfootprintandcustomerservice
(ReadthisMcKinseyRadarfortheE-commercemarket)
DISRUPTIVEBUSINESSMODELS
Themakermovementistoproductionwhat
bloggingwastothepublishingindustry
Digital Thinking on Retail - keynote Interzoo Summit
CURATIONOFUNIQUEPRODUCTS
Curationisthenewflashsale
DISRUPTIONINTHESERVICEINDUSTRY
byunlockingtheincrediblepotentialofconnectedpeople
RETAILERS
DISRUPTMEDIA
HiredtopeditorialteamfromHarper’sBazaar
1million+Facebookfans
328.000followersonInstagram
1,78milliondownloadsfortheapps
!
Contentbuildstheaudience
Verydiversecontactstrategy
Incrediblepersuasivedesign
DIGITALRETAILISALLABOUTCONVERSION
Everydigitalplayerisobsessedwith convertingreachintocontactandcontactintosales
WHATTHISMEANSFOR
ADVERTISING,BRANDING
ANDCAMPAIGNING
IT’SNOTTHEWEBSITE,IT’STHEOBJECT
90%ofallshoppingishappeningoutsidethewebsite.
(Reed’s law)
STUMBLINGISTHENEWSEARCHING
sophotographyanddesignismoreimportantthanever
(Reed’s law)
STUMBLINGISTHENEWSEARCHING
sophotographyanddesignismoreimportantthanever
SUPERMARKETMODEL
VSRETAILMODEL
Mostwebshopsfailtostepoutside
thesupermarketparadigm
BUILDCONVERSATIONINTOTHEPRODUCT

Designforexcitementandforsharing
BEHAVIORISTHENEWBRANDING
andfiltersarethenewbrandbuilding
(Reed’s law)
WHATIFTHEDEALISTHENEWNORM?
Designforuncomparability
TACTICSISTHENEWCREATIVE
GETMANIACALABOUTPERSUASIONDESIGN
Peoplecanonlyunderstandrelativevalue,notabsolute.
Anchoringispropablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)
DESIGNISSTRATEGY
Everyletter,everye-mail,everywebsiteistheonlyinterfacethroughwhich

customerstouchuponthestrategy.Strategiststendtoundervaluethis.
DISRUPTINGTHEINTERNETOFWITHTHINGS
VS
Link
BUSINESSMODELS
FORTHENETWORKEDWORLD
www.Paybacksweater.com BaconSprinkelsonKickstarter
“THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL,
NOTTECHNOLOGICAL”
RorySutherland,TedxAmsterdam
THREEAREAS
YOUNEEDTO
MASTERTODAY
1.BEHAVIORALDESIGN
Behavioraleconomics,persuasiondesign,…
http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-gamification-and-its-discontents	

http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)
When a game designer looks at a music academy, 
he sees a broken game design.
Compare that to Guitar Hero.
2.GAMEDESIGN
Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning
interestingchoices(SebastianDeterding)
Executingthestrategyandachievingfailure
versusexperimenting,optimizinganddiscoveringthebusinessmodel
“What differentiates digital thinking CMOs
from their analog colleagues 

is aggressive experimentation” 

sue.am/18VGURy
3.LEANSTART-UP
Howdoyoudo?
tom@sueamsterdam.com
0655360771

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