1.
11/02/2016
1
Digital
Business
2015-­‐2016
E-­‐business
&
e-­‐commerce
1st
Master
HEC-­‐Ulg
André
Blavier
1
1. Introduction
to
the
course.
Tools
for
your
technology
watch.
2. Introduction
to
the
digital
transformation.
Data,
Cloud,
Social,
mobile,
GAFA,
NATU,
Giga
economy,
…
3. The
digital
platform.
Web
standards,
API,
apps,
cloud
based,
(big)
(open)
data,
…
4. E-­‐business
&
digital
marketing.
SEM
&
content,
permission,
social,
mobile,
…
5. Digital
business.
Your
company
facing
the
digital
disruption,
…
6. Perspectives
from
the
algorithmic
world.
Focus
on
the
media
sector
and
the
industry
4.0,
…
2
Table
of
content
(subject
to
changes
…)

2.
11/02/2016
2
3Source
:
www.statista.com/statistics/379046/worldwide-­‐retail-­‐e-­‐commerce-­‐sales
Retail
e-­‐commerce
sales
worldwide
2013
to
2018
(in
$
trillion)
1. Ubiquity.
Internet
and
Web
technologies
are
available
everywhere
(work,
home,
street,
…)
at
anytime.
The
marketplace
is
extended
beyond
traditional
boundaries
and
is
removed
from
a
temporal
and
geographic
location.
We
are
now
inside
a
“marketspace”.
Shopping
and
marketing
can
take
place
anywhere.
Customer
convenience
is
enhanced,
and
shopping
cost
are
reduced.
2. Global
Reach.
Commerce
is
enabled
across
cultural
and
national
boundaries
seamlessly
and
without
modification.
The
“marketspace”
includes
potentially
billions
of
customers
and
millions
of
businesses
worldwide.
4Adapted
from
“E-­‐commerce
2013”
by
Laudon
&
Traver (Pearson)
Digital
business
&
marketing
(1)

3.
11/02/2016
3
3. Universal
standards.
There
is
one
set
of
technology
(Internet/Web)
standards
that
can
be
used
as
a
common,
inexpensive
and
global
technology
foundation
for
digital
marketing
and
business.
4. Richness.
Video,
audio,
text,
social,
mobile,
augmented
reality,
…
technologies
are
now
integrated
into
a
single
but
multichannel
marketing
message
and
consuming
experience.
5. Interactivity.
(Social)
Technologies
have
made
interaction
more
important
than
ever.
Consumers
are
engaged
in
a
dialog
that
dynamically
adjusts
the
experience
to
the
individual,
and
makes
the
consumer
a
co-­‐participant
in
the
marketing
message
and
the
business
process.
5Adapted
from
“E-­‐commerce
2013”
by
Laudon
&
Traver (Pearson)
Digital
business
&
marketing
(2)
6. Information
density.
Information
processing,
storage
and
communication
costs
drop
dramatically.
Information
becomes
plentiful,
cheap
and
more
accurate.
Data
enable
companies
to
identify
new
trends
“faster
than
real
time”.
7. Personalization.
Algorithms
and
analytics
tools
connected
to
Big
Data
resources
make
possible
a
“one
to
one”
and
“real
time”
communication.
Customization
is
based
on
individual
characteristics.
With
3D
printing,
consumers
will
create
and
produce
their
own
products.
8. Desintermediation.
Crowdsourced
content
and
social
networks
have
changed
the
game.
Empowered
by
cloud
computing,
data
and
mobile
technologies,
new
disruptive
models
are
emerging
(sharing
economy).
6Adapted
from
“E-­‐commerce
2013”
by
Laudon
&
Traver (Pearson)
Digital
business
&
marketing
(3)

4.
11/02/2016
4
Virtual
=
Physical
!
The
key
trend
in
digital
business
&
marketing
is
a
seamless
and
optimized
integration
of
all
digital
and
physical
marketing
channels,
within
a
strategy
based
primarily
on
content.
7
8
E-­‐Business (electronic
business).
Any
process
that
a
business
organization
conducts
over
a
computer-­‐mediated
network.
Business
organizations
include
any
for-­‐profit,
governmental,
or
nonprofit
entity.
Their
processes
include
production-­‐,
customer-­‐,
and
internal-­‐ or
management-­‐focused
business
processes.
Source :
www.gartner.com
E-­‐commerce
(electronic
commerce).
The
trading
or
facilitation
of
trading
in
products
or
services
using
the
Internet.
E-­‐commerce
draws
on
technologies
such
as
mobile
commerce,
electronic
funds
transfer,
supply
chain
management,
Internet
marketing,
online
transaction
processing,
electronic
data
interchange
(EDI),
inventory
management
systems,
and
automated
data
collection
systems.
https://en.wikipedia.org/wiki/E-­‐commerce

5.
11/02/2016
5
9
Digital
business.
The
creation
of
new
business
designs
by
blurring
the
digital
and
physical
worlds.
Source :
www.gartner.com
Digital
commerce.
The
buying
and
selling
of
goods
and
services
using
the
Internet,
mobile
networks
and
commerce
infrastructure.
It
includes
the
marketing
activities
that
support
these
transactions,
including
people,
processes
and
technologies
to
execute
the
offering
of
development
content,
analytics,
promotion,
pricing,
customer
acquisition
and
retention,
and
customer
experience
at
all
touchpoints
throughout
the
customer
buying
journey.
Source
:
www.gartner.com
1. Value
proposition.
2. Revenue
model.
3. Market
opportunity.
4. Competitive
environment.
5. Competitive
advantage.
6. Market
strategy.
10Adapted
from
Pearson
Education
Business
Model.
Key
elements

6.
11/02/2016
6
Why
should
the
customer
buy
from
you?
Examples
of
successful
e-­‐commerce
value
propositions
:
• personalization/customization,
• lower
price
or/and
price
discovery
costs,
• “buy
from
home”,
• Better/larger/easier
product
search,
• facilitation
of
transactions
by
managing
product
delivery.
11Adapted from Pearson
Education
1.
Value
Proposition
12
bike24.net
><
xxcycle.com

7.
11/02/2016
7
How
will
the
firm
earn
revenue,
generate
profits,
and
produce
a
superior
return
on
invested
capital?
Major
types:
• advertising
(Google),
• subscription
(www.lesoir.be),
• transaction
fee
(eBay),
• sales
(www.quatuor.be),
• affiliate
(Amazon
marketplace,
www.venteprivee.com,
…).
13Adapted from Pearson
Education
2.
Revenue
model
14
Pricing.
Set
of
practices
and
tools
that
allows
to
set
a
price
at
a
given
time
in
order
to
maximize
sales
and
margins
of
a
product.
This
price
is
the
matching
of
supply
and
demand,
and
the
amount
a
customer
is
ready
to
pay
for
a
good
or
service.

8.
11/02/2016
8
15
www.alexa.com
Harness
the
power
of
analytics
to
grow
your
business
online.
Alexa
has
traffic
metrics
across
the
web
:
an
invaluable
source
for
competitive
intelligence
and
strategic
insight.
16
www.pricingassistant.com
PricingAssistant helps
online
stores
and
brands
maximize
their
profits
with
our
competition
monitoring
tool.

9.
11/02/2016
9
• What
marketspace
do
you
intend
to
serve
and
what
is
its
size?
• Marketspace
:
area
of
actual
or
potential
commercial
value
in
which
company
intends
to
operate.
• Realistic
market
opportunity
:
defined
by
revenue
potential
in
each
market
niche
in
which
company
hopes
to
compete.
17Adapted from Pearson
Education
3.
Market
Opportunity
18
www.sellerie-­‐online.fr
Wholesaler
of
equipment
for
horse
riding
with
a
traditional
distribution
network
in
Belgium.
The
entrepreneur
believes
that
e-­‐commerce
is
an
opportunity
and
begins
to
start
a
shop
on
eBay.
The
result
is
positive.
He
started
a
real
online
store,
only
in
France
(to
protect
its
distribution
network
in
Belgium).
Marketing
is
mainly
through
the
network
of
horse
stables
to
reach
parents
having
to
equip
their
children
for
horse
riding
(community).

10.
11/02/2016
10
19
www.9bulles.be
A
future
young
mother
does
not
find
“cool”
clothes
for
pregnant
women.
After
the
birth
of
her
second
child,
she
decided
to
quit
her
job
to
launch
an
specialized
online
store,
without
physical
shop,
but
with
a
strong
teasing
6
months
in
advance
on
Facebook.
She
opens
now
a
second
physical
shop.
Who
else
occupies
your
intended
marketspace?
Other
companies
selling
similar
products
in
the
same
marketspace.
Includes
both
direct
and
indirect
competitors.
Influenced
by
:
• number
and
size
of
active
competitors,
• each
competitor’s
market
share,
• competitors’
profitability,
• competitors’
pricing.
20Adapted from Pearson
Education
4.
Competitive
Environment

11.
11/02/2016
11
21
Want to
buysocks online
?
What is your business
model
?
Achieved
when
a
firm
:
• produces
superior
product,
• can
bring
product
to
market
at
lower
price
than
competitors.
Important
concepts
:
• asymmetries
(when
iTunes
was
launched,
Spotify),
• first-­‐mover
advantage
(Netflix,
Facebook,
Newpharma.be),
• unfair
competitive
advantage
(brands),
• leverage
(Amazon).
22Adapted from Pearson
Education
5.
Competitive
Advantage

12.
11/02/2016
12
23
Netflix …
Netflix
has
a
strong
“first
mover”
advantage
and
positions
itself
as
a
“disintermediation”
service,
disrupting
the
business
model
of
the
“old”
TV
content
providers.
The
platform
is
also
simple
and
the
pricing
is
great.
But
…
24
popcorntime-­‐online.io
…
Netflix
has
already
to
face
new
challengers
offering
the
same
services
for
…
free,
like
Popcorntime.
…
Of
course,
don’t
tell
anybody
about
it
;-­‐)

13.
11/02/2016
13
25
Newpharma.be
When
Europe
authorized
the
sale
of
“without
prescription”
drugs
on
the
Internet,
member
states
had
to
adapt
their
national
legislation.
The
day
of
publication
of
the
law
in
Belgium,
Newpharma was
online
supported
by
a
good
digital
marketing
campaign.
Initially,
it’s
a
classic
drugstore
whose
owner
has
done
a
great
watch
about
e-­‐commerce
opportunities
and
the
publication
of
the
law.
Currently,
the
site
generates
a
turnover
equivalent
to
more
than
7
“classic”
drugstores,
selling
its
products
all
over
Europe.
26
www.lesnouveauxateliers.com
Tailored
(made
to
measure)
suits.
Digital
in
store
:
enter
the
3D
measuring
cabin.
In
600
milliseconds,
200
body
measurements
are
collected
through
a
camera.

14.
11/02/2016
14
• How
do
you
plan
to
promote
your
products
or
services
to
attract
your
target
audience
?
Details
how
a
company
intends
to
enter
market
and
attract
customers.
• Best
business
concepts
will
fail
if
not
properly
marketed
to
potential
customers.
• Apple,
www.tripy.eu,
www.archiduchesse.com,
www.leslipfrancais.fr,
www.1083.fr,
etc.
27Adapted from Pearson
Education
6.
Market
Strategy
28
1083.fr
Jeans
…
made
in
France.
1083
=
1083
kilometers,
or
the
longest
distance
between
two
places
in
France
…

15.
11/02/2016
15
29
www.leslipfrancais.fr
Also
a
successful
“made
in
France”
model.
They
started
as
a
pure
player.
Now
they
have
a
real
shop
in
Paris.
No
“one”
correct
way.
Business
models
according
to
:
• e-­‐commerce
sector
(B2C,
B2B,
C2C),
• type
of
e-­‐commerce
technology
(m-­‐commerce).
Similar
business
models
appear
in
more
than
one
sector
(www.etilux.be
in
B2B
=
www.quatuor.be
in
B2C).
Some
companies
use
multiple
business
models
:
• eBay
:
B2C,
C2C,
• Amazon
:
B2C,
B2B2C,
B2B.
30Adapted from Pearson
Education
E-­‐commerce
models

16.
11/02/2016
16
• Portal.
Search
plus
an
integrated
package
of
content
and
services
(advertising,
fees,
subscriptions,
etc.).
Horizontal
or
general.
Vertical
or
specialized.
Pure
Search.
Google,
news
Websites,
Facebook,
etc.
• E-­‐tailer.
Online
version
of
traditional
retailer.
Low
barriers
to
entry
(sales).
Virtual
merchant
(Amazon,
iTunes),
bricks-­‐and-­‐clicks
(Vandenborre,
Fnac),
catalog
merchant
(LaRedoute),
manufacturer-­‐direct
(Dell).
• Content
provider.
Digital
content
on
the
Web
:
news,
music,
video
(subscription,
pay
per
download,
advertising,
affiliate
referral
fees).
Content
owners,
syndication,
Web
aggregators.
Belga,
Spotify,
Netflix,
iTunes,
News
Websites,
etc.
31Adapted from Pearson
Education
B2C
models
(1)
• Transaction
broker.
Process
online
transactions
for
consumers.
Saving
time
and
money
(transaction
fees).
Financial
services,
travel
services,
job
placement
services.
Booking.com,
zonebourse.com,
references.be,
odesk.com.
• Market
creator.
Create
digital
environment
where
buyers
and
sellers
can
meet
and
transact
(fees).
EBay,
quefaire.be,
etsy.com,
etc.
• Service
provider.
Online
services.
Valuable,
convenient,
time-­‐
saving,
low-­‐cost
alternatives
to
traditional
service
providers
(sales
of
services
and
data,
fees,
advertising).
Dropbox,
Evernote,
Google
(Gmail,
Maps,
docs,
etc.).
• Community
provider.
Provide
online
environment
where
people
can
transact,
share
content,
and
communicate
(advertising,
subscriptions,
sales,
fees).
Facebook,
LinkedIn,
Twitter.
32Adapted from Pearson
Education
B2C
models
(2)

17.
11/02/2016
17
33
www.vinted.com
Sell,
swap,
buy,
or
give
away
your
pre-­‐loved
clothes,
shoes,
or
accessories
and
make
friends
in
the
Vinted community!
C2B2C
!
• E-­‐distributor.
Version
of
retail
and
wholesale
store.
One
company
seeking
to
serve
many
customers
(sales
of
goods).
www.etilux.be,
www.ksl.eu.
• E-­‐procurement.
Creates
digital
markets
where
participants
transact
for
indirect
goods
(fees,
SCM,
fulfilment
services).
www.publicprocurement.be.
• Marketplaces
&
exchanges.
Independent
vertical
digital
marketplace
for
direct
inputs.
Create
powerful
competition
between
suppliers
(transaction,
fees).
www.companeo.be,
www.auctelia.com.
• Industry
Consortium.
Industry-­‐owned
vertical
digital
marketplace
open
to
select
suppliers
(transactions,
fees).
34Adapted from Pearson
Education
B2B
models

18.
11/02/2016
18
35
www.auctelia.com
B2B2B
platform
!
1. Establish
a
Cross-­‐Functional
Strategy
Team.
Involve
other
business
units
such
as
marketing,
sales,
finance,
operations,
supply
chain
and
customer
services
from
the
very
beginning
of
the
process.
2. Set
Digital
Commerce
Objectives.
Start
by
envisioning
the
type
of
digital
commerce
service
you
want
to
offer.
Secondly,
look
at
the
business
motivations
for
deploying
digital
commerce
services.
Lastly,
define
the
KPIs
that
correspond
to
business
goals.
3. Take
Stock
of
Existing
Assets
and
Resources.
Look
at
the
existing
assets
and
resources
that
will
impact
project
delivery
and
performance.
Companies
that
are
starting
from
scratch
or
looking
to
upgrade
the
existing
platform
should
take
stock
of
the
digital
commerce
assets.
36Adapted from Pearson
Education
A
digital
commerce
strategy
in
7
steps
(1)

19.
11/02/2016
19
37Source
:
Gartner
Digital
commerce
project
:
sample
KPIs
Step
Objective Goal KPI Target
Acquire
more
customers
Increase
site
traffic
Site
traffic
Unique
visitors
15%
YOY
increase
Increase
customer
conversion
Conversion
rate
20% YOY
increase
Increase
revenue
per
customer
Increase
average
order
value
(AOV)
AOV More
than
$120
Reduce
cart
abandonment
rate
Cart
abandonment
rate Less
than
70%
Increase
customer
loyalty
Increase
customer
activity
Active-­‐customer
percentage
(made
purchase
in
the
last
three
months)
More
than
30%
Increase
repeat
purchases
Repeat
purchases
per
customer
10%
increase
by
June
16
Increase
customer
rating
Average
rating 15%
increase
4. Analyze
the
Business
Case.
Define
the
Project
Scope.
• Business
models
(B2C,
B2B,
…).
• Products
and
services.
Which
product
categories
shall
we
include?
• Markets.
Which
regions/markets
shall
we
cover?
Shall
we
offer
multichannel
experience
to
our
existing
markets,
or
shall
we
use
online
channel
to
reach
new
markets?
…
• Industry
segments
(B2B
only).
What
industry
segments
shall
we
target?
• Channels.
Stand-­‐alone
sites
?
Marketplaces
?
Retail
stores
?
Mobile
commerce
?
Social
networks
?
• Time
to
market:
When
to
launch
the
pilot?
When
to
go
live?
38Adapted from Pearson
Education
A
digital
commerce
strategy
in
7
steps
(2)

20.
11/02/2016
20
39Source
:
Gartner
E-­‐seller
To
drive
transactions
to
the
digital
platform.
Usually
lack
an
extensive
physical
presence,
but
have
highly
sophisticated
digital
platforms
for
targeting,
personalization
and
transaction
management.
They
often
partner
with
third
parties,
or
operate
an
inhouse delivery
force
to
provide
top-­‐notch
delivery
experience
as
a
competitive
edge.
Brick-­‐and-­‐clicker
To
offer
a
multichannel
environment
for
engaging
customers
and
driving
transactions.
Businesses
can
be
looking
to
extend
the
relationship
to
digital
channels
and
transform
the
role
and
function
of
their
physical
presence.
Startups
can
use
the
multichannel
approach
to
disrupt
established
businesses
by
addressing
customer
pain
points
and
improving
service
efficiency.
Influencer
To
provide
information
that
drives
traffic
and
relationship
to
those
sites.
Because
of
the
authority
influencers
have
in
providing
information
and
opinion,
or
creating
extensive
social
circles
and
user-­‐generated
content,
they
have
strong
influence
over
the
customer
behavior
that
can
lead
to
transactions
on
their
own
sites,
as
well
as
for
other
providers.
Marketer
To
engage
customers
and
align
marketing
with
digital
commerce
outcomes
using
all
possible
means
and
channels.
Often
organize
a
high
level
of
promotional
marketing
activities
and
branding
to
influence
sales
on
their
own
sites
or
on
partners'
sites.
Promotions,
sponsorships,
social
marketing
and
crowdsourced
designs
are
all
part
of
the
marketer's
activities.
High
level of
digital
transactions
Low level of
digital
transaction
Digital
channels
only
Digital
&
physical
channels
5. Design
the
Customer
Experience.
By
2017,
the
digital
customer
experience
will
be
the
key
differentiator
of
your
organization.
The
standard
of
digital
customer
experience
continues
to
improve
because
it
is
a
key
focal
point
of
innovation
initiatives.
Therefore,
designing
the
customer
experience
is
a
key
step
in
the
strategy
planning
process
that
will
impact
success
of
your
digital
commerce
service.
• Define
Target
Customers.
• Define
the
Customer
Experience
for
Key
Processes.
• Map
the
Customer
Journey.
40Adapted from Pearson
Education
A
digital
commerce
strategy
in
7
steps
(3)

21.
11/02/2016
21
6. Make
Tactical
Decisions
to
Implement
the
Digital
Commerce
Platform.
This
step
helps
the
company
define
the
functional
requirements
of
the
technology
platform,
which
can
be
used
to
select
the
digital
commerce
vendor.
7. Improve
and
Refine
the
Strategy.
Install
analytics
to
continuously
monitor
the
site's
performance
and
overall
service.
Three
major
analytics
categories
are
:
• Web
analytics.
• Digital
personalization
engine
analytics.
• Customer
journey
analytics.
41Adapted from Pearson
Education
A
digital
commerce
strategy
in
7
steps
(4)
New
exiting
ways
to
improve
the
user
experience
in
e-­‐commerce.
Sound,
quality
zooms,
360
° views,
configurators
/
demonstrators,
interactive
videos,
augmented
reality,
real
time
3D,
immersive
universe,
…
42

22.
11/02/2016
22
43
www.reebok.com
Navigation
and
search
“by
colors”
on
the
Reebok
website.
44
www.getwear.com
Every
pair
of
jeans
you
order
is
specially
tailored
and
hand
made
for
you
in
two
weeks
time.

23.
11/02/2016
23
45
www.cupboardyourway.co.uk
We
don’t
simply
produce
off-­‐the-­‐peg
cupboards.
We
have
taken
up
the
cause
of
manufacturing
special
cupboards.
Not
just
any
old
cupboard
:
yours!
According
to
your
specifications
and
your
wishes!
46
www.redfin.com
Redfin 3D
Walkthrough™
is
a
feature
that
lets
home-­‐buyers
tour
Redfin agent-­‐listed
homes
for
sale
online
,
helping
people
see
a
high-­‐
resolution
view
from
any
angle
inside
the
home.
This
immersive
experience,
powered
by
3D
technology,
helps
home-­‐buyers
better
decide
which
homes
to
tour
in
person.

24.
11/02/2016
24
47dailymotion.com/video/x1b95ji_exclusive-­‐net-­‐a-­‐porter-­‐launches-­‐shoppable-­‐magazine_lifestyle
www.redfin.com
When
a
pure
player
decides
to
publish
a
…
paper
magazine.
But
with
a
specific
mobile
app,
this
magazine
suddenly
becomes
interactive
!
48
Digital
commerce

25.
11/02/2016
25
• SoLoMo (Social
Local
Mobile).
Convergence
of
social
networks,
geolocation
and/or
local
business,
and
mobile
devices.
• Intelligence
added
to
location
will
dictate
consumer
experiences
on
mobile.
• Contextual
use
of
time
and
social
profile
will
help
prioritize
mobile
services.
49Source
:
Gartner
From
SoLoMo …
• Omnichannel =
Multichannel
/
Multidevice /
Interactions.
• A
global
experience
allowing
channels
and
devices
to
work
in
orchestration.
• Multiple
touchpoints
increase
user
engagement
and
improve
effectiveness
of
digital
business.
• It
is
not
just
smartphones
and
tablets.
A
Web-­‐centric
approach,
using
a
hybrid
model
will
provide
the
broadest
support
for
today
and
agility
for
tomorrow.
• Goal
:
orchestrate
the
customer
journey.
• It’s
also
the
new
global
technology
context
for
marketing.
• From e-­‐commerce
to
Connected Commerce
!
50Source
:
Gartner
…
to
Omnichannel (computing)

26.
11/02/2016
26
51Source
:
www.thinkwithgoogle.com
Consumers
search
for
a
variety
of
local
information
52Source
:
www.thinkwithgoogle.com
Consumers
act
quickly
after
their
local
search

27.
11/02/2016
27
• The
consumer
uses
more
and
more
different
offline
and
online
channels
to
interact
with
vendors,
to
order,
buy
or
seek
advices,
before,
during
and
after
the
purchase.
• He
will
find
a
specific
product
on
the
Internet,
and
then
identify
online
a
“physical”
shop
that
sells
it,
go
to
this
shop
to
"see
and
validate"
the
product
and
to
get
more
information,
and
then,
place
the
order
via
...
his
smartphone
on
an
online
store
and,
finally,
have
the
product
delivered
at
home!
If
the
product
does
not
suit
him,
he
will
bring
it
in
a
library
that
offers
"relay
point"
services
...
Where
he
will
maybe
pick
up
another
version
of
the
this
product
later.
• Frontiers
between
commerce,
e-­‐commerce,
m-­‐commerce
disappear.
Consumers
now
have
a
real
"seemless"
shopping
experience,
from
one
canal
to
another.
53
Connected commerce
54Source
:
www.thinkwithgoogle.com/insights/library/studies/holiday-­‐consumer-­‐intentions-­‐2012
Connected commerce
&
ROPO

28.
11/02/2016
28
55
In-­‐store
:
• Bar
code
scanning
• Coupons
• Consumer
reviews
• In-­‐store
navigation
• Shopping
lists
(weddings,
etc.)
• Loyalty
• Promotions
Competitor store
:
• Coupons
• In-­‐store
inventory
• Nearest store
• Pricing
• Promotions
At home
:
• Coupons
• How-­‐to
videos
• In-­‐store
inventory
• Research tools
• Shopping
list build
• Store
hours
• Store
location
56
• Change
reservation
• Reserve
seats
• View
reservation
• Choose
food
-­‐ 2
days -­‐ 2
hours +
2
hours +
2
days
• Check
gate
• Departure
time
• Lounge
access
• Upgrade
• Special
offers
//
profile
• Arrival
time
• Food
order
• Movies
• Wi-­‐Fi
• Ground
transportation
• Lost
luggage
• Navigation
• Customer
services
• Mileage
status
• Reward
travel
• Upcoming
reservations
Flight

29.
11/02/2016
29
Four
Key
Moments
to
be
There
Source
:
www.thinkwithgoogle.com/research-­‐studies/micromoments-­‐guide-­‐pdf-­‐download.html
58www.groupe-­‐casino.fr/fr/Le-­‐Groupe-­‐Casino-­‐premier,4362.html
&
youtu.be/WdE0UTZlFy4
Casino
mobile
application
The
“2.0”
customer
has
a
stronger
and
more
regular
interaction
with
shops.
It’s
the
“anywhere,
anytime,
with
any
device
shopping“.
The
“omni channel"
mCasino NFC
application
offers
personalization,
continuity
and
fluidity
throughout
the
shopping
experience,
on
all
sales
channels.

30.
11/02/2016
30
59
Virtual
analyse of
the
real
world
Shopperception analyses
the
shopper's
behaviour in
front
of
the
shelf,
generating
metrics
and
real
time
events
to
drive
more
conversions.
60
Sephora
:
“Disruptive
experiences”
Beacons.
Sephora
will
use
Beacons
in
stores
nationwide
to
deliver
timely,
personalized
alerts
to
shoppers
who
opt-­‐in
for
offers
like
birthday
alerts,
loyalty
program
updates
and
notifications
when
new
beauty
training
events
are
happening
in-­‐store.
Augmented
Reality. The
retailer
has
an
augmented
reality
experience
for
shoppers
via
the
Sephora-­‐To-­‐Go
mobile
app
for
iPhone.
Consumers
can
interact
with
custom
content
by
hovering
over
the
faces
of
nine
beauty
brand
founders
that
are
featured
in
Sephora
windows
and
display
cases.
Scanning
each
image
will
bring
up
content
options
such
as
brand
founder
interviews,
product
videos,
YouTube
playlists
and
product
pages
on.
Source
:
http://onforb.es/1EuEs34

31.
11/02/2016
31
61
Sephora
:
“Disruptive
experiences”
Source
:
m.sephora.com/pocketcontour
Pocket
Contour.
In
partnership
with
Map
My
Beauty,
Sephora
will
launch
a
cross-­‐platform
personal
virtual
make-­‐up
artist
application
that
demystifies
contouring,
a
growing
beauty
trend.
By
analyzing
a
mobile
photo,
Sephora
can
help
consumers
identify
their
face
shape
and
offer
personalized
step-­‐by-­‐step
guidance
on
how
to
apply
make-­‐
up
for
the
contoured
look
they
want
to
achieve.
62
Augmented
reality
Source
:
www.mobilecommercedaily.com
Omni
Hotels
&
Resorts
brings
print
ads
to
life
via
augmented
reality.
The
app
will
detect
the
ad
through
image
recognition
and
automatically
unveil
the
augmented
reality
technology,
transforming
the
print
ad
into
a
whole
new
experience
with
an
exclusive
video
that
showcases
customer
testimonials,
virtual
tours
and
behind-­‐the-­‐scenes
interviews
with
Omni
chefs.

32.
11/02/2016
32
@
Home
andre.blavier@gmail.com
www.andreblavier.be
…
needs
to
be updated :-­‐(
@
School ;-­‐)
Affiliate Professor
andre.blavier@ulg.ac.be
@
Work
Web
&
Communication
Manager
andre.blavier@aei.be
www.digitalwallonia.be linkedin.com/in/andreblavier
facebook.com/unpeudeblabla
@unpeudeblabla
andre.blavier
unpeudeblabla.tumblr.com
slideshare.net/unpeudeblabla
scoop.it/t/unpeudeblabla