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WAT	
  LEERT	
  EEN	
  GLASS-­‐APP	
  VOOR	
  BOL.COM	
  
OVER	
  DE	
  TOEKOMST	
  VAN	
  RETAIL	
  TOUCHPOINTS	
  
Bevindingen	
  van	
  de	
  expertgroep	
  Future	
  Touchpoints	
  
bij	
  Shopping2020	
  (#s2020)	
  op	
  de	
  WebWinkelVakdagen	
  (#wwv14)	
  
	
  Iskander	
  Smit,	
  strategy	
  director	
  info.nl	
  
@iskandr	
  

©	
  Shopping	
  2020	
  
Over	
  de	
  gastheer	
  info.nl	
  
Strategie,	
  ontwerp,	
  ontwikkeling	
  en	
  beheer	
  van	
  online	
  plaForms.	
  ConnecJng	
  the	
  dots.	
  

©	
  Shopping	
  2020	
  

2	
  
Expertgroepleden	
  

©	
  Shopping	
  2020	
  

3	
  
Onderzoeksvraag	
  

WAT	
  ZIJN	
  DE	
  RELEVANTE	
  
CONTACTPUNTEN	
  TUSSEN	
  
CONSUMENT	
  EN	
  WINKELIER	
  	
  
IN	
  2020?	
  

©	
  Shopping	
  2020	
  

4	
  
EEN	
  VOORBEELD	
  

©	
  Shopping	
  2020	
  

5	
  
©	
  Shopping	
  2020	
  

6	
  
©	
  Shopping	
  2020	
  

7	
  
©	
  Shopping	
  2020	
  

8	
  
©	
  Shopping	
  2020	
  

9	
  
©	
  Shopping	
  2020	
  

10	
  
©	
  Shopping	
  2020	
  

11	
  
©	
  Shopping	
  2020	
  

12	
  
©	
  Shopping	
  2020	
  

13	
  
Touchpoints?	
  

ALLES	
  DAT	
  HET	
  CONTACT	
  KAN	
  ZIJN	
  
TUSSEN	
  CONSUMENT	
  EN	
  MERK	
  

©	
  Shopping	
  2020	
  

14	
  
Touchpoints	
  

©	
  Shopping	
  2020	
  

15	
  
TOEKOMST	
  VOORSPELLEN	
  IS	
  LASTIG	
  

©	
  Shopping	
  2020	
  

16	
  
7	
  JAAR	
  GELEDEN?	
  

©	
  Shopping	
  2020	
  

17	
  
Mobiel internetgebruik1 naar leeftijd, 2007 en 2012
Totaal

12 tot 25 jaar

25 tot 45 jaar

45 tot 65 jaar

65 tot 75 jaar

0

Bron: CBS

10

20

30

40

50
2007

60
2012

70

80

90

100

% v internet gebruikers 2)
an

1) Gebruik van mobiele apparatuur niet thuis of op het werk
2) Personen met internetgebruik in de drie maanden voorafgaand aan het onderzoek
©	
  Shopping	
  2020	
  

18	
  
FUTURE TOUCHPOINTS

Laptops s	
  70%	
  van	
  alle	
  online	
  retail	
  touchpoints	
  mby tablets & phones
In	
  2020	
  iand desktops are believed to be replaced obiel	
  
Interactive TV
GFK	
  research	
  	
   will also gain market share (9%) but Smartware (watches and glasses) will remain small
Total market: devices used in the future to make online purchases (expert forecast)

Distribution of online purchase channels (%)
3%4%
5%

3%
10%

15%

9%

32%

10%
22%
21%
31%

33%

2013

Laptop
Smartphone
Smart watches

Desktop
Interactive/Internet television
Other devices

Base: all experts who have given their vision on the total market
and have evaluated a specific segment (n= 268)

© Shopping 2020
©	
  Shopping	
  2020	
  

2020

Tablet
Glasses (e.g. Google Glasses)

73
19	
  
Business	
  Insider	
  –	
  future	
  of	
  digital,	
  November	
  2013	
  

©	
  Shopping	
  2020	
  

20	
  
Sensors	
  tracking	
  all	
  of	
  our	
  life	
  
the	
  internet	
  of	
  everything	
  

http://quantifiedself.com/2011/02/hit-–-health-internet-of-things/

©	
  Shopping	
  2020	
  

21	
  
THE	
  “YOU-­‐WEB”	
  

©	
  Shopping	
  2020	
  

22	
  
Trend	
  1	
  van	
  6	
  

WE	
  KRIJGEN	
  HYPERPERSONALISATIE	
  
VAN	
  ALLES	
  	
  
	
  

©	
  Shopping	
  2020	
  

23	
  
3D	
  scanning	
  en	
  prinXng	
  	
  
Project	
  DNA;	
  onze	
  eigen	
  maten	
  als	
  touchpoint	
  voor	
  retail	
  aanbiedingen	
  

©	
  Shopping	
  2020	
  

24	
  
Marktplaats	
  van	
  profielen	
  
‘Placed’	
  biedt	
  winkeliers	
  data	
  over	
  hun	
  bezoekers	
  buiten	
  de	
  eigen	
  winkel	
  

©	
  Shopping	
  2020	
  

25	
  
Zelfcontrole	
  vervangt	
  privacy	
  
haps://vimeo.com/46097693	
  

©	
  Shopping	
  2020	
  

26	
  
©	
  Shopping	
  2020	
  

27	
  
Echte	
  ervaringen	
  
Landmarkt	
  

©	
  Shopping	
  2020	
  

28	
  
Trend	
  2	
  van	
  6	
  

IN	
  BALANS	
  MET	
  ALLE	
  DATA	
  ZOEKEN	
  
WE	
  ECHTE	
  ERVARINGEN	
  EN	
  SOCIALE	
  
VERBANDEN	
  
	
  

©	
  Shopping	
  2020	
  

29	
  
Social	
  als	
  tool	
  voor	
  het	
  vinden	
  van	
  advies	
  door	
  peers	
  
Svpply	
  

©	
  Shopping	
  2020	
  

30	
  
Curators	
  van	
  de	
  juiste	
  producten	
  en	
  ervaringen	
  
Fashion	
  blogs,	
  Fab,	
  etc.	
  

©	
  Shopping	
  2020	
  

31	
  
Pop-­‐up	
  experiences	
  

©	
  Shopping	
  2020	
  

32	
  
Trend	
  3	
  van	
  6	
  

HYBRIDE	
  SHOPPING	
  ZAL	
  DE	
  
STANDAARD	
  WORDEN	
  
	
  

©	
  Shopping	
  2020	
  

33	
  
Key Takeaways
Mobile search is the
starting point.

Smartphones are
transforming the in-store
shopping experience.

8 in 10 smartphone shoppers use
mobile in-store to help with shopping

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.

Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.

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.

Google Shopper Marketing Council, April 2013
http://www.google.com/think/research-studies/mobile-in-store.html

04

©	
  Shopping	
  2020	
  

34	
  
Mixing	
  media;	
  pas	
  andere	
  kleuren	
  via	
  de	
  digitale	
  spiegel	
  
Sharp	
  (hap://www.youtube.com/watch?v=3CSXOWKSG98)	
  

©	
  Shopping	
  2020	
  

35	
  
Pop-­‐up	
  digitale	
  stores	
  
bol.com	
  

©	
  Shopping	
  2020	
  

36	
  
Hands-­‐free	
  shopping	
  
Apple	
  store	
  app	
  

©	
  Shopping	
  2020	
  

37	
  
Trend	
  4	
  van	
  6	
  

CUSTOMER	
  SHOPPING	
  JOURNEYS	
  
WORDEN	
  MINDER	
  LINEAIR	
  
	
  

©	
  Shopping	
  2020	
  

38	
  
Asynchronous	
  customer	
  journeys	
  
Forrester	
  

©	
  Shopping	
  2020	
  

39	
  
Bluetooth	
  Smart	
  brengt	
  de	
  data	
  in	
  de	
  cloud	
  als	
  onderdeel	
  van	
  de	
  winkel	
  
EsJmote	
  iBeacons	
  

©	
  Shopping	
  2020	
  

40	
  
Trend	
  5	
  van	
  6	
  

RETAIL	
  ZAL	
  MEER	
  EN	
  MEER	
  IN	
  DE	
  
CLOUD	
  PLAATSVINDEN.	
  
IN	
  FYSIEKE	
  SHOP	
  EN	
  ONLINE.	
  
	
  

©	
  Shopping	
  2020	
  

41	
  
Met	
  onze	
  wearable	
  devices	
  kan	
  alles	
  een	
  touchpoint	
  zijn	
  
Fancy	
  Glass	
  app	
  

©	
  Shopping	
  2020	
  

42	
  
Trend	
  6	
  van	
  6	
  

IN	
  DE	
  TOEKOMST	
  VAN	
  RETAILING	
  IS	
  
ALLES	
  EEN	
  TOUCHPOINT.	
  

©	
  Shopping	
  2020	
  

43	
  
Niet	
  het	
  device	
  is	
  het	
  touchpoint,	
  maar	
  het	
  product.	
  
Of	
  de	
  mens	
  natuurlijk	
  

©	
  Shopping	
  2020	
  

44	
  
The	
  store	
  is	
  everywhere	
  

©	
  Shopping	
  2020	
  

45	
  
GLASS	
  ALS	
  CASE	
  

©	
  Shopping	
  2020	
  

46	
  
BOL.COM	
  ALS	
  
ONDERWERP	
  

©	
  Shopping	
  2020	
  

47	
  
Principe	
  van	
  Glass;	
  geen	
  apps	
  maar	
  contextdiensten	
  
Model	
  labs.info.nl	
  

©	
  Shopping	
  2020	
  

48	
  
denkmodel	
  

BOL.COM	
  LEVERT	
  KENNIS	
  EN	
  GEMAK,	
  
DE	
  DATA	
  UIT	
  GEDRAG	
  IS	
  DE	
  BRON.	
  	
  
	
  
BOL.COM	
  FACILITEERT	
  DE	
  
WINKELERVARING.	
  	
  
©	
  Shopping	
  2020	
  

49	
  
bol.com	
  is	
  niet	
  de	
  winkel	
  waar	
  je	
  heen	
  gaat	
  

©	
  Shopping	
  2020	
  

50	
  
bol.com	
  faciliteert	
  het	
  contact	
  tussen	
  shopper	
  en	
  retailer	
  

©	
  Shopping	
  2020	
  

51	
  
Glass	
  is	
  bij	
  uitstek	
  het	
  voertuig	
  van	
  die	
  rol	
  

©	
  Shopping	
  2020	
  

52	
  
©	
  Shopping	
  2020	
  

53	
  
©	
  Shopping	
  2020	
  

54	
  
…als	
  adviseur	
  bij	
  de	
  moeilijke	
  keuzes	
  

©	
  Shopping	
  2020	
  

55	
  
 …als	
  conversaXon	
  starter	
  

http://vimeo.com/46304267‎
©	
  Shopping	
  2020	
  

56	
  
…als	
  verkoper	
  met	
  voorkennis	
  

©	
  Shopping	
  2020	
  

57	
  
 …als	
  provider	
  van	
  de	
  ‘store	
  everywhere’	
  

©	
  Shopping	
  2020	
  

58	
  
Future	
  touchpoints	
  
Conclusie	
  

•  Touchpoints	
  ontwikkelen	
  naar	
  de	
  momenten	
  van	
  intenXe	
  van	
  de	
  
consument	
  die	
  de	
  retailer	
  vervult	
  
•  Permission-­‐based	
  profiling	
  biedt	
  retailers	
  de	
  kans	
  relevant	
  te	
  zijn	
  
in	
  context	
  van	
  de	
  consument	
  	
  
•  Shopping	
  wordt	
  sociaal,	
  hybride,	
  asynchroon	
  en	
  conXnu	
  
•  We	
  gebruiken	
  een	
  mix	
  van	
  devices	
  naast	
  elkaar	
  
•  RelaJes	
  met	
  de	
  consument	
  via	
  curated	
  echte	
  ervaringen,	
  
gecombineerd	
  met	
  perfecte	
  fulfillment	
  	
  

©	
  Shopping	
  2020	
  

59	
  
EN	
  NU?	
  

©	
  Shopping	
  2020	
  

60	
  
De	
  gevolgen	
  van	
  de	
  alom	
  aanwezige	
  touchpoints…	
  

•  De	
  touchpoints	
  zijn	
  meer	
  media	
  dan	
  winkels	
  om	
  te	
  
kopen.	
  De	
  retailer	
  zal	
  dus	
  capaciteiten	
  moeten	
  
ontwikkelen	
  om	
  media	
  te	
  kunnen	
  managen.	
  	
  
•  De	
  retailer	
  kan	
  zich	
  focussen	
  op	
  het	
  leveren	
  van	
  het	
  
pladorm,	
  maar	
  vaker	
  zal	
  de	
  opJe	
  om	
  een	
  community	
  te	
  
bouwen	
  en	
  te	
  onderhouden.	
  
•  De	
  touchpoints	
  en	
  gevolgen	
  voor	
  interacJe	
  veranderen	
  
voortdurend.	
  Zorg	
  voor	
  open	
  en	
  flexibele	
  systemen	
  om	
  
met	
  de	
  klant	
  te	
  verbinden.	
  
©	
  Shopping	
  2020	
  

61	
  
Future	
  op	
  retail	
  model	
  
PSFK,	
  2014	
  

hemes
ern shopping

e Platforms

ms that enable
spond to
velop better
nd add
xperience.

ath

nking retailer
y data,
man service to
re and
ext.

©	
  Shopping	
  2020	
  
PSFK presents the Future of Retail 2014

62	
  
De	
  retailer	
  is	
  klaar	
  voor	
  de	
  future	
  touchpoints	
  in	
  2020…	
  

MAAK	
  JE	
  AANBOD	
  VINDBAAR	
  
IN	
  DE	
  ALOM	
  AANWEZIGE	
  WINKEL	
  
DOOR	
  TE	
  FOCUSSEN	
  OP	
  DATALAAG	
  
EN	
  ZO	
  TE	
  BOUWEN	
  AAN	
  COMMUNITY	
  
	
  
©	
  Shopping	
  2020	
  

63	
  
DANK!	
  	
  
Iskander	
  Smit,	
  	
  
@iskandr,	
  	
  
iskander@info.nl	
  

©	
  Shopping	
  2020	
  
References	
  
These	
  references	
  are	
  unsorted	
  	
  
Wearable	
  Tech.	
  hap://www.bbc.co.uk/news/business-­‐23579404	
  	
  
No	
  UI.	
  hap://smethur.st/posts/176135799	
  	
  
Digital	
  overlay.	
  hap://www.psp.com/2013/07/future-­‐of-­‐entertainment-­‐digital-­‐overlay.html	
  	
  
Nieuw	
  geld.	
  hap://www.ted.com/talks/paul_kemp_robertson_bitcoin_sweat_Jde_meet_the_future_of_branded_currency.html	
  	
  
InformaJon	
  consumerism.	
  hap://www.faz.net/aktuell/feuilleton/debaaen/ueberwachung/informaJon-­‐consumerism-­‐the-­‐price-­‐of-­‐hypocrisy-­‐12292374.html	
  	
  
Privacy	
  sensing.	
  haps://vimeo.com/46097693	
  	
  
Augmented	
  reality	
  IKEA.	
  hap://www.markeJngonline.nl/nieuws/bericht/ikea-­‐app-­‐brengt-­‐producten-­‐tot-­‐leven	
  
3D	
  printed	
  dress.	
  hap://www.wired.com/design/2013/07/catherine-­‐wales-­‐3-­‐d-­‐printer-­‐fashion-­‐designer/#slideid-­‐165611	
  	
  
PersonalisaJe	
  dashboards.	
  haps://www.media.volvocars.com/global/enhanced/en-­‐gb/media/preview.aspx?mediaid=45561	
  	
  
Metaverse.	
  haps://www.youtube.com/watch?v=CuSAqmtUnLs#at=519	
  	
  
The	
  store	
  is	
  everywhere.	
  
hap://www.businessoffashion.com/2013/07/the-­‐store-­‐is-­‐everywhere-­‐frog-­‐forrester-­‐google-­‐nike-­‐apple-­‐steve-­‐jobs-­‐the-­‐fancy-­‐joe-­‐einhorn.html	
  	
  
Ebay	
  3D	
  prinJng.	
  hap://mashable.com/2013/07/12/ebay-­‐3d-­‐print-­‐iphone-­‐app/?utm_cid=mash-­‐com-­‐t-­‐main-­‐photo	
  	
  
Google	
  interacJve	
  billboards.	
  hap://www.fastcompany.com/3014380/fast-­‐feed/googles-­‐futurisJc-­‐airport-­‐billboards-­‐are-­‐interacJve-­‐allow-­‐you-­‐to-­‐download-­‐conten	
  	
  
Moto	
  X.	
  hap://qz.com/89410/google-­‐moto-­‐x-­‐smartphone-­‐will-­‐spy-­‐on-­‐you-­‐247-­‐and-­‐youll-­‐like-­‐it/	
  	
  
Smart	
  watches	
  as	
  payment.	
  hap://venturebeat.com/2013/06/29/why-­‐smartwatches-­‐are-­‐the-­‐real-­‐future-­‐of-­‐mobile-­‐payments/	
  	
  
Internet	
  of	
  Things	
  eggfinder.	
  hap://qz.com/100510/ge-­‐just-­‐invented-­‐the-­‐first-­‐internet-­‐of-­‐things-­‐device-­‐youll-­‐actually-­‐want-­‐to-­‐own/	
  	
  
Google	
  research	
  mobile.	
  hap://think.withgoogle.com/databoard/#lang=en-­‐us&study=20&topic=45	
  	
  
Instagram	
  economy.	
  hap://feedly.com/k/14NHSeM	
  	
  
Ecommerce	
  Europe.	
  haps://www.shopping2020.nl/containers.php?acJon=view&Container_Id=10	
  
Corner	
  Convenience-­‐	
  future	
  movie.	
  haps://vimeo.com/37870061	
  	
  
Sight	
  -­‐	
  future	
  movie.	
  haps://vimeo.com/46304267	
  	
  
iOS7	
  beacon.	
  hap://www.macworld.com/arJcle/2041306/27-­‐new-­‐ios-­‐7-­‐features-­‐apple-­‐didnt-­‐talk-­‐about.html	
  	
  
GFK	
  -­‐	
  achteraf	
  betalen	
  onderzoek.	
  hap://www.emerce.nl/nieuws/gp-­‐achteraf-­‐betalen-­‐wint-­‐populariteit	
  	
  
Sneekpeeq	
  webretail	
  plaForm.	
  hap://thenextweb.com/insider/2013/07/13/sneakpeeq-­‐symphony-­‐commerce/	
  	
  
Clicks-­‐n-­‐bricks.	
  hap://www.markeJngfacts.nl/berichten/bricks-­‐clicks-­‐verkopen-­‐minder-­‐vaak-­‐nee	
  	
  
MIT	
  interview	
  wearable	
  tech.	
  hap://www.technologyreview.com/qa/515681/wearable-­‐compuJng-­‐pioneer-­‐says-­‐google-­‐glass-­‐offers-­‐killer-­‐existence/	
  	
  
10	
  products	
  that	
  rethink	
  interfaces.	
  
hap://thenextweb.com/insider/2013/05/28/insJncJve-­‐innovaJon-­‐10-­‐experimental-­‐projects-­‐that-­‐completely-­‐rethink-­‐computer-­‐interfaces/	
  	
  
Bever	
  met	
  tablets.	
  hap://www.emerce.nl/nieuws/bever-­‐rust-­‐winkels-­‐uit-­‐tablets	
  	
  
	
  
	
  

©	
  Shopping	
  2020	
  

65	
  
References	
  
These	
  references	
  are	
  unsorted	
  	
  
Social	
  media	
  en	
  de	
  groei	
  van	
  e-­‐commerce.	
  hap://www.dutchcowboys.nl/socialmedia/28377	
  	
  
On-­‐demand	
  markeJng.	
  hap://www.mckinsey.com/insights/markeJng_sales/the_coming_era_of_on-­‐demand_markeJng	
  	
  
Karl	
  Lagerfeld	
  concept	
  store.	
  hap://www.emerce.nl/wire/karl-­‐lagerfeld-­‐creert-­‐samen-­‐emakina-­‐rijke-­‐digitale-­‐beleving-­‐nieuwe-­‐concept-­‐store	
  	
  
Zoekmachine	
  voor	
  fysieke	
  winkels.	
  hap://www.emerce.nl/nieuws/amsterdam-­‐heew-­‐zoekmachine-­‐producten-­‐fysieke-­‐winkels	
  	
  
Amerikaanse	
  winkels	
  haken	
  af	
  met	
  f-­‐commerce.	
  hap://www.emerce.nl/nieuws/amerikaanse-­‐retailers-­‐haken-­‐af-­‐facebookcommerce	
  	
  
De	
  haken	
  en	
  ogen	
  van	
  same	
  day	
  delivery.	
  hap://www.emerce.nl/achtergrond/haken-­‐ogen-­‐sameday-­‐delivery	
  	
  
Snelle	
  mobiele	
  sites	
  belangrijk	
  voor	
  online	
  shoppers.	
  hap://www.emerce.nl/achtergrond/snelle-­‐mobiele-­‐site-­‐belangrijk-­‐online-­‐shoppers	
  	
  
Face	
  recogniJon	
  to	
  spot	
  vips	
  in	
  stores.	
  
hap://www.npr.org/blogs/alltechconsidered/2013/07/21/203273764/high-­‐end-­‐stores-­‐use-­‐facial-­‐recogniJon-­‐tools-­‐to-­‐spot-­‐vips	
  	
  
Bijenkorf	
  en	
  m-­‐commerce.	
  hap://www.emerce.nl/cases/hoe-­‐bijenkorf-­‐succesvol-­‐pioniert-­‐mcommerce	
  	
  
bol.com	
  opent	
  shopping	
  wall	
  in	
  Rdam	
  CS.	
  hap://www.twinklemagazine.nl/nieuws/2013/07/bol.com-­‐opent-­‐virtuele-­‐vakanJewinkel-­‐op-­‐roaerdam-­‐cs/index.xml	
  	
  
EmoJes	
  zijn	
  de	
  nieuwe	
  cookies.	
  hap://www.emerce.nl/nieuws/affecJve-­‐compuJng-­‐volgende-­‐stap-­‐online-­‐markeJng	
  	
  
Nieuwe	
  generaJe	
  bewegende	
  schermen.	
  hap://www.nu.nl/gadgets/3409284/nieuwe-­‐generaJe-­‐bewegende-­‐schermen-­‐gepresenteerd.html	
  	
  
Moto	
  X	
  personalisaJe.	
  hap://www.motorola.com/us/consumers/Moto-­‐X/moto-­‐x,en_US,pg.html	
  	
  
Nederlander	
  wil	
  zelfscankassa.	
  hap://www.emerce.nl/nieuws/nederlander-­‐vooral-­‐zelfscankassa	
  	
  
Concept	
  store	
  for	
  social	
  media	
  generaJon.	
  hap://www.psp.com/2013/04/social-­‐media-­‐department-­‐store.html	
  	
  
One	
  product,	
  many	
  sites.	
  hap://www.internetevoluJon.com/author.asp?secJon_id=838&doc_id=247891	
  	
  
MyOrder.	
  hap://finno.wordpress.com/2013/02/18/met-­‐secondscreen-­‐zet-­‐rabobanks-­‐myorder-­‐serieuze-­‐stappen-­‐in-­‐mobiel-­‐betalen-­‐in-­‐de-­‐retail/	
  	
  
Rethink	
  mobile	
  retail.	
  hap://www.fastcodesign.com/1671987/fresh-­‐from-­‐ted-­‐a-­‐mind-­‐blowing-­‐app-­‐that-­‐could-­‐remake-­‐mobile-­‐retail	
  	
  
Reimagine	
  stages	
  of	
  retail.	
  hap://radar.oreilly.com/2013/03/stages-­‐of-­‐retail-­‐showrooming-­‐baale-­‐5-­‐shopping-­‐fee-­‐ebay-­‐yerdle.html	
  	
  
Understanding	
  stages	
  of	
  retail.	
  hap://blogs.hbr.org/cs/2013/03/understanding_the_stages_of_retail.html	
  	
  
Schermen	
  future	
  movie.	
  hap://www.youtube.com/watch?v=jZkHpNnXLB0	
  	
  
Walmart	
  mobile	
  check-­‐out.	
  hap://allthingsd.com/20130320/walmart-­‐expanding-­‐iphone-­‐checkout-­‐system-­‐to-­‐more-­‐stores-­‐and-­‐android/	
  	
  
Kinect	
  in	
  shopping	
  malls.	
  hap://readwrite.com/2013/03/16/microsow-­‐new-­‐kinect-­‐enhancements-­‐go-­‐to-­‐the-­‐mall	
  	
  
RealJme	
  locaJon	
  awareness.	
  hap://www.kurzweilai.net/first-­‐google-­‐glass-­‐use-­‐for-­‐real-­‐Jme-­‐focus-­‐of-­‐mulJple-­‐viewers	
  	
  
EmpatheJc	
  algorithms.	
  hap://feedproxy.google.com/~r/Techcrunch/~3/HUGQw-­‐H9v0U/	
  	
  
Sharing	
  economy,	
  new	
  way	
  of	
  living.	
  hap://gu.com/p/3hm65/tw	
  	
  
VibraJng	
  windows	
  in	
  trains	
  as	
  touchpoint.	
  hap://mashable.com/2013/07/04/vibraJng-­‐train-­‐window-­‐ads/	
  	
  
Contact	
  lens	
  compuJng.	
  hap://www.fastcompany.com/3015060/heres-­‐what-­‐brick-­‐and-­‐mortar-­‐stores-­‐see-­‐when-­‐they-­‐track-­‐you	
  	
  
EsJmote	
  beacons	
  hap://esJmote.com/	
  	
  
Brick-­‐and-­‐mortar	
  tracking	
  hap://www.fastcompany.com/3015060/heres-­‐what-­‐brick-­‐and-­‐mortar-­‐stores-­‐see-­‐when-­‐they-­‐track-­‐you	
  	
  

©	
  Shopping	
  2020	
  

66	
  

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Future touchpoints Shopping2020 Iskander Smit

  • 1. WAT  LEERT  EEN  GLASS-­‐APP  VOOR  BOL.COM   OVER  DE  TOEKOMST  VAN  RETAIL  TOUCHPOINTS   Bevindingen  van  de  expertgroep  Future  Touchpoints   bij  Shopping2020  (#s2020)  op  de  WebWinkelVakdagen  (#wwv14)    Iskander  Smit,  strategy  director  info.nl   @iskandr   ©  Shopping  2020  
  • 2. Over  de  gastheer  info.nl   Strategie,  ontwerp,  ontwikkeling  en  beheer  van  online  plaForms.  ConnecJng  the  dots.   ©  Shopping  2020   2  
  • 4. Onderzoeksvraag   WAT  ZIJN  DE  RELEVANTE   CONTACTPUNTEN  TUSSEN   CONSUMENT  EN  WINKELIER     IN  2020?   ©  Shopping  2020   4  
  • 5. EEN  VOORBEELD   ©  Shopping  2020   5  
  • 14. Touchpoints?   ALLES  DAT  HET  CONTACT  KAN  ZIJN   TUSSEN  CONSUMENT  EN  MERK   ©  Shopping  2020   14  
  • 15. Touchpoints   ©  Shopping  2020   15  
  • 16. TOEKOMST  VOORSPELLEN  IS  LASTIG   ©  Shopping  2020   16  
  • 17. 7  JAAR  GELEDEN?   ©  Shopping  2020   17  
  • 18. Mobiel internetgebruik1 naar leeftijd, 2007 en 2012 Totaal 12 tot 25 jaar 25 tot 45 jaar 45 tot 65 jaar 65 tot 75 jaar 0 Bron: CBS 10 20 30 40 50 2007 60 2012 70 80 90 100 % v internet gebruikers 2) an 1) Gebruik van mobiele apparatuur niet thuis of op het werk 2) Personen met internetgebruik in de drie maanden voorafgaand aan het onderzoek ©  Shopping  2020   18  
  • 19. FUTURE TOUCHPOINTS Laptops s  70%  van  alle  online  retail  touchpoints  mby tablets & phones In  2020  iand desktops are believed to be replaced obiel   Interactive TV GFK  research     will also gain market share (9%) but Smartware (watches and glasses) will remain small Total market: devices used in the future to make online purchases (expert forecast) Distribution of online purchase channels (%) 3%4% 5% 3% 10% 15% 9% 32% 10% 22% 21% 31% 33% 2013 Laptop Smartphone Smart watches Desktop Interactive/Internet television Other devices Base: all experts who have given their vision on the total market and have evaluated a specific segment (n= 268) © Shopping 2020 ©  Shopping  2020   2020 Tablet Glasses (e.g. Google Glasses) 73 19  
  • 20. Business  Insider  –  future  of  digital,  November  2013   ©  Shopping  2020   20  
  • 21. Sensors  tracking  all  of  our  life   the  internet  of  everything   http://quantifiedself.com/2011/02/hit-–-health-internet-of-things/ ©  Shopping  2020   21  
  • 22. THE  “YOU-­‐WEB”   ©  Shopping  2020   22  
  • 23. Trend  1  van  6   WE  KRIJGEN  HYPERPERSONALISATIE   VAN  ALLES       ©  Shopping  2020   23  
  • 24. 3D  scanning  en  prinXng     Project  DNA;  onze  eigen  maten  als  touchpoint  voor  retail  aanbiedingen   ©  Shopping  2020   24  
  • 25. Marktplaats  van  profielen   ‘Placed’  biedt  winkeliers  data  over  hun  bezoekers  buiten  de  eigen  winkel   ©  Shopping  2020   25  
  • 26. Zelfcontrole  vervangt  privacy   haps://vimeo.com/46097693   ©  Shopping  2020   26  
  • 28. Echte  ervaringen   Landmarkt   ©  Shopping  2020   28  
  • 29. Trend  2  van  6   IN  BALANS  MET  ALLE  DATA  ZOEKEN   WE  ECHTE  ERVARINGEN  EN  SOCIALE   VERBANDEN     ©  Shopping  2020   29  
  • 30. Social  als  tool  voor  het  vinden  van  advies  door  peers   Svpply   ©  Shopping  2020   30  
  • 31. Curators  van  de  juiste  producten  en  ervaringen   Fashion  blogs,  Fab,  etc.   ©  Shopping  2020   31  
  • 32. Pop-­‐up  experiences   ©  Shopping  2020   32  
  • 33. Trend  3  van  6   HYBRIDE  SHOPPING  ZAL  DE   STANDAARD  WORDEN     ©  Shopping  2020   33  
  • 34. Key Takeaways Mobile search is the starting point. Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping 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. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store. 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. Google Shopper Marketing Council, April 2013 http://www.google.com/think/research-studies/mobile-in-store.html 04 ©  Shopping  2020   34  
  • 35. Mixing  media;  pas  andere  kleuren  via  de  digitale  spiegel   Sharp  (hap://www.youtube.com/watch?v=3CSXOWKSG98)   ©  Shopping  2020   35  
  • 36. Pop-­‐up  digitale  stores   bol.com   ©  Shopping  2020   36  
  • 37. Hands-­‐free  shopping   Apple  store  app   ©  Shopping  2020   37  
  • 38. Trend  4  van  6   CUSTOMER  SHOPPING  JOURNEYS   WORDEN  MINDER  LINEAIR     ©  Shopping  2020   38  
  • 39. Asynchronous  customer  journeys   Forrester   ©  Shopping  2020   39  
  • 40. Bluetooth  Smart  brengt  de  data  in  de  cloud  als  onderdeel  van  de  winkel   EsJmote  iBeacons   ©  Shopping  2020   40  
  • 41. Trend  5  van  6   RETAIL  ZAL  MEER  EN  MEER  IN  DE   CLOUD  PLAATSVINDEN.   IN  FYSIEKE  SHOP  EN  ONLINE.     ©  Shopping  2020   41  
  • 42. Met  onze  wearable  devices  kan  alles  een  touchpoint  zijn   Fancy  Glass  app   ©  Shopping  2020   42  
  • 43. Trend  6  van  6   IN  DE  TOEKOMST  VAN  RETAILING  IS   ALLES  EEN  TOUCHPOINT.   ©  Shopping  2020   43  
  • 44. Niet  het  device  is  het  touchpoint,  maar  het  product.   Of  de  mens  natuurlijk   ©  Shopping  2020   44  
  • 45. The  store  is  everywhere   ©  Shopping  2020   45  
  • 46. GLASS  ALS  CASE   ©  Shopping  2020   46  
  • 47. BOL.COM  ALS   ONDERWERP   ©  Shopping  2020   47  
  • 48. Principe  van  Glass;  geen  apps  maar  contextdiensten   Model  labs.info.nl   ©  Shopping  2020   48  
  • 49. denkmodel   BOL.COM  LEVERT  KENNIS  EN  GEMAK,   DE  DATA  UIT  GEDRAG  IS  DE  BRON.       BOL.COM  FACILITEERT  DE   WINKELERVARING.     ©  Shopping  2020   49  
  • 50. bol.com  is  niet  de  winkel  waar  je  heen  gaat   ©  Shopping  2020   50  
  • 51. bol.com  faciliteert  het  contact  tussen  shopper  en  retailer   ©  Shopping  2020   51  
  • 52. Glass  is  bij  uitstek  het  voertuig  van  die  rol   ©  Shopping  2020   52  
  • 55. …als  adviseur  bij  de  moeilijke  keuzes   ©  Shopping  2020   55  
  • 56.  …als  conversaXon  starter   http://vimeo.com/46304267‎ ©  Shopping  2020   56  
  • 57. …als  verkoper  met  voorkennis   ©  Shopping  2020   57  
  • 58.  …als  provider  van  de  ‘store  everywhere’   ©  Shopping  2020   58  
  • 59. Future  touchpoints   Conclusie   •  Touchpoints  ontwikkelen  naar  de  momenten  van  intenXe  van  de   consument  die  de  retailer  vervult   •  Permission-­‐based  profiling  biedt  retailers  de  kans  relevant  te  zijn   in  context  van  de  consument     •  Shopping  wordt  sociaal,  hybride,  asynchroon  en  conXnu   •  We  gebruiken  een  mix  van  devices  naast  elkaar   •  RelaJes  met  de  consument  via  curated  echte  ervaringen,   gecombineerd  met  perfecte  fulfillment     ©  Shopping  2020   59  
  • 60. EN  NU?   ©  Shopping  2020   60  
  • 61. De  gevolgen  van  de  alom  aanwezige  touchpoints…   •  De  touchpoints  zijn  meer  media  dan  winkels  om  te   kopen.  De  retailer  zal  dus  capaciteiten  moeten   ontwikkelen  om  media  te  kunnen  managen.     •  De  retailer  kan  zich  focussen  op  het  leveren  van  het   pladorm,  maar  vaker  zal  de  opJe  om  een  community  te   bouwen  en  te  onderhouden.   •  De  touchpoints  en  gevolgen  voor  interacJe  veranderen   voortdurend.  Zorg  voor  open  en  flexibele  systemen  om   met  de  klant  te  verbinden.   ©  Shopping  2020   61  
  • 62. Future  op  retail  model   PSFK,  2014   hemes ern shopping e Platforms ms that enable spond to velop better nd add xperience. ath nking retailer y data, man service to re and ext. ©  Shopping  2020   PSFK presents the Future of Retail 2014 62  
  • 63. De  retailer  is  klaar  voor  de  future  touchpoints  in  2020…   MAAK  JE  AANBOD  VINDBAAR   IN  DE  ALOM  AANWEZIGE  WINKEL   DOOR  TE  FOCUSSEN  OP  DATALAAG   EN  ZO  TE  BOUWEN  AAN  COMMUNITY     ©  Shopping  2020   63  
  • 64. DANK!     Iskander  Smit,     @iskandr,     iskander@info.nl   ©  Shopping  2020  
  • 65. References   These  references  are  unsorted     Wearable  Tech.  hap://www.bbc.co.uk/news/business-­‐23579404     No  UI.  hap://smethur.st/posts/176135799     Digital  overlay.  hap://www.psp.com/2013/07/future-­‐of-­‐entertainment-­‐digital-­‐overlay.html     Nieuw  geld.  hap://www.ted.com/talks/paul_kemp_robertson_bitcoin_sweat_Jde_meet_the_future_of_branded_currency.html     InformaJon  consumerism.  hap://www.faz.net/aktuell/feuilleton/debaaen/ueberwachung/informaJon-­‐consumerism-­‐the-­‐price-­‐of-­‐hypocrisy-­‐12292374.html     Privacy  sensing.  haps://vimeo.com/46097693     Augmented  reality  IKEA.  hap://www.markeJngonline.nl/nieuws/bericht/ikea-­‐app-­‐brengt-­‐producten-­‐tot-­‐leven   3D  printed  dress.  hap://www.wired.com/design/2013/07/catherine-­‐wales-­‐3-­‐d-­‐printer-­‐fashion-­‐designer/#slideid-­‐165611     PersonalisaJe  dashboards.  haps://www.media.volvocars.com/global/enhanced/en-­‐gb/media/preview.aspx?mediaid=45561     Metaverse.  haps://www.youtube.com/watch?v=CuSAqmtUnLs#at=519     The  store  is  everywhere.   hap://www.businessoffashion.com/2013/07/the-­‐store-­‐is-­‐everywhere-­‐frog-­‐forrester-­‐google-­‐nike-­‐apple-­‐steve-­‐jobs-­‐the-­‐fancy-­‐joe-­‐einhorn.html     Ebay  3D  prinJng.  hap://mashable.com/2013/07/12/ebay-­‐3d-­‐print-­‐iphone-­‐app/?utm_cid=mash-­‐com-­‐t-­‐main-­‐photo     Google  interacJve  billboards.  hap://www.fastcompany.com/3014380/fast-­‐feed/googles-­‐futurisJc-­‐airport-­‐billboards-­‐are-­‐interacJve-­‐allow-­‐you-­‐to-­‐download-­‐conten     Moto  X.  hap://qz.com/89410/google-­‐moto-­‐x-­‐smartphone-­‐will-­‐spy-­‐on-­‐you-­‐247-­‐and-­‐youll-­‐like-­‐it/     Smart  watches  as  payment.  hap://venturebeat.com/2013/06/29/why-­‐smartwatches-­‐are-­‐the-­‐real-­‐future-­‐of-­‐mobile-­‐payments/     Internet  of  Things  eggfinder.  hap://qz.com/100510/ge-­‐just-­‐invented-­‐the-­‐first-­‐internet-­‐of-­‐things-­‐device-­‐youll-­‐actually-­‐want-­‐to-­‐own/     Google  research  mobile.  hap://think.withgoogle.com/databoard/#lang=en-­‐us&study=20&topic=45     Instagram  economy.  hap://feedly.com/k/14NHSeM     Ecommerce  Europe.  haps://www.shopping2020.nl/containers.php?acJon=view&Container_Id=10   Corner  Convenience-­‐  future  movie.  haps://vimeo.com/37870061     Sight  -­‐  future  movie.  haps://vimeo.com/46304267     iOS7  beacon.  hap://www.macworld.com/arJcle/2041306/27-­‐new-­‐ios-­‐7-­‐features-­‐apple-­‐didnt-­‐talk-­‐about.html     GFK  -­‐  achteraf  betalen  onderzoek.  hap://www.emerce.nl/nieuws/gp-­‐achteraf-­‐betalen-­‐wint-­‐populariteit     Sneekpeeq  webretail  plaForm.  hap://thenextweb.com/insider/2013/07/13/sneakpeeq-­‐symphony-­‐commerce/     Clicks-­‐n-­‐bricks.  hap://www.markeJngfacts.nl/berichten/bricks-­‐clicks-­‐verkopen-­‐minder-­‐vaak-­‐nee     MIT  interview  wearable  tech.  hap://www.technologyreview.com/qa/515681/wearable-­‐compuJng-­‐pioneer-­‐says-­‐google-­‐glass-­‐offers-­‐killer-­‐existence/     10  products  that  rethink  interfaces.   hap://thenextweb.com/insider/2013/05/28/insJncJve-­‐innovaJon-­‐10-­‐experimental-­‐projects-­‐that-­‐completely-­‐rethink-­‐computer-­‐interfaces/     Bever  met  tablets.  hap://www.emerce.nl/nieuws/bever-­‐rust-­‐winkels-­‐uit-­‐tablets         ©  Shopping  2020   65  
  • 66. References   These  references  are  unsorted     Social  media  en  de  groei  van  e-­‐commerce.  hap://www.dutchcowboys.nl/socialmedia/28377     On-­‐demand  markeJng.  hap://www.mckinsey.com/insights/markeJng_sales/the_coming_era_of_on-­‐demand_markeJng     Karl  Lagerfeld  concept  store.  hap://www.emerce.nl/wire/karl-­‐lagerfeld-­‐creert-­‐samen-­‐emakina-­‐rijke-­‐digitale-­‐beleving-­‐nieuwe-­‐concept-­‐store     Zoekmachine  voor  fysieke  winkels.  hap://www.emerce.nl/nieuws/amsterdam-­‐heew-­‐zoekmachine-­‐producten-­‐fysieke-­‐winkels     Amerikaanse  winkels  haken  af  met  f-­‐commerce.  hap://www.emerce.nl/nieuws/amerikaanse-­‐retailers-­‐haken-­‐af-­‐facebookcommerce     De  haken  en  ogen  van  same  day  delivery.  hap://www.emerce.nl/achtergrond/haken-­‐ogen-­‐sameday-­‐delivery     Snelle  mobiele  sites  belangrijk  voor  online  shoppers.  hap://www.emerce.nl/achtergrond/snelle-­‐mobiele-­‐site-­‐belangrijk-­‐online-­‐shoppers     Face  recogniJon  to  spot  vips  in  stores.   hap://www.npr.org/blogs/alltechconsidered/2013/07/21/203273764/high-­‐end-­‐stores-­‐use-­‐facial-­‐recogniJon-­‐tools-­‐to-­‐spot-­‐vips     Bijenkorf  en  m-­‐commerce.  hap://www.emerce.nl/cases/hoe-­‐bijenkorf-­‐succesvol-­‐pioniert-­‐mcommerce     bol.com  opent  shopping  wall  in  Rdam  CS.  hap://www.twinklemagazine.nl/nieuws/2013/07/bol.com-­‐opent-­‐virtuele-­‐vakanJewinkel-­‐op-­‐roaerdam-­‐cs/index.xml     EmoJes  zijn  de  nieuwe  cookies.  hap://www.emerce.nl/nieuws/affecJve-­‐compuJng-­‐volgende-­‐stap-­‐online-­‐markeJng     Nieuwe  generaJe  bewegende  schermen.  hap://www.nu.nl/gadgets/3409284/nieuwe-­‐generaJe-­‐bewegende-­‐schermen-­‐gepresenteerd.html     Moto  X  personalisaJe.  hap://www.motorola.com/us/consumers/Moto-­‐X/moto-­‐x,en_US,pg.html     Nederlander  wil  zelfscankassa.  hap://www.emerce.nl/nieuws/nederlander-­‐vooral-­‐zelfscankassa     Concept  store  for  social  media  generaJon.  hap://www.psp.com/2013/04/social-­‐media-­‐department-­‐store.html     One  product,  many  sites.  hap://www.internetevoluJon.com/author.asp?secJon_id=838&doc_id=247891     MyOrder.  hap://finno.wordpress.com/2013/02/18/met-­‐secondscreen-­‐zet-­‐rabobanks-­‐myorder-­‐serieuze-­‐stappen-­‐in-­‐mobiel-­‐betalen-­‐in-­‐de-­‐retail/     Rethink  mobile  retail.  hap://www.fastcodesign.com/1671987/fresh-­‐from-­‐ted-­‐a-­‐mind-­‐blowing-­‐app-­‐that-­‐could-­‐remake-­‐mobile-­‐retail     Reimagine  stages  of  retail.  hap://radar.oreilly.com/2013/03/stages-­‐of-­‐retail-­‐showrooming-­‐baale-­‐5-­‐shopping-­‐fee-­‐ebay-­‐yerdle.html     Understanding  stages  of  retail.  hap://blogs.hbr.org/cs/2013/03/understanding_the_stages_of_retail.html     Schermen  future  movie.  hap://www.youtube.com/watch?v=jZkHpNnXLB0     Walmart  mobile  check-­‐out.  hap://allthingsd.com/20130320/walmart-­‐expanding-­‐iphone-­‐checkout-­‐system-­‐to-­‐more-­‐stores-­‐and-­‐android/     Kinect  in  shopping  malls.  hap://readwrite.com/2013/03/16/microsow-­‐new-­‐kinect-­‐enhancements-­‐go-­‐to-­‐the-­‐mall     RealJme  locaJon  awareness.  hap://www.kurzweilai.net/first-­‐google-­‐glass-­‐use-­‐for-­‐real-­‐Jme-­‐focus-­‐of-­‐mulJple-­‐viewers     EmpatheJc  algorithms.  hap://feedproxy.google.com/~r/Techcrunch/~3/HUGQw-­‐H9v0U/     Sharing  economy,  new  way  of  living.  hap://gu.com/p/3hm65/tw     VibraJng  windows  in  trains  as  touchpoint.  hap://mashable.com/2013/07/04/vibraJng-­‐train-­‐window-­‐ads/     Contact  lens  compuJng.  hap://www.fastcompany.com/3015060/heres-­‐what-­‐brick-­‐and-­‐mortar-­‐stores-­‐see-­‐when-­‐they-­‐track-­‐you     EsJmote  beacons  hap://esJmote.com/     Brick-­‐and-­‐mortar  tracking  hap://www.fastcompany.com/3015060/heres-­‐what-­‐brick-­‐and-­‐mortar-­‐stores-­‐see-­‐when-­‐they-­‐track-­‐you     ©  Shopping  2020   66