2. Towards the connected and empowered customer
Purpose driven
consumption
Connected
and
informed
customer
Low attention
and
FOMO
Demanding and
growing expectations
Zapping
and
ever changing
needs
3. Ways to adress the connected customer
1.
Connecting products
to purpose
2.
Connected Store
4.
In store experience
3.
Customisation and
personalisation
5.
Frictionless
interactions
4. Putting the shop as a point in customer journey
Source : Forrester
34. In short
Bringing together products and purpose to quench the thirst for
meaning.
Connecting the store with consumers for better service.
Customize the experience, personalise the product for
differentiation.
In Store Experiences for attention-hungry customers
Make it easy, simple and frictionless to avoid zapping
Purpose : Ecologie, Made in France, Social Media – est ce que ceci plaira à mes amis ?
Connected : Informé, vérification de l’information, et vocal
Low attention et FOMO : Le combat pour l’attention devient de plus en plus difficile, et le consommateur passif qui écoute, c’est fini
Les marchés sont de plus en plus sophisitiqués et raffinés : poussent vers plus de service et plus de personnalisation.
Zapping and ever changing needs : Le digital ammène des sociétés à rendre des services, des catégories plus poreuses, des besoins qui changent – une paire de chaussure est en concurrence avec un Week end.
Conçu par TeamLab pour les magasins japonais de Vanquish
Vidéo avec du contenu de marque en rapport avec le vêtement décroché
http://fr.ooh-tv.com/2013/01/08/japon-quand-les-cintres-dun-magasin-declenchent-les-contenus-decrans-daffichage-numerique/
Permet de ne jamais laisser le client seul et d’éviter les abandons : pas besoin de checker les stocks, d’aller chercher un autre vendeur en cas de besoin, d’envoyer le client à la caisse + possibilité de commander en ligne pour le client
Permet de limiter les problèmes liés au showrooming en fournissant de l’information immédiatement au client
Importance du service, plus complet, plus personnel et plus prégnant grâce au mobile
32%
of consumers expect from a retailer or brand to be able to place an order online for them in a physical store location
(Forrester Research)
Permet de ne plus faire la queue => moins d’abandon d’achat
61%
of consumers would be interested in using a self-checkout technology in-store
(Forrester Research)
Big Data dans la vraie vie.
People Counting
Take people counting to the next level with comprehensive in-store analytics. RetailNext measures traffic and conversion by store, region, and chainwide and gives you instant views by any time period including by day, week, month, day of week, hour of day, and more. It monitors where shoppers walk, stop, and look, how long they stay, and how it all connects to sales at the register. RetailNext even generates heat maps of your stores to easily see where the shoppers end up—and where they don't.
Loss Prevention
RetailNext is a full-featured Loss Prevention video recording system that stores and gives access to video. Save time with one-click access to video of any POS event and browse our convenient timeline to quickly find clips with shoppers in them. Why spend more on a separate DVR system when RetailNext can do it all for you?
Marketing and merchandising
Learn which programs and working and which are not with in-store analytics from RetailNext. Measure the effect of marketing programs using before-and-after or A/B split testing methodology. Test and optimize fixtures, dislays, store layouts, and promotions. And you can use instant access to video of stores to confirm store compliance with display programs.
Staffing optimization
RetailNext can import data from your staffing software, workforce management (WFM), or time & attendance system to enable data-driven staffing optimization. Measure conversion by time period and staffing level to identify opportunities to increase sales or reduce costs. Evaluate store managers, sales associates, and cashiers using real-world performance tracked to an individual level.
POS Exception Reporting
RetailNext contains a full-featured POS exception reporting system built right in. You can search and sort transactions by value, number of items, SKU, register, cashier, transaction type, payment type, exception type, and more. Gain one-click access to basket details and video for all transactions. Define configurable exception reports to go straight to your inbox.
Queue optimization
Use RetailNext to understand how and when customers use your cash/wrap stations and when and where you're losing sales to long lines. Measure throughput and other KPIs for all cashiers regardless of time and location. Create intuitive heat maps of queuing areas to visually comprehend traffic patterns.
Opportunités coupons
Mesure tout des shoppers : s’ils s’arrêtent devant les vitrines, rentrent dans le magasin, profil (âge, sexe, race…), leurs expressions faciales…
Déployé dans cinq chaines de magasins (confidentiel) selon le fabricant
http://www.docnews.fr/actualites/innovation,big-brother-nos-vitrines,34,15130.html
Trigered when you go in store.
Prepare your shopping
Get an exclusive service
Links staff with consumers
Fabriquer sa propre converse in-store à partir d’outils digitaux, de choisir parmi les options proposées ou de venir avec son propre design (possibilité de le faire online aussi et de venir en magasin ensuite)
Importance du cross-canal
http://jerseyfashionista.com/converse-opens-its-first-mall-store-in-the-westfield-garden-state-plaza-in-jersey/
Partage en ligne sur RS des vêtements essayés => personal branding + demande de conseils
Change the colours of the close thanks to a connected ipad.
Permet de limiter les problèmes liés au showrooming en fournissant le maximum d’infos aux clients
+ cross selling, conseils d’utilisation, etc
Le consommateur veut être informé avant d’acheter