+ Follow Mobile Centric Innovation on the Luxury Shopping Journey by Nuno Santos on Oct 10, 2012 278 views The deck focuses on using mobile technology to innovate and accelerate customers luxury goods shopping journey. We use the principles of calm technology to accelerate the journey: Rather than immersing the customer in adds, data and choices, we use mobile to collect information, deliver content and being the bridge to immersive experiences in-store. Adaptation for print of the deck with the same title presented at a luxury innovation session.

1. Mobile Centric
Innovation on the Luxury
Shopping Journey
Nuno Santos
BrandEmotivity - Global Partner, Head of Strategy
Paris, 9 October 2012

2. “... Next comes ubiquitous
computing, or the age of calm,
when technology recedes into
the background of our lives...”
Mark Weiser, 1996

3. Luxury Brands - Shopping Journey
Attention Intention Interaction
Cyclic
Search
Select Buy Amplify
ReSearch
Serendipitous

4. From Physical to Digital Shopping Journey
Attention Intention Interaction
Malls
Advertising In-Store
High-Streets
Everywhere Immediate Permanent

5. Risk to Luxury Brands
Everywhere Immediate Permanent
Adverts in every No time to No effective No paper
medium. Barrier to consider. Poor curation. Social Possible Regret. shopping bag, no
attention. experiences. poor everywhere. Uncertainty. No ritual value. Conspicuous
Insignificance. interaction Dependency on equals no value. consumption. Flood
Privacy invasion. mechanisms. friends. of sharing.
Lack of Vague No Experience, No Storytelling
Attention Intentions Brand Dilution
Unqualified Loss of Sales,
Overspending
Sales Leads Sales to the wrong Customers

6. A new approach to the Digital Shopping Journey
Attention Intention Interaction
Search /
Intelligent Attention
ReSearch The product fits Amplify experience
Capturing. Curation from
On Demand. Perfectly. of Usage, not of
Contextual Selected Influencers
Intelligent, It is “made for me”. buying.
Advertising
personalised.
Contextual Personalised Immersive Technology / In-Store Experience
Right Qualified Luxury Experience at the crossing of
Spending Leads Digital and Physical worlds

7. Extending the experience management
Attention
.
Contextual Advertising
Localised Socialised
Intention
.
Reactive Personalised
Results
Interaction
Browse Save
.
Interactive Immersive In-Store Augmented
Digital Experiences
Decide Buy Amplify
Talk Query
Personalised Prestigious
Customer Data and Experience Management

8. Smartphones bring the age of Ubiquitous Computing
Gyroscope
GPS
Loud Accele-
speaker rometer
Memory
Smartphone
3G/4G .
Ubiquitous
Video
Computing
Wi-Fi
Voice
Control
Vibration
Bluetooth
Camera

9. Shopping Journey - Attention
Mobile enabled Contextual Comms
Community
Mobile as the tool to
Mobile as the tool to
put the Advert in
put the Advert in
Local Context
Social Context
(eg. Where to find the product,
(eg. See people on my network Social Local how is the product trending
that “wish” that product; etc)
Relevance Relevance locally, etc)
Influence Augmented Action
Advertising
Mobile as the tool to Interact with Adverts
(eg. Add to Wish Lists; Discover more Content; ...;)

10. Shopping Journey - Intention
Personalised Results
User
Search
Engine
Social Visual Geo
Search Search Search
Collect user data at Provide the user with the
every point and platform ReSearch right personalised choices
of interaction and results, “invisibly”
Influencers Fit Stock
Validation Validation Validation
Personalised
Results
Data and Personalisation
Engines

11. Shopping Journey - Interaction
Mobile enabled Immersive In-Store Digital Experiences
Enable the shop-
assistant, “kill-the-till”,
associated products up-
sell, reserve, deliver.
Automatic
Share the
“check-in”,
usage experience.
Shop-Assistant
Becoming a “club
Interaction, Interaction member”. “Augment the
“how it looks” walls, . usage” - use better.
Digital fit, Social
Validation Immersive In-Store Educate. Inform.
Digital Experiences Amplify.
Decide Buy Amplify
Customer Data and Experience Management

12. Mobile - Bridging the physical and digital journeys
Moment
Attention Intention Interaction
Cyclic
(Using mobile for predictive Search
product needs through (Mobile as the immediate Decide Buy Amplify
comms regularity) tool for search about the
attention subject) (Mobile as the in-store tool to (Effectively make the (Influence other customers or
Validate - after Social and transaction) potential customers)
Cultural context)
Activity
ReSearch (Mobile as the tool to (Mobile as a payment, (Mobile as the platform
Serendipity (Mobile as the medium for
enrich the decision identification, loyalty, of usage / satisfaction
(Mobile as a medium to Social and Cultural identifier)
experience in-Store) follow-up and social
interact, augment, and Contextualizition)
amplification)
contextualise Adverts) in-Store
Print
Digital Display Visual Search Interaction with Assistant
Medium
Paid Search Social Search Interaction with in-store Digital Experiences
Apps Local Search Interaction with products and “shelves”
(...) (...) (...)
Mobile Integrated with customer data and digital in-store experiences

13. Thank you!
Nuno Santos
Global Partner, Head of Strategy
nuno.santos@brandemotivity.com
London Paris Singapore Shanghai