Most retailers now have a digital presence in store. There is a lot to see out there in the wild and this presentation takes you through what is out there and how the technology is being applied. This slides were presented at the inaugural Connected Stores Conference 2015 in London.

1. RETAIL INNOVATION - WHAT’S OUT THERE?
RETAIL | DIGITAL | END TO END

2. RETAIL | DIGITAL | END TO END
C O N T E N T S
• ABOUT ME
• THE DIGITAL & MORTAR LANDSCAPE
• THE USE CASES
• SHOWCASING
• BROWSING
• LOCATION
• PAYING
• STAFF ENABLEMENT
• KEY TAKEAWAYS

3. RETAIL | DIGITAL | END TO END
ABOUT ME
• I run retail-innovation.com.
with 450 visitors per day.
• I’m REPL’s Digital Director. I
joined in October.
• I’m famous for putting digital
in store at M&S
• I’ve worked for /with a
number of larger retailers.
• I’ve worked with the web since
it all began.

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RETAIL IS IN THE BLOOD

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DIGITAL STORES INTERNATIONAL
DIGITAL STORES UK
CATEGORY SPECIFIC INNOVATIONS
M&S.COM REPLATFORM (UK)
MY WORK AT MARKS & SPENCER

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ABOUT REPL DIGITAL
• We’re a specialist in bringing digital into
store
• UK based; 160 employees
• We have a mobile platform which
enables store staff to be more
productive.
• We’ve been innovating in the mobile in
store space since 2011 and work with
over 30 retailers worldwide including: -

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THE DIGITAL & MORTAR
LANDSCAPE

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THE WAY PEOPLE BUY IS RAPDILY CHANGING
• There is an adjustment taking place in the
market between bricks & digital.
• UK store footfall has been declining.
• Digital influence on purchase continuing to
rise and mobile/tablet main drivers. Usage
continuing steep trajectory.
• Delivery costs rising and online pure-play
retailers going out of business.
Source: BI Intelligence
Device usage growth

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CUSTOMER SERVICE IS KEY
• Customer expects online and offline
assistants to be knowledgeable.
• There are significant up-sell & cross-
sell opportunities.
• Store staff should use mobile digital
tools to keep them on the pulse.
• Customers use devices for self-service
in store; comparing products/prices,
getting advice from friends & taking
photos.

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Attracting
the customer
into store
Create great
customer
experience
Convert the
opportunity
Staff enablement
& productivity
Reduce staff
turnover
FOOTFALL
Increase Net
Promoter Score
Increase customer
satisfaction
Improve product availability
Increase staff on shop floor
Increase conversion
Increase time spent
in store
Increase average
basket size
Improve staff
productivity
DRIVING THESE KPI’S FIT INTO 4 INITIATIVES
Increase visitors
into store
HOW SHOULD YOU PRIORITISE YOUR INVESTMENT?
AVERAGE SPEND COSTS PROFIT

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THE USE CASES

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SHOWCASING
USE CASES

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SHOWCASING
CONNECTED STORE
VIRTUAL FOOTWEAR WALL
DIGITAL CAR SHOWROOM
VIRTUAL CLOTHING RAIL

14. • In the following video, Audi
demonstrate how the
digital showroom works.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/audi-city-in-londons-picadilly-circus/

15. • In the following video,
Rebecca Minkoff
demonstrate how the
digital boutique works.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/digital-changing-room-and-interactive-
mirrors-at-rebbecca-minkoff/

16. SHOWCASING – SUMMARY
 Must be solving a genuine
problem:
 Adidas – showcase 4,000 shoes in
small store
 Audi – showcase cars in city
space
 M&S – showcase clothes in a food
store
 Rebecca Minkoff - ??
 Expensive to build because nearly
always bespoke.
 Projects shown would have cost
around £1m
 High ongoing content costs
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BROWSING
USE CASES

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GETTING PRODUCT INFORMATION WITH KIOSK
Customers using self service devices
in store to identify availability of a
colour/size not in store or explore
wider catalogue
DIGITAL CATALOGUE
BROWSE & ORDER HUBS
BROWSE & ORDER BANKS

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GETTING PRODUCT INFORMATION WITH MOBILE
Customers using mobile to identify
product and find out more, like, add
to wish list or order.
BEACONS ON PRODUCTS
IMAGE RECOGNITION
NFC ON SHELF EDGE

20. • In the following video,
Hointer display one of each
product and you order your
size to the changing room.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/us-retailer-hointer-uses-robots-to-
deliver-your-selections-to-the-fitting-room/

21. • In the following video,
Argos introduce their new
digital store concept.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/new-argos-digital-concept-stores/

22. BROWSING – SUMMARY
 Interactions must be quick &
seamless. Shopper wants
immediacy when in store.
 Consider the store staff as users.
 Test the target users appetite first
with a minimum viable product.
23
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/audi-city-in-londons-picadilly-circus/

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24
LOCATION
USE CASES

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WAY-FINDING
MOBILE OUTDOORS
IN-STORE KIOSK
SHOPPING MALL KIOSK
IN-STORE WITH MOBILE

25. MOBILE NAVIGATION IN-STORE
• Technology pilots appeared in
2011 at Macys. Very few other
examples.
• Cost prohibitive – requires indoor
receptor and non food retailer not
likely to hold digital planograms.
• However, new WI-FI points soon
to be replacing end-of-life kit.
These can triangulate customer
location. Additionally as more
retailers dispatch from store,
digital planograms may start to be
created.

26. LOCATION BASED TARGETING
• Who knows where you are?
– Google location history has been
charting where you are going.
– Handset Manufacturers, mobile
operators can also track you
– Apps using geo-location services
• Use Case
– Customers can search for
product/service nearby.
– Real-time bidding retailers
promote products/services if
nearby.

27. • In the following video,
Meat Pack disrupt your
shopping journey with a
live offer
Use Case
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/mobile-app-that-hijacks-you-from-a-
rival-store/

28. LOCATION – SUMMARY
 Still too many barriers to do in-
store navigation.
 Consider what you could do with
footfall data.
 Be ready to work with Google.
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PAYING
USE CASES

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PAY ANYWHERE
• Through use of
mobile, customers can
be given more
convenient places to
order & pay.
• Hospitality has had
many successful trials
whilst retailers still
experiment.
PAY IN CAR SHOP & GO
PAY AT TABLE PAY IN STADIUM

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PAYING WITH A DEVICE
Mobile is enabling customers to pay
with their devices at the Point-of-
Sale
PAY BY WATCH PAY BY PHONE
CHECK-IN & PAY

32. THE OMNICHANNEL THE POINT-OF-SALE
More than 70% of specialty
stores saying their next POS
will be a unified commerce
platform
Traditional siloed systems
are not meeting the needs
of the consumer.
Retailers need to have a
‘single version of the truth’

33. PAYING– SUMMARY
 Mobile payment will become
mainstream.
 Use to reduce customer wait
time.
 Hospitality leading the way.
 New generation POS will give
the retailer a single version of
the truth.
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STAFF ENABLEMENT

35. Assisted Selling in store
• Drives significant incremental
sales often rescuing sales that
would have been lost.
• Allows colleagues equipped with
product information on device to
take orders / answer enquiries
on shop floor.
• Opportunities to cross-sell /up-
sell through existing online
relevance tools
• Most large retailers are trialing
or about to. Macys and M&S
were early adopters.

36. The following video
demonstrates how assisted
selling could work with
colleagues wearing wearable
technology.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT http://retail-innovation.com/sales-assistant-using-google-glass/

37. Workforce Management in store
Mobile is also being used to
manage and report status on
operational tasks like
managing staff rotas &
carrying out head-office
instructions etc...

38. Social Collaboration / Communication
• Mobile makes colleagues
more productive on shop
floor.
• Tools can open dialogue
between colleague in
store, peers in other stores
and head office.
• Opens feedback loop that
• Successful trials in M&S,
Arcadia

39. The following video
demonstrates how Tesco use
social platforms to connect
their staff.
USE CASE
PLEASE NOTE: THIS VIDEO HAS BEEN REMOVED BUT CAN BE FOUND AT https://youtu.be/cdUNlQHgoak

40. STAFF ENABLEMENT – SUMMARY
 Store social networks
are proving hugely
successful.
 Assisted selling drives
incremental sales and
enables store staff to
up-sell / cross-sell.
 Mobile tools get staff
on the shop floor.
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SUMMARY

42. KEY TAKEAWAYS
• Most retailers now have a digital presence in store.
• Few mature technology platforms out there and a lot
of expensive bespoke applications.
• If investing, hypothesize which KPIs you are trying to
drive and measure KPIs you are planning to effect.

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END
WHAT’S OUT THERE? WHAT WORKS? WHAT DOESN’T?