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This lesson is devoted do explain
how the buying experience is
changing thanks to digital.
NEW TOOLS FOR RETAILS
- from consumer to prosumer -
The digital era is changing the society and its habits and even
the consumer experience and the consumer itself are changing:
we are now becoming prosumers.
web and social
who is a prosumer?
PROSUMER = PROFESSIONAL + CONSUMER
FROM THE OXFORD DICTIONARY: A prosumer is person who buys
electronic goods that are of a standard between those aimed at consumers
and professionals or a consumer who becomes involved with designing or
customizing products for their own needs.
This means that consumers have become more and more skilled and
knowledgeable, requiring higher standards for products and more
information from manufacturers.
what consumers say
One of the main features of a prosumer is to always be connected to the internet
thanks to mobile devices.
This lets him gather information about products, brands and services, share
opinions about an experience or personal information to gain something
of consumers say it
after a good or bad
of consumers say
influenced by online
of consumers rely
on social networks
to guide purchase
of consumers agree
that shopping today
is less about
brands or products
and more about
what they are
feeling and needing
Source: Gyga: the connected consumer
nowadays consumers are not afraid to say what they
think about: they want to express their opinion on
everything and strongly believe in their right to do it.
the omnichannel retail
Consumers want to connect with retailers on multiple channels and touchpoints
simultaneously or even interchangeably.
They appreciate more retails that let them interact and complete transactions on their
As we have seen in 2013 “Lesson 8: Change in Purchase Behaviour”, the path to
purchase is no longer linear because there are so many new touchpoints.
view an item online compare the prices
and purchase it
using the phone
return the item by
dropping by the
AN EXAMPLE OF THE NEW PATH TO PURCHASE:
a data exchange
This users’ tendency to share personal information and experiences, makes
easier for brands to understand their consumers, what they what and what
their behaviours are.
At the same time,because of the many touchpoints, it may be a dispersive
IT’S ALL ABOUT TRUST:
of online shoppers
businesses more if
they explained how
they use their
of US consumers
in or buying on a
they are worried
of consumers say
they prefer to do
business with retailers
who use personal
information to make
Source: Gyga: the connected consumer
so, how will the future be?
The technology trends that will impact the retail industry most significantly in
the near future are six.
Big Data /
Technology Omnichannel Personalization
Source: Retail touchpoints - 2014 technology preview
“A great digital experience is no longer a nice-to-have,
it’s a make-or-break point for your business as we more
fully enter the digital age.”
new tools for retails
- consumer engagement place
and best practice -
the web asks, retailers answer
So, we understand that
retail space is not what it
used to be and it is
developing new ways to
interface with customers.
There are six “places”
where retailers can
engage with consumers.
in the vicinity
at the shop window
in the store
in front of
Source: Social Media today - How to Use Digital in Retail
ChargeItSpot unveiled cellphone charging
stations in 20 Urban Outfitters stores.
Retailers pay a monthly fee for the
ChargeItSpot stations, which are free for
shoppers to use.
Via ChargeItSpot’s free mobile app,
customers can receive an alert when their
cellphone is running out of battery, and
locate their nearest station.
Roadside billboards to
serve tailored messages
just to Mini owners as they
drive by, as part of 'Not
Part of storefront window is a fully
functioning virtual store with life-size
By touching hotspots on the window
the shopper can browse life sized
products, make the mannequin
show product details, interact with
the product and make playful
actions and movements.
The customer can move products to
their personal shopping bag on
mobile phone by tapping an NFC
tag or zapping a QR code.
wiMAN, by installing a wi-fi router,
makes a free connection available for
all users who get in contact, indoors
or outdoors, with the point of sale.
The access is via a customizable
landing page through social login
with Facebook or G+.
This way retailers can get users’ likes
immediately at the registration and
gaining important insights on their
Shelfbucks began a pilot of its mobile
shopping services at the Health Mart
drugstore in Austin, Texas.
The brand’s iBeacon-based technology uses
Bluetooth Low Energy to send messages to
customers when they enter a store.
Sales clerks can also view details of
shoppers, including their photo and how long
they have been customers.
Shoppers can view product information,
personalized deals and reviews by placing
their smartphone near a Shelfbucks device,
while retailers can access detailed analytics.
February 2014 saw personal care retailer
Boots host a 90-minute beauty program
on its Facebook page.
The Feel Like New Live event included
style & beauty tips and tutorials. It was
live-streamed from one of the brand’s UK
During the interactive event, viewers
could post questions to the Boots
Facebook page, which were answered
during a live discussion.
Have you heard of the "art of storytelling"?
Discover How to create interesting content for the
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