1.
LESSON 3
the new retail

2.
Introduction
2
This lesson is devoted do explain
how the buying experience is
changing thanks to digital.
CONSUMERS’ EVOLUTION
CONSUMERS’ POWER
RETAILERS’ POWER
NEW TOOLS FOR RETAILS
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2
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3.
consumers’ evolution
- from consumer to prosumer -
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4.
A definition
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.
Evolution and
integration of
web and social
network
Consumer Prosumer
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5.
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.
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6.
This means that consumers have become more and more skilled and
knowledgeable, requiring higher standards for products and more
information from manufacturers.
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7.
consumers’ power
- data and behavioural -
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8.
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
interesting.
70%
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of consumers say it
is their
responsibility to
share feedback
with companies
after a good or bad
experience
90%
of consumers say
their purchase
decision are
influenced by online
reviews
74%
of consumers rely
on social networks
to guide purchase
decision
68%
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

9.
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.
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10.
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
own terms.
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.
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view an item online compare the prices
and purchase it
using the phone
comment the
experience on
social network
return the item by
dropping by the
store
AN EXAMPLE OF THE NEW PATH TO PURCHASE:

11.
retailers’ power
- data and behavioural -
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12.
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
process.
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IT’S ALL ABOUT TRUST:
77%
of online shoppers
would trust
businesses more if
they explained how
they use their
personal
information
29%
of US consumers
abandoned logging
in or buying on a
website because
they are worried
about their
information being
compromised
73%
of consumers say
they prefer to do
business with retailers
who use personal
information to make
their shopping
experience more
relevant
Source: Gyga: the connected consumer

13.
so, how will the future be?
The technology trends that will impact the retail industry most significantly in
the near future are six.
RETAIL INDUSTRY
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Big Data /
Analytics
Customer
Experience
Mobile &
Social
Next-Gen
Technology Omnichannel Personalization
Source: Retail touchpoints - 2014 technology preview

14.
“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.”
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forrester research

15.
new tools for retails
- consumer engagement place
and best practice -
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16.
the web asks, retailers answer
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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
the product
at payment
customer
service
Source: Social Media today - How to Use Digital in Retail

17.
in the vicinity
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The contact area of retailers expands being
able to identify nearby consumers thanks to
geolocation and social coordinates: this is
proximity marketing.
MAIN TOOLS:
• gps
• geolocation
• personalized signal
• wireless internet connection
• targeted sms
Source: Social Media today - How to Use Digital in Retail
© garryknight

18.
chargeitspot
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.
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Source: Trendwatching

19.
mini cooper
Roadside billboards to
serve tailored messages
just to Mini owners as they
drive by, as part of 'Not
Normal' campaign.
https://www.youtube.com/watch?v=e5bEB0tmMQI
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20.
at the shop window
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Even windows can be more interactive,
sometimes by becoming interactive screens.
MAIN TOOLS:
• rich media (QR code)
• interactive window display
• social shopping
• personalized signage
• geofencing
• facial recognition
Source: Social Media today - How to Use Digital in Retail
© Lars Plougmann

21.
adidas
Part of storefront window is a fully
functioning virtual store with life-size
products.
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.
https://www.youtube.com/watch?v=MYBURgFgP7w
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22.
in the store
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In store interactivity can be used to create a
specific ambiance or stimulate curiosity.
MAIN TOOLS:
• internet access
• personalized light and sound ambiance
• facial recognition
• interactive dressing room
• interactive mirrors
• crowdsourced hotspots
• personalized feed
• apps (games, in-store maps)
• mannequins hologram
Source: Social Media today - How to Use Digital in Retail
© Mark Sebastian

23.
wiman
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
behavior.
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24.
shelfbucks
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.
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Source: Trendwatching

25.
in front of the product
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Digital tools can be used to provide a more
entertaining or educational trial and
information overlapping.
MAIN TOOLS:
• augmented reality
• dynamic signage
• social connection
• 3D printing
• interactive fixtures
Source: Social Media today - How to Use Digital in Retail
© laverrue
• rating & reviews
• real time data
• mobile check out
• rich media panel
• show rooming

26.
topshop
The integration of digital elements,
like augmented reality inside the
shop, creates an engaging
shopping experience in Topshop.
https://www.youtube.com/watch?v=L_cYKFdP1_0
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27.
Payment
The payment experience in store has evolved,
integrating digital native tools.
MAIN TOOLS:
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• e-commerce
• iTunes
• Square
• Paypal
• NFC
• Google glass
• virtual currency
Source: Social Media today - How to Use Digital in Retail
© stevendepolo

28.
square
Square is an electronic payments
service which enables users to accept
credit card payments by using a card-reading
portable device connected to
their iPhone, iPad or Android device.
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© Shardayyy

29.
customer service
The in store experience does not end when the
consumer leaves the shop. It continues with
alle the digital channels that allow the brands
to offer a complete service.
MAIN TOOLS:
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• google glass chat
• web chat
• forum
• social media
• personalized sms
• Q&A apps
Source: Social Media today - How to Use Digital in Retail
© ZERGE_VIOLATOR

30.
boots
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
flagship stores.
During the interactive event, viewers
could post questions to the Boots
Facebook page, which were answered
during a live discussion.
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Source: Trendwatching

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