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PSFK CES 2018 Guide

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Download this guide at: psfk.com/ces-2018

PSFK’s CES Guide 2018 helps you distill this year’s over 4,000-exhibitor convention into a future-focused field guide, identifying the most important technology trends impacting consumers and businesses.

Publicada em: Tecnologia
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PSFK CES 2018 Guide

  1. 1. C E S 2 0 1 8 M A P N S EW ARIA LASVEGASBLVD PARADISERD. SANDS AVE. FLAMINGO RD. THE VENETIAN SANDS EXPO HARRAH’S/ THE LINQ STATION WESTGATE STATION BALLY’S/PARIS STATION THE PALAZZO LAS VEGAS CONVENTION CENTER TECH SOUTH TECH WEST TECH EAST LVCC STATION C O N V E N T I O N G U I D E PSFK’s CES Guide 2018 helps you distill this year’s over 4,000-exhibitor convention into a future-focused field guide, identifying the most important technology trends impacting consumers and businesses. Download this guide at: psfk.com/ces-2018 C E S 2018
  2. 2. affinity. More broadly, brands should approach experiences as content studios where they can create and collect media that supports social, digital and traditional comms planning within a hybrid campaign. The State of Retail: From multichannel to monochannel - Today’s connected shopper doesn’t think in terms of physical, online or mobile: they want to shop how and when they want to with the best experience possible. This means that retailers and brands must break from the siloed approach that assigned different teams and strategies to each of its channels and take an integrated view of its customers, operations and stores with digital platforms and technology as the unifying infrastructure. A New Definition of Convenience: From saving time to creating value - Recognize that convenience is not just about saving time, but creating value for consumers as well. People have different expectations every time they shop. The needs around each of these situations are very different and retailers need to be able to cater to each equally well. How can you remove friction and create efficiencies, while also delivering a better, more engaging experience? Technology seamlessly operating in the background and in the hands of store associates will help drive this. The New Foundation for Stores: From bricks and mortar to bricks and data - With an underlying technology infrastructure—what PSFK calls a Retail OS—the physical store transforms from being a black hole for data into a rich data center for understanding consumer behavior on both an aggregated and increasingly individual level. When analyzed alongside transactional and other metrics, this information can impact decisions at both a store and HQ level. These insights can drive both responsive and proactive actions around merchandising, inventory, display and staffing, and potentially even identify unmet needs. As a brand, retailer or solutions provider, what lessons can you take from CES to transform your business and messaging to better reach consumers? The researchers at business intelligence service PSFK believe corporations should consider how the following trends-inspired shifts will shape the new consumer experience in 2018 and beyond. As you plan your agenda in Las Vegas across multiple days of keynotes, panels and exhibitions, use the following trends-led insights as a lens to better understand how everything fits together. The New Consumer Reality: From digital-physical divide to fluidly connected - Constantly bridging the gap between online and offline, consumers are looking for opportunities to seamlessly jump in or out—and even more importantly, connect with friends regardless of where they are—physically or digitally. Media providers can encourage seamless crossplay between on and offline by syncing their interactions or adapting content to move with their varying usage. The Evolution of Brand Engagement: From top-down to platform-driven - In a culture where concepts of identity and ownership are increasingly fluid and open, brands need to rethink their role in consumers’ lives. While having a clear guiding purpose that underlines everything they do is more important than ever, brands can no longer dictate the rules of engagement. Instead, empower consumers with a platform approach, positioning your brand as a foundation for education, curation, collaboration and letting your consumers choose their way in. The Role of Brand Experiences: From one-off events to content immersion studios - Experiential activations don’t take place in a vacuum, as both brands and audiences can spread reach through digital and social integrations. Influencers play a key role in introducing broader audiences to the brand and building 6 S H I F T S T O S P O T AT C E S 1 4 2 5 3 6
  3. 3. R E TA I L Enterprise IoT - Connected technology solutions are transforming physical spaces into responsive, data-rich environments that can capture valuable information about customer behaviors and increasingly deliver personalized experiences that further blend on and offline shopping. Visual Recognition - Image recognition tech has far-reaching impacts for the future of search, translating pictures from the web or mobile phone snaps into a powerful tool for returning exact product results or making similar recommendations. Technology’s ability to discern human expression and emotion will have implications for how companies design customer experiences both in-store and online. Robotics/Automation - To meet the elevated expectations of today’s consumers—convenience, price and personalization—retailers are offloading many time-consuming and tedious tasks to robots and other automated systems. These technologies not only deliver new operational efficiencies, but free up human staff to offer higher quality customer care. A D V E R T I S I N G & M E D I A AR/VR - With more content and experiences—from entertainment and gaming to work and shopping—being developed for mixed reality platforms, consumers are beginning to see some of the mainstream potential. To connect with their customers in these immersive environments, brands must start experimenting to find where they fit. Artificial Intelligence - Delivering personalized engagement at scale is a necessity in today’s attention economy where mass communication can quickly become noise. AI’s ability to understand context and respond with relevant content and experiences will play an outsize role both in in-the- moment messaging and as part of a long-term CRM. Voice Assistants - As more core screen-based activities like search, shopping and services get outsourced to intelligent voice assistants, brands must continue to evolve their presence and personality to remain relevant and top-of-mind for their customers. Finding ways to add value to people’s day-to-day lives through these platforms will be essential. Events to Attend Events to Attend Technologies to Look for on the CES Floor Technologies to Look for on the CES Floor The Future of AI - From self-driving cars to digital assistants and big-data analysis, artificial intelligence is changing the way we work and play. Experts predict the state of AI five years from now. Requires AI and Robotics Impact on Tomorrow track purchase 10:15-11:15 AM January 11. LVCC, North Hall, N258 Shopping That Feels Like Magic - An exploration of the emerging technologies—AI, IoT, AR/VR, etc.—that can make shopping feel like magic. Requires High Tech Retailing Summit track purchase 1:30-2 PM January 11. Venetian, Level 4, Lando 4302 Data Science in the Quirky Retail Market - In data we trust, but only if it’s actionable. We’ll look at how data analytics can inform retailers and be used to create entire retail ecosystems. Requires High Tech Retailing Summit track purchase 4:15-5 PM January 11. Venetian, Level 4, Lando 4302 VR/AR as a Branding Strategy - Mixed reality technologies have the ability to transform advertising. Experts discuss how these immersive experiences can create better relationships between brands and consumers. Requires Digital Hollywood track purchase 1-2 PM January 8. LVCC, North Hall, N258 Alexa, what is AI’s Impact on Advertising? - When today’s consumer is interacting with your brand through AI and voice-based platforms, how do you best communicate and drive outcomes at scale? 1:30-2:30 PM January 9. Tech South, ARIA, Level 1, Bristlecone 4 C Space Storytellers: CMO Panel - How do marketers need to approach technology as part of their business plan? Global brand executives come together to discuss best practices in data, analytics and transparency. 3:30-4:15 PM January 9. Tech South, ARIA, Level 1, Pinyon Ballroom
  4. 4. C O N S U M E R E X P E R I E N C E Now Generation | New Attitudes Driving Success - Translating the evolving expectations of the Now Generation (age 15-25) into successful tech innovation strategies. 10:15-11:15 AM January 8. LVCC, North Hall, N257 Millennial Myth Busters, Gen Z and the Next ‘Next-Gen’ - Hear from the experts as they demystify tomorrow’s consumers and discuss the new rules for engagement, content creation and the role of technology. 11:45 AM-12:45 PM January 9. ARIA, Level 1, Bristlecone 4 Every Company is a Tech Company - Highlighting tech transformations and valuable insights for any company looking to leverage new devices and platforms to create seamless and engaging customer experiences. Requires Trending Techs track purchase 2:15-3:15 PM January 10. LVCC, North Hall, N261 Events to Attend Social Media - Social channels have moved beyond socializing to become the places people go for their news, entertainment, education, work, shopping and much more. Brands must study the ways people are using these platforms to meet their customers with the right products, services and experiences. Entertainment & Gaming - Passive consumption behaviors have given way to lean-forward occasions that are some combination of social, interactive, immersive, highly-curated and multi-platform. Understand these changes to create meaningful and engaging experiences for consumers. Machine Learning & Data Analytics - It’s no longer enough for brands to simply interact with their customers on their preferred channel; they must proactively listen and anticipate their needs as well. Translating their behaviors, feedback and sentiment into actionable insights is quickly becoming a core aspect of any company’s innovation strategy. Technologies to Look for on the CES Floor Walmart eCommerce Booth: LVCC, South Hall 1 - 21951 walmart.com Alibaba Booth: LVCC, South Hall 1 - 20206 alibabagroup.com Amazon Marketing Services Booth: LVCC, South Hall 1 - 21548 ams.amazon.com Google Hardware Booth: ARIA Hospitality Suites 1-8 store.google.com eBay Advertising Booth: ARIA Hospitality Suites ebayadvertising.com Ford Motor Company Booth: LVCC, North Hall - 5002 ford.com Brand Exhibition Booths About PSFK PSFK is the world’s leading business intelligence platform for customer experience innovation. Across every industry vertical, we help the most progressive brands identify and leverage opportunities across retail, brand and product experience through a mix of trend reports, immersive events, insight-rich content, ideation workshops and on-demand research services. Forecast Z A must-have manual for brands to understand and engage with the next class of consumers, PSFK’s Forecast Z report decodes the shifting priorities, values and behaviors of Generation Z. The report features trends-led research and an in-depth survey of 500 U.S. Gen Z and Millennials, as well as 8 strategies for brands, retailers and agencies looking to shift from a Millennial to Gen Z mindset. Access it here: psfk.com/forecast-z #PSFKCES | psfk.com | @psfk 42 Bond Street, 6th Floor, New York, NY 10012 USA

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