tRetail Summit 2014 May 2014 Personalisation, Context, Proximity. IoT and wearables #Travel

Technology Trends & Innovation
tRetail Summit
Brian H. Fitzsimons

May 2014 : Review
Michael Jackson performed at the Billboard Music Awards. As a Hologram.
Imperial College London announced “physicists have discovered how to create
‹#› © OPENJAW TECHNOLOGIES 2014
matter from light”
Oculus VR announced “This [Facebook acquisition] is going to be an MMO where we
want to put a billion people in VR”
In September California DMV will begin issuing special licenses for driverless
vehicles
… none of which were directed by J. J. Abrams

Topics
Communication, Applications & Location
Personalisation, Context and Retail
Wearables, API’s, IoT
Organisational Predictions & Impacts

More Connected. More Informed. More Demanding
• 4G LTE is leading to a higher expectation for rich digital content
• Access is ubiquitous Data Plans have gone Global
• New user segments are emerging as smartphone price drops
• Instant platform agnostic data is a challenge to travel providers
• There is strong a demand for new innovative contextual services

Continued Uber-fication of Services
• Uber revolutionised personal transportation. The resulting trend
indicates successful services offer …
• Simple click to order services
• Guaranteed quality
• Seamless payment
• Mobile access
• Accountability

Photos from the Future - A Driverless Cab

Contextual Services 1.0 exist today
They are just fragmented and manual
• hipmunk.com innovative booking interface
• seatguru.com tells you all you need to know about where you are
seated
• seatalert.com tells you when a better seat becomes available
• tripit.com keeps you appraised of your flight status, auto adds
itineracy to Calendar
The next step is Convergence

Personalised Proximity Retail
location-aware, context-aware, pervasive small wireless sensor
• NFC range is up to 20 cm
• iBeacon up to 10 Meters
• iBeacon is Apple + Android Compatible

Context, Privacy, Personalisation
Digital Convergence is Eroding Boundaries
• Consumers expect uniform service between Physical & Digital worlds
• Convergence of personal and business use is also driving this trend
Personalisation outweighs privacy concerns (Accenture)
• Consumers extremely interested in having a more personalised
shopping experience, despite their concern for privacy protection
• They want flexibility and to control the data that is tracked
Welcome to the era of small data and personalisation

The Beacon Era - Considerations
Experiment / Play / Learn - Carefully!
• Know your user - Learn habits, trends, sell value, don't spam
• Know your technology - Where does it fit in your Sales Process
• Know your beacon - Battery life, Form-factor, Customisation
• Know your limitations - App required? Data on? Location required?
• Train your team - Know the app, Privacy Policy, Feedback
• Train your user - Educate customer, Make it simple, Reward
• Have a (continual) plan - Use the data, Improve, Evolve
Learn to combine the physical data with the digital data early

Photos from the Future - Biometric Payment

Narrative Clip is a small wearable lifelogging camera, funded via crowd funding site
Kickstarter. He had to delete the photos but he got it back.

Photos from the Future - Airport Security

They are coming!
Marketing Opportunities
- Social Campaigns
- Experience tracking
- Social sentiment tracking
- Retail wearables?
Whats your policy?
- Register in booking
- Employees and wearables
- Compliment travel
Some examples …

Myo motion control
Bragi Dash
Music, Sensor,
Motion tracker
What about Glass?

Google Glass in a Travel Context
• Many challenges remain
• Social acceptance
• Technological limitations
• Price
• Privacy
• Novelty
• Who is the target market?
• Emerging advantages
• Hotel & Flight search
• Real-time discounts
• Google+ sharing
• Passbook in Glass
• Google Now in Glass
• Experience

Photos from the Future - Social Sharing

Organisational Predictions / Impacts

• Social technologies will become increasingly integrated into existing enterprise
• Strategic component in virtually all customer engagement
• Internal data + External data = Enterprise cloud (connecting int/ext customer data)
• Digital Experience Delivery Makes (or Breaks) Firms
• Impressions of a business established through digital engagement “software is the brand
• Digital experience agencies are engaged by chief marketing officers and chief technology
officers to a greater extent than by chief information officers
• APIs become a Digital Glue
• Many instances where APIs represent business model innovation
• Open access to useful functionality through network-based services using technologies
that are readily accessible from a broad range of programming environments.
• Process and Intelligence
• IT is losing some control over BI tools and applications
• External users are changing as are the internal user demands
• The demand from the business is increasing.

• Firms get a grasp on how they will use their data
• Big data concepts are adopted
• Open data, Adaptive intelligence approaches, Next generation smart systems
• Overall more agile, collaborative, and adaptive methods for analytics and data sharing
will emerge
• The IoT is no longer niche. sensors and devices are inevitable
• Internet of things brings firms and customers closer together
• Proliferation of devices & wearable computing connects physical and digital data sets
• Service providers start contextually marketing to ecosystems

Customer-Infused Retailing
Interactive Marketing
Delegate Reading

Customer-Infused Retailing – Interactive Marketing
Here is a look at how key aspects of business will likely change in the near future for customer-infused retailers:
• The retail organization. For starters, the internal structure of retail organizations should change radically. Today, they are organized around functional areas with buyers, marketers
and operations working side-by-side. This siloed approach serves as a barrier toward creating unified and relevant customer experiences since valuable insights are “locked” within
the walls of each function. Customer-infused retailers will have cross-functional teams that identify top-down customer value, strategy growth objectives and customer key
performance metrics.
• Technology. Seamless internal structures are only possible through seamless technology solutions. Retailers should leverage centralized customer databases through cloud
computing, accessing data from it and running customer data management applications through it to allow a clear understanding of the customer.
• To prepare for future technologies today, retailers should first and foremost develop reliable sensing capabilities to illuminate customers on a much more granular and real-time
basis—flexible micro-segments—instead of the old school static and rigid segmentations. Analytics are recommended to marry those insights to specific offers, and execution
capabilities are recommended to support organization-wide sharing of insights at scale and across multiple channels.
• Suppliers. Increasingly, suppliers will not only continue to be collaborators but will also become competitors. While P&G supplies Tide detergent to your store, it will also be
competing with Tide Laundromats, Mr. Clean Car Washes and Art of Shaving stores that sell Gillette razors. A successful retailer should team up with its suppliers to offer relevant
brand selections or potentially “stores-within-a-store.” More important, suppliers should work with retailers to drive the right customer to the right channels based on the customer’s
value and needs.
• Branding. A retailer’s brand must evolve to deliver a clear and compelling brand promise. Target is family fashion apparel and home goods at low prices. Best Buy is the latest in
electronics. Wal-Mart meets everyday needs at the lowest prices. Zara is “fast fashion” at affordable prices.
• Branding that is not distinctive or playing on cost-only is likely a loser’s game. The store brand should provide a compelling difference in an era when smart phone applications can
compare prices and consumers can scan any item in a store and learn quickly where their money gets the most traction.
• Stores. Offering everything in-store is not necessary, or necessarily profitable for that matter. Supplying relevant items every day likely is. Physical stores should match the space
needed to meet the demand of the customers who shop it. Other products and services can be offered via in-store kiosk or on the Internet for pickup or home delivery.
• The digital presence should offer all products so that customers can quickly and easily find them. Stores will begin to appear when and where needed through vending machines
and “pop-up” seasonal outlets.
• Digital. Brands will communicate with consumers at the relevant point of need. That includes social media like Twitter and Facebook and indicates moving away from passive
research to active involvement, understanding what motivates a buyer. Digital and mobile media will be significant to reach customers at the point of sale, offering them time-sensitive
offers and discounts on items when they’re in-store or near retail outlets.
•

tRetail Summit 2014 May 2014 Personalisation, Context, Proximity. IoT and wearables #Travel

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