The Future of Retail presented by Miel Van Opstal at ACT* Brussels, on 24th September 2015. This was the first in our series of Retail Sessions.

1. THE NEW RETAIL CUSTOMER &
THE FUTURE OF DIGITAL COMMERCE
Miel van Opstal
24.09.2015

2. WE
LIVE IN
DIGITAL
TIMES

3. TECHNOLOGY IS
EVOLVING QUICKLY

4. HUMANS ARE THE
WEAKEST LINK

5. POWER OF APPS
THE IM/CHAT REVOLUTION

6. FACEBOOK HAS A GOOD
BUSINESS MODEL

7. SOCIAL PLATFORMS
THE SIZE OF COUNTRIES
1. Facebook
2. China
3. Tencent (Sina Weibo)
4. India
5. WhatsApp
6. LinkedIn
7. United States
8. Instagram
9. Twitter
10.Snapchat
Disclaimer - only 2, 4 and 7 are existing countries.
source: @lavaconsult

8. WE PAY FOR
SECONDS OF ATTENTION

9. MULTIPLE POCs
CONTEXTUAL
MICRO MOMENTS

10. IT’S A CONDITION
IT’S FOMO
IT’S OPPORTUNITY
90%
of text messages
are read within
3 minutes
of being delivered

11. E-MAIL IS
THE MOBILE CONNECTION
65%
of emails were
opened on a
smartphone
or tablet
source: Movable Ink, US Consumer Device Preference Report, Q4 2013

12. MOBILE SEARCH INDICATES
URGENCY & DEMAND
source: Google Belgian Research
Following a
research on a
smartphone, where
is a retail product
purchased ?

13. SHIFT IN
CONSUMER BEHAVIOR
source: Google Belgian Research
Problem ? Option ? Evaluate Choose/Buy Experience Complete Recommend
ATTRACT ENGAGE NURTURE CONVERT DELIVER UPSELL REFERRAL

14. SHIFT IN
CONSUMER BEHAVIOR
source: Google Belgian Research
Problem ? Option ? Evaluate Choose/Buy Experience Complete Recommend
ATTRACT ENGAGE NURTURE CONVERT DELIVER UPSELL REFERRAL

15. DISRUPTION AS
THE ULTIMATE SERVICE
www.springwise.com/top-10-business-ideas-travel-tourism-12-months

16. PEACE OF MIND
AS A SERVICE
www.springwise.com/top-10-business-ideas-travel-tourism-12-months

17. HYPER PERSONAL
SECURITY TECHNOLOGIES
www.businessinsider.in/MasterCard-is-experimenting-with-selfie-pay/articleshow/48541831.cms

19. THE BETS OF
THE BANKING INDUSTRY
Source : PWC Banking 2020 Survey
DATA
DATA
PERSONALIZATION

20. DIVERSIFICATON IS NOT
ALWAYS THE ANSWER
www.thefinancialbrand.com/37391/bank-personalization-product-development
ONE OFFER
FOR ALL
A FEW
OFFERS
FOR ALL
INDIVIDUAL
OFFERS
SERVICES
PLATFORMS
PRODUCTS

21. PERSONALIZATION
IS THE FIRST STEP
TO PURPOSE AND TRUST
www.hubspot.com/products/how-personalization-works

22. DATA SOURCES FOR
PERSONALIZATION
www.hubspot.com/products/how-personalization-works
• Demographic information
• Social data
• Contextual data (location, device, …)
• Product related information
• folio
• transactional data
• History / behavior
• online: content, top actions, CTAs
followed, simulations, …
• offline: store – POS terminal, …
• Preferences / Topics of interest
• …
Smart Lists
&
Lifestyle
Customer
profiling

23. RETAIL BEACONS HAVE
HUGE POTENTIAL,
BUT IT CAN ONLY BE
MET WHEN CHAINS
MOVE BEYOND SEEING
BEACONS SOLELY AS
TINY AD
BROADCASTERS

24. PURPOSE
SELLING
WITHOUT
SELLING
TECHNOLOGY
AS A
FACILITATOR
EXTREME
CUSTOMER
CENTRICITY

25. REMEMBER THEM FOR
RE-TARGETING LATER.
PURPOSE

26. IT'S ALL ABOUT LAYERING. IT'S MORE THAN
USING THE BEACON OR THE MOBILE PHONE
OR POS OR A MOBILE APP.
INTEGRATION IS THE KEYWORD.
USING THE INTERACTION WITH A
BEACON ON TOP OF A MOBILE APP, WHICH
LEVERAGES GEOLOCATION AND THE
PROXIMITY OF A WI-FI CONNECTION (AND
T H AT B E AC O N ) , S H O U L D B E
COMBINED WITH ACCESSING
EXISTING CRM PROFILES OF THAT
SHOPPER.
THEN WE NEED A CONNECTION BETWEEN
THAT SHOPPER PROFILE ONLINE AND
MATCH IT WITH THE ACTIVITY IN-STORE.
THE POS-LINK.

27. VENTURE INVESTING IN
ARTIFICIAL INTELLIGENCE
Source : Venture Scanner

28. TECHNOLOGY HAS BECOME
A FACILITATOR WITH ZERO
FAIL-TOLERANCE.
SPEED, CONNECTIVITY AND
C O N V E N I E N C E A R E
EXPECTATIONS NEEDED TO
MAINTAIN THE DIGITAL/
REAL SOCIAL NETWORK.
OFFLINE CONNECTIONS
REMAIN A FUNDAMENTAL
POINT OF INTEREST

29. BEFORE YOU CAN ADD PURPOSE
YOU MUST FIND OUT
HOW THE CUSTOMER BEHAVES
IF YOUR POS SYSTEM ISN’T PROVIDING IN-DEPTH
ANALYTICS ON YOUR CUSTOMERS, INVENTORY AND
CONVERSIONS, IT’S TIME TO UPGRADE ASAP.
MERCHANTS SHOULD BE ABLE TO KNOW WHO THEY ARE
SERVING AND PROVIDING PRODUCTS FOR, HOW OFTEN
THEY SHOP AND HAVE THE ABILITY TO OFFER THEM
PERKS THAT ARE RELEVANT TO THEM.
MELISSA GONZALEZ, CHIEF POP-UP ARCHITECT, THE LIONESQUE GROUP

30. 2020 MARKETING DEPARTMENT
SMALLER MARKETING
DEPARTMENT
LT STRATEGY
& VISION
PROJECT
LEADERS
DATA
EXPERT
COMMUNITY
MGM
CREATIVITY
CO-CREATION
EXPERT
TREND
EXPERT
TECHNOLOGY
MOBILE
EXPERT
COPYWRITING

31. 2020 MARKETING DEPARTMENT
FLEXIBILITY MEANS HAVING SKILLS FOR THE
ENTIRE TEAM.
FLEXIBILITY MEANS BEING ABLE TO FIND NEW
TALENT WHEN NEEDED.
THIS IS ALMOST IMPOSSIBLE WITH A FIXED TEAM.
ONLY THE REALLY FAMOUS BRANDS WILL BE
ABLE TO RECRUIT TALENTS; OTHER COMPANIES
WILL BE FORCED TO CALL UPON OUTSIDE
PARTNERS.

32. FRICTION REDUCTION
FOR THE PROCESS
OPTIMALIZATION
THE RETAILERS WHO CAN
COMPETE ARE THOSE WHICH CAN
CREATE VALUE BY REDUCING THE
STRESS OF THE SHOPPING MISSION.
STEVE MADER, VICE PRESIDENT – DIGITAL & RETAIL INSIGHTS AT KANTAR RETAIL

33. IS THERE A LIMIT
TO PROCESS AUTOMATION?
www.bbc.com/news/technology-34066941

34. TRADITIONAL MEDIA
IS STILL A THING
www.bbc.com/news/technology-34066941
Called Arriving Now, the publication features “pro tips, hotspots, and
exclusive details about upcoming promotions.” It will likely be most
useful to people who are only in New York City for Fashion Week and
are trying to find new things to do during their stay.

35. INTELLIGENT BIG DATA
IS WORTH THE INVESTMENT

36. TAKE-AWAY FOR TODAY
• Collecting and processing real-time analytics
• Owning the buffer zone between brands and customers
• Responsive customer - & conversion journeys
• Intelligent Data Management, Smart Data Collection
• Inbound marketing strategies
• From omni-channel to right-channel
• B2B, B2C, C2B & O2O

37. TAKE-AWAY FOR TOMORROW
• Virtual Agents, Video Concierge Services
• Interactive (POS) Displays,
Smart Display Streaming Networks
• Language - & Voice technologies
• Deep Learning & Artificial Intelligence

38. TAKE-AWAY FOR TOMORROW
• Virtual Agents, Video Concierge Services
• Interactive (POS) Displays,
Smart Display Streaming Networks
• Language - & Voice technologies
• Deep Learning & Artificial Intelligence

39. Thank you.