What is the future of retail? How is it impacted by digital, mobile, social media? What about Big Data? The presentation Jo Caudron gave for his keynote speech for the GS1 Forum in Belgium.

1. How social & mobile
media are changing the
way we do business
jo@dearmedia.be
@jcaudron
maandag 11 maart 13 1

2. • a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding a new
balance between the certainties of
your traditional business and the
opportunities of innovations in
(digital) media
• our scope is everything in the digital
space, with focus on social, mobile,
tablets, location, connected TV,
new radio, ...
• We work for large European clients
@jcaudron
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3. Our Field of Activities
Mobile & Tablets
Online Media Social Media
Future
Impact on traditional communication, media, business, ...
@jcaudron
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4. @jcaudron 7.000.000.000
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5. 2.000.000.000
@jcaudron 7.000.000.000
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6. 1.500.000.000
2.000.000.000
@jcaudron 7.000.000.000
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7. 6.000.000.000
1.500.000.000
2.000.000.000
@jcaudron 7.000.000.000
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8. Online
x
Social
Change &
Digital = =
Disruption
x
Mobile
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9. Radio
maandag 11 maart 13
@jcaudron
TV
Print
Billboards
From ...
DM
Digital Media (onlin/social/mobilr)
Marketing & Communication
Sales
Service & Support
HR
Digital Transformation Model
... to
IT
PR & External Commun.
Digital Change (online/social/mobile)
R&D & Enterprise 2.0
9

10. Transforming Retail
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11. Source: Empathica, July 2012
@jcaudron
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12. @jcaudron
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13. Virtual Shelfs
@jcaudron
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14. “Showrooming”
@jcaudron
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15. “Showrooming”
@jcaudron
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16. m-tail
@jcaudron
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17. m-tail
m-tail traditional retail
100
75
50
25
0
2011 2012 2013 2014
@jcaudron
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18. Mobile
wallets
(shopping)lists
product info
money
payments
promo’s & coupons
loyalty
But what about the
cash register?
@jcaudron
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19. Paperless Retail
(now that is a great idea to
create a permanent and on-going
connection...)
@jcaudron
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20. Take control over the initiative
Don’t make the customer become your
enemy, make him your partner in a trusted
and respectful relationship
@jcaudron
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21. @jcaudron
BIG DATA!
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22. All the traditional
Tweets
(structured) input
Check-ins
Mobile Stuff The quantified self
(Youtube) videos Facebook Stuff
Spotify Streams
Machine2Machine
Sensor data
(IoT)
@jcaudron
BIG DATA!
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23. oops
@jcaudron
BIG DATA!
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24. How does the social and mobile data-buzz becomes meaningful?
From manual to machine?
@jcaudron
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25. How do you get unstructured thoughts,
emotions, intentions, opinions, ...
of billions of people in a database?
?
@jcaudron
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26. You can use social media
and big data to predict
the future of the world
@jcaudron
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27. But can you predict the
next purchase of
one individual?
- who’s able to work out the
actual business rules?
- what business people are able
to use these rules to do
business?
@jcaudron
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28. Relevant individual solutions
Mobile
B I G
feed trends
SMALL
DATA add live
DATA Apps
+
intelligence Location
+
Profiles
+
Social
Recommendations
@jcaudron
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29. Introducing
RELEVANCE MARKETING
It’s about building respectful
relationships with customers,
based on relevant
Location Based
Services
(App-)CRM communication, providing
(relevant for who I am) value for both sides,
(relevant now and here)
without annoyance or
intrusion.
Online + Social + Mobile
And it is finally possible today.
Peer-Pressure
Brands as Friends
and Peer-Guidance
(because you tell me stories
(because I trust my social
and provide me with real
network more than I trust
value)
brands)
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30. Key take-aways
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31. In the digital world,
the customer is in control
@jcaudron
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32. In the digital world,
the customer is always better informed
@jcaudron
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33. You are here for the customer,
not the other way around
me
Use technologye to be relevant,
help and service, not to spam
@jcaudron
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34. Small is beautiful
@jcaudron
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35. Don’t you even try ...
@jcaudron
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36. Radio
maandag 11 maart 13
@jcaudron
TV
Print
Billboards
From ...
DM
Digital Media (onlin/social/mobilr)
Marketing & Communication
Sales
It’s a fundamental change
Service & Support
HR
... to
IT
PR & External Commun.
Digital Change (online/social/mobile)
R&D & Enterprise 2.0
36

37. Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short term
and to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
@jcaudron
maandag 11 maart 13 37

38. How social & mobile
media are changing the
way we do business
jo@dearmedia.be
@jcaudron
maandag 11 maart 13 38