Future of Retail 3 pager

1. Welcome to ‘New Retail’: “the integration of online, offline,
logistics and data across a single value chain” according
to Jack Ma. We set out to understand the four fundamental
principles of this retail paradigm shift and what it means for
brands everywhere.
Read on!
TheFutureofRetail:
MadeinChina

2. The Four
Principles of
New Retail:
Omni-channelization
Platformization
Service is the secret to differentiation: inject
seamlessness into the path to purchase by
removing barriers. Don’t look for scale, look
for new ‘touch points’ and integrate intelligent
transactions and on-demand buying to
immersive retail experiences.
Entertainmentization
1
4
Experience-driven retail with a twist. Increasingly,
experience trumps price, but the secret to
experiences that convert lies in demonstrating what
your brand can add to local culture, layering it into
the experience, and using KOLs to drive conversion.
2
3
Examples:
· Adidas Originals, China ‘This is Me’ pop-up experience
· Alibaba’s Hema supermarkets
Examples:
· JD.com x Microsoft’s ‘Xiaocie’ (Little Bing)
Examples:
· Singles Day pop-up tech: Magic Mirrors Cloud Shelves
· Starbucks x Tencent ‘Say it With Starbucks’
Examples:
· Tao Café
· Bingo Box
· Wheelys Moby Mart
Digitalization
All of the above. A total transformation
of your business and supply chain
through new, self-service models
and digital systems.
Data-driven, disruptive, intelligent tech:
think, true synthesis of online and offline
data as it relates to the consumer.
With the rise of mobile, we’ve
transferred our online expectations
to the offline world - here are the
four secrets to nailing it.
Alibaba’s Singles’ Day, the world’s
largest retail event, eclipsed the
combined total of America’s
Black Friday and Cyber Monday
sales in the first 3 minutes and
showcases the best of New Retail.

3. Cases
We’ve studied brands operating in the post-retail reality that is China, from performance powerhouse
Adidas to Chinese brand JD.com, and identified a set of best practices and behaviours to steal from.
What’s clear across all of the success stories is that they don’t just embrace the Four New Retail principles
with a strong consciousness of customer needs, they’ve shown a reverence for the brilliant basics of expansion.
What can any brand learn?
· How to embrace the four New Retail principles of Entertainmentization, Omni-channelization, Platformization and Digitalization
· Tips on building a foundation with the brilliant basics of localization, multi-brand strategy and fail-fast mentality
· The role of super apps like WeChat in New Retail strategy
· How to create an occasions strategy for new market roll-out by reading culture and becoming a facilitator of local rituals
· The link between localization and ability to command a premium
· How to experiment with new platforms simultaneously
· Ideas for experimenting in channels you don’t own or/and “aren’t on”
· Where Big Data fits in - if you have 80% of your customers’ story, someone else has the missing 20%!
· Privacy, politics and personal information: implications for other markets

4. If you’d like to understand what the findings could mean
for your brand, and how we’re already building them
into retail strategies for our clients, please contact:
joanna.holliday@iris-worldwide.com.
For a preview of the study please visit
Iris Worldwide on SlideShare:
https://www.slideshare.net/IrisWorldwide

5. Thank You.