Turbo-charging retail marketing through innovation

1. Innovative
Retailing
DRIVING CONVERSION
April 2012
Confidential © iris 2011

2. Confidential © iris 2011
Agenda
Adding the Innovation layer
The sweet spots
Ideas to run with
Next Gen Innovation

3. Confidential © iris 2011
Adding the Innovation layer
The sweet spots
Ideas to run with
Next Gen Innovation

4. Confidential © iris 2011

5. The starting point is ‘the need’
not the technology
‘to make it simple to understand’ Clear
‘to see proof that it’s better’ Convincing
‘to be easier’ Convenient
‘to be entertained, to enjoy it’ Inspiring
‘to see what others are
saying, doing’ Social
‘to do or see more of what I want’ Relevant
Source: needs and wants research Dec 2011
Confidential © iris 2011

6. Providing an innovative layer on
the new environments
Confidential © iris 2011

7. Unlock innovative opportunities across
retail environments
STRATEGIC SHOPS – VOLUME CHANNEL – DEVELOPMENTAL –
OWNED SHOPS OPERATOR/RETAILER ONLINE/ECOM/CALL
CENTRE
Confidential © iris 2011

8. Our focus
Today Ultimate
innovation
(adding to current
& innovation
(unlocking progressive
workstreams) projects)
Confidential © iris 2011

9. Confidential © iris 2011
Adding the Innovation layer
The sweet spots
Ideas to run with
Next Gen Innovation

10. Confidential © iris 2011

11. How to outsell
1. Friction free 2. Real-time value 3. Service based
shopping selling
Promotions into
social events
4. Bringing the 5. Clear and 6. Operational
magic of new compelling value model
technology to life proposition
Magic of technology
to life
Confidential © iris 2011

12. Who, where, whe
n
Confidential © iris 2011

13. TRADE Inspired demonstration
INSID
Sweet E
standout in a
THE STORE
spots competitive
environment
where to
point the
innovation SOCIAL
Path to purchase
PARTNER via social
Front of mind
Confidential © iris 2011

14. Confidential © iris 2011
Adding the Innovation layer
The sweet spots
Ideas to run with
Next Gen Innovation

15. ‘INSIDE THE STORE’
Task: Create cut through - a magnetic like
attraction to see, touch and play with our phones.
Confidential © iris 2011

16. ‘Added layer to pos’
http://www.youtube.com/watch?v=0rNrIt6urRY&hd=1

17. AR enabled backing POS backing cards

18. Who:
Smartphone considers and actives In store
The need:
Create standout - bring to life the Sony Mobile difference
The idea:
‘IMAGINATION LAYER’
Creating an added layer of imagination on static POS visuals through Blippar, QR
codes, Google Goggles. Hover over any enabled image with a smartphone and see the
imagination jump off the page. UK enabled, potential to extend to Global activation.
(Innovative - Blippar had 380,000 app downloads onto smartphones in the last 4 months.)
Where & how:
Across all retail formats
Outselling the competition:
5. Clear and compelling
value proposi on

19. ‘from POS to Point of event’
http://www.youtube.com/watch?v=NKbsfOAVu3Y
http://creativity-online.com/work/netaporter-
the-window-shop/26020

20. ‘Day & Night’ mobile interactive window
By day – interactive window, play and win tickets to
Skyfall

21. ‘Day & Night’ mobile interactive
experience window, experiential
(scalability)
By night – capture PlayStation alien for free game
download

22. ‘Projection mapping’
Bond training game. QR code to
play, upload score to win
Flagship store

23. ‘Projection mapping’
Champions League penalty shoot
out. Every Tuesday and
Wednesday nights. Projection
mapped onto shutters. Flagship

24. Who:
Smartphone considers and actives In store
The need:
Provide a reason to engage.
The idea:
‘ULTIMATE BEYOND SMARTPHONE
EXPERIENCE’
We bring to life the Xperia difference by creating ways to play, watch, listen, create via the
window, through experiential activity. A ‘day’ and ‘night’ experience to provide added engagement
opportunity. Flexible to change the experience to the next big story.
Where & how:
Sony stores. Preferred customer. Experiential
Outselling the competition:
4. Bringing the magic of
new technology to life

25. ‘from static to imaginative demo’
http://dreamoc.com/macallan-point-of-sale-campaign

26. Ultimate live demo unit

27. 1. Interactive pillar 2. Place any 3. Place Xperia
is bursting with smartphone to add smartphone to add
Imagination Imagination to it extra Imagination

28. Who:
Smartphone considers and actives In store
The need:
Bring to life the difference (without the technobabble)
The idea:
‘ULTIMATE LIVE DEMO UNITS’
Small size 3D projections of wonderful and imaginative content bursting out of the Xperia S
inside an FSDU.
Interactive pillar. For added interaction consumers place any smartphone on the pillar to add
Imagination content to their phone.
And for Xperia owners an added layer of content is added.
Where & how:
At window. In store area. Own retail and customer environments
Outselling the competition:
5. Clear and compelling
value proposi on

29. ‘inspiring the sales
force’
Task: To ensure Sony Xperia handsets
remain front of mind.
Confidential © iris 2011

30. ‘Trade tools made of imagination’
apps
A suite of intuitive tools and apps that trade
retailers, partners and network operators can
pick and choose from, to help them get the most
from Xperia.

32. Who:
Our partners, trade, and network operators. Those who bombarded with sales materials.
They want the latest news and connectivity there and then, and without the effort.
The need:
Keep Sony Xperia front of mind
The idea:
‘TRADE TOOLS MADE OF
IMAGINATION’
A suite of intuitive tools and apps that trade retailers, partners and network operators can
pick and choose from, to help them get the most from Xperia.
Where & how:
Password protected Android apps
Outselling the competition:
5. Clear and compelling
value proposi on

33. ‘turning promotions into social events’
smile-activated ice cream wending machine
http://www.youtube.com/watch?v=QxMv9ZPiMyU

34. ‘Imaginator’
Ongoing presence in call
centre, central offices. At key time
the imaginator fills the room with
inspiration

35. Who:
Call centre staff - looking for a tonic to the daily ‘routine’
The need:
Keep Sony Mobile Front of mind
The idea:
‘THE IMAGINATOR’
Imagination Xperia experience every day delivered through the Imaginator machine.
Every phone you sell you get the chance to put your winning token through the Imaginator.
Where you could win anything that is within the world of Sony and its 4 pillars.
( ie. Win made to watch prizes from popcorn to DVDs to film premiere tickets)
Where & how:
Call centre. Experiential.
Outselling the competition:
4. Bringing the magic of 5. Clear and compelling
new technology to life value proposi on

36. ‘playful presentation’
http://fb.se/#/en/Work/247/443

37. Pop-up interactive
smart tag demo book
Smart tags built into every page that
allow a live handset to interact with
the smart tag.

42. Pop-up interactive
smart tag installation
Pop-up book becomes a
leave behind

44. Who:
The Sony Mobile field team
The need:
Sell the smart tag story in a memorable way
The idea:
‘POP UP SMART TAG BOOK’
A pop-up with a difference, each side is brought to life with a SMART TAG. The Xperia story is
brought to life through a combination of AR and imaginative paper interaction. Content can be
updated to show the latest story
Where & how:
Key field team. Leave behind installation
Outselling the competition:
4. Bringing the magic of 5. Clear and compelling
new technology to life value proposi on

45. ‘social commerce’
Task: Provide an engaging path to retail
trial and purchase
Confidential © iris 2011

46. 6m+ global fans
Confidential © iris 2011

47. ‘SOCIAL PATH TO PURCHASE’
http://www.youtube.com/watch?v=dGvdv8scy4s

48. ‘My Xperia’ Facebook

49. 1. PERSONAL
RELEVANCY
Within Facebook we profile users
interests and serve up the Xperia
that best suits them.

50. 2. TEST DRIVE THE
EXPERIENCE
Taking the chosen Xperia we’ll serve up a relevant
selection of test drive scenarios – showing off each
device’s capabilities across the brand pillars in a 360
environment.

51. 3. LETS MAKE IT REAL
Prominent call to buy will direct the visitor
to purchase in Facebook or direct to
store.
By profiling the customer we could
leverage our Sony assets to add real
value to the purchase, ie. Music lovers
could get spotify subscriptions +
exclusive content, Football nuts; access
to Champions League content. Etc..

52. Who:
Our fans – Facebook
The need:
To turn social into experiences, into purchase
The idea:
MY XPERIA.
WE FIND THE RIGHT SMARTPHONE TO FIT YOUR IMAGINATION
We use ‘Personal’ details to provide a My Xperia experience in Facebook. The magic of the handset
comes to life as fans can ‘Test drive’. A call to action links through to ‘Purchase’ online or at partner
stores.’
Where & how:
Global. Facebook.
Outselling the competition:
2. real- me value 1. Fric on free shopping

53. Confidential © iris 2011
Adding the Innovation layer
The sweet spots
Ideas to run with
Next Gen Innovation

54. ‘measurement’
innovative tools to unlock deeper insight and
measurement around the consumer journey
Confidential © iris 2011

55. ‘technology’
Mind Experiences Experience stations
(Mindwave) (Intel audience impression metric
AIM)
Absolut HSN Home Shopping Network
Gas Station of the future
Brainwave signals Gameification
Number plate recognition
Gestural
Relevant messaging
Print out directions
Confidential © iris 2011

56. ‘technology’
Sensing the environment
(Arduino brain)
Arduino brain constantly monitors the Kinnect tracking and Arduino brain
temperature and pressure of the shot controls the time of projection between
and adjust on the fly, ensuring a 4pm and 11pm
consistent pull every time.
Confidential © iris 2011

57. Project Glass
http://www.youtube.com/watch?feature=player_detailpage&v=9c6W4CCU9M4
Confidential © iris 2011

58. Thank you
DRIVING CONVERSION
Confidential © iris 2011