AOpen forum Digital Signage as an element of the Retail Brand. Huib Lubbers 28 januari 2013 Amsterdam Copyright RMC

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1 AOpen forum 2013 Digital Signage as an element of the Retail Brand Huib Lubbers 28 januari 2013 Amsterdam Copyright RMC

2 Retail Management Center Retail Management Center is a retail consulting firm organized around a group of ex senior retailers Founded in 1986 Food, Non Food, Real Estate and Services Copyright RMC

3 Organisation Resultaat in retail RetailActueel Retail Management Center CityTraffic Nieuws Kennis Whitepapers Events Advies Strategie Formule Organisatie Interim Opleiding Food Non food Vastgoed Diensten Passanten onderzoek Loopstromen Binnenstadsonderzoek Capture rate Copyright RMC

4 RMC clients Copyright RMC

5 Consumer trends Tomorrows consumer Copyright RMC

6 Time is limited Copyright RMC

7 Less time to cook Tijd in de keuken: gemiddelde tijd voor het bereiden Time in the van kitchen: de maaltijd Average time for preparing a meal minuten Lineair (minuten) 20% van de Nederlanders is weekend koker (Bron: Trendbox Focus on Food) 7

8 More impuls driven purchases Bij When het shopping winkelen I often koop buy ik something vaak iets that dat I ik actually van tevoren eigenlijk niet van plan was did not plan in advance Totaal 3,3 3,2 3,1 3 2,9 2,8 2,7 2,6 2,5 2,4 2,3 2, Totaal Lineair (Totaal) Copyright RMC

9 Visitors in shopping streets decline Copyright RMC

10 Well prepared shoppers Consumers are better prepared which causes less shoppers in the shopping street, but shoppers are more often buyers Copyright RMC

11 Average expense per visit increase Average expence per visit Dutch Fashion Retailer with 100 shops) Copyright RMC

12 Mobile Trends Copyright RMC

13 The Retail brand Digital Signage as an element of the Retail Brand Copyright RMC

14 Build up of a Retail Brand Identity Emotional brand values Functional brand values Brand Mission Shop Concept Strategic frame work 10 formula-elements Image Copyright RMC

15 Elements of a Retail Formula 10 Elements of the Retail Formula Price Assortment Presentation Personnel Service Brand name Instore Communication Location Marketing and communication Store image Copyright RMC

16 Digital Signage must fit with Identity Nike FuelStation at Boxpark in London Copyright RMC

17 New locations Click & Collect Pick up location for online orders of groceries Albert Heijn Copyright RMC

18 Shopping On The Go Copyright RMC

19 Information Westfield London Copyright RMC

20 Wayfinding Westfield London Copyright RMC

21 Instore communication Copyright RMC

22 Interaction with the product Product information in an interactive way: When the customer picks up the shoe information arises on the screen in front of them, by turning the shoe information comes up about the different parts of the shoe Copyright RMC

23 Sale of business services Sale of services (pensions, bank accounts ) through digital signage

24 Store Image The Sting The Netherlands Copyright RMC

25 External Store Image Benetton store Barcelona Supertrash store The Hague Copyright RMC

26 (partial) Self Service Copyright RMC

27 Service: 24/7

28 Dynamic Pricing Dynamic Pricing through Electronic Shelf Labels 47% of the retailers acknowledge the advantage of electronic shelf labels Copyright RMC

29 Entertainment by Hyundai Hyundai Time Square New York Copyright RMC

30 Marketing and Entertainment Copyright RMC

31 Informationdesks idesk at Scheer&Foppen Use to help the consumer to make a choice between products. Also a way to sell outof-stock products. 61% of lost sales can be prevented if the salesperson offers home delivery of the item which is out-ofstock Copyright RMC

32 Use of tablets as PDA and POS If every salesperson has a PDA: employees can easily communicate and collaborate managers are better informed and authorized new opportunities arise from intelligent system solutions 66% of the customers say they buy more if the store has helpful staff Copyright RMC

33 Replacement of personnel Copyright RMC

34 Replacement of personnel Self Service Mobile Phone Shop at Schiphol Sale of mobile phones, prepaid cards, sim-only subscriptions and accessoires Copyright RMC

35 Lessons Learned (1/2) Lessons learned from 15 years of Digital Signage experience in the Retail environment: Digital Signage has extended value only if content is up-to-date and relevant Digital Signage can help for convenience and effective customers shopping experiences Empowering the staff with PDA s is very valuable, helpful staff is an important element to boost sales Digital Signage/POS for replacing personnel often not financial beneficial Copyright RMC

36 Lessons Learned (2/2) Consumers will always go first to a human person instead of a screen Use of Digital Signage as queue management in waiting rooms is very informative and therefor effective To change consumers shopping behavior through Digital Signage is complicated, the use should be effective, faster, or forced Digital Signage as a mean to communicate brand image/store image is effective Copyright RMC

37 Conclusion The future shop will become a place where it s all about the experience of the brand identity, the direct availability of the product is less important and therefor the shop needs less surface. Digital signage is an important mean to achieve this result Copyright RMC

38 Aopen Thank you for your attention Copyright RMC

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