Digital trends 2015 Focus on retail. Jennie Wright Director of IT Digital, Specsavers

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1 Digital trends 2015 Focus on retail Jennie Wright Director of IT Digital, Specsavers

2 Today s customer expects a simple, seamless experience that works first time Wearables Smart phones Cloud solutions Digital services Segment Of One Business model adaption Cultural change hyper connected consumer = seamless experience Security Data Omni- Channel Retail Call centre POS technology Digital signage Beacon technology mpay/contactless Interactive display Simulated experience Virtual reality Video walls Live chat Video chat Multi-skilling Web real time comms Voice recognition IVR Digital Mobile apps/web Tailored offers Corporate websites Social ecommerce Community/advocates

3 What does that experience look like today? 75% of shoppers of all ages want retailers to use new technologies in High St stores 90% of purchases still taking place in store but customers expectations of experience driven by digital experiences Retailers identified customer experience as the single most exciting opportunity in % of CEO s confirmed digital business is part of their strategy in 2015 Retailers are already using technology in a number of ways to shape the retail experience and to exceed the customer experience they offer Conversion rate optimisation is the top digital priority for retailers in 2015, and marketing will become more personal.

4 How to gain a competitive advantage with hyper connected customers? Exceptional customer experience through Digital/Physical mash-up Digical (combined digital and physical) innovations will hit some businesses much harder and faster than others How much has the ongoing digital transformation already changed your industry s offerings and competitive dynamics? How much is it likely to do so in the next several years? A digical lens will change how people perceive and manage nearly every activity in life and business. Try using it. Pick apart your customers experience chain to understand how digital technologies apply. Combining the physical and the digital promises to transform nearly every element of nearly every industry, including yours. Darrell Rigby Harvard Business Review & Bain

5 2015 Digical retail case study: Argos Argos wished to cement its position as a leader of multichannel retail with an expanded channel proposition including an ipad app, fully transactional m-commerce site and innovative web functionality. The cornerstone of this strategy was the re-launch of its Argos.co.uk site providing solid foundations for growth whilst delivering enhanced experiences and commercial returns. mobile capabilities allowing customers to interact on the move The store refurbishment programme has also been designed for the multichannel customer ipad app begins to reposition Argos from a catalogue-led business to a digitally-led business digital and social marketing continue to play a significant role in customer engagement and acquisition Customers can now easily start their journey in one place and pick it up in another. Responding to customer calls for speed, ease and immediacy, customers now have the options to check in-store product availability and Check & Reserve or 1-Click reserve for immediate collection. The results: Multichannel sales penetration has increased to over 50% of total sales, with Argos.co.uk receiving 440m visitors per year. The iphone app has been downloaded over 2.5m times, the Android app over 625k times and the ipad app over 450k times. The ipad app is contributing to the 12% of total company sales now accounted for through mobile channels. Referral traffic from ebay to Argos is up 28% Econsultancy April 15

6 Digical trends 2015 and beyond Potential barriers 85% of retailers find it difficult to know what technology to invest in The complexity and number of touch points is perceived to be the most significant obstacle to a better understanding of the customer journey. Bottom up digital transformation does not work Trends More than half of retailers see customer experience as the primary means of competitive differentiation over the next five years. retailers will increase their focus on big data and marketing automation One click everything customers can plan their perfect in store experience Kill the checkout all parts of the store can be a purchase point By % of CEO s will be building their strategy around digital business Actions Remove basic tasks to empower staff to give a better experience Don t judge based on age! Focus on need and pain points