Retail Technology Trends José P. Chan Assistant Professor
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1 Retail Technology Trends José P. Chan Assistant Professor 9 October 2014
2 Presentation Overview The Omni Channel Tech Innovation Case Studies Take-Aways
3 Our industry is backwards. We need to partner up with Technologists. The future of retail is in the Digital Space. -Andrew Rosen President and Founder of Theory Columbia University April 2013
4 The Omni Channel Experience Omni Channel Retailing seeks to create a seamless purchasing journey for customers Today s connected customer demands: Personalization, Convenience and Speed The purchasing process is now a nonlinear journey
5 The Omni Channel Experience Physical Boutiques Outlets Customer Contact Centers Catalog Digital Mobile - Smartphone, Tablet ecom - Company, 3 rd Party Social Media - Facebook, Twitter, Pinterest
6 The Omni Channel Experience
7 Tech Innovation Touch Screens Face Recognition Virtual Mirrors Interactive Displays Sales Associate Tablets Kiosks
8 Tech Innovation In-Store Touch Screen - Similar to online, but with immediate product access. Customer chooses the type of interaction s/he desires e.g. request Sales Associate assistance using the touch screen. Digital Face recognition - Intel has developed the Audience Impression Metric Suite that identifies the, age, gender and attention span of people who view a stationary digital Ad. Content changes dynamically. The Fitting Reality - was Installed in several Topshop stores. Users try on apparel virtually for an improved customer experience.
9 Tech Innovation Search Engines 41% of leading retailers analyze site search data to personalize the e- Commerce experience Leading brands analyze Google and YouTube searches to test product demand before releasing new products Social Media ipad app lets salespeople view the most popular Pins and match those items with available inventory by store and department Geolocation Anonymously tabulate foot traffic through a store sensor that syncs up with smartphones. Measure: visits by floor, visit frequency, duration of visit
10 Burberry Case Study: A Tech Pioneer (VIDEO) Angela Arhendts, Former CEO Burberry (Current SVP Retail Apple)
11 Burberry Case Study: A Tech Pioneer An 8 year transformation of Burberry from 2006 to the Present Burberry Social Enterprise Sketch - Marc Benioff CEO Salesforce.com* Salesforce.com: Radian 6 tracks social media buzz Twitter: Tweet images of models before runway shows SAP: Co-developed an app Facebook:Pre-launch give away of perfume to Fans *
12 Burberry Case Study: A Tech Pioneer Blurring the lines between digital and in-store Sales Associates use tablets to create customer profiles, showcase products and track customer preferences Runway shows are live streamed and rich media content is posted on Twitter, Instagram and Pinterest The London flagship store is a lab for new technologies In-store ipads have helped increase sales conversion within its retail network
13 Sephora Case Study: Bridging Two Worlds Ensuring a seamless and customized online & offline presence Sephora customers online profile, past purchases and rewards can be accessed in store Sephora recognizes the importance integrating in-store and digital shopping* Sephora has ~5MM Facebook fans; 900K Twitter followers; 600,000 Apple Passbook registrations. Mobile devices generate 1/3 of all Sephora.com traffic** * **
14 Sephora Case Study: Bridging Two Worlds Customize offering with useful tech tools Color IQ identifies the skin color of the customer and matches it with one of the 1500 formulas available in store* Sephora is launching a new 3D augmented reality mirror by ModiFace that simulates cosmetics on a user s face photo-realistically in real-time** Useful tech innovation builds brand loyalty and sales * **
15 Tory Burch Case Study: Clienteling & Connecting Implementing tech tools that provide high-touch service ipad Client Book provides Associates with access to customer information: past purchases, birthday s and a customer s wish list.* ipad data facilitates tracking of sales associate, product and store performance With 100 global stores - the brand grew to $800MM in less than a decade* *
16 Tory Burch Case Study: Clienteling & Connecting A strong digital presence coupled with rich marketing content The Tory Daily app engages customers (80% return user rate*), features sales events with limited product offerings and highlights blog posts The website balances interesting product pages, articles, ideas and illustrations 44% of Tory Burch's website traffic comes from mobile devices. ~30% of sales are generated via mobile.* *
17 Tory Burch Case Study: Clienteling & Connecting (VIDEO) Matt Marcotte: EVP Global Retail
18 Take-Aways Develop an end-to-end strategy that integrates the physical and digital worlds Understand what pain point a given technology will solve prior to deploying it Establish processes that make it easier to serve consumers Implement systems and tools that are simple and intuitive
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