Future touchpoints Shopping2020 Iskander Smit
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Info.nl hosted the expert group on future retail touchpoints and info.nl/labs lead the group and made the report. ...

Info.nl hosted the expert group on future retail touchpoints and info.nl/labs lead the group and made the report.
At the WebWinkelVakdagen the Shopping closing conference took place. Iskander Smit presented two times our conclusions. This is the version I used at Thursday January 23.

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Future touchpoints Shopping2020 Iskander Smit Presentation Transcript

  • 1. WAT  LEERT  EEN  GLASS-­‐APP  VOOR  BOL.COM   OVER  DE  TOEKOMST  VAN  RETAIL  TOUCHPOINTS   Bevindingen  van  de  expertgroep  Future  Touchpoints   bij  Shopping2020  (#s2020)  op  de  WebWinkelVakdagen  (#wwv14)    Iskander  Smit,  strategy  director  info.nl   @iskandr   ©  Shopping  2020  
  • 2. Over  de  gastheer  info.nl   Strategie,  ontwerp,  ontwikkeling  en  beheer  van  online  plaForms.  ConnecJng  the  dots.   ©  Shopping  2020   2  
  • 3. Expertgroepleden   ©  Shopping  2020   3  
  • 4. Onderzoeksvraag   WAT  ZIJN  DE  RELEVANTE   CONTACTPUNTEN  TUSSEN   CONSUMENT  EN  WINKELIER     IN  2020?   ©  Shopping  2020   4  
  • 5. EEN  VOORBEELD   ©  Shopping  2020   5  
  • 6. ©  Shopping  2020   6  
  • 7. ©  Shopping  2020   7  
  • 8. ©  Shopping  2020   8  
  • 9. ©  Shopping  2020   9  
  • 10. ©  Shopping  2020   10  
  • 11. ©  Shopping  2020   11  
  • 12. ©  Shopping  2020   12  
  • 13. ©  Shopping  2020   13  
  • 14. Touchpoints?   ALLES  DAT  HET  CONTACT  KAN  ZIJN   TUSSEN  CONSUMENT  EN  MERK   ©  Shopping  2020   14  
  • 15. Touchpoints   ©  Shopping  2020   15  
  • 16. TOEKOMST  VOORSPELLEN  IS  LASTIG   ©  Shopping  2020   16  
  • 17. 7  JAAR  GELEDEN?   ©  Shopping  2020   17  
  • 18. Mobiel internetgebruik1 naar leeftijd, 2007 en 2012 Totaal 12 tot 25 jaar 25 tot 45 jaar 45 tot 65 jaar 65 tot 75 jaar 0 Bron: CBS 10 20 30 40 50 2007 60 2012 70 80 90 100 % v internet gebruikers 2) an 1) Gebruik van mobiele apparatuur niet thuis of op het werk 2) Personen met internetgebruik in de drie maanden voorafgaand aan het onderzoek ©  Shopping  2020   18  
  • 19. FUTURE TOUCHPOINTS Laptops s  70%  van  alle  online  retail  touchpoints  mby tablets & phones In  2020  iand desktops are believed to be replaced obiel   Interactive TV GFK  research     will also gain market share (9%) but Smartware (watches and glasses) will remain small Total market: devices used in the future to make online purchases (expert forecast) Distribution of online purchase channels (%) 3%4% 5% 3% 10% 15% 9% 32% 10% 22% 21% 31% 33% 2013 Laptop Smartphone Smart watches Desktop Interactive/Internet television Other devices Base: all experts who have given their vision on the total market and have evaluated a specific segment (n= 268) © Shopping 2020 ©  Shopping  2020   2020 Tablet Glasses (e.g. Google Glasses) 73 19  
  • 20. Business  Insider  –  future  of  digital,  November  2013   ©  Shopping  2020   20  
  • 21. Sensors  tracking  all  of  our  life   the  internet  of  everything   http://quantifiedself.com/2011/02/hit-–-health-internet-of-things/ ©  Shopping  2020   21  
  • 22. THE  “YOU-­‐WEB”   ©  Shopping  2020   22  
  • 23. Trend  1  van  6   WE  KRIJGEN  HYPERPERSONALISATIE   VAN  ALLES       ©  Shopping  2020   23  
  • 24. 3D  scanning  en  prinXng     Project  DNA;  onze  eigen  maten  als  touchpoint  voor  retail  aanbiedingen   ©  Shopping  2020   24  
  • 25. Marktplaats  van  profielen   ‘Placed’  biedt  winkeliers  data  over  hun  bezoekers  buiten  de  eigen  winkel   ©  Shopping  2020   25  
  • 26. Zelfcontrole  vervangt  privacy   haps://vimeo.com/46097693   ©  Shopping  2020   26  
  • 27. ©  Shopping  2020   27  
  • 28. Echte  ervaringen   Landmarkt   ©  Shopping  2020   28  
  • 29. Trend  2  van  6   IN  BALANS  MET  ALLE  DATA  ZOEKEN   WE  ECHTE  ERVARINGEN  EN  SOCIALE   VERBANDEN     ©  Shopping  2020   29  
  • 30. Social  als  tool  voor  het  vinden  van  advies  door  peers   Svpply   ©  Shopping  2020   30  
  • 31. Curators  van  de  juiste  producten  en  ervaringen   Fashion  blogs,  Fab,  etc.   ©  Shopping  2020   31  
  • 32. Pop-­‐up  experiences   ©  Shopping  2020   32  
  • 33. Trend  3  van  6   HYBRIDE  SHOPPING  ZAL  DE   STANDAARD  WORDEN     ©  Shopping  2020   33  
  • 34. Key Takeaways Mobile search is the starting point. Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping The retail landscape is evolving for all industries. Mobile use in stores is not category specific -  Nearly 2/3 of baby product shoppers compare prices in-store. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store. Shoppers who use mobile more, spend more in-store. Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping. Google Shopper Marketing Council, April 2013 http://www.google.com/think/research-studies/mobile-in-store.html 04 ©  Shopping  2020   34  
  • 35. Mixing  media;  pas  andere  kleuren  via  de  digitale  spiegel   Sharp  (hap://www.youtube.com/watch?v=3CSXOWKSG98)   ©  Shopping  2020   35  
  • 36. Pop-­‐up  digitale  stores   bol.com   ©  Shopping  2020   36  
  • 37. Hands-­‐free  shopping   Apple  store  app   ©  Shopping  2020   37  
  • 38. Trend  4  van  6   CUSTOMER  SHOPPING  JOURNEYS   WORDEN  MINDER  LINEAIR     ©  Shopping  2020   38  
  • 39. Asynchronous  customer  journeys   Forrester   ©  Shopping  2020   39  
  • 40. Bluetooth  Smart  brengt  de  data  in  de  cloud  als  onderdeel  van  de  winkel   EsJmote  iBeacons   ©  Shopping  2020   40  
  • 41. Trend  5  van  6   RETAIL  ZAL  MEER  EN  MEER  IN  DE   CLOUD  PLAATSVINDEN.   IN  FYSIEKE  SHOP  EN  ONLINE.     ©  Shopping  2020   41  
  • 42. Met  onze  wearable  devices  kan  alles  een  touchpoint  zijn   Fancy  Glass  app   ©  Shopping  2020   42  
  • 43. Trend  6  van  6   IN  DE  TOEKOMST  VAN  RETAILING  IS   ALLES  EEN  TOUCHPOINT.   ©  Shopping  2020   43  
  • 44. Niet  het  device  is  het  touchpoint,  maar  het  product.   Of  de  mens  natuurlijk   ©  Shopping  2020   44  
  • 45. The  store  is  everywhere   ©  Shopping  2020   45  
  • 46. GLASS  ALS  CASE   ©  Shopping  2020   46  
  • 47. BOL.COM  ALS   ONDERWERP   ©  Shopping  2020   47  
  • 48. Principe  van  Glass;  geen  apps  maar  contextdiensten   Model  labs.info.nl   ©  Shopping  2020   48  
  • 49. denkmodel   BOL.COM  LEVERT  KENNIS  EN  GEMAK,   DE  DATA  UIT  GEDRAG  IS  DE  BRON.       BOL.COM  FACILITEERT  DE   WINKELERVARING.     ©  Shopping  2020   49  
  • 50. bol.com  is  niet  de  winkel  waar  je  heen  gaat   ©  Shopping  2020   50  
  • 51. bol.com  faciliteert  het  contact  tussen  shopper  en  retailer   ©  Shopping  2020   51  
  • 52. Glass  is  bij  uitstek  het  voertuig  van  die  rol   ©  Shopping  2020   52  
  • 53. ©  Shopping  2020   53  
  • 54. ©  Shopping  2020   54  
  • 55. …als  adviseur  bij  de  moeilijke  keuzes   ©  Shopping  2020   55  
  • 56.  …als  conversaXon  starter   http://vimeo.com/46304267‎ ©  Shopping  2020   56  
  • 57. …als  verkoper  met  voorkennis   ©  Shopping  2020   57  
  • 58.  …als  provider  van  de  ‘store  everywhere’   ©  Shopping  2020   58  
  • 59. Future  touchpoints   Conclusie   •  Touchpoints  ontwikkelen  naar  de  momenten  van  intenXe  van  de   consument  die  de  retailer  vervult   •  Permission-­‐based  profiling  biedt  retailers  de  kans  relevant  te  zijn   in  context  van  de  consument     •  Shopping  wordt  sociaal,  hybride,  asynchroon  en  conXnu   •  We  gebruiken  een  mix  van  devices  naast  elkaar   •  RelaJes  met  de  consument  via  curated  echte  ervaringen,   gecombineerd  met  perfecte  fulfillment     ©  Shopping  2020   59  
  • 60. EN  NU?   ©  Shopping  2020   60  
  • 61. De  gevolgen  van  de  alom  aanwezige  touchpoints…   •  De  touchpoints  zijn  meer  media  dan  winkels  om  te   kopen.  De  retailer  zal  dus  capaciteiten  moeten   ontwikkelen  om  media  te  kunnen  managen.     •  De  retailer  kan  zich  focussen  op  het  leveren  van  het   pladorm,  maar  vaker  zal  de  opJe  om  een  community  te   bouwen  en  te  onderhouden.   •  De  touchpoints  en  gevolgen  voor  interacJe  veranderen   voortdurend.  Zorg  voor  open  en  flexibele  systemen  om   met  de  klant  te  verbinden.   ©  Shopping  2020   61  
  • 62. Future  op  retail  model   PSFK,  2014   hemes ern shopping e Platforms ms that enable spond to velop better nd add xperience. ath nking retailer y data, man service to re and ext. ©  Shopping  2020   PSFK presents the Future of Retail 2014 62  
  • 63. De  retailer  is  klaar  voor  de  future  touchpoints  in  2020…   MAAK  JE  AANBOD  VINDBAAR   IN  DE  ALOM  AANWEZIGE  WINKEL   DOOR  TE  FOCUSSEN  OP  DATALAAG   EN  ZO  TE  BOUWEN  AAN  COMMUNITY     ©  Shopping  2020   63  
  • 64. DANK!     Iskander  Smit,     @iskandr,     iskander@info.nl   ©  Shopping  2020  
  • 65. References   These  references  are  unsorted     Wearable  Tech.  hap://www.bbc.co.uk/news/business-­‐23579404     No  UI.  hap://smethur.st/posts/176135799     Digital  overlay.  hap://www.psp.com/2013/07/future-­‐of-­‐entertainment-­‐digital-­‐overlay.html     Nieuw  geld.  hap://www.ted.com/talks/paul_kemp_robertson_bitcoin_sweat_Jde_meet_the_future_of_branded_currency.html     InformaJon  consumerism.  hap://www.faz.net/aktuell/feuilleton/debaaen/ueberwachung/informaJon-­‐consumerism-­‐the-­‐price-­‐of-­‐hypocrisy-­‐12292374.html     Privacy  sensing.  haps://vimeo.com/46097693     Augmented  reality  IKEA.  hap://www.markeJngonline.nl/nieuws/bericht/ikea-­‐app-­‐brengt-­‐producten-­‐tot-­‐leven   3D  printed  dress.  hap://www.wired.com/design/2013/07/catherine-­‐wales-­‐3-­‐d-­‐printer-­‐fashion-­‐designer/#slideid-­‐165611     PersonalisaJe  dashboards.  haps://www.media.volvocars.com/global/enhanced/en-­‐gb/media/preview.aspx?mediaid=45561     Metaverse.  haps://www.youtube.com/watch?v=CuSAqmtUnLs#at=519     The  store  is  everywhere.   hap://www.businessoffashion.com/2013/07/the-­‐store-­‐is-­‐everywhere-­‐frog-­‐forrester-­‐google-­‐nike-­‐apple-­‐steve-­‐jobs-­‐the-­‐fancy-­‐joe-­‐einhorn.html     Ebay  3D  prinJng.  hap://mashable.com/2013/07/12/ebay-­‐3d-­‐print-­‐iphone-­‐app/?utm_cid=mash-­‐com-­‐t-­‐main-­‐photo     Google  interacJve  billboards.  hap://www.fastcompany.com/3014380/fast-­‐feed/googles-­‐futurisJc-­‐airport-­‐billboards-­‐are-­‐interacJve-­‐allow-­‐you-­‐to-­‐download-­‐conten     Moto  X.  hap://qz.com/89410/google-­‐moto-­‐x-­‐smartphone-­‐will-­‐spy-­‐on-­‐you-­‐247-­‐and-­‐youll-­‐like-­‐it/     Smart  watches  as  payment.  hap://venturebeat.com/2013/06/29/why-­‐smartwatches-­‐are-­‐the-­‐real-­‐future-­‐of-­‐mobile-­‐payments/     Internet  of  Things  eggfinder.  hap://qz.com/100510/ge-­‐just-­‐invented-­‐the-­‐first-­‐internet-­‐of-­‐things-­‐device-­‐youll-­‐actually-­‐want-­‐to-­‐own/     Google  research  mobile.  hap://think.withgoogle.com/databoard/#lang=en-­‐us&study=20&topic=45     Instagram  economy.  hap://feedly.com/k/14NHSeM     Ecommerce  Europe.  haps://www.shopping2020.nl/containers.php?acJon=view&Container_Id=10   Corner  Convenience-­‐  future  movie.  haps://vimeo.com/37870061     Sight  -­‐  future  movie.  haps://vimeo.com/46304267     iOS7  beacon.  hap://www.macworld.com/arJcle/2041306/27-­‐new-­‐ios-­‐7-­‐features-­‐apple-­‐didnt-­‐talk-­‐about.html     GFK  -­‐  achteraf  betalen  onderzoek.  hap://www.emerce.nl/nieuws/gp-­‐achteraf-­‐betalen-­‐wint-­‐populariteit     Sneekpeeq  webretail  plaForm.  hap://thenextweb.com/insider/2013/07/13/sneakpeeq-­‐symphony-­‐commerce/     Clicks-­‐n-­‐bricks.  hap://www.markeJngfacts.nl/berichten/bricks-­‐clicks-­‐verkopen-­‐minder-­‐vaak-­‐nee     MIT  interview  wearable  tech.  hap://www.technologyreview.com/qa/515681/wearable-­‐compuJng-­‐pioneer-­‐says-­‐google-­‐glass-­‐offers-­‐killer-­‐existence/     10  products  that  rethink  interfaces.   hap://thenextweb.com/insider/2013/05/28/insJncJve-­‐innovaJon-­‐10-­‐experimental-­‐projects-­‐that-­‐completely-­‐rethink-­‐computer-­‐interfaces/     Bever  met  tablets.  hap://www.emerce.nl/nieuws/bever-­‐rust-­‐winkels-­‐uit-­‐tablets         ©  Shopping  2020   65  
  • 66. References   These  references  are  unsorted     Social  media  en  de  groei  van  e-­‐commerce.  hap://www.dutchcowboys.nl/socialmedia/28377     On-­‐demand  markeJng.  hap://www.mckinsey.com/insights/markeJng_sales/the_coming_era_of_on-­‐demand_markeJng     Karl  Lagerfeld  concept  store.  hap://www.emerce.nl/wire/karl-­‐lagerfeld-­‐creert-­‐samen-­‐emakina-­‐rijke-­‐digitale-­‐beleving-­‐nieuwe-­‐concept-­‐store     Zoekmachine  voor  fysieke  winkels.  hap://www.emerce.nl/nieuws/amsterdam-­‐heew-­‐zoekmachine-­‐producten-­‐fysieke-­‐winkels     Amerikaanse  winkels  haken  af  met  f-­‐commerce.  hap://www.emerce.nl/nieuws/amerikaanse-­‐retailers-­‐haken-­‐af-­‐facebookcommerce     De  haken  en  ogen  van  same  day  delivery.  hap://www.emerce.nl/achtergrond/haken-­‐ogen-­‐sameday-­‐delivery     Snelle  mobiele  sites  belangrijk  voor  online  shoppers.  hap://www.emerce.nl/achtergrond/snelle-­‐mobiele-­‐site-­‐belangrijk-­‐online-­‐shoppers     Face  recogniJon  to  spot  vips  in  stores.   hap://www.npr.org/blogs/alltechconsidered/2013/07/21/203273764/high-­‐end-­‐stores-­‐use-­‐facial-­‐recogniJon-­‐tools-­‐to-­‐spot-­‐vips     Bijenkorf  en  m-­‐commerce.  hap://www.emerce.nl/cases/hoe-­‐bijenkorf-­‐succesvol-­‐pioniert-­‐mcommerce     bol.com  opent  shopping  wall  in  Rdam  CS.  hap://www.twinklemagazine.nl/nieuws/2013/07/bol.com-­‐opent-­‐virtuele-­‐vakanJewinkel-­‐op-­‐roaerdam-­‐cs/index.xml     EmoJes  zijn  de  nieuwe  cookies.  hap://www.emerce.nl/nieuws/affecJve-­‐compuJng-­‐volgende-­‐stap-­‐online-­‐markeJng     Nieuwe  generaJe  bewegende  schermen.  hap://www.nu.nl/gadgets/3409284/nieuwe-­‐generaJe-­‐bewegende-­‐schermen-­‐gepresenteerd.html     Moto  X  personalisaJe.  hap://www.motorola.com/us/consumers/Moto-­‐X/moto-­‐x,en_US,pg.html     Nederlander  wil  zelfscankassa.  hap://www.emerce.nl/nieuws/nederlander-­‐vooral-­‐zelfscankassa     Concept  store  for  social  media  generaJon.  hap://www.psp.com/2013/04/social-­‐media-­‐department-­‐store.html     One  product,  many  sites.  hap://www.internetevoluJon.com/author.asp?secJon_id=838&doc_id=247891     MyOrder.  hap://finno.wordpress.com/2013/02/18/met-­‐secondscreen-­‐zet-­‐rabobanks-­‐myorder-­‐serieuze-­‐stappen-­‐in-­‐mobiel-­‐betalen-­‐in-­‐de-­‐retail/     Rethink  mobile  retail.  hap://www.fastcodesign.com/1671987/fresh-­‐from-­‐ted-­‐a-­‐mind-­‐blowing-­‐app-­‐that-­‐could-­‐remake-­‐mobile-­‐retail     Reimagine  stages  of  retail.  hap://radar.oreilly.com/2013/03/stages-­‐of-­‐retail-­‐showrooming-­‐baale-­‐5-­‐shopping-­‐fee-­‐ebay-­‐yerdle.html     Understanding  stages  of  retail.  hap://blogs.hbr.org/cs/2013/03/understanding_the_stages_of_retail.html     Schermen  future  movie.  hap://www.youtube.com/watch?v=jZkHpNnXLB0     Walmart  mobile  check-­‐out.  hap://allthingsd.com/20130320/walmart-­‐expanding-­‐iphone-­‐checkout-­‐system-­‐to-­‐more-­‐stores-­‐and-­‐android/     Kinect  in  shopping  malls.  hap://readwrite.com/2013/03/16/microsow-­‐new-­‐kinect-­‐enhancements-­‐go-­‐to-­‐the-­‐mall     RealJme  locaJon  awareness.  hap://www.kurzweilai.net/first-­‐google-­‐glass-­‐use-­‐for-­‐real-­‐Jme-­‐focus-­‐of-­‐mulJple-­‐viewers     EmpatheJc  algorithms.  hap://feedproxy.google.com/~r/Techcrunch/~3/HUGQw-­‐H9v0U/     Sharing  economy,  new  way  of  living.  hap://gu.com/p/3hm65/tw     VibraJng  windows  in  trains  as  touchpoint.  hap://mashable.com/2013/07/04/vibraJng-­‐train-­‐window-­‐ads/     Contact  lens  compuJng.  hap://www.fastcompany.com/3015060/heres-­‐what-­‐brick-­‐and-­‐mortar-­‐stores-­‐see-­‐when-­‐they-­‐track-­‐you     EsJmote  beacons  hap://esJmote.com/     Brick-­‐and-­‐mortar  tracking  hap://www.fastcompany.com/3015060/heres-­‐what-­‐brick-­‐and-­‐mortar-­‐stores-­‐see-­‐when-­‐they-­‐track-­‐you     ©  Shopping  2020   66