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Le magasin du futur - Keynote Zappos E-Commerce Paris 2013 par Dominique Piotet (Rebellion Lab)
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Le magasin du futur - Keynote Zappos E-Commerce Paris 2013 par Dominique Piotet (Rebellion Lab)

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Qui ? Dominique Piotet, Pdg de Rebellion Lab et architecte du magasin du futur pour Zappos, qui ouvrira ses portes en janvier 2015 à Las Vegas. …

Qui ? Dominique Piotet, Pdg de Rebellion Lab et architecte du magasin du futur pour Zappos, qui ouvrira ses portes en janvier 2015 à Las Vegas.

Quoi ? Un keynote lors du salon E-commerce Paris 2013, qui donne un avant gout du premier magasin physique du leader américain de la vente de chaussures, filiale d'Amazon.

Published in Business , Technology
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  • 1. Zappos : the future of Retail is Digital…and we haven’t seen anything yet! 25 septembre 2013
  • 2. Votre Logo ici DOMINIQUE PIOTET Digital strategy and innovation for large organizations EUROPE CONSEIL Manager of e-business team L’ATELIER BNP President and CEO REBELLION LAB Founder and Chief Rebel ZEN FACTORY Founder LA POSTE “35 hours” manager Head of Internet strategy BNP PARIBAS Director of Internet and Intranet strategy PARIS
  • 3. Votre Logo ici Introduction: Web vs. Store? 1 – Zappos 2 – Zappos’ efforts in Las Vegas 3 – Future of retail…is digital 3.1 – Concepts and trends 3.2 – The store of the present 3.3 – The store of the future 3.4 – The four big challenges of the store of the future Keynote Conclusion AGENDA
  • 4. Votre Logo ici INTRODUCTION: WEB VS. STORE? In 2012 : Online commerce + 19 % In-store commerce - 2 % Reasons why consumers prefer online commerce : 1 – Price 2 – Gain of time 3 – Avoid moving 4 – Good deals 5 – Shop whenever and wherever wanted Reasons why consumers prefer instore commerce : 1 – See the product 2 – Get it right away 3 – Touch and feel the product 4 – Avoid delivery fees 5 – Try the product BVA-Mappy, 2013
  • 5. Votre Logo ici INTRODUCTION: WEB VS. STORE? Four new consumer behaviors: FULL STORE SHOWROOMER ROPO (Research Online, Purchase Offline) FULL DIGITAL 88 %78 %41 %63 % BVA-Mappy, 2013
  • 6. Votre Logo ici INTRODUCTION: WEB VS. STORE? BEFORE WEB VS. STORE NOW WEB-TO-STORE ! Consumer are not exclusive to a single profile. ! There is a necessity to make the bridge between in-store commerce and methods of online commerce. ! With the need of enhanced consumer experience, Web and Store cannot stay competitors…they must become complementary. à BVA-Mappy, 2013
  • 7. Votre Logo ici 1 – BUSINESS CASE: ZAPPOS
  • 8. Votre Logo ici KEY FIGURES ! Founded in 1999 in San Francisco with the vision of becoming the online shoe store with the best selection and the best service. ! Moved the headquarters to Las Vegas in 2004. ! Turned profitable for the first time in 2007: topped $100 million in monthly merchandise sales in December, ending the year with revenue of $840 million. ! Bought by Amazon in 2009 for $1.2 billion. ! US Leader for Shoes Online. ! 1,300 employees. ! Revenue of $2.2 billion in 2011, 20% average Growth y/y.
  • 9. Votre Logo ici STRATEGY ! “We are a Service Company that happen to sell clothes”. ! The 3C: –  Clothing –  Customer Service –  Culture ! Almost No Marketing Expenses: –  Customer Service is The New Marketing: free shipping and free return, 365-day return policy, 24/7 call center + Upgrades & Surprises –  Word of Mouth –  Loyalty ! Focus only on the United States ! No Outsourcing for Logistics & Customer Service
  • 10. Votre Logo ici CULTURE IS EVERYTHING –  Deliver WOW Through Service –  Embrace and Drive Change –  Create Fun and A Little Weirdness –  Be Adventurous, Creative, and Open-Minded –  Pursue Growth and Learning –  Build Open and Honest Relationships With Communication –  Build a Positive Team and Family Spirit –  Do More With Less –  Be Passionate and Determined –  Be Humble ! The company lives by 10 core values from which are developed the culture, the brand and the business strategies.
  • 11. Votre Logo ici CULTURE IS EVERYTHING –  In 2005, Zappos came up with the idea of the “Culture Book”. –  Collage of submissions from employees sharing what the Zappos culture means to them. –  Submissions are unedited. –  New book each year. ! “How can we sustain this culture? How can we remember it while simultaneously inspiring ourselves for the next year?”
  • 12. Votre Logo ici AND ZAPPOS CREATED…ZAPPOS COUTURE ! In 2004, Couture was created as the line for high-end shoes and clothes. ! Value proposition : accessing the latest and greatest items from the best international fashion houses online…while enjoying the same best-of-class customer service experienced with Zappos.com. ! 10% of Zappos revenues are now made by Zappos Couture.
  • 13. Votre Logo ici 2 – ZAPPOS’ EFFORTS IN LAS VEGAS
  • 14. Votre Logo ici MOVE OF THE HEADQUARTERS… NEW HQ DOWNTOWN LAS VEGAS •  Former City Hall Building •  Opened on September 9th 2013 •  $60 million invested in renovation and transformation FORMER HQ HENDERSON
  • 15. Votre Logo ici …AS THE FIRST STEP OF THE ! THE BET: transform Downtown Las Vegas into the most community-focused large city in the world. ARTS, MUSIC, CULTURE COMMUNITY AND COWORKING EDUCATION ENTREPRENEURSHIP TECHNOLOGY URBAN DEVELOPMENT THE PILLARS OF THE PROJECT ROI Return On Investment Maximizing short-term ROC Return On Community Maximizing long-term
  • 16. Votre Logo ici : HOW? $200 million in residential and real estate + $50 million in small businesses + $50 million in education + $50 million in tech startups = $350 million investment for the revitalization of Downtown Las Vegas… …invested by Zappos CEO Tony Hsieh who has initiated the project and leads it.
  • 17. Votre Logo ici : SITE EXAMPLE Container Park is set to be the new heart of Downtown Las Vegas with a mix of cafes, boutiques, bars, galleries, community space, an outdoor theater, children’s play area, and Catalyst Dome.
  • 18. Votre Logo ici STORE In the city of the future, will come the Store of the Future with : : STAY TUNED!
  • 19. Votre Logo ici Why in Las Vegas ? Because Shopping IS Vegas: luxury brands, demographic, number of visitors….Our audience is in the City. WHAT STORE OF THE FUTURE FOR DOWNTOWN?
  • 20. Votre Logo ici 3 – FUTURE OF RETAIL…IS DIGITAL
  • 21. Votre Logo ici 3.1 – CONCEPTS AND TRENDS At the intersection of Retail and Digital, what are the concepts to understand? What are the upcoming trends?
  • 22. Votre Logo ici SHOPPERS ARE MORE FUN AND SOCIAL!
  • 23. Votre Logo ici DIGITAL IS “MELTING” IN RETAIL 
  • 24. Votre Logo ici NO MATTER WHAT YOU DO…PEOPLE ARE BRINGING DIGITAL IN
  • 25. Votre Logo ici MOBILE SHOWS A FAST-PACED MOMENTUM 1.5B smartphone users in 2013 in the world, 31% of growth compared to 2012. 5B mobile users in 2013 in the world. Users turn to their phones about 150 times a day. Part of mobile traffic within global internet traffic is multiplying by 1.5 every year ... and is likely to maintain or accelerate the pace. 2013 Internet trends report Mary Meeker & Liang Wu, KPCB
  • 26. Votre Logo ici MOBILE IS NOT ONLY ABOUT PHONES Ipad growth has been about 3 times faster than Iphone growth as one compares first 12 quarters cumulative unit shipments for the two devices. Tablet shipments surpassed desktop PCs and notebook PCs shipments for the first time in Q4 2012 ... less than 3 years from introduction on the market. Mobile will soon include wearable technologies (glasses, watches, apparel). 2013 Internet trends report Mary Meeker & Liang Wu, KPCB
  • 27. Votre Logo ici SOLOMO: CONTEXT MATTERS SO CIAL LO CAL MO BILE The platform you use to engage with your target audience and promote your message. Your area(s) of concentration or relevant proximity. The medium of communication between your brand and your customers. 94% of smartphone users have searched for local information. 60% of mobile wi-fi hotspot users tag their social statuses, photo uploads or other posts with their location. 79% of smartphone owners are smartphone shoppers ... and 84% of them use their phones to help shop while in store. 15 minutes is the average time of smartphone use in-store. 64% of smartphone users use their devices to visit social networks at least once per day. In fact, smartphone users spend an average of 7.4 hours per month on Facebook alone.
  • 28. Votre Logo ici STORES OF THE FUTURE ARE STILL “GEEKY DRIVEN” … Microsoft Retail Center Intel Magic Mirror
  • 29. Votre Logo ici OR FASHION AND CONCEPT STORE DRIVEN Karl’s Pop-Up Store with NAP Burberry's new Flagship
  • 30. Votre Logo ici MOST RETAILER DON’T HAVE A 360° SEAMLESS CUSTOMER EXPERIENCE IN MIND. ESPECIALLY IN LUXURY.
  • 31. Hotel Concierge Online & Offline Customer Journeys are Consistent in Experience and Quality Google Glasses IPAD Barcode to download APP Valet Parking Outside Recreational Area Window Displays Magazines Hotel TV Online Personal Shopper Browsing Fitting Rooms Electronic Revolver Self Checkout All Clerks are points of sale (POS) Mobile Payment Automatic Inventory Levels Item scanning In-store purchase activity Bar Spa 1-Day Shipping Customer Satisfaction Survey VIP & Loyalty Programs Gallery Billboard Digital Fitting Room Awareness Consideration Purchase & Payment Service & Post Purchase STORE OF THE FUTURE CUSTOMER JOURNEY MAP – TOURIST SCENARIO FIRST VISIT Technology Hotspots Store Features/ Experience Marketing Channels
  • 32. Technology Hotspots Hotel Concierge Google Glasses IPAD Store Features/ Experience Marketing Channels Valet Parking Outside Recreational Area Window Displays Magazines Hotel TV Online Personal Shopper Browsing Fitting Rooms Electronic Revolver Self Checkout All Clerks are points of sale (POS) Mobile Payment Personalization of Experience Item scanning In-store purchase activity Bar Spa 1-Day Shipping Customer Satisfaction Survey VIP & Loyalty Programs Gallery Billboard Digital Fitting Room Trigger/Incentive Consideration Purchase & Payment Service & Post Purchase RFID Customer Recognition Zappos C. App Customer is triggered to visit the store again because of various influencers: •  Second Visit to Vegas •  Marketing Channel Triggers •  Use Loyalty Rewards/Points Note: Marketing ads will contain triggers for second visit & repeat customers such as long-tail online recommendation strategy Recommendation of items based on purchase history Customer is recognized via RFID and incentivized to use previously untried features such as personal shopper Specific brands are recommended to the customer based on the purchase history in store and via online account & app. Customer is informed on post-purchase perks, upcoming Brand releases and available services such as Bar/Café & Spa •  85% of customers stated they would be willing to pay up to 25% more to ensure a superior customer experience. •  55% became a customer of a company because of their reputation for great customer service. •  55% are willing to recommend a company due to outstanding service, more so than product or price. •  66% of customers cited customer service as the biggest driver for encouraging greater spending. * * Harris Interactive Customer Experience Impact Report STORE OF THE FUTURE CUSTOMER JOURNEY MAP – TOURIST SCENARIO SECOND VISIT
  • 33. Hotel Concierge VIP & Rock stars enjoy a tailored, exclusive and customized experience throughout their visit Google Glasses IPAD Barcode to download APP Valet Parking Outside Recreational Area Window Displays Hotel Social Network Personal Shopper Browsing Exclusive Fitting Rooms Exclusive Point of sale (POS) Mobile Payment Item scanning Bar Spa Same Day Shipping VIP Programs Gallery Digital Fitting Room Store Promotion Consideration Exclusivity in Browsing/Purchase Service & Post Purchase Store is promoted to the customer during his stay in Vegas via various channels Customer is automatically opted in for personal shopper and exclusive parking/valet service Customer enjoys a range of exclusive brands that are personalized and customized to his/her taste. Brands and products preference are communicated to the store management before the visit Customer is automatically opted in for an exclusive session at the spa, and have the option of private seating at Bar/Cafe Agent Special Event/ Invitation Customized Brands/ Products STORE OF THE FUTURE CUSTOMER JOURNEY MAP – VIP/ROCKSTAR SCENARIO Technology Hotspots Store Features/ Experience Marketing Channels
  • 34. Votre Logo ici BIG DATA FOR OPTIMUM RETAIL V olume V ariety V elocity V iability V alue Strong increase in retailers’ operating margins possible if consumer big data used to its fullest potential. Which functions? Which levers? MARKETING • Cross-selling • Location-based marketing • In-store behavorial analysis • Customer micro-segmentation • Sentiment analysis • Multi-channel experience MERCHANDISING • Assortment optimization • Pricing optimization • Placement and design optimization SUPPLY CHAIN • Inventory Management • Distribution and logistics optimization +10% to +30% +10% to +40% +5% to +35%
  • 35. Votre Logo ici We are entering Wave III 1.  Consumer centric 2.  “Experiential Superiority” 3.  Distributional Superiority 4.  Superior Value-Chain Control And also: • “Pop-Up” stores and other preemptive distribution opportunities will become proactive strategies as opposed to marketing opportunities • Small, rapidly cycled niche brands will trump mega- brands. • Digital world is an “unstoppable catalyst”. DISRUPTION HAS NOT HAPPENED YET
  • 36. Votre Logo ici What is it? • A luxury concept store of the Future (from the window to the operation) • A bar of the Future • Offline & Online • A constant work in Progress WHAT STORE OF THE FUTURE FOR DOWNTOWN?
  • 37. Votre Logo ici What is the concept? • Curation & Luxury • Design • Technology • Seamless 360 Customer Experience (offline and online) • To create an amazing customer experience WHAT STORE OF THE FUTURE FOR DOWNTOWN?
  • 38. Votre Logo ici 3.2 - THE STORE OF THE PRESENT What has been done with digital so far? Not much… Has digital been used as an enabler? Not really yet…
  • 39. Votre Logo ici 3.3 - THE STORE OF THE FUTURE How Digital will impact the Store of the Future? With which technologies? Digital will take place all along the Customer Journey… Awareness Consideration Purchase …outside the store, at the store window, in the store and finally in front of the product.
  • 40. Votre Logo ici OUTSIDE THE STORE GPS Wifi connection Geolocation Personalized signage
  • 41. Votre Logo ici EXAMPLES: GEOLOCATION
  • 42. Votre Logo ici AT THE STORE WINDOW Facial recognition Rich media (QR) Interactive window display Social shopping Personalized signage Geofencing
  • 43. Votre Logo ici IN-STORE ENVIRONMENT Mannequin holograms Personalized sound and light ambiance App / Game / Map Interactive dressing room Interactive mirror Wifi access Crowd-sourced hotspots Check-in and Personalized feed
  • 44. Votre Logo ici EXAMPLE: MARKS & SPENCER
  • 45. Votre Logo ici EXAMPLE: GUCCI, MILAN
  • 46. Votre Logo ici THE “PRODUCT” STORY Augmented reality Real-time data Rich media (QR) Dynamic signage Interactive features Ratings and reviews Ratings and reviews Rich media panel Showrooming 3D printing Mobile checkout
  • 47. Votre Logo ici EXAMPLE: 3D PRINTERS AT UPS SAN DIEGO Pilot program, August 2013
  • 48. Votre Logo ici 3.4 – THE FOUR BIG CHALLENGES OF THE STORE OF THE FUTURE TECHNOLOGY FUNCTIONALITIES INTEGRATION ON/OFF PAYMENT HUMAN
  • 49. Votre Logo ici KEYNOTE CONCLUSION Digital screens that display dynamic information where user’s role is more passive. InteractiveTerminal Integrated Everywhere Digital presence invites the visitor to participate: interactivity can incite curiosity, entertainment, etc. Digital activities are integrated between devices and platforms, between offline and online and between people and machines. Commerce happens when, where and how the customer wants it: bricks and clicks form a single ecosystem. In the evolution of digital integration within the physical store, 4 stages: The store of the future will be the stage where the integration physical space/digital space will be fully accomplished.
  • 50. Votre Logo ici KEYNOTE CONCLUSION Store of the future: commerce everywhere.
  • 51. Votre Logo ici THANK YOU FOR YOUR ATTENTION! QUESTIONS? Contact: Dominique Piotet dominique@rebellionlab.com