© copyright 2014 rickpalmerconsulting.com
| the future of in-store experience |
a rick palmer insight report
© copyright r...
© copyright 2014 rickpalmerconsulting.com
Changes in Consumer Behaviour
The rise of the connected shopper has permanently ...
© copyright 2014 rickpalmerconsulting.com
Technology is driving the shift
85% of consumers are now digital shoppers, resea...
© copyright 2014 rickpalmerconsulting.com
Expectations are rising
The Internet provides consumers with a wealth of product...
© copyright 2014 rickpalmerconsulting.com
Bricks and mortar retailers are falling short
There exists a growing divide betw...
© copyright 2014 rickpalmerconsulting.com
“In this new reality, incremental adjustments to the store format will no longer...
© copyright 2014 rickpalmerconsulting.com
| defining the connected shopper |
© copyright 2014 rickpalmerconsulting.com
The Digital Mass Market
By age, the “Digital Mass Market” (the 85% of us who use...
© copyright 2014 rickpalmerconsulting.com
50 50♂
♀There is an even 50/50 divide of men and women in the digital mass market
© copyright 2014 rickpalmerconsulting.com
Mobile adoption is accelerating
Smartphone and tablet use, with its tactile inpu...
© copyright 2014 rickpalmerconsulting.com
Touchscreen devices are becoming ubiquitous
▪ 54% are currently using or would l...
© copyright 2014 rickpalmerconsulting.com
5
Five facts about the connected shopper
1. They represent a very broad demograp...
© copyright 2014 rickpalmerconsulting.com
| introducing the connected store |
© copyright 2014 rickpalmerconsulting.com
“In a truly multichannel world, the purpose of the store changes from driving sa...
© copyright 2014 rickpalmerconsulting.com
Reinventing the store experience
The connected store should offer a seamless cro...
© copyright 2014 rickpalmerconsulting.com
5
Five facts about tomorrow’s connected store
1. It will offer a personalized sh...
© copyright 2014 rickpalmerconsulting.com
Brand Experience Destination
With the ability to deliver an unrivalled sense of ...
© copyright 2014 rickpalmerconsulting.com
Technology as Enabler
The role of technology should be one of enabler, ensuring
...
© copyright 2014 rickpalmerconsulting.com
Connected Stores for Connected Shoppers
Digital shoppers want access to addition...
© copyright 2014 rickpalmerconsulting.com
Empowered Store Assistants
Store assistants should be empowered with the same hi...
© copyright 2014 rickpalmerconsulting.com
| technology |
© copyright 2014 rickpalmerconsulting.com
Technology plays an integral role in serving the connected shopper
The following...
© copyright 2014 rickpalmerconsulting.com
touch and gestural interaction
© copyright 2014 rickpalmerconsulting.com
Touch and Gestural Interaction
New and highly engaging interaction methods are b...
© copyright 2014 rickpalmerconsulting.com
Touch touch and gestural interaction
Today, touchscreen technology is ubiquitous...
© copyright 2014 rickpalmerconsulting.com
Touchless Visual Detection touch and gestural interaction
Devices such as Micros...
© copyright 2014 rickpalmerconsulting.com
Holographics touch and gestural interaction
A truly magical presentation medium,...
© copyright 2014 rickpalmerconsulting.com
Transparent LCD touch and gestural interaction
Used to great effect in product d...
© copyright 2014 rickpalmerconsulting.com
computer vision
© copyright 2014 rickpalmerconsulting.com
Computer Vision
Through the use of motion and depth-sensing cameras we
can now “...
© copyright 2014 rickpalmerconsulting.com
Display Media, Attraction Media, Analytics computer vision
Computer Vision can b...
© copyright 2014 rickpalmerconsulting.com
projection
© copyright 2014 rickpalmerconsulting.com
Projection
When used in small spaces, such as product display,
(interactive) pro...
© copyright 2014 rickpalmerconsulting.com
Display Media & Attraction Media projection
For Display – projection can be used...
© copyright 2014 rickpalmerconsulting.com
printed electronics
© copyright 2014 rickpalmerconsulting.com
Printed Electronics
Electro-Conductive inks now allow for printing of fully
func...
© copyright 2014 rickpalmerconsulting.com
Display Media printed electronics
When printed directly on to packaging, printed...
© copyright 2014 rickpalmerconsulting.com
wireless interactivity (RFID / NFC)
© copyright 2014 rickpalmerconsulting.com
Wireless Interactivity (RFID / NFC)
RFID can be employed to track location, trig...
© copyright 2014 rickpalmerconsulting.com
Display Media & POS / Counter wireless interactivity (RFID / NFC)
RFID can be us...
© copyright 2014 rickpalmerconsulting.com
captive portal / passive analytics
© copyright 2014 rickpalmerconsulting.com
captive portal / passive analytics
Captive Portal / Passive Analytics
Until now,...
© copyright 2014 rickpalmerconsulting.com
Captive Portal / Passive Analytics captive portal / passive analytics
In Store T...
© copyright 2014 rickpalmerconsulting.com
mobile payment
© copyright 2014 rickpalmerconsulting.com
mobile payment
Mobile Payment
Decentralized POS removes transaction bottlenecks ...
© copyright 2014 rickpalmerconsulting.com
Mobile Payment mobile payment
There are a number of sales staff POS systems avai...
© copyright 2014 rickpalmerconsulting.com
augmented reality
© copyright 2014 rickpalmerconsulting.com
augmented reality
Augmented Reality
Augmented Reality combines a live view of ph...
© copyright 2014 rickpalmerconsulting.com
Augmented Reality augmented reality
At home - “Try before you buy” provides a hi...
© copyright 2014 rickpalmerconsulting.com
| recommendations |
© copyright 2014 rickpalmerconsulting.com
A Multichannel Retail Vision
A multichannel retail vision is required to deliver...
© copyright 2014 rickpalmerconsulting.com
A Seamless Cross-Channel Customer Experience
The same level of personalization, ...
© copyright 2014 rickpalmerconsulting.com
A Suitable IT Infrastructure
A channel-agnostic, flexible IT infrastructure is r...
© copyright 2014 rickpalmerconsulting.com
Embrace Change
Retailers need to make change “normal” and embrace
continual asse...
© copyright 2014 rickpalmerconsulting.com
In Store Theatre
The bricks and mortar experience should centre on a sense
of oc...
© copyright 2014 rickpalmerconsulting.com
A Focus on ROI
In addition to the obvious experience benefits possible
through t...
© copyright 2014 rickpalmerconsulting.com
thanks for reading!
rickpalmerconsulting.com
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Are You Being Served? The Future Of In-Store Experience

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The rise of the connected shopper has permanently altered the shopping experience. Online shopping has transformed consumer purchasing behaviour, giving rise to cross-channel shopping and far higher service level expectation, yet the in store experience has altered remarkably little since the early days of the shopkeeper. How are YOU being served?

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Are You Being Served? The Future Of In-Store Experience

  1. 1. © copyright 2014 rickpalmerconsulting.com | the future of in-store experience | a rick palmer insight report © copyright rickpalmerconsulting.com 2014
  2. 2. © copyright 2014 rickpalmerconsulting.com Changes in Consumer Behaviour The rise of the connected shopper has permanently altered the shopping experience. Online shopping has transformed consumer purchasing behaviour, giving rise to cross-channel shopping and far higher service level expectation, yet the in store experience has altered remarkably little since the early days of the shopkeeper.
  3. 3. © copyright 2014 rickpalmerconsulting.com Technology is driving the shift 85% of consumers are now digital shoppers, researching and purchasing products using the Internet, with the average connected shopper gathering information from 10 different sources prior to each purchase.
  4. 4. © copyright 2014 rickpalmerconsulting.com Expectations are rising The Internet provides consumers with a wealth of product and brand information, allowing for highly-informed purchase decisions to be formed prior to purchase. We are also increasingly opting to share personal information with brands in order to enjoy a personalized shopping experience. AWAITING IMAGE
  5. 5. © copyright 2014 rickpalmerconsulting.com Bricks and mortar retailers are falling short There exists a growing divide between customer expectation and in store experience. We are becoming ever more reliant on the high levels of service and personalization delivered online. This has given rise to a growing discontent with the level of service available in store.
  6. 6. © copyright 2014 rickpalmerconsulting.com “In this new reality, incremental adjustments to the store format will no longer be sufficient. To survive, a radical rethink of the purpose of the store in the consumer shopping journey is required.”
  7. 7. © copyright 2014 rickpalmerconsulting.com | defining the connected shopper |
  8. 8. © copyright 2014 rickpalmerconsulting.com The Digital Mass Market By age, the “Digital Mass Market” (the 85% of us who use technology to inform our purchase decisions) is dominated by Generation Y (18-29 years of age), Generation X (30-39 years of age) males and females, and baby boomer females (50-64 years of age). GEN X 30-39 M/F BABY BOOMERS 50-64 F GEN Y 18-29 M/F 85% Other 15%
  9. 9. © copyright 2014 rickpalmerconsulting.com 50 50♂ ♀There is an even 50/50 divide of men and women in the digital mass market
  10. 10. © copyright 2014 rickpalmerconsulting.com Mobile adoption is accelerating Smartphone and tablet use, with its tactile input method and always-on connectivity, has now reached a tipping point with 50% penetration amongst the digital mass market and further growth projected year-on-year as smart mobile device adoption increases.
  11. 11. © copyright 2014 rickpalmerconsulting.com Touchscreen devices are becoming ubiquitous ▪ 54% are currently using or would like to use digital touchscreens in store ▪ 48% are currently using or would like to use a smartphone to shop in store ▪ 47% are currently using or would like to use a tablet to shop while at home
  12. 12. © copyright 2014 rickpalmerconsulting.com 5 Five facts about the connected shopper 1. They represent a very broad demographic and are growing in numbers year-on-year 2. They use tablets and PCs at home and smartphones and touchscreens when shopping 3. They demand access to a large amount of information to help inform their purchasing decisions 4. They increasingly expect a personalized service thanks to existing online shopping behaviours 5. They are frustrated with today’s bricks and mortar retail experience
  13. 13. © copyright 2014 rickpalmerconsulting.com | introducing the connected store |
  14. 14. © copyright 2014 rickpalmerconsulting.com “In a truly multichannel world, the purpose of the store changes from driving sales of the product in store to being a brand and product showroom that drives revenues across all channels”
  15. 15. © copyright 2014 rickpalmerconsulting.com Reinventing the store experience The connected store should offer a seamless cross-channel experience to the customer - personalized, information abundant, inclusive and “touch and feel”. It will provide a new purpose and meaning to the store; one who’s aim is to delight and engage the customer in ways not possible online.
  16. 16. © copyright 2014 rickpalmerconsulting.com 5 Five facts about tomorrow’s connected store 1. It will offer a personalized shopping experience 2. It will be information abundant, providing the shopper with access to in-depth product info 3. It will be entertaining. In store theatre will become ever more important 4. It will be connected. Wi-fi will be ubiquitous, providing super-fast Internet access 5. It will form part of a seamless, cross-channel brand vision
  17. 17. © copyright 2014 rickpalmerconsulting.com Brand Experience Destination With the ability to deliver an unrivalled sense of occasion and theatre, combined with the touch and feel experience of the physical product, and the personal service offered by store personnel, bricks and mortar stores have an opportunity to deliver a retail experience that both complements and enhances their relationship with the connected shopper. BRAND
  18. 18. © copyright 2014 rickpalmerconsulting.com Technology as Enabler The role of technology should be one of enabler, ensuring shoppers the optimum cross-channel retail experience, without over-complicating the purchase cycle. Technology as dressing should be avoided and a strong focus on ROI should be remain at the heart of all technology implementation. ROI
  19. 19. © copyright 2014 rickpalmerconsulting.com Connected Stores for Connected Shoppers Digital shoppers want access to additional and supporting content via their own devices as well as on store-provided devices. They also expect and value a personalized service and a guided shopping experience, allowing them to browse and select a broader range than the store can physically showcase.
  20. 20. © copyright 2014 rickpalmerconsulting.com Empowered Store Assistants Store assistants should be empowered with the same high level of information access as their customers. This should be demonstrated through the effective use of in store technology, such as store touch screens and mobile tablet devices, providing a bridge between the customers own access to knowledge and the personal service which can be provided in store.
  21. 21. © copyright 2014 rickpalmerconsulting.com | technology |
  22. 22. © copyright 2014 rickpalmerconsulting.com Technology plays an integral role in serving the connected shopper The following technologies are redefining the retail experience and should be considered golden opportunities for companies willing to embrace this changing landscape now.
  23. 23. © copyright 2014 rickpalmerconsulting.com touch and gestural interaction
  24. 24. © copyright 2014 rickpalmerconsulting.com Touch and Gestural Interaction New and highly engaging interaction methods are becoming increasingly cheap to realise. Today, a screen within reach that does not react to touch is perceived as broken. Additionally, gestural input is removing the need to touch the screen completely, creating surprising and magical new ways to interact with shoppers. touch and gestural interaction
  25. 25. © copyright 2014 rickpalmerconsulting.com Touch touch and gestural interaction Today, touchscreen technology is ubiquitous, thanks to the proliferation of smartphones and tablet computers. In fact, a screen within reach that does not react to touch is perceived as broken. In addition to standard touchscreens, touchfilm can touch-enable any flat surface, allowing for a¨far greater range of opportunities, such as interactive window display. touchscreen touchfilm for display for attraction
  26. 26. © copyright 2014 rickpalmerconsulting.com Touchless Visual Detection touch and gestural interaction Devices such as Microsoft’s Kinect and Leap Motion have brought in an era of touchless interaction, allowing customers to control visual displays (such as projections or onscreen content) using in-air gestures alone. This ‘Minority Report’ interaction provides brands with arresting engagement opportunities. leap motion kinect
  27. 27. © copyright 2014 rickpalmerconsulting.com Holographics touch and gestural interaction A truly magical presentation medium, holographic display is unrivalled in its ability to create theatre and magic in window and product displays. Used primarily as attraction media, holographics can also be employed to create stunning in store product display. product display cabinet in window
  28. 28. © copyright 2014 rickpalmerconsulting.com Transparent LCD touch and gestural interaction Used to great effect in product display cases, transparent LCD allows for A/V content to “co-exist” with real world products, creating stunning visual presentations. Can be used both as attraction media and as a practical method for delivering rich content and product information to the on site shopper.
  29. 29. © copyright 2014 rickpalmerconsulting.com computer vision
  30. 30. © copyright 2014 rickpalmerconsulting.com Computer Vision Through the use of motion and depth-sensing cameras we can now “see” the customer. This lends itself to a number of powerful interactions and tracking opportunities, where interactive presentation content, alongside valuable tracking analytics, can be triggered by the presence of a customer. computer vision
  31. 31. © copyright 2014 rickpalmerconsulting.com Display Media, Attraction Media, Analytics computer vision Computer Vision can be used to initiate an interactive product or brand experience at the shelf or deployed as highly effective attraction media in window displays. CV can detect physical proximity and other movement, as well as metrics such as height, motion, proximity, location, gender, skin tone and even apparel. This provides the retailer with numerous opportunities to deliver both a high impact and highly personalized experience to the shopper. Through the measurement of environment and product interaction rates, retailers can also benefit from the study of consumer behaviour, helping to drive future learnings. in display in window store analytics
  32. 32. © copyright 2014 rickpalmerconsulting.com projection
  33. 33. © copyright 2014 rickpalmerconsulting.com Projection When used in small spaces, such as product display, (interactive) projection can be employed to enhance real- world objects with additional contextual and/or informative content. Projection can also be employed to dramatic effect on large architectural structures using 3D projection mapping, to convert large scale objects into stunning AV presentations. projection
  34. 34. © copyright 2014 rickpalmerconsulting.com Display Media & Attraction Media projection For Display – projection can be used to produce theatre and interactive display at product display. When used in combination with computer vision, products can be made “interactive” through predetermined hotspots, triggering animation, sound or interactive content display. For Attraction Media – projection is particularly effective when used to produce large format AV displays. Using 3D- mapping, projection can transform architectural objects, such as a shop front or entire building, into a fully animated, cinematic AV canvas. for display for attraction
  35. 35. © copyright 2014 rickpalmerconsulting.com printed electronics
  36. 36. © copyright 2014 rickpalmerconsulting.com Printed Electronics Electro-Conductive inks now allow for printing of fully functional electronics directly on to packaging materials, such as paper, plastic and glass. When coupled with inductive shelving and wireless power, printed electronics offer impressive on-packaging lighting displays and interaction opportunities to attract and delight shoppers, both in store and in window. printed electronics
  37. 37. © copyright 2014 rickpalmerconsulting.com Display Media printed electronics When printed directly on to packaging, printed electronics can produce impressive lighting effects, directly onto product packaging. Thanks to the printable nature of the e-ink, complex images and text can be lit and animated, bringing product packaging to life and producing stunning visual theatre in the store environment.
  38. 38. © copyright 2014 rickpalmerconsulting.com wireless interactivity (RFID / NFC)
  39. 39. © copyright 2014 rickpalmerconsulting.com Wireless Interactivity (RFID / NFC) RFID can be employed to track location, trigger AV content, lighting or touchscreen content, all at the point of customer interaction with an RFID-tagged product. NFC can be employed to deliver content and links directly to any NFC-enabled device, driving content delivery to customers whilst retaining closer control over the customer journey. wireless interactivity (RFID / NFC)
  40. 40. © copyright 2014 rickpalmerconsulting.com Display Media & POS / Counter wireless interactivity (RFID / NFC) RFID can be used to trigger both complementary content and theatre when the customer interacts with a product. Similarly, NFC can be used to deliver complementary content to a customer’s own NFC-enabled device, or an in store device, providing fast, simple access to information based on proximity to a product. Both technologies can also be employed at the counter, allowing supporting media to be displayed based on the customers product choice. RFID tagged bottles trigger On-screen content NFC product drives shopper to web URL NFC social links
  41. 41. © copyright 2014 rickpalmerconsulting.com captive portal / passive analytics
  42. 42. © copyright 2014 rickpalmerconsulting.com captive portal / passive analytics Captive Portal / Passive Analytics Until now, the ability to track customer behaviour and preferences has been confined largely to a brand’s website, where tracking forms an essential part of the marketing arsenal. It is now possible to gain the same insight into store traffic, providing retailers with data such as dwell times, bounce rates, repeat visits and in-store positioning.
  43. 43. © copyright 2014 rickpalmerconsulting.com Captive Portal / Passive Analytics captive portal / passive analytics In Store Tracking – Through the tracking of the unique signals emitted by consumers’ personal devices, granular data can be extracted, including customer dwell times, store positioning, bounce rates and repeat visits. Powerful data which can be used to refine the in store experience Opt-In Targeting – By offering customers access to a captive Wi-fi portal, brands can further control the customer journey by offering tailored content to each individual, based on demonstrated interest and build long-term relationships via email communications. in store tracking opt-in targeting
  44. 44. © copyright 2014 rickpalmerconsulting.com mobile payment
  45. 45. © copyright 2014 rickpalmerconsulting.com mobile payment Mobile Payment Decentralized POS removes transaction bottlenecks and opens up the store to entirely new design concepts. Whether through the use of sales staff POS devices, or via the customers own device, mobile payment offers retailers multiple benefits over the traditional POS counter.
  46. 46. © copyright 2014 rickpalmerconsulting.com Mobile Payment mobile payment There are a number of sales staff POS systems available, providing fast, mobile payment alternatives for customers. Additionally, companies like Square and iZettle are empowering consumer electronic devices. The future of payment is undoubtedly mobile. Soon, we will also be able to place orders remotely, and retailers will recognize us on store entry, without the need to even take the device out of our pocket. Seamless, personal transaction and invisible retail technology is becoming a reality.
  47. 47. © copyright 2014 rickpalmerconsulting.com augmented reality
  48. 48. © copyright 2014 rickpalmerconsulting.com augmented reality Augmented Reality Augmented Reality combines a live view of physical reality (through a camera) with augmented (virtual) content, such as video, sound, graphics and data. It provides countless opportunities for brand engagement, such as virtual product exploration (“try before you buy” virtual wardrobes) as well as location finding opportunities to provide directions to products in store and links to more information online.
  49. 49. © copyright 2014 rickpalmerconsulting.com Augmented Reality augmented reality At home - “Try before you buy” provides a highly engaging customer experience, allowing consumers to virtually experience a product from the comfort of their own homes. In Store - AR can be used to provide fast, contextual access to additional product information as well as ’magical’ brand experiences, such as magic mirrors. Attraction - By allowing potential customers to interact with the brand and its products from the highstreet, AR offers powerful engagement opportunities to drive in store visits. at home attraction in store
  50. 50. © copyright 2014 rickpalmerconsulting.com | recommendations |
  51. 51. © copyright 2014 rickpalmerconsulting.com A Multichannel Retail Vision A multichannel retail vision is required to deliver a seamless experience across channels and to maintain and drive competitive differentiation.. Online In Store On Mobile
  52. 52. © copyright 2014 rickpalmerconsulting.com A Seamless Cross-Channel Customer Experience The same level of personalization, customization, access to information and good service needs to be delivered both on and offline.
  53. 53. © copyright 2014 rickpalmerconsulting.com A Suitable IT Infrastructure A channel-agnostic, flexible IT infrastructure is required to allow for easy integration of existing and emerging applications, centred on the customer, not the channel.
  54. 54. © copyright 2014 rickpalmerconsulting.com Embrace Change Retailers need to make change “normal” and embrace continual assessment of the operating model in order to determine if they are delivering effectively to the connected shopper.
  55. 55. © copyright 2014 rickpalmerconsulting.com In Store Theatre The bricks and mortar experience should centre on a sense of occasion and theatre, provide the customer with the all- important touch and feel opportunity and over-deliver against the brand values of the company, whilst maintaining a seamless, connected experience to the customer.
  56. 56. © copyright 2014 rickpalmerconsulting.com A Focus on ROI In addition to the obvious experience benefits possible through the successful implementation of technology, the goal should be to create efficiencies, drive sales and deliver valuable data to the marketing team.
  57. 57. © copyright 2014 rickpalmerconsulting.com thanks for reading! rickpalmerconsulting.com

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