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eCommerce NG: Maximize the potential of mobile commerce (1)
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This is the first presentation from eCommerceNG event "Maximize the potential of mobile commerce" which took place in Leeds on 19-Apr-2013. ...

This is the first presentation from eCommerceNG event "Maximize the potential of mobile commerce" which took place in Leeds on 19-Apr-2013.

This was presented by Professor Cathy Barnes, the UK's leading Professor of Retail Innovation, and head of the Faraday Centre for Retail Excellence.

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  • The power, speed and functional capabilities of modern Smart Phones has meant that software designers can now create programmes that allow us to start truly exploit the potential of Augmented Reality. To give you an idea of how quickly smartphones are penetrating the market, put your hand up if you have a smartphone?
  • Here is an example of what you can do with AR, this is a current campaign being run by Lucozade in partnership with the artists TinneTemppa and Plan B.
  • Augmented Reality is not new, Thomas Caudell from Boeing first coined the phrase in 1990. The barrier to it’s development as a usable technology for consumer goods has been the power and processing speed needed to run and execute the 3d models, which up until recently has been beyond the realms of handheld devices. PC webcam based – slow reliant on your PC, awkward to manuver, Mobile phone – 1st perspective and interactive Projector – change your environment Gesture – interact with your environment Obvious tag’sHidden tag’shttp://vimeo.com/29255130
  • Augmented Reality is not new, Thomas Caudell from Boeing first coined the phrase in 1990. The barrier to it’s development as a usable technology for consumer goods has been the power and processing speed needed to run and execute the 3d models, which up until recently has been beyond the realms of handheld devices. PC webcam based – slow reliant on your PC, awkward to manuver, Mobile phone – 1st perspective and interactive Projector – change your environment Gesture – interact with your environment Obvious tag’sHidden tag’shttp://vimeo.com/29255130
  • http://vimeo.com/29255130

eCommerce NG: Maximize the potential of mobile commerce (1) Presentation Transcript

  • 1. sponsored bySite SearchMaximize the Potential of MobileCommerceeCommerce NGExcellence and innovation in e-commerce
  • 2. Site Searchwww.colbenson.com@Colbenson | @eCommerceNG | #eCommerceNG
  • 3. Maximize the Potential of MobileCommerceCathy BarnesProfessor Of Retail InnovationFaraday Centre For Retail Excellence,Leeds Metropolitan Universityc.barnes@leedsmet.ac.uk07817 864245
  • 4. Introduction toFaradayWhat is MobileRetail?What are RetailersDoing?Questions
  • 5. Introduction toFaradayQuestionsWhat is MobileRetail?What are RetailersDoing?
  • 6. FARADAYCENTREFOR RETAIL
  • 7. The Faraday Centre for Retail Excellenceis the UKs leading research centre forretail and consumer product innovation.We have created an unrivalled networkof world leading academic andtechnological authorities to ensure ourclients get the latest, definitiveknowledge.FaradayCentre for Retail Excellence
  • 8. Faraday Centre forRetail ExcellenceFaradayResearchFaradayBusinessFaradayEducationFaradayAssociatesFaradayCentre for Retail Excellence
  • 9. FaradayResearch ThemesResearchThemesRetailConsumerExperienceNew RetailTechnologiesCorporateSocialResponsibilityFood andDrink
  • 10. Faraday BusinessConsultancyMembership
  • 11. Introduction toFaradayQuestionsWhat is MobileRetail?What are RetailersDoing?
  • 12. Omni Channel Retailing
  • 13. The Problem
  • 14. The Age of the Smart Phone (Tablet)• Over 50% of UK mobile phone usersuse a smartphone• Average smartphone data usagenearly tripled in 2011• More than half of western Europewill own a tablet by 2017Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011-
  • 15. E CommerceSales Aroundthe WorldE-commerce is no longer just about choice, price,convenience, reviews and ratings, but also abouteverything that consumers look for in any purchase:status, the right product and a compellingexperience.
  • 16. Mobile As The Channel Integrator
  • 17. However…..• Only an in-store experience can provide, the seeing,touching and feeling of a product, something that cannotbe replaced by e-commerce• Because of the economic crisis, people are shopping less,so a seamless shopping experience; that is fun,pleasurable and acts as an escape from reality is expected• There should be a pull together of the real-world andonline experience- with mobile bridging a consistentbrand experience across all channelsForbes.com
  • 18. Introduction toFaradayQuestionsWhat is MobileRetail?What are RetailersDoing?
  • 19. Enhancing the experience
  • 20. Customers of VANCL, one of China’s largest fashion e-tailers, can set uptheir own personal stores as part of the brand’s VANCL Star initiative.Customers can upload photos of themselves wearing Vancl products,and as well as highlighting potential combinations and styles, they get10% of sales generated from their pages.
  • 21. Opened to selected testers from December 2011, ConverseMade By is a Facebook app that enables users to design theirown Converse sneakers and sell them to their friends on thesocial network and via their own virtual store, with users whosell enough pairs being rewarded with free pairs of Converseshoes.
  • 22. The Ticketmaster timeline app for Facebook suggests recommendedgigs for fans based on their Spotify listening history. The app can alsotell users where their friends’ tickets are located to enable people tosit together.
  • 23. Going all out on the ever-spreading QR-surface-retail phenomenon, US-based online grocer Peapod.com announced in October 2012 that it waslaunching over 100 QR-code based ‘virtual stores’ at train stations in majorcities including Boston, New York, Washington, D.C. and Chicago.Meanwhile, QR code shops continue to spread. Just one more (of many!):Walmart-owned Mexican supermarket chain Superama has unveiled QRcode-enabled kiosks in a selection of shopping centers in Mexico City.
  • 24. Augmented RealityUsers of the free app for Apple and Android smartphones andtablets, can ‘unlock’ a pop-out recipe booklet when the camera isplaced over the product, with the recipes featuring Heinz TomatoKetchup.The recipes can then be downloaded as a PDF, or the user can clickthrough to video recipes on the product’s Facebook page.
  • 25. An augmented reality campaign was released by Lucozade, featuring TinieTempah and Plan B, adding video content through the surface of sevenlimited edition bottles.The Lucozade Energy campaign recognises the surface of the bottles andaugments it with exclusive video content.The smart phone app being pointed towards a bottle featuring one of theartists will see them direct fans to watch the making of documentary.
  • 26. Specially designed Easter Egg point of sale were hidden around almost 400Asda stores across the UK for children and adults to discover. When zappedusing the Asda app, each egg transformed into virtual 3D Easter Eggsrevealing an Easter Bunny hidden inside that will display a secret letter. Theletters formed a password that once completed, entitled the successfultreasure hunters to a free gift!
  • 27. Topshop, an international fashion retailer; recently installed a virtual fittingroom in its flagship Moscow store last week as an experiment. The virtualfitting room, designed by AR Door, makes use of a Kinect motion sensor aswell as a camera and a large screen to let customers try out clothes withoutgoing through the hassle of actually changing their clothes.
  • 28. IKEA 2013 Catalogue, one of the mostdownloaded branded AR aps in 2012.
  • 29. IBM Augmented Shopping Assistant aims to bridge the gapbetween the average shopper store and the wealth of productinformation available online.
  • 30. Beer Mat FightingSearch for Beer Mat Fighting on iTunes
  • 31. Introduction toFaradayQuestionsWhat is MobileRetail?What are RetailersDoing?
  • 32. Maximize the Potential of MobileCommerceCathy BarnesProfessor Of Retail InnovationFaraday Centre For Retail Excellence,Leeds Metropolitan Universityc.barnes@leedsmet.ac.uk07817 864245
  • 33. sponsored bySite SearchMaximize the Potential of MobileCommerceeCommerce NGExcellence and innovation in e-commerce