Using Digital to Create Luxury
Retail Experiences
David Womack
Executive Creative Director, Mobile and Social Platforms

P...
Proprietary & Confidential. © 2014 R/GA All rights reserved.

3
Why is mobile important to retail?

%
90

%
84

Of smartphone
shoppers use
their phone for
pre-shopping
activities

Of sma...
Why is mobile
important to retail?

Proprietary & Confidential. © 2014 R/GA All rights reserved.

5
Proprietary & Confidential. © 2014 R/GA All rights reserved.

6
eCommerce

Proprietary & Confidential. © 2014 R/GA All rights reserved.

7
mCommerce

eCommerce

Proprietary & Confidential. © 2014 R/GA All rights reserved.

8
Retail sales

mCommerce

eCommerce

Proprietary & Confidential. © 2014 R/GA All rights reserved.

9
So what is mobile good for?

Proprietary & Confidential. © 2014 R/GA All rights reserved.

10
Bridging online
and offline to create a
seamless experience

WEB

RETAIL

Proprietary & Confidential. © 2014 R/GA All righ...
Bridging online
and offline to create a
seamless experience

MOBILE
WEB

RETAIL

Proprietary & Confidential. © 2014 R/GA A...
01

Engagement Ring Finder
and Retail App

Proprietary & Confidential. © 2014 R/GA All rights reserved.

13
Proprietary & Confidential. © 2014 R/GA All rights reserved.

14
Proprietary & Confidential. © 2014 R/GA All rights reserved.

15
Engagement
Ring App

Proprietary & Confidential. © 2014 R/GA All rights reserved.

16
Ring Finding

Proprietary & Confidential. © 2014 R/GA All rights reserved.

17
Making an appointment

Proprietary & Confidential. © 2014 R/GA All rights reserved.

18
Our #1 complaint

Proprietary & Confidential. © 2014 R/GA All rights reserved.

19
The Retail
App

Proprietary & Confidential. © 2014 R/GA All rights reserved.

20
Appointment
Details

Proprietary & Confidential. © 2014 R/GA All rights reserved.

21
Customer
History

Proprietary & Confidential. © 2014 R/GA All rights reserved.

22
Being seamless is complicated

Proprietary & Confidential. © 2014 R/GA All rights reserved.

23
Is there
a book
for that?

Proprietary & Confidential. © 2014 R/GA All rights reserved.

24
02

From Seamless to Serendipitous

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25
What is a beacon?

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26
The New Couponing

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27
Adding value to the experience

Proprietary & Confidential. © 2014 R/GA All rights reserved.

28
From web to app

Proprietary & Confidential. © 2014 R/GA All rights reserved.

29
App
notifications

Proprietary & Confidential. © 2014 R/GA All rights reserved.

30
From app
to web

Proprietary & Confidential. © 2014 R/GA All rights reserved.

31
Customer adds item to wishlist

Proprietary & Confidential. © 2014 R/GA All rights reserved.

32
Customer walks past store

Proprietary & Confidential. © 2014 R/GA All rights reserved.

33
Relevant Products Chosen

Proprietary & Confidential. © 2014 R/GA All rights reserved.

34
Customer is notified

Proprietary & Confidential. © 2014 R/GA All rights reserved.

35
In-store
Analytics

Proprietary & Confidential. © 2014 R/GA All rights reserved.

36
From retail to digital
Observing in-store behavior to drive online recommendations

Proprietary & Confidential. © 2014 R/G...
03

Digital in Retail:
Considerations

Proprietary & Confidential. © 2014 R/GA All rights reserved.

38
1. Digital will deeply impact retail shopping.

2. Mobile can play a key role in the purchase cycle, but
probably not as t...
Case Study: Using Digital to Create Luxury Retail Experiences
Case Study: Using Digital to Create Luxury Retail Experiences
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Case Study: Using Digital to Create Luxury Retail Experiences

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David Womack, executive creative director for mobile and social platforms at R/GA, has been working with luxury jeweler Tiffany & Co. for years to develop their presence on the web, in social, and through apps. Now he's working with the brand to translate that momentum into digital experiences that are redefining the luxury experience in retail.

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  • Mobile in retail is blowing up right now and we have projects in all of these areas. Today we’re going to focus on apps for consumers and sales staff and alerts that are activated through beacons and gps.
  • http://ssl.gstatic.com/think/docs/mobile-in-store_research-studies.pdf
  • http://ssl.gstatic.com/think/docs/mobile-in-store_research-studies.pdf
  • Phil
  • David
  • Tiffany is a seasonal business but can’t scale workforce but needs technology to fill in these gaps. From
  • Tiffany is a seasonal business but can’t scale workforce but needs technology to fill in these gaps. From
  • Phil
  • Completely new space in terms of sales agents/retail integration
  • Shopkick > Estimote > Swirl
  • Case Study: Using Digital to Create Luxury Retail Experiences

    1. 1. Using Digital to Create Luxury Retail Experiences David Womack Executive Creative Director, Mobile and Social Platforms Proprietary & Confidential. © 2014 R/GA All rights reserved.
    2. 2. Proprietary & Confidential. © 2014 R/GA All rights reserved. 3
    3. 3. Why is mobile important to retail? % 90 % 84 Of smartphone shoppers use their phone for pre-shopping activities Of smartphone shoppers use their devices to help shop 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 Proprietary & Confidential. © 2014 R/GA All rights reserved. 4
    4. 4. Why is mobile important to retail? Proprietary & Confidential. © 2014 R/GA All rights reserved. 5
    5. 5. Proprietary & Confidential. © 2014 R/GA All rights reserved. 6
    6. 6. eCommerce Proprietary & Confidential. © 2014 R/GA All rights reserved. 7
    7. 7. mCommerce eCommerce Proprietary & Confidential. © 2014 R/GA All rights reserved. 8
    8. 8. Retail sales mCommerce eCommerce Proprietary & Confidential. © 2014 R/GA All rights reserved. 9
    9. 9. So what is mobile good for? Proprietary & Confidential. © 2014 R/GA All rights reserved. 10
    10. 10. Bridging online and offline to create a seamless experience WEB RETAIL Proprietary & Confidential. © 2014 R/GA All rights reserved. 11
    11. 11. Bridging online and offline to create a seamless experience MOBILE WEB RETAIL Proprietary & Confidential. © 2014 R/GA All rights reserved. 12
    12. 12. 01 Engagement Ring Finder and Retail App Proprietary & Confidential. © 2014 R/GA All rights reserved. 13
    13. 13. Proprietary & Confidential. © 2014 R/GA All rights reserved. 14
    14. 14. Proprietary & Confidential. © 2014 R/GA All rights reserved. 15
    15. 15. Engagement Ring App Proprietary & Confidential. © 2014 R/GA All rights reserved. 16
    16. 16. Ring Finding Proprietary & Confidential. © 2014 R/GA All rights reserved. 17
    17. 17. Making an appointment Proprietary & Confidential. © 2014 R/GA All rights reserved. 18
    18. 18. Our #1 complaint Proprietary & Confidential. © 2014 R/GA All rights reserved. 19
    19. 19. The Retail App Proprietary & Confidential. © 2014 R/GA All rights reserved. 20
    20. 20. Appointment Details Proprietary & Confidential. © 2014 R/GA All rights reserved. 21
    21. 21. Customer History Proprietary & Confidential. © 2014 R/GA All rights reserved. 22
    22. 22. Being seamless is complicated Proprietary & Confidential. © 2014 R/GA All rights reserved. 23
    23. 23. Is there a book for that? Proprietary & Confidential. © 2014 R/GA All rights reserved. 24
    24. 24. 02 From Seamless to Serendipitous Proprietary & Confidential. © 2014 R/GA All rights reserved. 25
    25. 25. What is a beacon? Proprietary & Confidential. © 2014 R/GA All rights reserved. 26
    26. 26. The New Couponing Proprietary & Confidential. © 2014 R/GA All rights reserved. 27
    27. 27. Adding value to the experience Proprietary & Confidential. © 2014 R/GA All rights reserved. 28
    28. 28. From web to app Proprietary & Confidential. © 2014 R/GA All rights reserved. 29
    29. 29. App notifications Proprietary & Confidential. © 2014 R/GA All rights reserved. 30
    30. 30. From app to web Proprietary & Confidential. © 2014 R/GA All rights reserved. 31
    31. 31. Customer adds item to wishlist Proprietary & Confidential. © 2014 R/GA All rights reserved. 32
    32. 32. Customer walks past store Proprietary & Confidential. © 2014 R/GA All rights reserved. 33
    33. 33. Relevant Products Chosen Proprietary & Confidential. © 2014 R/GA All rights reserved. 34
    34. 34. Customer is notified Proprietary & Confidential. © 2014 R/GA All rights reserved. 35
    35. 35. In-store Analytics Proprietary & Confidential. © 2014 R/GA All rights reserved. 36
    36. 36. From retail to digital Observing in-store behavior to drive online recommendations Proprietary & Confidential. © 2014 R/GA All rights reserved. 37
    37. 37. 03 Digital in Retail: Considerations Proprietary & Confidential. © 2014 R/GA All rights reserved. 38
    38. 38. 1. Digital will deeply impact retail shopping. 2. Mobile can play a key role in the purchase cycle, but probably not as the point of purchase. 3. Simple retail experiences involve a lot of variables, including pesky humans. 4. Don’t disregard beacons because the initial implementations are uninspired. Proprietary & Confidential. © 2014 R/GA All rights reserved. 39
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