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Designing integrated retail experiences

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"Changing customer behavior and heightened expectations are reshaping how we design retail experiences. The in-store and online e-commerce experiences now work together—successful store design ...

"Changing customer behavior and heightened expectations are reshaping how we design retail experiences. The in-store and online e-commerce experiences now work together—successful store design leverages the strengths of the digital and physical retailer to create a “complete” retail experience that considers the entire sales cycle. Learn what design factors must be considered, and why it’s critical for designers to innovate the retail experience.

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    Designing integrated retail experiences Designing integrated retail experiences Presentation Transcript

    • MethodFuturetailDesigning CompleteRetail ExperiencesAlexander Grünsteidl Future Retail 2013
    • I hate shopping. Future Retail 2013 2
    • I love it. Future Retail 2013 3
    • A window fordiscovery ofindustrial products 4
    • A window forentertainment 5
    • The window now athome. 6
    • Everywherebecomes a shopwindow iPhone 10:15 PM More 7
    • We areturning anylocation intoa store 8
    • As transactions moveelsewhere the verynature of the highstreet is changing......or is it? Future Retail 2013
    • Retail as we know it retailer home Future Retail 2013 10
    • Emerging retail retailer home home internet comparison distributor and online purchase Future Retail 2013 11
    • Emerging retail retailer home home internet comparison distributor and online purchase Future Retail 2013 12
    • Thelastclick Future Retail 2013 13
    • Fitting fee Future Retail 2013 14
    • Customer Journey ? Awareness Consideration Purchase Activation Usage Support Future Retail 2013 15
    • Relationships+Engagement Future Retail 2013
    • Previouslyretailers owned therelationship withthe customer Retailer Customer Future Retail 2013
    • Previously manufacturer aggregator service provider Retailer Customer Future Retail 2013
    • Margin pressureimpacts Customer Service fashion books furniture consumer digital electronics media 50 - 75 % 30 - 60 % 25 - 50% 10 - 30 % ?-5% 10 - 30 % 10 - 30 % Marc Andreessen: “Retail chains are a fundamentally implausible economic structure if there’s a viable alternative,” he says. “You combine the fixed cost of real estate with inventory, and it puts every retailer in a highly leveraged position. Few can survive a decline of 20 to 30 percent in revenues. It just doesn’t make any sense for all this stuff to sit on shelves. There is fundamentally a better model.” Future Retail 2013 19
    • The rolesare changing Future Retail 2013 20
    • Previously manufacturer aggregator service provider Retailer Customer Future Retail 2013
    • Now manufacturer aggregator service provider Customer Future Retail 2013
    • Now the retailer becomesa mediatorbetweencustomers & brands Future Retail 2013 23
    • “Stores” becomeStores Becomeplaces to managePlaces To Managecustomer relationshipsCustomer Relationships Future Retail 2013 24
    • manufacturer showrooms webfronts solution boutiques curastores aggregator advertailers shoperiences experetailservice provider Customer Future Retail 2013
    • From transactionsto providing services Future Retail 2013 26
    • 4 Types ofEngagement WithThe Customer Future Retail 2013
    • Engagement Explorative4 Types ofengagementwith thecustomer Transaction Experience Focused Future Retail 2013 28
    • Engagement Explorative Transaction Experience KNOW WHAT I WANT Focused Future Retail 2013 29
    • New Service Touch Points? Future Retail 2013 30
    • Albert HeijnAppie integrated shopping Future Retail 2013 31
    • Albert HeijnAppie integrated shopping Future Retail 2013 32
    • Albert HeijnAppie integrated shopping Future Retail 2013 33
    • Albert HeijnAppie integrated shopping Future Retail 2013 34
    • Albert HeijnAppie integrated shopping Future Retail 2013 35
    • Albert HeijnAppie integrated shopping Future Retail 2013 36
    • Engagement Explorative Transaction ExperienceProvide– Pick-up– Delivery KNOWOffer WHAT I WANT– Decision making– Cross sales– Security + Trust Focused Future Retail 2013 45
    • Engagement Explorative DON’T KNOW WHAT I WANT Transaction Experience Focused Future Retail 2013 46
    • Stock extension Future Retail 2013 48
    • Concept: Sampling Retail FormatsConcept Description:The focus of the service is on sampling rather thanshifting goods, which would be delivered home.Customers can simply scan a product using a mobileapp to add it to their virtual cart. Products they addserve as a basis for targeted recommendations andoffers.The customer checks out seamlessly as they leave astore, their device briefly vibrating to confirm payment.Purchases are added to a visual spending timeline andcan be shared with friends via social networks. Business highlight• Reduce the amount of retail square footage needed• Enhance customer targeting.User Needs FeaturesAbility to sample products Merchant profilesConvenient shopping with direct 3rd party offershome delivery Bill payment remindersRelevant recommendation P2P loansRemember and record purchases Debt monitoring & repaymentSocial connections reminders
    • Engagement Explorative DON’T KNOW WHAT I WANT Transaction ExperienceProvide– Advice– HelpOffer– Comparison– Alternatives Focused Future Retail 2013 51
    • Engagement Explorative DON’T KNOW WHAT I WANT Transaction Experience Focused Future Retail 2013 52
    • Learn from thefashion industry Future Retail 2013
    • Digital WellbeingShowroomShop at Bluebird2006 - 2007
    • Digital WellbeingShowroom1 platform4 zones Conversations Music Memories Fashion Future Retail 2013 55
    • Digital WellbeingShowroomPhysicalBookmarking track transactions personalised wish list Future Retail 2013
    • SupermarketSarah Future Retail 2013 61
    • SupermarketSarah Future Retail 2013 62
    • SupermarketSarah Future Retail 2013 63
    • Too much choice Future Retail 2013
    • Think likean editor Future Retail 2013
    • Future Retail 2013
    • The AppLounge 2010Increase dwell time + + + Coffee Apps Accessories EventsA place to discoverapplications and servicesthat suit your personallifestyle? Future Retail 2013 68
    • Travel lifestyle collection
    • Curated digital lifestyle selections games iBooks entertainment education travel lifestyle utilities music magazines accessories
    • Curated digital lifestyle selections games urban voyager iBooks entertainment ... on the town education travel city dweller lifestyle kids in tow utilities music metro ware magazines ..... accessories
    • Apps iBooksAccessories
    • Applounge Website The AppLounge IT set up Server internet localApp Server inside AppLounge space (themed) local WiFi cloud mobile browser timed WiFi internet voucher portal access iTunes menu Store customer App- App Lounge App demoApp iPhone demo pages demo App page page client Mobile local iTunes download local WiFi Store Application App Server App- iTunes song Lounge local WiFi server Channel app coupon (themed) WiFi timed portal internet voucher Menu access client laptop Themed iTunes WiFi Channels Store app App- coupon Themed Lounge WiFi Channels Channel App demo page AppLounge Dashboard AppLounge portal iPads | iPhones | iPod Touches Menu collection Currently Playing Menu currently playing offer of the day AppLounge blackboard
    • TheBouncepadproduct andservicecompany Future Retail 2013 77
    • Lifestylecurator Future Retail 2013
    • grapedistrict Future Retail 2013 79
    • Future Retail 2013 80
    • Future Retail 2013 82
    • Future Retail 2013 83
    • Future Retail 2013 84
    • Engagement Explorative DON’T KNOW WHAT I WANT Transaction ExperienceProvide– Browsing– InspirationOffer– Awareness Focused Future Retail 2013 85
    • Engagement Explorative Transaction Experience KNOW WHAT I WANT Focused Future Retail 2013 86
    • Embrace hospitalityin your brand Future Retail 2013
    • Nespresso Club Future Retail 2013
    • Destination “shopping”
    • removing classification
    • Own yourcommunitynetwork Future Retail 2013
    • Coffee shopseverywhere
    • Alternative formshospitalityBike repair + cafeBookstore + cafeBookstore + restaurantFashion + barLaundry + cafeBank + design shopBank + work loungeBarber + nail studio + money transferInternet + cafe Future Retail 2013 94
    • UrbanprototypingBoxPark Future Retail 2013 95
    • UrbanprototypingBoxPark Future Retail 2013 96
    • UrbanprototypingBoxPark Future Retail 2013 97
    • What are the alternativeforms of hospitality? Future Retail 2013 98
    • Future Retail 2013 99
    • Engagement Explorative Transaction ExperienceProvide– Demonstrations– Immersion events– Try-vertising KNOW– Recommendation WHAT I WANTOffer– Learning & training Focused Future Retail 2013 100
    • From retail Explorativeto services Transaction Experience Focused Future Retail 2013 101
    • Retail Explorativejourney Transaction Experienceinterchangeablebricks & mortarand online Focused Future Retail 2013 102
    • Retail Explorativejourney Transaction Experienceinterchangeablebricks & mortarand online Focused Future Retail 2013 103
    • Retail Explorativejourney Transaction Experienceinterchangeablebricks & mortarand online Focused Future Retail 2013 104
    • Agile Commercefrom channels totouchpointsa evolvingvalue chain Future Retail 2013 105
    • Imagine... the digital lifestyle showroom digital wellbeing scenario 2006 - 2007 Future Retail 2013
    • the digital lifestyle showroom A visit to the digital lifestyle showroom on the high streetFuture Retail 2013
    • Pick up a shopping basket cardFuture Retail 2013
    • Use your card to collect “bookmarks” from displays for products and services you are interested in.Future Retail 2013
    • Review, edit and purchase items from your wish-list on a sales-kiosk in the showroom.Future Retail 2013
    • Use your shop card to access your wish- list from home and make purchases online.Future Retail 2013
    • Attend demonstrations ...Future Retail 2013
    • ... and skill workshopsFuture Retail 2013
    • Visit the showroom lounge with friends, enjoy a drink and discover new services together.Future Retail 2013
    • A place for online communities to meet in real life and share live events.Future Retail 2013
    • Touchpointsacross the discover explore learn more purchasecustomer discover lifestyle collections exposure explore product face time learn more skill workshop & hospitality purchase | stay in touch retail conduitjourney re-active lifestyle shopwindow product & service demo kiosks service demo lounge in-store online transaction kiosk shop entrance lifestyle guidance immersive lifestyle explorer friends & family introductions online coupon transaction touch and play showcases one-on-one Q&A instore pick-up home demos show and tell Future Retail 2013
    • The role ofeach touch pointneeds to be considered Future Retail 2013 117
    • MethodIntegrated retail design process Future Retail 2013 118
    • Nokia retailservicescenarios Future Retail 2013 119
    • Service 3Designcustomerjourneys3 Body-storming and Service enactmentMethod uses various approaches to develop and try outservice protocols. In these enactments we considerperson to person and user to device interactions. In thisexample different patient to medical professionaldialogues are explored for clinical settings, to understandthe roles at each stage of the patient engagement.4 User Journey and Path to Participation scoping. 4All stages of the lifetime engagement with the customerare considered. On a store level shorter cycles need tobe considered from repeat glances at the shop windowto the first time visit to gain information about a productand available services before purchase.The team defines requirements at each stage of therelationship with the customer, which at a later stagebecome the specifications for design implementation. Future Retail 2013 120
    • Nokia retailservicedesignblueprintsacrosstouchpoints Future Retail 2013 121
    • Service 7 9Designprototypingand rollout7 Early stage service evidencing props; integration ofdigital services with physical assets trials.Rapid high fidelity mock-ups to story board and validateservice concepts. In this case a pharmacy prescriptioncombined with an online data management tool. 88 Paper prototypesExploration to rapidly test a physical interaction conceptusing RFID to trigger content retrieval on retail kiosks.And exploring space requirements for Interior Architects.9 Testing prototype in-store with target customersHigh fidelity prototype of laser cut tablet mountingassembly, integrated with an online lifestyle catalog,allowing customers to try out apps, explore magazineand book content, learn about products on display Future Retail 2013 122
    • Service 10 11Designprototypingand rollout10 Behaviour prototypingCode level prototypes as part of the overallimplementation to test and adjust navigation and finetune the behaviour of interactive widgets11 Usability prototypingTesting of interfaces across different display types andtouch points to learn about limitations and understandopportunities. Future Retail 2013 123
    • Nokia globalretailredefininginteractiveretail Future Retail 2013 124
    • Nokia retailstaff training Future Retail 2013
    • Nokia retailanalyticsreacting tocustomerbehaviours Future Retail 2013
    • Brands need to havea narrative structure whichforms relationships betweendifferent touch points Future Retail 2013 127
    • —Think like an editor—Learn from fashion—Own your community—Adopt hospitality Future Retail 2013
    • Thanks10x10ChangingRetailCurrencyMethodAlexander Grünsteidl method.comDirector, Interaction Designalexander@Method.com digitalwellbeinglabs.com Future Retail 2013 129