Copenhagen, Euroia 2009 Beyond structure From shelves to mobile devices, structures change Maria Cristina Lavazza

Copenhagen, Euroia 2009

Beyond structure

Topics we are going to discuss : How does the idea stem from and why grocery How does grocery communicate and what are its channels What are the main retail group solutions to integrate shopping channels The main services offered in the following phases: before , during and after the purchase There has been a significant change in communication , we always face with multichannel, bridge, cross experiences and SPIME objects: grocery represents an effective perspective in this revolution In the cross-medial communication process there are tools - such as mobile devices - able to interact: services, software, tools and customer needs Consumers begin to have an important and active role in this process This complex possibility will change our way to do shopping and to design. What will the future IA look like? Ready to start?

Topics we are going to discuss :

How does the idea stem from and why grocery

How does grocery communicate and what are its channels

What are the main retail group solutions to integrate shopping channels

The main services offered in the following phases: before , during and after the purchase

There has been a significant change in communication , we always face with multichannel, bridge, cross experiences and SPIME objects: grocery represents an effective perspective in this revolution

In the cross-medial communication process there are tools - such as mobile devices - able to interact: services, software, tools and customer needs

Consumers begin to have an important and active role in this process

This complex possibility will change our way to do shopping and to design. What will the future IA look like?

Ready to start?

Where the IDEA stems from?

TIME in everyday life is a key factor From shelves to mobile devices, structures change

The future in grocery retail: cross-channel integration

Integration of traditional retailing and e-tailing is an example of bridge-experience

What is a spime object?

Why grocery ?

Grocery shopping shows peculiar features: It is repetitive It is widely used It is visual and “high touch” It has developed careful and pervasive marketing tools.

Grocery shopping shows peculiar features:

It is repetitive

It is widely used

It is visual and “high touch”

It has developed careful and pervasive marketing tools.

the world percentage of egrocery consume is still very poor 37%

Click and mortar

The e-grocery situation

eGrocery is still a long way away

e-coop: an Italian case of study (1)

e-coop: an Italian case of study (2)

Tesco.com : an international best practice

1 channel 3 steps n services

Customer services before purchase

The pod JOYA

Easy Grocery : a 3D experience

Customer services during the purchase

The pod Salvatempo by Coop

What are the RFID ?

NFC in other words: the future of customer services

Safeway : the case Collect & go

The future in a finger: the case Pay by touch

Customer services after purchase

The challenge of mobile services

Mobile : a special connector tool

physical > digital > rfid > mobile > digital > biometric > physical > digital > rfid > gps > mobile > digital > biometric > physical > digital > rfid > gps mobile > ….. Evolving processes

A digital ecosystem a combination of balance and coherence

Let’s change perspective !

Major issues tomorrow’s architects

“ When the going gets tough … … the tough get going!”

Maria Cristina Lavazza mc.lavazza @ gmail.com I hope you enjoy it… thanks!