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From shelves to mobile devices, structures change - Euroia09 - M. C. Lavazza

From shelves to mobile devices, structures change - Euroia09 - M. C. Lavazza






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  • GROCERY IS A PARTICULAR SHOPPING Because... But how communicate the grocery retailers?
  • EGROCERY IS STILL A LONG WAY Technologists or not econsumers are few. And this is a pity because egrocery offers to customers and grocery retail groups big opportunities: it aggregates customers it shows peculiar market demands (the Chris Andersen Long tail) it allows a bidirectional dialogue, a conversation between customer and retail. Through online channel customers can be listened. But this happens in a perfect world, in the reality ecustomers must face several difficulties, like navigation findability product identification.
  • MOBILE A SPIME OBJECT Mobile device seems to be the spime object able to connect all the parts of the consumer experience.

From shelves to mobile devices, structures change - Euroia09 - M. C. Lavazza From shelves to mobile devices, structures change - Euroia09 - M. C. Lavazza Presentation Transcript

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