Digital Is Dead: Effective Retailing & Engagement in the Omnichannel World

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  • Very dynamic and jazzy presentation! I see you are interested in omnichannel and specially on fashion. I would like to share with you Fashionbi's latest marketing research, which includes more than 60 fashion brands' examples about their efforts to improve their omnichannel strategies. I hope you enjoy it! http://fashionbi.com/publication/omni-channel-retailing-the-future-trend-in-fashion-and-luxury-industry-part-2-2
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Digital Is Dead: Effective Retailing & Engagement in the Omnichannel World

  1. 1. @folkwithpurpose Questions? Insights? Witty Heckles? Tweet @KiwiSheehy ePlot ickens Digital StorytellingDigital Is Dead Effective Retailing & Engagement in the Omnichannel World
  2. 2. I’m Paul, I likebright trousers. I’m Paul Sheehy. I like bright trousers, and telling stories.
  3. 3. Today’s insights will enable you to Inspire and engage your consumers like never before… Part 1. Digital Is Dead Part 2. Enabling Great Experiences Part 3. The Future
  4. 4. Part 1. Digital Is Dead
  5. 5. We asked some astute university graduates to define digital… “Information that is communicated through the use of a complex language involving 1s and 0s.” “Something going through a computer.” “Communication through technology including websites, email, social media, phones, etc.”
  6. 6. - We use to specify colour or B&W television until all TVs became colour
  7. 7. Digital, as a thing, is dead. Everything is digital.
  8. 8. & We no longer live in a world where digital is a part of it - we lead digital lives.
  9. 9. Part 2. Enabling Great Experiences
  10. 10. Our focus must move away from the technology itself, to the experience that the technology enables for our consumers.
  11. 11. Enter: Invisible Technology Underpinning retail to create a seamless experience The ultimate strategy allows consumers to use a host of platforms interchangeably for shopping, ordering, purchasing, pickup, delivery and returns. In order to reach the consumer first, faster and more often than competitors…
  12. 12. Symphony jQuery Editor Dubai’s home of luxury fashion launched a responsive Magento eCommerce site for a shopping seamless experience across platforms… Featuring customizable shoppable magazine, ‘Notes’
  13. 13. Enter: Invisible Technology Underpinning retail to create a seamless experienceOliver Bonas, Gifting
  14. 14. In a crowded marketplace, it’s also vital to craft an authentic retail experience both on and offline. Technology is the vehicle to deliver stories. Invisible Technology Underpinning retail to create a seamless experience
  15. 15. Burberry Burberry’s omnichannel offering is seamlessly integrated, delivering a rich shopping experience with LED screens, films, fashion shows, music, storytelling, education, and more...
  16. 16. Burberry with LED screens, films, fashion shows, music, storytelling, education, and more...
  17. 17. “Research indicates that consumers who shop both online and in store spend 2 - 3x as much as shoppers who only shop from one.” – Robin Lewis, Forbes Magazine Invisible Technology Underpinning retail to create a seamless experience
  18. 18. Burberry Including their most recent retail accomplishment Live shop the catwalk @ London Fashion Week
  19. 19. Net-A-Porter While they don’t have a physical store, the vast multi-brand retailer stepped into the physical realm in February with a shoppable magazine
  20. 20. Connected Commerce The natural evolution of eCommerce For brands with purpose, creating an authentic retail experience is as much about crafting meaningful connections with consumers as selling products.
  21. 21. Which is why Everything a brand does must connect with people in a way that is more than just linear.
  22. 22. 5 Things You Can Do To Craft Meaningful Connections Inspire Make space for ‘Froth’ Reward Learn Adapt
  23. 23. 5 Things You Can Do To Craft Meaningful Connections 1. Inspire Inspiration must come first, whether through our eye- opening content, captivating film, sensory marketing or feel. Kate Spade Saturday, Taking window shopping to a new level with a completely new and innovative shopping experience…
  24. 24. 5 Things You Can Do To Craft Meaningful Connections 2. Make space for ‘froth’ Make the most of the buzz and empower consumers by giving them the space to make noise about you. Brands engaging with consumers through consumer-generated photo sharing have seen up to 3x increase in conversion - Olapic
  25. 25. Fun Fact Chanel is the most #tagged fashion brand on Instagram even though the brand doesn’t have an official account - L2 Think Tank Froth will happen with or without your help. It’s up to you to make the most of it commercially.
  26. 26. 5 Things You Can Do To Craft Meaningful Connections 3. Reward A way to create deeper connections with your all-powerful tribe voice and encourage further contribution from your consumers is to reward them for their efforts… Hi Fleurie, Thanks for sharing a photo of your purchase from SIVVI on Twitter yesterday! As you had 547 ‘highly engaged’ followers at the time of your Tweet, we’d like to offer you: 25% off of your next purchase over at sivvi.com Have a nice day, Love SIVVI
  27. 27. 5 Things You Can Do To Craft Meaningful Connections 4. Learn The world is made of stories, not atoms, and we can gather data from these stories to help improve the experience we offer. With the appropriate analytics we can keep up with what’s going on in our brand universe.
  28. 28. 5 Things You Can Do To Craft Meaningful Connections 5. Adapt Observe closely how they interact with the technology you provide them, so that you can constantly evolve and improve your offering to make it: - Quicker - Easier - More relevant
  29. 29. Part 3. The Future
  30. 30. Globalisation The Internet and evolution of technology has essentially integrated the entire world.
  31. 31. Globalisation Think global, act local.
  32. 32. Globalisation That’s been HSBC’s mantra for 14 years…
  33. 33. The Future: Transformation There’s no denying we're heading into a transformative do-or-die era of retail that demands more of brands… But there's light at the end of the tunnel if we evolve and adapt, work creatively, and harness the enormous power of technology and global integration.
  34. 34. But most importantly, businesses will soon be powerless to part consumers with their money as ‘selling for selling sake’ becomes old-hat. So we’ve got two options: 1. We lose customers until our final campaign barely registers and our business dies. OR 
 2. We bring heart into our business. The Future: Transformation
  35. 35. “Giving people positive experiences and meaningful products and services, and improving the quality of life for both consumers and employees.” – Robin Lewis, Forbes Magazine The Future: Transformation
  36. 36. HSBC A business with a distinctive mantra, HSBC is once again seen to be embracing the future of business transformation before any of its banking competitors…
  37. 37. Finisterre A brand with purpose, Finisterre is sculpting the cold water surfing industry. We took Finisterre to Magento Enterprise to help them make the most of their dedicated social activities, beautiful film and photography. #coldwatersurf
  38. 38. A Purposeful Campaign Just imagine a world where brands ‘gave back’ in a way that helped to promote their own values and mission too? For a FREE copy of Rio Breaks email: paul@wearefolk.com Or Tweet @KiwiSheehy
  39. 39. Summary - Digital is dead. Everything is digital. The faster and more connected the world gets the more consumers will demand authentic connection. Brands who tell stories with purpose and connect will thrive. Create content to create meaningful experiences. Storytelling is the vehicle for experience. Be prepared for transformation. Bring some heart into your business. ePlot ickens Digital Storytelling
  40. 40. Competition To WIN a day-long Why Workshop with Folk for you and your team, and get to the heart of your brand again Simply Tweet us your experience of today’s session to: @folkwithpurpose
  41. 41. Tweet me @KiwiSheehy | Tweet us @folkwithpurpose Email us hello@wearefolk.com | Call us 01202 289 000 ePlot ickens Digital StorytellingThat’s all folks! Thank you

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