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Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
Ps095 - London College of Fashion
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Ps095 - London College of Fashion

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Presentation at the London College of Fashion's conference on "On-Line Retail for the small fashion business". …

Presentation at the London College of Fashion's conference on "On-Line Retail for the small fashion business".

Looking at the future for internet retailing - not so much from the perspective of retailer 'push' to customers, but from the perspective of a savvy, sophisticated customer who's using mobile, data, augmented reality - in short every capability available to them at zero cost - in order to manage their interaction with brands and retailers.

The presentation builds on previous work (also available on Slideshare.net/ikj ) on epiphenomenology, mcommerce and the Obama-Preedy Pricing Principle.

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  • Those in the business of fashion are well aware of the tension between fashion-forward and trend-setting design and the commercial imperatives of retailing. In this session Ian Jindal will examine some emerging trends in the behaviour and expectations of online customers and consider the implications for fashion retail, the creative process and developing new services. eCommerce has brought about a fundamental shift in the balance of power between creator and consumer, and the ability to measure behaviour, attitudes and even the attention span of customers creates new opportunities not available to traditional retail.
  • Transcript

    • 1.
      • "The Future of Internet Retailing: considerations for fashion (r)etailing"
      • London College of Fashion October 2009
      • www.ianjindal.com
      • www.internetretailing.net
    • 2.
      • Future of Internet Retailing
      • The context in which you’ll be selling and addressing customers of fashion apparel…
      • Talking about the internet and customers’ usage, rather than fashion itself.
      • Future founded in data and the network
      • Technology makes magic normal - taken for granted
      • Experience is immersive - challenges brands.
      • Augmented Reality - the new reality
      • Challenge to shops, place, pricing.
    • 3. Framework for data, networks and ‘epiphenomenology’
    • 4. Data: Not where you’d expect to start in fashion! Number of freely connected nodes where exchange cost is near zero Hyperdata Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 5. Data Business analysis Services Mashups Number of freely connected nodes where exchange cost is near zero Responsive and self-configuring Responsive; ‘agents’ APML Microformats Hyperdata Web2.0 Social Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 6. Data
        • Attention Profiling Markup Language - www.apml.org
        • Beyond ‘personal’: interchange and exchange value of behaviour
    • 7. Data
    • 8. Data Business analysis Services Mashups Number of freely connected nodes where exchange cost is near zero Responsive and self-configuring Responsive; ‘agents’ APML Microformats Hyperdata Web2.0 Social Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 9. When the network knows more than anyone
    • 10. Business analysis Services Mashups Number of freely connected nodes where exchange cost is near zero Responsive and self-configuring Responsive; ‘agents’ When the network knows more than anyone Hyperdata Web2.0 Social Network Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 11. Business analysis Services Mashups Number of freely connected nodes where exchange cost is near zero Responsive and self-configuring Responsive; ‘agents’ When the network knows more than anyone Hyperdata Web2.0 Social Network Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 12.
      • Over 100 million customers profiled
      • 40% active across multiple retailers
      • 70 billion user-generated reviews
      • 4.2 billion reviews served each month
      • 575 retailers (October 2009)
      • http://www.texastechpulse.com/bazaarvoice_releases_traffic_stats/s-0021683.html
      When the network knows more than anyone
    • 13. Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’ Predictive
    • 14. Predictive? You must need hypodata!
    • 15. Business analysis Services Mashups Number of freely connected nodes where exchange cost is near zero Responsive and self-configuring Responsive; ‘agents’ Predictive Hypodata “ Brain Scanners can predict a decision up to 10 seconds before a person is aware of making that decision” Nature Neuroscience, April 2008 Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 16. Business analysis Services Mashups Number of freely connected nodes where exchange cost is near zero Responsive and self-configuring Responsive; ‘agents’ Predictive Hypodata - MIT’s “Sixth Sense” http://www.flickr.com/photos/whiteafrican/3253881037/ Pattie Maes’s TED talk on MIT’s “Sixth Sense”: http://www.youtube.com/watch?v=blBohrmyo-I Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 17. “ ABSTRACTA headphone-type gaze detector for a full-time wearable interface is proposed. It uses a Kalman filter to analyze multiple channels of EOG signals measured at the locations of headphone cushions to estimate gaze direction. Evaluations show that the average estimation error is 4.4® (horizontal) and 8.3® (vertical), and that the drift is suppressed to the same level as in ordinary EOG. The method is especially robust against signal anomalies. Selecting a real object from among many surrounding ones is one possible application of this headphone gaze detector.” http://portal.acm.org/citation.cfm?doid=1125451.1125655 via http://liftlab.com/think/nova/2006/06/09/wearable-gaze- detector-in-the-form-of-headphones/ Hypodata - mashed up
    • 18. But what about hyperdata?
    • 19. Hyperdata: Location-specific Plus gestures, image processing, bio-input... (heartbeat? Match.com?...).
    • 20. Any sufficiently advanced technology is indistinguishable from magic
    • 21. The Gamut of data Number of freely connected nodes where exchange cost is near zero Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    • 22. Any sufficiently advanced technology is indistinguishable from magic Nodes Open Structured Data Business Web 2.0 Social Network Phenomena ESP? Epiphenomena
    • 23. Enabling epiphenomenology: device integration
      • With us everywhere
      • Accesses data
      • Interlinking
      • Connected
      • Visualisation
      • Touch interface...
      • Location (GPS)
      • Direction (compass)
      • Image processing...
    • 24. Bringing data alive PlazeMarks 2D codes Neat, but very “now”
    • 25. Augmented Reality... Layar.eu - overlay ‘realtor’ data on street scenes
    • 26. Augmented Reality
    • 27. Augmented Reality - brands and interaction http://www.metroparisiphone.com/index_en.html
    • 28. The “Outernet” – Marking and spraying… http://www.junaio.com /
      • Mobile device
      • Screen
      • GPS
      • Gameplay overlays
      • Personal scores
      • Network scores
      • Network-invoked events
      • ‘ hearts’ and ‘kisses’ left for others...
      • Oh, and SMS
    • 29. Augmented Reality University of Washington, 2008: http://uwnews.org/article.asp?Search=contact+lens&articleid=39094
      • Easy to dismiss as hacked-up geekery...
      • But - contact lenses with LEDs being developed
      • Even without 3D AR, even coloured ‘confirmation lights’ could have impact.
    • 30. How will this impact retail and eCommerce?
    • 31. Basic level - it already does.
      • AR barcode - by SMS
      • Price comparison?
      • Colour options?
      • Buy online?
    • 32. Shopping: present, yet elsewhere
    • 33. Elswhere, yet present
      • Oasis
        • iPhone App (by NN4M)
        • Good integration with product
        • Newsletter and storefinder
        • Basket... but web checkout for now
        • Just very, very ordinary and do-able!
    • 34.
      • Nearly 2 years old
      • All components now exist and are free
      • Copyright Icon Nicholson - http://www.iconnicholson.com/nrf07/
      Yesterday’s future looks more prescient
    • 35.
      • Augmented Reality + merchandising + gesture-based navigation
      • See also Cisco’s in-store screens - very “Mission Impossible”.
      • Now!
      • http://www.youtube.com/watch?v=NxQZuo6pFUw
      Yesterday’s future looks more prescient
    • 36. Challenges
    • 37.
      • “ Concept Store” – taking control of the brand image, ambiance and merchandising
      • Training the customer
      • Vendor Relationship Management and live prototyping opportunities
      What’s the point of a store?
    • 38.
      • Nappies - should be a subscription product. Draw for supermarkets, but can’t be great for Pampers...
      • Razors - POS an “experience shave” or “info point”
      • Configuring a sofa: the resulting bar code is an augmented reality image of the sofa, with embedded voucher and tracking code
      • Service point - think “Collect+”: delivered, tested, accepted or returned... from 0700-2300 7 days a week
      What’s the point of a store?
    • 39. Obama-Preedy Pricing Principle “ It’s been a long time coming, but tonight, because of what we did1. on this day,2. in this election,3. at this defining moment Change has come to America” President-Elect Obama, Victory Speech, November 2008 http://news.bbc.co.uk/1/hi/world/americas/7434843.stm
    • 40. Obama-Preedy Pricing Principle
      • “ It’s been a long time coming, but today, thanks to profit-algorithms and data,
      • on this day,
      • in this location,
      • for this defining product
      • for this individual customer
      • Fixed pricing has ended in retail”
    • 41. Obama-Preedy Pricing Principle
      • Vouchers - expire when stock reaches 10 or fewer (eg buy it now)
      • Stacked discounts: sale, cashback, card-holder, end of sale, channel... Why?
      • According to availability
      • Proximity of alternatives (time and space)
      • Time limited: premium for first (eg 3GS), nephew’s birthday
      • Extent to which has shopped around
    • 42. Taking aim
    • 43. Taking aim - retail’s new realities
      • Unprecedented data, integration and access: challenges our notions of ‘shop’ and of activity: “time” is the new “place”
      • Data leads to insights about attitudes and behaviours - unlocking connection and selling
      • Channibalisation: don’t watch the channel, watch the customer
      • Use of the basics is free: now need retail ‘sparkle’ and credible personality and products to win: for this customer, at this time, for this product!
    • 44. Thank you "The Future of Internet Retailing: considerations for fashion (r)etailing" London College of Fashion London, October 2009 www.ianjindal.com www.internetretailing.net

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