What's In Store for In-Store Digital - BWW - 2009

Bring It Inside Doing Digital In-Store Right Michael Stich, Bridge Worldwide [email_address]

Agenda
The Consumer Need
What’s Working and Why
Principles for Success
The Future Experience
How to Get Started

Let’s Start With The Consumer Need

Source: Harris Interactive, 2008 Consumers Don’t Have Time… 0 5 10 15 20 25 30 1973 1994 2008 Median Number of Leisure Hours

But They Have So Many More Choices…
Product Categories
Brands
Channels
Payment Options

… So We’re Growing More Demanding Welcome to the Age of The Selfish Consumer Give me What I want, When I want it, Where I want it, In the forms I want, As much or as little, Filtered by my peers, Backed by expert opinion, Without unwanted interruption, And then I’ll share it with my “friends,” But don’t you dare tell a soul you know me.

Now We Want It in the Store! Ratings and Reviews

Cross-sell Now We Want It in the Store!

Solution Sets Now We Want It in the Store!

Special Promotions Now We Want It in the Store!

Personalized Discounts and Rewards Now We Want It in the Store!

Retailers Should Care Greater Efficiency Increased Basket Greater Loyalty More Shopper Information Digital

What Does the Digital In-Store Currently Look Like?

Yet, the Opportunity Still Exists… … but What Makes Sense? Pre-Aug 2006 n = 33 Mean uplift £4,820 Mean uplift 5.7% Median uplift 2.8% Post-Aug 2006 n = 50 Mean uplift £14,536 Mean uplift 7.3% Median uplift 6.3% Source: Glendinning Tesco IBN Example Before In-Store Display After

How To Get Started? Follow Principles For Success

Respect Shopper Behavior and Mentality Source: Glendinning

Respect the Store

Focus on Personalization

Create a Dialogue

Follow E-Commerce Best Practices Create a Compelling Product Dramatically Improve the Purchase Experience Create a Compelling Business Model Sell to a Niche Consumer
ACCESSIBILITY
TIME SAVING
DISCRETION
AUTO-REPLENISHMENT
DIRECT SALE
MARKETPLACE
EXCLUSIVITY
BUILD TO ORDER
UPGRADEABILITY
PERSONALIZATION
SIMPLICITY
PAYMENT OPTIONS
GIVE BACK

Be Transparent

Create a Road Map and Track Progress

Rolling It Up Road Map Transparency E-Commerce Best Practices Dialogue Personalization Store Behavior Shopper Behavior Digital Principles

Let’s See How These Measure Up Against a Few Popular Technologies

Smart Shelves Road Map Transparency E-Commerce Best Practices Dialogue Personalization Store Behavior Shopper Behavior Digital Principles

Media Cart Road Map Transparency E-Commerce Best Practices Dialogue Personalization Store Behavior Shopper Behavior Digital Principles

Mobile–SMS and/or QR Codes Road Map Transparency E-Commerce Best Practices Dialogue Personalization Store Behavior Shopper Behavior Digital Principles

Short-Range Wireless Road Map Transparency E-Commerce Best Practices Dialogue Personalization Store Behavior Shopper Behavior Digital Principles

So, Where Is All Of This Going?

How To Get Started?

Bridge Worldwide Can Help Road Map Transparency E-Commerce Best Practices Dialogue Personalization Store Behavior Shopper Behavior Digital Principles

Top 25 Best Small Companies to Work For in America (2006, 2007, and 2008) Part of WPP Group, the largest agency holding company in the world with 2,000 offices in 106 countries Affiliation: 210 people across 12 disciplines Employee Makeup: Full-Service Digital Strategy, Design, Implementation Services: 1979 Founded: About Bridge Worldwide

Thank You! Michael Stich, Bridge Worldwide [email_address]

What's In Store for In-Store Digital - BWW - 2009

by Michael Stich

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