What do we know about women, technology and shopping? T: @piehead W: homeslade.com “ ..The greatest enemy of knowledge is not ignorance, it is the illusion of knowledge..”
If you really simplify global technology trends what do you see?
Mobile internet is the default format.
Men seek entertainment, Women build relationships.
Youth of emerging nations driving innovations.
Social functionality is expected.
Location data is fuel
Brands produce content. Retailers edit & curate.
Payment is the new change agent.
T: @piehead W: homeslade.com
American women and their smart phones. An educated guess would say that their desktop would get a different rating T: @piehead W: homeslade.com Word cloud created from US female smartphone owners
“… the alignment of the physical and digital spaces will become ever more critical to fulfilling retailer’s brand promise….” Steve Spiwak Kantar retail June 2010
Shopping behavior is being reshaped by mobile digital technology.
As mobile shopping capabilities penetrate more deeply into real world shopping patterns and preferences. In-store environments will evolve into an experience that is made relevant to individual shoppers.
The real world store will have to seamlessly support a multichannel experience that is adapted to integrate with a multitude of access devices
Sales staff will need to be trained and empowered to deliver personalised customer service (both in and out of store) in which the whole physical store is a sales point
T: @piehead W: homeslade.com
T: @piehead W: homeslade.com Tesco South Korea: Merging home shopping and busy lifestyle of workers. All you need is a peerless homeshopping service, QR codes and a populace happy with there smartphones
Social is the defining feature driving later adoption of new shopper behaviours T: @piehead W: homeslade.com Htc ChaCha with physical Facebook ‘like’ button
A gender stereotype played out in Japanese social media T: @piehead W: homeslade.com We see that the most popular social sites do show differences by gender, ‘ Mobage Town ’ with a majority male audience is driven by games and humour content having begun life as a gaming portal. Mixi with a majority female audience is closer to a Facebook experience, although the site is now actively discouraging dating via the site Japan 3G coverage stands at 95% total (compared to USA at 76% urban only) The majority of Japanese do there internet browsing via mobile
T: @piehead W: homeslade.com Yup, lots of stuff, re-enforces retailers new role as shoppers editor
The tyranny of choice: Retailer opportunity to prove their ability to be a trusted curator T: @piehead W: homeslade.com JC Penney introduced the Findmore(R) Smart Fixture in more than 120 select stores across the United States. The Smart Fixture offers the following features; It has a 42-inch touchscreen which helps shoppers browse merchandise for sizes, colors and style; uses 360 degree views and zoom features; and checks for merchandise availability in-store or at nearby stores. Shoppers can scan the barcode of any in-store product to get product information and complementary item recommendations. It can be used for making online purchases and order for delivery. Shoppers can also use printed receipts of online purchases at an in-store register for product delivery. Shoppers can e-mail images and information about online items and can access jcp.com’s editorial contents, such as the ‘Little Red Book experience’ on seasonal women's trends.
Brave, but realistic, letting shoppers see for themselves online at fixture T: @piehead W: homeslade.com Shoppers can access specs, customer reviews, price comparisons, compatible products and accessories, videos , -and the competition via the Internet.
Mobile internet is ramping faster than any ‘new new’ thing
Morgan Stanley December 2010
T: @piehead W: homeslade.com Shop in your pocket Real time alerts Location based services Flash sales Everything is a game Virtual goods Ratings Transparent pricing Group buying power
Location data is the fuel of shopper and retailer benefit T: @piehead W: homeslade.com Foursquare hit 10 million users in June 2011 – Google+ (with location) hit 18 million in July 2011
M-Wallets. The most exciting and promising mobile innovation KPMG T: @piehead W: homeslade.com . The most exciting and promising is M-wallets provides the momentum to move beyond payments to participate in the entire chain of mobile commerce — from brand awareness to consideration, followed by after-sales loyalty and care. KPMG assessed five forms of mobile payment —m-wallet, m-banking, contactless card systems, online payment systems, and carrier billing
Follow the money: Banking innovations in both developed and developing worlds changing skew of female usage T: @piehead W: homeslade.com
The three fastest growing mobile internet markets are China, Brazil & Indonesia Vietnam is only .4% behind US & UK in consumption of entertainment news online. 67% of Filipino youth own a internet enabled mobile but only 19% own a laptop or 17% own an MP3 player T: @piehead W: homeslade.com Old world v New world 100 Million Indian youth own mobile devices that they mainly access music from
Female wants of the new retailer; T: @piehead W: homeslade.com Merge real and digital worlds My opening times not yours Reward when checking-in Recognition of past behaviour Bespoke size, weight, colour options Flexibility over payment A human smile “… This new retailer offers a good life choice . This outlet has the ability to help shoppers be responsible, Engagement with this brand can be seen as making a progressive life choice. ..”