Retail innovation final

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Turbo-charging retail marketing through innovation

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  • Thank for comingSome house rulesMobiles offAll ideas are good ideas
  • Volume channel – Operator/retailersStrategic shops – Owned shops (ie. Sony CentresDevelopmental – Online/ecom/call centres
  • To Recap: The objective is to outline all of the touchpoints on and off line that consumers encounter from sofa to sale. We have grouped them into the 4 stages
  • To Recap: The objective is to outline all of the touchpoints on and off line that consumers encounter from sofa to sale. We have grouped them into the 4 stages
  • Thank for comingSome house rulesMobiles offAll ideas are good ideas
  • Retail innovation final

    1. 1. Innovative Retailing DRIVING CONVERSION April 2012Confidential © iris 2011
    2. 2. Confidential © iris 2011 Agenda Adding the Innovation layer The sweet spots Ideas to run with Next Gen Innovation
    3. 3. Confidential © iris 2011 Adding the Innovation layer The sweet spots Ideas to run with Next Gen Innovation
    4. 4. Confidential © iris 2011
    5. 5. The starting point is ‘the need’not the technology ‘to make it simple to understand’ Clear ‘to see proof that it’s better’ Convincing ‘to be easier’ Convenient ‘to be entertained, to enjoy it’ Inspiring ‘to see what others are saying, doing’ Social ‘to do or see more of what I want’ Relevant Source: needs and wants research Dec 2011 Confidential © iris 2011
    6. 6. Providing an innovative layer onthe new environments Confidential © iris 2011
    7. 7. Unlock innovative opportunities acrossretail environmentsSTRATEGIC SHOPS – VOLUME CHANNEL – DEVELOPMENTAL – OWNED SHOPS OPERATOR/RETAILER ONLINE/ECOM/CALL CENTRE Confidential © iris 2011
    8. 8. Our focus Today Ultimate innovation (adding to current & innovation (unlocking progressive workstreams) projects) Confidential © iris 2011
    9. 9. Confidential © iris 2011 Adding the Innovation layer The sweet spots Ideas to run with Next Gen Innovation
    10. 10. Confidential © iris 2011
    11. 11. How to outsell 1. Friction free 2. Real-time value 3. Service based shopping selling Promotions into social events 4. Bringing the 5. Clear and 6. Operational magic of new compelling value model technology to life propositionMagic of technology to life Confidential © iris 2011
    12. 12. Who, where, when Confidential © iris 2011
    13. 13. TRADE Inspired demonstration INSIDSweet E standout in a THE STOREspots competitive environmentwhere topoint theinnovation SOCIAL Path to purchase PARTNER via social Front of mind Confidential © iris 2011
    14. 14. Confidential © iris 2011 Adding the Innovation layer The sweet spots Ideas to run with Next Gen Innovation
    15. 15. ‘INSIDE THE STORE’ Task: Create cut through - a magnetic likeattraction to see, touch and play with our phones. Confidential © iris 2011
    16. 16. ‘Added layer to pos’http://www.youtube.com/watch?v=0rNrIt6urRY&hd=1
    17. 17. AR enabled backing POS backing cards
    18. 18. Who: Smartphone considers and actives In store The need: Create standout - bring to life the Sony Mobile difference The idea: ‘IMAGINATION LAYER’ Creating an added layer of imagination on static POS visuals through Blippar, QR codes, Google Goggles. Hover over any enabled image with a smartphone and see the imagination jump off the page. UK enabled, potential to extend to Global activation.(Innovative - Blippar had 380,000 app downloads onto smartphones in the last 4 months.) Where & how: Across all retail formats Outselling the competition: 5. Clear and compelling value proposi on
    19. 19. ‘from POS to Point of event’ http://www.youtube.com/watch?v=NKbsfOAVu3Yhttp://creativity-online.com/work/netaporter-the-window-shop/26020
    20. 20. ‘Day & Night’ mobile interactive windowBy day – interactive window, play and win tickets toSkyfall
    21. 21. ‘Day & Night’ mobile interactiveexperience window, experiential(scalability)By night – capture PlayStation alien for free gamedownload
    22. 22. ‘Projection mapping’Bond training game. QR code toplay, upload score to winFlagship store
    23. 23. ‘Projection mapping’Champions League penalty shootout. Every Tuesday andWednesday nights. Projectionmapped onto shutters. Flagship
    24. 24. Who: Smartphone considers and actives In store The need: Provide a reason to engage. The idea:‘ULTIMATE BEYOND SMARTPHONE EXPERIENCE’ We bring to life the Xperia difference by creating ways to play, watch, listen, create via thewindow, through experiential activity. A ‘day’ and ‘night’ experience to provide added engagement opportunity. Flexible to change the experience to the next big story. Where & how: Sony stores. Preferred customer. Experiential Outselling the competition: 4. Bringing the magic of new technology to life
    25. 25. ‘from static to imaginative demo’ http://dreamoc.com/macallan-point-of-sale-campaign
    26. 26. Ultimate live demo unit
    27. 27. 1. Interactive pillar 2. Place any 3. Place Xperiais bursting with smartphone to add smartphone to addImagination Imagination to it extra Imagination
    28. 28. Who: Smartphone considers and actives In store The need: Bring to life the difference (without the technobabble) The idea: ‘ULTIMATE LIVE DEMO UNITS’ Small size 3D projections of wonderful and imaginative content bursting out of the Xperia S inside an FSDU.Interactive pillar. For added interaction consumers place any smartphone on the pillar to add Imagination content to their phone. And for Xperia owners an added layer of content is added. Where & how: At window. In store area. Own retail and customer environments Outselling the competition: 5. Clear and compelling value proposi on
    29. 29. ‘inspiring the sales force’ Task: To ensure Sony Xperia handsets remain front of mind.Confidential © iris 2011
    30. 30. ‘Trade tools made of imagination’appsA suite of intuitive tools and apps that traderetailers, partners and network operators canpick and choose from, to help them get the mostfrom Xperia.
    31. 31. Who:Our partners, trade, and network operators. Those who bombarded with sales materials. They want the latest news and connectivity there and then, and without the effort. The need: Keep Sony Xperia front of mind The idea: ‘TRADE TOOLS MADE OF IMAGINATION’A suite of intuitive tools and apps that trade retailers, partners and network operators can pick and choose from, to help them get the most from Xperia. Where & how: Password protected Android apps Outselling the competition: 5. Clear and compelling value proposi on
    32. 32. ‘turning promotions into social events’smile-activated ice cream wending machinehttp://www.youtube.com/watch?v=QxMv9ZPiMyU
    33. 33. ‘Imaginator’Ongoing presence in callcentre, central offices. At key timethe imaginator fills the room withinspiration
    34. 34. Who: Call centre staff - looking for a tonic to the daily ‘routine’ The need: Keep Sony Mobile Front of mind The idea: ‘THE IMAGINATOR’ Imagination Xperia experience every day delivered through the Imaginator machine.Every phone you sell you get the chance to put your winning token through the Imaginator. Where you could win anything that is within the world of Sony and its 4 pillars. ( ie. Win made to watch prizes from popcorn to DVDs to film premiere tickets) Where & how: Call centre. Experiential. Outselling the competition: 4. Bringing the magic of 5. Clear and compelling new technology to life value proposi on
    35. 35. ‘playful presentation’ http://fb.se/#/en/Work/247/443
    36. 36. Pop-up interactivesmart tag demo bookSmart tags built into every page thatallow a live handset to interact withthe smart tag.
    37. 37. Pop-up interactivesmart tag installationPop-up book becomes aleave behind
    38. 38. Who: The Sony Mobile field team The need: Sell the smart tag story in a memorable way The idea: ‘POP UP SMART TAG BOOK’A pop-up with a difference, each side is brought to life with a SMART TAG. The Xperia story isbrought to life through a combination of AR and imaginative paper interaction. Content can be updated to show the latest story Where & how: Key field team. Leave behind installation Outselling the competition: 4. Bringing the magic of 5. Clear and compelling new technology to life value proposi on
    39. 39. ‘social commerce’ Task: Provide an engaging path to retail trial and purchase Confidential © iris 2011
    40. 40. 6m+ global fans Confidential © iris 2011
    41. 41. ‘SOCIAL PATH TO PURCHASE’ http://www.youtube.com/watch?v=dGvdv8scy4s
    42. 42. ‘My Xperia’ Facebook
    43. 43. 1. PERSONALRELEVANCYWithin Facebook we profile usersinterests and serve up the Xperiathat best suits them.
    44. 44. 2. TEST DRIVE THEEXPERIENCETaking the chosen Xperia we’ll serve up a relevantselection of test drive scenarios – showing off eachdevice’s capabilities across the brand pillars in a 360environment.
    45. 45. 3. LETS MAKE IT REALProminent call to buy will direct the visitorto purchase in Facebook or direct tostore.By profiling the customer we couldleverage our Sony assets to add realvalue to the purchase, ie. Music loverscould get spotify subscriptions +exclusive content, Football nuts; accessto Champions League content. Etc..
    46. 46. Who: Our fans – Facebook The need: To turn social into experiences, into purchase The idea: MY XPERIA. WE FIND THE RIGHT SMARTPHONE TO FIT YOUR IMAGINATION We use ‘Personal’ details to provide a My Xperia experience in Facebook. The magic of the handsetcomes to life as fans can ‘Test drive’. A call to action links through to ‘Purchase’ online or at partner stores.’ Where & how: Global. Facebook. Outselling the competition: 2. real- me value 1. Fric on free shopping
    47. 47. Confidential © iris 2011 Adding the Innovation layer The sweet spots Ideas to run with Next Gen Innovation
    48. 48. ‘measurement’innovative tools to unlock deeper insight and measurement around the consumer journeyConfidential © iris 2011
    49. 49. ‘technology’Mind Experiences Experience stations (Mindwave) (Intel audience impression metric AIM) Absolut HSN Home Shopping Network Gas Station of the future Brainwave signals Gameification Number plate recognition Gestural Relevant messaging Print out directions Confidential © iris 2011
    50. 50. ‘technology’ Sensing the environment (Arduino brain) Arduino brain constantly monitors the Kinnect tracking and Arduino brain temperature and pressure of the shot controls the time of projection between and adjust on the fly, ensuring a 4pm and 11pm consistent pull every time.Confidential © iris 2011
    51. 51. Project Glass http://www.youtube.com/watch?feature=player_detailpage&v=9c6W4CCU9M4Confidential © iris 2011
    52. 52. Thank you DRIVING CONVERSIONConfidential © iris 2011

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