THE	  FUTURE	  OF	  MOBILE	  RETAILTowards	  mul,-­‐device	  retail	  strategiesDr	  Rod	  Farmer	  (@rodfarmer),	  Melbou...
WHAT	  I’D	  LIKE	  FROMTODAY	  ...                              -   Get	  you	  thinking	  about	  “mobility”	  rather	  ...
FOLLOW	  ME	  ONTWITTER                     @rodfarmer
About	  meThe	  old	  and	  the	  new                                  4
MOBILE	  STRATEGYAND	  UX	  GUY(10+	  YEARS)                     5
MY	  OLD	  COMPANYMOBILE	  EXPERIENCE-­‐	  RESEARCH-­‐	  STRATEGY-­‐	  DESIGN                       6
BASED	  IN	  SYDNEYFOR	  5	  YEARS
RECENTLY	  RETURNEDTO	  MELBOURNE
SYDNEY	  MIGHT	  HAVETHE	  HARBOURBUT	  WE	  HAVE	  ...
I	  MIGHT	  NEED	  TO	  FINDONE	  OF	  THESE
thinking	  azz	  Isobar    Visual	  J365       Director	  of	  User	  Experience   not	  just	  360                       ...
WHO	  AREWE	  NOW?             a modern communications agency                of 3,000+ people in 48 offices               ...
GLOBAL	  NETWORK             13
2011	  AGENCY	  OF	  THE	  YEAR                                      Digital Agency                                      O...
SOME	  OF	  OUR	  AUSTRALIAN	  CLIENTS                                             15
Why	  mobile	  maVersA	  liale	  scene	  sebng                               16
AMAZONMOBILE         $1	  Billion                         17
MOBILE	  RETAIL?             $1.3	  Trillion                          2017                                 18
SMARTPHONE	  PENETRATION                 65-­‐90%                    2012-­‐2015                                  19
MOBILE	  USAGEIN	  AUSTRALIA                               ~70%                  Access	  the	  internet	  mul,ple	  ,mes	...
TABLETPENETRATION              80%               2016                      21
iPAD	  BUYER	  DEMOGRAPHIC                    22
WHAT	  DO	  WE	  DO?	  VsMOBILE?                  23
MOBILE	  #1	  EXCEPT	  PURCHASING                   24
MOBILE	  IS	  A	  CRITICAL	  INFLUENCER                        25
VERY	  SPECIFICINFLUENCINGCYCLES                   26
WHERE?80%	  DOWNTIME              27
WHERE?73%	  COMMUTE                 28
WHERE?62%	  WHILSTWATCHINGTV                29
WHERE?63%	  WHILSTSHOPPING!!                30
NICHE?	  NO	  WAYMOBILE	  FIRST!                      There	  are	  roughly	  6	  Billion	  ac,ve	  mobile	               ...
Mobile	  or	  mobility?An	  increasingly	  important	  dis,nc,on                                               32
LET’S	  CONSIDER	  MOBILE	  ...                        33
IS	  THIS	  BEING	  MOBILE?                          34
IS	  THIS	  BEING	  MOBILE?                          35
IS	  THIS	  BEING	  MOBILE?                          36
IS	  THIS	  BEING	  MOBILE?                          37
SO,	  IS	  THISBEING	  MOBILE?                    38
THIS	  DEVICE	  IS	   JUST	  A	  LENS                                                The	  average	  Australian	  consumer...
CONNECTEDCONSUMERS            In	  the	  US,	  UK	  and	  Australia,	  >	  70%	  of	  people	              with	  a	  tabl...
A	  FUNDAMENTAL	  SHIFT                       41
RETAIL	  WAS	  A	  DESTINATION                         42
ITS	  ROLE	  WASDISTRIBUTION                     43
NOW:	  CUSTOMER	  IS	  THE	  DESTINATION.	  DIGITALIS	  THE	  DISTRIBUTION                            44
WE	  NEED	  COMPELLING	  STORIES                 Retails	  just	  can’t	  be	  about	  the	  product,the	                 ...
RETAIL	  AS	  EXPERIENCE	  HUB:STORY	  BEGINSNOT	  ENDS                     46
SO	  WHAT’S	  THE	  NEW	  FOCUSFOR	  RETAIL?                      47
EXPERIENCE	  OVERPRODUCT                 48
EXPERIENCE	  OVERPRODUCT                 49
EXPERIENCE	  OVERPRODUCT                 50
EXPERIENCE	  OVERPRODUCT                 51
EXPERIENCE	  OVERPRODUCT                 52
EXPERIENCE	  OVERPRODUCT                 53
EXPERIENCE	  OVERPRODUCT                 54
EXPERIENCE	  ECONOMY                 “As	  goods	  and	  services	  become	  commodi,sed,	                   the	  custome...
STAGES                Research & Planning                                            Shopping                             ...
CONTINUOUS	  EXPERIENCES      The	  set	  of	  ackvikes	  from	  a	  user’s	  perspec,ve	  that	  delivers	  a	  series	  ...
Need	  some	  inspirakon?Who’s	  doing	  what,	  right	  now?                                           58
SHIFT	  #1MOBILE	  MONITORING              -­‐	  Modelling	  shopper	  movement              -­‐	  Customer	  ‘hang’	  ,me...
SHIFT	  #2MOBILE	  WALLETS              To	  watch:	  Passbook	  +	  NFC              300+	  million	  ackve	  credit	  ca...
SHIFT	  #3MOBILISED	  FLOWS                61
SHIFT	  #4LOCATION      -­‐	  TV	  advert	  integra,onBASED         -­‐	  Loca,on-­‐based	  deals              -­‐	  Barco...
SHIFT	  #5FROM	  REWARDSTO	  PURCHASE                  63
SHIFT	  #6CURATION	  AND	  LOCAL	  DISCOVERY                      64
SHIFT	  #6CURATION	  AND	  LOCAL	  DISCOVERY                      65
OPPORTUNITY:PERFECT	  STORM?                    PINTEREST	  +	  WANELO	  +	  PAYPAL	  HERE                    (CURATED	  +...
What	  can	  I	  do	  now?Here	  are	  some	  quick	  win	  ac,vi,es                                                  67
CREATE	  ANEXPERIENCE               68
WI-­‐FI	  CAMPING              69
RAPID	  MOBILISATION               70
AND	  IF	  ALL	  THISSEEMS	  TOO	  MUCH?                           71
THANK	  YOU               ROD	  FARMER                     T:	  	  	  @RODFARMER               DIRECTOR,	  USER	  EXPERIEN...
Upcoming SlideShare
Loading in...5
×

Mobile and the changing face of retail

2,094

Published on

My recent keynote presentation at Melbourne Spring Fashion Week on mobile and the changing face of retail. iPhone 5 NFC mis-prediction as well ...

Published in: Design, Business, Technology
0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,094
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
116
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide

Mobile and the changing face of retail

  1. 1. THE  FUTURE  OF  MOBILE  RETAILTowards  mul,-­‐device  retail  strategiesDr  Rod  Farmer  (@rodfarmer),  Melbourne  Spring  Fashion  Week  Business  Series.  September  5,  2012
  2. 2. WHAT  I’D  LIKE  FROMTODAY  ... - Get  you  thinking  about  “mobility”  rather  than  “mobile” - Crea,ng  a  truly  effec,ve  mobility  strategy - What’s  around  the  corner  ...  but  here  now - Leave  you  with  a  few  Monday  morning  ac,on  items
  3. 3. FOLLOW  ME  ONTWITTER @rodfarmer
  4. 4. About  meThe  old  and  the  new 4
  5. 5. MOBILE  STRATEGYAND  UX  GUY(10+  YEARS) 5
  6. 6. MY  OLD  COMPANYMOBILE  EXPERIENCE-­‐  RESEARCH-­‐  STRATEGY-­‐  DESIGN 6
  7. 7. BASED  IN  SYDNEYFOR  5  YEARS
  8. 8. RECENTLY  RETURNEDTO  MELBOURNE
  9. 9. SYDNEY  MIGHT  HAVETHE  HARBOURBUT  WE  HAVE  ...
  10. 10. I  MIGHT  NEED  TO  FINDONE  OF  THESE
  11. 11. thinking  azz  Isobar Visual  J365 Director  of  User  Experience not  just  360 11
  12. 12. WHO  AREWE  NOW? a modern communications agency of 3,000+ people in 48 offices across 31 markets 12
  13. 13. GLOBAL  NETWORK 13
  14. 14. 2011  AGENCY  OF  THE  YEAR Digital Agency Of the Year 2011 14
  15. 15. SOME  OF  OUR  AUSTRALIAN  CLIENTS 15
  16. 16. Why  mobile  maVersA  liale  scene  sebng 16
  17. 17. AMAZONMOBILE $1  Billion 17
  18. 18. MOBILE  RETAIL? $1.3  Trillion 2017 18
  19. 19. SMARTPHONE  PENETRATION 65-­‐90% 2012-­‐2015 19
  20. 20. MOBILE  USAGEIN  AUSTRALIA ~70% Access  the  internet  mul,ple  ,mes   per  day  on  their  mobile  phone 20
  21. 21. TABLETPENETRATION 80% 2016 21
  22. 22. iPAD  BUYER  DEMOGRAPHIC 22
  23. 23. WHAT  DO  WE  DO?  VsMOBILE? 23
  24. 24. MOBILE  #1  EXCEPT  PURCHASING 24
  25. 25. MOBILE  IS  A  CRITICAL  INFLUENCER 25
  26. 26. VERY  SPECIFICINFLUENCINGCYCLES 26
  27. 27. WHERE?80%  DOWNTIME 27
  28. 28. WHERE?73%  COMMUTE 28
  29. 29. WHERE?62%  WHILSTWATCHINGTV 29
  30. 30. WHERE?63%  WHILSTSHOPPING!! 30
  31. 31. NICHE?  NO  WAYMOBILE  FIRST! There  are  roughly  6  Billion  ac,ve  mobile   handsets  in  the  world  today.  Australia  is  the   3rd  most  advanced  mobile  market. 31
  32. 32. Mobile  or  mobility?An  increasingly  important  dis,nc,on 32
  33. 33. LET’S  CONSIDER  MOBILE  ... 33
  34. 34. IS  THIS  BEING  MOBILE? 34
  35. 35. IS  THIS  BEING  MOBILE? 35
  36. 36. IS  THIS  BEING  MOBILE? 36
  37. 37. IS  THIS  BEING  MOBILE? 37
  38. 38. SO,  IS  THISBEING  MOBILE? 38
  39. 39. THIS  DEVICE  IS   JUST  A  LENS The  average  Australian  consumer  today  is  already  mul,-­‐ channel,  typically  ci,ng  the  use  or  influence  of  3  or  chmitz Chris Kulig Björn Hohmann Marc Lüttich more  digital  channels  during  a  retail  purchasing  ac,vity. Trend User Digital Professional Digital Avant Garde 39
  40. 40. CONNECTEDCONSUMERS In  the  US,  UK  and  Australia,  >  70%  of  people   with  a  tablet  own  mul,ple  connected  devices   and  ac,vity  sync/share  content  and  media 40
  41. 41. A  FUNDAMENTAL  SHIFT 41
  42. 42. RETAIL  WAS  A  DESTINATION 42
  43. 43. ITS  ROLE  WASDISTRIBUTION 43
  44. 44. NOW:  CUSTOMER  IS  THE  DESTINATION.  DIGITALIS  THE  DISTRIBUTION 44
  45. 45. WE  NEED  COMPELLING  STORIES Retails  just  can’t  be  about  the  product,the   packing,  or  even  the  technology.  How  can  we   engage  the  customer  across  devices,  loca,ons   and  contexts? 45
  46. 46. RETAIL  AS  EXPERIENCE  HUB:STORY  BEGINSNOT  ENDS 46
  47. 47. SO  WHAT’S  THE  NEW  FOCUSFOR  RETAIL? 47
  48. 48. EXPERIENCE  OVERPRODUCT 48
  49. 49. EXPERIENCE  OVERPRODUCT 49
  50. 50. EXPERIENCE  OVERPRODUCT 50
  51. 51. EXPERIENCE  OVERPRODUCT 51
  52. 52. EXPERIENCE  OVERPRODUCT 52
  53. 53. EXPERIENCE  OVERPRODUCT 53
  54. 54. EXPERIENCE  OVERPRODUCT 54
  55. 55. EXPERIENCE  ECONOMY “As  goods  and  services  become  commodi,sed,   the  customer  experiences  that  companies   create  will  maaer  most.”  Pine. Value  =  (Delighters  -­‐  Detractors)  /  Cost 55
  56. 56. STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel EXPERIENCE   RAIL EUROPE Research destinations, routes and products Enter trips Review fares Select pass(es) Confirm itinerary Delivery options Payment options Review & confirm Wait for paper tickets to arrive Activities, unexpected changes Share experience Follow-up on refunds for booking changes MAPPING Destination Look up pages Change Check ticket Share time tables E-ticket Print plans status photos at Station Get stamp Live chat for for refund Web raileurope.com questions Plan with Map itinerary interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! Mobile  retail  isn’t  about  having  an  app.  Mobile   • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with retail  is  about  understanding  how  people  have   • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home. • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! a  conknuous  experience  whilst  shopping. serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Mobile  retail  is  about  conneckng  the   Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail EuropeOpportunitiesGLOBAL PLANNING, SHOPPING, BOOKING customers  buying  experience  .... POST-BOOK, TRAVEL, POST-TRAVELCommunicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning andproposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: TravelingMake your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly atmore savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel 56
  57. 57. CONTINUOUS  EXPERIENCES The  set  of  ackvikes  from  a  user’s  perspec,ve  that  delivers  a  series  of  consistent  and   meaningful  interackons  across  devices,  and  whose  design  is  true  to  each  device,   context  and  usage. 57
  58. 58. Need  some  inspirakon?Who’s  doing  what,  right  now? 58
  59. 59. SHIFT  #1MOBILE  MONITORING -­‐  Modelling  shopper  movement -­‐  Customer  ‘hang’  ,me -­‐  Product  category  engagement -­‐  Store  visita,on  coverage -­‐  Mul,-­‐channel  campaign  effec,veness -­‐  Dynamic  personal  offers  and  loyalty  rewards -­‐  Geofencing 59
  60. 60. SHIFT  #2MOBILE  WALLETS To  watch:  Passbook  +  NFC 300+  million  ackve  credit  cards 60
  61. 61. SHIFT  #3MOBILISED  FLOWS 61
  62. 62. SHIFT  #4LOCATION -­‐  TV  advert  integra,onBASED -­‐  Loca,on-­‐based  deals -­‐  Barcode/QR  code  integra,on -­‐  Visita,on/loca,on  rewards -­‐  Coupons -­‐  Personalised  deals Driving  people  into  Macy’s Shopkick  contributed  $110  Million 62
  63. 63. SHIFT  #5FROM  REWARDSTO  PURCHASE 63
  64. 64. SHIFT  #6CURATION  AND  LOCAL  DISCOVERY 64
  65. 65. SHIFT  #6CURATION  AND  LOCAL  DISCOVERY 65
  66. 66. OPPORTUNITY:PERFECT  STORM? PINTEREST  +  WANELO  +  PAYPAL  HERE (CURATED  +  LOCATED  +  DISCOUNTED  +  EFFORTLESS) 66
  67. 67. What  can  I  do  now?Here  are  some  quick  win  ac,vi,es 67
  68. 68. CREATE  ANEXPERIENCE 68
  69. 69. WI-­‐FI  CAMPING 69
  70. 70. RAPID  MOBILISATION 70
  71. 71. AND  IF  ALL  THISSEEMS  TOO  MUCH? 71
  72. 72. THANK  YOU ROD  FARMER T:      @RODFARMER DIRECTOR,  USER  EXPERIENCE E:      RFARMER@VISUALJAZZ.COM.AU VISUAL  JAZZ  ISOBAR M:  +61  433  13  13  34 WWW.VISUALJAZZ.COM.AU L:      WWW.LINKEDIN.COM/IN/RODFARMER
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×