SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience
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SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience

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Presented by FK Funderburke and Hilding Anderson at the 2011 SXSW Interactive Festival.

Presented by FK Funderburke and Hilding Anderson at the 2011 SXSW Interactive Festival.

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    SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience Presentation Transcript

    • Kiosks, Mobile and the Evolving Retail ExperienceFK Funderburke and Hilding Anderson
    • Speakers FK Funderburke Hilding Anderson © Copyright 2010 Sapient Corporation | Confidential 2
    • The Changing Retail Experience© Copyright 2010 Sapient Corporation | Confidential 3
    • The Situation: retailers are under pressure – justbarely back to 2007 holiday season levels © Copyright 2010 Sapient Corporation | Confidential 4
    • And e-commerce takes up a growing percentage ofoverall retail sales © Copyright 2010 Sapient Corporation | Confidential 5
    • Tale of two companies © Copyright 2010 Sapient Corporation | Confidential 6
    • Consumer’s shopping process is no longer linear  A proliferation of engaging digital touch-points  Non-linear, cross-channel  Web-first for many consumer buying decisions © Copyright 2010 Sapient Corporation | Confidential 7
    • New technologies: touch screens, interactive displays, digitalsignage, mobile are changing the way consumers shop Interactive displays We’ve rediscovered the power of Touch (in a good way!) Digital Signage © Copyright 2010 Sapient Corporation | Confidential 8
    • We are witnessing the integration of these new technologies into theevolving retail experience QR code redemption Mobile Wallet Mobile Couponing QR coded advertising RFID technology Microsoft’s 2-D “TAG” barcode © Copyright 2010 Sapient Corporation | Confidential 9
    • The way we do simple, everyday tasks has changed © Copyright 2010 Sapient Corporation | Confidential 10
    • The way we shop in a store has changed too… © Copyright 2010 Sapient Corporation | Confidential 11
    • The Future of Retail© Copyright 2010 Sapient Corporation | Confidential 12
    • Our vision of the future of retail1.  Mobile is ubiquitous…and an enabler2.  In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets3.  Interactive kiosks will become more important and common, with increased functionality and deeper integration into the retail experience4.  Digital Signage in-store will grow…and integrate into kiosks5.  Loyalty will become a central component…and tie into social media6.  The continued importance of .Com channels7.  RFID & Checkout: New Ways To Buy…8.  Social shopping: geo + mobile + physical © Copyright 2010 Sapient Corporation | Confidential 13
    • Mobile is ubiquitous…and an enablerActions / Benefits:Native AppsCheck In  Get A DealAccess Wish ListMobile Payments / Mobile WalletView Rewards & LoyaltyScanShareOrder © Copyright 2010 Sapient Corporation | Confidential 14
    • In-Store Apps at the Point of Sale / End-Caps / SalesAssociate TabletsActions / Benefits:Scan itemsCheck InventoryDigital Sales AssistantOrder & Pay for out of stock itemsCustomer Reviews & Social Media LinksCompare & Contrast ItemsIdle Screen = Digital Signage © Copyright 2010 Sapient Corporation | Confidential 15
    • Digital Signage in-store will grow…and integrate into kiosksActions / Benefits:Communicate Products & OffersDay-partingSocial Media feedsNewsVideoInstructional © Copyright 2010 Sapient Corporation | Confidential 16
    • Interactive KiosksActions / Benefits:Scan Items and get suggestions – outfits, goes withOccasion based suggestions – Work, Weekend, WhateverConfigure Outfit – Save to ClosetTake a Photo and ShareRetail App – not in store, no problemNews Feed – Surface TwitterShare outfits and experiences in store through Social MediaIdle Screen = Digital SignageContent – New Items, Specials, Twitter Feed © Copyright 2010 Sapient Corporation | Confidential 17
    • Loyalty will become a central component…and tie into social media © Copyright 2010 Sapient Corporation | Confidential 18
    • The continued importance of .Com channelsActions / Benefits:Start shopping experienceImmersiveHeads up display of accountWish ListShare with Friends © Copyright 2010 Sapient Corporation | Confidential 19
    • RFID & Checkout: New Ways To Buy…Actions / Benefits:Living Sales TicketScan for InformationSmart InventoryQuicker Check Out LinesTrack your dog © Copyright 2010 Sapient Corporation | Confidential 20
    • Social shopping: geo + mobile + physicalActions / Benefits:Your friends + your buying history = socialshopping © Copyright 2010 Sapient Corporation | Confidential 21
    • What Does This Mean For The Business Of Retailing?© Copyright 2010 Sapient Corporation | Confidential 22
    • First let’s look at when Social Media and Retail first met© Copyright 2010 Sapient Corporation | Confidential 23
    • Social Media and Retail: Rough First Couple of Dates WHAT are they saying WHERE are they saying about my brand? it? WHY are they saying it?WHO is saying it? HOW do I engage with HOW can I leverage what them? they’re saying? It’s a new CHANNEL! I’m ok with this, I think. Retailers are just getting a handle on social media and your ability to write whatever you want about them © Copyright 2010 Sapient Corporation | Confidential 24
    • But now you can come in, snap a picture, and compareprices online and near your location using an appRetailers are still figuring out what to do with these new channels– how do you maintain control when consumers can price shopin every aisle © Copyright 2010 Sapient Corporation | Confidential 25
    • To address these changes, retailers are creating a newin-store experience Digital Signage Touch Display Mobile { In-Store Experience } Point of Sale © Copyright 2010 Sapient Corporation | Confidential 26
    • With improved loyalty and rewards initiatives © Copyright 2010 Sapient Corporation | Confidential 27
    • And new floorplans and new designs © Copyright 2010 Sapient Corporation | Confidential 28
    • Which enable more personalization & data throughbrand-owned apps and experiencesGoals:Know Customers BetterLeverage DataImprove/Increase Customer Affinity and Satisfaction © Copyright 2010 Sapient Corporation | Confidential 29
    • What Does This Mean For Consumers?© Copyright 2010 Sapient Corporation | Confidential 30
    • Consumers implications   They will be watching: less privacy   Improved channel choice   More interactivity © Copyright 2010 Sapient Corporation | Confidential 31
    • They will bewatching: lessprivacy © Copyright 2010 Sapient Corporation | Confidential 32
    • Improved channel choiceConsumers have manymore connections to tv/videothe brand communities mobile email online store THE syndication BRAND microsites kiosk display ads retail search promotions print partnerships © Copyright 2010 Sapient Corporation | Confidential 33
    • More fun in the mall © Copyright 2010 Sapient Corporation | Confidential 34
    • Privacy: the near future © Copyright 2010 Sapient Corporation | Confidential 35
    • Some important questions remain   How comfortable will consumers be with the privacy implications of personalized product offers and location-aware apps owned by the major retailers?   To what degree will physical stores continue to be important? The Redbox effect?   How adaptable will the U.S. consumer be to the new kiosks and mobile device integration – walk in and swipe your phone on the kiosk? © Copyright 2010 Sapient Corporation | Confidential 36
    • Questions?© Copyright 2010 Sapient Corporation | Confidential 37
    • Appendix© Copyright 2010 Sapient Corporation | Confidential 38
    • Kiosks, Phones, Tablets,Signage – Retail is Different © Copyright 2010 Sapient Corporation | Confidential 39
    • The digital customer experienceDigital mindset is influencing how consumers see retail There is a big difference between watching & participating Traditional media most often involves a static push experience. But consumers are now looking for traditional retail experiences to respond and engage them the same way digital experiences do The game has changed…© Copyright 2010 Sapient Corporation | Confidential 40