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DIGITALDISRUPTION
INRETAILDesigningretailinthedigitalera
THESALESFUNNELISDEAD
Digitalisarevolutioninbuyingbehavior,notinmedia
THEBIGGESTDIGITALDISRUPTIONINRETAIL
is note-commerceassuch,butwindowshoppingandsame-daydelivery
AMAZONISALREADYINPETFOOD,
ZALANDOWILLCONSIDERIT
Amazonoutperformseveryoneonprice,digitalfootprintandcustomerservice
(Readt...
DISRUPTIVEBUSINESSMODELS
Themakermovementistoproductionwhat
bloggingwastothepublishingindustry
CURATIONOFUNIQUEPRODUCTS
Curationisthenewflashsale
DISRUPTIONINTHESERVICEINDUSTRY
byunlockingtheincrediblepotentialofconnectedpeople
RETAILERS
DISRUPTMEDIA
HiredtopeditorialteamfromHarper’sBazaar
1million+Facebookfans
328.000followersonInstagram
1,78milli...
DIGITALRETAILISALLABOUTCONVERSION
Everydigitalplayerisobsessedwith convertingreachintocontactandcontactintosales
WHATTHISMEANSFOR
ADVERTISING,BRANDING
ANDCAMPAIGNING
IT’SNOTTHEWEBSITE,IT’STHEOBJECT
90%ofallshoppingishappeningoutsidethewebsite.
(Reed’s law)
STUMBLINGISTHENEWSEARCHING
sophotographyanddesignismoreimportantthanever
(Reed’s law)
STUMBLINGISTHENEWSEARCHING
sophotographyanddesignismoreimportantthanever
SUPERMARKETMODEL
VSRETAILMODEL
Mostwebshopsfailtostepoutside
thesupermarketparadigm
BUILDCONVERSATIONINTOTHEPRODUCT

Designforexcitementandforsharing
BEHAVIORISTHENEWBRANDING
andfiltersarethenewbrandbuilding
(Reed’s law)
WHATIFTHEDEALISTHENEWNORM?
Designforuncomparability
TACTICSISTHENEWCREATIVE
GETMANIACALABOUTPERSUASIONDESIGN
Peoplecanonlyunderstandrelativevalue,notabsolute.
Anchoringispropablythemostevilforceinto...
DESIGNISSTRATEGY
Everyletter,everye-mail,everywebsiteistheonlyinterfacethroughwhich

customerstouchuponthestrategy.Strateg...
DISRUPTINGTHEINTERNETOFWITHTHINGS
VS
Link
BUSINESSMODELS
FORTHENETWORKEDWORLD
www.Paybacksweater.com BaconSprinkelsonKickstarter
“THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL,
NOTTECHNOLOGICAL”
RorySutherland,TedxAmsterdam
THREEAREAS
YOUNEEDTO
MASTERTODAY
1.BEHAVIORALDESIGN
Behavioraleconomics,persuasiondesign,…
http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-gamification-and-its-discontents	

...
Executingthestrategyandachievingfailure
versusexperimenting,optimizinganddiscoveringthebusinessmodel
“What differentiates d...
Howdoyoudo?
tom@sueamsterdam.com
0655360771
Digital Thinking on Retail - keynote Interzoo Summit
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Digital Thinking on Retail - keynote Interzoo Summit

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A presentation on how digital is transforming the rules of retail and how we should rethink marketing, advertising and campaigning.

Published in: Retail, Business, Design
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Transcript of "Digital Thinking on Retail - keynote Interzoo Summit"

  1. 1. DIGITALDISRUPTION INRETAILDesigningretailinthedigitalera
  2. 2. THESALESFUNNELISDEAD Digitalisarevolutioninbuyingbehavior,notinmedia
  3. 3. THEBIGGESTDIGITALDISRUPTIONINRETAIL is note-commerceassuch,butwindowshoppingandsame-daydelivery
  4. 4. AMAZONISALREADYINPETFOOD, ZALANDOWILLCONSIDERIT Amazonoutperformseveryoneonprice,digitalfootprintandcustomerservice (ReadthisMcKinseyRadarfortheE-commercemarket)
  5. 5. DISRUPTIVEBUSINESSMODELS Themakermovementistoproductionwhat bloggingwastothepublishingindustry
  6. 6. CURATIONOFUNIQUEPRODUCTS Curationisthenewflashsale
  7. 7. DISRUPTIONINTHESERVICEINDUSTRY byunlockingtheincrediblepotentialofconnectedpeople
  8. 8. RETAILERS DISRUPTMEDIA HiredtopeditorialteamfromHarper’sBazaar 1million+Facebookfans 328.000followersonInstagram 1,78milliondownloadsfortheapps ! Contentbuildstheaudience Verydiversecontactstrategy Incrediblepersuasivedesign
  9. 9. DIGITALRETAILISALLABOUTCONVERSION Everydigitalplayerisobsessedwith convertingreachintocontactandcontactintosales
  10. 10. WHATTHISMEANSFOR ADVERTISING,BRANDING ANDCAMPAIGNING
  11. 11. IT’SNOTTHEWEBSITE,IT’STHEOBJECT 90%ofallshoppingishappeningoutsidethewebsite.
  12. 12. (Reed’s law) STUMBLINGISTHENEWSEARCHING sophotographyanddesignismoreimportantthanever
  13. 13. (Reed’s law) STUMBLINGISTHENEWSEARCHING sophotographyanddesignismoreimportantthanever
  14. 14. SUPERMARKETMODEL VSRETAILMODEL Mostwebshopsfailtostepoutside thesupermarketparadigm
  15. 15. BUILDCONVERSATIONINTOTHEPRODUCT
 Designforexcitementandforsharing
  16. 16. BEHAVIORISTHENEWBRANDING andfiltersarethenewbrandbuilding
  17. 17. (Reed’s law) WHATIFTHEDEALISTHENEWNORM? Designforuncomparability
  18. 18. TACTICSISTHENEWCREATIVE
  19. 19. GETMANIACALABOUTPERSUASIONDESIGN Peoplecanonlyunderstandrelativevalue,notabsolute. Anchoringispropablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)
  20. 20. DESIGNISSTRATEGY Everyletter,everye-mail,everywebsiteistheonlyinterfacethroughwhich
 customerstouchuponthestrategy.Strategiststendtoundervaluethis.
  21. 21. DISRUPTINGTHEINTERNETOFWITHTHINGS VS Link
  22. 22. BUSINESSMODELS FORTHENETWORKEDWORLD www.Paybacksweater.com BaconSprinkelsonKickstarter
  23. 23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL, NOTTECHNOLOGICAL” RorySutherland,TedxAmsterdam
  24. 24. THREEAREAS YOUNEEDTO MASTERTODAY
  25. 25. 1.BEHAVIORALDESIGN Behavioraleconomics,persuasiondesign,…
  26. 26. http://codingconduct.cc/Don-t-Play-Games-With-Me http://www.slideshare.net/dings/pawned-gamification-and-its-discontents http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch) When a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero. 2.GAMEDESIGN Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning interestingchoices(SebastianDeterding)
  27. 27. Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel “What differentiates digital thinking CMOs from their analog colleagues 
 is aggressive experimentation” sue.am/18VGURy 3.LEANSTART-UP
  28. 28. Howdoyoudo? tom@sueamsterdam.com 0655360771
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