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.

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

More in: Retail , Business , Design
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Transcript

  • 1. DIGITALDISRUPTION INRETAILDesigningretailinthedigitalera
  • 2. THESALESFUNNELISDEAD Digitalisarevolutioninbuyingbehavior,notinmedia
  • 3. THEBIGGESTDIGITALDISRUPTIONINRETAIL is note-commerceassuch,butwindowshoppingandsame-daydelivery
  • 4. AMAZONISALREADYINPETFOOD, ZALANDOWILLCONSIDERIT Amazonoutperformseveryoneonprice,digitalfootprintandcustomerservice (ReadthisMcKinseyRadarfortheE-commercemarket)
  • 5. DISRUPTIVEBUSINESSMODELS Themakermovementistoproductionwhat bloggingwastothepublishingindustry
  • 6. CURATIONOFUNIQUEPRODUCTS Curationisthenewflashsale
  • 7. DISRUPTIONINTHESERVICEINDUSTRY byunlockingtheincrediblepotentialofconnectedpeople
  • 8. RETAILERS DISRUPTMEDIA HiredtopeditorialteamfromHarper’sBazaar 1million+Facebookfans 328.000followersonInstagram 1,78milliondownloadsfortheapps ! Contentbuildstheaudience Verydiversecontactstrategy Incrediblepersuasivedesign
  • 9. DIGITALRETAILISALLABOUTCONVERSION Everydigitalplayerisobsessedwith convertingreachintocontactandcontactintosales
  • 10. WHATTHISMEANSFOR ADVERTISING,BRANDING ANDCAMPAIGNING
  • 11. IT’SNOTTHEWEBSITE,IT’STHEOBJECT 90%ofallshoppingishappeningoutsidethewebsite.
  • 12. (Reed’s law) STUMBLINGISTHENEWSEARCHING sophotographyanddesignismoreimportantthanever
  • 13. (Reed’s law) STUMBLINGISTHENEWSEARCHING sophotographyanddesignismoreimportantthanever
  • 14. SUPERMARKETMODEL VSRETAILMODEL Mostwebshopsfailtostepoutside thesupermarketparadigm
  • 15. BUILDCONVERSATIONINTOTHEPRODUCT
 Designforexcitementandforsharing
  • 16. BEHAVIORISTHENEWBRANDING andfiltersarethenewbrandbuilding
  • 17. (Reed’s law) WHATIFTHEDEALISTHENEWNORM? Designforuncomparability
  • 18. TACTICSISTHENEWCREATIVE
  • 19. GETMANIACALABOUTPERSUASIONDESIGN Peoplecanonlyunderstandrelativevalue,notabsolute. Anchoringispropablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)
  • 20. DESIGNISSTRATEGY Everyletter,everye-mail,everywebsiteistheonlyinterfacethroughwhich
 customerstouchuponthestrategy.Strategiststendtoundervaluethis.
  • 21. DISRUPTINGTHEINTERNETOFWITHTHINGS VS Link
  • 22. BUSINESSMODELS FORTHENETWORKEDWORLD www.Paybacksweater.com BaconSprinkelsonKickstarter
  • 23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL, NOTTECHNOLOGICAL” RorySutherland,TedxAmsterdam
  • 24. THREEAREAS YOUNEEDTO MASTERTODAY
  • 25. 1.BEHAVIORALDESIGN Behavioraleconomics,persuasiondesign,…
  • 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. Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel “What differentiates digital thinking CMOs from their analog colleagues 
 is aggressive experimentation” sue.am/18VGURy 3.LEANSTART-UP
  • 28. Howdoyoudo? tom@sueamsterdam.com 0655360771