Presentation from Retail’s BIG Show, January 15-17, 2017. JON REILY, VP, Commerce Strategy, Razorfish STEVE WHITE, VP, Commerce Strategy, Razorfish

1. Serving Customers in the Era of
Cogni3ve Commerce
JON REILY, VP, Commerce Strategy, Razorfish
STEVE WHITE, VP, Commerce Strategy, Razorfish

2. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Today’s Presenters
Jon Reily
VP, Commerce Strategy
@jonreily
Steve White
VP, Commerce Strategy
@steveewhite
SapientRazorfish

3. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
4,000 Years Ago 20 Years Ago
SapientRazorfish

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Self-service
We live in a great big world of self-service,
and we like it. As consumers we love to be
empowered with information, choose how
we get products and even purchase when
and where we want.
Photo:Wired

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Guidance
Self-service has changed expectations
around commerce interactions, making
expertise, guidance and context more
valuable than they have ever been.
Photo:npr.org

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How shoppers get guidance is
becoming fragmented and
they use many tools to inform
and guide their decisions.
Thanks to mobile, consumers interact with brands much
more frequently than they used to, but they still seek out
humans for help and guidance.
Sources: “Micro-Moments: Your Guide to Winning the Shift to Mobile”, Google 2015; “Digital
Disconnect in Customer Engagement”, Accenture 2016
use multiple screens to
research products and
make purchases90%
of smartphone users use
their device to inform
purchase decisions82%
of consumers seek out
humans to get advice and
resolve service issues73%
SapientRazorfish

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3-out-of-4 of consumers say
their service needs are best
met by a combination of digital
and traditional channels
It has become essential to offer advice and service across a
range of digital and human channels.
Sources: “Customer Care Evolution”, PWC 2015; “Overcoming Obstacles to Digital Customer
Care”, McKinsey, 8/15; “Digital Disconnect in Customer Engagement”, Accenture 2016
Increase in consumer
satisfaction with digital
customer service
33%
Say the physical store is the
best channel for a tailored
experience
46%
Of people prefer live
interaction vs. digital when
it comes to getting advice
77%
SapientRazorfish

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Service options continue to
diminish in traditional retail
while exploding in digital
Closing stores and re-definition of the retail space mean that
currently there are limited options to scale personal contact
outside of the call-center and LiveChat
Sources: “Customer Care Evolution”, PWC 2015; “Overcoming Obstacles to Digital Customer
Care”, McKinsey, 8/15; “Digital Disconnect in Customer Engagement”, Accenture 2016
Phone calls to companies
will be generated by mobile
search in 2018
73billion
SapientRazorfish

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37% of Americans are
willing make purchases
via Chatbots.
and, these consumers would spend an average of
more than $55 per transaction
Source: “The Dose” - DigitasLBi Research,2016
Photo:
Amazon

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Source: “The Dose” - DigitasLBi Research,2016

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Potential Annual US Salary Savings Created by Chatbots
Source: BI Intelligence, McKinsey estimates, US Office of Personnel Management, 2016
…but 7-out-of-10 people are not likely to use a Chatbot
again following a bad experience
SapientRazorfish

12. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17Bots can answer questions, but provide service?
Humans
In-store
Call Centers
Humans
Hard to scale
Expensive
Bots
Natural Voice
Provide Scale
High Adoption
Bots
Fixed Outcomes
Doesn’t Learn
Bots
SapientRazorfish

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Our Sitecore
Limited Collaboration
No Dynamic Visualization
Fixed Outcomes
Status Quo Evolved
Where do we want to go?
This space is ripe for evolution in guidance at scale, furthering customer access while
addressing the most pressing obstacles to implementation.
No Context
Real-time Collaboration
Dynamic Visualization
Unlimited Outcomes
Personalized Context
SapientRazorfish

14. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17AI will fuel the next level of customer service
Bots
Artificial Intelligence
Learns
Enhances Human
Interactions
Scales Human
Expertise
Lots of technologies
AI
SapientRazorfish
Artificial Intelligence
Lots of technologies

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Personalization In
The Moment
… to provide context for
products and services
through the lens of a
shopper’s life
Photo:
Nike

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Yubii is an intelligent virtual agent that combines
the best of digital and retail channels to provide
fast, effective, personalized guidance at every
stage of the customer journey.
SapientRazorfish

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SapientRazorfish

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What is an Intelligent Digital Agent?
SapientRazorfish
Learning
Algorithms
A combination of deep learning algorithms
and rich data that lives in the cloud and
can power a broad range of digital
customer experiences.
A
Persona
With a distinctive voice and natural-
seeming intuition – that can have a
conversation with your customers using
normal language.
A Virtual
Representative
A virtual “representative” for your brand,
who can help your customers with all
kinds of common tasks, like shopping for
complex products, finding help and
support, or even controlling digital
products and services.

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The Yubii platform includes an
Agent Console and Consumer Device
SapientRazorfish
Agent Console Consumer Device

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The Yubii platform includes an
Agent Console and Consumer Device
SapientRazorfish
Browse SyncChat Speak

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Browsing mode promotes
discoverability through infinite
scrolling, full screen, content
cards displaying the brand’s
coolest products and services.
SapientRazorfish
Browsing makes it easy for the user to
explore before they engage in a
conversation.

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Chat bot mode enables fast
and easy answers to
consumers’ questions at any
point in the customer journey.
SapientRazorfish
Users can seamlessly transition between
experience modes by engaging the
bottom navigation.

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In Speak mode users can
converse with a digital agent
and interact with a 3D object
simultaneously.
SapientRazorfish
Contextual information is presented based
on the object’s orientation, scale, and the
question asked.

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Sync mode enables live
collaboration between a
customer and a brand agent.
SapientRazorfish
Users can chat or synchronize their
screens in Sync mode.

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The Agent Console
synchronizes content cards
and provides instant access
to Brand Intelligence.
SapientRazorfish
The Yubii Console enables the Agent to
ask brand- related questions like “What do
my customers care most about”.

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What is “brand intelligence”?
SapientRazorfish
Product
logic
Metadata, SKUs, pricing,
configuration options, etc.
Customer
logic
Segments, channel preferences,
relationship history, etc.
Contextual
logic
Physical location, seasonality, time of
day, etc.
It is a unique approach to AI that unites and evaluates multiple types of data and business rules.
It includes algorithms that improve over time.

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Thank You
SapientRazorfish