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How to solve the paradoxal issue between less touchpoints and more in-store experience?
Hyper-connectivity, omnichannel, seamless payment, transparency and customer experience: these are among the trends we observed during the NRF Retail’s Big Show so as to understand what Retail means in 2018.
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  1. 1. N R F R E T A I L ’ S B I G S H O W 2 0 1 8 - N E W Y O R K C I T Y Retail Trends
  2. 2. I N T R O D U C T I O N Adeline Çabale CEO & Co-Founder Retail Factory Does the idea of receiving your lunch box by drone directly at your work place seems foreign to you? And yet… Like the rest of our culture, our relationship to consumption is rapidly developing, and new technologies have changed the way we work, network, love, and particularly, buy. The NRF Retail’s Big Show, one of the biggest Retail show in the world, is held every January in New York City. This is where the leaders of global distribution are meeting with the most innovative startups, stores not afraid to experiment, and all Retail professionals. Bringing in their own cultures, the latter are here to analyze consumers’ global buying practices. In 2018 – under the influence of the digital actors – the accent was clearly put on the new retailers’ moto worldwide: make it simpler to engage better. You will find in this report a detailed panorama of the retail ecosystem’s major actors, new in-store experiences, pure players opting for the brick-and-mortar solution, top-notch technologies, and many more useful insights into this ever changing world. Want more? We will also provide key in hand solutions to sharpen your Retail strategy.
  3. 3. 12 French Tech gifted children 400 Interventions from experts 10Global Leaders Amazon, Google, Facebook, Apple, GE, Ebay, IBM, Microsoft, Walmart, Alibaba 5Great International Delegations (Brazil, Canada, France United- Kingdom, Mexico) 35 000 Participants 18 000 Retailers N R F 2 0 1 8 I N N U M B E R S
  4. 4. ‘‘ ’’ Retail is asking what can we offer to the consumer that they couldn’t get from their couch. RACHEL SHECHTMAN Founder of Story concept store, NYC 4
  5. 5. In 2020, 80% of brand interactions will be devoid of human interaction. And 60% of French people declare that they want the stores to offer something more than just a buying experience(1). How can we solve the paradox permeating retail and brand problematics? Hyperconnectivity, omnichannel, payment, transparency, and experience… These are among the trends that the NRF Retail’s Big Show aims to decrypt to understand retail in 2018. 5
  6. 6. 1 2 T R E N D S Community Retail 1 In-Store Services 2 Instagrammable Stores 3 Customization 4 One-to-one Appointment 5 Educational Retail 6 Sustainable Retail 7 Autonomous Stores 8 Easy Payment 10 11 Back Office Innovations 12 Augmented Stores 6 Voice ordering 9
  7. 7. Community Retail 1 In-store Services 2 Instagrammable Stores 3 Customisation 4 One-to-one Appointment 5 Educational Retail 6 Sustainable Retail 7 Autonomous Stores 8 Easy Payment 10 11 Back Office Innovations 12 Augmented Stores 6 Voice Ordering 9 1 2 T R E N D S
  8. 8. F U L L V E R S I O N H E R E Discover the 12 trends in our full report.
  9. 9. C O M M U N I T Y R E T A I L 1
  10. 10. More and more brands chose “Community Retail” to engage with their clients. The idea behind it? Foster a community of consumers by bringing them together around values, habits, or services provided by the brand. If the point of Community Retail is to foster customer engagement around the brand, there’s also a real desire for the employees to be involved in the creation of this community. “Customer experience is on par with employee experience” is a more and more popular mantra, outlining the symmetry between client and staff so that they both get a premium experience. Community Retail is on the rise and reaches all sorts of brands: mainly sportswear, but also concept-stores, the car industry, etc. 8
  11. 11. 11 1 - C O M M U N I T Y R E T A I L R A P H A 1 5 9 P r i n c e S t r e e t , S o H o THE BRAND “There’s no need to look like a clown while cycling.” This is the catch phrase of Simon Mottram, English creator of the brand Rapha, dedicated to cyclists since 2004. Thus was created the first brand inspired by luxury standards revolving around cycling. A blend of masterful communications, a distribution network across 17 stores opened worldwide, and development projects in Europe and the US. WHY IS THAT INTERESTING? Rapha’s stores are one of a kind: you can have a coffee, watch live cycling races, attend exhibitions, buy a cycling outfit, or rent a bike. Riders benefit from personalized assistance by expert sellers – technical advice, tips, etc. The brand also regularly organizes group races for their best customers, to gather passionate cyclists and emulate the brand. Rapha offers a membership for $200 per year, giving access to a newsletter about the brand and the community, discounts on rides, and a free coffee per day at any Rapha store among other advantages. The brand completely embraced the Community Retail trend: gathering clients around shared interests and activities.
  12. 12. 13 The store becomes a place for living, sharing, meeting, and experiencing with people sharing a common culture and passion. “Community Retail” is based on a symmetrical attention to clients- employees, who in turn become the brand’s best ambassadors. The principle of vertical communities is mainly seen in the sport industry at the moment, but is reaching the sectors of food, lifestyle, and decoration. ,,, K E Y P O I N T S T O R E M E M B E R
  13. 13. I N - S T O R E S E R V I C E S 2
  14. 14. I N S T A G R A M M A B L E S T O R E S 3
  15. 15. t Brands have no doubt about the fact that engaging their clients on social networks is a massive asset. Newcomers in retail shout it loud and clear: stores have to be designed to be “instagrammable”, and fit in the social media culture. The aesthetics are minutely designed to create stores that encourage customers to take pictures and selfies, and to share them with their online community on social networks. These social media strategies show results, and are a good way to advertise and create brand visibility for free, especially when stars like Beyonce – 111 million followers on Instagram – take a selfie onsite… 23
  16. 16. 16 3 - I N S T A G R A M M A B L E S T O R E S M U S E U M O F I C E C R E A M 2 0 1 8 E 7 t h P l a c e , L o s A n g e l e s THE BRAND Museum of Ice Cream, launched in 2017 in New York as a temporary exhibition, is an interactive museum-store offering ice creams and candies in a maze of colorful and quirky rooms. Now in Los Angeles, Miami, and San Francisco, Museum of Ice Cream is the success story of a 25-year-old entrepreneur dreaming of a “new Disneyland”. Visitors can buy their tickets online for $29 and spend as much time as they want in this place decidedly designed for millennials. WHY IS THAT INTERESTING? Museum of Ice Cream is a perfect example of in-store social media strategy: all the rooms have been thought out to trigger the visitor into taking pictures in a magical environment. To date, more than 135,000 posts can be found on Instagram displaying the hashtag #museumoficecream. And the project is showing no sign of recessing since its founder, Maryellis Bunn, plans to eventually open 180 Museums of Ice Cream worldwide. In the rooms composing this maze you can find, among other things, a rock-candy cave, a unicorn, and a rainbow sprinkles pool. The exhibitions are the perfect backgrounds for selfies, and the numerous pictures displayed on Instagram, Flickr, Facebook, and other social media platforms help promoting the brand. Visitors get a number of samples throughout their visit. Tickets must be purchased in advance for a specific time slot. And it’s working! Tickets are sold out in few hours, and the clients/visitors have to queue before they can get in.
  17. 17. C U S T O M I Z A T I O N 4
  18. 18. O N E T O O N E A P P O I N T M E N T 5
  19. 19. E D U C A T I O N A L R E T A I L 6
  20. 20. S U S T A I N A B L E R E T A I L 7
  21. 21. A U T O N O M O U S S T O R E S 8
  22. 22. V O I C E O R D E R I N G 9
  23. 23. E A S Y P A Y M E N T 10
  24. 24. Many companies try to get rid of queueing and checkouts that are the buyers main deterrent. That is why new, faster checkout concepts based on self-service are appearing on the market. The main idea is to provide the customers with a global service that allows them to pay for their chosen items directly without having to wait: they are autonomous and free within their buying experience. Very advanced technologies are also being launched, like biometric payment. 80
  25. 25. 25 A L I B A B A S M I L E T O P A Y Smile to Pay is a new Alibaba service, tried out at partner KFCs in Hangzhou, China. Unlike the fingerprint activated Visa card, this method requires investment from the distributors that wish to implement it. Alibaba is already using the Face++ facial recognition technology for its employees badging in. Developed by the Beijing based startup Megvii, you can also use it to pay for your taxi or book a train ticket. Face++ is currently worth $1 billion and was singled out among the 10 ground-breaking innovations of 2017 by the MIT. China is an advanced laboratory for facial recognition, which uses are investigated by companies as well as public authorities. At KFC, clients can pay with facial recognition. It still works if you change hairstyle or color. This technology has only been implemented in China so far. 1 0 - E A S Y P A Y M E N T WHY IS THAT INTERESTING? H a n g z h o u , C h i n a
  26. 26. A U G M E N T E D S T O R E S 11
  27. 27. B A C K O F F I C E I N N O V A T I O N S 12
  28. 28. F U L L V E R S I O N H E R E Discover all the Retail trends from the NRF Retail's Big Show in our full report. 12 retail insights deciphered All the key figures you cannot miss More than 50 concrete cases Take-aways that can be activated for your brand
  29. 29. YOU WERE NOT IN NEW YORK? Adeline ÇABALE CEO & Co-Founder +33 6 83 63 31 64 R E T A I L F A C T O R Y Office @ WeWork 33 rue Lafayette 75009 Paris A N D W H A T I F N E W Y O R K C O M E S T O Y O U ? C O N T A C T U S F O R A T A I L O R E D C O N F E R E N C E