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What we saw in 2014…
• For 2014, experts predicted that
omnichannel will become the
norm, empowering customers to
interact...
Rebecca Minkoff
North-America
Combining a brick-and-mortar
experience with convenient online
shopping
• Partnering up with...
Kate Spade Saturday
North-America
Interactive storefronts for non-stop
business
• Kate Spade Saturday partnered up with
eB...
JustFab
North-America
Integrating online features into the
store
• A formerly online-only merchant who has
also tapped int...
Piperlime
North-America
Ordering clothing straight from the
store
• Another example that has already been
realized before ...
Deckers Outdoor
North-America
‘Innovation lab’ in-store concept
• Deckers Outdoor opened its first brick-and-
mortar store...
Westfield
North-America
Designing the connected mall of the
future
• The shopping mall network’s Westfield
Labs initiative...
Selfridges
Europe
Strengthening online for market
expansion
• In Fall 2014, London-based Selfridges
department store annou...
Oasis
Europe
Seek & Send: multi-channel inventory
• Oasis has introduced some innovative
solutions integrating offline and...
Boxpark
Europe
Market Place: combining in-store
with online payment
• Boxpark is a trendy pop-up mall in East
London, feat...
Sephora
Europe
‘All in’ for a great shopping
experience
• At their stores, they organize special
events and sessions to ma...
Bonobos
North-America
Guideshops: ‘fitting room’ concept
complementing online
• Even if New York-based Bonobos
opened thei...
Warby Parker
North-America
Sophisticated brand experiences
• An online eyewear retailer that has
reached ‘hip’ status than...
Birchbox
North-America
Product discovery gets physical
• Birchbox, the popular beauty sample
delivery service that had pre...
Story
North-America
Restlessly reinventing the customer
experience
• Story has ‘point of view of a magazine;
changes like ...
Fiat
Europe
Showing cars to online visitors via
real-time video from the showroom
• A disruptive solution to the painful
p...
Yves Saint Laurent
North-America
Personalized beauty tips recorded in
real time
• Recording make-up counter makeovers
in r...
SwimSpot
North-America
Live personal assistance for
confidence
• After successful experiments with pop-
up shop projects, ...
Macy’s
North-America
Personalized offers in-store
• Macy’s has been experimenting with the
iBeacon technology, sending
per...
Waitrose
Europe
Personalized offers at the right
moment
• Waitrose has also been one of the first
retailers experimenting ...
Bloomingdale’s
North-America
Mobile app combining features for
online and physical retail
• Although their app has been in...
Hointer
North-America
Self-service jeans
• At the Hointer flagship store in Seattle,
there are virtually no salespeople. O...
CVS Pharmacy
North-America
Virtual tour connecting mobile with
physical stores
• CVS Pharmacy is focusing on
personalized ...
IKEA
Europe
Previewing products in home
environment via augmented reality
• IKEA has launched an augmented reality
app acc...
Lowe
North-America
Holoroom, an augmented reality
furniture showroom
• Lowe’s Holoroom is a home
improvement simulator tha...
Topshop
Europe
Sharing a runway experience in real
time
• For the London Fashion Week AW14,
Topshop Unique partnered with ...
+1: Amazon
North-America
Giant brick-and-mortar dreams of
the e-commerce giant
• This year, Amazon has secured a 12-
store...
What will we see in
2015?
• As contemporary customers want to
shop when, where and how they want,
retailers will continue ...
Learn more about the future of the store experience in our free
new white paper:
10 tips to create an effective
omnichanne...
Learn more
The Future of Innovative Shopping Experiences by Retailers
The Future of Innovative Shopping Experiences by Retailers
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The Future of Innovative Shopping Experiences by Retailers

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25+1 Retail and E-commerce stores paving the way for an omnichannel fusion between digital and brick-and-mortar. See our free new white paper for more examples: http://info.whisbi.com/whitepaper-omnichannel-retail.html

Top innovations and inspiring examples from 2014 with brands such as Rebecca Minkoff, Kate Spade Saturday, Fiat, Birchbox, IKEA. Taking a look at which trends will continue to evolve in 2015, such as 'store as showroom', unique customer experiences, beacons, wearable technology, mobile etc.

Published in: Retail
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The Future of Innovative Shopping Experiences by Retailers

  1. 1. What we saw in 2014… • For 2014, experts predicted that omnichannel will become the norm, empowering customers to interact and complete purchases on their own terms, in a smooth and seamless way. • The importance of personalized in- store experiences and mobile solutions have also been paving the way for a new retail era. • The following 25+1 exciting retail and e-commerce initiatives are a clear sign of these game-changing trends. • Note: some of the examples have been introduced earlier, but thanks to their pioneer spirit, they’re still worth mentioning. Current trends
  2. 2. Rebecca Minkoff North-America Combining a brick-and-mortar experience with convenient online shopping • Partnering up with eBay to better integrate channels. • Their shop is equipped with oversize screens where customers can browse apparel or request items in their size to try on. • In exchange for their phone number, customers get a text notification when their fitting room is ready. Inside, they can use touch screen mirrors to request further items or ask for live assistance. • An assistant can help shoppers check out straight from the fitting room via PayPal. Customers can request a link to the items they’ve tried on so that they can buy them later online. Minkoff took a problem-solution approach to technology: “What would be the ideal way of shopping that would take away the pain points?” Omnichannel Insight: 84% of customers believe that retailers should be doing more to better integrate their offline and online channels. Read more
  3. 3. Kate Spade Saturday North-America Interactive storefronts for non-stop business • Kate Spade Saturday partnered up with eBay last year, creating an authentic 24/7 shopping experience. • The store has been equipped with shoppable windows, so that customers may even purchase products after a late night dinner or on a sleepy Sunday morning. • A store that virtually ‘never closes’ and combines the retail experience with the convenience of online shopping. • One of the most exciting examples of the new ‘click-and-mortar’ retailer generation. Watch: https://www.youtube.com/watch?v=eOUy98Y_AkY “Suddenly the physical store, by virtue of online technology, extends to any space that’s interesting to use.” Omnichannel Read more
  4. 4. JustFab North-America Integrating online features into the store • A formerly online-only merchant who has also tapped into the brick-and-mortar world to combine the online customer experience with the joy of physical retail. • However, they’ve kept the perks of digital and integrated them into the physical space in smart ways. • For example, customers can watch videos similar to those found on the retailer’s ecommerce website, explaining how to wear a particular item. • The sales team has also been equipped with iPad and an app that allows them to search the inventory or request products. • Promoting their core subscription-based online business, customers can also sign up to the service while visiting the store. “We are giving customers a new way to connect with the brand and to experience the JustFab world in person.” Omnichannel Read more
  5. 5. Piperlime North-America Ordering clothing straight from the store • Another example that has already been realized before 2014, yet it is still one of the most remarkable store initiatives dedicated to ‘omnichannel shopper needs’. • No need to worry if the store has run out of a certain item: customers can use the touchscreens to purchase items and get them delivered straight to their home. • On the other hand, the store itself can also work like a showroom, letting customers see the apparel instead of offering online preview only. Omnichannel Read more
  6. 6. Deckers Outdoor North-America ‘Innovation lab’ in-store concept • Deckers Outdoor opened its first brick-and- mortar store near the company HQ in California in 2014. • The huge store features the company's seven footwear brands, most notably Ugg Australia, all under one roof. • The store integrates various high-tech investments as part of an ‘innovation lab’ concept, helping the company improve its omnichannel strategy. • It’s equipped with iPads where customers can order items online if the shop has run out of stock and get them shipped free of charge. • A large touchscreen monitor also allows customers to customize footwear such as boots or slippers – for a truly personalized shopping experience. “With this 'innovation lab,' we're better able to listen to customers' feedback, make product adjustments more efficiently, and heighten the overall customer experience.” Omnichannel Read more
  7. 7. Westfield North-America Designing the connected mall of the future • The shopping mall network’s Westfield Labs initiative has run experiments inside their San Francisco location, trying to find innovative ways to integrate digital into their physical space. • They have incorporated different initiatives, letting providers and retailers test new ideas. • For example, they have been testing a mobile and web based food ordering service that lets nearby office workers and residents order from the food court. • With eBay’s help, they’ve also set up shoppable glass screens where shoppers could browse products from the different in-house retailers and buy them from a mobile device. “A lot of companies that have started online are interested in figuring out the brick-and-mortar world, but they want safe environments to test it out.” Omnichannel Read more
  8. 8. Selfridges Europe Strengthening online for market expansion • In Fall 2014, London-based Selfridges department store announced that they were going to invest £40 million in multichannel sales innovation. • The company plans to pay special attention to their online presence as 80% of its available brands and products are also sold online besides their core retail location. • This is also crucial in terms of market expansion, as many of the online customers are international, multiplying their sales potential. • They’ve also been experimenting with an interesting click and collect service: practically a ‘drive-thru’ for luxury products where customers could purchase the desired goods online and pick it up any time. Omnichannel Read more
  9. 9. Oasis Europe Seek & Send: multi-channel inventory • Oasis has introduced some innovative solutions integrating offline and online. • For example, sales assistants carry iPads in the store so that they can help customers by checking colors, sizes and availability. • If the product the customer has fallen in love with isn’t available in that specific store, the assistants can use the tablet to order it for the customer online. • They also have a service called Seek & Send which works the other way around. It searches the company’s physical stores’ inventory and sends an item straight to the customer’s home if it is sold out online. • These ways, they can better integrate channels and ensure that customers will always find – and get – what they want. Omnichannel Read more
  10. 10. Boxpark Europe Market Place: combining in-store with online payment • Boxpark is a trendy pop-up mall in East London, featuring cool consumer brands in verticals such as apparel, home design and consumer electronics. • Market Place is a partnership between Boxpark, Magento and PayPal that provides tenants with ecommerce, digital marketing and iPad- based point-of-sale solutions to be able to run business across all channels from their stores. • Customers are able to feel and try on the goods at the different Boxpark stores, yet they can still complete the purchase by convenient online payment. “Nothing can replace the touch and feel of being in a store. A store is the best experience you can give a customer.” Watch: https://www.youtube.com/watch?v=eY9EcOePp7Q OmnichannelOmnichannel Read more
  11. 11. Sephora Europe ‘All in’ for a great shopping experience • At their stores, they organize special events and sessions to make them worth a visit. Interactive mirrors developed by AR provider Modiface make the experience even more innovative – and fun. • However, they’ve also made their e- commerce website easy to purchase from, besides setting up a shoppable social network called Beauty Board. • The cherry on top is their mobile app, allowing customers to scan barcodes or access their previously assembled online wish lists to complement their in-store experience. • The ‘My Beauty Bag’ function also makes it easy for customers to keep track of their favorite products and be able to order them from any device. “By connecting the store with mobile, Sephora is able to combat showrooming, provide an enhanced shopping experience and drive loyalty.” Omnichannel Read more
  12. 12. Bonobos North-America Guideshops: ‘fitting room’ concept complementing online • Even if New York-based Bonobos opened their first of 10 retail stores back in in 2011, their expansion (further stores to be opened by 2016) and unique approach makes it worth to be included in the list. • The stores showcase a limited inventory of the physical product range so that customers can determine their size and choose styles and colors. • The goods are then delivered to their home from a warehouse or can be collected later at the store. • Bonobos claims that customers who see the products at the brick-and-mortar stores spend roughly twice as much as those who only see the products in ‘2D’ in the online store. Store as showroom The physical store is not disappearing; it’s simply becoming enhanced by digital. Read more
  13. 13. Warby Parker North-America Sophisticated brand experiences • An online eyewear retailer that has reached ‘hip’ status thanks to its well- maintained image and its social awareness (donating a pair of glasses for every pair sold to people in need). • They’ve decided to complement their ecommerce business with physical stores, dedicated to a genuine brand experience besides showcasing the product range. • Their NYC flagship store looks like a library, offering a soothing ambient for their sophisticated customer base. • Shoppers can try on glasses and have their portrait taken by a professional photographer. • They’ve also launched the Warby Parker Class Trip, a mobile school bus that looks like a vintage elementary school classroom – a truly ‘moving’ retail experience. “People want to feel the products they are buying. When you walk into our store compared to other stores, it’s a better experience, because we were very thoughtful about it.” Store as showroom Read more
  14. 14. Birchbox North-America Product discovery gets physical • Birchbox, the popular beauty sample delivery service that had previously been built on online business model only, has opened a brick-and-mortar store in NYC. • They wanted to complement online with a physical space that lets customers experience products from close proximity. • Beauty enthusiasts can also pick samples to build their own Birchbox, promoting the online service in an offline way. • Customers can use iPads or seek the advice of store assistants before purchasing a new beauty product – the sales assistants’ role can be interpreted as customers’ ‘beauty editor best friend’. • There are also free beauty classes for the online subscribers of the Birchbox delivery service: an omnichannel customer loyalty solution. "We set it up like an internet store. Consumers shop by category — like lips, hair, eyes — instead of by brand." Store as showroom Read more
  15. 15. Story North-America Restlessly reinventing the customer experience • Story has ‘point of view of a magazine; changes like a gallery; sells things like a store.’ • It is an exciting brick-and-mortar initiative in NYC, a space dedicated to move customers’ imagination. • Every 4-8 weeks, Story completely reinvents itself, featuring a new trend or theme through merchandise selection and the interior design of the store itself – from tech to DIY to Christmas. • Originally launched in Beta as a ‘Startup Store’, showcasing emerging concepts in the world of digital retail. • Their digital presence (above all through Social Media word of mouth) makes sure their impact on shopping culture is multiplied. “Don’t think about sales per square foot, but experience per square foot.” Store as showroom Read more
  16. 16. Fiat Europe Showing cars to online visitors via real-time video from the showroom • A disruptive solution to the painful problem: is it possible to sell cars on the internet? • Fiat has been using Whisbi’s solution for Retail & E-commerce businesses to teleport online visitors to their car showroom in real time. • Online customers are able to see the cars through the eyes of the store assistants, through real-time video streamed with Google Glass or Android smartphone, straight from the dealership. • A ‘theatre’ for cars providing a unique omnichannel customer experience: it connects the worlds of ecommerce and retail to show products to remote customers as realistically as never before, convincing them in real time. Store as showroom Read more
  17. 17. Yves Saint Laurent North-America Personalized beauty tips recorded in real time • Recording make-up counter makeovers in real time with Google Glass camera at the branded YSL corner at Bloomingdale’s department store in New York City. • The make-up artists show the customers how to get the most out of their face and the products. • They then provide the customer with the recorded video to help them follow the same steps at home – using the recently purchased products, of course. Store as showroom Insight: 76% of adults believe it’s important for wearable technology to help them get more out of the time spent shopping in stores. Read more
  18. 18. SwimSpot North-America Live personal assistance for confidence • After successful experiments with pop- up shop projects, swimwear e-tailer SwimSpot has decided to open three permanent brick-and-mortar locations in the USA. • Why? They’ve found that the retail locations were quite effective thanks to the reassurance live assistance meant for the customers. • After this, the company actually put extra effort into training the sales people accordingly. “The personal confidence of having someone there with you is always going to be stronger in retail than it would be online." Store as showroom Read more
  19. 19. Macy’s North-America Personalized offers in-store • Macy’s has been experimenting with the iBeacon technology, sending personalized location-based alerts in store. • Customers who enter the store and have the Shopkick app installed on their iPhones will be notified about special deals and products they may be interested in. • Experts argue that while there is a risk of annoying shoppers, it may be an effective form of location based precision marketing. Beacon technology Beacons provide insight into in-store foot traffic and customer preferences, allowing retailers to build better experiences and brand loyalty. Read more
  20. 20. Waitrose Europe Personalized offers at the right moment • Waitrose has also been one of the first retailers experimenting with the iBeacon technology this year. • Beacons placed near the entrance are able to recognize customers as they walk in and send them notifications on their phones, highlighting specific items and offers. • The app also lets customers scan a product’s bar code to find out more information and reviews – or call for real-time live assistance by the sales people. • If a customer chooses to do so, a staff member receives the request on an iPad, informing them that a customer is waiting for help. It also provides useful info about them based on their shopping history. “We want to bring digital into the store and tailor our offer in a digital way to help the shopping experience.” Beacon technology Read more
  21. 21. Bloomingdale’s North-America Mobile app combining features for online and physical retail • Although their app has been introduced before 2014, it’s still a good example of a smart cross-channel retailer app. • The app allows customers to use different functions depending on whether they are in store or at home. • For example, they can browse and buy items straight from their phone, yet they can also look up store events and special offers. • They can even scan items at the department store to save them for later (e.g. for a wedding wish list). As physical and digital retail comes together, mobile works as a “personal shopper” that is key in the added value retailers can offer to customers. Mobile solutions Read more
  22. 22. Hointer North-America Self-service jeans • At the Hointer flagship store in Seattle, there are virtually no salespeople. Once customers have chosen the desired items, they can just swipe a credit card at the unmanned kiosk on the way out. • By downloading the app at the store’s kiosk, the customer can try on apparel in their own size within half a minute. They only need to scan the number on the item, placing it into a virtual shopping cart, then head to the fitting room the app has sent them to. • The shoppers may even buy what they like without having to leave the fitting room, swiping a credit card on a tablet inside. Watch: https://www.youtube.com/watch?v=_i9348H-mw4 Mobile solutions Read more
  23. 23. CVS Pharmacy North-America Virtual tour connecting mobile with physical stores • CVS Pharmacy is focusing on personalized experiences and targeted offers across channels. • In 2013 they launched a ‘virtual mock- up store’ inside their iPad app, allowing remote customers to access pharmacy services, the photo center or departments where they can shop. • By using MyWeekly Ad, a personalized digital circular, customers can browse weekly deals personalized based on what they buy most. They may also assemble a digital shopping list featuring the deals they especially like. • The shopping lists are connected to physical locations where customers most frequently shop, telling them where they can find the products in store. “Both in-store and digitally, the offers customers receive will be more personalized and targeted.” Mobile solutions Read more
  24. 24. IKEA Europe Previewing products in home environment via augmented reality • IKEA has launched an augmented reality app accompanying their 2014 catalogue. • All the customer needs to do is place the catalogue in any space inside their home and launch the app. • Tha app turns their home into a virtual showroom: in seconds, they can see how a specific IKEA sofa, bed or table fits into the room – making sure they get something that matches the style and size of their home. “Many customers have suffered from ‘square peg, round hole syndrome‘, buying the wrong-sized furniture for their rooms.” Watch: https://www.youtube.com/watch?v=vDNzTasuYEw Augmented reality AR creates a new digital experience that enriches the relationship between the customer and the brand. Read more
  25. 25. Lowe North-America Holoroom, an augmented reality furniture showroom • Lowe’s Holoroom is a home improvement simulator that applies augmented reality to provide homeowners an intuitive experience by watching the ‘room of their dreams’ come alive. • It was introduced in stores near Toronto in 2014 to help customers remodeling their homes. At first, customers were able to experience bathroom furniture in real time and pick the desired items. • This helped Lowe minimize inventory space and streamline customer demand. Watch: https://www.youtube.com/watch?v=0pHOgrJibnQ Augmented reality Read more
  26. 26. Topshop Europe Sharing a runway experience in real time • For the London Fashion Week AW14, Topshop Unique partnered with a digital technology agency to create a virtual reality version of their live fashion show. • Lucky fans who won a front row seat at the virtual show were sitting in the window of Topshop’s Oxford Circus store in London, enjoying the experience in real time thanks to virtual reality headsets. Watch: https://www.youtube.com/watch?v=lUal_Lrhec0 “The Topshop Unique show is not only strong in terms of the collection but also in how we share the experience with our customers at home and in our stores.” Augmented reality Read more
  27. 27. +1: Amazon North-America Giant brick-and-mortar dreams of the e-commerce giant • This year, Amazon has secured a 12- storey building in a busy commercial street in NYC that had already been used as a warehouse back in the day. • Rumors and ambiguous press releases were hinting at the fact that Amazon may be opening its first giant store in the heart of the city. • Even if the project has not been realized yet – and the latest news report that it probably won’t be operating any time soon – it has generated much buzz in the e-commerce and retail worlds alike. • However, Amazon did open some pop- up stores in California for the holiday season as an attempt to connect with customers in the physical world and provide the immediacy of a real store. “While customers can already see our products online, we wanted to provide another option to try out our full lineup leading into the holidays.” Buzz of the year Read more
  28. 28. What will we see in 2015? • As contemporary customers want to shop when, where and how they want, retailers will continue to solidify the cross-channel retail experience. • The physical brick-and-mortar store will not be disappearing; it will simply become increasingly enhanced by digital. • In general, customer-centricity comes first, across all touchpoints. • Retailers need to embrace the hyper- connected consumers’ need for a synchronized, personalized, communal, multi-device, omnichannel retail experience. • In a nutshell: we can expect to see more of the innovative, disruptive solutions connecting the worlds of online and physical retail. Future trends
  29. 29. Learn more about the future of the store experience in our free new white paper: 10 tips to create an effective omnichannel retail experience in 2015 Retailers’ top pains and best practice solutions to resolve them Click to download it now
  30. 30. Learn more

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