eCommerce NG: Maximize the potential of mobile commerce (1)
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This is the first presentation from eCommerceNG event "Maximize the potential of mobile commerce" which took place in Leeds on 19-Apr-2013. This was presented by Professor Cathy Barnes, the UK's leading Professor of Retail Innovation, and head of the Faraday Centre for Retail Excellence.
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eCommerce NG: Maximize the potential of mobile commerce (1)
- 1. sponsored by Site Search Maximize the Potential of Mobile Commerce eCommerce NG Excellence and innovation in e- commerce
- 2. Site Search www.colbenson.com @Colbenson | @eCommerceNG | #eCommerceNG
- 3. Maximize the Potential of Mobile Commerce Cathy Barnes Professor Of Retail Innovation Faraday Centre For Retail Excellence, Leeds Metropolitan University c.barnes@leedsmet.ac.uk 07817 864245
- 4. Introduction to Faraday What is Mobile Retail? What are Retailers Doing? Questions
- 5. Introduction to Faraday QuestionsWhat is Mobile Retail? What are Retailers Doing?
- 7. The Faraday Centre for Retail Excellence is the UK's leading research centre for retail and consumer product innovation. We have created an unrivalled network of world leading academic and technological authorities to ensure our clients get the latest, definitive knowledge. Faraday Centre for Retail Excellence
- 8. Faraday Centre for Retail Excellence Faraday Research Faraday Business Faraday Education Faraday Associates Faraday Centre for Retail Excellence
- 12. Introduction to Faraday QuestionsWhat is Mobile Retail? What are Retailers Doing?
- 15. The Problem
- 16. The Age of the Smart Phone (Tablet) • Over 50% of UK mobile phone users use a smartphone • Average smartphone data usage nearly tripled in 2011 • More than half of western Europe will own a tablet by 2017 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011-
- 17. E Commerce Sales Around the World E-commerce is no longer just about choice, price, convenience, reviews and ratings, but also about everything that consumers look for in any purchase: status, the right product and a compelling experience.
- 20. Mobile As The Channel Integrator
- 21. However….. • Only an in-store experience can provide, the seeing, touching and feeling of a product, something that cannot be replaced by e-commerce • Because of the economic crisis, people are shopping less, so a seamless shopping experience; that is fun, pleasurable and acts as an escape from reality is expected • There should be a pull together of the real-world and online experience- with mobile bridging a consistent brand experience across all channels Forbes.com
- 22. Introduction to Faraday QuestionsWhat is Mobile Retail? What are Retailers Doing?
- 24. Customers of VANCL, one of China’s largest fashion e-tailers, can set up their own personal stores as part of the brand’s VANCL Star initiative. Customers can upload photos of themselves wearing Vancl products, and as well as highlighting potential combinations and styles, they get 10% of sales generated from their pages.
- 25. Opened to selected testers from December 2011, Converse Made By is a Facebook app that enables users to design their own Converse sneakers and sell them to their friends on the social network and via their own virtual store, with users who sell enough pairs being rewarded with free pairs of Converse shoes.
- 26. The Ticketmaster timeline app for Facebook suggests recommended gigs for fans based on their Spotify listening history. The app can also tell users where their friends’ tickets are located to enable people to sit together.
- 27. Going all out on the ever-spreading QR-surface-retail phenomenon, US- based online grocer Peapod.com announced in October 2012 that it was launching over 100 QR-code based ‘virtual stores’ at train stations in major cities including Boston, New York, Washington, D.C. and Chicago. Meanwhile, QR code 'shops' continue to spread. Just one more (of many!): Walmart-owned Mexican supermarket chain Superama has unveiled QR code-enabled kiosks in a selection of shopping centers in Mexico City.
- 28. Augmented Reality Users of the free app for Apple and Android smartphones and tablets, can ‘unlock’ a pop-out recipe booklet when the camera is placed over the product, with the recipes featuring Heinz Tomato Ketchup. The recipes can then be downloaded as a PDF, or the user can click through to video recipes on the product’s Facebook page.
- 30. An augmented reality campaign was released by Lucozade, featuring Tinie Tempah and Plan B, adding video content through the surface of seven limited edition bottles. The Lucozade Energy campaign recognises the surface of the bottles and augments it with exclusive video content. The smart phone app being pointed towards a bottle featuring one of the artists will see them direct fans to watch the making of documentary.
- 31. Specially designed Easter Egg point of sale were hidden around almost 400 Asda stores across the UK for children and adults to discover. When zapped using the Asda app, each egg transformed into virtual 3D Easter Eggs revealing an Easter Bunny hidden inside that will display a secret letter. The letters formed a password that once completed, entitled the successful treasure hunters to a free gift!
- 32. Topshop, an international fashion retailer; recently installed a virtual fitting room in its flagship Moscow store last week as an experiment. The virtual fitting room, designed by AR Door, makes use of a Kinect motion sensor as well as a camera and a large screen to let customers try out clothes without going through the hassle of actually changing their clothes.
- 33. IKEA 2013 Catalogue, one of the most downloaded branded AR aps in 2012.
- 34. IBM Augmented Shopping Assistant aims to bridge the gap between the average shopper store and the wealth of product information available online.
- 35. Beer Mat Fighting Search for Beer Mat Fighting on iTunes
- 36. Introduction to Faraday QuestionsWhat is Mobile Retail? What are Retailers Doing?
- 37. Maximize the Potential of Mobile Commerce Cathy Barnes Professor Of Retail Innovation Faraday Centre For Retail Excellence, Leeds Metropolitan University c.barnes@leedsmet.ac.uk 07817 864245
- 38. sponsored by Site Search Maximize the Potential of Mobile Commerce eCommerce NG Excellence and innovation in e- commerce
Editor's Notes
- The power, speed and functional capabilities of modern Smart Phones has meant that software designers can now create programmes that allow us to start truly exploit the potential of Augmented Reality. To give you an idea of how quickly smartphones are penetrating the market, put your hand up if you have a smartphone?
- Here is an example of what you can do with AR, this is a current campaign being run by Lucozade in partnership with the artists TinneTemppa and Plan B.
- Augmented Reality is not new, Thomas Caudell from Boeing first coined the phrase in 1990. The barrier to it’s development as a usable technology for consumer goods has been the power and processing speed needed to run and execute the 3d models, which up until recently has been beyond the realms of handheld devices. PC webcam based – slow reliant on your PC, awkward to manuver, Mobile phone – 1st perspective and interactive Projector – change your environment Gesture – interact with your environment Obvious tag’sHidden tag’shttp://vimeo.com/29255130
- Augmented Reality is not new, Thomas Caudell from Boeing first coined the phrase in 1990. The barrier to it’s development as a usable technology for consumer goods has been the power and processing speed needed to run and execute the 3d models, which up until recently has been beyond the realms of handheld devices. PC webcam based – slow reliant on your PC, awkward to manuver, Mobile phone – 1st perspective and interactive Projector – change your environment Gesture – interact with your environment Obvious tag’sHidden tag’shttp://vimeo.com/29255130
- http://vimeo.com/29255130