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Futuretail_worktheshop_intro

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User Experience framework for retail development.

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Futuretail_worktheshop_intro

  1. 1. Future Retail 2013 Method Futuretail Designing Complete Retail Experiences Alexander Grünsteidl 1
  2. 2. Prada Flagship Store experience Prada | OMA | IDEO 2000 - 2001 2
  3. 3. Prada Flagship Store experience Prada | OMA | IDEO 2000 - 2001 3
  4. 4. 3 Goldfish & 1 computer. Interactive fishtank experience NCR research | IDEO 1999 - 2000 4
  5. 5. Future Retail 2013 I hate shopping. 5
  6. 6. Future Retail 2013 6 I love it.
  7. 7. Future Retail 2013 The story of a new bicycle 7
  8. 8. Future Retail 2013 I need a new bike... 8
  9. 9. I pass an attractive looking bicycle shop 9
  10. 10. Future Retail 2013 10 I check out different models
  11. 11. The assistant offers advice and a trial 11
  12. 12. I take different bikes for a spin till I find one I like 12
  13. 13. Future Retail 2013 I Like This One! 13 Price: £475
  14. 14. Future Retail 2013 I Look At The Manufacturer Website 14
  15. 15. Future Retail 2013 I look at the mobile site 15
  16. 16. Future Retail 2013 I learn about different available models 16
  17. 17. Future Retail 2013 I ask the assistant about different options 17 Price: £745.00 Price: £564.95 Price: £399.95
  18. 18. Future Retail 2013 He can not deliver 18
  19. 19. Future Retail 2013 Further research compare dealers 19
  20. 20. Future Retail 2013 I find a much cheaper offer 20
  21. 21. Future Retail 2013 I order and receive the bike delivered to my doorstep within a week 21
  22. 22. Future Retail 2013 22 I am required to assemble the bike costs me at least an hour and some fiddling
  23. 23. Future Retail 2013 I am happy with my new bike 23
  24. 24. Future Retail 2013 I wish I could pay the shop where I tried out the bike a commission... 24
  25. 25. Future Retail 2013 Service commission there is no tracking mechanism in place 25
  26. 26. Future Retail 2013 How will the store survive? Where will I be able to try out products in the future? 26
  27. 27. Future Retail 2013 As transactions move elsewhere the very nature of the high street is changing... ...or is it? 27
  28. 28. Future Retail 2013 28 retailer home Retail as we know it
  29. 29. Future Retail 2013 retailer homehome internet comparison and online purchase distributor Emerging retail 29
  30. 30. Future Retail 2013 retailer homehome internet comparison and online purchase distributor Emerging retail 30
  31. 31. Future Retail 2013 The last click 31
  32. 32. Future Retail 2013 Fitting fee 32
  33. 33. Future Retail 2013 Awareness Consideration Purchase Activation Usage Support ? Customer Journey 33
  34. 34. Future Retail 2013 Relationships + Engagement 34
  35. 35. Future Retail 2013 Previously retailers owned the relationship with the customer Retailer Customer 35
  36. 36. Future Retail 2013 manufacturer service provider aggregator Retailer Customer Previously 36
  37. 37. Future Retail 2013 books 30 - 60 % furniture 25 - 50% fashion 50 - 75 % 10 - 30 % consumer electronics 10 - 30 % 10 - 30 % digital media ? - 5 % 37 Margin pressure impacts Customer Service Marc Andreessen: “Retail chains are a fundamentally implausible economic structure if there’s a viable alternative,” he says. “You combine the fixed cost of real estate with inventory, and it puts every retailer in a highly leveraged position. Few can survive a decline of 20 to 30 percent in revenues. It just doesn’t make any sense for all this stuff to sit on shelves. There is fundamentally a better model.”
  38. 38. Future Retail 2013 The roles are changing 38
  39. 39. Future Retail 2013 manufacturer service provider aggregator Retailer Customer Previously 39
  40. 40. Future Retail 2013 manufacturer service provider aggregator Customer Now 40
  41. 41. Future Retail 2013 41 Now the retailer becomes a mediator between customers & brands
  42. 42. Future Retail 2013 42 Stores Become Places To Manage Customer Relationships “Stores” become places to manage customer relationships
  43. 43. Future Retail 2013 showrooms webfronts solution boutiques curastores advertailers shoperiences experetail manufacturer service provider aggregator Customer 43
  44. 44. Future Retail 2013 From transactions to providing services 44
  45. 45. Future Retail 2013 4 Types of Engagement With The Customer 45
  46. 46. Future Retail 2013 46 Explorative Focused Transaction Experience Engagement 4 Types of engagement with the customer
  47. 47. Future Retail 2013 47 Explorative Focused Transaction Experience KNOW WHAT I WANT Engagement
  48. 48. Future Retail 2013 New Service Touch Points? 48
  49. 49. Future Retail 2013 49 Albert Heijn Appie integrated shopping
  50. 50. Future Retail 2013 50 Albert Heijn Appie integrated shopping
  51. 51. Future Retail 2013 51 Albert Heijn Appie integrated shopping
  52. 52. Future Retail 2013 52 Albert Heijn Appie integrated shopping
  53. 53. Future Retail 2013 53 Albert Heijn Appie integrated shopping
  54. 54. Future Retail 2013 54 Albert Heijn Appie integrated shopping
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  63. 63. Future Retail 2013 63 Explorative Focused Transaction Experience Provide – Pick-up – Delivery Offer – Decision making – Cross sales – Security + Trust KNOW WHAT I WANT Engagement
  64. 64. Future Retail 2013 64 Explorative Focused Transaction Experience DON’T KNOW WHAT I WANT Engagement
  65. 65. 65
  66. 66. Future Retail 2013 Stock extension 66
  67. 67. 67
  68. 68. Future Retail 2013 68 Public transport scanning touchpoint Tesco South Korea
  69. 69. Future Retail 2013 69 Explorative Focused Transaction Experience Provide – Advice – Help Offer – Comparison – Alternatives DON’T KNOW WHAT I WANT Engagement
  70. 70. Future Retail 2013 70 Explorative Focused Transaction Experience DON’T KNOW WHAT I WANT Engagement
  71. 71. Future Retail 2013 Learn from the fashion industry 71
  72. 72. We tune technology to create harmony in your life. Digital Wellbeing Showroom Shop at Bluebird 2006 - 2007 72
  73. 73. Retail prototype lifestyle platform 73
  74. 74. Future Retail 2013 Fashion Conversations Music Memories 74 Digital Wellbeing Showroom 1 platform 4 zones
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  84. 84. Future Retail 2013 personalised wish listtrack transactions Digital Wellbeing Showroom Physical Bookmarking 84
  85. 85. Future Retail 2013 Supermarket Sarah 85
  86. 86. Future Retail 2013 Supermarket Sarah 86
  87. 87. Future Retail 2013 Supermarket Sarah 87
  88. 88. 88
  89. 89. Future Retail 2013 Too much choice 89
  90. 90. Future Retail 2013 Think like an editor 90
  91. 91. © digital wellbeing labs 2010 91
  92. 92. Future Retail 2013 92
  93. 93. Future Retail 2013 Where can you discover applications and services that suit your personal lifestyle? The AppLounge 93
  94. 94. © digital wellbeing labs 2010 94 Places to discover iPhone Apps and Services word of mouth blogs print ads iTunes Store print mags Genius recommendation App Store on Device TV ad
  95. 95. © digital wellbeing labs 2010 Service providers consistently fail to offer introductions to the applications and services available through their services channels 95
  96. 96. © digital wellbeing labs 2010 Shopfront lifestyle magazine similar content different emphasis 96
  97. 97. Travel lifestyle collection 97
  98. 98. Future Retail 2013 AppsCoffee Accessories Events The AppLounge 2010 Increase dwell time + + + 98 A place to discover applications and services that suit your personal lifestyle?
  99. 99. © digital wellbeing labs 2010 500 million apps downloaded and counting Already 10,000 Apps available for iPad 99
  100. 100. games iBooks entertainment education travel lifestyle utilities music magazines accessories Curated digital lifestyle selections 100
  101. 101. urban voyager ... on the town city dweller kids in tow metro ware ..... games iBooks entertainment education travel lifestyle utilities music magazines accessories Curated digital lifestyle selections 101
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  103. 103. Grab a coffee or a cocktail. Take a seat. Go to theapplounge.com to discover curated collections of apps, music and accessories, or trial the apps on one of the AppLounge devices. Bookmark the site to your homepage to keep up-to-date with our selection of hand picked apps. 1/RELAX 2/EXPLORE 3/ENJOY Integrating hospitality and showroom 103
  104. 104. prototyping displays and fittings 104
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  108. 108. App demo page local App Server client Mobile internet (themed) portal Menu local WiFi server App demo page WiFi internet access (themed) mobile browser portal menu App- Lounge iPhone App WiFi internet access client laptop portal Menu collection AppLounge iPads | iPhones | iPod Touches iTunes Store App- Lounge Channel Applounge Website Server customer The AppLounge IT set up timed voucher timed voucher iTunes Store App- Lounge Channel iTunes Store Themed WiFi Channels local App Server local WiFi App demo page App demo pages local WiFi cloud inside AppLounge space AppLounge blackboard download Application iTunes song Themed WiFi Channels app coupon app coupon Menu currently playing offer of the day Currently Playing AppLounge Dashboard 108 108
  109. 109. Future Retail 2013 109 The Bouncepad product and service company
  110. 110. Apps iBooks Accessories 110
  111. 111. Future Retail 2013 Lifestyle curator 111
  112. 112. Future Retail 2013 112 grapedistrict
  113. 113. Future Retail 2013 113
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  115. 115. Future Retail 2013 115
  116. 116. Future Retail 2013 116
  117. 117. Future Retail 2013 117
  118. 118. Future Retail 2013 118 Explorative Focused Transaction Experience Provide – Browsing – Inspiration Offer – Awareness DON’T KNOW WHAT I WANT Engagement
  119. 119. Future Retail 2013 119 Explorative Focused Transaction Experience KNOW WHAT I WANT Engagement
  120. 120. Future Retail 2013 Embrace hospitality in your brand 120
  121. 121. Future Retail 2013 Nespresso Club 121
  122. 122. Destination “shopping” 122
  123. 123. removing classification 123
  124. 124. Future Retail 2013 Own your community network 124
  125. 125. Coffee shops everywhere 125
  126. 126. 126
  127. 127. Brands can extend relationships with customers by providing a community space and/or gathering around shared events. 127
  128. 128. Future Retail 2013 Bike repair + cafe Bookstore + cafe Bookstore + restaurant Fashion + bar Laundry + cafe Bank + design shop Bank + work lounge Barber + nail studio + money transfer Internet + cafe Alternative forms hospitality 128
  129. 129. Future Retail 2013 Urban prototyping BoxPark 129
  130. 130. Future Retail 2013 130 Urban prototyping BoxPark
  131. 131. Future Retail 2013 131 Urban prototyping BoxPark
  132. 132. Future Retail 2013 What are the alternative forms of hospitality? 132
  133. 133. Future Retail 2013 133
  134. 134. Future Retail 2013 134 Explorative Focused Transaction Experience KNOW WHAT I WANT Engagement Provide – Demonstrations – Immersion events – Try-vertising – Recommendation Offer – Learning & training
  135. 135. Future Retail 2013 135 From retail to services Explorative Focused Transaction Experience
  136. 136. Future Retail 2013 136 Retail journey Explorative Focused Transaction Experience interchangeable bricks & mortar and online
  137. 137. Future Retail 2013 137 Retail journey Explorative Focused Transaction Experience interchangeable bricks & mortar and online
  138. 138. Future Retail 2013 138 Retail journey Explorative Focused Transaction Experience interchangeable bricks & mortar and online
  139. 139. Future Retail 2013 Imagine... 139
  140. 140. Future Retail 2013 the digital lifestyle showroom A visit to the digital lifestyle showroom on the high street 140
  141. 141. Future Retail 2013 Pick up a shopping basket card 141
  142. 142. Future Retail 2013 Use your card to collect “bookmarks” from displays for products and services you are interested in. 142
  143. 143. Future Retail 2013 Review, edit and purchase items from your wish-list on a sales-kiosk in the showroom. 143
  144. 144. Future Retail 2013 Use your shop card to access your wish- list from home and make purchases online. 144
  145. 145. Future Retail 2013 Attend demonstrations ... 145
  146. 146. Future Retail 2013 ... and skill workshops 146
  147. 147. Future Retail 2013 Visit the showroom lounge with friends, enjoy a drink and discover new services together. 147
  148. 148. Future Retail 2013 A place for online communities to meet in real life and share live events. 148
  149. 149. Future Retail 2013 lifestyle collections exposure product face time skill workshop & hospitality retail conduit discover explore learn more purchase | stay in touch re-active lifestyle shopwindow product & service demo kiosks service demo lounge in-store online transaction kiosk friends & family introductionsimmersive lifestyle explorer online coupon transactionshop entrance lifestyle guidance one-on-one Q&A instore pick-uptouch and play showcases show and tellhome demos Touchpoints across the customer journey discover explore learn more purchase 149
  150. 150. Future Retail 2013 150 Agile Commerce from channels to touchpoints a evolving value chain
  151. 151. Future Retail 2013 The role of each touch point needs to be considered 151
  152. 152. Future Retail 2013 152 Nokia retail service scenarios
  153. 153. Future Retail 2013 153 Service Design Customer Journeys 3 Body-storming and Service enactment Method uses various approaches to develop and try out service protocols. In these enactments we consider person to person and user to device interactions. In this example different patient to medical professional dialogues are explored for clinical settings, to understand the roles at each stage of the patient engagement. 4 User Journey and Path to Participation scoping. All stages of the lifetime engagement with the customer are considered. On a store level shorter cycles need to be considered from repeat glances at the shop window to the first time visit to gain information about a product and available services before purchase. The team defines requirements at each stage of the relationship with the customer, which at a later stage become the specifications for design implementation. 3 4
  154. 154. Future Retail 2013 154 Nokia retail service design blueprints across touchpoints
  155. 155. Future Retail 2013 155 9 Service Design prototyping and rollout 7 Early stage service evidencing props; integration of digital services with physical assets trials. Rapid high fidelity mock-ups to story board and validate service concepts. In this case a pharmacy prescription combined with an online data management tool. 8 Paper prototypes Exploration to rapidly test a physical interaction concept using RFID to trigger content retrieval on retail kiosks. And exploring space requirements for Interior Architects. 9 Testing prototype in-store with target customers High fidelity prototype of laser cut tablet mounting assembly, integrated with an online lifestyle catalog, allowing customers to try out apps, explore magazine and book content, learn about products on display 7 8
  156. 156. Future Retail 2013 156 Service Design prototyping and rollout 10 Behaviour prototyping Code level prototypes as part of the overall implementation to test and adjust navigation and fine tune the behaviour of interactive widgets 11 Usability prototyping Testing of interfaces across different display types and touch points to learn about limitations and understand opportunities. 10 11
  157. 157. Future Retail 2013 157 Nokia global retail redefining interactive retail
  158. 158. Future Retail 2013 Nokia retail staff training 158
  159. 159. Future Retail 2013 Nokia retail analytics reacting to customer behaviours 159
  160. 160. Future Retail 2013 Brands needs to have a narrative structure which forms relationships between different touch points 160
  161. 161. Future Retail 2013 —Think like an editor —Learn from fashion —Own your community —Adopt hospitality 161
  162. 162. Future Retail 2013 162 Method Alexander Grünsteidl Director, Interaction Design alexander@Method.com Thanks 10x10 Changing Retail Currency method.com digitalwellbeinglabs.com
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