Future of Retail

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  • Global scale \nLondon is European HQ\nwe do everything end-to-end (from discovery right through to implementation)\n
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  • Across industry - FMCG to O&G\nSize doesnt matter \n
  • Talking about social media initially and recruitment within the context of it. High level overview to discuss the beneifts and challenges involved. Brings us through to Olga who will discuss some great examples of good social recruitment in action. Then we will look at how we align ourselves as an employer to maximise social recruitment for your particular situation\n
  • Talking about social media initially and recruitment within the context of it. High level overview to discuss the beneifts and challenges involved. Brings us through to Olga who will discuss some great examples of good social recruitment in action. Then we will look at how we align ourselves as an employer to maximise social recruitment for your particular situation\n
  • Talking about social media initially and recruitment within the context of it. High level overview to discuss the beneifts and challenges involved. Brings us through to Olga who will discuss some great examples of good social recruitment in action. Then we will look at how we align ourselves as an employer to maximise social recruitment for your particular situation\n
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  • Talking about social media initially and recruitment within the context of it. High level overview to discuss the beneifts and challenges involved. Brings us through to Olga who will discuss some great examples of good social recruitment in action. Then we will look at how we align ourselves as an employer to maximise social recruitment for your particular situation\n
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  • Shop for perfumes, make up, skincare, bath & body products on your app from the Debenhams beauty & fragrance range and get 5 BEAUTY CLUB POINTS FOR EVERY £ SPENT ON THE APP\nFREE UK DELIVERY automatically applied to orders for delivery to your door\nWatch the latest beauty videos from Debenhams TV for make up tips and fragrance advice and shop the products in each video\nUse the barcode scanner like a virtual assistant in store to see product details and reviews, pricing information and to buy items from your iphone or to save items to your wish list\nAdd your beauty faves to your wish list and make repeat purchases in a few clicks\n\nFind your nearest store with the store finder and check store guides for details of beauty ranges available and opening times\n
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  • Future of Retail

    1. 1. Future of RetailSocial on the Outside, Social on the InsideDominika Tomek
    2. 2. LONDON LINCOLN PORTLAND PHILADELPHIA ST. LOUIS NEW YORK AUSTIN SINGAPORE RIO DE JANEIRO SYDNEYTHE WORLD’S LEADING SOCIAL CONSULTANCY FIRMWe are the leading global, integrated, end-to-end social business consultancy.Working with 50% of the Fortune 500. Multi-year engagements. The largest group of FacebookPreferred Developers in the world. 500+ Facebook sites, mobile and gamification projects.
    3. 3. OUR SERVICESPERFORMANCE BRAND CONNECTED SOCIAL BUSINESSMARKETING COMPANY INTELLIGENCE+ Social brand strategy + Enterprise social + Dashboards & benchmarks+ Applications and experiences technology + Data services+ Community management + Workforce collaboration + Reporting & analytics+ Advocacy programs + Workforce learning + SaaS applications+ Listening programs + Social CRM+ Influencer outreach programs + Change programs+ Social media buying 3
    4. 4. SOME OF OUR CLIENTS 4
    5. 5. WE WILL DISCUSS
    6. 6. WE WILL DISCUSS Where we are now
    7. 7. WE WILL DISCUSS Where we are now Trends and Examples
    8. 8. WE WILL DISCUSS Where we are now Trends and What Next? Examples
    9. 9. Is Bricks and Mortar retail dead? 6
    10. 10. “JCB retailer’s shares fall by a fifth (...) it blames performance on disappointing demand for Euro 2012 kits and wet weather.” “WHS sees 3 per cent fall in like-for-like third-quarter sales.” “Mothercare- Strong performance outside UK helps offset cost of store closures but baby clothing retailer warns domestic market ‘remains tough.”Source: http://www.ft.com/indepth/ukretailresults We hear lots about the “death of retail”
    11. 11. 39% of consumers rely on the websites for comparative shopping. UK found that 39% want to use mobiles to receive personalised promotions. 52% want to use mobiles to checkout, and 42% to locate products in-store.Source: http://www-03.ibm.com/press/uk/en/pressrelease/38901.wss While the future is mobile and social
    12. 12. So let’s go back to the basics 9
    13. 13. Few understand what social truly means 10
    14. 14. ...And really understand what’s changing BehavioursCompetition Expectations 11
    15. 15. Competition – Understanding your ecosystem Online Retailer Brands Customer Retailer 12
    16. 16. Brands - The engaging“cool factor” Brands have stolen the early march on developing relationships with consumers onRELATIONSHIPS the products and advocacy. Its all about sharing, socialising, liking and making it easy to buy when you want to.SOCIAL BUYING In-store is all about the experience, but F2F it’s limited. 13
    17. 17. Online retailers are becoming the norm Online retailers have revolutionised what “good” customer service means, raisingSERVICE the bar. When you want it, where you want it and social.CHOICE Organising for social means that traditional roles and responsibilities don’t need toROLES exist or are carried out by customers 14
    18. 18. Customers are the buyers 15
    19. 19. BehavioursCompetition Expectations 12 16
    20. 20. Customer journeys have changed Customer Need Research Buy Feedback Customer journey “My shoes broke after I wore them once.” Decision Point 1 2 4 5 Consumers expect Enhanced feedback Access to an Need and research take less time and to have the option loopSocial media impact on exponentially are often combined of buying online customer journey bigger pool of as well as in the consumers store Use Rates, reviews, complaints, etc. 3 The decision point is reached at an earlier stage Decision Point 17
    21. 21. To a non-linear, multi-channel journeyNon-Linear, multi-channel, digital, consumer- controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive 18
    22. 22. Influence is shifting to the individualSource: Eloqua & JESS3, The Message is the Messenger, March 8 2011 Source: Forrester 2010 Source: AdWeek, A Million Little Klouts,Dec 14 2001 19
    23. 23. And the wisdom of the crowd... Brands are striking deals with social networksSource: Wall Street Journal, June 30, 2011;Twitter 20
    24. 24. BehavioursCompetition Expectations 21
    25. 25. This means we now have a social consumer 22
    26. 26. ...Who expects more from retailers 23
    27. 27. So to summarise... Understand your competitors and customer behaviours1 and expectations for YOUR market segment. Online retailers are raising the bar in service and re-2 defining market models. Influence and trust is driven by peers, not the brands3 or retailers. 24
    28. 28. Where we are now What Next?
    29. 29. Where we are now Trends and What Next? Examples
    30. 30. Moving to Bricks and Clicks? 26
    31. 31. We see the market split into three segments 27
    32. 32. We see the market split into three segments Early Adopters Exec sponsorship, Long term vision 27
    33. 33. We see the market split into three segments Early Adopters Exec sponsorship, Long term vision Doing “Enough” Apps and Likes 27
    34. 34. We see the market split into three segments Early Adopters Exec sponsorship, Long term vision Doing “Enough” Apps and Likes “Hope it goes away” But if I’m going to do it, do it long term 27
    35. 35. ... And follow three broad trends Combining on-line and Shopping experience:1 off-line: Delivering on 3 Augmenting reality the brand promise Customer Service:2 Delight your Customers 28
    36. 36. Combining the on-line and off-line Likes, purchases and history are available and accessible across all channels.CUSTOMER Deliver on the same brand promise on-line and off through every interaction includingEXPERIENCE marketing, sales and service. Campaigns move between digital and physical with the end goal of people inCAMPAIGNS stores. 29
    37. 37. Some recent examples where this has worked 30
    38. 38. ... including C+A in Brazil 31
    39. 39. ...And where the experience has not delivered 32
    40. 40. ...And where the experience has not delivered 32
    41. 41. Customer Service that delights Move from “just enough” to a concept ofCUSTOMER delighting a customer. Available whenever, wherever suits the customer either through Twitter or Livechat.WHEN SUITS Develop forums or communities where passionate customers help customersSELF-SERVE problem solve. 33
    42. 42. Where Burberry’s new digital service leads 34
    43. 43. Vodafone and SONY - Users helping users 35
    44. 44. Shopping Experience: Augmented Reality Using apps, QR codes to help customers getINFORMATION more information once in store. Find the products, combine the products PRODUCT Listening to customers to understand whereWOW FACTOR there is missed market demand, the “next big thing” 36
    45. 45. Including Burberry and IKEA 37
    46. 46. And then we have next generation 38
    47. 47. Empowered employees- Passion and Knowledge Employees are a companies most importantADVOCATES assets to share passion authentically and recruit top talent You are only as strong as your weakest SERVICE employee - leveraging knowledge to deliver outstanding service Internal social networks to share knowledge,KNOWLEDGE best practice and customer intelligence 39
    48. 48. Twelpforce- Where employees act 40
    49. 49. Big data as a decision driver Using social data to drive internal decision-DECISIONS making on regionalised supply chain, store openings etc Using listening social listening to understandPRODUCT trends and complaints on competitor products, buzz for product launch etc Listening to customers to understand where TRENDS there is missed market demand, the “next big thing” 41
    50. 50. And aspirational... 42
    51. 51. Customer 360- Combining social, sales, service and marketing 43
    52. 52. So what is the future of retail? 44
    53. 53. Bricks + Clicks can work if... It’s all about providing an integrated customer experience across1 every touchpoint, on-line and off. Provide value-add in-store through passionate, connected2 and empowered employees- beyond marketing. Use social data to drive pro-active decision-making across3 marketing, sales development and competitive insight. 45
    54. 54. CONTACTS Dominika Tomek Head of Consulting dominika.tomek@dachisgroup.com @dominikatomek 46
    55. 55. Thank you! 47

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