From shelves to mobile devices, structures change - Euroia09 - M. C. Lavazza


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  • GROCERY IS A PARTICULAR SHOPPING Because... But how communicate the grocery retailers?
  • EGROCERY IS STILL A LONG WAY Technologists or not econsumers are few. And this is a pity because egrocery offers to customers and grocery retail groups big opportunities: it aggregates customers it shows peculiar market demands (the Chris Andersen Long tail) it allows a bidirectional dialogue, a conversation between customer and retail. Through online channel customers can be listened. But this happens in a perfect world, in the reality ecustomers must face several difficulties, like navigation findability product identification.
  • MOBILE A SPIME OBJECT Mobile device seems to be the spime object able to connect all the parts of the consumer experience.
  • From shelves to mobile devices, structures change - Euroia09 - M. C. Lavazza

    1. 1. <ul><li>Copenhagen, Euroia 2009 </li></ul><ul><li>Beyond structure </li></ul>From shelves to mobile devices, structures change Maria Cristina Lavazza
    2. 2. <ul><li>Topics we are going to discuss : </li></ul><ul><ul><li>How does the idea stem from and why grocery </li></ul></ul><ul><ul><li>How does grocery communicate and what are its channels </li></ul></ul><ul><ul><li>What are the main retail group solutions to integrate shopping channels </li></ul></ul><ul><ul><li>The main services offered in the following phases: before , during and after the purchase </li></ul></ul><ul><ul><li>There has been a significant change in communication , we always face with multichannel, bridge, cross experiences and SPIME objects: grocery represents an effective perspective in this revolution </li></ul></ul><ul><ul><li>In the cross-medial communication process there are tools - such as mobile devices - able to interact: services, software, tools and customer needs </li></ul></ul><ul><ul><li>Consumers begin to have an important and active role in this process </li></ul></ul><ul><ul><li>This complex possibility will change our way to do shopping and to design. What will the future IA look like? </li></ul></ul><ul><ul><li>Ready to start? </li></ul></ul>
    3. 3. Where the IDEA stems from?
    4. 4. TIME in everyday life is a key factor From shelves to mobile devices, structures change
    5. 5. The future in grocery retail: cross-channel integration
    6. 6. Integration of traditional retailing and e-tailing is an example of bridge-experience
    7. 7. What is a spime object?
    8. 8. Why grocery ?
    9. 9. <ul><li>Grocery shopping shows peculiar features: </li></ul><ul><li>It is repetitive </li></ul><ul><li>It is widely used </li></ul><ul><li>It is visual and “high touch” </li></ul><ul><li>It has developed careful and pervasive marketing tools. </li></ul>
    10. 10. the world percentage of egrocery consume is still very poor 37%
    11. 11. Click and mortar
    12. 12. The e-grocery situation
    13. 13. eGrocery is still a long way away
    14. 14. e-coop: an Italian case of study (1)
    15. 15. e-coop: an Italian case of study (2)
    16. 16. : an international best practice
    17. 17. 1 channel 3 steps n services
    18. 18. Customer services before purchase
    19. 19. The pod JOYA
    20. 20. Easy Grocery : a 3D experience
    21. 21. Customer services during the purchase
    22. 22. The pod Salvatempo by Coop
    23. 23. What are the RFID ?
    24. 24. NFC in other words: the future of customer services
    25. 25. Safeway : the case Collect & go
    26. 26. The future in a finger: the case Pay by touch
    27. 27. Customer services after purchase
    28. 28. The challenge of mobile services
    29. 29. Mobile : a special connector tool
    30. 30. physical > digital > rfid > mobile > digital > biometric > physical > digital > rfid > gps > mobile > digital > biometric > physical > digital > rfid > gps mobile > ….. Evolving processes
    31. 31. A digital ecosystem a combination of balance and coherence
    32. 32. Let’s change perspective !
    33. 33. Major issues tomorrow’s architects
    34. 34. “ When the going gets tough … … the tough get going!”
    35. 35. Maria Cristina Lavazza mc.lavazza @ I hope you enjoy it… thanks!