Ps151 screenmediaexpo-may2011


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Presentation at ScreenMediaExpo 2011 looking at the new opportunity for retailers as the store environment becomes an increasingly-important component of multichannel retail.

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  • How Brands are Connecting with their Customers through the Social and Mobile Channels
  • 360 degree visibility25m tallTriscreen
  • IBM’s camera inside a mannquin’s eye…
  • Gesture-based. Cameras watch actions and respond. It’s a Wii!!
  • Gesture-based. Cameras watch actions and respond. It’s a Wii!!
  • How Brands are Connecting with their Customers through the Social and Mobile Channels
  • Ps151 screenmediaexpo-may2011

    1. 1. The New Square Feet<br />How screens are changing retail<br />ScreenMediaExpo<br />London, May2011<br /><br />
    2. 2.<br /><br />
    3. 3.<br /><br />
    4. 4. From device and channel to “customer”<br />Tempting to think about the tech we sell (“screens”) or the channel in which we work (“the web”)<br />Customers do not see these distinctions: they read our brand in terms of experience<br />The store forms the greater part of experience, friends next, with mobile and web some way behind.<br />The screen is a way of /accessing/ information – its ‘transparency’ is important – more “psychic crystal ball” than “hardware”<br />
    5. 5. Adoption within Retail<br />46,000 stores using digital signage, up from 12,500 in 2007<br />58,000 predicted by end 2011<br />Signage and content distribution lead adoption<br />ATMs, POS, Kiosks…<br />Interaction and Integration -> Retail!<br /><br />
    6. 6. Advertising is the easy part<br /><br />
    7. 7. Basic Interaction<br />McDonalds screen ordering.<br />Kiosk Redux?<br />Westfield’s “Tweet Mirror”<br />iPhone/PhotoMe – one-way only<br />
    8. 8. Limited ecosystemKiosk screen -> gifting portal<br />
    9. 9. POS ‘plus’… Maybe<br />
    10. 10. POS ‘plus’… Maybe not<br />
    11. 11. Only Connect…Amplify and Augment<br />
    12. 12. Diesel “Be Stupid” Campaign<br />
    13. 13. Social interaction, DOOH amplification<br />MMS images/messages<br />Updated within c12 seconds<br />Projected on store frontages in Copenhagen<br />Digital screens in Aarhus and Copenhagen<br />
    14. 14. Enhance<br />Supporting connection and sharing<br />
    15. 15. High Street becomes part of digital selling domain<br /><br />
    16. 16. High Street becomes part of digital selling domain<br />Not just a screen ‘inside the window’: the window is the screen…<br />Eye tracking, gesture-tracking, resonance speakers, NFC…<br />What else?<br /><br />
    17. 17. 3d – gyroscopes and software<br /><br />
    18. 18. Don’t just look in 3D, create!<br />/<br />3D images/movies – just from the light of the iPhone screen<br />Rendered image<br />Surprisingly workable<br />Beyond barcodes and covers – scan by shape??<br /><br />
    19. 19. Yesterday’s future is here…<br />Over 3 years old<br />All components now exist and are free<br />Copyright Icon Nicholson -<br />
    20. 20. Kraft’s Store Kioskthe ‘food bot’<br />Face sensing (with simplistic profiling)<br />M-retailing interface<br />List recovery, amendment and suggestion<br />
    21. 21. Next? <br />
    22. 22. DOOH -> DIOHDisplay is in our heads…<br /><br />
    23. 23. Challenges<br />Data – connect everywhere<br />From “marketing initiative” to “ordinary business”<br />From single-brand to all retail<br />“Screen to Screen” – bring coherence to all ‘views’ of a customer<br />
    24. 24. DOOH is Shopping<br />eCommerce may have made DOOH feasible, but DOOH brings eCommerce to life<br />Mobile has been a catalyst – we re-envisioned displays as intelligent, transactional, social ‘windows’ on a brand<br />Data and process are the enablers: collect, use, access, enrich<br />Connectivity is key – these are windows to living customers, proposition and promises (via the net)<br />The next step forward will come from a focus on the customer’s experience rather than the technology.<br />
    25. 25. Thank You<br />ScreenMediaExpo<br />London, May2011<br /><br />