'In 2020 maatwerk verwacht van retailer'


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In de presentatie wordt ingegaan op de aanbevelingen van de werkgroep "Selection" van het onderzoeksprogramma Shopping 2020. Meer specifiek op wat retailers nu al zouden moeten doen om de steeds kritisch wordende klant te helpen bij het selecteren van producten en diensten. Bij het maken van een keuze voor een bepaald product of dienst worden gepersonaliseerde, relevante en accurate informatie en slimme hulpmiddelen zoals interactieve spiegels en klantherkenning steeds meer de norm. In de presentatie wordt ook ingegaan op hulpmiddelen voor retailers zoals kernvragen, handvaten, best practices, technologieen en boodschappenlijstjes.

Over de spreker:

Jerry heeft langjarige consulting ervaring met retail en wholesale bedrijven over de hele wereld. Voor IBM Benelux is Jerry de SME die betrokken wordt als het gaat om complexe vraagstukken die verband houden met bijvoorbeeld de planning en implementatie van omnichannel initiatieven, het opstellen van roadmaps en het identificeren van relevante retail trends. Smarter Commerce is het IBM initiatief dat een aantal oplossingen rondom naadloze omnichannel combineert en waar Jerry uiteraard ook bij betrokken is. Jerry studeerde rechten aan de Universiteit van Utrecht en behaalde zijn MBA aan Nyenrode Universiteit.

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'In 2020 maatwerk verwacht van retailer'

  1. 1. In 2020 verwacht de consument (meer) maatwerk Expert Group Selection April 2014 – Multichannel Conference
  2. 2. © Shopping 2020 3 Selection is the second step in the Customer journey, one of the micro research programs of Shopping 2020 Selection: An introduction
  3. 3. © Shopping 2020 Selection complexity increases 4
  4. 4. © Shopping 2020 Amazon wand 5 http://youtu.be/c_3VjUGLcdQ
  5. 5. © Shopping 2020 The store of the future 6 http://youtu.be/whpT6VknpEc
  6. 6. © Shopping 2020 7 Key questions for 2020 customers
  7. 7. Sephora and Pantone: Color IQ https://www.youtube.com/watch?v=D5G7xDrVT5Y
  8. 8. Sephora and Pantone: Color IQ
  9. 9. Sephora and Pantone: Color IQ
  10. 10. Sephora and Pantone: Color IQ
  11. 11. © Shopping 2020 Sephora’s new social shopping destination: Beauty Board
  12. 12. © Shopping 2020 13 Key retailer questions
  13. 13. © Shopping 2020 14 Passive shopper Shopping is like visiting the dentist Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior Passive shopper
  14. 14. © Shopping 2020 15 Passive shopper Shopping is like visiting the dentist Price confirmation Search in filtered assortment SubscriptionReputation Reliable Relevant summary Direct Q: what are you looking for? Quickly to detail to show results Easy reordering See physical location immediately Simple Confirmation Stock information in physical store Allow for free returns Pick-up / home delivery Recommen- dations Lowest price guarantee Actionable knowledge ExperienceProvide content Proposition Help meMake it personal Make it relevant Convenient selection He checks the website of his favourite drugstore for recommendations In addition to a regular purchase, the store offers him a subscription model, with new razors every month The straightforward navigation make it easy for Mark to select razors and foam A presentation of the three top selling shaving foams grabs his interest Reviews from people with the same skin type help in the decision making process Home delivery and fre returns saves him from a trip into town Mark’s ran out or razors, so he desperately needs to buy new ones Purchase history Less choice Very clear navigation Complete Looks Return policy Personal profile Limited assortment Ranked reviewsReviews Video usage instruction Reminder service Usage storiesSimple Wizards Return policy Subscriptions Passive shopper
  15. 15. © Shopping 2020 Indochino: Cutting Edge Technology in Retail 16 http://youtu.be/6NKdNbkoAe8
  16. 16. © Shopping 2020 17 Amazon Prime Subscription model lowers barriers • Amazon offers a (shipping) membership model • The customer can buy without paying (extra) for shipping • Thus Amazon removes an important barrier to buy and receive purchases at home • This creates lock-in and stimulates impulse buying • In addition to free shipping, members are entitled to other benefits including video and e-books Passive shopper
  17. 17. © Shopping 2020 Sears: in-Vehicle Pickup 18 https://www.youtube.com/watch?v=P0_mW3PxXm0
  18. 18. © Shopping 2020 19 Key retailer requirements
  19. 19. © Shopping 2020 20 Knowledge creates kings Understand as much as you can • What do we already know of this customer • What information do we already have on him • What is the customer (lifetime) value • Is it realistic and beneficial to us to create a relationship • What role does our customer play in this decision making process • Decision maker online vs decision maker in stores • Where is the customer with regard to duration / timing • Not all customers decide today and need it within the hour • What role does price play • Role of search engines and review sites • What incentives work(ed) with this customer • Improve profitable conversion Customer knowledge
  20. 20. © Shopping 2020 21 Content to enable customer journeys Content is more than information from your ERP • Use rich and accurate product data • Reliable, structured and normalized data is (even) more important than incorporating photo´s, video´s, reviews, blogs, forums • Make product information comparable • Provide product information in consistent, comparable views • Redefine products • Offer subscriptions, bundles, experiences, value patterns • Simplify complex products • Provide wizards, configurators, kiosks, remote experts • Optimize search functionality • Optimize search based on customer profile, preferences and behavior Content
  21. 21. © Shopping 2020 22 Customer offerings per shopper type Align the customer offering with the shopper type • Put the customer at the heart of your decision making • Enable personalization, personal profiles etc • Define end-to-end customer offerings • Including returns, refunds • Understand the role of shared values, communities • Price is not always the key differentiator • Start with the mobile experience in mind • Desktop and laptop are becoming less important • Enable fast opportunity based navigation • Simplify as much as possible • Offer wizards and preselections • Offer options for quick selection, navigation and configuration • Use remarketing to increase conversion • Using shopping basket, recently viewed, previous purchases Customer offering
  22. 22. © Shopping 2020 23 Envision customer experiences Determine who you want to be in omnichannel • Decide on your “role in retail” • For example Superaggregator of Professional curator • What role do you want your brand(s) to play • As related to experience and relevance in decision making process • What role do you want others to play • Use of partner programs, shared lockers, use of LSP´s • What is your preferred degree of cross-channel integration when • For example Order online, add to basket in store • How do you plan to use visuals / content in the overall experience • Visuals become ever more important • What is the role of your store employees • Define their role in the overall customer experience • How do you plan to use assortment / products • Use products / assortment to create compelling customer journeys Customer experience
  23. 23. © Shopping 2020 24 Selection shopping list for retailers
  24. 24. © Shopping 2020 25 Selection recommendations
  25. 25. © Shopping 2020 26
  26. 26. © Shopping 2020 27 Jerry J. Stam MBA MsC LLM Senior Managing Consultant Jerry.Stam@nl.ibm.com +31651285639 www.shopping2020.nl @ibm_retail_nl nl.linkedin.com/in/jerrystam
  27. 27. © Shopping 2020 Tesco & Oculus Rift 28 https://www.youtube.com/watch?v=08S86X_5Crs