#Data is the new bacon. Rethinking the #ecosystem for sustained output and value-added #technology services

1. Data Integration leading to New
Business Opportunities

2. Presentationpurposeonly,allrightsreservedbytheauthor

3. lets do a walkabout

4. customer Journey

5. Customer Journey
Brand
customer journey
Discovery Research
Moment of Truth
Need
Brand adding value
Touch points
Data points
Engagement

6. personalization opportunities

7. Kohl’s invested over $2 billion in tech
and big data initiatives - to personalize
the entire online/offline shopping
experience.
• Kohl’s plan for the data to assist
merchandising allocation, includes
external data like macro-economic
conditions and social data, which
determines which products are
stocked. This ensures that products
fly off the shelves faster.
big data retail personalization - examples

8. IBM Watson powered chatbot called
E.L.F is employed by Mall of America to
assist shoppers navigating the vast
complex of 520 retailers, 50
restaurants, 14 movie theaters, 2
hotels, an indoor theme park and a
museum.
• available via the Facebook
Messenger app, the browser page,
or kiosks in the Mall of America.
• personalized shopping itineraries for
each customer.
• finding the right experience for
customers.
big data retail personalization - examples

9. Nordstrom: fusing the online and
offline shopping experience.
• tracking Pinterest pins to identify
trending products and then employs
this data to promote the right
products in its physical stores.
• over 30% ($300mil - $350mil) of
Nordstrom’s budget is spent on
technology.
• customer and 3rd party data is used
to personalized shopper experience.
big data retail personalization - examples

10. TopShop partnered with Twitter to
analyze real time data on trends.
• these trends were grouped together
on billboards using Twitter
#hashtags.
• TopShop curated the collection of
top picks through the data it
collected and responded back to its
cutomers with more personalized
and targeted offers.
• virtual dressing rooms back in 2010.
big data retail personalization - examples

11. IKEA used image recognition and AR in
their 2013 catalog.
• customers using mobiles scan
through the catalog to highlight
products they were interested in.
• Image recognition to place virtual
products in physical setups.
• IKEA used the data to offer
personalized digital content and
reviews to inform their purchase.
big data retail personalization - examples

12. the state of social commerce
social commerce is defined as the ability to purchase a product from a third-
party within the native social media platform…in western countries.

13. Pinduoduo
the $1.5B startup challenging e-commerce giant Alibaba in China's towns and
villages.
the state of social commerce
• bulk buying business model (for low
income customers) through social
sharing.
• invite friends and family to form a
group buying and get massive
discounts.
• targeted at tier 3 & 4 cities in China.
• Tier 3 = 150k > 3mil plp
• Tier 4 = <150k plp

15. Used with permission: By Wolfie Christl, Cracked Labs, June 2017.
Contributors: Katharina Kopp, Patrick Urs Riechert.
Illustrations: Pascale Osterwalder.

16. Used with permission: By Wolfie Christl, Cracked Labs, June 2017 | Contributors: Katharina Kopp, Patrick Urs Riechert, Illustrations: Pascale Osterwalder.

17. Used with permission: By Wolfie Christl, Cracked Labs, June 2017 | Contributors: Katharina Kopp, Patrick Urs Riechert, Illustrations: Pascale Osterwalder.

18. rethinking the ecosystem
for sustained output and
value-added services

19. leadership unwillingness
lack of expertise
resource gap
legacy systems
internal politics
IT roadmap
rethinking the ecosystem - challenges
budget contraints
factors

20. rethinking the ecosystem – approach
O2O personalization innovation
content gamification influencers

21. experiment
with formats
invest in AI, ML, NLP
to build intelligent
platforms
evaluate technology
every two years
establish direct
partnerships with the
platforms
invest in data and
media technologies
like DMP, DSP,
programmatic
rethinking the ecosystem – recommendations
try, learn,
succeed

22. Invest in people
and not just in
technology
rethinking the ecosystem – recommendations

23. thank you
nadeem amin
www.linkedin.com/in/nadeemamin
twitter.com/eQu8ion
shehris@gmail.com