Digital@retail final 06042013_mea_lowres

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Digital@retail final 06042013_mea_lowres

  1. 1. “I need a product” "I wonder which product is right for me?" "I wonder what's out there?" "Where should I go to find out?" “Am I paying the right price for this product?” "That's what I'm going to get." "Where will I buy it?" Do I like it?” 3
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  6. 6. “I need a product” Prompt "I wonder which product is right for me?" Access Experience/ Evaluate "I wonder what's out there?" "Where should I go to find out?" “Am I paying the right price for this product?” Select Purchase "That's what I'm going to get." "Where will I buy it?" Consume/ Evaluate/Share Do I like it?” 4
  7. 7. Prompt Experience/ Evaluate Access Access barrier Evaluation barrier Selection barrier Access Experience/ Evaluate Purchase barrier Experience/ Evaluate Access Consume/ Evaluate/Share Experience/ Evaluate Access Purchase Select Omni-channel shopping Online, Offline, Social and Mobile Purchase ROPO Showrooming 9
  8. 8. Prompt Experience/ Evaluate Access Access barrier Evaluation barrier Selection barrier Access Experience/ Evaluate Purchase barrier Experience/ Evaluate Access Consume/ Evaluate/Share Experience/ Evaluate Access Purchase Select Purchase 29
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  21. 21. ROOMS BY SAMSUNG Technology and style curated for how you live 16
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  29. 29. SAMSUNG SPOKES Accelerating discovery through commerce-enabled media 39
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  37. 37. SAMSUNG SHOPPING COACH We help you over the hurdles to purchase anytime, anywhere. 60
  38. 38. • • • • Source: eMarketer, 2012 / Point of Sale News, May 2011 / eMarketer, 2012 / Mediapost, 2011 41
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  47. 47. Save Product Info To Mobile Location-based Alerts Sales-bot End Cap Optimized Samsung Store On Amazon Smart TV Demo Station Accessory NFC Shelf Liner Tweet-to-compare Smart Remarketing Samsung Connected Cart Smart Mobile Coupons Text-to-buy Lifestyle Curation / Rooms by Samsung Native E-Commerce / Samsung Spokes Retail on Demand / Samsung Shopping Coach Shopper Impact 5 2 3 4 4 4 4 3 5 5 5 Business Impact 4 5 3 4 4 4 4 5 5 5 5 4 5 4 4 5 4 Scale: 1 = Low (Poor), 5 = High (Good) Prioritization = Simplicity, Scalability, Speed to Market, Economical Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational Scalability (30%) = # of (major) markets (where applicable) as % of revenue Simplicity (40%) = Technical, Organizational, Commercial Speed to Market (15%) Business Impact (50%): Impact concept has on sales User Impact (50%): Impact concept has on solving shopper barriers IMPACT 4 3 3 4 4 4 4 4 5 5 5 Economical (Opp. of Cost) 5 5 3 5 3 4 5 3 3 2 2 Scalability 5 2 5 4 5 3 5 2 2 3 2 Simplicity (Opp. Of Complexity) 5 4 4 5 3 2 3 3 3 3 2 Speed To Market 5 5 3 5 3 3 5 3 3 2 2 FEASIBILITY 5 4 4 5 4 3 4 3 3 3 2 4 5 4 3 4 4 2 2 2 4 2 2 3 2 2 3 2 2
  48. 48. Save Product Info To Mobile Location-based Alerts Sales-bot End Cap Optimized Samsung Store On Amazon Smart TV Demo Station Accessory NFC Shelf Liner Tweet-to-compare Smart Remarketing Samsung Connected Cart Smart Mobile Coupons Text-to-buy Lifestyle Curation / Rooms by Samsung Native E-Commerce / Samsung Spokes Retail on Demand / Samsung Shopping Coach IMPACT 4 3 3 4 4 4 4 4 5 5 5 FEASIBILITY 5 4 4 5 4 3 4 3 3 3 2 4 5 4 3 2 2 Scale: 1 = Low (Poor), 5 = High (Good) Prioritization = Simplicity, Scalability, Speed to Market, Economical Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational Scalability (30%) = # of (major) markets (where applicable) as % of revenue Simplicity (40%) = Technical, Organizational, Commercial Speed to Market (15%) Business Impact (50%): Impact concept has on sales User Impact (50%): Impact concept has on solving shopper barriers Considerations Digital Wallet (Mobile App), Product Finder Service Digital Wallet (Mobile App), Retailer Finder Service, GPS On/Offline Interactive Experience, Product Finder Service, Gesture/Voice Recognition 3rd Party Service (Amazon - Brazil, Canada, China, France, Germany, India, Italy, Japan, Spain, United Kingdom) On/Offline Standalone Interactive Experience, TV with Connected Computer Mobile Web/Mobile App, NFC, Product Finder Service Twitter-bot, Product Comparator Service (w/ deep links), Shopper Inquiry Service Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration, Digital Wallet (Mobile App), Retailer Finder Service Shopping Cart Service (E-Commerce), 3rd Party API Integration Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration SMS, (3rd Party) E-Commerce Co-branded microsites, third party retail, social networks; Web, Mobile Web, Interactive Kiosks; (Product Finder Service, Retail Finder Service, Shopping Cart Service (E-Commerce)) Content Service for Third Parties; Shopping Cart Service (E-Commerce) for Third Parties Web, Mobile Web, Mobile App; Product Finder Service, Recommendation Engine Service; Shopping Cart Service (E-Commerce), Online Chat Service
  49. 49. Questions to Markets for Local Activation • Are there any potential clients to pitch these ideas to? Existing clients or new business? • Are there any existing conflicts? Existing vendor commitments? • Have you pitched similar ideas before? Will there be any perceptual issues of this type of offering to overcome? • Do you need support to pitch these ideas? Any ideas as to timeframes to get these in front of clients (ie. How immediate/likely is the opportunity)? • Do you need support to develop the ideas with these clients versus in house capabilities? Strategy, Planning, Executing with TBG (delivery management)?
  50. 50. Thank you 감사합니다
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  57. 57. Access Visit Navigate Locate Experience/ Evaluate Understand Meaning 44
  58. 58. Economical (Opp. of Cost) Cost) Scalability Simplicity (Opp. Of Complexity) Speed To Market FEASIBILITY Save Product Info To Mobile 5 5 5 5 5 Digital Wallet (Mobile App), Product Finder Service Location-based Alerts 5 2 4 5 4 Digital Wallet (Mobile App), Retailer Finder Service, GPS Sales-bot End Cap 3 5 4 3 4 On/Offline Interactive Experience, Product Finder Service, Gesture/Voice Recognition Recognition Optimized Samsung Store On Amazon 5 4 5 5 5 3rd Party Service (Amazon) Smart TV Demo Station 3 5 3 3 4 On/Offline Standalone Interactive Experience, TV with Connected Computer Accessory NFC Shelf Liner 4 3 2 3 3 Mobile Web/Mobile App, NFC, Product Finder Service Tweet-to-compare 5 5 3 5 4 Twitter-bot, Product Comparator Service (w/ deep links), Shopper Inquiry Service Smart Remarketing 3 2 3 3 3 Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration, Digital Wallet (Mobile App), Retailer Finder Service Samsung Connected Cart 3 2 3 3 3 Shopping Cart Service (E-Commerce), 3rd Party API Integration Smart Mobile Coupons 2 3 3 2 3 Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration Text-to-buy 2 2 2 2 2 SMS, (3rd Party) E-Commerce Scale: 1 = Low, 5 = High Prioritization = Simplicity, Scalability, Speed to Market, Economical Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational Scalability (30%) = # of (major) markets (where applicable) as % of revenue Simplicity (40%) = Technical, Organizational, Commercial Speed to Market (15%) Enabling Technologies 51
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  68. 68. Samsung.com nPlatform Roadmap Accelerate Business Requirements Business Organization Enablement Requirements Technology Technology and Operational Requirements Business Transformation Change Management Continuous Innovation Technology Assessment Enterprise Alignment Technology Selection Strategy nPlatform Development Plan & Execution Product Lifecycle Management nPlatform Roll Out Plan Property Roll Outs oPlatform Development Transition Business Requirement Definitions Property Decommissioning Continuous Business Innovation Customer Experience Plan User Experience Strategy, Content Strategy (Owned, Sourced, Acquired), Search Strategy Metrics & Measurement Plan Reporting & Optimization Content Development & Optimization Structure, Governance, Processes, Systems, Tools, Work Flows Innovation Work stream KTBR Operating Model Two Operating Models Gain Efficiencies in New Model 66
  69. 69. Prompt Access Experience/ Evaluate Select Purchase Consume/ Evaluate/Share 68
  70. 70. "I wonder what's out there?" "Where should I go to find out?" Prompt Access Experience/ Evaluate Select Purchase Consume/ Evaluate/Share Visit: visiting a shop/website/resource to gather information [Awareness/familiarity], [Trust], [Convenience], [Expectation of experience – environment, pressure, quality of information], [Merchandising – product assortment/availability] Navigate: getting to the section/category where the product and/or information is located [Layout/IA], [Product presentation], [Guidance tools – sales people, navigation, signage], [Distractions – alternative products, ambush] Locate: choosing a product(s) to learn more about/experience/test [Assortment size – too many choices/products], [Search/Filtering tools - search engine, UX, categorization, filters, buying guides], [Information quantity & quality], [Quantity of individual product information], [Product differentiation, or lack thereof], [Guidance tools – sales people, navigation, signage], [Distractions – alternative products, ambush] 69
  71. 71. Retail solutions that help shoppers access (visit, navigate, locate) information, stores and products Who: E-Mart / Balloon store Barrier: Physical distance inhibited shoppers from visiting store often, psychological distance inhibited shoppers from switching stores Solution: WiFi-enabled, virtual Pop-up store at high traffic locations around Seoul KSF: Instant gratification Enabling technology: - 3G/4G WiFi - Mobile web - E-commerce 70
  72. 72. Retail solutions that help shoppers retain information/product they were researching at a previous touchpoint Who: Amazon.com / Wishlist Barrier: While many start at Amazon, the majority of shoppers would leave to continue their shopping experience (omnichannel shopping) Solution: Virtual memory locker accessible through web, mobile and browser (BHO)  shareable with social network KSF: Everywhere accessibility, Personalization Enabling technology: - Web / Mobile web - E-commerce (wish list) + Web service API - Promotions engine - Browser helper objects (BHOs) 71
  73. 73. "I wonder which product is right for me?" Prompt Access Experience/ Evaluate Select Purchase Consume/ Evaluate/Share Understand (dimensionalize): understanding available choices and the criteria utilized in selecting choices [Knowledge of available alternatives (Brands and SKU)], [Concerns about information quality – trust, accuracy], [Understanding the attributes of a product ('Techno-babble‘)], [Lack of education tools, knowledgeable sales associates ], [Relevant attributes to base choice on (objective/subjective) – decision tools, intelligent agents] Meaning: translating understanding into personally relevant knowledge [Individual meaning – based on life contexts (situations/roles/stages)], [Social meaning – symbolic signaling to relevant others] 72
  74. 74. Retail solutions that help shoppers get access to deeper, richer content and product experiences Who: Burberry / Regent Street Flagship store Barrier: The experience at Burberry was limited to passive product displays and the availability of competent sales people Solution: Rich and immersive brand experience store that seamlessly connects display, mobile and location based experiences KSF: Instant gratification, Personalization Enabling technology: - WiFi / RFiD - Connected Interactive display - Mobile App - Personalization 73
  75. 75. Retail solutions that help shoppers have immersive, and often personalized experiences with products and/or information Who: Nike / Fuel station Barrier: Difficult to communicate the benefits of Nike fuel band through traditional means Solution: Immersive experience store that allows shoppers to see, try and visualize the complete Nike Fuel solution from start to end KSF: Personalization, Instant gratification Enabling technology: - Web / Mobile + Web / Mobile app - Web services - Connected interactive displays - Bespoke hardware / display + sensors (Nike Fuel Band) 74
  76. 76. "That's what I'm going to get." “Am I paying the right price for "Where will I buy it?" this product?” Prompt Access Experience/ Evaluate Purchase Select Consume/ Evaluate/Share  Overcoming decision anxiety: Cost vs. Benefit analysis based on knowledge gained throughout the process [Final cost analysis - price, rebates/promos/deals, tax, delivery cost), [Final benefit analysis], [Final risk assessment (warranty, return policy, price protection policy)], [Social affirmation] Channel/Retail selection: Figuring out where to buy the selected product [Product availability], [Delivery logistics], [Payment mechanism], [Expectations of experience], [Trust], [Convenience] Transaction: Final act of purchasing the selected product 75
  77. 77. Retail solutions that help the shopper reach a better product selection Who: Laura Geller / Beauty bar Barrier: Whereas the offline cosmetics shopping experience is inherently social and interactive, the web experience was individual and unidirectional Solution: Web based social shopping with deep integration to Facebook and Twitter KSF: Personalization, Instant gratification Enabling technology: - Web / mobile web - Social network integration - Loyalty / points engine - Promotions engine 76
  78. 78. Retail solutions that help remove final barriers that inhibit the purchase of a product Who: Hointer / In-store experience Barrier: Shoppers at clothing stores face two barriers that inhibit purchase – size availability and the fitting room, two things that traditionally have relied on the availability of a salesperson Solution: The fully-integrated ‘phygital’ store KSF: Instant gratification + (removal of annoying salespeople) Enabling technology: - Mobile app - QR code - Inventory lookup web service - In-store resource (fitting room) booking web service 77
  79. 79. Prompt Experience/ Evaluate Access Access barrier E-Mart / Balloon store Wal-Mart / Virtual toy store HomePlus / Billboard store Macy's / Indoor GPS Fastmall.com / Indoor nav. guide Amazon.com / Wishlist Google / Google keep Google / Google wallet Evaluation barrier Purchase Select Selection barrier Burberry / Flagship store Laura Geller / Beauty bar Adidas / Interactive store window Tiffany / Engagement ring app Audi / Audi city Chevy / Product comparison tool Kate Spade / Interactive signage Mini / Car builder HYC / Conductive ink packaging Etsy / Social curation SellPoint / Content network Amazon / Recommendation engine WebCollage / Virtual store-in-store Nike / Fuel station Crate & Barrel / 3D room designer TXT4VID / SMS short code IKEA / Personification Staples / Personification IBM / AR comparison shopping IKEA / AR catalog Shopperception / Gesture based analytics Perch / Interactive projection display Consume/ Evaluate/Share Purchase barrier Hointer / In-store experience Nordstrom / Buy online, pick up offline Amazon / Shopping cart Zappos / Return policy Chirpify / Tweet to purchase MasterPass / Seamless checkout Swarm / In-store offers Enabling technology Content management & delivery (applications, tools, analytics, systems, hardware) / Point-to-Point / Display / Connectivity / Transaction 78
  80. 80. Retail solutions that help shoppers access (visit, navigate, locate) information, stores and products Who: E-Mart / Balloon store Barrier: Physical distance inhibited shoppers from visiting store often, psychological distance inhibited shoppers from switching stores Solution: WiFi-enabled, virtual Pop-up store at high traffic locations around Seoul Enabling technology: - 3G/4G WiFi - Mobile web - E-commerce 79
  81. 81. Wal-Mart / Virtual toy store (QR code) HomePlus / Billboard store (QR code) 80
  82. 82. Macy's / indoor GPS (location based navigation guide) Fastmall.com / indoor navigation guide (location based navigation guide) 81
  83. 83. Retail solutions that help shoppers retain information/product they were researching at a previous touchpoint Who: Amazon.com / Wishlist Barrier: While many start at Amazon, the majority of shoppers would leave to continue their shopping experience (omnichannel shopping) Solution: Virtual memory locker accessible through web, mobile and browser (BHO)  shareable with social network Enabling technology: - Web / Mobile web - E-commerce (wish list) + Web service API - Promotions engine - Browser helper objects (BHOs) 82
  84. 84. Google / Google keep (multi platform synch virtual memory) Google / Google wallet (mobile product ID + comparison) 83
  85. 85. Retail solutions that help shoppers get access to deeper, richer content and product experiences Who: Burberry / Regent Street Flagship store Barrier: The experience at Burberry was limited to passive product displays and the availability of competent sales people Solution: Rich and immersive brand experience store that seamlessly connects display, mobile and location based experiences Enabling technology: - WiFi / RFiD - Connected Interactive display - Mobile App - Personalization 84
  86. 86. Adidas / Interactive store window (gesture control – virtual locker) Audi / Audi City (interactive showroom / USB takeaway) 85
  87. 87. Kate Spade / Retail display (digital signage - multimedia content) HTC / Product packaging (conductive ink packaging) 86
  88. 88. SellPoint / Distributed content network (Content syndication) WebCollage / Virtual store-in-store (Content syndication) 87
  89. 89. Retail solutions that help shoppers have immersive, and often personalized experiences with products and/or information Who: Nike / Fuel station Barrier: Difficult to communicate the benefits of Nike fuel band through traditional means Solution: Immersive experience store that allows shoppers to see, try and visualize the complete Nike Fuel solution from start to end Enabling technology: - Web / Mobile + Web / Mobile app - Web services - Connected interactive displays - Bespoke hardware / display + sensors (Nike Fuel Band) 88
  90. 90. Crate & Barrel / 3D room designer (web content) TXT4VID / TXT4VID (SMS shortcode – multimedia content) 89
  91. 91. IKEA / IKEA store + IKEA.com (personification in physical/virtual space) Staples/Regus / Store-in-store (personification in physical space) 90
  92. 92. IBM / Mobile shopping tool (augmented reality) IKEA / Catalog (augmented reality) 91
  93. 93. Shopperception / Shopperception (gesture control + measurement) Perch / Product display (gesture projection) 92
  94. 94. Retail solutions that help the shopper reach a better product selection Who: Laura Geller / Beauty bar Barrier: Whereas the offline cosmetics shopping experience is inherently social and interactive, the web experience was individual and unidirectional Solution: Web based social shopping with deep integration to Facebook and Twitter Enabling technology: - Web / mobile web - Social network integration - Loyalty / points engine - Promotions engine 93
  95. 95. Tiffany / Engagement ring app (Mobile App, Schedule appointment in store) 94
  96. 96. Chevy / Chevy.com (cross-brand comparison) Mini / Mini.com (car builder / personalization) 95
  97. 97. Amazon / Amazon.com (recommendation engine) Etsy / Etsy.com (social curation) 96
  98. 98. Retail solutions that help remove final barriers that inhibit the purchase of a product Who: Hointer / In-store experience Barrier: Shoppers at clothing stores face two barriers that inhibit purchase – size availability and the fitting room, two things that traditionally have relied on the availability of a salesperson Solution: The fully-integrated ‘phygital’ store Enabling technology: - Mobile app - QR code - Inventory lookup web service - In-store resource (fitting room) booking web service 97
  99. 99. Amazon / Amazon.com (shopping cart – save for later – wish list) Nordstrom / Buy online-Pick up in store policy 98
  100. 100. Zappos / return policy Chirpify / Tweet-to-buy (instant purchase via social media) 99
  101. 101. MasterPass / Seamless checkout (in-store virtual payment) Swarm / In-store WiFi offers (location based mobile app) 100
  102. 102. Prompt Experience/ Evaluate Access Access barrier Evaluation barrier Purchase Select Selection barrier Consume/ Evaluate/Share Purchase barrier VOC: Local product/marketing managers How do you maintain customer interest from online to store (and store  online)? Once consumers are in the store (online or offline), how do you: • get customers to notice and engage with your content? • help consumers contextualize products? • translate core benefits and features, not just price? • get consumers to buy in store? If (after) consumers leave the retail environment, how do you help them remember the product (information) they looked at? 101

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