The document discusses several trends in technology and customer behavior: 1. Mobile devices are becoming the primary way for people to access the web and shop online. 2. People are more inclined to get recommendations from other users rather than advertisements. 3. Businesses are using loyalty programs, targeted ads, and social media to better engage with customers online.

2. !
?
, , , app..
Full functionality of It is a common emotion People would rather One Facebook account It’s not what technology
web browsing is now of social networks listen to other users may be used to sign up for we have to sell - it’s what
avaliable via mobile to share, what, where, than to ads - proven by any service, your e-mail best customer experience
devices - web is no longer with whom are you rapid growth of advice servises. is a universal login - everybody we can deliver, and only then
on the desktop and laptop. doing. got used to sign up quickly what technology should be
developed to make it possible
! coffee
Public spaces are becoming creative People are still looking Temporary retail in places where General public appreciates
clusters, they are filled with new for free wify around customers work, spend their lectures, attends seminars,
public, new function and the city, because not all free time have become a trend are eager to broader their
software devices support 3g over last two years overview.

3. Rapid growth of coupon Pop-up stores Loyalty programs Case of Amazon Most businesses Regular emails
servises, that are appear on events stimulate customers shows that sometimes run pages and apps sent to members
conceptually introducing and operate in the to stay with the brand people buy stuff only because in social networks to keep them up
the same discounts in new environment, familliar and buy more it was shown to them in the communicate with to date with latest
package and convenient right time, based on history of customers and news and great deals
for the customer purchaces, and personal access their personal
data information
Business takes active By carrying out QR codes are widely Business try to Age, gender, Digital publishing
part in social life of internal research, used to gain quick shift their customers gepgraphicaly is a way to distribute
its customers - a company doesn’t only access to information online using place targeted ads in social print materials
by sponsoring and improve inhouse intelligence via camera of mobile device of sale campaigns in networks are very likely online and on mobile
organizing events in the field, but also and simple software their stores to reach the right devices, and to include
gain trustworthy among audience interactive elements
clients and partners. into publications.

4. It’s quick and easy Customer wants to Apps with rewarded We are comfortable Customers try to Multy-platform accounts
to sign up in be in control of what he challenges have proved that on our devices we are find as many info help to manage user data online
one click. buys,what discounts he success, AlterGeo and always loged in into mail, about the product as they with no need to go back
gets. Foursquare business in facebook, it’s private can before they make to external phisical media
in a way built on this space. purchase
concept.

6. 12 000
20% OFF
2
O
20% OFF
Click and Brick is useful tool for businesses that do have a network of phisical locations but wish to transfer major customer flow online. There are three easy steps:
Every item on the shelf has an interactive POS material with a QR code on it, that offers to buy online on a discount, for items that are not presented on shelves -
but are online, there is a wall-size print featuring pictures and QR codes that lead to this items in on-line store. Interactive screen contains information about
every item, pictures, videos, 3d models, user may select colour, memory size and other specification and get a QR code for this unique purchase, to scan with
mobile device or take a picture to scan later. An app for IOS, Android and other popular platforms has a feature of scanning QR codes, but it is actually an online
store app, that integrates this feature for greater user experience.

7. An opportunity to shop on a discount, getting free shipping
and avoiding standing in lines promts customer to download
a free app, initially to scan QR codes.
But, an app is actually a fully functional online store, that is
synchronized with user’s account on a web site and other
platforms.
The app serves as a universal payment tool - there is no need
in discount cards, that you always forget to take with you,
no need to fill out forms, no need to log in to an interactive
terminal each time - your wallet, your identification card, your
account with all your personal information, bonuses, purchase
history is always in your pocket on your mobile device.
Once user downloads the app, he easily logs in with his Facebook,
Twitter or Vkontakte account, and all his personal information
is filed automaticaly. Now, an app can keep track of what a customer
have bought or just looked through, and give personolized advice
of what may interest him just as Amazon does, as well based on
age, gender and other personal information accessible via social
network account.
From now on customer is not just a customer anymore - he is a member.
Now he can browse through online store, invite his friends in
social networks to use the app, share great deal he got, and earn
bonuses for this actions, this way promoting the app online.
While using an app, a member can be promted to use
social network app, like the store on Facebook, get emails with special
offers and best deals, always be informed, all within one account,
synchronyzed among different platforms and devices.

8. This type of promotion is inspired by case of Dropbox - they give 250mb if free storage space for each friend that has registered via your invite.
This shifts marketing budget to discounts, but very accurate ones. Users have an account, and may earn money for completing challenges.
They earn their first bonus for downloading the app, then - for inviting their friends. Nothing new so far. But - then a customer starts making
purchases - and may get a discount for sharing a deal he just made on Facebook, Twitter, Vkontakte, the more accounts - the more discounts!
But it’s not all the majic - to stimulate most active users of social networks - you may give them bonus of discount based on how many friends
they have, say, on Facebook - this way you pay for exact number of users that will get to know about you - just set the price, according to how you
value a new unique user. This way people may use the app to earn money - literaly getting payed for promoting your service - the app this way
has an element of a game, users are inspired to tell more friends about the app. This also suits the identified thrend - users tend to believe
what other people share and advice online - more than what they see in commercials. This way an app is promoted in most active and perspective
environment - in social networks.

9. Coupon services are nothing new - they serve the essence of discounts - to get more customers to buy a product today to stimulate cash
flow, which is crucial for every retail business. What they did well was selling the old trick in new cover - discounts are annoying, they
make you feel they’re trying to push you stuff you don’t need - but coupons, serving absolutely the same goal as discounts, have made it
social, and online, and, in the end, fun. In a store 2.0 there is a great apportunity to use this approach without giving away any added walue
to Groupon. The same mechanism can be ran inside your store - via your mobile app, there can be a special section in best deals with the
same message - to buy a coupon, or make a reservation to buy an item, and if a minimum feasible number of buyers is reached - the deal
is done. One more advantage of this approach is advertizing gear of coupon servises - you can advertize deals with Facebook targeted ads,
and have people register and start using your service. Unlike groupon - you have a store to browse, not just short-time deal, plus an opportunity
to earn bonuses by sharing with your friends!

10. When you use the same product-wall print
from Brick&Click store as an outdoor ad -
every location you place it becomes a pop-up store!
It may be on subway, on a bench, a lightbox - and if
you provide a free wify and place to sit in some locations
it would automaticaly create a public space around -
people are still looking for free wify in the city,
sometimes having to stand near coffe shops to check
their mail - now they will have connection in
the street, and you’ll get a word of mouth, a good case
for blogs and new users of your service!
This format of outdoor can be used at different
events in public places, parks, indoor locations,
parties, as a real pop-up store - sell where your customer
is, with minimum expence!
Expose goods relevant to the event, to the categogy of,
location, time of year.

11. Since retail 2.0 is in its development stage,
and has strong development perspective,
with a real chance to become must-have
practice for retail busuness - there is a chance
to become a guru of retail 2.0 - to be associated
with this industry as a leader in intellegence
and research by holding a retail 2.0 research
lab, blogging on the topic, rebloging and retweeting
Google ZMOT project, McKinsey Marketing
reports, other retail labs, holding lectures and
seminars.
This will contribute to intangible assets such as
reputation, trustworthy, your company will become
an issuer of knowledge in this field.
Retail itself is a broad and interesting, creative
research topic, consumerism is the only true
international launguage that managed to cross all
the boarders, geographical, ethical, ethnical,
religious.
On the other hand, internal research may
help to improve your servises and be on the
edge of innovation to make a true industry leader.

12. It is a right question to ask - why should we use a mobile device to make
purchaces if we have customer cards, interactive terminals, or can symply
pay cash upon delivery?
There are many ansvers.
To start with the fact that cards are forgotten home most of the time, to get them
user has to fill in forms, employees have to do paperwork, manually type in
customer information. When you download an app you simply login with your
Facebook, Twitter or Vkontakte account, and all the information is automaticaly
there.
Interactive terminals are good for displaying goods - but not for purchasing.
Imagine a walk-in customer - having to somehow identify himself - enter adress,
name, when he can just scan a code and walk away, arranging delivery time on the go.
Paying with cash leaves no record, at least for a customer, while in the mobile device
all the history, bonuses, discounts are preserved and displayed on demand.
Also, we should remember that retail 2.0 is an emerging format, and, switching to it,
business should think a decade ahead. Remenber, how mobile internet,
usage of apps, device functionality and distribution has improved over last year?
Now imagine what is coming in next 5 years. Quite a reasonable horizon for
a business to foresee.
To be on competitive edge you must provide the best customer experience.
For customer, shopping is an emotional journey - and you have to make them
feel good using your service - being where they feel confortable - in their
mobile device, simply - in their pocket!