Case Study: Using Digital to Create Luxury Retail Experiences

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David Womack, executive creative director for mobile and social platforms at R/GA, has been working with luxury jeweler Tiffany & Co. for years to develop their presence on the web, in social, and through apps. Now he's working with the brand to translate that momentum into digital experiences that are redefining the luxury experience in retail.

Business Education

Using Digital to Create Luxury
Retail Experiences
David Womack
Executive Creative Director, Mobile and Social Platforms

Proprietary & Confidential. © 2014 R/GA All rights reserved.

Proprietary & Confidential. © 2014 R/GA All rights reserved.

3

Why is mobile important to retail?

%
90

%
84

Of smartphone
shoppers use
their phone for
pre-shopping
activities

Of smartphone
shoppers use
their devices to help
shop while in store

Shoppers who use mobile more,
spend more in-store.
Frequent mobile shoppers spend 25% more
in-store than people who only occasionally
use a mobile phone to help with shopping

Proprietary & Confidential. © 2014 R/GA All rights reserved.

4

Why is mobile
important to retail?

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5

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6

eCommerce

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7

mCommerce

eCommerce

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8

Retail sales

mCommerce

eCommerce

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9

So what is mobile good for?

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10

Bridging online
and offline to create a
seamless experience

WEB

RETAIL

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11

Bridging online
and offline to create a
seamless experience

MOBILE
WEB

RETAIL

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12

01

Engagement Ring Finder
and Retail App

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13

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14

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15

Engagement
Ring App

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16

Ring Finding

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17

Making an appointment

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18

Our #1 complaint

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19

The Retail
App

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20

Appointment
Details

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21

Customer
History

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22

Being seamless is complicated

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23

Is there
a book
for that?

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24

02

From Seamless to Serendipitous

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25

What is a beacon?

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26

The New Couponing

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27

Adding value to the experience

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28

From web to app

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29

App
notifications

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30

From app
to web

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31

Customer adds item to wishlist

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32

Customer walks past store

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33

Relevant Products Chosen

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34

Customer is notified

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35

In-store
Analytics

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36

From retail to digital
Observing in-store behavior to drive online recommendations

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37

03

Digital in Retail:
Considerations

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38

1. Digital will deeply impact retail shopping.

2. Mobile can play a key role in the purchase cycle, but
probably not as the point of purchase.
3. Simple retail experiences involve a lot of variables,
including pesky humans.
4. Don’t disregard beacons because the initial
implementations are uninspired.
Proprietary & Confidential. © 2014 R/GA All rights reserved.

39

Case Study: Using Digital to Create Luxury Retail Experiences

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Case Study: Using Digital to Create Luxury Retail Experiences

4. Why is mobile important to retail? % 90 % 84 Of smartphone shoppers use their phone for pre-shopping activities Of smartphone shoppers use their devices to help shop while in store Shoppers who use mobile more, spend more in-store. Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping Proprietary & Confidential. © 2014 R/GA All rights reserved. 4

39. 1. Digital will deeply impact retail shopping. 2. Mobile can play a key role in the purchase cycle, but probably not as the point of purchase. 3. Simple retail experiences involve a lot of variables, including pesky humans. 4. Don’t disregard beacons because the initial implementations are uninspired. Proprietary & Confidential. © 2014 R/GA All rights reserved. 39

Editor's Notes

Mobile in retail is blowing up right now and we have projects in all of these areas. Today we’re going to focus on apps for consumers and sales staff and alerts that are activated through beacons and gps.
http://ssl.gstatic.com/think/docs/mobile-in-store_research-studies.pdf
http://ssl.gstatic.com/think/docs/mobile-in-store_research-studies.pdf
Phil
David
Tiffany is a seasonal business but can’t scale workforce but needs technology to fill in these gaps. From
Tiffany is a seasonal business but can’t scale workforce but needs technology to fill in these gaps. From
Phil
Completely new space in terms of sales agents/retail integration
Shopkick > Estimote > Swirl

Case Study: Using Digital to Create Luxury Retail Experiences

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Case Study: Using Digital to Create Luxury Retail Experiences

Editor's Notes