Presentation with Mark King at Google Next '18 London

1. Challenging the Status Quo
in Retail
Mark King
UK&I Retail, Partners, Google Cloud
Matt Lloren
UK Retail Sector Leader / Customer
Engagement specialist, Slalom

2. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+
of smartphone users have
purchased from a company/brand
other than the one they intended to
because the information provided
was relevant to their current
situation. (significantly higher YOY)
53%

3. Meet
Jane

4. Thanks, but
no thanks
Promotions
4K Ultra HD TVs
OLED TVs

5. Again?!
Featured TVs
Ultra 4K TVs
OLED TVs
Shop TVs

6. What if you
consider
everything
you know
about her?
Store credit
cards
Returns
Purchase
patterns
And
more...

7. Promotions
Subwoofers
Sony - Core Series Dual 5” 3-Way
Floorstanding Speakers (Each) - Black
Sony - High Power XB6 Portable Bluetooth
Speaker - Black
Add to compare
Add to compare
Now that’s
more like it!

8. of people expect
brands to deliver a
consistent experience,
but only
42%
Think they do.
Google/Greenberg
Survey, 2017
62%

9. Inventory
management
DistributionBilling & purchases
Personal
Experience
Point of sale
DARK Social
Email
management
CRM systems
Ad
campaigns
Customer service
Web & app
analytics
Loyalty programs
So many
‘data silos’...

10. Retail value chain
Omni Channel
Commerce
Merchandising
& Assortment
Fulfillment
& Delivery
Logistics &
Supply Chain
Store
Operations
Customer
Acquisitions

11. “Is there a status quo in retail?”

12. The age of
assistance
Customers want conversations to help them get
the answer they need. Bots are becoming more
human and in some cases can be faster and more
reliable.
MeetCleo

13. A fulfilling
experience
Customers now have more control over the last
mile. There is no longer a need to call the brand /
retailer to re-arrange or get updates.
● Firebase
● Maps
● GSuite
● BigQuery
● Cloud Translation API
● DialogFlow

14. Customer data from different sources can
help sales people to personalise the brand
experience.
● Product purchased / wishlists
● Favoured colours
● Location
● Channel
● Time of year (Eid, Christmas, CNY)
● Emotions :) :(
Loyalty is driven by
experience
Crowdemotion
Eurostar

15. Employees are
learning faster
Traditional corporate learning is quickly
being augmented (replaced?) with real time
peer-to-peer learning. Salespeople and
employees want an easy way to share, learn
and collaborate.
Concept of social app

16. ‘Store’ of
the future
E-commerce and retail channels are becoming
a more seamless experience. Creating a truly
seamless and memorable experience requires
everyone to work together: product,
merchandising, supply chain, marketing, and
sales...and brand partners like chefs, patiseries,
and designers.
Jodie
AskHN
5 Carlos Place

17. Proprietary + ConfidentialGoogle Data, US, Jan - Sept 2015 vs. Jan - Sept 2017. Classification for retail stores and products were based on a list of large retailers and top product searches, and may not account for every product and store
Mobile searches that
include both a product
and store name grew over
95%over the past 2 years.
(e.g. Screwfix wall plugs)

18. Lightning fast
analytics
Data analytics is becoming a part of organisational
culture. The end user is expected to use analytics to
make decisions. Tools like Tableau and BigQuery can be
used to help users across the business quickly query
billions of records and visualise the data to quickly help
make business decisions.

19. Culture…
breakfast
“Our failure to adapt has not therefore been a result of
weakness in strategic thinking, nor a lack of talented
leadership, nor of capital expenditure”.
Behind most underperforming businesses there sits
organisational failure that has proved resistant to
change. Our case is no exception, that is not to say that
we do not have many great and passionate colleagues.
We owe it to them to make change an imperative, to
simplify the culture, and create a faster, lower cost,
more commercial business.”

20. Google Cloud
Foundation for
strategic partnership
AdWords
DoubleClick
Google
Analytics
Chrome
Android
Google
Assistant
Daydream
Shopping
Merchant
Center
Firebase
Google
Maps
Google
Express

21. Where Is Google Cloud helping retailers
Faster insights
with data
Predictions
with AI
Workforce
transformation
Dynamic
customer
experiences
Connected
retail partners
IT
agilityFor
you!
Customer Analytics
In Store Analytics
Retail Data Warehouse
Real Time Inventory View
Trend Forecasting
Inventory Forecasting
Assortment Planning
Intelligent Call Center
Information Hub
Mobile Workforce Solutions
Dynamic Training
Collaboration and
Productivity
Personalization
Conversational Commerce
Smart Store
Dynamic Digital Signage
Supply Chain Collaboration
Connected Marketplace
Vendor Management
Cloud Enhanced Solutions

22. Where is Google Cloud helping retailers
Faster insights
with data
Predictions
with AI
Workforce
transformation
Dynamic
customer
experiences
Retail
partners
IT agility

23. Thank you.