Chantelle Group 5 mega trends for Retail

5 mega trends for
retail
!1
http://www.linkedin.com/in/laurentdeteneuille
2014, october 17

!2
WITHIN THE BNP PARIBAS GROUP, BNP PARIBAS PERSONAL
FINANCE IS A PARTNER TO PRIVATE INDIVIDUELS FOR THEIR
DAILY BUDGETING NEEDS (CONSUMER CREDIT, HOME LOANS,
SAVINGS AND INSURANCE PRODUCTS).
THE COMPANY IS PRESENT IN MORE THAN 20 COUNTRIES ON 4
CONTINENTS AND EMPLOYS OVER 16,000 PEOPLE.
A PRIVILEGED PARTNERSHIP WITH
RETAILERS
For more than 60 years, BNP Paribas Personal Finance has supported the growth of a number of
small and large retail groups, together with their franchises, affiliates and incorporated
companies, both in France and around the world.
Our partnership policy is geared towards offering the end customers of all our partners, in every
country, the financing solutions that best suit their needs.
• Key figures as of 31 December 2012
• Outstanding loans under management:
€122,9bn
• Earnings before tax: € 1.280bn as of 31
December 2012
• Net Banking Income: € 4.982bn as of 31
December 2012
• 12.75% of the BNP Paribas Group’s net
banking income
• 20 million customers

5 mega trends for
retail
!3
2014, october 17

According to Blake Nordstrom,
offering a first rate experience
in-store is even more important
as a growing number of shoppers
embrace m-commerce. Adding
shops must respond by giving
customers compelling reasons to
shop in physical locations. Back
to the store stream : the physical
place a “first rate experience".
According to Rick Caruso, "It’s
the experience around [in-store]
that leads to connection and
community, all wrapped up in
glamorous service" “While online
is still a critical part of the
retail ecosystem, people forego
online shopping in favor of the
atmosphere created by the brick
and mortar store"
Brick & Mortar : The place to socialize >Creating an experience that is
magical and memorable, over the transaction.

Need for community ›Relaxation ›Physical retail is crucial for fulfilling
the need for connection and community

People are looking for more human interaction ›Hospitality needs to be
front and center and the store is the physical embodiment of who they are
!5

2
Mobile Commerce Comes to
the Store
!6

Moving Beyond Omni-channel:

“Be Channel Agnostic”
Customers no longer recognize the existence of channels

About 7% of U.S. retail spending is online… the rest is offline. About 40%
of that —to the tune of almost $2 trillion —is influenced online and in
mobile
"I have never understood why we
call a s tore a no n- d ig ital
channel, because there is quite a
lot of digital technology in a
store.” —John Davison, Gartner,
NRF 2014
" I d o n ’t u s e t h e w o r d
omnichannelretail. If you have
to call it something, maybe
channel agnostic is best.” —Jeff
Roster, Gartner
!7

"We are here not just for a great
retail experience, but to make
sure it’s a lasting company that’s
going to survive a long time.” —
Julie Bornstein, Sephora, SVP of Digital

Color IQ is a shade matching service that takes a photo
of the skin with a special tool that reveals the true
skin tone and assigns it a Color IQ number •By using
the ID number the customer can find the perfect shade
match in a wide variety of goods (makeup, …) from
different brands that Sephora has already indexed.
"Me-Ality is taking its consumer
offerings to the next level by
sy nci ng o u r te c hno lo g y to
recommend the expertly curated
d e n i m s t y l e s o f f e r e d a t
Bloomingdale’s” T. Shaw, CEO Me-Ality
Me-Ality is a complimentary service that helps shoppers
find what fits, fast. After a quick scan in a Size-
Matching Station, shoppers can find their best fitting
styles from over 150 brands with categories including
tops, sweaters, pants, jeans, skirts and more. Each of the
personal recommendations is selected to fit and flatter
the customer unique shape
Provide unique, personalized experiences both online and in-store
›Combine the conveniences of online shopping with a personalized and
contextualized in-store experience

Combine the experience :
Mobile devices will give retailers another channel to deliver more
personalized, contextualized and targeted loyalty promotions to their
customers > Combining mobility and loyalty will shape and enhance the
future customer experience
!9
http://m.youtube.com/watch?v=B3MTRXM6Clw

4
Empowering the work force
for success!10

V a r i e t y o f d e v i c e s t o
c o m m u n i c a t e , t o s h a r e -
information in real-time, in-
store, while a customer face-to-
f a c e c o n t e x t , t o a c c e s s
productivity-enhancing Apps >
Task management tools > Push-
to-talk > Price look-up > Stock
availability > Up/Cross sell
proposition, ....
The Connected Vendor (sales
Associates) : > a real player in
the o mnichannel s trategy >
Connects Retail Teams to Each
Other and Customers is a way to
empower vendors–Importance of
t r a i n i n g – I n v o l v e m e n t –
Reassurance–Advice, expertise, ...
New applications put real-time customer data into the hands of store
vendors, which can lead to greater in-store conversion, increased cross/
upselling & improved customer experience
!11

Fortunately, the acknowledgment
of the potential for leveraging
this data to predict and prepare
for potential future purchases is
very significant.
But retailers are still in a
learning curve phase, for most of
them.
In a step-by-step approach,
i m p r o v e m e n t s i n d a t a
segmentation is a key driver.
Helping to decode the behavior
and the (hi dden) need s of
customer, it allows retailers - for
a start - to deliver a better
customer experience, through, for
instance consistent, contextual
and personalized offers.
Analytics in Retail are a key lever to predict and prepare for future
purchases

Retailers began to realize that consumer intelligence is every bit as useful
in understanding purchasing behavior as usual transactional data.

Above all, mobile, tablets and social media has accelerated the growth of
customer data new stream. Then, Omnichannel issue is one of the greatest
challenges of high-volume retailers in the next years.
!13

!15
• Macy’s is the first large retailer to
launch a limited pilot of an indoor
positioning, with the solution called
ShopBeacon”

• Macy’s is installing Beacon
transmitters throughout 2 stores.

“ShopBeacon” can :
• Welcome a shopper when she enters a
store and show her location-specific 

• Push special offers and
recommendations: discounts,
recommendations and rewards
without her having to remember to
open the app

!16
• Me-Ality is a complimentary service
that helps shoppers find what fits,
fast.

• After a quick scan in a Size-Matching
Station, shoppers can find their best
fitting styles from over 150 brands
with categories including tops,
sweaters, pants, jeans, skirts and
more.

• Each of the personal
recommendations is selected to fit
and flatter the customer unique
shape

http://www.me-ality.com/fit-solutions
BRAND - ldentifying fit lines/body types targeted by a brand
STYLE - The fit line within a brand (eg. slim, regular, etc.)
SKU - The fit line within a style (eg. skinny low rise, skinny mid-
rise, etc.)
FABRIC - Fabric blends and overall stretches (eg. cotton, nylon,
viscose, etc.)
COLOR - Rinses and finishes

http://www.huffingtonpost.com/2013/04/13/me-ality-machine-perfect-fit-jeans-video_n_3076359.html
Reduced returns rates by much as 84%

!17
« MySephora » App’
 
Vendors scan client’s loyalty card and
access to all client’s information

•Purchase historic, average basket,
•Preferred Brands/Goods, type of the
skin, with the Color IQ system
•Loyalty offer : promotion, points,
coupons.. 

→Vendors have more information to
push personalized offers to the client 

→Vendors can add the customer’s
on proposed product

Vendor can also fill up client’s
missing information (e-mail, phone

!18
Darty ‘Click & Connect’
• Book on darty.com
• Receives a specific SMS code
• Go to the click& collect
booth, Dial the code and Get
back the goods
‘GoMcDo’ solution

0. Enrollment

1.Order and payment initiated
on the website or on mobile
•Payment by bank card or
PayPal .Reception of the
dedicated # Order or QR code

2. Go to the ‘Easy Check-in’
Kiosk dial ‘# Order’ or Flash
the QR Code 

3. Get back order at the
dedicated booth
New Fnac’ App
•Buy product on mobile
•Geolocator tool
•Search Engine
•Wishlist
•Online order historic
•Goods follow-up
•An App’ which
scan all
product’s bar
code (in store)
to obtain more
information
E.Leclerc - Flashiz in App
A first pilot in France with Leclerc hypermarket
• A grey label mobile app «flash payment», part of their
global brand Apps ecosystem : “Mon Leclerc”
• This solution already tested in six hypermarkets
and on the website , possibility to scan a QR code to pay via
mobile (Remote/ Proximity)

!19
Retailer’s business stakes
Traffic in store:

Offers to attract the customer
in. store…whatever the
customer path (agnostic
channel)
Repeat business:
Services and solutions to bring
the customer back:
•Loyalty programs
•Convenience usage
•Memorable experiences
Keep the client in his business
eco system: Add new models to
keep the client in his eco
system, Goods delivery models
(home, store, drive,…), Mobile
Payment and Mobile wallet, etc

!20
Useful mapping of the positive and negative emotions and sensory cues.
Interesting method of mapping the touchpoints against the phases.

CONCLUSION

Back to the Store
It seems anachronic! But, after the era of sole store and then
the era of the full Digital shift, the market positions the store at
the heart of the customer experience, lever to create social and
local experiences that are magical & memorable

Customer is nowadays Channel Agnostic
Mobile comes to invite the customer experience, but customers
no longer recognize the existence of channels The issue is no
longer “omnichannel”, it is “to be channel agnostic"

Personalization of the customer experience
Provide tailored services & personalized experiences both online
and instore, is a key driver and a way to deliver consistent,
contextual and personalized offers in order to keep the
customer more and more loyal and engaged. Create emotional
cu s to m er exper ience is a key factor of yo ur Brand
Differenciation & Brand Unique Selling Proposition
!21

Illustration inspiration, in particular :

How Arts and Design can influence Retail industry driving 21st-century innovation,
fostering and embodying a new way to shop and to live new emotional experiences

http://www.madmuseum.org/
The Museum of Arts and Design (MAD) in NY, champions contemporary makers
across creative fields, presenting artists, designers, and artisans who apply the
highest level of ingenuity and skill to their work.

Sculptures de l'artiste japonais Tomoaki Suzuki, musée d'art contemporain de
Bordeaux
My own decoding after attending NRF 2014 Retail's BIG Show, NY.
http://bigshow14.nrf.com/

Retail’s BIG Show, is the flagship industry event of the National Retail Federation
(NRF). It is the world's leading annual retail event -a 102-year history event -
bringing together 27,000 retail professionals and vendors from more than 80
countries for educational and networking opportunities
The convention includes 125 education sessions, nearly 300 speakers, and more
than 500 exhibitors Worldwide

!22

Laurent De TENEUILLE, is a payment industry executive focused on
customer experience and innovation in retail, and marketing/financial/
payment services.
Nowadays, Laurent is Head of Retail Innovation, in a personal finance
company, owned by a global banking group.
Also, he contributes to several forum and innovation ecosystem networks,
in order to change the consumer way to shop by fostering innovation, in
payment and retail industries.
Prior to that, Laurent joined the Galeries Lafayette Group - at LaSer, a
financial and marketing services branch - where he developed his skills
in the areas of B2B2C partnership, business development, innovative
customer relationship and experience practices...
Focus: Innovation in action, Business Development, Customer experience
in Retail industry, BtoBtoC business model in Payment/Financial &
Marketing Services.
!23

Chantelle Group 5 mega trends for Retail

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