Presentación de Terna Jibo, de Portland Design, para FashTech Conference, celebrado el 29 de noviembre en Bilbao. Organizado por Adigital.

1. CREATING A RETAIL ECOSYSTEM FIT
FOR FUTURE SHOPPERS:
HOW BRANDS AND RETAILERS ARE
TAPPING INTO SHIFTING CONSUMER
EXPECTATIONS BY EMBRACING
THE NEXT WAVE OF DISRUPTION,
INNOVATION AND GAME-CHANGING
TECHNOLOGY
Terna Jibo, Head of Strategic Insights, Portland Design
November 29th, 2016

4. AT PORTLAND, WE DESIGN ‘FUTURE
PROOFED’ SHOPPING. WE SEEK
INSPIRATION IN TRENDS; WE IMAGINE
THE IMPACTS OF INNOVATIONS AND OUR
SOLUTIONS ARE GUIDED BY INFORMED
INTUITION. WE BRING INNOVATION
FROM THE BREADTH AND DEPTH OF
OUR EXPERIENCE OF WORKING ACROSS
CATEGORIES AND CONTINENTS.

5. Platforms
Places
Places – We investigate the
factors that influence people’s
shopping destinations and retail
environment preferences
Platforms – We probe the
multiple digital and physical
touchpoints consumers use
to connect with brands and
retailers
People
Products
People – We dig deeper to
understand consumer and
shopper attitudes, motivations,
behaviours and future
expectations
Products – We research the
factors affecting consumers’
product choices, decision-
making and purchase
behaviour

6. “WE ARE LIVING IN A SUPER VUCA
WORLD - VOLATILE, UNCERTAIN,
COMPLEX & AMBIGUOUS.”

7. TODAY’S CONSUMERS ARE DEMANDING
CONVENIENCE, VALUE AND AN
AMAZING EXPERIENCE, AND IT IS
THESE THREE KEY TRENDS THAT ARE
DRIVING DISRUPTION TO EXISTING
MARKETS AND BUSINESS MODELS ON
AN UNPRECEDENTED SCALE.
KPMG

8. BY 2020, GENERATION Z, TODAY’S
14-19-YEAR-OLDS WILL BE THE LARGEST
GROUP OF CONSUMERS WORLDWIDE,
MAKING UP 40% OF THE US, EUROPE
AND BRIC COUNTRIES, AND 10% IN THE
REST OF THE WORLD — AND BY THEN,
THEY WILL CONSTITUTE THE LARGEST
GROUP OF CONSUMERS WORLDWIDE.
PWC

9. GEN Z IS POST-MILLENNIAL
TEENAGERS WHO HAVE GROWN UP
WITH FUNDAMENTALLY DIFFERENT
VALUES, ATTITUDES AND CONSUMER
BEHAVIOURS.

10. POLITICALLY, SOCIALLY,
TECHNOLOGICALLY, AND ECONOMICALLY,
WE ARE MOVING AT WARP SPEED. THESE
CHANGES HAVE CREATED A GENERATION
VERY DIFFERENT THAN ANY KNOWN
BEFORE. RETAILERS, AND IN FACT ALL
BUSINESSES, HOPING TO CONNECT WITH
THESE SAVVY CONSUMERS NEED TO
UNDERSTAND WHO THEY ARE, WHAT
THEY WANT, AND HOW THEY WANT IT.
ERNST & YOUNG

11. THEY LIVE IN THE MOMENT, BUT WITH
AN EYE TOWARD THE FUTURE: 63% OF
GEN Z TEENS ARE WORRIED ABOUT
THE FUTURE.
Sparks & Honey

12. GEN Z IS TWICE AS LIKELY TO
SHOP ON A MOBILE DEVICE THAN
MILLENNIALS.
POPSUGAR

13. 72% OF GEN Z AND 78% OF
MILLENNIALS WOULD RATHER PAY
MONEY FOR AN EXPERIENCE OVER
A PRODUCT.
EVENTBRITE & YPULSE

14. IN THE PAST, TEENAGERS USED FASHION
BRANDS AS A KIND OF SOCIAL SIGNAL.
GENERATION Z, HOWEVER, IS MORE
SELF-ASSURED. THE PERCENTAGE
OF ADOLESCENTS WHO AGREED
WITH THE STATEMENT, “I CARE A LOT
ABOUT WHETHER MY CLOTHES ARE
IN STYLE,” DROPPED FROM 65% IN 1997
TO 47% IN 2014.
TRU YOUTH MONITOR.

15. FROM 2005 TO SPRING 2016, OF THE
TOTAL AMOUNT SPENT BY TEENAGERS
ON KEY FASHION CATEGORIES
OF CLOTHING, ACCESSORIES,
AND FOOTWEAR HAS FALLEN FROM
45% TO 38%.
PIPER JAFFRAY

16. RETAILERS AND BRANDS HAVE MUCH
TO GAIN FROM UNDERSTANDING THESE
FUTURE SHOPPERS. BY LEARNING
ABOUT WHAT DRIVES THEM NOW, WE
CAN BEGIN TO PREDICT NOT ONLY HOW
THEY WILL BEHAVE IN THE FUTURE BUT
ALSO HOW TO BE READY TO ENGAGE
THEM WHEN WE GET THERE, TOO.

17. “IF TIME IS THE ULTIMATE LUXURY
AND PEOPLE WANT A HIGHER ROI
OF THEIR TIME, YOU NEED
TO GIVE THEM A REASON TO BE
IN A PHYSICAL SPACE.”
Rachel Shechtman, Story

18. RE-IMAGINING THE RETAIL EXPERIENCE
FOR A DIGITAL WORLD

19. IN THE FUTURE, THE WINNERS
WILL BE THE RETAILERS AND BRANDS
WHO CAN IDENTIFY AND UNDERSTAND
GEN Z’S NEEDS, AND ALIGN BOTH THEIR
DIGITAL AND IN-STORE EXPERIENCE
WITH THEIR BEHAVIOURS.

20. Benchmarks
PERSONALISED
LOYALTY SCHEMES
Personalised loyalty
schemes acknowledging
personal tastes, preferences
and evolving behaviours are
creating far stronger brand-
consumer dialogues than
generic incentives.
GAP+ APP
Global
FRISKA APP
UK
ANTOVA SOFTWARE
UK

21. Benchmarks
CHATBOT
COMMERCE
AI-powered messaging
tools, including chatbots,
are amplifying brands’
capacity to accommodate
high volumes of bespoke
search queries online.
THE NORTH FACE PERSONAL SHOPPER
Global
SEPHORA X KIK
Global
MACY’S ON CALL APP
USA

22. Benchmarks
SMART-TECH
SERVICE
Omni-smart, concierge-
style devices are helping to
identify those consumers
in-store and provide more
relevant and satisfying
service.
ALDO CONNECTED STORE
NY, USA
TRUE RELIGION SMART WATCH
London, UK
REVOLVE CLOTHING
LA, USA

23. Benchmarks
CONNECTED
FITTING ROOMS
Changing-room tech aren’t
only bringing the choice,
speed and convenience
of e-tail into the store
environment; they’re also
amplifying the enjoyment of
the brand experience.
SHOPWITHME RFID MIRROR
Various, USA
POLO RALPH LAUREN
NY, USA
RIBY & PELLER
London, UK

24. Benchmarks
PHYSI-VIRTUAL
STORES
Smart stores that bridge
physical and digital will
allow consumers to
seamlessly shop across all
the channels where they
spend their time.
SEPHORA FLASH
Paris, France
THE LINE – SHOPPABLE VR
NY, USA
BLOOMINGDALES X SNAPCHAT
NY, USA

25. Benchmarks
CUSTOMISATION
BARS
Shrewd fashion brands are
investing in new modes
of customisation, both on
and offline, tapping into
co-creation and immersive
experiences.
CONVERSE BLANK CANVAS
NY, USA
LEVI’S CUSTOM LASER BAR
NY, USA
RALPH LAUREN CUSTOM BAR
London, UK

26. Benchmarks
DELIVERY
INNOVATIONS
Click & Collect points
combined with slick apps
will provide smoother and
more convenient delivery
experiences for shoppers.
DROPIT APP
London, UK
DODDLE CLICK & COLLECT
Various, UK
SELFRIDGES DRIVE-THROUGH
London, UK

27. Benchmarks
IMMERSIVE POP-UPS
Smart brands are
using pop-ups as tech-
engaged hubs able to
trade dynamically on the
excitement of flash trends
and fleeting moments.
Benchmarks
IMMERSIVE POP-UPS
Smart brands are
using pop-ups as tech-
engaged hubs able to
trade dynamically on the
excitement of flash trends
and fleeting moments.
NIKE SNKRS ZOOM CITY
NY, USA
NIKE SNKRS ZOOM CITY
NY, USA
SEPHORA COLLECTION POP-UP
NY, USA
SEPHORA COLLECTION POP-UP
NY, USA
SHOPWITHME
Various, USA
SHOPWITHME
Various, USA

28. Benchmarks
SHARING THE
PROCESS
Courting consumers’ desire
for greater visibility around
the processes behind
brands, store designs that
fully disclose the brand’s in
workings, are increasingly
useful.
EVERLANE TRANSPARENCY TOURS
San Francisco, USA
JIGSAW FLAGSHIP
London, UK
INES DE LA FRESSANGE
Paris, France

29. Benchmarks
SOCIAL MEDIA SELL
Social media has long been
an inspiration platform, but
the wider integration of
ways to buy instantly in-app
will mark a key turning point
in e-commerce.
SHOPSTYLE X SNAPCHAT
USA
SHOPBOP X INSTAGRAM
Global
BURBERRY X PINTEREST
Global

30. HOW CAN RETAILERS AND BRANDS
EMBRACE THE NEXT WAVE OF
DISRUPTION, INNOVATION AND
GAME-CHANGING TECHNOLOGY TO
CREATE A RETAIL ECOSYSTEM FIT
FOR FUTURE SHOPPERS?

31. Mobile devices
IoT platforms
Location detection
technologies
Advanced human-machine
interfaces
Authentication &
fraud detection
3D printingSmart sensors
Big data analytics
and advanced
algorithms
Multilevel customer
interaction and
customer profiling
Augmented
reality/wearables
Cloud computing
Industry
4.0
Da
ta
&
Analytics as core capabil
ity
D
ata
&
Analytics as core capabil
ity
1.
Digitisation and integrati
on
of
vertical and horizont
al
value chains
3. Dig
italbusiness
models and
customeraccess
2.Digitisatio
n
of
productandservic
e
offerings

32. RETAILING IN THE DIGITAL AGE
DOESN’T MEAN INTRODUCING “DIGITAL”
TO THE PHYSICAL SPACE. INSTEAD,
IT MEANS REDEFINING YOUR
ENTIRE BUSINESS AROUND OPERATING
IN A DIGITAL WORLD.
SapientNitro, 2016

33. IN-STORE INNOVATION & ‘RETAILTAINMENT’
BRANDS AND RETAILERS WILL NEED TO
DELIVER RETAIL THEATRE AND ULTRA-
IMMERSIVE EXPERIENCE-BASED EVENTS
THAT SHOWCASE PRODUCTS AND
HIGHLIGHTS THE CREATIVE PROCESS.

34. AUGMENTING THE BRAND STORY
EXPERIENTIAL BRAND TEMPLES, INNOVATION
LABS AND INTERACTIVE PRODUCT
SHOWROOMS AUGMENT THE BRAND
EXPERIENCE TO BECOME MORE INNOVATIVE,
EXCITING AND RELEVANT.

35. TOTAL CHANNEL CONVERGENCE
THE CONVERGENCE OF PHYSICAL
AND DIGITAL CHANNELS PROVIDES AN
INTEGRATED, MEANINGFUL AND ENHANCED
CUSTOMER SHOPPING EXPERIENCE ACROSS
ALL TOUCHPOINTS.

36. PERSONAL, INTIMATE & DYNAMIC
CONNECTIONS
INNOVATIVE DIGITAL PLATFORMS
DELIVER HYPER-PERSONALISED PRODUCT
RECOMMENDATIONS, OFFERS, SERVICES,
PRICING, COLLECTION & DELIVERY.

37. IN-THE-MOMENT PERSONALISATION
SEAMLESS, INTEGRATED, MULTI-CHANNEL
RETAIL SHOPPING EXPERIENCES ARE
DELIVERED THROUGH CONTEXT-AWARE
TECHNOLOGY AND REAL-TIME CUSTOMER
DATA ANALYTICS.

38. A HUB OF INTERACTIVE EXPERIENCES
STORES ARE RE-IMAGINED TO BECOME
A HUB OF INTERACTIVE, IMMERSIVE
EXPERIENCES THAT CAPTURES THE
EMOTIONS OF THE BRAND AND
ENHANCES CONSUMER INTERACTION.

39. PORTLAND OMNI-EXPERIENCE WHEEL
PHYSICA L
PEO PLE
PA RA LLEL
W EB
VIRTUA L
STORIES
OFFERS&
SERVICES
PROGRAMINGFO
RM
ATS
CHANNELS
&
PLACESDATAFULFILLM
EN
T
LOYALTY
TRANSACTIONDIALO
G
U
E
&
INTERA
C
TIO
N
&
PLAT
FO
RM
S
EXPERIENCE
BRAND

40. RETAILING IN AN ALWAYS –
CONNECTED WORLD
• Next-generation retailers must enable customers to interact and engage with
their business seamlessly across whatever channel and device they want to.
• It’s not about physical stores versus online; it’s about creating and integrated
retail ecosystem and Omni-channel strategy.
• Empower retail staff to deliver a smarter service, improve the customer
experience and, ultimately, increase sales.
• Seize the opportunities to disrupt, innovate and integrate technology to
meet the needs of future customers and to future-proof your brand.
• Deliver a personalised experience for the customer that gives them added
value and generates loyalty.

41. THANK YOU
Terna Jibo
Head of Strategic Insights
Portland Design
Strategic Insights Unit
terna@portland-design.com
www.portland-design.com
@Jibosan
@PortlandDesign