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DIGITAL
IN-STORE
FANTASY
REALITY
DIGITAL TOOLS IN THE RETAIL SPACE
vs
FANTASY
REALITY
WHAT IS INNOVATION ?
THE
NEXT
BIG
THINGOR NOT...
THE NEXT BIG THING BEACONTHE NEXT BIG THING ?
THE NEXT BIG THING ? BEACON
SHOP TO CUSTOMER INTERACTION : TECH EVOLUTION
1999 2013
REALITY :
MOST OF
WHAT
BRANDS
ACTUALLY
WANT TO
DO WITH
THIS...
COULD
BE DONE
WITH
THAT.
"TECHNOLOGY"
THE NEXT BIG THING... OR NOT
DONT THINK
THINK
"BENEFITS"
BENEFITS FOR
YOUR BRAND
!
!




BENEFITS FOR
YOUR CUSTOMER
EXAMPLES 

OF LACK OF
BENEFITS OR
!
!
!
!
NO
UNDERSTANDING
OF WHAT IS
RETAIL
THINK BENEFITS
DONTs
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
- WORKS ONLY AT NIGHT
- COMPLEX INTERFACE AND 

INTERACTION (KINECT)
- UNSECURE
DONTs
INTERACTIVE
WINDOW
> DIGITAL IN-STORE IS ABOUT "EASINESS"
RALPH LAUREN,
INTERACTIVE 

E-SHOPPING
WINDOW (2007).
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
MORGAN
FLAGSHIP
CHAMPS ELYSEES
INTERACTIVE
FITTING ROOMS :
FACEBOOK LINK...
> DIGITAL IN-STORE IS ABOUT "BUSINESS"
DONTs
INTERACTIVE
FITTING
ROOM
"MORE YOUR CUSTOMER STAY 

IN THE FITTING ROOM, LESS YOU
EARN MONEY"
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
> DIGITAL IN-STORE IS ABOUT « REAL PEOPLE"
JOHN LEWIS
VIRTUAL CLOTHES
TOUCH SCREEN
DONTs
3-D
CLOTHES
"I LOOK FAT !!" : BAD VIRTUAL EXPERIENCES
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
FERRARI
CAR
CONFIGURATOR
ON IPAD
DONTs
"I CAN DO IT
AT HOME"
> DIGITAL IN-STORE IS ABOUT «SENSORIALITY"
FORGOT TO USE THE
REAL FABRICS/
PRODUCTS IN THE SHOP
AND LIMIT THE DIGITAL
EXPERIENCE TO A TINY
INTERACTIVE SCREEN
WHAT
WE THINK
ABOUT
DIGITAL
IN-STORE
SINCE 2007,
OUR GROUP MIXED
RETAIL AND DIGITAL
EXPERTS.
WE UNDERSTAND
WHAT IS A
SATURDAY
AFTERNOON IN A
STORE, WHAT ARE
PEAK HOURS, WHAT
IS THE REALITY OF
RETAIL…
!
SO WE CREATE
DIFFERENTLY
SHOW GUIDEHELP SELL ENTER

TAIN
5 MAIN DIGITAL IN-STORE SOLUTIONS
DIGITAL IN-STORE
= 5 MAINS GOALS
SHOW GUIDEHELP SELL ENTER

TAIN
Hey!
I'm here !
5 MAIN DIGITAL IN-STORE SOLUTIONS
WINDOWS, BUILDING FACADE :
LET PEOPLE KNOW WHERE YOU ARE AND WHAT YOU SELL.
SHOW


SHOW THE SIZE OF THE BIGGEST MALL IN EUROPE
4 TEMPS
SHOW


840 LED VIDEO SCREENS, 240M LONG
BIG NON INTERACTIVE SCREENS :
SHOW WHO YOU ARE, WHAT YOU SELL
NESPRESSO CORNER
SHOW
SHOW GUIDEHELP SELL ENTER

TAIN
You can't sell
products people
can't see
5 MAIN DIGITAL IN-STORE SOLUTIONS
HELP
SMALL NON INTERACTIVE SCREENS :
INFORMATIONS ABOUT THE PRODUCT CATEGORIES
SHOW GUIDEHELP SELL ENTER

TAIN
You can't
sell
products
people
don't
understand
5 MAIN DIGITAL IN-STORE SOLUTIONS
SELL
INTERACTIVE
TOUCH
SCREENS :
EXPLAIN,
COMPARE AND
BUY
NESPRESSO
COFFEE CAPS
SELL
SELL
FOR THE SALEFORCE : CRM AND E-SHOPPING TABLETS
SHOW GUIDEHELP SELL ENTER

TAIN
Just
WOW
5 MAIN DIGITAL IN-STORE SOLUTIONS
ENTER
TAIN
18M LONG INTERACTIVE AQUARIUM
SO OUEST
ENTER
TAIN
PHOTO-CALL LINKED TO FACEBOOK
ENTER
TAIN
2 MECHANICAL PIANOS, 1 INTERACTIVE "JUKEBOX"
(TOUCH SCREEN )
ENTER
TAIN
DIGITAL EXPERIENCE : BRAND CONTENT ON 40M2 LED
SCREEN, PRODUCTS INFORMATIONS ON INTERACTIVE
TOUCH SCREENS, LINKS TO FACEBOOK & TWITTER...
PEUGEOT
AVENUE
ENTER
TAIN
LIGHTPAINTING WITH YOUR BODY
40 M2 LED SCREEN, 1 KINECT
SHOW GUIDEHELP SELL ENTER

TAIN
Where
are
you ?
5 MAIN DIGITAL IN-STORE SOLUTIONS
GUIDE
INTERACTIVE DIRECTORY
DIRECTORY
SHOW THE BRANDS, SHOW THE PATH
DIGITAL IN-STORE IS NOT
ABOUT TECHNOLOGY,
IT'S ABOUT ENHANCE OR
COMPLETE THE 2
SPECIFICITIES THAT AN IN-
STORE VISIT OFFERS (WHICH
WILL NEVER BE POSSIBLE
ONLINE) :
OUR POINT OF VIEW
HUMAN CONTACT
& SENSORIALITY
IF YOU CAN DO IT AT HOME...
IF YOU HAVE THE SAME SCREEN SIZE AT HOME...
IF YOU DONT INTERACT WITH SALESMEN...
IF YOU DONT USE REAL THINGS (FABRICS/PRODUCTS...)...
IF YOU DONT UNDERSTAND RETAIL BUSINESS &
SPECIFICITIES...
IF THERE IS NO BENEFITS FOR YOUR BRAND OR YOUR
CUSTOMER...
OUR POINT OF VIEW
DONT DO IT.
!
!
BRUNO AURET
Partner @ RAYMOND
!
SAGUEZ & PARTNERS
!
21 years in the internet industry.
!
100+ e-commerce international websites included Louis
Vuitton, Clarins, Club Med, La Roche-Posay USA...
!
2007. Meeting with Olivier Saguez, founder
of SAGUEZ & PARTNERS Group (one of the european leader
in retail design, 180 employees).
We started RAYMOND, the digital subsidiary and make work
together retail and digital experts.
!
2014. Main references in digital in-store :
Nespresso, Peugeot, Altarea, Unibail-Rodamco, Crédit
Foncier, L'Oréal, So Ouest, Bouygues Telecom, Qwartz...
WHO AM I
VOTRE CONTACT : ANTONY DE BASCHER 01 41 44 15 53 / a.debascher@raymond-interactive.com
YOUTHANK
YOUR CONTACT :
!
ANTONY DE BASCHER
!
01 41 44 15 53
a.debascher@raymond-interactive.com
!
www.raymond-interactive.com
www.facebook.com/raymondinteractive
www.twitter.com/Raymond_Agence
!
14, rue Palouzié 93400 Saint-Ouen
!

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Digital in-store - Reality vs Fantasy

  • 4. WHAT IS INNOVATION ? THE NEXT BIG THINGOR NOT...
  • 5. THE NEXT BIG THING BEACONTHE NEXT BIG THING ?
  • 6. THE NEXT BIG THING ? BEACON SHOP TO CUSTOMER INTERACTION : TECH EVOLUTION 1999 2013 REALITY : MOST OF WHAT BRANDS ACTUALLY WANT TO DO WITH THIS... COULD BE DONE WITH THAT.
  • 7. "TECHNOLOGY" THE NEXT BIG THING... OR NOT DONT THINK THINK "BENEFITS" BENEFITS FOR YOUR BRAND ! ! 
 
 BENEFITS FOR YOUR CUSTOMER
  • 8. EXAMPLES 
 OF LACK OF BENEFITS OR ! ! ! ! NO UNDERSTANDING OF WHAT IS RETAIL THINK BENEFITS DONTs
  • 9. EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL - WORKS ONLY AT NIGHT - COMPLEX INTERFACE AND 
 INTERACTION (KINECT) - UNSECURE DONTs INTERACTIVE WINDOW > DIGITAL IN-STORE IS ABOUT "EASINESS" RALPH LAUREN, INTERACTIVE 
 E-SHOPPING WINDOW (2007).
  • 10. EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL MORGAN FLAGSHIP CHAMPS ELYSEES INTERACTIVE FITTING ROOMS : FACEBOOK LINK... > DIGITAL IN-STORE IS ABOUT "BUSINESS" DONTs INTERACTIVE FITTING ROOM "MORE YOUR CUSTOMER STAY 
 IN THE FITTING ROOM, LESS YOU EARN MONEY"
  • 11. EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL > DIGITAL IN-STORE IS ABOUT « REAL PEOPLE" JOHN LEWIS VIRTUAL CLOTHES TOUCH SCREEN DONTs 3-D CLOTHES "I LOOK FAT !!" : BAD VIRTUAL EXPERIENCES
  • 12. EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL FERRARI CAR CONFIGURATOR ON IPAD DONTs "I CAN DO IT AT HOME" > DIGITAL IN-STORE IS ABOUT «SENSORIALITY" FORGOT TO USE THE REAL FABRICS/ PRODUCTS IN THE SHOP AND LIMIT THE DIGITAL EXPERIENCE TO A TINY INTERACTIVE SCREEN
  • 13. WHAT WE THINK ABOUT DIGITAL IN-STORE SINCE 2007, OUR GROUP MIXED RETAIL AND DIGITAL EXPERTS. WE UNDERSTAND WHAT IS A SATURDAY AFTERNOON IN A STORE, WHAT ARE PEAK HOURS, WHAT IS THE REALITY OF RETAIL… ! SO WE CREATE DIFFERENTLY
  • 14. SHOW GUIDEHELP SELL ENTER
 TAIN 5 MAIN DIGITAL IN-STORE SOLUTIONS DIGITAL IN-STORE = 5 MAINS GOALS
  • 15. SHOW GUIDEHELP SELL ENTER
 TAIN Hey! I'm here ! 5 MAIN DIGITAL IN-STORE SOLUTIONS WINDOWS, BUILDING FACADE : LET PEOPLE KNOW WHERE YOU ARE AND WHAT YOU SELL.
  • 16. SHOW 
 SHOW THE SIZE OF THE BIGGEST MALL IN EUROPE 4 TEMPS
  • 17. SHOW 
 840 LED VIDEO SCREENS, 240M LONG
  • 18. BIG NON INTERACTIVE SCREENS : SHOW WHO YOU ARE, WHAT YOU SELL NESPRESSO CORNER SHOW
  • 19. SHOW GUIDEHELP SELL ENTER
 TAIN You can't sell products people can't see 5 MAIN DIGITAL IN-STORE SOLUTIONS
  • 20. HELP SMALL NON INTERACTIVE SCREENS : INFORMATIONS ABOUT THE PRODUCT CATEGORIES
  • 21. SHOW GUIDEHELP SELL ENTER
 TAIN You can't sell products people don't understand 5 MAIN DIGITAL IN-STORE SOLUTIONS
  • 23. SELL FOR THE SALEFORCE : CRM AND E-SHOPPING TABLETS
  • 24. SHOW GUIDEHELP SELL ENTER
 TAIN Just WOW 5 MAIN DIGITAL IN-STORE SOLUTIONS
  • 25. ENTER TAIN 18M LONG INTERACTIVE AQUARIUM SO OUEST
  • 27. ENTER TAIN 2 MECHANICAL PIANOS, 1 INTERACTIVE "JUKEBOX" (TOUCH SCREEN )
  • 28. ENTER TAIN DIGITAL EXPERIENCE : BRAND CONTENT ON 40M2 LED SCREEN, PRODUCTS INFORMATIONS ON INTERACTIVE TOUCH SCREENS, LINKS TO FACEBOOK & TWITTER... PEUGEOT AVENUE
  • 29. ENTER TAIN LIGHTPAINTING WITH YOUR BODY 40 M2 LED SCREEN, 1 KINECT
  • 30. SHOW GUIDEHELP SELL ENTER
 TAIN Where are you ? 5 MAIN DIGITAL IN-STORE SOLUTIONS
  • 32. DIGITAL IN-STORE IS NOT ABOUT TECHNOLOGY, IT'S ABOUT ENHANCE OR COMPLETE THE 2 SPECIFICITIES THAT AN IN- STORE VISIT OFFERS (WHICH WILL NEVER BE POSSIBLE ONLINE) : OUR POINT OF VIEW HUMAN CONTACT & SENSORIALITY
  • 33. IF YOU CAN DO IT AT HOME... IF YOU HAVE THE SAME SCREEN SIZE AT HOME... IF YOU DONT INTERACT WITH SALESMEN... IF YOU DONT USE REAL THINGS (FABRICS/PRODUCTS...)... IF YOU DONT UNDERSTAND RETAIL BUSINESS & SPECIFICITIES... IF THERE IS NO BENEFITS FOR YOUR BRAND OR YOUR CUSTOMER... OUR POINT OF VIEW DONT DO IT.
  • 34. ! ! BRUNO AURET Partner @ RAYMOND ! SAGUEZ & PARTNERS ! 21 years in the internet industry. ! 100+ e-commerce international websites included Louis Vuitton, Clarins, Club Med, La Roche-Posay USA... ! 2007. Meeting with Olivier Saguez, founder of SAGUEZ & PARTNERS Group (one of the european leader in retail design, 180 employees). We started RAYMOND, the digital subsidiary and make work together retail and digital experts. ! 2014. Main references in digital in-store : Nespresso, Peugeot, Altarea, Unibail-Rodamco, Crédit Foncier, L'Oréal, So Ouest, Bouygues Telecom, Qwartz... WHO AM I
  • 35. VOTRE CONTACT : ANTONY DE BASCHER 01 41 44 15 53 / a.debascher@raymond-interactive.com YOUTHANK YOUR CONTACT : ! ANTONY DE BASCHER ! 01 41 44 15 53 a.debascher@raymond-interactive.com ! www.raymond-interactive.com www.facebook.com/raymondinteractive www.twitter.com/Raymond_Agence ! 14, rue Palouzié 93400 Saint-Ouen !