Iskander Smit was invited by the Rotterdam University of Applied Science to kick-off the course of Emerging Media with a presentation on the future of retail. February 17, 2015

1. Shopping2020
& digital future of retail
HRO Emerging Media kick-off, February 17, 2015
Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

2. @iskandr

3. ©"Shopping"2020" 2"
Introducing&info.nl&
Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."

4. Hackathon Personal API
Labs
https://vimeo.com/91069015

5. 16 retail organisations
460 experts
19 research topics

6. ©"Shopping"2020" 3"
Members&of&the&expert&group&

7. What are the relevant touchpoints
connecting the retailer and the
consumer in 2020?

8. Will there be shopping streets?
GFK research Shopping 2020, 2013http://www.nrc.nl/carriere/files/2015/01/ANP-30771914-2048x856.jpg

9. Collecting shopping impulses on the fly

10. Refine and filter your collected ideas at ease

11. Update your 3D fitting profile

12. Plan to visit the experience store

13. Have your personal fitting room

14. Confirm the buy

15. Shopping bags as profile carriers

16. Touchpoint…
is the moment of contact between
consumer and retailer.

17. ©"Shopping"2020" 15"
Touchpoints&

18. ©"Shopping"2020" 17"
7&YEARS&AGO?&
Predicting the future is hard

19. 32%
31%
22%
10%
3% 15%
10%
33%
21%
9%
5%
3%4%
Laptop Desktop Tablet
Smartphone Interactive/Internet television Glasses (e.g. Google Glasses)
Smart watches Other devices
Total market: devices used in the future to make online purchases (expert forecast)
Distribution of online purchase channels (%)
2013 2020
70% online shopping = mobile
GFK research Shopping 2020, 2013

20. 174% growth shopping apps
Flurry Analytics 2015

21. H&M scan and buy
Shopping app

22. Wearables are taking off…

23. a future inhabited by people
for whom the words “offline”, “online”
and “mobile” have become irrelevant
source:http://www.slideshare.net/yiibu/the-emerging-global-web

24. The Internet of Everything
Sensoring all of our life

25. Low entry VR; Samsung, Google Cardboard
New reality

26. The You-Web

27. Traditional app model

28. Current notifications

29. Notifications as separate layer

30. Context of user (profiles)
Actions of user (sensors)

31. Notification layer binds the devices
into a context relevant service
ecosystem

32. https://www.youtube.com/watch?v=QrqZl2QIz0c

33. Apple Pay integrated on Apple Watch
Instant hub

34. six trends

35. 1. hyper personalisation

36. trend 1
Hyper personalisation of all
Image: placed.com

37. Editd runs ‘the world’s biggest apparel data warehouse’
Data service provider

38. https://vimeo.com/46097693

39. 2. real experiences

40. Local driven market hall
Real experiences
balancing a data-driven world

41. Even Heineken is local in Amsterdam…
Local is the new black

42. Fab.
Social curation

43. With Social Shop you buy via your friends
Social curation

44. trend 2
Pop-up experiences

45. 3. hybrid shopping

46. Hybrid shopping as default
h"p://www.youtube.com/watch?v=3CSXOWKSG98

47. Mobile search is the
starting point.
Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.
The retail landscape
is evolving for all industries.
Mobile use in stores is not category specific
- Nearly 2/3 of baby product shoppers
compare prices in-store.
Smartphones are
transforming the in-store
shopping experience.
8 in 10 smartphone shoppers use
mobile in-store to help with shopping
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.
Research Google, 2013
Embrace showrooming
http://www.google.com/think/research-studies/mobile-in-store.html

48. 4. non-lineair journeys

49. Hands-free shopping

50. Asynchronous customer journey

51. Net a Porter connects the TV runway to the webshop
Watch & shop

52. 5. retail in the cloud

53. trend 5
Retail will be in the cloud
http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

54. trend 5
Retail will be in the cloud
estimote.com

55. Regentstreet in London, Bijenkorf Rotterdam
Beaconstreets

56. 6. store everywhere

57. trend 6
The store is everywhere
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

58. Fancy Glass app combines curated shop with color exploring
Connected ecosystems

59. Amazon Fire phone introduces scanning and buying
Everything Store

60. 1. hyper personalisation
2. real experiences
3. hybrid shopping
4. non-lineair journeys
5. retail in the cloud
6. store everywhere

61. Possible futures
Scenario’s

62. ©"Shopping"2020" 48"
The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"

63. Become a platform
Focus on data
Think beyond your own store
Make open relations

64. Build a community
Value customer relations
Be an expert
Use platforms for transactions

65. retail as media

66. labs.info.nl, Jules Holleboom, 2014

67. product as platform
labs.info.nl, Jules Holleboom, 2014

69. The digital future of retail:
platforms and communities.
The store is everyewhere,
Retail as media.
Iskander Smit, @iskandr

70. Social commerce (the role of the promoter)
Ubiquitous touchpoints (the shop everywhere)
Hyper personalization (wearables, 3D printing)
Hybrid shopping (omnichannel, retail in the cloud)

71. Thanks!
HRO Emerging Media kick-off, February 17, 2015
Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html