Presentation given to the DAS/Omnicom CEO Forum on 'Innovation in Retail'. The day is a senior, strategic briefing for leaders in the broad agency network and their key clients, and other speakers included Chris Sanderson (Director, The Future Laboratory), Mary Portas ("Queen of Shops"), Dr Jonathan Reynolds (Said Business School and Oxford Institute of Retail Management).

1. eCommerce is not retail 'done digitally': opportunities in the network age
Innovation in Retail Forum
London, April 2009
www.ianjindal.com
www.internetretailing.net !

2. Innovation in Retail Forum “eCommerce is maturing and now ubiquitous.
Customers are sophisticated, demanding and
habituated to infidelity, wooed
by innumerable, increasingly discount-driven
retailers. The social web is teaching customers
to look past retailers for recommendations,
insights and inspiration, but today we'll look
beyond this current trend to its logical
conclusion: the attention economy. With
demonstrations of currently-available glimpses
of this future, we'll consider attention
profiling, co-retailing and co-creation
and consider multichannel behaviours and
opportunities in the post-Web2.0, post-social
phase of the web: the Network Age.”
!

3. Innovation in Retail Forum “eCommerce is maturing and now ubiquitous.
Customers are sophisticated, demanding and
habituated to infidelity, wooed
by innumerable, increasingly discount-driven
retailers. The social web is teaching customers
to look past retailers for recommendations,
insights and inspiration, but today we'll look
beyond this current trend to its logical
conclusion: the attention economy. With
demonstrations of currently-available glimpses
of this future, we'll consider attention
profiling, co-retailing and co-creation
and consider multichannel behaviours and
opportunities in the post-Web2.0, post-social
phase of the web: the Network Age.”
!

4. 1. eCommerce is now mature

5. 1. eCommerce is now mature

6. 2. Social

7. 2. Social
83.85% higher
conversion (20+
reviews)
• Reviews becoming standard
• User “stories”, not just ratings
• 78%: “customer recommendations
are the most credible form of
advertising” (Nielsen)

8. 2. Social
• Top style-setters become “Mavens” • Customers become sales-people
• Based on page views AND product • Social networks become retailers
Co-shoppers as retailers (ThisNext)
clicks

9. 2. Social
• Configure all
panels,
materials,
colour
• Preview your
custom shoe
• nikeid.nike.com

10. 2. Social
• Configured
option
• Buy “your”
show
• Feedback to
Nike on
trends, colours
• May put into
production

11. 3. Data: personal and placeful and propagated

12. 3. Data
• “Doing” not
“viewing”
– Making Social
Networks
“transactional”
– You can “do”, not
just “view”
– From web to
desktop
– Web to web

13. 3. Data
– Google - hCard
format added to
Search results.
– One click to add
the result to your
address book.
– Could do the
same with
calendar items,
or
recommendations

14. Attention please

15. Attention
– Attention Profiling Markup Language - www.apml.org
– Beyond ‘personal’: interchange and exchange value of behaviour

16. Attention
Show us some APML!!

17. When the network knows more than anyone

18. Where you are...
Location, location, location (and mobile)

19. What you’re buying, from whom, when and with what...

20. Place, time and social
• Configuration
• Social
• Virtual and
real...
• Can do on a
mobile phone?
Copyright Icon Nicholson -
http://www.iconnicholson.com/
nrf07/

21. 6. Next?

22. 6. Any sufficiently advanced technology is indistinguishable from magic
“Brain Scanners can predict a
decision up to 10 seconds
before a person is aware of
making that decision”
Nature Neuroscience, April 2008

23. 6. Any sufficiently advanced technology is indistinguishable from magic

24. 6. Any sufficiently advanced technology is indistinguishable from magic
Nodes

25. 6. Any sufficiently advanced technology is indistinguishable from magic
Open Structured Data
Nodes

26. 6. Any sufficiently advanced technology is indistinguishable from magic
ESP?
Epiphenomena
Open Structured Data
Phenomena
Network
Social
Web 2.0
Business
Nodes

27. Innovation in Retail Forum “eCommerce is maturing and now ubiquitous.
Customers are sophisticated, demanding and
habituated to infidelity, wooed
by innumerable, increasingly discount-driven
retailers. The social web is teaching customers
to look past retailers for recommendations,
insights and inspiration, but today we'll look
beyond this current trend to its logical
conclusion: the attention economy. With
demonstrations of currently-available glimpses
of this future, we'll consider attention
profiling, co-retailing and co-creation
and consider multichannel behaviours and
opportunities in the post-Web2.0, post-social
phase of the web: the Network Age.”
See Digital Trends presentation for fuller explanation and examples:
http://www.slideshare.net/ikj/ps070-digital-trends-presentation-presentation !

28. Thank you.
Innovation in Retail Forum
London, April 2009
www.ianjindal.com (t @ianjindal)
www.internetretailing.net (t @etail) !