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Preparing for Distributed Commerce

The document discusses the evolution of retail towards a blended approach of digital and physical commerce, highlighting key trends like conversational, voice, and augmented reality commerce. It emphasizes the importance of creating a human-centered shopping experience, understanding customer needs, and adapting to new retail ecosystems to stay relevant in a rapidly changing market. The presentation underlines the ongoing disruption in traditional retail and suggests a focus on customer experience as a critical factor for success.

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http://www.marianaromanica.ro/7-trucuri-pentru-un-shopping-de-vis PREPARING FOR DISTRIBUTED COMMERCE Seamless Retail Middle East - Keynote Samantha Starmer 2 May, 2017
Samantha Starmer – Preparing for Distributed Commerce WHO AM I? 2/5/2017 2 Formerly VP Global Digital Experiences, Ralph Lauren Also Razorfish, REI, Microsoft, Amazon I’m passionate about creating GREAT customer experiences, regardless of screen or device; online or offline.
LET’S START BY GETTING ALIGNED… 3Samantha Starmer – Preparing for Distributed Commerce2/5/2017
DIGITAL AND PHYSICAL HAVE COLLIDED 4Samantha Starmer – Preparing for Distributed Commerce2/5/2017 SEPHORA LEVI’S LOWE’S RALPH LAUREN BURBERRY UNIQLO
CONVERSATIONAL COMMERCE 5 http://www.guided-selling.org/from-e-commerce-to-conversational-commerce/ Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “Microsoft chief executive Satya Nadella concluded ‘Bots are the new apps’ and will become the primary…channel between businesses and shoppers…Marc Zuckerberg [said] chatbots will replace contact center agents within the next decade.”
TOUCH COMMERCE 6 http://www.instyle.com/news/ralph-lauren-interactive-shopping-windows-bloomingdales http://sigs.cim.co.uk/media/2426/bloom.jpg Samantha Starmer – Preparing for Distributed Commerce2/5/2017 "It's very important for us to connect with customers in a unique way…We wanted to create an interactive experience that would literally make you stop in your tracks with—something theatrical and mesmerizing."
VOICE COMMERCE 7 https://www.forbes.com/sites/jiawertz/2017/02/26/how-artificial-intelligence-can-benefit-e-commerce-businesses/#6b3a19b854b2 http://www.techrepublic.com/article/just-in-time-for-holiday-shopping-e-commerce-gets-ai-upgrade-with-ibm-watson/ Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “With the help of IBM’s Watson, [The North Face’s] goal is to help online shoppers find the perfect jacket. How? By asking customers questions using voice input AI technology, such as where and when they will be using the jacket.”
WEARABLE COMMERCE 8 http://www.sitemason.com/files/xXRF8Q/LeeHuman3.jpg/main.jpg Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “If an employee works in packaging…[they] can sense how many times they have to bend over during their shift and provide them with a list of products that can protect their back.”
INTERNET OF THINGS COMMERCE 9 http://www.theverge.com/2016/1/5/10708380/samsung-family-hub-fridge-mastercard-app-groceries-ces-2016 Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “The headline feature is a shopping app that's been created by MasterCard. It lets you buy groceries right from the door, and the intelligent part is that it can combine carts from multiple stores. At launch, you can order from FreshDirect and ShopRite, and MasterCard says that more stores will be added throughout 2016.“
AUGMENTED REALITY COMMERCE 10 http://fashionandmash.com/2016/06/14/henry-hollands-lcm-show-instantly-shoppable-thanks-augmented-reality-app/ http://fashionandmash.com/tag/london-fashion-week/ Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “Augmented reality has the potential to be transformative for the retail industry. Imagine a future where you can point your phone at a friend’s new outfit with their permission, only for the app to recognise and source that outfit in your size, and give you the option of having it sent straight to your home.”
VIRTUAL REALITY COMMERCE 11 http://media.ebay.com.au/world’s-first-virtual-reality-department-store http://www.adweek.com/digital/new-study-says-people-are-more-likely-buy-brands-use-virtual-reality-172557/ Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “71% of survey respondents feel that VR makes brands seem "forward-thinking and modern…53% said they'd be more likely to purchase from a brand that uses VR than from one that doesn’t.”
ARTIFICIAL INTELLIGENCE COMMERCE 12 http://newatlas.com/oshbot-lowes-robot-sales-assistant/34560/ Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “OSHbot provides information in real time about products and inventory and…pushes store promotions. It speaks several languages and…can also help with inventory management and allow employees to communicate between stores.”
13Samantha Starmer – Preparing for Distributed Commerce2/5/2017 COOL! BUT WE HAVE A PROBLEM…
WE TEND TO DESIGN FOR ONE OR TWO CHANNELS 14 http://www.smartinsights.com/mobile-marketing/mobile-commerce/mobile-users-still-not-converting/attachment/conversion-rates-of-online-shoppers-by-device-and-platform-2/ https://ecommerceguide.com/wp-content/uploads/2015/02/responsive-web-design.png Samantha Starmer – Preparing for Distributed Commerce2/5/2017 Conversion rates of online shoppers by device and platform - data from Monetate
BUT CUSTOMERS DON’T THINK IN CHANNELS 15 websites email text videos banner adssocial media direct mail broadcast media print ads blogs Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “…the sales channel will be irrelevant and shoppers will not care about the channel or even realise the difference because there will be no difference.” - Mark Beresford https://www.linkedin.com/pulse/immersive-technologies-retailers-mark-beresford
WE DISTINGUISH EXPERIENCES 16 http://www.etonline.com/news/2016/05/24240778/1280_chewbacca_mom_candace_payne_facebook_video.jpg Samantha Starmer – Preparing for Distributed Commerce2/5/2017
SUCCESS… 17Samantha Starmer – Preparing for Distributed Commerce2/5/2017
OR NOT 18 http://images.viralnova.com/000/059/803/desktop-1406690090.png Samantha Starmer – Preparing for Distributed Commerce2/5/2017
IN MANY PLACES RETAIL IS STRUGGLING 19Samantha Starmer – Preparing for Distributed Commerce2/5/2017 https://www.pwc.com/us/en/deals/publications/ipo-watch-weekly/disruptors-final.pdf 90% of consumers are Amazon shoppers, accustomed to frictionless, one-click checkout. So much so that almost 40% of them shop less often at retail stores and 25% shop less often at other retailers online.
IN THE UNITED STATES… 20Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “The current torrent of closures comes as consumer confidence is strong and unemployment is low, suggesting that a permanent restructuring is underway, rather than a dip in the normal business cycle. In short, traditional retail may never recover.” https://www.nytimes.com/2017/04/15/business/from-zombie-malls-to-bonobos-americas-retail-transformation.html
PART OF MY FORMER TEAM 21Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “It’s been a grim last couple of weeks to work for Ralph Lauren…the fashion house said it would close its Fifth Avenue flagship store on April 15 and that an undisclosed number of corporate jobs would be eliminated as well." http://nypost.com/2017/04/13/layoffs-at-ralph-lauren-are-starting-to-pile-up/
RETAIL DISRUPTION IS ONGOING 22 http://the-digital-reader.com/wp-content/uploads/2016/12/amazon-go.jpg, http://www.net-expert.it/wp-content/uploads/2016/12/Shoppable-video.jpg https://www.pwc.com/us/en/deals/publications/ipo-watch-weekly/disruptors-final.pdf. https://ourconnectedworld.files.wordpress.com/2013/03/nine-west-youtube-shoppable-video.jpg, http://www.geek.com/wp-content/uploads/2016/07/711-drone.jpg Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “The magnitude of this disruption is unprecedented; retail is among a wide array of industry sectors fighting the onslaught. In fact, the retail store of the past may well be dead, as evidenced by the ongoing trend of thousands of store closures over the last decades. "
DISTRIBUTED WON’T HAPPEN BY MAGIC 23Samantha Starmer – Preparing for Distributed Commerce2/5/2017 https://static01.nyt.com/images/2015/07/13/arts/13PENNTELLJP/13PENNTELLJP-master1050.jpg
OKAY. BUT WHAT DO I DO? 24Samantha Starmer – Preparing for Distributed Commerce2/5/2017
5 PILLARS FOR DISTRIBUTED COMMERCE 1.HUMAN CENTERED 2.DIGITAL + PHYSICAL 3.CONNECTED & CONTEXTUAL 4.SERVICE ORIENTED 5.FLEXIBLE 25Samantha Starmer – Preparing for Distributed Commerce2/5/2017
1. HUMAN CENTERED 26 “You've got to start with the customer experience and work back toward the technology - not the other way around." – Steve Jobs Samantha Starmer – Preparing for Distributed Commerce2/5/2017 http://www.todayifoundout.com/wp-content/uploads/2014/11/crowd.jpg
WHY? 27Samantha Starmer – Preparing for Distributed Commerce2/5/2017 https://www.theodysseyonline.com/an-open-response-to-arent-you-tired-of-going-to-disney Customer Experience Impact Report. Oracle “86% of consumers will pay more for a better customer experience but only 1% of consumers feel their expectations for a good customer experience are always met."
28Samantha Starmer – Preparing for Distributed Commerce2/5/2017 NEED MORE CONVINCING? “If there's one reason we have done better than of our peers…it is because we have focused like a laser on customer experience.” Infographics: http://www.clarabridge.com/blog/the-top-14-customer-experience-cx-stats-of-2016/
WE MUST UNDERSTAND THE HUMANS 29Samantha Starmer – Preparing for Distributed Commerce2/5/2017 https://www.youtube.com/watch?v=w3FQcbXQpb8, https://www.nytimes.com/2017/04/12/fashion/store-of-the-future.html “Those who are using technology and data to create bespoke shopping experiences that recognize every person is different, and with different needs, are more likely to come out on top.“
30Samantha Starmer – Preparing for Distributed Commerce2/5/2017 HOW?
ESTABLISH EMPATHY 31Samantha Starmer – Preparing for Distributed Commerce 2/5/2017 “The main tenet of design thinking is empathy for the people you’re trying to design for. - David Kelley, Founder of IDEO" https://www.pinterest.com/pin/380835712211398649/
KNOW YOUR CUSTOMER & THEIR NEEDS 32Samantha Starmer – Preparing for Distributed Commerce2/5/2017 http://media-cache-ak0.pinimg.com/736x/6e/89/7d/6e897dfd63c84143818af7429ee22221.jpg
THIS CAN BE DONE EVERYWHERE 33Samantha Starmer – Preparing for Distributed Commerce2/5/2017
CONSIDER CO-CREATION 34Samantha Starmer – Preparing for Distributed Commerce2/5/2017 http://www.flickr.com/photos/thinkpublic/4499674785 SOME EXAMPLES: LEGO Starbucks IKEA DHL Netflix Made.com Manchester City FC Microsoft Samsung
2. DIGITAL + PHYSICAL 35Samantha Starmer – Preparing for Distributed Commerce 2/5/2017 http://gopro.com/wp-content/uploads/2012/05/683x426_d04.jpg
PHYSICAL COMMERCE IS NOT OVER 36Samantha Starmer – Preparing for Distributed Commerce2/5/2017 https://www.godaddy.com/garage/wp-content/uploads/2016/06/warby-parker-physical-storefront.jpg, http://images1.phoenixnewtimes.com/imager/u/original/8827772/bonobos_guideshop_fifth_avenue_6h.jpg, https://s1.r29static.com/bin/entry/d06/0,425,2998,1574/x,80/1618358/image.jpg, https://www.pwc.com/us/en/deals/publications/ipo-watch-weekly/disruptors-final.pdf “The process of discovery in a physical store — 'Oh, look, here’s the perfect gift for hard-to-buy-for Uncle Bob!' — remains unmatched online. As does an environment in which shoppers are encouraged to interact and enjoy the products just as they would at home."
WE HAVE TO MANAGE A NEW ECOSYSTEM 37Samantha Starmer – Preparing for Distributed Commerce2/5/2017 http://the-digital-reader.com/wp-content/uploads/2015/11/amazon-books1.jpg “While the store of the past may be dead, retailers are already adapting to a new retail ecosystem…a combination of physical, digital, and complementary service offerings …The physical store is a key component of the new retail ecosystem."
38Samantha Starmer – Preparing for Distributed Commerce2/5/2017 HOW?
UNDERSTAND ALL TOUCHPOINTS 39Samantha Starmer – Preparing for Distributed Commerce2/5/2017
MAP THE FULL CUSTOMER JOURNEY 40Samantha Starmer – Preparing for Distributed Commerce2/5/2017 http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg
CAN BE VERY LIGHTWEIGHT 41 Samantha Starmer – Preparing for Distributed Commerce2/5/2017 Text: http://rethinked.org/?p=814 Work from Allan Kempson for Ralph Lauren “Whether the task at hand is a hair dryer, a weekend retreat in the country, or an annual report, drawing forces decisions." – Tim Brown, CEO IDEO
3. CONNECTED & CONTEXTUAL 42 http://www.halloweenforum.com/halloween-props/79597-need-help-ideas-new-fence.html Samantha Starmer – Preparing for Distributed Commerce2/5/2017
CONCURRENT MULTI DEVICE USAGE 43 https://storage.googleapis.com/think/docs/twg-how-people-use-their-devices-2016.pdf https://ssl.gstatic.com/think/docs/multi-screen-world-infographic_infographics.pdf Samantha Starmer – Preparing for Distributed Commerce2/5/2017
AND ACROSS THE PHYSICAL WORLD 44 http://www.cegid.com/uk/wp-content/uploads/sites/2/2015/11/clienteling.jpg, http://screenmediadaily.com/wp-content/uploads/2013/04/showrooming.jpg, http://aumentor.qbcontent.com/wp-content/uploads/2016/03/Mobile-Point-of-Sale-Solutions.jpg, http://www.thefutureofluxury.co.uk/wp-content/uploads/2014/08/Screenshot.png Samantha Starmer – Preparing for Distributed Commerce2/5/2017
I LOVE EMBROIDERY! 45Samantha Starmer – Preparing for Distributed Commerce2/5/2017
HMMM - WHERE WOULD I FIND IT? 46Samantha Starmer – Preparing for Distributed Commerce2/5/2017
WHERE IS ISABELLA?! 47 https://vimeo.com/203906678 Samantha Starmer – Preparing for Distributed Commerce2/5/2017
48Samantha Starmer – Preparing for Distributed Commerce2/5/2017 HOW?
PLAN ACROSS (AND BETWEEN) CHANNELS 49Samantha Starmer – Preparing for Distributed Commerce2/5/2017
MEASURE ACROSS CHANNELS 50 https://www.thinkwithgoogle.com/infographics/consumer-i-want-to-buy-micro-moments.html Samantha Starmer – Preparing for Distributed Commerce2/5/2017
IS IT ALL CONNECTED? EVERYWHERE? 51Samantha Starmer – Preparing for Distributed Commerce2/5/2017
SHARE, LEARN, WORK TOGETHER 52Samantha Starmer – Preparing for Distributed Commerce2/5/2017
LEARN CONTEXT NEEDS 53 Allan Kempson at REI Text: http://www.unhcr.org/innovation/10-tweetable-quotes-that-will-spark-your-design-thinking/ “Human-centered design is a philosophy…that assumes that innovation should start by getting close to users and observing their activities." – Donald A. Norman, Cofounder of Nielsen Norman Group Samantha Starmer – Preparing for Distributed Commerce2/5/2017
Samantha Starmer – Building for Your Users 4. SERVICE ORIENTED 2/5/2017 54 https://www.desk.com/blog/what-downton-abbey-taught-me-about-customer-service “We are working hard to build a service that everyone, everywhere can use, whether they are a person, a company, a president or an organisation working for change." - Mark Zuckerberg
Samantha Starmer – Building for Your Users WE ARE IN A SERVICE ECONOMY 2/5/2017 55 http://www.dachisgroup.com/2011/11/everything-is-a-service/
NEW MAKEUP SERVICE? 56Samantha Starmer – Preparing for Distributed Commerce2/5/2017
I WANT TO TRY! 57Samantha Starmer – Preparing for Distributed Commerce2/5/2017 Featured Sephora not found. Plus, no ability to schedule at my preferred location. So sad.
58Samantha Starmer – Preparing for Distributed Commerce2/5/2017 HOW?
UNDERSTAND SERVICE 59Samantha Starmer – Preparing for Distributed Commerce2/5/2017
WHAT IS THE EMPLOYEE CONTEXT? 60Samantha Starmer – Preparing for Distributed Commerce2/5/2017
BLUEPRINT THE SERVICE NEEDS 61Samantha Starmer – Preparing for Distributed Commerce2/5/2017 http://bridgeable.com/wp-content/uploads/Service-Blueprint.jpg
TRY SERVICE YOURSELF 62Samantha Starmer – Preparing for Distributed Commerce2/5/2017
5. FLEXIBLE 63 http://www.nytimes.com/2016/11/26/fashion/tao-porchon-lynch-oldest-living-yoga-celebrity.html Samantha Starmer – Preparing for Distributed Commerce2/5/2017
64 http://weheartit.com/entry/19106728, http://cdn.farmersalmanac.com/wp-content/uploads/2013/12/tornado-2006-420x240.jpg Text: https://www.forbes.com/sites/michaelkanellos/2016/03/03/152000-smart-devices-every-minute-in-2025-idc-outlines-the-future-of-smart-things http://www.nbcnews.com/id/43015182/ns/technology_and_science-innovation/t/reasons-will-be-awesome-year, https://www.gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL.pdf IT’S ALL CHANGING… By 2025, a $1,000 computer will have the processing power of the human brain; 80 billion devices will be connected to the Internet; we will manage 85% of the relationship with an enterprise without interacting with a human. AND MUCH MORE… Samantha Starmer – Preparing for Distributed Commerce2/5/2017
65 https://youtu.be/wr28_Pmg1Ag WILL IT BE THIS? “Using a combination of RFID and ultrasound…whichever products you touch and pick up in the store are automatically sent to your app. You have effectively created your in store wish list." (Farfetch) Samantha Starmer – Preparing for Distributed Commerce2/5/2017
66 https://youtu.be/wr28_Pmg1Ag OR THIS? “In the middle you see a hologram of the product. The customer controls the experience on a touch device…allows [them] to take elements of products and then add their own style to it." (Farfetch) Samantha Starmer – Preparing for Distributed Commerce2/5/2017
67 http://www.theverge.com/a/verge-2021/google-x-astro-teller-interview-drones-innovation WE DON’T KNOW THE FUTURE Samantha Starmer – Preparing for Distributed Commerce2/5/2017 Trying to prognosticate is a very dangerous business. It’s good for people who are on the speaking circuit, but there isn’t any evidence that anyone is any good at it". - Astro Teller, Captain of Alphabet’s Innovation Lab
68Samantha Starmer – Preparing for Distributed Commerce2/5/2017 HOW?
69Samantha Starmer – Preparing for Distributed Commerce2/5/2017 TELL STORIES
70Samantha Starmer – Preparing for Distributed Commerce2/5/2017 GET OUT OF YOUR CHAIR http://www.flickr.com/photos/xian/3763798434
71 https://www.linkedin.com/pulse/lessons-learnt-from-banking-better-user-experience-jensen-https://www.linkedin.com/pulse/lessons-learnt-from-banking-better-user-experience-jensen-loke Text: http://scottberkun.com/2011/thinking-in-desire-paths/ “There’s an old concept among architects and urban planners called desire paths. If you walk around a college campus, or urban park, it’s easy to spot the well tread paths between buildings people have made for themselves. …The natural behavior among people shows you where the optimal path should be." - Scott Berkun, Author REMEMBER DESIRE PATHS Samantha Starmer – Preparing for Distributed Commerce2/5/2017
72 MOVE BEYOND SCREENS Samantha Starmer – Preparing for Distributed Commerce2/5/2017 “We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.” - Walt Disney. https://www.wired.com/images_blogs/gadgetlab/2014/01/20140124-GOOGLE-GLASS-FRAMES-0018.jpg http://opticsgamer.com/virtual-reality-gaming-future https://stratechery.com/2016/snapchat-spectacles-and-the-future-of-wearables/ http://wallpapercave.com/wp/W3gW73i.jpg http://www.old-computers.com/museum/photos/sirius_victor-s1_1.jpg http://masterherald.com/wp-content/uploads/2015/03/apple-macbook.jpg
5 PILLARS OF DISTRIBUTED COMMERCE 1.HUMAN CENTERED 2.DIGITAL + PHYSICAL 3.CONNECTED & CONTEXTUAL 4.SERVICE ORIENTED 5.FLEXIBLE 73Samantha Starmer – Preparing for Distributed Commerce2/5/2017
THANK YOU! 74 http://www.flickr.com/photos/baking_in_pearls/3960662314 Samantha Starmer – Preparing for Distributed Commerce2/5/2017 CONNECT:starmer@gmail.com, @samanthastarmer, https://www.linkedin.com/in/samanthastarmer
75 http://www.flickr.com/photos/druclimb/3277540656/ Samantha Starmer – Preparing for Distributed Commerce2/5/2017 QUESTIONS?

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Preparing for Distributed Commerce

Editor's Notes

  • #3 Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of distributed commerce.
  • #4 So let’s get aligned on what we mean by distributed commerce and what we need to prepare for.
  • #5 I don’t think anyone can argue that not only have the lines between digital and physical have blurred, they have pretty much full on collided. So many retailers, even some of the most ‘traditional’ like Ralph Lauren, are spending a lot of time and money on trying to figure out what this digital everywhere situation means for commerce.
  • #6 In many ways, the impact of digital technology on retail could be viewed as just beginning. I’ve been in this space quite a long time, and while we started with the disruption of the internet, then mobile, before we’ve had a chance to catch our breathe, new channels and ways of digital retail interaction are only increasing. Take conversational commerce powered by chatbots. Many think they will replace human call center agents and the dreaded phone tree.
  • #7 We are seeing many examples (some useful, some not) of interactive shopping windows, shelves and other ways for digitally enabled touch commerce.
  • #8 As AI gets better and voice recognition becomes more prevalent, not only can we order toilet paper via Amazon’s Alexa or Google Home, but retailers like the North Face are also experimenting with voice commerce and ways to help customers find the exact item they are looking for.
  • #9 Google glass notwithstanding, wearable commerce likely has a strong future, and maybe one that we aren’t expecting. These smart glasses can monitor how an employee moves and works and can suggest products to help them be healthier and more efficient.
  • #10 While the ‘internet of things’ still hasn’t fully taken off in the ways futurists have proclaimed for years, products like this Samsung fridge are coming out that allow you to make purchases via the product itself. As they get smarter, they will likely predict your shopping needs and make orders for you.
  • #11 Augmented reality is also coming to commerce, with the ability to overlay furniture in our own homes or virtually try on an outfit. Image recognition can allow us to immediately copy our favorite fashionista’s outfit.
  • #12 And recently eBay helped to create a fully virtual reality commerce site. I’ve actually tried a few early versions created by others, and it made me seasick, but once we are watching movies and playing video games with our VR googles on, we may not want to leave to do our shopping.
  • #13 And roboticized, artificial intelligence commerce is already hear. This is an example from the Lowe’s Innovation lab of a robot sales associate live now at an Orchard Supply Hardware store in California.
  • #14 Wow. This is all cool, exciting stuff on the road to fully distributed, anytime anywhere commerce! But we have a problem.
  • #15 We still tend to limit our design work to one, maybe two channels. We are lucky if we are working mobile first, let alone thinking about how all of these commerce interactions can best work together.
  • #16 As customers, we don’t think in channels.
  • #17 We think about our experiences. Like Chewbacca mom here.
  • #18 We focus on whether those experiences are successful
  • #19 or not.
  • #20 With all of this digital disruption, in many places retail is struggling. Amazon has completely changed the playing field and when, how and why people shop has completely changed.
  • #21 In the States, malls are empty and closing. Many think traditional retail may never be the same again.
  • #22 This is even impacting Digital teams as many companies struggle to stay solvent. At Ralph Lauren our entire digital services team, over 100 people, was recently cut as part of the company’s financial turn around plan.
  • #23 This is just the beginning. We will have stores without checkout lines, drone delivery, ability to purchase the outfit your favorite actress is wearing on her hit TV show.
  • #24 Successful distributed experiences won’t just happen by magic. They need us to design them thoughtfully.
  • #25 Okay, so how do we do that?
  • #26 Here are 5 pillars to help us prepare for this world of distributed commerce.
  • #27 First, and probably most important, is human centered. The customer’s experience has never been more critical.
  • #28 Customer experience has direct revenue benefits.
  • #29 It’s always been important, but with the amount of choice and control consumers now have it is crucial that we keep them and their needs in the center.
  • #30 We have to understand what customers need, want. How they work, play, think, feel.
  • #32 It really starts with empathy. We can’t just pay lip service to being human centered.
  • #33 Leverage all of the tools you can to better know your customer and their needs.
  • #34 Customer research can be done in all sorts of places. It doesn’t have to be confined to fancy usability labs or expensively moderated focus groups. At REI we regularly did customer research right in the store.
  • #35 And to be really customer centered, consider co-creation. Many big successful companies are starting to use co design tools and methods and i’ve personally had good success with it.
  • #36 Next, we have to focus on digital and physical working together.
  • #37 A number of retailers (Warby Parker, Bonobos, Casper mattresses) who started as online pure plays have now entered the physical shopping space. Physical is not dead. In fact, those of us who have focused on digital need to expand our skills and attention to the physical space.
  • #38 We need to be thinking through the full ecosystem.
  • #40 It stars with understanding all touchpoint and potential interactions - wherever and however - our customers might have with us.
  • #41 mapping the full customer journey will help us determine what channels and devices and support mechanisms are needed at various places.
  • #42 It doesn’t have to be fancy. in fact, starting with analog sketching is often the best way to map out the customer’s optimized journey across digital and physical.
  • #43 Next, distributed commerce needs to be connected and contextual.
  • #44 We increasingly work across all of our devices, often using more than one at the same time.
  • #45 And given our earlier point about the physical world, we need to make sure that experiences are connected here too, and we consider which touchpoint, device and interaction makes sense for which context.
  • #46 This is harder than it looks. Take this Vanity Fair advertisement. I noticed it because I’ve always liked Isabella Rossalini. And I really like embroidery on clothing. So i thought, huh, I want to see much much that tunic costs.
  • #47 So I go to the White House Black Market website. And I look. And I look.
  • #48 Even when I finally find the featured campaign, no Isabella. We see those kinds of disconnected experiences all of the time.
  • #49 How can we fix them?
  • #50 By planning across and between channels and devices. Make sure our print ads are connected to our digital experiences. Help people find what they are looking for regardless of channel.
  • #51 Measure across channels. Understand how your customers are interacting across all of the touchpoints they are encountering.
  • #52 Ensure that things are connected throughout your organization. is the Marketing connected? Do the call center and the store employees understand the latest campaign or promotion? Are the technology and fulfillment infrastructures set up to support?
  • #53 Work across teams and across divisions. Across digital and physical. Digital teams should go out of their way to connect with all of the other teams who impact the customer experience.
  • #54 And spend time understanding the contextual needs
  • #55 Next, distributed commerce needs to be service oriented.
  • #56 We are in a service economy. Even traditional product companies like Nike have really started to focus on services.
  • #57 But often the services fall through and do not support a good customer experience. This can prohibit sales. Beauty company Sephora has opened a massive new store in New York where they offer tons of unique services from digital skin color mapping to fragrance finders. There has been a ton of press about this new store. My friend texted me this article that made me want to go.
  • #58 But when I tried to learn more about the services and maybe schedule something, not only was I unsuccessful, but the new store location wasn’t even found in the Sephora service scheduler.
  • #60 So we need to think about service. Understand the services our organization provides.
  • #61 How can the employees be best supported to provide excellent service? What tools do they need? What is their context?
  • #62 Like customer journey mapping, we can also create a map, a blueprint of the service experience in order to manage gaps, particularly as channels and devices of distributed commerce proliferate.
  • #63 And even try giving service a try yourself! My teams and I have often helped on the sales floor, in the call center or even in the warehouse and the connection to the customer and their needs is unparalleled.
  • #64 Finally, through all of this we need to be flexible.
  • #65 Everything is moving so quickly and continuing to change.
  • #66 We don’t necessarily know where commerce is going.
  • #67 Amazing digital connections and experiences are being piloted - which ones will stick and which ones will become the next beacon?
  • #68 And though many people try to predict the future of commerce and technology, much of what gets predicted doesn’t happen, or changes significantly.
  • #70 So we have to remain flexible to what might come. Rather than just focusing on the technology, tell stories about the customer and what they might find useful.
  • #71 Get out of our chairs and act it out.
  • #72 Remember that people don’t always use things they way we expect. We have to be able to adapt to our customers desire paths - the paths they have made for themselves.
  • #73 In all of this, we need to keep our curiosity aflame and be ready to move beyond screens, beyond devices, to remain flexible and excited about the distributed future no matter how it shows up.`