Presented by Michael Stich, Rockfish Chief Innovation Officer at the 2015 Kantar Retail eCommerce Strategy Forum.

1. PRESSING THE RESET BUTTON
AT THE STORE
DIGITAL IN-STORE FOR COMMERCE

2. AGENDA
EVOLUTION OF ONLINE.
IMPLICATIONS FOR THE STORE.
LOOKING FORWARD.
2

3. EVOLUTION OF ONLINE

4. DIGITAL IS CHANGING SHOPPER BEHAVIOR
EVOLVING SHOPPER EXPERIENCE SHOPPER/
RETAILER APPS
STORE CHECK-IN SMART
ALGORITHMS
MOBILE
PAYMENTS
NEAR-FIELD
COMMUNICATION
SOCIAL STORES AUGMENTED
REALITY

5. 5
EVOLUTION OF ONLINE
OLD WAY (PRE-2008) NEW WAY (2015)
SEARCH
Sites primarily discovered via keyword
driven search
App SEO, Contextualization of results based on
personal behavior
NAVIGATION Text based, modeled after in-store layout
Image-based, increasingly modeled after in-store
layout.
CONTENT Static brand sites Enhanced Retailer Product Detail pages
EMAIL
Promotional driven, minimal
personalization
Personalized messaging, Offers, Product
recommendations
CHECKOUT Lengthy process with multiple steps Simplified, multiple buying options
MOBILE SMS
Responsive mobile sites, apps with in-store
features
MEDIA
Impressions based, broad reach, minimal
targeting
Highly targeted reaching the intended shopper
with the right message; in-ad purchase
SOCIAL Static post Shoppable post, advanced targeting
INFLUENCERS Simplified Influencer selection Identification of influencer based on algorithm
REVIEWS Review collection and display
Usability of reviews to support individual
consumer needs

6. SIMPLIFICATION VIA
VISUALIZATION
EVOLUTION OF ONLINE
Today’s experiences incorporate greater
imagery (and video) throughout the
journey than 10 years ago:
• Mouse-overs
• Search
• Landing pages
• Shelf
• Checkout
Sony.com
2005
Sony.com
2015

7. BIG DATA GETTING BIGGER –
VISUAL ANALYTICS
EVOLUTION OF ONLINE
“Visual analytics companies such as Ditto
Labs are using software to scan photos
and identify contexts, locations, or themes
to help brands send targeted ads or
conduct market research.”
Which Brands Went to #BurningMan2015?

8. EVOLUTION OF ONLINE
SOCIAL COMMERCE
New buy options in Twitter,
Youtube, Instagram, Pinterest.
Facebook watching closely.

9. EVOLUTION OF ONLINE
CROSS-APP PURCHASE
One account,
Unified cart,
Faster purchase,
Any app.

10. PERSONALIZED STACKING
Retailer points, brand points, gift
cards, pharmacy rewards,
subscription discounts, one-day-
only, retailer ad network, click-
and-collect, sharing behavior.
EVOLUTION OF ONLINE

11. NEW INSIGHTS, BETTER EXPERIENCES
CHANGING THE CONSUMER JOURNEY
Smart Data | Personalization | New Value
EVOLUTION OF ONLINE

12. IMPLICATIONS FOR THE STORE

13. DATA MASHUPS =
BETTER EXPERIENCES =
BETTER RESULTS
IMPLICATIONS FOR
THE STORE
Push Notifications,
Personalized Digital Signage,
Up-to-the Minute Reporting.
BEHAVIORS | IMPRESSIONS | BASKETS | INVENTORY |
OPTIMIZED IN-STORE EXPERIENCES
DIGITAL ANALYTICS SHOPPER DATA

14. IMPLICATIONS FOR
THE STORE
“With the company’s omni-
channel initiative, you’ll find
up-to-date and accurate
product information at every
turn”
RETAILER.COM
AT SHELF
RETAILER APP RETAILER SOCIAL
DISPLAY
PRE-SHOP: SEAMLESS
OMNICHANNEL

15. IN-STORE MODE
IMPLICATIONS FOR THE STORE
o Pre-Pay
o Skip Lines
o 3D Store Map
o In-Store Product Locator
o Scan Rewards
o Multi-Location Inventory Availability
SHOP: MOBILE TOOLS

16. IMPLICATIONS FOR
THE STORE
Nebraska Furniture Mart sales
person should be able to
seamlessly give quotes,
delivery dates and all the
pertinent information needed to
make the purchase.
SHOP: SHOPPING
ASSISTANCE

17. IMPLICATIONS FOR
THE STORE
Adidas plans to incorporate
Endless Aisle technology into
all 750 India store locations.
SHOP: ENDLESS AISLE

18. IMPLICATIONS FOR
THE STORE
Digital capabilities
deployed at the In-Store
Shelf merges creating
enhanced experiences.
SHOP: INTERNET OF
THINGS

19. IMPLICATIONS FOR
THE STORE
Digimarc enabled packaging
enhances brand experiences
for consumers during all
shopping phases; Pre-shop, in-
store,
post purchase.
SHOP: SCAN AS
YOU SHOP

20. IMPLICATIONS FOR
THE STORE
How Best Buy stopped being
Amazon’s testing ground:
o Embraced Showrooming
Behavior
o Price Matching
o Customer Service
Improvements
o In-Store Push Notification
Offers
o Mobile E-commerce
enhancements
SHOP: SHOWROOMING

21. IMPLICATIONS FOR
THE STORE
“Nike Custom Shoes in 20
Minutes: The flagship Nike
store in downtown Portland,
Oregon offers the following
proposition: For just $20 more,
customers purchasing the Nike
Free running shoe have the
option to select their own
swoosh and custom laces.”
SHOP: IN STORE
CUSTOMIZATIONS

22. SHOP: IN STORE
CUSTOMIZATIONS
Alibaba’s Alipay Wallet, used
by Chinese shoppers to make
over half the purchases with
the retailer, allows Chinese
shoppers to pay at vending
machines, restaurants, and
retailers by scanning QR codes
or scanning their smartphones
over a sound wave
payment terminal.
TopShop, a British fashion
retailer launched their online
store as an exclusively digital
platform in China. There were
no checkout counters or POS
systems at the event.
IMPLICATIONS FOR
THE STORE

23. POST PURCHASE
IMPLICATIONS FOR THE STORE
Online returns are a hassle leaving
consumers frustrated when having to
return items and then wait for the
intended item to arrive on their
doorstep
The solution: Subscription services
that are precisely tailored to the
consumer with 100% guarantee.

24. LOOKING FORWARD

25. Differentiating the Physical Experience:
Smart Malls
“In the future, you will go shopping without having to take your
wallet. The mall will immediately recognize you when you arrive,
through your phone. You won’t have to wait for anything, you won’t
have to stop and pay for parking, there will be targeted discounts
for those stores you like. It will be very convenient,
very personalized.”

26. LOOKING FORWARD
“While Chinese shoppers may
not be shopping at malls, they
are being entertained at malls.
Many shopping malls have
dedicated a large amount of
space to “restaurants, cinemas,
skating rinks, bowling alleys,
spas, playgrounds and even
language schools.”
DIFFERENTIATING THE
PHYSICAL EXPERIENCE

27. DIFFERENTIATING THE PHYSICAL EXPERIENCE
Packaging as a utility
LOOKING FORWARD

28. SUMMARY
EVOLUTION OF ONLINE.
IMPLICATIONS FOR THE STORE.
LOOKING FORWARD.
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29. THANK YOU!