The document discusses the challenges and strategies of real-time retailing in response to increasing consumer expectations and online competition. It highlights the importance of data-driven insights, personalized experiences, and innovative approaches such as integrating online and offline shopping environments. Examples from retailers like Macy's and John Lewis illustrate successful adaptations to consumer behavior, while trends such as instant content creation and real-time engagement are emphasized as key to staying competitive.

2. Innovating quickly
in the era of the
real-time retailer

3. 3
GoogleFacebook Apple
Today’s consumers have higher expectations

4. 97%
of visitors walk away
from your site and
never purchase
(Qubit, 2013)
Engaging consumers is hard work

5. 0.03%
of visitors make up
30%
of your site’s income...
(State of personalisation research; Qubit, 2013)

6. 6
Users will visit 22 different
websites before booking
a holiday
Travolution, November 2013
Customers have access to more information

7. So what can we do?

8. So what can we do?
They move fast,
we must move faster

9. 9 @TheGrahamCooke
Whether it’s user-generated content

10. Macy’s has turned 500 of its 840 stores into
additional shipping facilities to stack shelves and
pack online orders simultaneously
Understanding shipping and shopping habits

11. Connecting your offline and online worlds
Macy’s has turned 500 of its 840 stores into additional shipping
facilities where employees can stack shelves and pack online
orders simultaneously
In-store iPads allow Oasis users to have the option
to try an item on in store, and then order it online
and have it delivered

12. In April 2012, John Lewis reported 25% of orders made through
johnlewis.com were for click and collect
Bricks and mortar stores will evolve

13. 13
Creating a great site
@TheGrahamCooke

14. How can you compete
with the internet giants?

15. 26%
of online sales by 2016
How can you compete with the internet giants?

16. ExperienceUtility Apps
We see ecommerce on the web splitting three ways...

17. Our philosophy for success:
Real-time retailing

18. Real-time weather targeting

19. Real-time crisis management

20. Real-time content engagement

21. Real-time abandonment catching

22. Web-influenced retail

23. Sofa Surfers
Big Spenders
Basket Cases
Super Shoppers
(State of personalisation research; Qubit, 2013)
The right segments

24. Data-led tests are 7.7x more effective than gut feeling
We’ve found that tests based on data are
7.7x more
effective
than tests based on intuition alone
(Qubit, 2013)

25. Bad testing costs ecommerce
businesses
$13.6bn
a year
Bad use of data is costing the industry

26. So, how can you
innovate quickly?

27. Build your own custom reports using Qubit data

28. We’ve distilled our most successful tests

29. All this is supported by our updated statistics engine

30. At Qubit we’re committed
to developing products
that really hit your
bottom line

31. Thanks
www.qubitproducts.com

32. FRESH ENGAGING
Customer
experiences
RICHARD WILSON - HEAD OF DIGITAL!

33. agenda
B U R T O N M E N S W E A R L O N D O N !
1. BRAND POSITIONING
2. CREATING ENGAGING EXPERIENCES
3. CASE STUDIES

34. Engaging experiences
B R A N D P O S I T I O N I N G !
TO CREATE SIMPLE EXPERIENCES,
THAT INSPIRE AND INFORM,
TO DRIVE sALES, LOYALTY & RECOMMENDATION

35. CUSTOMER TARGET
B R A N D P O S I T I O N I N G !

36. CHANNEL AGNOSTIC
B R A N D P O S I T I O N I N G !

37. Creating engaging experiences
B U R T O N M E N S W E A R L O N D O N !

38. Inform & inspire
C R E A T I N G E N G A G I N G E X P E R I E N C E S !

39. Inform & inspire
C R E A T I N G E N G A G I N G E X P E R I E N C E S !

40. Inform & inspire
C R E A T I N G E N G A G I N G E X P E R I E N C E S !

41. PERSONALISATION
C R E A T I N G E N G A G I N G E X P E R I E N C E S !

42. PERSONALISATION
C R E A T I N G E N G A G I N G E X P E R I E N C E S !

43. REAL TIME RELEVANCE
C R E A T I N G E N G A G I N G E X P E R I E N C E S !

44. WEATHER PERSONALISATION
C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N

45. HYPOTHESIS:
YOUR ENVIRONMENT
EFFECTS YOUR behavior
C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N

46. CUSTOMER EXPERIENCE
TEST!CONTROL!
C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N

47. CUSTOMER EXPERIENCE
C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N

48. TECHNOLOGY
C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N

49. RESULTS
+11.6%
CONVERSION
C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N

50. HYPOTHESIS:
C A S E S T U D I E S / D E N I M F I T G U I D E
ENGAGING SHOPPERS WITH
OUR CONTENT WILL INCREASE CONVERSIONS

51. INSIGHT:
C A S E S T U D I E S / D E N I M F I T G U I D E

52. RESULTS
C A S E S T U D I E S / D E N I M F I T G U I D E
+5.5%
CONVERSION

53. Keep Testing - Keep Learning
B U R T O N M E N S W E A R L O N D O N

54. Thank you

55. The Expectation Economy!
Consumers are already there, are you?!
"
Qubit, 29 April 2014, London !!
Henry Mason
Managing Director, trendwatching.com

56. TRENDS?!
Not fashion

57. More than just what’s hot’
TRENDS?!

58. TRENDS?!
More than just what’s trending’

59. TRENDS, SMALL AND BIG!
Macro Consumer Industry

60. ABOUT US!
Since 2002
250,000 free subscribers, 1,200 Premium clients

61. 2,500 spotters in over 100 countries
WATCHING !
TRENDS!

62. “A manifestation of
something that has
‘unlocked’ or newly
serviced an existing
consumer need, desire,
want or value.”
TRENDS
ARE
SIGNALS!

63. CHANGE!

64. CHANGE?!

65. EXPECTATION
GAP!

66. SPORTS
CAR?!

67. HOTEL?!

68. SMOKE!
ALARM?!

69. MARKETING?!

70. EXPECTATION
ECONOMY!
Who"are"you"
really"
compe/ng"
against?"

71. KEY THOUGHT FOR TODAY!
SO LISTEN UP! ;-)!

72. GLOBAL
BEST
PRACTICE!
A curated snapshot...

73. READY
TO RUN
WITH!!
Take these trends and examples, learn from them,
adapt them, and launch innovations of your own!

74. Vision"
New"business"concepts"
New"products,"services,"
experiences"
Marke/ng,"adver/sing,"PR"
WHERE
TO
APPLY!

75. WHO?!

76. GOOD COP(Y)!
BAD COP(Y) !
;-)!

77. eBay pop-up QR code shops around the world
GOOD COP(Y)!
BAD COP(Y) !
;-)!

78. Zipcar: building a new auto ownership model
GOOD COP(Y)!
BAD COP(Y) !
;-)!

79. BMW electric car sharing, with one-way trips
GOOD COP(Y)!
BAD COP(Y) !
;-)!

80. POINT-KNOW-BUY!
!
VIDEO VALETS!
!
INSTANT MAKERS!
!
HONEST FLEXIBILITY!
!
ONTO THE TRENDS!!

81. San"Francisco"Consumer"Trend"Seminar"""|"
TECH !
FEVER!
Online & tech innovations empower consumers &
promise to service existing needs in new (& better) ways

82. San"Francisco"Consumer"Trend"Seminar"""|"
ONLINE
SUPER
POWERS!
Instant & total transparency, more control, choice,
personalization, relevance and more, more, more...

83. SUPER!
TECH !

84. POINT
&
KNOW!

85. POINT
&
KNOW!

86. L’Oréal:
Colour Genius mobile app enables users
to find makeup to match their outfit
POINT &
KNOW

87. POINT,
KNOW,
BUY!
Consumers will expect to be
able to point their device at
anything, become informed in
an instant, and purchase
seamlessly if they want to.

88. POINT, KNOW,
BUY!
Net-A-Porter
Fashion etailer publishes
shoppable magazine

89. POINT, KNOW,
BUY!
The Fancy
Luxury etailer unveils Google
Glass app

90. POINT, KNOW,
BUY!
Glashion:
Google Glass prototype allows
consumers to ‘shop-as-they-see’

91. POINT, KNOW,
SERVE?!
Virgin Atlantic:
Staff use Google Glass to
source passenger info

92. VIDEO
VALETS!
Consumers will come to
expect instant, webcam-
enabled face-time with your
brand representatives, as
and when they need it.

93. VIDEO
VALETS!
“54%of UK consumers
say the most important factor
when contacting a brand is
being able to interact with a
real person.”
(Vision Critical Research, Oct 2013)

94. VIDEO
VALETS!
Bank of America
Live video chat with bank staff
via ATM

95. VIDEO
VALETS!
Amazon
Mayday button offers live
video customer support

96. VIDEO
VALETS!
Fiat
Live staff-guided vehicle
exploration via webcam

97. VIDEO
VALETS!
MeUndies
Online store built around live
customer service

98. INSTANT
MAKERS!
There will be few better
ways to bring consumers
back into stores than using
new technologies to make
them INSTANT MAKERS.

99. INSTANT
MAKERS!
“Between 2006 and 2012,
the proportion of people
creating content online
rose from less than
10% to over 75%”
(BBC, May 2012)

100. Dreambox:
3D printing vending machine
installed on university campus
INSTANT!
MAKERS!

101. YrStore:
Popup store offers instant t-
shirt creation
INSTANT!
MAKERS!

102. LipLab:
Customized lipsticks in
under ten minutes
INSTANT!
MAKERS!

103. Vision"
New"business"concepts"
New"products,"services,"
experiences"
Marke/ng,"adver/sing,"PR"
WHERE
TO
APPLY!

104. WHO?!

105. HONEST
FLEXIBILITY!
Jaded consumers will be
pleasantly surprised by
brands that are honest and
transparent about the
limitations of their product or
service, and then provide a
solution to those limitations.

106. 49%
of consumers think that it is
‘important’ or ‘very important’
for brands to listen and
respond thoughtfully
HONEST
FLEXIBILITY!

107. Yet only 10%think
that brands do this well.
(Edelman, October 2013)
HONEST
FLEXIBILITY!

108. HONEST
FLEXIBILITY!
Art Series Hotel:
‘Overstay’ until your room is
needed

109. HONEST
FLEXIBILITY!
BMW:
Electric car owners offered
access to petrol vehicles

110. HONEST
FLEXIBILITY!
Rent The Runway:
Opens physical showroom in
NYC

111. POINT-KNOW-BUY!
!
VIDEO VALETS!
!
INSTANT MAKERS!
!
HONEST FLEXIBILITY!
!
TODAY’S TRENDS!

112. Just the tip of the iceberg

113. "DVDs are a melting glacier.
Yes, it's melting, but it's a slow melt.”
Jim Keyes, Blockbuster 2008

114. OOPS":("

115. Vision"
New"business"concepts"
New"products,"services,"
experiences"
Marke/ng,"adver/sing,"PR"
WHERE
TO
APPLY!

116. WHO?!

117. www.trendwatching.com/trends/consumertrendcanvas

118. CHANGE!

119. CHANGE?!

120. EXPECTATION
GAP!

121. GOOD
TIMES!!

122. THANK YOU & GOOD LUCK!!
henry@trendwatching.com"

123. LEVERAGING VISUAL CONTENT WHERE IT MATTERS MOST
Jose de Cabo
Co-founder

128. Cabe drawing!

137. 249 Global
Brands
Brands Benchmarked on L2 + Olapic Study

138. Instagram Has Been Busy

139. Instagram has
the fastest
growing active
user base

140. Brand Participation Keeps Growing

141. Very attractive demographics

142. Instagram Boasts 15-20x the engagement of Facebook

144. Instagram is the new window shopping

145. The community is organically generating brand content

146. Instagram Brand Site Integration
January 2014 (n=249)

147. Earned
OwnedPaid
Convergence

148. + =
Owned Earned Converged “Shoppable” Media
5% to 10% increase in conversion

149. ACQUISITION
ENGAGEMENT
CONVERGENCE
SOCIAL MATURITY
VALUE

150. 2,000 photo submissions
per month
3X monthly sales lift
44% of site sales
attributable to visual
content interaction
14,151 #BaubleBar
pictures

151. 500,000 gallery visits in
3 months
Transforming Customers
into Creative Directors

152. 6,000 pictures collected
in 120 days
39% increased
conversion rate

153. THANK YOU
Jose de Cabo
Co-founder

154. !!
Customer!Experience!Tips!!
to!drive!your!!
Channel!Performance
Ben!Seymour!
Director,!Professional!Services

155. The!Omni>Channel!Retail!Merchandising!Challenge!
Amplience!AdapCve!Media!PlaDorm!
Retail'Brand' Consumers'
Video'&'
Image''
Assets'
Data'
Brand'&'
Marke9ng'
Assets'
Interac9ve'
Rich=Media'
Tablet'
Instore'
Digital'
Emerging'e.g:'
Smart'TV'&'
Wearable'
Tech'
Desktop'
Mobile'
SDK'
Dynamic'
Imaging'
Interac9ve'
Merchandising'
API’s'
Asset'
Management'

156. MulCscreen!journey!requires!adapCve!content
①

157. Break!away!from!staCc!page!templates!:!RWD

158. AdapCve!Media:!
!!Enhance!the!experience
!!to!opCmise!engagement

159. AdapCve!Media:!
!!Enhance!the!experience
!!to!opCmise!engagement

160. AdapCve!Media:!
!!Enhance!the!experience
!!to!opCmise!engagement

161. Enhance!the!experience!to!opCmise!engagement
Where!appropriate

162. Enhance!the!experience!to!opCmise!engagement
Where!appropriate

163. Mobile!deserves!a!different!experience
②

164. “One!eyeball,!one!Thumb”!
People!use!their!phones!
anywhere!&!everywhere!
!
Typically!short!sCnts!of!
!parCal!concentraCon!
Luke!Wroblewski!

169. Category!Page!:!Combine!content!and!commerce
③

174. Lister!Page!:!not!just!a!stepping!stone
④

179. • Early!engagement!
!
• Engender!confidence!in!the!interacCons!
!
• Reduce!fricCon!!

182. Product!Page!:!Content!is!king
⑤

189. Review&key&browser&dimensions:&&
1&Content&and&Visitor&perspec8ves&
1&Measure&against&success&metrics&
Also,&track&ranges&of&browser&width.&
&
Are&there&certain&visitor&device&
profiles,&which&are&underperforming&
for&your&customer&base?&
&

190. Reveal!Intent!!
!
!
Viewer!analyCcs:!
DuraCon!of!zoom!
Frequency!of!zoom!
Alternate!views!
Spin!interacCons!
Video!plays!

191. InspiraConal!Content:!Make!your!videos!work!harder
⑥

192. Pages!with!video!aWracted!!
2>3x!more!visitors!
(MarkeCng!Sherpa)!

193. Leverage!social!channels!>!re>use!video,!with!commerce!imperaCves

194. Leverage!social!channels!>!re>use!video,!with!commerce!imperaCves

195. SEO!>!leverage!image!and!video!verCcals
⑦

196. Page!1!of!Google!results!!
enjoy!up!to!95%!of!traffic!
The best place to hide a dead body
is on page 2 of Google search results

197. Think!of!your!Category!Pages!as!being!Landing!Pages!

198. Think!of!your!Category!Pages!as!being!Landing!Pages!

199. Think!of!your!Product!Detail!Pages!as!being!Landing!Pages!

200. Think!of!your!Product!Detail!Pages!as!being!Landing!Pages!

201. Apparent!filenames!in!image!requests
Photography!typically!
coordinated!at!the!SKU/product!
level:!
028632996188>1!
!
Apparent!Image!Filename:!
Berkley>whiplash>orange.jpg!
hWp://i1.adis.ws/i/hkg/028632996188>1/Berkley>whiplash>orange.jpg?$cat_155$&img404=n_uk!

202. Thank!you
Ben!Seymour!
!
bseymour@amplience.com!
@bseymour

203. If data is the new coal,
then people are the new
diamonds.!
David Staunton!
Snr Product Marketing Manager - MetaPack!

204. Big Data = Big Numbers?!

205. 300 million deliveries in
2013/14!

206. £6.4 billion in e-commerce
traffic in 2013/14!

207. Which city had the most
Easter egg deliveries in
April 2014? !

208. West Midlands!
18%!
Northern Ireland!
13%!
Wales!
10%!
South East!
13%!

209. +!
What is the link between Easter egg !
deliveries and UK obesity index?!

210. The healthiest cities in the top 10…
• Reading (7th)!
• Brighton (8th) !
• Peterborough (10th)!

211. The least healthiest cities in the top 10…
• Birmingham (1st) & [6th] !
• Newcastle (3rd) & [4th]!
• Glasgow (6th) & [5th]!

212. The value of data is deeper than just fun facts: !
£!