Presentation by Hazel Kay, Selfridges. Export Finland Smart Retail UK seminar, Helsinki June 4th 2015.

1. Smart
Retail
Seminar
Helsinki,
June
4th
2015
#SmartRetail

2. Agenda
10/06/15
©
Finpro
2
• 08.30
RegistraCons
• 09.00
Welcome.
Jukka
Salo,
ExecuCve
Vice
President
Export
Finland
• 09.15
IntroducCons
and
Business
Opportunity
Market
Study.
Perry
Le
Dain,
Senior
Advisor
Export
Finland
• 09.45
Case
Study
1.
Smart
Retail
and
the
Customer
Journey.
Pekka
Haataja,
Country
Director
UK,
Elisa
Videra
• 10.15
Break
• 10.35
Smart
Retail.
Trends,
Drivers
and
the
Value
Network
in
the
UK.
Mike
Cornwell,
CEO,
InsCtute
of
Digital
MarkeCng
• 10.55
Case
Study
2.
Smart
Technologies
at
Point
of
Retail
Experience.
Saana
Häkkinen,
Stereoscape
• 11.25
The
Future
of
Retail
MarkeCng.
Hazel
Kay,
Head
of
MarkeCng,
Selfridges
• 11.55
Panel
Discussion
• 12.15
Close

3. Smart
Retail
Summary
10/06/15
©
Finpro
3
• Brands
and
retailers
are
seeking
innovaCons
that
will
provide
them
with
a
compeCCve
edge
and
a[ract
and
retain
high
value
customers.
Customers’
expectaCons
grow
higher;
brands
and
retailers
face
economic
drivers
to
do
more
with
less.
They
have
to
respond
to
a
rapid
pace
of
change
and
adapt
rapidly
to
change
and
adopt
technologies
that
will
enable
them
to
make
fast,
intelligent
decisions,
and
idenCfy
new
channels
to
the
consumer.
Automa'on
Technologies
for
the
Retail
Sector
(Technical
Insights).
Frost
and
Sullivan
2014

4. Why
Smart
Retail?
10/06/15
©
Finpro
4
• Today’s
consumer
is
moving
between
a
variety
of
channels:
high
street,
e-­‐commerce,
m-­‐commerce,
social
media
—
in
a
fluid
way.
• The
Connected
Consumers
is
armed
with
technology
and
informaCon.
The
balance
of
power
has
shiced
away
from
the
brand.
The
model
is
less
one-­‐to-­‐many;
more
one-­‐to-­‐one.
• The
Considered
Consumer
is
more
promiscuous
and
less
loyal
to
brands,
is
value
driven,
and
demands
an
experienCal
shopping
experience.
• Brands
can
harness
greater
customer
lifeCme
value
by
providing
an
experience
that
engages
the
consumer
throughout
the
retail
journey.
• Virtual
shopping
conCnues
to
be
a
significant
challenger
to
the
high
street.
Retailers
need
to
innovate
and
adapt
by
improving
a
seamless
shopping
experience
that
provides
value
and
choice.
The
Consumer
2014,
Retail
Week

5. Smart
Retail
Drivers
10/06/15
©
Finpro
5
• The
Considered
Consumer
has
greater
choice
than
ever
before,
browses
and
takes
Cme
to
research
before
making
a
purchase
decision
BUT
the
majority
of
purchase
decisions
are
made
in
store.
Customers’
buying
decisions
conCnue
to
be
influenced
at
the
point
of
sale.
• Digital
Signage
in
store
will
be
core
to
Smart
Retail.
Point
of
Sale
displays
will
be
used
for
infotainment,
adverCsing
and
customer
interacCon.
• Video
analyCcs
advancements
are
expected
to
be
implemented
into
Smart
Retail
soluCons:
behaviour
and
facial
recogniCon,
foofall,
dwell
Cme,
heat
mapping.
This
will
enable
retailers
and
brands
to
push
relevant
content
to
consumers
at
the
point
of
experience
in
order
to
influence
purchasing
decisions.
The
Consumer
2014,
Retail
Week
Smart
Retail
will
enable
retailers
to
deliver
a
consistent
brand
experiences
through
effec9ve
use
of
digital
assets
(digital
adver9sing,
social
media,
smart
devices)
thus
leveraging
brand
equity
and
reinforcing
brand
consistency
across
all
channels.
New
customers
can
be
aBracted
by
harnessing
the
power
of
social
networks.
Smart
Retail
will
empower
the
personalisa9on
of
content
and
engage
customer
effec9vely
across
all
marke9ng
channels.

6. Smart
Retail
–
Key
Drivers
for
Investment
10/06/15
©
Finpro
6
• MulJ-­‐channel
integraJon:
Retailers
are
invesCng
in
a
mulC-­‐channel
strategy
that
integrates
mobile,
internet
and
the
high
street
in
order
to
enhance
the
customer
journey.
• Customer
Experience.
Retailers
need
to
be
able
to
proacCvely
spot
problems
and
close
the
loop
at
point
of
experience.
This
will
enhance
customer
loyalty
and
improve
retenCon.
Retailers
desire
to
gain
insight
into
process
failures
in
the
customer
experience
and
fix
them
before
they
impact
the
brand.
• Social
Media.
Retailers
are
now
coming
to
terms
with
how
to
use
social
media
for
markeCng
purposes.
This
can
create
an
unprecedented
risk
to
the
brand.
How
can
brands
and
retailers
manage
this
channel
effecCvely
• Mobile
Commerce:
Always-­‐on,
always-­‐connected,
locaCon
aware
smart
devices
are
driving
new
retail
iniCaCves.
Mobile
represents
a
fundamental
shic
in
the
way
consumers
are
discovering,
buying,
and
interacCng
with
retailers.
• Big
Data.
Retailers
have
access
to
unprecedented
amounts
of
customer
data.
The
data
needs
to
be
harvested,
analysed
and
visualised
in
order
to
predict
the
buying
habits
of
their
consumers
at
any
place
and
any
Cme.
This
will
enable
retailers
to
explore
new
business
models
and
new
markeCng
capabiliCes.
Big
Data
will
drive:
• Transparency
and
tracking.
Greater
transparency
and
integraCon
between
retail
systems:
e.g.
point
of
sale,
supply
chain,
logisCcs,
mobile
and
e-­‐commerce
plaforms,
ERP,
CRM.
This
will
allow
retailers
to
vastly
improve
tracking
from
manufacture
through
to
purchase
while
obtaining
vital
customer
and
sales
informaCon.
• Customer
data.
The
reducCon
of
informaCon
overload
and
the
ability
to
convert
customer
data
into
useful
customer-­‐centric
informaCon
that
is
relevant
to
the
customer
in
real-­‐Cme
at
point
of
retail
experience.
(Source:
Automa9on
Technologies
for
the
Retail
Sector
(Technical
Insights).
Frost
and
Sullivan
2014)

7. Smart
Retail
–
Market
Entry
10/06/15
©
Finpro
7
• A
challenge
to
Finnish
companies
going
global
is
determining
the
most
effecCve
route
to
market
e.g.
direct
to
the
retailers
or
indirect
via
strategic
partners.
Managing
customers
and
strategic
partners
is
a
drain
on
operaConal
resources.
Investment
needs
to
be
made
to
ensure
the
management
is
efficient
and
effecCve
either
locally
or
remotely.
• Finnish
companies
are
renowned
for
technical
excellence
and
innovaCon.
PotenCal
customers
and
partners
are
typically
intrigued
by
Finnish
technology
offering
and
how
this
can
address
their
commercial
and
operaConal
challenges
e.g.
customer
saCsfacCon
at
point
of
retail
experience
in
store
and
remotely,
mobile
services
(OS,
user
experience
and
cyber
security),
ERP
and
logisCcs.
• The
UK
retail
market
is
huge,
but
this
creates
a
highly
compeCCve
business
environment.
Finnish
companies
will
need
strong
value
proposiCons
that
clearly
address
the
needs
of
the
retailers
and
provide
compelling
advantages
over
local
compeCCon.
• There
are
no
commercial,
regulatory/legal,
cultural
or
poliCcal
barriers
for
Finnish
companies
entering
the
UK
retail
marketplace.
Naturally,
English
is
the
common
language.
Establishing
a
legal
enCty
in
the
UK
is
straighforward
and
inexpensive.
• Typically
Smart
Retail
soluCons
are
digital
e.g.
SAAS.
This
eliminates
most
of
the
restricCons
of
internaConal
operaCons
because
the
soluCons
are
predominantly
cloud-­‐based
socware
and
can
be
managed
remotely
efficiently
and
effecCvely.

8. Thank
you!
Perry.ledain@finpro.fi