The document discusses the concept of "New Retail" as defined by Alibaba Chairman Jack Ma. New Retail integrates online, offline, logistics, and data across a single value chain. It highlights examples from Alibaba's Singles Day event that generated $25 billion in sales in 24 hours, demonstrating New Retail in action. The core principles of New Retail are identified as entertainmentization, omni-channelization, platformization, and digitalization. Case studies of Starbucks, Adidas, and JD.com in China are presented, showing how they have succeeded by embracing these New Retail principles while maintaining a strong customer-centric approach and focus on the basics.
Pissing people off is safer than playing it safeIris
Presented at OnBrand18 in Amsterdam. Brands can't buy their way into culture. They need to get people involved. From understanding the cost of apathy, to secrets on how to get the Dutch to pay more... you'll find a sample of several key insights from the hot-off-the-press Participation Brand Index in this presentation!
Also included are 10 key global and Netherlands finding - get in touch if you're interested to learn more.
Global Study: Shopping with Generation Y and ZIris
Generations Y and Z. We've all seen the headlines. They are narcissistic, impatient and fickle. But the truth is they're the most exciting generation for brands and retailers since the baby boomers. Our latest global study uncovers the myths and misconceptions attributed to Gens Y & Z, and the implications for brands and retailers today.
5 KEY RETAIL TRENDS TO WATCH IN 2018 : Retail Tech Trends report (Digital Retail & Marketing) by Colombus Consulting Shift.
Located in France and Switzerland, Colombus Consulting Shift proposes a unique offering, specialized in innovation, marketing and data, in order to support its clients in their transformation projects, from strategy to execution.
Tom Goodwin är EVP Head of innovation på Zenith Media. Han har fått utmärkelsen #1 Voice in marketing by LinkedIN 2017. Tom berättade om de nya reglerna för företag inom den post-digitala eran samt heta retail-trender såsom teknik och personalisering.
25 Digital Transformation Case Studies In RetailHappy Marketer
Digital is transforming the retail experience online & offline; here are 25 global case studies to highlight 10 trends that are creating techtonic shifts in a 24 Trillion Dollar industry!
Pissing people off is safer than playing it safeIris
Presented at OnBrand18 in Amsterdam. Brands can't buy their way into culture. They need to get people involved. From understanding the cost of apathy, to secrets on how to get the Dutch to pay more... you'll find a sample of several key insights from the hot-off-the-press Participation Brand Index in this presentation!
Also included are 10 key global and Netherlands finding - get in touch if you're interested to learn more.
Global Study: Shopping with Generation Y and ZIris
Generations Y and Z. We've all seen the headlines. They are narcissistic, impatient and fickle. But the truth is they're the most exciting generation for brands and retailers since the baby boomers. Our latest global study uncovers the myths and misconceptions attributed to Gens Y & Z, and the implications for brands and retailers today.
5 KEY RETAIL TRENDS TO WATCH IN 2018 : Retail Tech Trends report (Digital Retail & Marketing) by Colombus Consulting Shift.
Located in France and Switzerland, Colombus Consulting Shift proposes a unique offering, specialized in innovation, marketing and data, in order to support its clients in their transformation projects, from strategy to execution.
Tom Goodwin är EVP Head of innovation på Zenith Media. Han har fått utmärkelsen #1 Voice in marketing by LinkedIN 2017. Tom berättade om de nya reglerna för företag inom den post-digitala eran samt heta retail-trender såsom teknik och personalisering.
25 Digital Transformation Case Studies In RetailHappy Marketer
Digital is transforming the retail experience online & offline; here are 25 global case studies to highlight 10 trends that are creating techtonic shifts in a 24 Trillion Dollar industry!
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
Omnichannel Commerce & The Customer Experience - Featuring Don PeppersMargot Heiligman
In this presentation content, Don is taking the topic of omnichannel commerce and customer experience right to the core of their essence. What should businesses and management pay attention to in order to successfully transform their business digitally? And what is a good customer experience really about? Access the content now.
Visit "The Future of Customer Engagement and Commerce" by SAP Hybris to get more valuable content around commerce, marketing, and customer engagement here: http://www.the-future-of-commerce.com/
For the course Retail 2030 of Rotterdam University of Applied Sciences and Willem de Kooning Academy I presented a updated version of the research of Shopping 2020 expert group Future Touchpoints.
At first glance, Asia-Pacific retailers appear to be in good shape. Business is booming and waves of Asian millennials are entering the workforce, consuming at a rate previously unseen among older, more conservative- minded shoppers.
But take a closer look, and there is cause for concern. Profits are plummeting!
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
In-Store Digital Retail Study: Exploring the Reality of the Digitally-Enabled...Hilding Anderson
The full in-depth research study on Omnichannel Retailing and the changing nature of the retail experience. Proprietary research in the U.S. and Canada.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
NRF 2019: 5 Secrets to Omnichannel and Retail SuccessApplause
Top brands compete almost solely on the strength of their customer experience. For every brand, that experience means something different.
Discover how leading retail companies like eBay, John Lewis, and Walmart ensure the experiences they provide are flawless across every customer touchpoint, device, and location to grow sales and customer loyalty.
Piers Fawkes and Scott Lachut of PSFK give an overview of their Future of Retail 2017 report as they share the emerging trends that are shaping the new digital shopper experience in a post-omnichannel retail environment. Explore the social, technological and physical forces influencing consumer behavior and driving next gen shopping experiences. And find inspiration from fresh strategies that will allow e-commerce platforms and brands to exist in a new retail paradigm. Presentation from Retail's Digital Summit 2016.
Retail Media Insights - Digital Retail Media Measurement & Metricsretailmediainsights
In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.
Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness
About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.
We explore 5 key areas where digital is adding value in retail, specifically in the physical store. (1) Consumer Engagement, (2) Payment, Security & Authentication, (3) Proximity Marketing, (4) Virtual Reality, (5) Augmented Reality. Market examples demonstrate how these trends play out in the market environment. This slide deck serves to provide insight into how to keep consumers visiting and engaged in brick-and-mortar spaces, by delivering their desire for digital. Persuading the consumer to keep the physical store alive is a challenge, and retailers need to adopt technology to maintain relevance, and at the forefront of disruption.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
Omnichannel Commerce & The Customer Experience - Featuring Don PeppersMargot Heiligman
In this presentation content, Don is taking the topic of omnichannel commerce and customer experience right to the core of their essence. What should businesses and management pay attention to in order to successfully transform their business digitally? And what is a good customer experience really about? Access the content now.
Visit "The Future of Customer Engagement and Commerce" by SAP Hybris to get more valuable content around commerce, marketing, and customer engagement here: http://www.the-future-of-commerce.com/
For the course Retail 2030 of Rotterdam University of Applied Sciences and Willem de Kooning Academy I presented a updated version of the research of Shopping 2020 expert group Future Touchpoints.
At first glance, Asia-Pacific retailers appear to be in good shape. Business is booming and waves of Asian millennials are entering the workforce, consuming at a rate previously unseen among older, more conservative- minded shoppers.
But take a closer look, and there is cause for concern. Profits are plummeting!
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
In-Store Digital Retail Study: Exploring the Reality of the Digitally-Enabled...Hilding Anderson
The full in-depth research study on Omnichannel Retailing and the changing nature of the retail experience. Proprietary research in the U.S. and Canada.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
NRF 2019: 5 Secrets to Omnichannel and Retail SuccessApplause
Top brands compete almost solely on the strength of their customer experience. For every brand, that experience means something different.
Discover how leading retail companies like eBay, John Lewis, and Walmart ensure the experiences they provide are flawless across every customer touchpoint, device, and location to grow sales and customer loyalty.
Piers Fawkes and Scott Lachut of PSFK give an overview of their Future of Retail 2017 report as they share the emerging trends that are shaping the new digital shopper experience in a post-omnichannel retail environment. Explore the social, technological and physical forces influencing consumer behavior and driving next gen shopping experiences. And find inspiration from fresh strategies that will allow e-commerce platforms and brands to exist in a new retail paradigm. Presentation from Retail's Digital Summit 2016.
Retail Media Insights - Digital Retail Media Measurement & Metricsretailmediainsights
In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.
Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness
About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.
We explore 5 key areas where digital is adding value in retail, specifically in the physical store. (1) Consumer Engagement, (2) Payment, Security & Authentication, (3) Proximity Marketing, (4) Virtual Reality, (5) Augmented Reality. Market examples demonstrate how these trends play out in the market environment. This slide deck serves to provide insight into how to keep consumers visiting and engaged in brick-and-mortar spaces, by delivering their desire for digital. Persuading the consumer to keep the physical store alive is a challenge, and retailers need to adopt technology to maintain relevance, and at the forefront of disruption.
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
Many experts and industry pundits are predicting the demise of retail in the face of digitalization. But the notion of ‘Pure Play’ has failed. Digital only and brick and mortar only retailers are on the decline, many purely e-retailers going out of business altogether. The largest retailer in the world, Amazon, is investing in traditional brick and mortar outlets. The fact is, stores are the ‘new black’.
One of the biggest opportunities for traditional retailers of all types is creating a unique and sought after customer experience. Customer experience can be applied to better, quicker and more efficient processes or to immersive, truly experiential events enabled by exciting newly emerging or maturing technologies.
Si te ha tocado ir a alguna junta y escuchaste la palabra "OMNICHANNEL" estás en el lugar correcto. Este documento te explicará en qué consiste este término.
SapientNitro Insights 2013 - Annual Trend ReportHilding Anderson
This is SapientNitro's annual trend report from 2013. It includes our perspective on the evolution of marketing in the always-on world.
Originally released only to clients, it is now available to the public.
It identifies five major trends which shape 2013:
- Real-time Control: Consumer Behavior is demanding more control over their devices
- Predicting Desire: Building the Infrastructure to Anticipate Consumer Needs in Real Time (analytics + data)
- Continuous Experiences: How Companies Are Blurring the Online and Offline World (the role of Experience)
- Globalization: The Global Marketer and the Rise of the Global Consumer
- International Perspectives (11 questions to 9 different markets).
Content is written by leaders across SapientNitro's 10,000 employees and 30+ global offices and edited by Lauren Cohen and Hilding Anderson.
Putting the Experience in Digital Customer ExperienceCognizant
As the digital revolution has gained momentum, it has become widely understood that the “digital customer experience” is the key to engage with, delight and monetize customers in the modern world. However, only a miniscule number of companies believe their customers’ current digital experience qualifies as “excellent,” our primary research reveals.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Digital Survivors—Death of the Retail CultureAccenture
The landscape of retail players and consumers has been drastically reshaped and the end-to-end consumer value chain is expected to transform beyond recognition in just two to five years. With online commerce growing at four times the rate of the overall industry, many traditional retail giants have made significant investments—upwards of $70 billion USD—in digital channels.So, why do their market caps continue to decline?
Technology will transform retail resulting in the growth of brick and mortar retail. Check Retail Technologies trends that will help retailers survive.
Technological advancements have elevated consumers’ expectations for the in-store shopping experience. The future of retail is about choice, consistency and customization. Consumers’ want the ability to choose how, when and where they shop, and retailers need to be prepared to meet those preferences. Outdoor retailers can leverage the support of in-store technologies to not only meet customers’ expectations, but create inventory transparency, reduce inventory overhead costs, provide a wider selection of products, and most importantly, gather customer data to better adapt to their shopping behaviors. Analysts agree that retailers who adopt trending technologies for business development are the most likely to grow their revenue and market share.
Factors to consider when designing your in-store technology platform:
•Look at how consumers are using mobile devices in-store to determine which technology will be most effective (focus on simplifying and assisting in their shopping experience).
•Start small with one product (i.e. mobile app or an iPad display) and then add on elements to reduce risk.
•Be flexible, watch and analyze – in-store technologies have website-like analytics to track user behavior (traffic, visits, click-throughs) and understand whether it’s effective.
•Create a unified supply chain strategy where orders can be placed and fulfilled through any channel before launching a mobile POS platform.
•Focus on providing a consistent and seamless experience by aligning Online and in-store efforts.
The following is a sample of how retailers have used advanced technologies to provide enhancements to the in-store shopping experience.
At SXSE, we attempt to join the dots between the ideas, inspiration and insanity of the SXSW Interactive festival to create a playbook for the year ahead.
In 2017, we believe that in order to succeed, we’re going to have to find ways to bring together multiple tracks in technology and innovation before trying to envisage what comes next when they start interacting with each other and multiplying their effects, rather than focusing on progress in isolation.
In short: to Multiply & Conquer!
This deck was part of our presentation "How to Pull Your Own Trump" delivered by Adam Abrahami, Managing Director, iris Concise at Social Media Week New York 2017.
Whether you feel icky about it, don’t know about it, or are scared by it, the approach Trump’s team took will change the nature of political campaigning from here forward.
From the perspective of a data driven marketer and customer strategy consultant, the campaign employed a range and scale of new tactics that are more common to credit card marketing than to political campaigning – On the day of the third presidential debate, the team tested 170,000 different messages. They used machine learning to hone his messages over time. They took a post-demographic approach to targeting that is more often spoken about, than actually done.
Like him or hate him, you want to understand this for your own digital marketing strategies moving forward.
How to Get the Market to Do Your Marketing for YouIris
This deck was part of our presentation "How to Get the Market to Do Your Marketing for You" delivered by Mike Giannone, iris New York's CSO, at Social Media Week New York 2017.
89% of advertising is not noticed or remembered at all. So how can brands cut through the noise, get noticed and have the market make the noise for them?
The most potent and efficient brands in the world today are being built with people, not for them. We call them Participation Brands.
In this workshop we’ll explore the Participation Brand Index, a recent study of 140 global brands conducted by iris Worldwide, which uses the data from 14,000 global consumers across multiple sectors to understand the relationship between Participation Brand building and business performance.
The brands who top the study are those seen to have not just a positioning, but a passionate purpose at their heart. They are the ones felt not to just respond to culture but actively shape it. They are the brands creating content, conversations and experiences that people want to get involved in. They are the Participation Brands, and they are reaping the rewards.
This deck was part of our presentation "Putting Digital Back in the Boardroom" delivered by Adam Abrahami, Managing Director, iris Concise at Social Media Week New York 2017.
You know the story too well. You have a great idea. You sell it in and secure the budgets. Your team deliver the best campaign you’ve ever seen. Your boss asks you how it performed. You ask your team how it performed. Three weeks later you receive a report. It talks about site visits, it talks about bounce rate, it talks about likes, shares, comments. You excitedly take it to your boss.
She looks at you with a bemused look on her face…
“What does this all mean?”
You tell her that it’s beating industry benchmarks. It’s going viral. It’s trending!
“What is it doing for the business though?”
In this era of marketing transparency everyone expects to receive tangible sales information as part of your post-campaign reports. It’s not always available. How do you package up your performance metrics in a way that has resonance at a board level? How do you get your show-stopping, award-winning, best-in-class campaign the kudos it deserves? How do you make small scale activities interesting to executives?
iris Worldwide approach these situations with the help of their in-house management consultancy iris Concise. Together, this deck will be taking you through the frameworks, approaches, and strategies used to develop campaign KPIs, measurement metrics, and reports that executives not only pay attention to, but talk about.
If you’re looking to have your work get more interest internally, or find ways to present your campaign performance in a way that makes your clients look better than ever before, this workshop is for you.
An insightful morning debate exploring how consumers experience choice in the face of fragmentation and automation, and how retailers can ensure their innovation agenda measures up.
South by South West in Austin TX is the biggest festival of innovation, technology and entrepreneurial creativity in the world.
We sift through the buzz, hype and hyperbole in Austin to identify the things that will really matter to marketeers and consumers in the coming months.
Theodore Ullrich and Pepin Gelardi of Tomorrow Lab talk with irsis about the intersection between agencies and industrial design and how to create products that have a major impact on brands and culture while also retaining a sustainable life of their own.
About Tomorrow Lab
Tomorrow Lab is a product design and engineering consultancy with a unique focus on prototyping new hardware technology, and turning those prototypes into market-ready products.
http://tomorrow-lab.com/
1. TheFutureofRetail
MadeinChina?
1
Welcome to Jack Ma’s ‘New Retail’.
We’ve set out to understand the four
fundamental principles of this retail paradigm
shift and what it means for brands everywhere.
Read on!
2. “New Retail - the integration
of online, offline, logistics and
data across a single value chain”
2
-Jack Ma, Chairman, Alibaba Group
Those at the forefront of the future of retail are defining it this way:
3. 3
Alibaba’s Singles Day, the world’s largest retail event,
was a tangible showcase of “New Retail” at work…
Photo credit: TBD
4. SinglesDay2017bythenumbers
4
• Grossed $25bn in 24 hours
• Hit $6bn in the first three minutes to put that in context, that’s roughly equal to the total annual sales for Amazon UK in 2016, at 6 billion GBP
• Alibaba Cloud handled the infrastructure and managed 325,000 orders at peak
• Alipay processed 1.5 billion payment transactions, up 41 percent
• Over 140,000 brands - incl. 60,000 international - took part on Tmall where they offered 15 mn product
listings
• 167 merchants generated over 100 million RMB ($15.1 million) in sales each
• 17 merchants surpassed 500 million RMB ($75.4 million) each
• Six merchants surpassed 1 billion RMB ($150.9 million) each
5. NewRetail.
Let’sunpackwhatitmeans.
5
Through the rest of this presentation, we’ll take a look at China’s complex retail
landscape, the principles driving it, and best practices from brands thriving in it.
Then, we’ll take a look at how to apply it any retail context. All this in an effort to
arm you with key insights and tools to help you navigate and better utilize current
digital & ecommerce solutions, while future-proofing your approach to retail.
Get ready, because New Retail is here and it’s made in China.
6. 6
Contents
1. What is New Retail?
2. The Four Principles of New Retail
3. Best Practices: Starbucks, Adidas, JD.com
4. Conclusions
8. “A new unichannel “O2O” experience
where the notion of e-commerce versus
brick-and-mortar seems quaint,
if not wholly irrelevant.”
8
- Fortune Magazine
Photocredit:StephanLawlessseeninhisrecentbook‘BlackFriday’
9. 9
New Retail, more than anything,
recognizes that humans are the common
overlap between online and offline and
places them at the center of everything,
with near seamless
purchasing power.
New Retail brings customer-centricity
to a completely new level.
Offline People Online
10. 10
The online world has fundamentally
altered our expectations as consumers.
All aspects of online discovery, from AI suggestions
based on past preferences and purchase history,
to keyword or visual searches that let us find things
instantly, offer personalization, convenience,
recognition, and efficiency.
We navigate the world with a digital lens now, and
thus our expectations of offline reality are the same.
New Retail puts customers new
expectations at the center
by applying online
expectations to
the offline world.
12. This is pervasive in China,
but examples of this are popping up
elsewhere, such as the Amazon Go concept
launched in the US.
Photocredit:TBD
13. What’schangingishow
we’llexperienceit.
13
Even in China, eCommerce was just 16.6% of total retail sales
in 2017*.
The real threat is the increasing likelihood that e-commerce
giants will turn their attention to doing bricks and mortar
better than traditional players can.
Traditional offline retail isn’t dead.
*Source: China E-Commerce Research Center
16. 16
The Four
Principles
of New Retail
With the rise of mobile, we’ve transferred
our online expectations to the offline
world. Here are the four secrets to
success in that context.
Entertainmentization
1
Digitalization
4
Omni-channelization
2
Platformization
3
17. 17
1. Entertainmentization
A.k.a Experience-driven Retail
Experiential activities as part of a marketing mix have
become ubiquitous, but the New Retail experience
means mixing immersive environments with culture,
courtesy of Key Opinion Leaders (KOLs)
– or influencers as they are known elsewhere.
For example, digital walls that amplify your
experience and interact with you the way you
would online, providing information about the
designer, product quality and who’s wearing
the piece you’ve just picked up.
source:Beanpole
Next page: The Beanpole Store in Seoul offering immersive digital
screens that put the buyer at the center with 3-second delay so
you can really see how those pants look from all angles!
19. 19
KFC China allows
customers to pay
with smiles.
64% of consumers think customer
experience is more important than
price.*
- PSFK 2017
1. Entertainmentization
source:https://www.cnet.com/news/smile-to-pay-kfc-facial-recognition-payments-alipay-ant/
20. 20
2.Omnichannelization
A.k.a Seamless path to purchase
Don’t look for scale, look for new ‘touch points’ and
integrate intelligent transactions and on-demand
buying into immersive retail experiences.
This isn’t simply consistency across channels - think
immersive experience overlaid with barrier-less
buying. Convenience is key.
Retailers are taking a new approach to convenience:
they’re leveraging always-on assistance, intelligent
transactions and on-demand delivery to inject even
more seamlessness into the purchase path.
Higher level surface offerings are the new secret
differentiation.
“Magic mirrors” at L’Oréal’s pop-up store during Singles Day
letting shoppers try on things like sunglasses, cosmetics and
apparel virtually. If they like a product, shoppers can make a
purchase through Alipay by scanning the QR code.
source:Digiday
21. 21
Singles Day featured “Cloud Shelves”, digital screens supported by
RFID that automatically track and identify tags attached to objects.
When a shopper places an item in front of the screen, it automatically
displays availability, customer reviews and more on Tmall. The
shopper can then scan the QR code to buy it on Tmall.
Seamless ability
to purchase
layered
on top of
immersive
entertainment
Service is the secret to
differentiation: inject seamlessness
into the path to purchase by
removing barriers.
Don’t look for scale, look for new
‘touch points’ and integrate
intelligent transactions and on-
demand buying to immersive retail
experiences.
source:Digiday
2. Omni-channelization
22. “59% of smartphone users feel
more favorable toward companies
whose mobile sites or apps allow
them to make purchases quickly.”
22
- Google 2016
Alibaba-backed grocery store chain HEMA offers a curated selection of 3,000 products from 100 countries.
Consumers can order through an app for 30 minute delivery, or shop in-store, where digital price tags are
updated in real time, shoppers can scan bar codes, pay via the HEMA app and have purchases delivered for free.
Stores offer a dedicated “food booth” experience where shoppers can have their groceries cooked for them.
2. Omnichannelization
23. 23
3.Platformization
A.k.a Data-driven, disruptive tech
Platformization is the great synthesizer – unifying
online and offline data regarding customers, products
and services.
Data-driven, disruptive, intelligent tech: think, true
synthesis of online and offline data as it relates to the
consumer.
Users on Line, WeChat and Weibo can converse with Microsoft’s
Xiaoice either by text or speech. The chatbot, used by 40mm people
across China and Japan, is able to engage in conversation, identify
photos and suggest new products to purchase.
24. “1 in 3 smartphone users has purchased
from a company or brand other than the
one they intended because of information
provided in the moment they needed it”
24
- Google 2016
With each interaction, sophisticated CRM systems provide a nuanced understanding of individual shoppers, and
a more personalized brand experience.
3. Platformization
Photocredit:TheNorthFace
25. 25
Platformization at work: The North Face x Watson platform, xps, uses Artificial Intelligence to allow for natural
language search and thus easier navigation through myriad product options.
Photocredit:ttps://www.thenorthface.com/xps
26. 26
4.Digitalization
A.k.a Total digital business transformation
Digitalization is a transformation of business through
new models and digitized operations.
A complete digitization of supply chain to creates
efficiencies within supply chains that are not reliant
on human capital.
Digitizing operations provides new revenue and
value-producing opportunities at a faster pace.
Next page: Wheelys mobile concept
28. “73% of consumers prefer to do business
with brands that use personal information
to make their shopping experiences more
relevant.”
28
- Google 2016
At Alibaba’s Tao café staffing, location, inventory management and delivery all improve drastically with a digital
operating model.
4. Digitalization
Photocredit:Contagious
30. 30
The most successful cases
are embracing new retail
principles in full force
• Experience-drivenretail
• Seamlesspathtopurchase
• Data-driven,disruptivetech
• Holisticdigitalsupplychain
31. 31
But behind their
success lies a long-
time commitment to
customer centricity
and mastery of the
brilliant basics
What’s clear across all of the success stories is
that they don’t just embrace
the Four New Retail principles with a strong
consciousness of customer
needs, they’ve shown a reverence for building a
solid foundation.
32. 32
Starbucks China
Global brand, local
product
Starbuckswillopenonestoreadaythrough
2020whileotherbrandsareexitingthemarket.
How?
• Successbuiltonthebasicsof
SeamlessLocalization
• EmbracingtheNewRetailprincipleof
“Omni-channelization”(SeamlessPathto
Purchase)
38. 38
An adidas Originals “This is Me” pop-up store that travelled to 9 cities in china over 5-weeks, complete with
social sharing opportunities and interactive in-store tech. The campaign incorporated influencers, KOL, owned
social, Tmall, and DTC channels (an app, in this case) on top of integrated payment options like Wechat and
Alipay, and drove a 78% lift in shoe sales.
Photocredit:http://neocha.com/creative-agency/adidas-originals-mobile-pop-up-store/
39. Now that individual performance sport has taken hold and attracted mass government investment,
adidas is well placed to capitalize on their already established cred.
40. 40
JD.com
Chinese eTail giant
who really gets 020
WhoareJD.comorJingdong?
With25%ofChina’sB2CeCommercesales
and258mmmonthlyactiveusers,timetoget
familiarwiththem…
• Successbuiltonthebasic
Fearlessness,failingfast&alwaysinbeta
• EmbracingtheNewRetailprinciplesof
“Platformization”&“Digitalization”
45. In summary…
Brilliant Basics 1.Entertainmentization 2.Omnichannelization 3.Platformization 4.Digitalization
Embrace the New Retail
Principles from a solid
foundation:
• Localization drives
ability to command a
premium
• Use cultural rituals to
drive occasions
strategy
• Partners help you see
what you don’t know
• Take a portfolio
approach to build
local relevance by city
• Fail fast and often!
Experience-driven retail with a
twist: demonstrate what your
brand can add:
• Play in culture, fashion,
trends, music and have fun
• Think about how you can
shape culture vs brand first,
and bring something fresh
and new
• Move with the market, don’t
try to lean on something un-
known
• Rethink service; how can
you anticipate not just
product wants, but
experience?
Inject seamlessness into the
path to purchase by removing
barriers:
• Don’t look for scale, look
for new ‘touch points’ and
“fish where the fish are”
• Integrate intelligent
transactions and on-
demand buying to
immersive retail
experiences.
• Don’t be afraid to
experiment in channels
you don’t “own” and aren’t
“in”
Data-driven, disruptive,
intelligent tech: think, true
synthesis of online and
offline data as it relates to
the consumer:
• Make your data work
harder: If you have 80%
of your customers’
story, someone else
has 20%!
A total transformation
of your business and
supply chain through
new, self-service
models
and digital systems:
• Partner to get there
faster
• Borrow and test
existing
infrastructure to see
if it works for you