The Next Wave of Retailing, An AWS Perspective Tom Litchford 월드와이드 리테일 사업 개발 디렉터, AWS 현재의 유통업은 소비자의 항상 변하는 쇼핑 행동과 즉각적인 만족감에 대한 요구에 필요한 디지털 변환의 첨단에 서 있습니다. AWS에서 리테일을 담당하는 글로벌 사업 개발 담당자인 Tom Litchford와 함께 AWS와 유통 고객이 함께 차세대 매장을 설계하여 차별화 된 고객 경험과 운영 성과를 제공하는 것을 포함하여 어떻게 함께 클라우드 여행을 통해 협력해 왔는지를 공유합니다.

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The Next Wave of Retailing
An AWS Perspective
Tom Litchford
Head, WW Business Development
Retail and Wholesale Distribution
Amazon Web Services
tlitch@amazon.com

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AGENDA • AWS Retail Industry Perspective
• AWS Core Building Blocks for Digital Transformation
• Partnering with Amazon

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Connected Consumers are Everywhere
(connected shopping through home, car, office, store, mobile, pad, pc)
service service

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Retail Digital Transformation
Retail is in the midst of one of the most profound
transformations in its history driven by technology and the
convergence of People, Processes, Things, and Data.

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What Retailers are doing on AWS
Big Data for Retail Unified Commerce Digital Customer
Engagement

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REINVENTION
PROJECT FOUNDATION MIGRATION REINVENTION
Cloud Native
Innovation
Tech Debt
Retirement
DEV / TEST
* E-COMMERCE /
DIGITAL SYSTEMS
PREDICTIVE
INVENTORY
& ANALYTICS
DIGITAL
ASSISTANT
OPERATIONS
AUTOMATION
(IOT)
MICROSERVICES
& SERVERLESS
CAPABILITIES
CRM & SINGLE VIEW
OF THE CUSTOMER
DATA CENTER EXIT
Value
Time
Cloud Center of Excellence
Well Architected Strategy
Typical Customer Roadmap
• RETAIL SYSTEMS
MIGRATIONS
* RETAIL DATA LAKE

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Thousands of retail customers worldwide

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Retail Industry Trends
AWS Digital Transformation Building Blocks

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Functional Areas for Digital Transformation
Driven by Consumer Expectations Customer
Engagement
Operational
Efficiencies
Intelligent
Inventory
Management
Connected
Vehicle
Connected
Home
Environmental
Monitoring &
Control
Facilities
Management
Safety & Loss
Prevention
Supply ChainKey Building Blocks
• Frictionless experiences
• Voice everywhere (conversational
commerce)
• Video Analytics will bring us closer to
the consumer
• Physical & Digital will blur
• “Things” – sensors and actuators –
instrumentation will be pervasive
• Serverless Microservices will create
business agility
• Machine Learning will deliver
counterintuitive insights
• Retail Data Lakes are the foundation

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Just Walk Out Shopping
(Amazon Go store)
1-Click Checkout
(Amazon.com)
Frictionless Experiences

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ID by login cookie
(Amazon.com)
ID by license plate
(Pickup at Amazon Fresh store)
Frictionless Experiences

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/ ML based security
/ ML loss prevention & safety
/ ML planogram compliance
/ ML based employee task management
/ ML facilities monitoring & management
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AWS Computer Vision

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Intelligent Store: Amazon Rekognition
Intelligent image and video analysis.
Text in imagesPathingFacial analysis
Object, scene, and activity
detection
Facial recognition Unsafe content detection

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Intelligent Store: Amazon Kinesis Video Streams
Capture, process, and store video streams for analyticsand machine learning.

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NextGen Retail Store: Sensor Fusion
Predictive traffic counter
Video analytics
Aware digital signage
Just Walk Out
No Back Office
AI Merchandising
Wise Concierge
Beacons
RFID Inventory Mgmt
Smart Planogram
Aware Instore Signage
Intelligent Loss Prevention
Aware Music
Connected Store Controls
Retail IOT Managed Service
- Minimal installation
- Automatic scaling
- OTA updates
- Pay as you go
Greengrass

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AWS IOT Services
Connect devices, trigger events, analyzeperformance.

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AWS Boundless Store Reference Architecture

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Alexa
Voice Interaction Lex
Make-your-own-chatbot service
I’d like to buy a
bouquet of roses
Sure. How many
roses?
A dozen is good
Great. Red or
white roses?
Red
AWS Voice (Conversational Commerce)

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Voice in the workplace
“Alexa, start my meeting”
“Alexa, lower shades and
start projector”
Amazon Connect
Simple to use, cloud-based contact center

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Intelligent Assistant: Alexa and Amazon Lex
Conversationalinterfaces for your applications powered by the same deep learning technologies as Alexa
Enterprise Productivity Bots
• Call Center Bots
• Informational Bots
• Application Bots
• Internet of Things (IoT)

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© 2018 Amazon Web Services, Inc or its Affiliates. All rights reserved.
AR/VR/MR driven experiences

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Amazon Sumerian
• Employee Training / Health WB
• Virtual Concierge
• Training Simulations
• 3d Planogram / Franchise Compliance
• Design and Creative
• Retail and Sales
• Field Service Productivity

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Customers Who Bought…
(Amazon.com)
If You Like / You’ll Love
(Amazon Books store)
Machine Learning

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Intelligent Recommendations: Amazon Personalize
Real-time personalizationand recommendation, based on the same technologyused at Amazon.com.

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• Social proof
• Merchandising based on data
science, not intuition
• Real-time reviews
• Discovery experience
Inspired by Customers

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• Highly Rated 4.8 Stars and Above
• Page Turners: Books Kindle Readers Finish in 3 Days or Less
• Book Club Picks from Goodreads
• Most Wished for Books
• If You Like…
• Read Local Section
• Kids Section
• Amazon Mobile Checkout
• Amazon Device Test Drive

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Intelligent Operations: Amazon Forecast
Accurate time-series forecasting service, based on the same technologyused at Amazon.com

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Operational Effectiveness and Efficiency
AWS Leadership in Machine Learning & Robotics

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AWS Robotics

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Serverless Microservices
Easier to scale, faster to develop, accelerated time-to-market
Autonomous
Specialized
Agility
Technological Freedom
Flexible Scaling
Easy Deployment
Reusable Code
Resilience

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Foundations for Big Data in Retail
Ingest ConsumeStore Analyze
1 4
0 9
5
3
Right analytic tools
for every job
Support any kind of analysis – basic SQL queries of your data warehouse
today…to machine learning for predictive customer insights tomorrow
3
2
One home for all
data – no silos!
Analysts need a single place to access all available customer and operational
data to build insights and next-gen offerings
2
4
Connect to internal
and external apps
Connect to internal and external systems, 3rd parties, with both real time and
batch capabilities.
4
1
Flexibility to ingest any
type of data
Building a full data picture requires ingestion of everything: clickstream data,
point-of-sale, social/mobile, streaming data from in-store IoT sensors, …
1
Customer &
operational
DATA
Customer &
operational
INSIGHTS

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Enable Differentiated Retail Experiences

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AWS Customer Data Platform – Retailer Reference Example

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Enabling Smart Innovation for
Retail Transformation

35. 감사합니다!
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.