My personal selection of main issues and trends from Retail's Digital Summit 16

1. The Future of Retail 2017
Trends Shaping the Digital Experience
Andrea Puerari #shoporg16
A selec?on of main issues and trends from
Retail's Digital Summit

2. Retail is immersed in a new era of engaging, relevant and
vibrant commerce and the most astute players are
coming up with unique social strategies to influence the
shoppers.
Retailers need to choose the right channel based on their
customers.

3. Virtual and augmented reality promise to take the
immersive customer journey to a higher level of
experience

4. Mobile is the starAng
p o i n t f o r d i g i t a l
engagement and the
creaAon of a mobile-first
culture is key”
“If there was one pervasive theme that seemed to weave through the Digital
Summit, it was this:

5. Know the mobile KPI’S
“What is important to you?”
“Is it sales? Downloads? New customer acquisiAon? Or are you going for
profitability and cost savings?”

6. Know the customer
Toys “R” Us:
‘Where are the micro-moments that are going to have the biggest
impact?’”
“We can’t change every aspect of the journey, but if we focus our
aRenAon on the right spot, then we’ll know that we’ll have the
best returns. Making sure we’re constantly thinking about what
they’re doing and where they’re coming from would help us out.”

7. Know the right balance of
human and machine learning
Toys “R” Us has incorporated machine learning to help
personalize the search process for its mobile
“But then there are also aspects of the business that we
know best, where we will know more than a machine will.”

8. Know how to design and
test for the mobile user
Columbia Sportswear lifestyle brand prAna:
the mobile strategy includes leWng users influence design
through A/B tesAng.
“Not our CEO, not the markeAng team, not the designers,” Penn
said.
“We let the users dictate our design through A/B tesAng.”

9. Trends 2017

10. “Machine learning, ArAficial intelligence, broadly, has plenty of potenAal
but it’s machine learning that will advance personalizaAon and chat
commerce, and deep learning that will make chat/conversaAonal commerce
an increasingly pracAcal soluAon for many retailers”.
Banter.ai is an example of a simple
value-add for customers and retailers
alike.
ConversaAonal Commerce Pla[orm
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8

11. hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8
Banter is a Personal Shopper
Banter is an In Store
Assistant

12. Customer service Chat
commerce
“Customer service Chat commerce, especially via SMS (vs. retailer or
other apps), was just one topic related to service.
But customer service came through in other ways, too.
Retailers are using technology to empower store associates, which is
driving online sales and fulfillment”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8

13. Augmented reality
“AR seems to be approaching the Apping point toward mainstream applicaAon:
- emphasis on customer experience,
- Strata 3D allows retailers to “see” new stores and different merchandising
displays before doing buildout or making changes, which could save Ame and allow
experimentaAon.
- in home furnishings (the sector where AR could fastest become a customer
expectaAon), Houzz meets Lowe’s and Home Depot in providing AR visualizaAon
tools for decor consideraAons.
- Sephora has widespread use of its mobile makeup try-on tools, but users are then
heading to stores (yes, physical ones) to test the final lipsAck contenders in
person”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8

14. Digital support for physical retail
“Further evidence of retail’s demand for online-to-offline came from Facebook,
which already sells dynamic ads showing local inventory and acknowledged
there’s much more they can build into this product.
Similarly, Facebook’s current Offers tab noAfies users of promoAons saved in it
but tomorrow could include geo-targeAng.
Rich Relevance allows customers inside a retail store to open up that retailer’s
web site (not just mobile app) and automaAcally see locally available inventory —
and where in the store it’s located — as the first search results.
Depending on how you look at it, maybe that’s offline-to-online and not the other
way around”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8

15. Channel convergence
“In store and online shopping experiences are converging and a blended and
seamless “digital” shopping experience that combines the best of both worlds
is one of the leading reasons for the brick-and-mortar store’s digital
transformaAon.
Facebook’s cross-device ROAS (return on adverAsing spending *) report now
includes store visits and store purchases, and it’s person-based rather than
cookie-based”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8
* hRps://www.facebook.com/business/news/cross-device-measurement

16. 10 Pillars of the New Digital
Shopping Experience
PSFK, Future of Retail hRp://www.pso.com/report/future-of-retail-2016

17. CREATE CONFIDENCE
“Providing shoppers with the tools and advice to help them discover
new products and choose the best op?ons for their lifestyles and
needs.
Key trends to inspire confidence in shoppers:
• Product Immersion: create opportuni?es for customers to get
hands-on with products to decide which op?on is the best fit for
them.
• Guided Recommenda?ons: use one-to-one exper?se or automated
services to help people narrow down available choices, models and
styles”.

18. Virtual Remodels Help Home Owners Decide
@IKEA

19. Virtual Remodels Help Home Owners Decide
@IKEA

21. Employees Best Matching
Customer Body Type
Model Dresses On
Snapchat To Ensure Proper Fit
@RenRheRunway

22. ELIMINATE OBSTACLES
“Saving customers Ame and effort along the
purchase path through streamlined technology and
services”.

24. “Modiface, an augmented reality (AR) company serving the beauty
industry with custom try-on apps, has integrated its simulaAon
technology into a conversaAonal beauty advisor on Facebook
Messenger”.

25. Taco Bell
Slack-Bot Orders
Fo o d T h ro u g h
Instant Message

26. “Key trends to eliminate obstacles in the purchase path
• Anywhere Purchase Pla9orms: leverage emerging tools to
allow shoppers to quickly discover and buy products anywhere
they encounter them.
• Shop Ahead: provide digital services that allow customers to
plan out and opAmize every store visit before they go.
• One-Click TransacBons: streamline the checkout process with
services that automaAcally recognize shoppers and their
preferred payment method”.

27. DEMOCRATIZE ACCESS
“Opening the door for consumers to take advantage of services and
experiences that were previously too exclusive or expensive.
Key trends to drive shopper access:
• Customer Concierges: enable one-to-one relaAonships between
customers and members of staff to deliver more personalized
service and experiences.
• AspiraAonal Experiences: experiment with immersive 360- degree
and real-Ame video technologies to open new possibiliAes for how
audiences experience a brand and its products.”

29. Connect with an associate 24/7

30. RECOGNIZE & PERSONALIZE
“PuWng systems in place for remembering and acAng on the purchase
history and preferences of customers, and tailoring those experiences over
Ame.
Key trends to build a personalized shopping experience:
360-Degree Service: provide members of staff with tools that enable them
to build and act on the preferences of shoppers to deliver more
personalized service and experiences.
PredicBve Assistance: develop sophisAcated pla[orms that leverage
known preferences and behaviors alongside key contexts to deliver
relevant informaAon and services that anAcipate shopper needs”.

33. Macy’s x IBM Watson
AI Assistant Offers Loca?on-Specific Guidance And Advice
@Macys
@IBMWatson
The department
store has enlisted
a n e w A I -
p o w e r e d
assistant.

34. PROMOTE TRANSPARENCY
Key trends to give shoppers transparency
Reciprocal RelaBonships: develop opt-in experiences that give consumers
insight and control over their personal informaAon, and deliver greater
value around its use.
Storied Products: give customers a behind the scenes look at the sourcing
of products and their impacts.”.
“Being upfront with consumers about the policies and processes that
underlie the products and services that they’re buying into.

36. Sage Project
“A new online pla[orm that reimagines
food data .
Sage deconstructs more than 20,000
fresh and packaged foods (mostly
organic brands from Whole Foods, for
now) into interacAve, personalized
blurbs of informaAon that make
the basics of food labels—calories, top
nutrients, ingredients, and allergens—
easier to digest”.

37. PERFECT PARTNERSHIPS
Key trends to build brand partnerships:
Cross-Channel Rewards: build an ecosystem of partners and perks that
reward engagement in broader variety of ways.
AddiBve Experiences: enhance the experience of shopping and/or
ownership by connecAng with partners to deliver premium services,
content and perks.”.
“CreaAng addiAonal value for customers by collaboraAng with like-minded
companies to deliver expanded offerings.

40. OPTIMIZE OWNERSHIP
Key trends to opAmize ownership:
CulBvated ExperBse: create educaAonal iniAaAves that
teach consumers new skills, while extending the usefulness
of product offerings.
Always-On Support: leverage a mix of text, video and AI services to
provide real-Ame access a network of experts to troubleshoot problems
and provide advice”.
“Building a responsive support network that provides expert service and
educates consumers arer a purchase is made.

41. @oBo?cario
Live Streamed Professional
Make Up Classes For All

42. CULTIVATE COMMUNITY
Key trends driving community engagement:
Cultural Hubs: set aside space within stores to push complementary
services and experiences that go beyond core product offerings, creaAng
marketplaces for relaAonships, not just products.
CollaboraBve Marketplaces: experiment with new ways to make products
a catalyst for shared connecAons – whether through knowledge,
experiences or ownership”.
“CreaAng opportuniAes for consumers and fans to come together around
the halo of abrand to build value on top of exisAng products and services.

44. ENCOURAGE ADVOCACY
Key trends to encourage community-led advocacy:
Shopper-Led Exchange: create opportuniAes for shoppers to share their
advice and experiences with a community of other shoppers.
Crowd Buy-In: uAlize the power of community-based pla[orms to launch
new ideas and solicit feedback from an engaged audience of fans.”.
“Tapping consumers for their knowledge and feedback to create
opportuniAes for them to advocate on your behalf.

45. CoverFX Social Media Fans Become Makeup Models
@CoverFX

46. DELIVER DELIGHT
Key trend to deliver delight:
Insider Exclusives: offer one-of-a-kind
rewards and experiences to a top-Aer group of customers and
influencers to generate excitement and grow broader appeal”.
“Providing unexpected perks and promoAons that reenergize
exisAng relaAonships and build on the broader brand promise.

47. Taco BellRewards for Social Behavior Embodying Brand
Lifestyle @TacoBell

49. 5 Places To Invest

50. Automate An Intelligent Front Line
Empower A Connected Salesforce
Build A Comprehensive Customer View
Drive Commerce With Compelling Content
Equip The Modern Shopper To Act

51. “boundaryless retail”

52. Drop the ‘e’ and capitalize the ‘c’ — it’s all
about Commerce
“We’ve entered the age of boundaryless retail – a
world devoid of ar?ficial barriers, driven by innova?on
and collabora?on, where we leverage the power of
technology to create a seamless experience for
consumers.”
HSNi CEO Mindy Grossman describes her vision as boundaryless retail.

53. Drop the ‘e’ and capitalize the ‘c’ — it’s all
about Commerce
“Successful retailers will focus less on akrac?ng
customers to their own points of sale, and more on
mee?ng them wherever, whenever and however they
want to engage”.
hkps://youtu.be/M_weWs29eYY
HSNi CEO Mindy Grossman describes her vision as boundaryless retail.

54. Main Source:
hkp://retailsdigitalsummit.nrf.com/recap#ar?cles

55. Thank You,
Andrea Puerari
www.andreapuerari.com