DIGITALDISRUPTION
INRETAILDesigningretailinthedigitalera

THESALESFUNNELISDEAD
Digitalisarevolutioninbuyingbehavior,notinmedia

THEBIGGESTDIGITALDISRUPTIONINRETAIL
is note-commerceassuch,butwindowshoppingandsame-daydelivery

AMAZONISALREADYINPETFOOD,
ZALANDOWILLCONSIDERIT
Amazonoutperformseveryoneonprice,digitalfootprintandcustomerservice
(ReadthisMcKinseyRadarfortheE-commercemarket)

DISRUPTIVEBUSINESSMODELS
Themakermovementistoproductionwhat
bloggingwastothepublishingindustry

CURATIONOFUNIQUEPRODUCTS
Curationisthenewflashsale

DISRUPTIONINTHESERVICEINDUSTRY
byunlockingtheincrediblepotentialofconnectedpeople

RETAILERS DISRUPTMEDIA HiredtopeditorialteamfromHarper’sBazaar 1million+Facebookfans 328.000followersonInstagram
1,78milliondownloadsfortheapps ! Contentbuildstheaudience Verydiversecontactstrategy Incrediblepersuasivedesign

DIGITALRETAILISALLABOUTCONVERSION
Everydigitalplayerisobsessedwith convertingreachintocontactandcontactintosales

WHATTHISMEANSFOR
ADVERTISING,BRANDING
ANDCAMPAIGNING

IT’SNOTTHEWEBSITE,IT’STHEOBJECT
90%ofallshoppingishappeningoutsidethewebsite.

(Reed’s law)
STUMBLINGISTHENEWSEARCHING
sophotographyanddesignismoreimportantthanever

(Reed’s law)
STUMBLINGISTHENEWSEARCHING
sophotographyanddesignismoreimportantthanever

SUPERMARKETMODEL
VSRETAILMODEL
Mostwebshopsfailtostepoutside
thesupermarketparadigm

BUILDCONVERSATIONINTOTHEPRODUCT
Designforexcitementandforsharing

BEHAVIORISTHENEWBRANDING
andfiltersarethenewbrandbuilding

(Reed’s law)
WHATIFTHEDEALISTHENEWNORM?
Designforuncomparability

TACTICSISTHENEWCREATIVE

GETMANIACALABOUTPERSUASIONDESIGN
Peoplecanonlyunderstandrelativevalue,notabsolute.
Anchoringispropablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)

DESIGNISSTRATEGY
Everyletter,everye-mail,everywebsiteistheonlyinterfacethroughwhich
customerstouchuponthestrategy.Strategiststendtoundervaluethis.

DISRUPTINGTHEINTERNETOFWITHTHINGS
VS
Link

BUSINESSMODELS
FORTHENETWORKEDWORLD
www.Paybacksweater.com BaconSprinkelsonKickstarter

“THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL,
NOTTECHNOLOGICAL”
RorySutherland,TedxAmsterdam

THREEAREAS
YOUNEEDTO
MASTERTODAY

1.BEHAVIORALDESIGN
Behavioraleconomics,persuasiondesign,…

http://codingconduct.cc/Don-t-Play-Games-With-Me http://www.slideshare.net/dings/pawned-gamification-and-its-discontents http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch) When
a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero. 2.GAMEDESIGN Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning interestingchoices(SebastianDeterding)

Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel “What differentiates digital
thinking CMOs from their analog colleagues is aggressive experimentation” sue.am/18VGURy 3.LEANSTART-UP

Howdoyoudo?
tom@sueamsterdam.com
0655360771