Рэчел Ви

1. Viv•id – adjective
producing powerful feelings and
strong, clear images in the mind
London . Hong Kong . Melbourne

2. Rachel Wilkinson
Digital Director
Lover of all things techno-geekery
Shopper Obsessive
2

3. The way we shop is changing rapidly…
Vivid Digital interprets
Brand Insights, Shopper behaviour and technology
into effective Digital communication
Online and offline
3

4. The Brits love Digital Shopping
British Online shoppers spent £68billion in 2011, 16% more
than the year before.From London in the UK
(IMRG Capgemini, Jan 2012)
Add British Flag here or combination of
British Highstreet image here?
E-commerce accounts for 17% of total retail sales in UK Retail
Tesco, Harrods, John Lewis, Marks and
Spencer
and was worth £7.9Billion in December 2011 alone.
The UK is the biggest Online retailer in Europe, with 71% of
Online sales come from the UK, Germany and France.
We are seasoned Multi Channel Shoppers, using Online,
Mobile Phones, tablets and digital catalogues to purchase by.
4

5. The Brits love Digital Shopping
5

6. John Lewis – Department Store, UK
John Lewis, Is hailing its “long
standing focus” on multi channel
operations as the main factor in
its strong performance in the first
half of its financial year.
- John Lewis were one for the first UK stores to
offer a choice of how to shop: via a catalogue,
online, in store, Click and Collect, mobile web,
through Kiosks and iPads in store.
- Online Retail sales now (Sep 2012) accounts for
24% of total John Lewis sales, whilst the Click
and Collect service has grown 114 per cent.
- The company actively focus on Facebook and
Twitter to engage and respond to customers.
6

7. John Lewis – Department Store, UK
A true Multi- Channel Business:
- 27% of John Lewis customers research what they
want in store and then purchase it online
- Over 60% of customers research Online before going
to the store
- More than 20% of John Lewis customers buy online
and collect in store
- 40% use their phones to interact with the brand
when in the store
These multichannel shoppers:
- Spend 3.5 times more
- Purchase across more categories
- Shop more frequently
- Are more loyal and have a higher retention rate
7

8. Optimising Digital in Multi-Channel Retailing

9. Optimising Digital in Multi-Channel Retailing
1. Introduction
2. The Multi Channel Shopper
3. Connecting with your Shoppers Digitally Cross Channel
4. Emerging Technologies
5. Digital Examples
6. Vivid Brand tips

10. 2. The Multi Channel Shopper

11. The Man is dissatisfied:
“Vladimir’s Television is so much cooler and
bigger than ours....” 11

12. (What the Man really wants)
“I need an entire room dedicated to a cinema system
with surround sound…perhaps I should go to B&O....”
12

13. Hunting and Gathering begins:
13

14. Browse and Purchase Channels :
*
*
*
*
14
*

15. Understand your Shopper
Mr Vladimir Kaplinski, 36
Married
Father of 2 Children
Full time employment
Socio Demographic B-C1
Owns an iPhone, Mac and iPad
Drives a Landrover
> Busy > tired >time poor> technology lover
1. Choose your communicational Channels
2. Select Platforms to communicate
3. Consider your Shopper and their lifestyle
4. Think like your Shopper
5. Develop offline and online
creative content & tools

16. 3. Connecting with your Shoppers Digitally
across Multiple Channels

17. Understanding your target Shopper, his lifestyle
and Shopping behaviour is paramount.
Use this information to select your channels
and methods for communication.
Your Brand / Retailer & Products
need to stand out in this journey.
17

18. Example: Coca- Cola
‘The Impossible, Made Possible’
Key Artwork
18
http://www.youtube.com/watch?v=Q29T-hH7Pqs

19. Example: Coca- Cola
Try out a beard Augmented Reality
19

20. Example: Coca- Cola
Shelf Talker POS in Convenience stores
((Targeting Teenage boys)
20

21. Example: Coca- Cola
Multi Pack Packaging for Grocery / Hyper Markets
(Targeting Mum)
21

22. Example: Coca- Cola
Convenience Store Convenience Store
Counter Poster Gondola End Display
22

23. Example: Coca- Cola
Experiential Sampling
Real / Virtual Merchandising Girls
23

24. Example: Coca- Cola
Augmented Reality Activation for Can
24

25. Example: Coca- Cola
SWAT Team helpers at
Supermarkets
25

26. Example : Philips Shavers
Key Artwork

27. Example : Philips Shavers
In-store POS Unit

28. Example : Philips Shavers
In-store interactive and App download

29. Example : Philips Shavers
In-store interactive and App download

30. Example : Philips Shavers
In-store POS Unit

31. Example : Philips Shavers
Augmented Reality
‘ Try on a new Smile’ Digital Panels
- Smile
- Try out a whiter smile
- Recommended products
- Share image / experience
- Get free samples as a reward
Try out a beard Augmented Reality
31

32. Example : Philips Shavers
Press, digital activation, with QR code

33. Example: Lynx
TVC Campaign: ‘Even Angels will fall’
33
http://www.youtube.com/watch?v=EfeVEAZkJqM

34. Example: Lynx
Press Adverts
34
http://www.youtube.com/watch?v=rFuUFeQIdpk

35. Example: Lynx
Augmented Reality Experiential
35
http://www.youtube.com/watch?v=rFuUFeQIdpk

36. Summary:
1. Follow the ‘big idea’ (Ad adjency / Creative) – but not necessarily ‘religiously’
2. Consider the messaging by stage / page / location
3. Clear Call to action / response on all messaging
4. Do not try to do too much with one piece of communication
5. Use Digital where relevant / helpful / you can add an ‘experience’
36

37. 4. Emerging Technologies

38. Integrated Digital POS
Made up of singular or multiple
LCD touchscreens, often with
physical / static panels or
product.
This can be used in retail to:
- Enabling the shopper to browse virtual
product.
- See product rendered in 3D, with additional
interactive information/data displayed
- Shoppers can access social media channels
to read real-time discussion concerning
featured products
- Any store can stock Brands’ entire range.
- Gesture control adds an element of
interaction.
38
Adidas Adiverse Wall

39. Integrated Digital POS
39
http://www.youtube.com/watch?v=NKbsfOAVu3Y&feature=player_embedded

40. Augmented Reality
AR (Augmented Relality) is a
live view of a real world
environment, which is
augmented with a layer of
computer generated input
such as sound and video, seen
only when viewed through a
device such as a smartphone
or using a computer webcam.
This enables retailers to:
Lego AR Point of Sale
- Add in-store interactivity
- Provide additional product information
- Deliver interactive animations
- Showcase product in 3D
40

41. Augmented Reality
41
http://www.youtube.com/watch?v=mUuVvY4c4-A

42. 4D Projection Mapping
Bring product to life by
projection animations, mapped
precisely to a product, building
or space.
This can be used in retail to:
- Create the WOW factor
Auris Car 3D Mapping Projection
- Highlight hero Product
- Launch Product
- Cause a buzz / PR
42

43. 43
http://www.youtube.com/watch?v=iePEp096JeY&feature=related

44. Gamification
80% of teens own a games
console.
Gamification leverages the love
of gaming by applying gaming
principles to engage and market
to consumers.
This can be used in retail to:
- Cause a buzz / PR
- Drive instant Reaction McDonalds Billboard / Mobile Game
- Engage customers
- Leverage an emotional response

45. Gamification
http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded

46. QR Codes
A two dimensional barcode
containing data that allows a
mobile device to redirect the
user to content.
QR Code = Quick Response code
They can be used to:
- Directly link to URLs and
e-commerce sites.
- Trigger a download of an app
Tesco Virtual Store, Korea
- Function as a traditional barcode - i.e to
put items in a basket (virtual or ‘real)
46

47. Virtual QR Code Shopping
47
http://www.youtube.com/watch?v=fGaVFRzTTP4

48. Virtual AR Shopping
Layar is an AR mobile browser for
smartphones.
It allows users to see location
specific ‘virtual layers’ of imagery /
objects using a form of
augmented reality.
The technology makes use of the following:
- GPS
- Compass
- Built-in camera
- Accelerometer
- Geo-targeting
Airwalk Pop Up Shop
48

49. Virtual AR Shopping
http://vimeo.com/22753630
49

50. Image Recognition
Image recognition systems
allow software to identify
consumers, or gender,
based on their facial
features, or objects based on
their attributes.
This allows Brands and Retailers to:
- Target Specific Genders.
- Recognise specific customers.
- Develop targeted gender specific Clear Channel - Plan UK Interactive Bus Stop
marketing and promotions.
- Recognise images or products and be
re- directed to further information
digitally.
- Interact and engage with digital
touchpoints, both in-and-out of store.
50

51. Image Recognition
51
http://www.youtube.com/watch?v=f40vGY3BbVA

52. 5. Best Practice Examples

53. Burberry – London Regent Street Flagship Store
A showcase of technology
at retail
- Burberry’s flagship store merges digital
interactivity into its iconic British Luxury label.
- The store features a 22ft high screen at the
centre of the atrium.
- 500 hidden speakers and a hydraulic stage
beneath the screen are used to stage
performances by Burberry endorsed bands
and musicians.
- The Stage hosted a catwalk event during
London Fashion week for VIP customers
- All staff are equipped with iPads, enabling
them to show shoppers interactive
information for every product via a series or
applications.
53

54. Burberry – London Regent Street Flagship Store
RFID tags in Products “I’ll have this one thanks”’
54

55. Burberry – London Regent Street Flagship Store
RFID tags in Products are
recognised by ‘sensor tables’
- The Digital screen will automatically
load up catwalk images or
manufacturing images of the product.
“It’s about more than shopping,
we want to encourage exploring”
Christopher Bailey, Burberry Chief Creative Officer.
55

56. Burberry – London Regent Street Flagship Store
It’s Raining!!!
- Burberry is perhaps best known for it’s
famous Trench coats.
- The Trench is celebrated on the top floor
mezzanine in a wonderfully currated timeline
of trench coats, since the brand began.
- Every three hours or so, Shoppers are
treated to sporadic weather ‘moments’ when
digital rain showers, accompanied by
sophisticated special effects, thunder and
lighting, engulf the store and all the digital
screens.
“One guy just comes in, sits on the
sofas with his book and waits for the
rain. Then he goes.”
Danny, Sales Assistant at Burberry
56

57. Burberry – London Regent Street Flagship Store
57
http://www.youtube.com/watch?v=CokbQWI_15U&feature=player_embedded&list=PLY7E_CZZ_9_OsQALrEvFkPEfBY5IA6ByS

58. Nike House of Innovation at Selfridges, London
Nike Digital Pop Up store in
Selfridges
- Times to coincide with the London 2012
Olympics
- The space featured numerous digital panels
displaying real-time coverage of Olympic
events, interactive renderings of key Nike
products and social media feeds.
- By inviting consumers to discover the
emotional and functional benefits of their
products, Nike succeeded in creating a
genuinely engaging, interactive shopping
experience.
- Nike installed demo areas where shoppers
could compete each other in time-trials and
jumping contests, with the results being
posted to social media instantaneously.
58

59. Nike House of Innovation at Selfridges, London
http://www.youtube.com/watch?v=FxdJgL9eugg
59

60. 6. Vivid Brand Tips

61. 1. Do not Digitise for the sake of it
My no1, most pointless and irrelevant
Digital activation - ever!!!
- Be consistent with your brand value
and attributes and current campaigns
- Pay as much attention to Digital
activations as you would a TV ad
- What is this doing for your brand?
- What is this doing for my customer?
- Will this drive brand love, or sales?
Walkers Augmented Reality App
61

62. 2. Digital Technology is an Enabler
Digital technology enables brands and
retailers to increase levels of interactivity,
engagement and entertainment.
Use Digital to:
> Amplify Communications
> Inform
> Engage
> Compare
> Brand Build
> Rich Experience
> Capture data
> Convert sales
> Wow factor
> Cool Factor
- Simple is best
- Be clear about your communication
principles
- Be coherent and consistent cross channel
Example of Home Finder app via QR code
- Adapt messaging to channel execution
62

63. 3. Baby Steps
Don’t try to recreate Retail in a day!
Test what works, or not, analyse data and
watch customers User Experience and
ability to navigate the Interface.
Document results and tweak and amend
as suits.
- See what works for the business
- See what works for customers
- Be realistic
- Retail space
- Wifi / plug points
- Budget
- ROI
63

64. 4. Understand your Shopper
Understand how Digital can be used to deliver
IMPROVED communication for your Shoppers.
Consider TRADE MARKETING too.
SHOPPER:
- Think about their lifestyle
- Kids?
- Busy Life?
- How and when do they shop?
- What websites do they visit?
- Analyse Online data
- What devices do they own?
- What would HELP them ( to buy more / shop)
- How can you capture customer data?
- How can you convert sales?
TRADE:
- What would help trade sell more?
- How can you engage B2B customers?
- Loyalty and Incentives
Example of Roc iPad App concept
64

65. 5. Choose your Digital tools
Tesco are the biggest Online retailer in the UK.
Mobile Web apps help Shoppers Buy on the go.
> Scan barcode of empty packets
> Search for Product
> Re-order Favourites
> Book delivery slots
> Recipes
- Understand your customers shopping habits
and behaviour.
- Use appropriate tools and interface for your
Shoppers.
- Consider Path to purchase and tools that
would be most effective
Tesco Mobile App Screenshot
65

66. 6. Do the Unexpected
http://www.youtube.com/watch?v=75jzLOdznyQ
66

67. 7. Holistic approach
One brand, one shop, one image.
- Integrate campaign cross channel
- Use Digital execution to enhance your
values
- Be consistent with styling and
execution
- Internal Training Philips Grooming Project
67

68. 8. Convert Browsers into Buyers
Make it easy for your
customers to buy / find out
more
- Identify key decision moments
- Interrupt the Shopper
- Be disruptive
- Big buttons: Buy / Next / Find out More
Post purchase, make it easy for Shoppers
to share their experience with friends.
Dulux Paint Brand - Pop Up Banners
68

69. 8. Convert Browsers into Buyers in 3 clicks Online
Sheep Dog pops up Price Promo and colours
A roller ‘paints’ the screen Links to Dulux Room Sets
69

70. 9. Have a clear vision
- Be Brave
- Have fun
- Great Creative
- Great Content
- Wow Factor
- Joined up execution
Evian Water ‘ Live Young’ Baby Campaign
70

71. 10. DON’T!
X. Squeeze too much information in
X. Forget the call to action
X. Forget to inform all your channels of what you are doing
X. Don’t do it, if you can’t afford to do it properly
X. Think you need to know everything about digital – bring in the experts
X. Be scared to try! Give it a go
71

72. Thank you
Please note that all work in this presentation is copyrighted to Vivid
Brand. We treat all our clients’ work as highly sensitive so please
do not share any further without contacting us.
Rachel Wilkinson
+44 (0)20 7421 1750
rachel@vividbrand.com
www.vividbrand.com
London . Hong Kong . Melbourne