1. Future of Retail
Social on the Outside, Social on the Inside
Dominika Tomek

2. LONDON
LINCOLN
PORTLAND PHILADELPHIA
ST. LOUIS NEW YORK
AUSTIN
SINGAPORE
RIO DE JANEIRO
SYDNEY
THE WORLD’S LEADING SOCIAL CONSULTANCY FIRM
We are the leading global, integrated, end-to-end social business consultancy.
Working with 50% of the Fortune 500. Multi-year engagements. The largest group of Facebook
Preferred Developers in the world. 500+ Facebook sites, mobile and gamification projects.

3. OUR SERVICES
PERFORMANCE BRAND CONNECTED SOCIAL BUSINESS
MARKETING COMPANY INTELLIGENCE
+ Social brand strategy + Enterprise social + Dashboards & benchmarks
+ Applications and experiences technology + Data services
+ Community management + Workforce collaboration + Reporting & analytics
+ Advocacy programs + Workforce learning + SaaS applications
+ Listening programs + Social CRM
+ Influencer outreach programs + Change programs
+ Social media buying
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4. SOME OF OUR CLIENTS
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5. WE WILL DISCUSS

6. WE WILL DISCUSS
Where we are now

7. WE WILL DISCUSS
Where we are now Trends and
Examples

8. WE WILL DISCUSS
Where we are now Trends and What Next?
Examples

9. Is Bricks and Mortar retail dead?
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10. “JCB retailer’s shares fall by a fifth (...) it blames
performance on disappointing demand for Euro 2012 kits
and wet weather.”
“WHS sees 3 per cent fall in like-for-like third-quarter sales.”
“Mothercare- Strong performance outside UK helps offset
cost of store closures but baby clothing retailer warns
domestic market ‘remains tough.”
Source: http://www.ft.com/indepth/ukretailresults
We hear lots about the “death of retail”

11. 39% of consumers rely on the websites for comparative
shopping.
UK found that 39% want to use mobiles to receive
personalised promotions.
52% want to use mobiles to checkout, and 42% to
locate products in-store.
Source: http://www-03.ibm.com/press/uk/en/pressrelease/38901.wss
While the future is mobile and social

12. So let’s go back to the basics
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13. Few understand what social truly means
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14. ...And really understand what’s changing
Behaviours
Competition Expectations
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15. Competition – Understanding your ecosystem
Online Retailer
Brands
Customer
Retailer
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16. Brands - The engaging“cool factor”
Brands have stolen the early march on
developing relationships with consumers on
RELATIONSHIPS the products and advocacy.
Its all about sharing, socialising, liking and
making it easy to buy when you want to.
SOCIAL BUYING
In-store is all about the experience, but
F2F it’s limited.
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17. Online retailers are becoming the norm
Online retailers have revolutionised what
“good” customer service means, raising
SERVICE the bar.
When you want it, where you want it and
social.
CHOICE
Organising for social means that traditional
roles and responsibilities don’t need to
ROLES exist or are carried out by customers
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18. Customers are the buyers
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19. Behaviours
Competition Expectations
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20. Customer journeys have changed
Customer Need Research Buy Feedback
Customer journey
“My shoes broke
after I wore them
once.”
Decision Point
1 2 4 5
Consumers expect Enhanced feedback
Access to an Need and research take less time and to have the option loop
Social media impact on
exponentially are often combined of buying online
customer journey
bigger pool of
as well as in the
consumers
store
Use Rates,
reviews,
complaints,
etc.
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The decision point is reached at an
earlier stage
Decision Point
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21. To a non-linear, multi-channel journey
Non-Linear, multi-channel, digital, consumer-
controlled
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive 18

22. Influence is shifting to the individual
Source: Eloqua & JESS3, The Message is the Messenger, March 8 2011 Source: Forrester 2010 Source: AdWeek, A Million Little Klouts,
Dec 14 2001
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23. And the wisdom of the crowd...
Brands are striking deals with social networks
Source: Wall Street Journal, June 30, 2011;
Twitter 20

24. Behaviours
Competition Expectations
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25. This means we now have a social consumer
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26. ...Who expects more from retailers
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27. So to summarise...
Understand your competitors and customer behaviours
1 and expectations for YOUR market segment.
Online retailers are raising the bar in service and re-
2 defining market models.
Influence and trust is driven by peers, not the brands
3 or retailers.
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28. Where we are now What Next?

29. Where we are now Trends and What Next?
Examples

30. Moving to Bricks and Clicks?
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31. We see the market split into three segments
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32. We see the market split into three segments
Early Adopters
Exec sponsorship, Long term vision
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33. We see the market split into three segments
Early Adopters
Exec sponsorship, Long term vision
Doing “Enough”
Apps and Likes
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34. We see the market split into three segments
Early Adopters
Exec sponsorship, Long term vision
Doing “Enough”
Apps and Likes
“Hope it goes away”
But if I’m going to do it, do it long term
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35. ... And follow three broad trends
Combining on-line and Shopping experience:
1 off-line: Delivering on 3 Augmenting reality
the brand promise
Customer Service:
2 Delight your Customers
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36. Combining the on-line and off-line
Likes, purchases and history are available
and accessible across all channels.
CUSTOMER
Deliver on the same brand promise on-line
and off through every interaction including
EXPERIENCE marketing, sales and service.
Campaigns move between digital and
physical with the end goal of people in
CAMPAIGNS stores.
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37. Some recent examples where this has worked
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38. ... including C+A in Brazil
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39. ...And where the experience has not delivered
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40. ...And where the experience has not delivered
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41. Customer Service that delights
Move from “just enough” to a concept of
CUSTOMER delighting a customer.
Available whenever, wherever suits the
customer either through Twitter or Livechat.
WHEN SUITS
Develop forums or communities where
passionate customers help customers
SELF-SERVE problem solve.
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42. Where Burberry’s new digital service leads
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43. Vodafone and SONY - Users helping users
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44. Shopping Experience: Augmented Reality
Using apps, QR codes to help customers get
INFORMATION more information once in store.
Find the products, combine the products
PRODUCT
Listening to customers to understand where
WOW FACTOR there is missed market demand, the “next big
thing”
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45. Including Burberry and IKEA
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46. And then we have next generation
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47. Empowered employees- Passion and Knowledge
Employees are a companies most important
ADVOCATES assets to share passion authentically and
recruit top talent
You are only as strong as your weakest
SERVICE employee - leveraging knowledge to deliver
outstanding service
Internal social networks to share knowledge,
KNOWLEDGE best practice and customer intelligence
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48. Twelpforce- Where employees act
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49. Big data as a decision driver
Using social data to drive internal decision-
DECISIONS making on regionalised supply chain, store
openings etc
Using listening social listening to understand
PRODUCT trends and complaints on competitor
products, buzz for product launch etc
Listening to customers to understand where
TRENDS there is missed market demand, the “next big
thing”
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50. And aspirational...
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51. Customer 360- Combining social, sales, service
and marketing
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52. So what is the future of retail?
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53. Bricks + Clicks can work if...
It’s all about providing an integrated customer experience across
1 every touchpoint, on-line and off.
Provide value-add in-store through passionate, connected
2 and empowered employees- beyond marketing.
Use social data to drive pro-active decision-making across
3 marketing, sales development and competitive insight.
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54. CONTACTS Dominika Tomek Head of Consulting
dominika.tomek@dachisgroup.com
@dominikatomek
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55. Thank you!
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