The document discusses the future of retail being hybrid. It argues that retailers must combine online and offline experiences to succeed against digital disruptors. Specifically, it recommends that retailers (1) reinvent their physical store experiences and link them to online, (2) benchmark against digital competitors and copy their successes, and (3) develop a hybrid strategy that innovates new business models utilizing both online and offline platforms.

1. THE FUTURE OF RETAIL IS HYBRID
JO CAUDRON
JO.CAUDRON@DUVALUNION.COM
00 32 475 43 80 98
@JCAUDRON

2. THE WORLD IS CHANGING FAST

3. INSIGHTS &
UNDERSTANDING
STRATEGY, PLANS
& ACTIONS
ORGANIZATIONAL
CHANGE
TRANSFORMATION
REQUIRES

4. INSIGHTS &
UNDERSTANDING
STRATEGY &
ROADMAP
ORGANIZATIONAL
CHANGE
THIS IS WHAT WE
HELP YOU WITH

5. BUSINESS CONSULTANTS FOR A
DIGITAL WORLD.
WE WORK FOR GLOBAL CLIENTS
IN DIFFERENT INDUSTRIES.
WE HAVE A STRONG EUROPEAN
AND MIDDLE-EAST PRESENCE.
WE ARE PIONEERS SINCE 2009.
W E A R E
G H E N T - D U B A I - A M S T E R D A M - O S L O
Jo Caudron, founding partner
Active in digital since 1993
involved in 20+ start-ups.

6. Digital Disruption is real
EXPECT A SMACK IN THE FACE

7. WHAT DO THESE HAVE IN
COMMON?

8. 1995+
MUSIC
PHOTOGRAPHY
VIDEO RENTAL
…
2005+
PRINT MEDIA
TV
TRAVEL
HR
…
2015+
RETAIL
BANKING/INSURANCE
SERVICES
AUTOMOTIVE
EDUCATION
TELCO
FOOD/FMCG
HEALTHCARE
…
2025
ALL SAFE HAVENS
WILL BE SUBJECT TO
DIGITAL DISRUPTION
…
WAVES OF DISRUPTION

9. RETAIL UNDER THREAT

11. WHAT’S THE ANSWER?

12. PIMP YOUR OFFLINE EXPERIENCE?

13. CATCH UP 100% ONLINE?
THEM
YOU

14. OMNICHANNEL?

15. OMNICHANNEL?
CATCH UP 100% ONLINE?
PIMP YOUR OFFLINE EXPERIENCE?
I’m very sorry, but this will not save you from the
disruptive powers in retail

16. SO, WHAT IS THE ANSWER?

17. AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
A SIMPLE JOURNEY
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
SMART
TARGET-
TING
LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
???
ONLINE
OFFLINE

18. AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
SMART
TARGET-
TING
LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
ONLINE
OFFLINE
OFFLINE FOCUS: The Looser’s Club

19. AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
SMART
TARGET-
TING
LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
ONLINE
OFFLINE
ONLINE FOCUS: Amazon Always Wins

20. BUILD A HYBRID MODEL
ADD A NEW LAYER TO YOUR LASAGNA

21. ONLINE
OFFLINE
CREATE A HYBRID SPACE TO WIN!
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
SMART
TARGET-
TING
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
BUILD UNIQUE FUNCTIONAL BRIDGES BETWEEN ONLINE & OFFLINE

22. ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
SMART
TARGET-
TING
HOME
DELIVERY
PoS LOCATION, LOCAL LANDING PAGE
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
CREATE A HYBRID SPACE TO WIN!

23. LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
CUSTOMIZE ONLINE AND FINISH THE JOB IN-STORE
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
SMART
TARGET-
TING
CREATE A HYBRID SPACE TO WIN!

24. LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
TURN ONLINE CONTENT INTO POS EXPERIENCES
(E.G. WORKSHOPS) AND VICE VERSA
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
SMART
TARGET-
TING
CREATE A HYBRID SPACE TO WIN!

25. ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
SHOP-ASSISTED ONLINE SALES
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
SMART
TARGET-
TING
CREATE A HYBRID SPACE TO WIN!

26. ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
WEB2SHOP (FITTING/TASTING)
INSTANT INVENTORY & GRATIFICATION
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
SMART
TARGET-
TING
CREATE A HYBRID SPACE TO WIN!

27. ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
DIGITAL SALES IN STORE (E.G. LONG TAIL)
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
SMART
TARGET-
TING
CREATE A HYBRID SPACE TO WIN!

28. ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
HOME DELIVERY - CLICK & COLLECT - RETURNS - SUPPORT
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
SMART
TARGET-
TING
CREATE A HYBRID SPACE TO WIN!

29. HYBRID JOURNEY
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
ONLINE/OFFLINE SYNCED REVIEWS
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
SMART
TARGET-
TING

30. HYBRID JOURNEY
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
SMART
TARGET-
TING
HOME
DELIVERY
ONLINE <=> OFFLINE REWARDS - LOCAL SERVICE
ONLINE
OFFLINE
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION

31. ONLINE
OFFLINE
SEARCH CONTENT
ONLINE
PURCHASE
REVIEW
& SHARE
HOME
DELIVERY
SMART
TARGET-
TING
AWARENESS INSPIRATION SATISFACTIONPURCHASE LOYALTYDELIVERY
LOCA-
TION
ADVICE BUY
WORD
OF
MOUTH
LOYALTY
PROGRAM
TAKE
HOME
COLLECTION OF STRONG HYBRID FUNCTIONS THAT CAN ONLY
EXIST WHERE ONLINE AND OFFLINE MEET
CREATE A HYBRID SPACE TO WIN!

32. THE ANSWER!
BECOME A HYBRID RETAILER

33. REMEMBER: A BETTER COFFEE & AND
KIDDY CORNER WILL NOT SAVE YOU
STEP 1: REINVENT YOUR PoS EXPERIENCE
IN CONTEXT OF HYBRID…
…LEVERAGE YOUR PHYSICAL PRESENCE
…LINK TO ONLINE

34. STEP 2: FIX DIGITAL BY REVERSE ENGINEERING
SCAN…
…DIGITAL COMPETITION
BENCHMARK…
…KPI’S
COPY FAST…
…GOOD IS GOOD ENOUGH

35. STEP 3: BUILD A HYBRID STRATEGY
ADD VALUE…
…ON THE CROSSING OF ONLINE & OFFLINE
INNOVATE…
…WITH NEW HYBRID BUSINESS MODELS
OCCUPY A HYBRID SPACE…
…THAT PURE PLAYERS SIMPLY DO NOT HAVE

36. THE FUTURE OF RETAIL IS HYBRID
JO CAUDRON
JO.CAUDRON@DUVALUNION.COM
00 32 475 43 80 98
@JCAUDRON

37. Find my slides on
www.speakersbase.com/jo
Need help? Book me and my team to
consult you!
www.duvalunionconsulting.com
@jcaudron
jo.caudron@duvalunion.com
00 32 475 43 80 98

38. OUR
M O D E L IS HOLISTIC AND AIMED AT BUILDING
FUTURE PROOF ORGANISATIONS
GHENT - DUBAI - AMSTERDAM

39. HEART
BRAIN
BODY

40. ACT DIFFERENTLY TO HAVE REAL
TRANSFORMATION
BE DIFFERENT AS AN ORGANISATION
AND A COLLECTIVE OF INDIVIDUALS
THINK DIFFERENTLY TO BE READY
FOR A TRANSFORMING WORLD
HEART
BRAIN
BODY

41. BRAIN
BODY
HEART
THINK DIFFERENTLY TO BE READY
FOR A TRANSFORMING WORLD
DIGITAL TRANSFORMATION
EXECUTIVE JOURNEY
CREATE INSIGHTS, VISION, STRATEGY, PLANS
AND ROADMAP FOR THE BUSINESS MODELS
OF TOMORROW
TREND RADAR
SET UP YOUR EYES AND EARS TO SCAN,
ANALYSE AND VALIDATE TRENDS,
DISRUPTIONS AND INNOVATIONS.

42. BRAIN
BODY
HEART
ACT DIFFERENTLY TO HAVE REAL
TRANSFORMATION
DIGITAL GOVERNANCE
CREATE TRANSVERSAL
STRUCTURES, POLICY, ROLES,
TEAMS, OWNERSHIPS, …
CHANNEL HACKING
BECOME CUSTOMER
PROBLEM CENTRIC, REBUILD
YOUR VALUE CHAIN, HACK
YOUR CHANNEL, CUSTOMER
CONNECTION AND UX FOR A
DIGITAL WORLD.

43. DIGITAL LEADERSHIP
CREATE DIGITAL SKILLS,
CAPABILITIES AND BUY-IN
FROM THE ENTIRE
ORGANISATION. PREPARE FOR
LEAN AND AGILE ATTITUDE.
LEAN BUSINESS MODELS
CREATE CORPORATE
VENTURING ATTITUDE AND
LEAN DEVELOPMENT
CAPABILITIES. ENCOURAGE
ENTREPRENEURIAL SKILLS.
BRAIN
BODY
HEART
BE DIFFERENT AS AN ORGANISATION
AND A COLLECTIVE OF INDIVIDUALS

44. DIGITAL LEADERSHIP
CREATE DIGITAL SKILLS,
CAPABILITIES AND BUY-IN
FROM THE ENTIRE
ORGANISATION. PREPARE FOR
LEAN AND AGILE ATTITUDE.
LEAN BUSINESS MODELS
CREATE CORPORATE
VENTURING ATTITUDE AND
LEAN DEVELOPMENT
CAPABILITIES. ENCOURAGE
ENTREPRENEURIAL SKILLS.
BRAIN
BODY
HEART
BE DIFFERENT AS AN ORGANISATION
AND A COLLECTIVE OF INDIVIDUALS
ACT DIFFERENTLY TO HAVE REAL
TRANSFORMATION
DIGITAL GOVERNANCE
CREATE TRANSVERSAL
STRUCTURES, POLICY, ROLES,
TEAMS, OWNERSHIPS, …
CHANNEL HACKING
BECOME CUSTOMER
PROBLEM CENTRIC, REBUILD
YOUR VALUE CHAIN, HACK
YOUR CHANNEL, CUSTOMER
CONNECTION AND UX FOR A
DIGITAL WORLD.
THINK DIFFERENTLY TO BE READY
FOR A TRANSFORMING WORLD
DIGITAL TRANSFORMATION
EXECUTIVE JOURNEY
CREATE INSIGHTS, VISION, STRATEGY, PLANS
AND ROADMAP FOR THE BUSINESS MODELS
OF TOMORROW
TREND RADAR
SET UP YOUR EYES AND EARS TO SCAN,
ANALYSE AND VALIDATE TRENDS,
DISRUPTIONS AND INNOVATIONS.

45. BUSINESS
STRATEGY
READINESS SURVEY
ASSESSMENT & RESEARCH
INSPIRATION
IMPACT ANALYSIS
FUTURE SCENARIOS
NORTH STAR VISION
TRANSFORMATION STRATEGY
STAKEHOLDERS & PROBLEMS
IDEATION & PRIORITIES
DIGITAL AGENDA
EXECUTIVE JOURNEY
TREND WATCHING
CONTINUOUSLY SCANNING THE
MARKET FOR NEW TRENDS
BUILDING
THE FUTURE PROOF ORGANISATION
CUSTOMER
EXPERIENCE
Continuously optimise
your journey,
pain points and touch
points
GROWTH
HACKING
Implement smart
techniques
to scale our
business
CHANNEL
HACKING
Reinvent your
channel
relationships for
a digital world
CUSTOMER RELATIONSHIP
SOCIAL
STRATEGY
Make social an
intrinsic part
of the business
INCUBATOR
PROGRAM
Stimulate internal
creativity
and bottom-up
innovation
(hackatons, …)
START-UP
BOOTCAMPS
Think, plan, act like a
start-up and build
the minimum viable
business case
CORPORATE
ACCELERATOR
Drive outside-in
innovation via
collaboration with
startups
BUSINESS (OPERATIONAL) MODELS
DIGITAL
LEADERSHIP
Asses, contain and
develop digital
savviness
DIGITAL
GOVERNANCE
Digital ownerships,
roles, policy, structure
Digital Office, …
MAN/MACHINE
COLLABORATION
Valorise your human
assets,
whilst supporting them
with machines
ORGANISATION

46. OUR
C L I E N T S ARE LEADING ORGANISATIONS IN ALL
INDUSTRIES
GHENT - DUBAI - AMSTERDAM

47. OUR
C L I E N T S
GHENT - DUBAI - AMSTERDAM
FINANCE &
INSURANCE
TELCO &
TECH
RETAIL BRANDS &
FMCG
INDUSTRY
MEDIA HEALTH &
PHARMA

48. OUR
C L I E N T S
GHENT - DUBAI - AMSTERDAM
PUBLIC &
NON-PROFIT
MOBILITY &
TRANSPORT
SERVICES &
UTILITIES

49. THE FUTURE OF RETAIL IS HYBRID
JO CAUDRON
JO.CAUDRON@DUVALUNION.COM
00 32 475 43 80 98
@JCAUDRON