1.
Shopping2020
& digital future of retail
September 9, 2015
Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

2.
Iskander Smit | @iskandr

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©"Shopping"2020" 2"
Introducing&info.nl&
Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."

4.
Digital
Strategy
Digital
Services
Digital
Marketing
Online platforms
Lean Service Design
Agile (content) marketing
API with rich apps
Lean UX, Scrum, Devops
Platform architecture
Managed services

5.
Hackathon Personal API
Labs
https://vimeo.com/91069015

6.
AMS

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16 retail organisations
460 experts
19 research topics

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©"Shopping"2020" 3"
Members&of&the&expert&group&

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What are the relevant touchpoints
connecting the retailer and the
consumer in 2020?

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Touchpoint…
is the very moment of contact
between consumer and retailer.

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©"Shopping"2020" 15"
Touchpoints&

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©"Shopping"2020" 17"
7&YEARS&AGO?&
Predicting the future is hard

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32%
31%
22%
10%
3% 15%
10%
33%
21%
9%
5%
3%4%
Laptop Desktop Tablet
Smartphone Interactive/Internet television Glasses (e.g. Google Glasses)
Smart watches Other devices
Total market: devices used in the future to make online purchases (expert forecast)
Distribution of online purchase channels (%)
2013 2020
70% online shopping = mobile
GFK research Shopping 2020, 2013

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Mobile shopping
Flurry analytics

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Wearables are taking off…

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a future inhabited by people
for whom the words “offline”, “online”
and “mobile” have become irrelevant
source:http://www.slideshare.net/yiibu/the-emerging-global-web

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The Internet of Everything
Sensoring all of our life

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The You-Web

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Traditional app model

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Notification layer binds the devices
into a context relevant service
ecosystem

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https://www.youtube.com/watch?v=QrqZl2QIz0c

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six trends

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1. hyperpersonalisation

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trend 1
Hyper personalisation of all
Image: placed.com

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Editd runs ‘the world’s biggest apparel data warehouse’
Data service provider

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https://vimeo.com/46097693

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2. real experiences

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Local driven super market Landmarkt
Real experiences
balancing a data-driven world

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Kies een leuke achtergrondkleur
Immersive experiences

30.
Fab.
Social curation

31.
With ASAP people can share their fashion catches and get styled
Social curation

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trend 2
Pop-up experiences

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Ephemeral media
Snapchat, Periscope, Snapchat, Taptalk, Beme

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3. hybrid shopping

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Hybrid shopping as default
http://www.youtube.com/watch?v=3CSXOWKSG98

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Mobile search is the
starting point.
Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.
The retail landscape
is evolving for all industries.
Mobile use in stores is not category specific
- Nearly 2/3 of baby product shoppers
compare prices in-store.
Smartphones are
transforming the in-store
shopping experience.
8 in 10 smartphone shoppers use
mobile in-store to help with shopping
Shoppers who use
mobile more,
spend more in-store.
Frequent mobile shoppers
spend 25% more in-store
than people who only
occasionally use a mobile
phone to help with shopping.
Research Google, 2013
Embrace showrooming
http://www.google.com/think/research-studies/mobile-in-store.html

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4. non-lineair journeys

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Hands-free shopping

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Asynchronous customer journey

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Net a Porter connects the TV runway to the webshop
Watch & shop

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Frictionless
Disney magic bands

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5. retail in the cloud

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trend 5
Retail will be in the cloud
http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

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trend 5
Retail will be in the cloud
estimote.com

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Amazon Fire phone introduces scanning and buying
Everything Store

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Bots as intermediair
Making personalisation tangible
Google, Siri, Cortana
Conversational UI

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6. store everywhere

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trend 6
The store is everywhere
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

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Fancy Glass app combines curated shop with color exploring
Connected ecosystems

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Amazon Dash
Everything Store

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Mono functional retail
Amazon Dash

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Touchpoints: emerged moments of intent
Permission based profiling to be relevant in
Shopping will be social, hybrid, asynchronous and
continuously
We will be using a mix of devices next to each other
Relations can be built on curated true experiences

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Possible futures
Scenario’s

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What is the role the
store takes as part of
the process of
buying?
From self organizing
customers to
delegated
interactions.
What is the
approach to data?
From trust and
embedding in our
life, to a movement
to less (shared) data.

55.
©"Shopping"2020" 48"
The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"

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Become an API
Focus on data
Think beyond your own store
Make open relations

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Build an community
Value customer relations
Be an expert
Use platforms for transactions

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retail as media

59.
labs.info.nl, Jules Holleboom, 2014

60.
product as platform
labs.info.nl, Jules Holleboom, 2014

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labs.info.nl, Jules Holleboom, 2014

62.
labs.info.nl, Jules Holleboom, 2014

63.
The digital future of retail.
It is all about platforms and
communities.
Retail as media.
Iskander Smit, iskander@info.nl, @iskandr, 06-24532388