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Consumer retail trends 2015

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8 trends redefining how we shop:

Online = offline
The difference between online and offline is disapearing, turning “ecommerce” into simply “commerce”. The online players are opening physical stores, and the physical stores are pushing shoppers into more and more digital interactions. In the future, commerce seamlessly integrates the online and offline worlds into a unique, consistent and homogeneous experience.

Analytics
Just like we are measuring almost everything in the digital world, we start to have the tools to analyze what shoppers are doing in the physical world. Understanding these data points will be the key of tomorrow’s retail, and the future is much much more tracking (what else could it be…).

Content integration
Commerce is getting integrated into content a little bit more everyday. Social networks are launching buy buttons right into their news feeds, and now TV shows, magazines and movies are directly coming with companion stores.

Vertically integrated retail
How to fight Amazon? By creating vertical integration, where one controls everything from production to distribution to retail. Works with high margin, high volume items, and some very interesting brands are emerging (Dollar Shaving Club, Warby Parker, etc). Ironically the destiny of most of these brands is probably to be bought by… Amazon, just as it happened with diapers.com.

New entry points
Perhaps one of this talk’s most important point. We started entering the web almost exclusively via search engines (1990 - 2005). Then came social networks, which became a second way to start journeys on the web. We are entering the third phase, that of the personal assistant. A lot of shopping will happen with people just asking Siri/Google Now/Cortana/Messenger M “I need some shoes”. Being the one shoe pair recommended by these services is the new fight that brands will have to undertake, after having to exist in Google (SEO) and on social media (SMO).

Automation
A global trend impacting every part of society, artificial intelligence is also having an impact in retail, on things like distribution (delivery drones), marketing (automated pricing, predictive shopping) and sales (automated sales assistants, customer support).

Transparency
Transparency on price, values and performance is forced down the throat of retailers by the most advanced users who have systems like ShopGenius and AvoidPlugin at their disposal.

Re-humanization
Tracking, automation, digitization, all these things are making retail less human. Some brands are fighting back, and one can see how a human touch remains and will probably be more and more of a distinctive, positive factor in the future.

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Consumer retail trends 2015

  1. 1. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Consumer retail trends 2015+
  2. 2. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg Investor @ MKS, Anthemis Entrepreneur @ 200ideas, Lift Swiss correspondent @ Wired UK 
 @laurenthaug hello@laurenthaug.com +41786966480 Weekly newsletter 
 http://goo.gl/O2Q9h2
  3. 3. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 online = offline
  4. 4. © Laurent Haug 2015 4 http://www.newlook.com/
  5. 5. © Laurent Haug 2015 5 “Walking through the doors is just like walking into our web site” Angela Ahrendts (former CEO of Burberry)
  6. 6. © Laurent Haug 2015 6youtube.com/watch?v=fGaVFRzTTP4
  7. 7. © Laurent Haug 2015 8https://fresh.amazon.com/dash/www.amazon.com/oc/dash-button
  8. 8. © Laurent Haug 2015 9www.amazon.com/oc/dash-button
  9. 9. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 analytics
  10. 10. © Laurent Haug 2015 11
  11. 11. –Johnny Appleseed “Type a quote here.”
  12. 12. –Johnny Appleseed “Type a quote here.”
  13. 13. NewsWatchTV
 https://www.youtube.com/watch?v=OSMBJN-Iq-4
  14. 14. © Laurent Haug 2015 15 Now, you can avoid the wait and see the busiest times of the week at millions of places and businesses around the world directly from Google Search, tap on a business name and see how busy it gets throughout the day https://plus.google.com/+google/posts/QY1c97V25Tz
  15. 15. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 content integration
  16. 16. © Laurent Haug 2015 17https://about.pinterest.com/en/buy-it-pinterest
  17. 17. © Laurent Haug 2015 18https://www.facebook.com/business/news/Discover-and-Buy-Products-on-Facebook-Test
  18. 18. © Laurent Haug 2015 19http://shop.harpersbazaar.com/
  19. 19. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 https://thetake.com
  20. 20. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
  21. 21. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 vertically integrated retail
  22. 22. © Laurent Haug 2015 23
  23. 23. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 https://www.dollarshaveclub.com
  24. 24. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 https://casper.com
  25. 25. © Laurent Haug 2015 26https://www.warbyparker.com
  26. 26. © Laurent Haug 2015 27https://www.warbyparker.com
  27. 27. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Why is vertical integration interesting? Unique product lines = no competing with Amazon Better prices and margins
  28. 28. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 new entry points
  29. 29. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg
  30. 30. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg
  31. 31. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg
  32. 32. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 –Johnny Appleseed “Type a quote here.” http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/
  33. 33. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 www.lookup.to (disclaimer: a MKS AI investments)
  34. 34. © Laurent Haug 2015 25 Sept 2015 - Next Hamburghttp://social.techcrunch.com/2015/09/01/agentq-launch/
  35. 35. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 automation
  36. 36. Data shows that Amazon has changed the price of the top Bible in a Google search for “Amazon Bible” more than 100 times since May 2010, according to price-tracking site Camelcamelcamel. http://qz.com/327835/amazon-dynamic-pricing-changed-the-price-of-the-bible-over-100-times-in-five-years/
  37. 37. © Laurent Haug 2015 38 https://paribus.co/
  38. 38. © Laurent Haug 2015 39 The robot performs a detailed inventory check, identifying each item on the shelves, and alerting employees if stock is low or if an item has been misplaced. http://mashable.com/2012/06/29/carnegie-mellon-robot-andyvision/
  39. 39. Amazon just got permission from the FAA to start testing its delivery drones in the US http://www.theverge.com/2015/3/19/8259881/amazon-prime-air-delivery-drone-faa-permission
  40. 40. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 transparency
  41. 41. © Laurent Haug 2015 43 ShopGenius
  42. 42. © Laurent Haug 2015 44http://www.avoidplugin.com/
  43. 43. –Johnny Appleseed “Type a quote here.”
  44. 44. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Shopping trends 2015 re-humanization
  45. 45. © Laurent Haug 2015 47 Woman attacked by robot vacuum cleaner in South Korea http://thedailywh.at/2015/02/wtf-day-woman-attacked-robot-vacuum-cleaner-south-korea/
  46. 46. © Laurent Haug 2015 48 Costco has experimented with self- service checkouts, but the CEO says he’s now removing them because employees do the work more efficiently.
  47. 47. © Laurent Haug 2015 49https://www.enjoy.com/pages/home-att
  48. 48. © Laurent Haug 2015 50
  49. 49. © Laurent Haug 2015 51http://bookindy.com/
  50. 50. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 / consumer retail trends 2015 Online = offline Analytics Content integration Vertically integrated retail New entry points Automation Transparency Re-humanization
  51. 51. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 Disclaimer: it’s only the beginning
  52. 52. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg Projected digital transformation by industry by 2020 http://www.bain.com/publications/articles/leading-a-digical-transformation.aspx
  53. 53. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg @laurenthaug hello@laurenthaug.com +41786966480 Weekly newsletter 
 http://goo.gl/O2Q9h2
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8 trends redefining how we shop: Online = offline The difference between online and offline is disapearing, turning “ecommerce” into simply “commerce”. The online players are opening physical stores, and the physical stores are pushing shoppers into more and more digital interactions. In the future, commerce seamlessly integrates the online and offline worlds into a unique, consistent and homogeneous experience. Analytics Just like we are measuring almost everything in the digital world, we start to have the tools to analyze what shoppers are doing in the physical world. Understanding these data points will be the key of tomorrow’s retail, and the future is much much more tracking (what else could it be…). Content integration Commerce is getting integrated into content a little bit more everyday. Social networks are launching buy buttons right into their news feeds, and now TV shows, magazines and movies are directly coming with companion stores. Vertically integrated retail How to fight Amazon? By creating vertical integration, where one controls everything from production to distribution to retail. Works with high margin, high volume items, and some very interesting brands are emerging (Dollar Shaving Club, Warby Parker, etc). Ironically the destiny of most of these brands is probably to be bought by… Amazon, just as it happened with diapers.com. New entry points Perhaps one of this talk’s most important point. We started entering the web almost exclusively via search engines (1990 - 2005). Then came social networks, which became a second way to start journeys on the web. We are entering the third phase, that of the personal assistant. A lot of shopping will happen with people just asking Siri/Google Now/Cortana/Messenger M “I need some shoes”. Being the one shoe pair recommended by these services is the new fight that brands will have to undertake, after having to exist in Google (SEO) and on social media (SMO). Automation A global trend impacting every part of society, artificial intelligence is also having an impact in retail, on things like distribution (delivery drones), marketing (automated pricing, predictive shopping) and sales (automated sales assistants, customer support). Transparency Transparency on price, values and performance is forced down the throat of retailers by the most advanced users who have systems like ShopGenius and AvoidPlugin at their disposal. Re-humanization Tracking, automation, digitization, all these things are making retail less human. Some brands are fighting back, and one can see how a human touch remains and will probably be more and more of a distinctive, positive factor in the future.

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