The connected shopper:
fallacy, fad, or reality?
Simon Etchells | Group Digital Director
The Delta Group

A study of 46,000 shoppers shows that
omnichannel creates significant uplift.
Harvard Business Review (Jan 2017)

• Putting omnichannel in context
• Snapshot data
• Current and future retail challenges
• Case studies
• Reward schemes
• Using technology in store
• The future of omnichannel
What we will be talking about

The Landscape is Changing
Wooing consumers into physical stores in the first
place and giving them compelling reasons to shop is
getting harder and harder.
With the wide spectrum of shopping channels, a
multitude of information sources, numerous delivery
solutions and the hyper-connected shopper there
has been a massive change in shopper habits.
Shoppers now expect to interact with a retail brand
across multiple channels – and to excel all of the
retailers channels must provide an excellent service.
€6 million investment in further store upgrades and
an initial €1 million to invest in developing Eason’s
omnichannel offering over the next three years

Irish Retail Snapshot
• €30 Bn in total sales
• 23% of State tax
• 12% of GDP
• 33% of total consumer spend
• 14% of national employment
• Sales still 13% lower than pre-crisis
• Irish shopper price conscious and much more
informed due to online penetration
• Increased focus on destination stores with 29% of
retailers looking to invest in technology
• Tighter times & intense competition between
retailers in 2016

The Power of Omnichannel
Omni-channel is how consumers shop, not a retail strategy.
The more channels customers use, the more valuable
they are. A recent Google study found that omnichannel
shoppers are 3 times more valuable to a brand, with Macy’s
stating 6 times.
Irish shoppers say that social media has an influence over
what they buy – under 25’s – 60% and 25-34 – 50%.
Conducting prior online research on the retailer’s own
site or sites of other retailers led to 13% greater in-store
spending among omnichannel shoppers.
71% of customers consider it important to be able to view
local inventory information for an item online.
39% went so far as to say they would not shop at a store
whose online presence lacked this information.
88% of Irish shoppers participate in loyalty schemes.

But is E-Retail Still Growing?
• The digital economy is now worth about 6% of
Ireland’s GDP.
• 94% of Irish internet users now shop online.
• 75% of the population say that they use the internet
at least once a day.
• Spend by an average adult online per month
increased by 13%
• Since 2014, from €71 to €80 per month per person.
• 47% are willing to use their phone to shop
• 30% say that their mobile will become their main
shopping tool in the future.
• 6 in 10 browse online before making an in store
purchase.
Sources:
2017 PWC Total Retail Report (Mar 2017)
The Omnichannel Challenge (B&A Oct 2016)
Shaping the future of Irish Retail (Retail Ireland Mar 2017)

Promotions Impact 3/4 of Irish
Shoppers’ Decisions
And Irish shoppers rank 2nd in Europe for
knowing the price of their regular bought
items
• 18% change stores based on which one has the
best promotions
• 38% actively search for promotions
• 20% will switch brands because of promotions
• 66% always notice a price change on a regularly
bought item
• 22% know the price of all items they buy regularly
Source: Nielsen Ireland Shopper Trends 2015

‘How would you improve your shopping experience?’
Toluna QuickSurveys IRE n=101 What would improve your shopping experience when buying your groceries?
Personalised coupons given at checkout
Personalised promotions (list of products for discount)
Pay by app
Tablets in store
Personalised product recommendations
Digital shopping lists
67%
42%
34%
32%
24%
24%

Current and Future Retail Challenges
In-store Navigation
In-store navigation can be so frustrating, customers have dedicated entire blog
posts and Facebook pages to it! As we move into the era of omnichannel experience,
creating in-store navigation that helps the customer on their terms becomes more and
more vital.
Data-Driven Decisions
Customer data will drive decisions about what to sell, where to sell it and how to price
it. This will require investment in technology and more importantly will change how the
business operates. Behavioural and predictive analytics are becoming a big disruptor.
Importance of the Customer Journey
The customer journey will move from being a “nice to do” to a top priority. Retailers
and brands must review and improve the entire customer experience and not just the
final mile.

Personalisation and Experience
All data indicates that these two factors very important to shoppers and the
expectation a retailer will provide excellence in these increases by the day.
Digital Content
Consumers crave digital content. Just take Barclay’s recent New Retail Reality report,
which found that while customers still prefer the high street experience to shopping
online, they want stores to showcase the latest tech. It showed that 57% of consumers
are more likely to visit a shop integrated with VR, while 65% want to see more
touchscreen technology used by retailers.
Mobile Shoppers
The practice of checking competitor prices online while visiting a store (a practice
known as “showrooming”) is gaining in popularity and causing traditional retailers a lot
of concern.
Current and Future Retail Challenges

Conversational Commerce
Voice user interfaces (VUI) provide consumers with a more natural and intuitive way
of engaging with digital technology. This combined with the growing popularity of
connected devices in the home and car will have a profound impact on how we shop.
Brand Selling Direct to Consumer
The number of manufacturers selling directly to consumers is expected to grow 71%
this year to more than 40% of all manufacturers. And over a third of consumers report
they bought directly from a brand manufacturer’s web site last year.
The Power of Advocacy and Social Media
Personal recommendations continue to dominate the trustworthiness of
advertising. 92% of consumers believe recommendations from friends and family over
all forms of advertising. How can this power be harnessed in store?
Current and Future Retail Challenges

Consumer Needs and Habits are Shifting
New consumers are being defined - survivalists and selectionists. Survivalists are
cutting back and looking for value. By contrast, selectionists can afford to be choosy
and “select” for products they perceive as being of much higher quality. The result is
that the discount and top-end companies are doing well and increasing their market
share, while retailers in the middle — and the CPG companies that service them — are
suffering.
Loyalty Schemes Work
With the increasing power of smartphones apps – with digital payment, social feeds
and receipts built in. Combine this with shopping lists and way finding technology and
shoppers can be given a tremendous shopping experience.
Current and Future Retail Challenges

Targeting and retargeting shoppers across their entire journey
Our Connected Shopper Services
DRIVING
FOOTFALL RE-TARGETING
IN-STORE/OOH
ENGAGEMENT
PRE-PURCHASE PURCHASE POST-PURCHASE
Web/mobile design and
development
Content and creative
production
Social media & community
engagement
Interactive POS
Experiential
Audience monitoring
e-commerce, e-pos &
inventory integration
Social media monitoring
Online mobile re-targeting
Community engagement
strategy

Fusing their e-commerce site,
mobile app, and brick-and-mortar
stores into a simple shopping
experience
• Sales associates armed with iPads giving on
give the-spot, accurate, and up-to-date product
information.
• The iPad also acts as a cash register, If it appears
that something is out of stock, the staff can
instantly place an online order for you to have the
item shipped directly to your home.

If an item is sold out online, customers can use
Oasis’ “Seek & Send” service where the retailer
searches its stores for the product and ships it to
the shopper. Once the item is located, Oasis will
send an email to notify shoppers and let them track
their goods.

• Customers use the mobile app to book support
appointments at a store’s Genius Bar.
• Walk-in users get messages through the store app
confirming their requests and letting them know
when a technician is available to help them.
• When a customer orders an item online to collect
in-store, they receive an alert when their mobile
device senses they are near the store. The alert
brings up the relevant order information, which
the customer can then present to a sales assistant

• Synchronising in-store recommendations with
shoppers’ online profiles.
• The store offers information cards, iPads, and
monitors with further information about the
products available, and general advice on skincare
from nutritionists and dermatologists.
• After an in-store consultation, shoppers are given
codes with their personalised results that enable
them to use the information online.

Digital Experiences

Creating a Multi-Platform
Campaign for Tesco
Tescos’s challenge: To drive people to thier online
competition using various touchpoints in store
We were asked by Premier Foods to run their ‘Win the Cost of
Christmas’, which involved:
• Campaign strategy
• Prize management for competition
• Campaign creative
• Creation of an online microsite
• POS & Sampling collateral
• Social media
14,000
entries
to the
competition
1,500
facebook
likes

Crossfit Launch
Reebok’s challenge: to spread the word
about their latest fitness trend ‘Crossfit’.
Ensuring people understood its culture
and accessories.
• ATL – Press Ad
• Augmented Reality
• Microsite
• Flash Animation
• Email Invite
• HTML Build
• SEO
Augmented ads, microsite and flash invitation in
support of the Reebok Crossfit “The Sport of Fitness
Has Arrived” campaign.

i
Using Innovation to
Maximise Interactivity
Lidl’s challenge: To encourage customers to enter their
Christmas giveaway campaign by using interactive FSDUs
and innovative tech to enable easier entry to the competition.
insight: Lidl were running a Christmas giveaway campaign. The insight
from their previous in store competitions dictated that in order to increase
entries they needed to create a high impact, interactive FSDU to be
placed in the entrance of their stores to maximise customer engagement
designed: Lick created innovative FSDU designs, which included a
pre-programmed NFC chip, that once applied to the FSDU, would
communicate to a customers smartphone device when the device is in
very close proximity or touches/taps the FSDU in the area where the NFC
chip is applied
executed: 700 x units produced – 644 x were shipped directly to store
analysed: there was a remarkable uptake in entries into the competition,
with more entries for this competition than all other LIDL competitions
combined for the whole of 2016. Precise number of clicks is in excess of
70,000 x customer interactions
support: further recommendations have been made by the Digital team
in Lick to deep dive the insights from the Christmas campaign for their
summer campaign, which will also use NFC and QR codes
d
e
a
s

i
Experiential brand
activation
Yokebe’s challenge: To create an interactive
experiential event, promoting the weight loss
supplement in shopping centres throughout
the UK.
insight: was gathered to ascertain the key goals and
drivers of purchasers such as the ‘empowerment’ factor
designed: an interactive unit that utilised video mapping
and AR to allow people to become whoever they
wanted. Everything from an astronaut to a mountain
climber.
Once the consumer had chosen their fantasy, they were
issued with a printed photo and the chance to up load
the image direct to social media using the iPads provided
executed: full production and implementation
analysed: activity and fed back the data captured
support: by hosting additional sampling activity
d
e
a
s

Creating the store of the future
Game’s challenge: To provide a store of the future which created an immersive space for
their customers as well as a destination for showrooming new products
i insight: With online gaming being becoming more and more competitive, with
leagues being broadcast on satellite television Game wanted to create a store of
the future that would emulate the gaming arena their stars competed in
designed: The Lick Creative team designed their store of the future, which
included innovative flooring, lighting and textures
executed: The Delta Group fulfilled all printed elements, with the Delta permanent
team developing and producing static and animated LED light boxes, including
a rotating branded gobo projector. The Permanent team also provided an
innovative modular display slat wall solution, Click Wall, a first to market
innovative printed slat wall
analysed: Modular solutions were implemented so that the flagship store design
could filter down into smaller format stores without losing synergy
supported: there were on site account managers to assist with the
implementation of all elements of the store from start to finish, with Yetunde
Smith, Group Head of Brand commenting
‘I wanted to say a massive Thank You to your teams for the focus, creativity
and energy that you have given to the launch of Wardour Street and Milton
Keynes. Without your commitment and patience on this journey we would
never have achieved what is now been hailed in our business as tremendous
looking spaces in just 8 weeks!’
d
e
a
s

Rewards Schemes

Rewards Schemes
• Retain existing customers
• Increase Customer Lifetime Value
• Increase basket size
• Build personal relationships
• Offer targeted products
• Create brand advocates

Why look at loyalty cards?
• Technology – Provide information not only about
the shoppers behaviour, but also about preferences
and habits.
• Increased price pressure on retailers means
importance of customer engagement increases
• But Nielsen, found that British shoppers are among
the most likely in the world to have a loyalty card
but among the least likely to actually use them.
• “People are tired of receiving untargeted, irrelevant
price offers”
• My Starbucks Rewards and Amazon Prime – are
exceeding customers’ expectations based on a
loyalty benchmark
• Majority of consumers (62 per cent) were more
likely to use their loyalty card if it was on their
phone

• Go beyond the “generic” and offer its customers
“life-enhancing” rewards.
• Driving community
• Reward for members who post product
reviews
• Rewards such as in-store food tasting and
previews of new fashion lines
• Let customers “crowd source” ideas to
determine its future direction
• Tapping into the gamification trend - making
gradual micro progressions
Sparks by M&S

Order ahead and pick up your drink without waiting
in line with Mobile Order & Pay. You can also tip
your barista digitally, and download the free Pick of
the Week, right in the app.
Starbucks app

A Missed Opportunity?

Digital Screens in Retail

Video has significantly higher engagement online
and in store.
• 90% of buying decisions based on visual factors -
6.6% of shoppers glanced at traditional print.
• However 9.9% of shoppers looked at a digital
screen showing static content.
• Nearly one in five retailers have seen larger
average basket sizes.
• Average 3.2 x ROI when using digital screens.
• Increase sales up to 30% Increase marketing
budget efficiency by average of 20%.
Digital Screens at Retail

• High impact due to moving imagery
• Increased inventory allowing greater breadth of
product to be shown
• Near instantaneous updating – store by store or
across entire estate
• Ability to monetise through supplier funding
• Dynamic content such as weather or pricing
• Can be highly tailored to locally relevant content
• Attention can be measured
• Potential for direct linking to epos systems and order
and collect options
• Higher conversion rates
• A reduction in print, delivery and installation costs
over time
• Options for social media feeds and customer
interactions
Advantages of Digital
Screens

Digital screens at Asda Superstores
Installation of more than 300 70” portrait digital
screens located at the entrance of Asda Superstores
nationwide, with a smaller variant to be designed for
Asda’s smaller Stores.
Has built-in live shopper monitoring offering
advertisers live availabilities and campaign reporting.
Asda sales data and customer insight information
to create hyper-relevant, contextual advertising
opportunities.
Source: Clear Channel (Feb, 2016)

Sainsbury’s shelves go digital in new
trial
Sainsbury’s trialed a new digital pricing display
to cut the use of paper and automatically update
prices.
John Rudoe: “This trial will give us useful feedback
about quicker, efficient digital pricing information.”
Source: Sainsbury’s (Feb, 2015)

Waitrose shelf-edge video
Waitrose is trialing the use of next generation digital shelf edge ticketing to explore how
the technology might be used to engage with customers in the future. It is the first time
full colour LCD video shelf edge ticketing has been used in a UK supermarket.
The ticketing, which features graphics designed to both inspire and inform shoppers, was
introduced at the beginning of February and will be displayed across four fixtures at its
Trumpington store in Cambridge until the end of April.
Over the course of the 12-week trial the technology will be used to support seasonal
campaigns and give customers access to the expertise available in its buying team
through tasting notes and recommendations, including food and wine matching.
Source: Waitrose (Mar, 2017)

Nestle’s in-aisle digital screens at
Asda
• Animated content was used at the shelf-edge to
promote the company’s Quality Street range in the
last three months of the year, which covered the
traditionally busy shopping events of Halloween,
Bonfire Night and Christmas.
• As much as a 41% increase in sales was seen.
Source: Retail Week (Aug, 2016)

Iceland rolling out digital screens
The success of frozen food specialist Iceland’s
Clapham Common store trial is resulting in an estate
wide rollout.
Unofficial numbers see a four fold increase in basket
value.
Source: Retail Week (Oct, 2016)

boots
Christmas Window Displays
We created an engaging Christmas window scheme across 23
pinnacle Boots stores, integrating digital, print, and 3D cardboard
engineering with measurable customer data and ROI.
• Fully end-to-end: From survey to installation.
• Full VM design and manufacturing solution
• Our Innovations team managed digital cloud-based content
streaming across five stores with HD large format digital
screens, with a live twitter feed
• Simultaneous night installations to coincide with ATL
campaign
• Digital content creation to support weekly promotion change
overs
• Digital audience tracking system installed in flagship store to
measure engagement
Average Audience Per Day: 1,102
Total Viewers for Campaign: 42,962
Conversion (Passing screen vs. looking at screen): 7%
Average Passing the Screen per Day (Footfall): 15,985

Complete Solutions
Would you want to:
• Make your windows work harder?
• Boost sales with targeted indoor marketing?
• Bringing online to life in store?
• Generate higher engagement on shelf?
• Create impactful in store theatre?
• Produce digital content that wows?
By combining the Delta Groups’ experience and
resources with the latest in-store innovations, we
can help deliver all of these.

Making Windows Work Harder
Combining four different technologies we can provide
highly tailored and engaging content that shoppers can
interact with at any time of day (or night).
Using high brightness retail screens, touch screen films,
audience monitoring camera’s and vibration speakers,
windows can be turned into shoppable windows with
shoppers demographics and their reactions being
monitored.
With this demographic data the shopper can be shown
products that may appeal specifically to them. Also
information specific to the location (such as weather
conditions) can be shown. All screens in your estate, or
just one, can be updated instantly.
Provide a digital catalogue they can interact with and
provide click and collect details for the next day they
can email/text to themselves.

Targeted Indoor Marketing
Dynamic interactive content can be delivered in store
by using stand alone, shelf mounted and shelf edge
screens combined with iBeacons and bar code scanners.
With a content management system shoppers can be
given highly targeted information and promotions via
digital screens – in real time.
Further, using video analytics (footfall and attention
time for instance) patterns of behaviour by customer
segments can be discovered. This allows cross sell
and upsell, steering customers within departments,
and testing attractiveness of products, services and
messages.
Ultimately in store marketing effectiveness can be
tracked and managed.

Bringing Online to Life In-store - Phygital
Taking the in store/on shelf screens a step further
shoppers can interact with these displays directly from
their smartphones.
Using NFC, QR codes or Snapcodes they be taken
directly to any sites you decide and provide an online
experience in store. This can also be driven by bar code
scanners – holding a coded product up to a screen will
provide much more detail on the product.
Further by combining this technology with digital
screens and a CRM or loyalty program shoppers can be
served targeted promotions specific to them – based on
previous shopping histories and preferences.
You are more in control and can fulfill the
“showrooming” effect.

Create Impactful In-Store Theatre
Shoppers are actively wanting to engage like never
before and by providing with moments of fun and
surprise your product and brand will create memorable
excitement and engagement.
From large scale Virtual and Augmented Reality
experiences, digital graffiti walls, through to small scale
selfie opportunities and interactive transparent screens
- almost any foot print can be accommodated.
Using social feeds directly at the point of sale their
memorable experience can easily be shared creating a
halo affect.

Generate Higher Engagement on Shelf
Shelf-edge messaging remains a very powerful tool.
The vast majority of purchase and up to 80% of brand
switch decisions are made directly at point of purchase.
Displaying dynamic moving images, though
technologies such as shelf edge video and short throw
projectors, creates disruption and engagement at much
higher levels than paper or card alone.
By integrating electronic shelf labels you can remotely
change your shelf-edges across one store, or every
store, anywhere, in seconds.
Adding audience monitoring to the shelf edge will allow
you measure dwell time, engagement and demographics
of the viewers.

Produce Digital Content That Wows
As with all other aspects of online life, content remains -
and will remain - king.
With the increasing sophistication of digital content
tools and the huge options a shopper has to generate,
and publish their own content it is vital to stay ahead of
the game.
Using sophisticated studio management and online
approval tools, full 3D and visualisation studio right
through to content management system, we create
engaging and impactful content distributed to wherever
and whenever you need it.

The Future of Omnichannel
• It is clear that shoppers have increasing desire to
shop how and where they want
• They also want the technology enabling them to
do this
• Social media sites will increase the focus and
sophistication of their advertising and selling
models
• There will be no one channel better to sell than
another - right place, right time
• Relying on growth from a single channel is
unsustainable
• Reordering tools and algorithms will increase
penetration
• Mobile will only increase in importance

In Summary
• Omnichannel it not a concept of a future vision –
it is todays reality
• Retailers and brands that harness this will reap
the rewards
• Investing in store technology will pay dividends
very quickly
• Big data is not a buzz word but a very powerful
tool
• Personalisation and experience are the two
concepts to crack
• Remember shoppers expect a seamless
experience across all channels.
• No channel is more, or less important than
another

Thank you
Simon Etchells | Group Digital Director
The Delta Group
Simon.Etchells@lickcreative.com | +447866925451