This document provides an overview of the Shopping 2020 research program. The program aims to understand how consumers will shop online in 2020 and provide recommendations for companies to adapt. It involves over 460 experts across 19 themes related to online shopping. The program is led by Deloitte and includes input from various academic, business, and government partners. The experts will develop a vision and action plan for how Dutch companies can successfully sell to consumers nationally, within Europe, and globally by 2020 given changing technologies and behaviors.

1. Mede mogelijk gemaakt door:
SHOPPING 2020 – SHOPPING TODAY
Orientation
© Shopping 2020
Victor Hoong – Director, Deloitte
Almere, 26 September 2013

2. Our orientation expert group
© Shopping 2020
Sanoma Media
Interbest
Snelwegreclame
Museum WebshopDeloitte Thuiswinkel.orgING Insurance ATAG Search Result
Van Haren Schoenen
B.V.
Deloitte
Hunkemoller Noppies Symfony|XIB
Zanox Deloitte Social Inc. Ahold Google D-reizen GfK
Carat Nyenrode
University
Samsung Electronics
Benelux
Deloitte Bol.com Social Inc. IAB
Yourzine Totaal Markt Deloitte Lectric Group Deloitte ComscoreAdobe
2
Wehkamp Haagse
Hogeschool
Nyenrode
University

3. © Shopping 2020 3
How to engage the consumer in 2020?
Orientation Expert Group
Today’s best practices
Trends
Visioning 2020
Recommendations


4. © Shopping 2020 4
A bit of history
Evolution of orientation

5. Orientation – 70 years ago
Print advertising (television emerges)
© Shopping 2020 5

6. Orientation – 20 years ago
Television advertising (and internet emerges)
© Shopping 2020 6

7. Orientation – 10 years ago
Internet shopping (and the rise of social media)
© Shopping 2020 7

8. Orientation – 6 years ago
Consumer devices emerge
© Shopping 2020 8

9. Shopping Today
Consumer devices
© Shopping 2020 9
• Youtube link: http://www.youtube.com/watch?v=MYBURgFgP7w

10. Question
Use the voting app
© Shopping 2020 10
Imagine this:
• It is the last week of November. Adidas has rolled Neo window
shopping across major cities.
• You are walking through a city centre while other stores are
closed and come across a Neo store
• How much would you use it?
A. I walk past it without stopping - what a gimmick!
B. I stop to have a play and mention it to my friends later
C. I look up sports equipment to check the price
D. If I find a good product I make a purchase – why not try it!
E. You get engaged in some way and return to try again later

11. Orientation – Consumer technology trends
Evolution of devices through natural selection
© Shopping 2020 11
Use mobile phone to
interact with consumer;
activated by consumer
“Today” “Tomorrow” “Next week”
Consumer - Identify & Interact
Use wearables for
natural transactions and
interaction (remove the
user interface)
Use bio-sensors to
identify consumer &
consumer needs (and use
throughout other phases)
Mobile, social, sensors, smart TV and other digital elements generate continuous
streams & huge amounts of diverse data (big data) that identify needs

12. “Tomorrow”: Wearables
© Shopping 2020 12
• Youtube link: http://www.youtube.com/watch?v=oWu9TFJjHaM

13. © Shopping 2020 13
Orientation – Tomorrow: Wearables
Wearables are (being made) available for many parts of the body
1
• Helmets 20%
• Glasses 55%
• Contacts 20%
• Wristbands 65%
• Armbands 40%
• Shoes 20%
• Shirts 31%
• Coats 26%
1. Percentages indicate preferred locations for wearable technology. Source: Wearable Technology Grows in Popularity, SSI, 18 sept 2013
Location Preference

14. A closer look: Smartwatches
Smartwatches are extension to mobile phone
© Shopping 2020 14
"In this world the role of the smartwatch is not to replace the phone
but to keep the data feed going and make it even more accessible“
Cambridge Consultants, September 2013
“Most of the smartwatches set to be introduced into the market in
the near term are expected to use a similar approach as the Galaxy
Gear device, with the devices only working as accessories to
smartphones”
IHS, September 2013
"I don't see that any vendor, with the possible exception of Apple,
can make smartwatches a mainstream success.“
Forrester, September 2013

15. © Shopping 2020 15
Wearable Service: Vivino
+

16. A closer look: Quantified Self
Self-knowledge through self-tracking
© Shopping 2020 16
• 69% of adults track a health indicator for themselves or others
• 21% of individuals who track use at least one form of technology
such as apps or devices
• 34% of trackers share their data or notes with someone else
Pew Research Center’s Internet & American Life Project, January 2013
“The broader potential for wearables is huge. Body-generated data
could be applied to any domain, such as relationships, productivity,
gaming, shopping, personal safety and identity validation, just to
name a few possibilities.”
Gartner, February 2013

17. © Shopping 2020 17
Example - Quantified self: Jawbone up
+
There’s a discount today on
Omega-3 cod liver oil at the
Etos (400m away)!

18. A closer look: Smart Glasses
A natural enhancement of the senses
© Shopping 2020 18
“Computing began, with mainframe computers in a backroom,
evolved to desktops, then to smartphones, and now to devices we
will wear, such as Google Glass.”
Ken Restivo, IDC, september 2013
“[Google glass is] a cognitive prosthesis, an extension to you,
enabling a computing environment where each experience is
uniquely tailored to your preferences, habits and personality.”
Forbes, April 2013

19. © Shopping 2020 19
Example - Wearable Service: Glashion
+
= Pay per gaze

20. Orientation – 2020
What’s next
© Shopping 2020 20

21. © Shopping 2020 21
ABOUT SHOPPING2020
How do consumers shop in 2020?

22. © Shopping 2020 22
About the Shopping 2020 research program
How do consumers shop in 2020?
Shopping 2020 is a research program whose goal it is to answer the following central question:
“How do consumers shop online in 2020 and which actions need to be undertaken on an
national, sector and company level upon that Dutch B2C selling companies can act on this
successfully, nationally, within Europe and globally.”
The motive for this research program is that the current retail, finance and travel
landscape is changing rapidly and despite the current economic crisis, companies
have to reposition themselves in order to survive beyond 2020:
• Changing consumer behavior (from single- to omni-channel);
• Disintermediation of the value chain (producers sell direct);
• Rise of new media (Google glasses, voice/virtual recognition)
• Product digitalization (gaming, 3D printing);
• Internationalization and global hyper competition (Amazon, Wallmart);
• etcetera…
Many of the developments are universal and reach across multiple
Industries and sectors.
Source: http://www.zazzle.nl/nederland_de_nederlandse_macht_van_het_honkbal_van_tas-149333394796361450

23. © Shopping 2020 23
19 key themes were defined to create a Shopping2020 Vision & Actionplan
In each expert group experts from the scientific, political and business community are participating
Shopper
Behaviour
Cross border
(e)Commerce
Technological
Future
Touchpoints
Ecology Political / Legal
Orientation Selection
Transaction Delivery
Business
Models
Omnichannel
Organization
Security & Fraud
The New
Shopping Street
Smarter
shopping
Supply Chain
Future Trends
Customer Journey Key Themes
Travel
Action plan
Finance
Action plan
Retail
Action plan
…
Action plan
Action Plan
Shopping2020
Customer Care
Customer
Data Value
Management
Online
Entrepreneur-
ship
…
Shopping2020
Vision

24. © Shopping 2020 24
In total more than 460 experts are working for half a year on Shopping2020

25. © Shopping 2020 25
The Shopping2020 has been made possible by a large community
Of Founding Partners, Hosts, Industry Organizations, Knowledge, Network & Media Partners
Founding Partners: Wetenschappelijke partners:Kennis partners:
Program mgt: Jorij Abraham
Mar/Com: Inge Demoed
Research: Eveline Poerink
Congres: Marin Wiellersen
Travel Retail Finance
Expertgroep
Shopper
Behaviour
Expertgroep
Cross Border
(e)Commerce
Expertgroep
Technologisch
Expertgroep
Future Touchpoints
Expertgroep
Ecologisch
Expertgroep
Politiek /
Juridisch
…… … … …
Expertgroep
Online
ondernemen
Expertgroep
Business
models
Expertgroep
Veiligheid / Fraude
Expertgroep
Omnichannel
Organisatie
Expertgroep
De Nieuwe
Winkelstraat
Expertgroep
Supply Chain
……
…
… …
Expertgroep
Orientation
Expertgroep
Selection
Expertgroep
Transaction
Expertgroep
Delivery
Expertgroep
Customer
Care
Expertgroep
Customer data
value management
Arjen Bonsing …… … … … …
Commissie van
Aanbeveling
Program
Board
Future
Trends
Key Themes
Customer
Journey
Support
Team
…Dymfke Kuijpers
…Axel Groothuis
Ed Nijpels (voorzitter)
Bernard Wientjes (VNO-NCW)
Arie van Bellen (Directeur ECP)
Martijn van Dam (kamerlid PvdA)
Jan Kees de Jager (vml. Min. Fin.)
Cor Molenaar (Erasmus Universiteit)
Kitty Koelemeijer (Universiteit Nyenrode)
Walther Ploos van Amstel (VU)
Erik Fledderus (Directeur TNO)
Heleen van Oord (Directeur DQ&A)
Giovanni Colauto (CEO Bijenkorf)
Harry Bruijniks (CEO Euretco)
Ronald van Zetten (CEO Hema)
Joost Romeijn (CEO Sundio Group)
Paul Nijhof (vml. CEO Wehkamp)
Annemarie van Gaal (CEO van Gaal)
Herna Verhagen (CEO PostNL)
Nick Jue (CEO ING NL)
Michiel Buitelaar (COO Sanoma Media)
Danny van der Eijk (Chairman Achmea)
Harry van Dorenmalen (CEO IBM Europe)
Netwerk partners:
Smarter
Shoppin
g
Media partners:

26. © Shopping 2020 26
More information can be found at www.shopping2020.nl
Here you can find all (intermediate) reports of all expert groups
Visiting address:
Horaplantsoen 20
6717 LT Ede
Postal address:
Postbus 7001
6710 CB EDE
Phone: +31 318 64 85 75
Email: info@shopping2020.nl