Embed Size (px)
DESCRIPTION
At the 2011 iMedia Breakthrough Summit, Wade Allen, VP of Retail at Rockfish and Devora Rogers, Director of Product Strategy at IPG Lab, delivered this presentation on the "Brave New Despite rapid advances in information technology, social connectivity, and digital communications, the retail shopping experience has evolved little for the past fifty years. But today, converging macro trends in pricing, technology and mobile are poised to radically reinvent shopping. Meanwhile, new insights into shopper behavior enables brands and retailers to influence purchase in powerful ways. Retail as we know it, will never be the same.
Citation preview
The Brave New World of Retail
The Brave New World of Retail
Wade AllenVice President of Retail at Rockfish
Devora RogersDirector of Product, Retail IPG Media Lab and Shopper Sciences
Supplier powerSupplier power
Distribution
Retailer powerRetailer power
Negotiation
Shopper powerShopper power
Information
Shopping transformation
Retail 1.0 Retail 2.0 Retail 3.0
Retail Evolution
Are we giving shoppers what they want?
4
Will technology help?
Can Evolution of Retail Tech Ease Shopper Barriers?
Information Confidence Validation
Nu
mb
er
rep
ort
ing
the
ba
rrie
rs
Across all categories, shoppers get stuck in the purchase process based on three ‘barrier nodes’ at or above SHS norms
Across all categories, shoppers get stuck in the purchase process based on three ‘barrier nodes’ at or above SHS norms
Smart Phone Growth & Shopper Influence
Changing the way we shop• Mobile barcode scanning TRIPLES on Black
Friday
• Paypal cites 310% increase in mobile shopping on Black Friday
• 73% of mobile users prefer to use their smartphones for simple tasks rather than interact with an employee.
Sources: MobileMarketer, Paypal, Accenture
Retail: Now and in the future
“THE FIRST Law of Technology says we invariably overestimate the short-term impact of new technologies while underestimating their longer-term effects.”
John Naughton
Augmenting Retail Reality
Easing Apprehension
Virtual Sampling
Adding Transparency
Improving Couponing
Group Clout
Centralized Customer Service
Social Persuasion
Purchase Show and Tell
Audience Measurement and emotional response
Color selection
Trying on lipgloss
The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.
-Mark Weiser, 1991 “The Computer for the 21st Century” Scientific American
Powerless Printed Coil Technology
THANK YOUWade Allen Devora Rogers
