HRO WDKA Retail 2030 Iskander Smit Shopping 2020

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  • Shopping2020 & digital future of retailSeptember 9, 2015 Iskander Smit, @iskandr


  • Iskander Smit | @iskandr

  • "Shopping"2020" 2"


  • DigitalStrategy



    Online platforms

    Lean Service Design

    Agile (content) marketing

    API with rich appsLean UX, Scrum, Devops

    Platform architecture

    Managed services

  • Hackathon Personal API


  • AMS

  • 16 retail organisations 460 experts 19 research topics

  • "Shopping"2020" 3"


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

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

  • "Shopping"2020" 15"


  • "Shopping"2020" 17"

    7&YEARS&AGO?&Predicting the future is hard

  • Shopping 2020 73




    10% 3% 15%





    5% 3% 4%

    Laptop Desktop TabletSmartphone 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 (%)

    Base: all experts who have given their vision on the total market and have evaluated a specific segment (n= 268)

    2013 2020

    FUTURE TOUCHPOINTS Laptops and desktops are believed to be replaced by tablets & phones Interactive TV will also gain market share (9%) but Smartware (watches and glasses) will remain small

    70% online shopping = mobile

    GFK research Shopping 2020, 2013

  • Mobile shopping

    Flurry analytics

  • Wearables are taking off

  • a future inhabited by people

    for whom the words offline, online

    and mobile have become irrelevant


  • The Internet of Everything

    Sensoring all of our life

  • The You-Web

  • Traditional app model

  • Notification layer binds the devices into a context relevant service ecosystem


  • six trends

  • 1. hyperpersonalisation

  • trend 1

    Hyper personalisation of all


  • Editd runs the worlds biggest apparel data warehouse

    Data service provider


  • 2. real experiences

  • Local driven super market Landmarkt

    Real experiences balancing a data-driven world

  • Kies een leuke achtergrondkleur

    Immersive experiences

  • Fab.

    Social curation

  • With ASAP people can share their fashion catches and get styled

    Social curation

  • trend 2

    Pop-up experiences

  • Ephemeral media

    Snapchat, Periscope, Snapchat, Taptalk, Beme

  • 3. hybrid shopping

  • Hybrid shopping as default

  • 04

    Key Takeaways 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

  • 4. non-lineair journeys

  • Hands-free shopping

  • "Shopping"2020" 38"


    Asynchronous customer journey

  • Net a Porter connects the TV runway to the webshop

    Watch & shop

  • Frictionless

    Disney magic bands

  • 5. retail in the cloud

  • trend 5

    Retail will be in the cloud

  • trend 5

    Retail will be in the cloud

  • Amazon Fire phone introduces scanning and buying

    Everything Store

  • Bots as intermediairMaking personalisation tangibleGoogle, Siri, Cortana

    Conversational UI

  • 6. store everywhere

  • trend 6

    The store is everywhere


  • Fancy Glass app combines curated shop with color exploring

    Connected ecosystems

  • Amazon Dash

    Everything Store

  • Mono functional retail

    Amazon Dash

  • 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

  • Possible futures


  • 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.

  • "Shopping"2020" 48"


  • Become an API

    Focus on dataThink beyond your own storeMake open relations

  • Build an community

    Value customer relationsBe an expertUse platforms for transactions

  • retail as media

  •, Jules Holleboom, 2014

  • product as platform, Jules Holleboom, 2014

  • social proof, Jules Holleboom, 2014

  •, Jules Holleboom, 2014

  • The digital future of retail. It is all about platforms and communities.

    Retail as media.

    Iskander Smit,, @iskandr, 06-24532388