© Shopping 2020Source: iStock

Amstelveen, 4th of March 2014

SHOPPING2020Abraham Lincoln — 'The best way to predict your future is to create it' .

© Shopping 2020 1

What is Shopping2020?

Key Findings

Shopping2020 Action Plan

Participation Possibilities

Table of Content

© Shopping 2020 3

About the Shopping 2020 research programHow do consumers shop in 2020?

Shopping 2020 is a research program launched in 2013 by 16 industry organizations in order to answer the following question:

“How do consumers shop online in 2020 and which actions need to be undertaken on annational, 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

© Shopping 2020 4

Shopping2020 was formally launched on the 13th of June 2013The end results of the research program are presented mid March 2014

Micro Trends

MesoTrends

Macro Trends

19 expert groups were defined to identify and substantiate key trends

The synthesis lists the most important findings and defines an overall

action program

The research study and experts were

determined and the kick off prepared

444 experts and 12.000 consumers were interviewed

in two separate studies

Based on the weighted trends the expert groups

determined the key actions

Desk research(1 mar. – 1 jun.)

Expert Trend Analyse(13 jun. – 15 dec.)

Wisdom of the Crowds(15 oct. – 25 nov.)

Action plans(15 oct. – 15 dec.)

Synthese(15 dec. – 15 mar.)

© Shopping 2020 5

19 expert groups were defined to create a vision on shopping in 2020In each expert group experts from the scientific, political and business community are participating

ShopperBehavior

Cross border (e)Commerce

TechnologicalFuture

TouchpointsEcology Political & Legal

Orientation Selection

Transaction Delivery

BusinessModels

Omnichannel Organization

Security & Fraud

The New Shopping Street

Smartershopping

Supply Chain

Future Trends

Customer Journey Key Themes

TravelAction plan

Finance Action plan

Retail Action plan

…Action plan

Action Plan

Shopping2020

Customer Care

Customer

Data Value

Management

Online Entrepreneur-

ship…

Shopping2020Vision

All 19 expert groups created their own report on which basis a synthesis was written.

© Shopping 2020 6

The Shopping2020 has been initiated by 16 industry associationsAnd is supported by experts from the business, science and political community…

Founding Partners: Science partners:Knowledge partners:

Program mgt: Jorij AbrahamMar/Com: Inge DemoedResearch: Eveline PoerinkEvents: Marin Wiellersen

Travel Retail Finance

Expert groupShopper

Behaviour

Expert groupCross Border (e)Commerce

Expert groupTechnological

Expert Group Future

Touchpoints

Expert Group Ecological

Expert GroupPolitical & Legal

…… … … …

Expert GroupOnline

Entrepreneurship

Expert GroupBusinessmodels

Expert Group Security & Fraud

Expert Group Omnichannel Organization

Expert Group The New

Shopping Street

Expert GroupSupply Chain

………

… …

Expert GroupOrientation

Expert Group Selection

Expert Group Transaction

Expert Group Delivery

Expert Group Customer

Care

Expert GroupCustomer data

value mgt.Arjen Bonsing …… … … … …

Board of Recommendation

ProgramBoard

FutureTrends

Key Themes

CustomerJourney

SupportTeam

…Dymfke Kuijpers

…Axel Groothuis

Ed Nijpels (chairman)

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

Shoppi

ng

Media partners:

© Shopping 2020 7

In total more than 460 experts have worked for half a year on Shopping2020

© Shopping 2020 8

Some intermediate results of Shopping2020

360 Vistors at ShoppingTomorrow

1000+ visitors at ShoppingToday

150+ expertgroup meetings

25+ external presentations

15.000 reports downloadedat Shopping2020.nl

20+ company visits

200+ press publications

2.500+ visitors at Shopping Together

2.000+ subscribers to Shopping2020bi-weekly newsletter

60+ planned inCompanyMaster Classes

460 experts involved

150+ companies participating

Supported by 16 industry associations

1.280 followers

Research study among 12.000 consumers

3.500+ Unique visitors p/w at Shopping2020.nl

© Shopping 2020 10

What is Shopping2020?

Key Findings

Shopping2020 Action Plan

Participation Possibilities

Table of Content

© Shopping 2020 12

The Dutch consumer expects to by 52% online in 202025% expects to not use the offline channel at all anymore

THE MARKET

Bron: GfK Consumentenonderzoek, November 2013 onder 12.0000 Consumenten

52

36

17

2020 –consumentenexpectation

2020 – expert opinion

2012

Expendituresin billions €

10 25-28Ø 25

Fashion: clothing 12Sport articles 14Home & garden 15Daily groceries 17Fashion: shoes & lifestyle 17Book 20Toys 20Consumer electronics 23Media & entertainment 24Telecom 31Travel packages 36nsurances 37Event tickets 40Flight tickets & hotels 41

Online purchases1

Percentage

Which products/services will for sure no longer be bought via physical retail?% respondents (n=11913)

xx

35-40

1 GfK definieert de volgende definitie voor online aankopen: aankopen via smartphone, tablet, desktop, laptop, instore devices, overige digitale devices (watch, glasses, …) en online aankoop afhalen op pick up point

Services

Goods

© Shopping 2020 13

The C2C market is already bigger than the B2C marketThe growth of the ‘share economy’ is expected to be huge

BRON: online search; Marktplaats.nl; Forrester

969393929491

2007

+1% p.a.

20122011201020092008

Consumer-to-consumer(c2c) turnover is growing 28 times fasterthan retail

Total retail turnover in the NetherlandsBillion €

The numberof C2C platforms is growingrapidly

C2C platformenJaar van oprichting

20041995 1999 2008 2009 2010 2011 2012

THE CONSUMER

1 Alleen data beschikbaar van 2010 en groei 2012-2013, voor 2010-2012 is een groei van 20% aangenomen (groei online markt was 19% p.a. in deze jaren)

2010 2012 20132011

~97,5 ~11 ~14

Turnover Marktplaats.nl1

Billion €

28%

© Shopping 2020 14

Technology will ‘grow’ closer to our bodyWe will buy more at an instant and expect 1-hour delivery

THE TECHNOLOGY

© Shopping 2020

Competition will increase on all frontsTHE COMPETION

Extre price& service transparancy

Consumer• Spends less• Group buying

Supplier• Brands selling direct• China selling direct

New entrants• Scrary 5 own the infrastructure• Foreign players enter the market

Substitutes• Share economy is growing• 3D printing is developing

© Shopping 2020 16

WHAT NOW?

Five new business models will arise…K

lan

taan

de

el

Product / Marktaandeel

Market

place

Twilight

zone

Market

space

Vertical Retailers(Brands)

Generic Retailers(Portals)

Specialist Retailers Market Makers

Optimizers

Service Providers

© Shopping 2020 17

Competition will more from focusing on price and service to innovationThis demands a new kind of organizational structure

!

WHAT NOW?

© Shopping 2020 18

What is Shopping2020?

Key Findings

Shopping2020 Action Plan

Participation Possibilities

Table of Content

© Shopping 2020 19

Shopping2020 will transform from research to action program in 2014-2015

© Shopping 2020 21

Four strategies & nine action programs have been defined to prepare the Dutch market and it’s companies for the Consumer of 2020

Four strategies Realized by nine programs

IVRealize this ambition in a sustainable way

▪ eCommerce Footprint

IIIIncreasing our (online) market by selling more across our borders

▪ Level Playing Field

▪ X-border pipeline

ICreate a seamless customer journey across the on- and offline channels

▪ One click buy

▪ E-ID

▪ The New Shopping Street

IIPosition the Netherlands as the eCommerce country for innovation, logistics and entrepreneurship

▪ Digital Gateway to Europe

▪ eAccelerator

▪ Further develop Shopping2020 as Knowlegdge Platform

▪ Communicate the results via:– Road shows– Master classes– Conferences– Etcetera

▪ Share know-how via the eCommerce handbook

▪ Train: the 7 success factors of modern entrepreneurship

▪ Programs for BV NetherlandsA ▪ For CompaniesB

▪ (Responsible) Advertising 2020

▪ …

▪ …

© Shopping 2020 22

Activation programs for companies

Communicate the findings via roadshows, event, master classes, …

Share know-how by writing the 2020 handbook with experts

Train: the 7 success factors for modern entrepreneurship

Know my existing and potential customers

Have organized my customer experience

Have a clear role in the value chain

Have optimized my customer reach

Am organized to realize my objectives

Can change fast and flexible

Use the relevant technologies

Ik …

© Shopping 2020 23

Part of the Shopping2020 Actionplan is to write the 2020 HandbookThe handbook is written and maintained by the expert groups…

Online Branding

Email Marketing

Affiliate Marketing

Seach Engine Opt.

Search Engine Adv.

Market PlacesSocial Media

Content Marketing

Campaign Management

Usability & design

Merchandising

Product Photography

Product Information Mgt.

Finance & Fraud

Online Security

Supply chain mgt.

Warehousing

Retail PackagingDelivery & Return Mgt.

Customer Care

Social Monitoring

Analytics & Big Data

Customer Retention

Basic

Best Practices

Advanced issues

Scientific Research

© Shopping 2020 24

Shopping2020 Sector & Company Activation Program 2014 / 2015Activating companies by sharing the Shopping2020 Insights

Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan.

Company Master classes

Shopping2020 Roadshow

Shopping Today

Expert Group Meetings

Multichannel awardregistration nominees

awards

Shopping Tomorrow

Shopping2020 Synthese

Program Board Meeting

Seattle Study Trip

New York Study Trip

Shopping Time

Shopping Together/Diner

Sector EventsDNW2020

Modint

NUVO

RCC

Gebra

eRetail ANVR

© Shopping 2020 25

…Travel Retail Finance

The Shopping2020 Program Organization for 2014

Founding Partners: Wetenschappelijke partners:Kennis partners:

Program mgt: Jorij AbrahamMar/Com: Inge DemoedResearch: Eveline PoerinkCongres: Marin Wiellersen

Board of Recommendation

ProgramBoard

ActionProgram Teams

Key ThemesExpert Groups

CustomerJourneyExpertGroups

SupportTeam

Ed Nijpels (voorzitter)Bernard Wientjes (VNO-NCW)Leendert-Jan Visser (MKB NL)Arie van Bellen (Directeur ECP)Martijn van Dam (kamerlid PvdA)Jan Kees de Jager (vml. Min. Financiën)

Cor Molenaar (Erasmus Universiteit)Kitty Koelemeijer (Universiteit Nyenrode)Walther Ploos van Amstel (Vrije Universiteit)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 (CEO 3 Suisses)Annemarie van Gaal (CEO van Gaal & Co.)

Dick Boer (CEO Ahold)Herna Verhagen (CEO PostNL)Nick Jue (CEO ING NL)Michiel Buitelaar (vml. COO Sanoma)Danny van der Eijk (Chairman Achmea)Harry van Dorenmalen (CEO IBM Europe)

Netwerk partners: Media partners:

Orientation Selection Transaction Delivery Customer Care

(Online) Branding

Direct Marketing

Performance Based

…

…

Market Places

Search Engine Marketing

Content Marketing

….

…

Usability & design

Merchandising

Product Photography

Product Info. Mgt.

…

Payment & Refunding

Fraud Management

Hosting & Security

…

…

Purchasing & Supply chain

Warehousing & Returns

Retail Packaging

Delivery & Service.

…

Customer Service

Brand Monitoring

Analytics & Big Data

Customer Retention

…

E-ID

One Click Buy

The New Shopping Street

Digital Gateway to Europe

E-Accelerator

Level Playing Field

Dutch Export Pipeline

E-Commerce Footprint

Advertising2020

…

…

…

Concept Modelling

Cross Border (e)Commerce

Omnichannel Organisatie

Nieuw ondernemen

System IntegrationDe Slimme Winkel

Agile DevelopmentCommerce Platforms

Mobile Commerce

Winkel Concepten

…

Wetgeving

© Shopping 2020 26

The expert groups have as main goal to write a chapter in the handbookThe set-up of each expert group is as follows

Goal: • Write a chapter for the handbook including

both basics, best practices, solutions to advances issues and links to further reading

• Optionally do further research into a specific area within the expert group’s field of interest.

Experts:• Specialists who are known for their expertise

(e.g. professors, researchers, consultants).• Retailers (goods & services) who are end-

reponsible for the expert group theme within their company.

Experts are invited in close cooperation between the chairman and host of the expert group and Shopping2020.

Method:The book is writing using Wikimedia as platform. Each expert group meets 4 – 5 times to discuss specific content of the chapter. Goals is to create a print version end January 2015.

Obligations for experts:• Share expertise and own insights• Write sub-sections of the chapter• Learn & have fun

Obligations for the expert group chairman• Chair the expert group meetings• Coordinate the writing of the chapter• Guard the quality of the chapter’s content

Obligations for the expert group host• Facilitate the expert group meetings• Participate as expert within the group• Support Shopping2020 financially

© Shopping 2020 27

Roadshow & Master classesThe road show is open for all local companies

Master classes:• Are given at individual companies meant for

(higher) management and board level• Time slot: 1 – 3 hours• Presentations focus on the overall findings.• At request a detailed presentation of one or more

expert groups can be given.

Roadshows:• Goal is to organize a roadshow in each province

together with local city counsels• Entrance is free for members of participating

associations & local SME retailers*.• Registration is mandatory at Shopping2020.nl• Set-up:• 17:30 Coffee, Tea & Sandwiches• 18:00 Introduction Shopping2020 • 18:15 Trends, Scenario’s & Ambition• 19:15 Break (Coffee & Tea)• 19:30 How to prepare for 2020?• 21:00 Discussion & end of event

* If supported by local city counsel. No accessible for service providers.

© Shopping 2020 28

Shopping Today: The Shopping Event of the Year (23th of September)Sharing consumer trends, insights & best practices about shopping in Retail, Travel & Finance

Keynote speaker

Keynote speaker

Keynote speaker

Keynote speaker

Finance Travel Cross Border … …Retail

Networking Drink

Keynote speaker

Multi Channel Awards

Twinkle Top 100

© Shopping 2020 29

USA Study Trips: Seattle & New York

Goal: Inspire companies & create urge for change.Target group: Board of Directors & C-level.

Draft Seattle Program 2014:• 28/9: Arrival• 29/9: Visit Shop.org Annual Conferences Day 1• 30/9: Visit Shop.org Annual Conferences Day 2• 1/10 and 2/10: Visit Amazon, REI, Nordstrom,

Expedia, Microsoft, Nike, etcetera.• 3/10: Departure

Draft New York Program 2015:• 8/1: Arrival• 9/1 and 10/1: Visit Multichannel best practices

and New York Alley companies • 11/1: Day off • 12/1: Visit NRF Big Retail Show 2015 Day 1• 13/1: Visit NRF Big Retail Show 2015 Day 2• 14/1: DepartureInvestment: € 7.500 p/p per trip (only for participants).

© Shopping 2020 30

What is Shopping2020?

Key Findings

Shopping2020 Action Plan

Participation Possibilities

Table of Content

© Shopping 2020 31

Participation of Industry Associations in Shopping2020Industry Associations can become member of the Program Board of Shopping2020

Benefits for Associations:• Access to the program board of Shopping 2020 to

jointly steer the defined actions.• Promotion of own brand (listed at Shopping2020

website, reports, etc.).• Shopping2020 synthesis can be published under

own association name*• Access to the reports created by the experts. • Association members have the right to access:• ShoppingTomorrow: 2 persons. • ShoppingToday: 3 persons.• ShoppingTogether: all members**

• Association members receive a discount of € 200 for access to ShoppingToday.

• Support of own event with Shopping2020 content & experts.

• Access right to USA Seattle (additional: € 7.500 p/p) & New York study trips (€ 5.000 p/p).

Base investment: € 5.000

* With clear reference to Shopping2020 and its participants.** Depending if Shopping2020 can be hosted at the WWVD again.

© Shopping 2020 32

Participation by City Counsels & Municipalities in Shopping2020City counsels and municipalities can become City Partner of Shopping2020

City Partner Benefits:• Access to the Shopping2020 network of more

than 100 retailers and 460 business experts.• Local companies receive a discount of € 200 for

access to ShoppingToday.• Access to the Shopping Today conference on the

25th of September (max. 3 persons).• Access to all expert group reports.• Access to the final report for all local businesses.• The right to publish the final report under own

name for the local business community*.• An exclusive Master class of all Shopping2020

findings at a facility of the city/municipality.• Promotion of the own city/municipality as “City

Partner Shopping2020” (listed at Shopping2020 website, reports, etc.).

• Access right to USA Seattle (additional: € 7.500 p/p) & New York study trips (€ 5.000 p/p).

Investment: € 7.500

* With clear reference to Shopping2020 and its participants.

City Partners of Shopping2020

© Shopping 2020 33

Participation of B2C Selling companies in Shopping2020B2C Selling companies can become Premium Participant in Shopping2020

Premium Participant Benefits:• Employees (max. 3) can participate for free in

the expert groups of Shopping2020.• Access to all Shopping2020 expert group reports

and synthesis for internal use.• Promotion of own brand (listed at Shopping2020

website, reports, etc.).• Free entrance .to the three planned

conferences:• ShoppingTomorrow: 1 person;• ShoppingToday: 3 persons;• ShoppingTogether: free

• Additional employees receive a discount of € 200 for access to ShoppingToday.

• In company Master class about Shopping2020 findings including all GfK research results.

• Access right to USA Seattle (additional: € 7.500 p/p) & New York study trips (€ 5.000 p/p).

Investment: € 2.500.

Premium Partners in 2013

© Shopping 2020 34

Founding Partners of Shopping2020Service Providers can become Founding Partner of Shopping2020

Network benefits• Host of an expert group of Shopping2020:

▪ Expert group meeting at own location▪ First choice of an expert group theme

• Access to all Road Show meetings.• Access to the ShoppingToday, Tomorrow & Together

events (max. 3 p).

Knowledge benefits:• Access to all expert group reports & synthesis.• The right to publish the synthesis & expert group report

under own brand name*.• An in company master class of all Shopping2020 results.

Branding benefits:• Keynote slot at ShoppingToday with an A-brand client.• Promotion of own brand as Founding Partner of

Shopping2020 (events, website, reports, etc.).• Access right to USA Seattle (additional: € 7.500 p/p) &

New York study trips (€ 5.000 p/p).Investment: € 50.000 (split 50/50 over 2014/15)

* With clear reference to Shopping2020 and its participants and after written approval of Shopping2020..

Founding Partners in 2013

© Shopping 2020 35

Expert group Hosts of Shopping2020Service Providers can become Expert Group Host of Shopping2020

Network benefits• Host of an expert group of Shopping2020:

▪ Expert group meeting at own location▪ Jointly determine research theme

• Access to the ShoppingToday, Tomorrow & Together events (max. 3 p).

Knowledge benefits:• Access to all expert group reports & synthesis.• The right to publish the synthesis & expert group report

under own brand name*.• An in company master class of all Shopping2020 results.

Branding benefits:• Track slot at ShoppingToday to present group findings.• Promotion of own brand as Expert Group Host of

Shopping2020 (conference, website, reports, etc.).• Access right to USA Seattle (additional: € 7.500 p/p) &

New York study trips (€ 5.000 p/p).

Investment: € 30.000 (can be split over 2014/’15)

* With clear reference to Shopping2020 and its participants and after written approval of Shopping2020..

Expert group Hosts in 2013

© Shopping 2020 36

The Shopping2020 Team

Jorij Abraham

Programma Management

E: JorijAbraham@thuiswinkel.org

M: +31 6 52 84 00 39

Eveline Poerink

Expert Group Coordination

E: EvelinePoerink@thuiswinkel.org

M: +31 6 81 40 72 37

Inge Demoed

Marketing Communication

E: IngeDemoed@thuiswinkel.org

M: +31 6 34 42 84 12

Marin Wiellersen

Event Organization

E: MarinWiellersen@thuiswinkel.org

M: +31 6 19 99 10 81