Transcript
Page 1: Digital Thinking on Retail - keynote Interzoo Summit

DIGITAL DISRUPTION IN RETAIL

Designing retail in the digital era

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THE SALES FUNNEL IS DEADDigital is a revolution in buying behavior, not in media

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THE BIGGEST DIGITAL DISRUPTION IN RETAILis not e-commerce as such, but window shopping and same-day delivery

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DISRUPTIVE BUSINESS MODELSThe maker movement is to production what

blogging was to the publishing industry

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CURATION OF UNIQUE PRODUCTSCuration is the new flash sale

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DISRUPTION IN THE SERVICE INDUSTRYby unlocking the incredible potential of connected people

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RETAILERS DISRUPT MEDIA

Hired top editorial team from Harper’s Bazaar 1 million+ Facebook fans 328.000 followers on Instagram 1,78 million downloads for the apps !

Content builds the audience Very diverse contact strategy Incredible persuasive design

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DIGITAL RETAIL IS ALL ABOUT CONVERSIONEvery digital player is obsessed with converting reach into contact and contact into sales

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WHAT THIS MEANS FOR ADVERTISING, BRANDING AND CAMPAIGNING

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IT’S NOT THE WEBSITE, IT’S THE OBJECT90% of all shopping is happening outside the website.

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(Reed’s law)

STUMBLING IS THE NEW SEARCHINGso photography and design is more important than ever

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(Reed’s law)

STUMBLING IS THE NEW SEARCHINGso photography and design is more important than ever

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SUPER MARKET MODEL VS RETAIL MODELMost webshops fail to step outside

the supermarket paradigm

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BUILD CONVERSATION INTO THE PRODUCT Design for excitement and for sharing

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BEHAVIOR IS THE NEW BRANDINGand filters are the new brand building

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(Reed’s law)

WHAT IF THE DEAL IS THE NEW NORM?Design for uncomparability

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TACTICS IS THE NEW CREATIVE

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GET MANIACAL ABOUT PERSUASION DESIGNPeople can only understand relative value, not absolute.

Anchoring is propably the most evil force in todays economics (e.g. McDonalds 2.3 million claim)

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DESIGN IS STRATEGYEvery letter, every e-mail, every website is the only interface through which

customers touch upon the strategy. Strategists tend to undervalue this.

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BUSINESS MODELS FOR THE NETWORKED WORLD

www.Paybacksweater.com Bacon Sprinkels on Kickstarter

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“THE NEXT REVOLUTION WILL BE PSYCHOLOGICAL, NOT TECHNOLOGICAL”

Rory Sutherland, TedxAmsterdam

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THREE AREAS YOU NEED TO MASTER TODAY

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1. BEHAVIORAL DESIGNBehavioral economics, persuasion design,…

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http://codingconduct.cc/Don-t-Play-Games-With-Me

http://www.slideshare.net/dings/pawned-gamification-and-its-discontents

http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)

When a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero.

2. GAME DESIGNGame design is not about fun. It’s about designing behavior and designing

interesting choices (Sebastian Deterding)

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Executing the strategy and achieving failure versus experimenting, optimizing and discovering the business model

“What differentiates digital thinking CMOs from their analog colleagues is aggressive experimentation” sue.am/18VGURy

3. LEAN START-UP

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