Embed Size (px)
DESCRIPTION
Our point of view about digital and retail
Citation preview
DIGITAL IN-STOREFANTASY REALITY
DIGITAL TOOLS IN THE RETAIL SPACE
vs
FANTASY
REALITY
WHAT IS INNOVATION ?
THE NEXT BIG THING OR NOT...
THE NEXT BIG THING BEACONTHE NEXT BIG THING ?
THE NEXT BIG THING ? BEACON
SHOP TO CUSTOMER INTERACTION : TECH EVOLUTION
1999 2013
REALITY : MOST OF WHAT BRANDS ACTUALLY WANT TO DO WITH THIS...
COULD BE DONE WITH THAT.
"TECHNOLOGY"
THE NEXT BIG THING... OR NOT
DONT THINK
THINK"BENEFITS"
BENEFITS FOR YOUR BRAND !!BENEFITS FOR YOUR CUSTOMER
EXAMPLES OF LACK OF BENEFITS OR !
!
!
!
NO UNDERSTANDING OF WHAT IS RETAIL
THINK BENEFITS
DONTs
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
- WORKS ONLY AT NIGHT
- COMPLEX INTERFACE AND INTERACTION (KINECT)
- UNSECURE
DONTs INTERACTIVE WINDOW
> DIGITAL IN-STORE IS ABOUT "EASINESS"
RALPH LAUREN, INTERACTIVE E-SHOPPING
WINDOW (2007).
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
MORGAN FLAGSHIP CHAMPS ELYSEES INTERACTIVE FITTING ROOMS : FACEBOOK LINK...
> DIGITAL IN-STORE IS ABOUT "BUSINESS"
DONTs INTERACTIVE FITTING ROOM"MORE YOUR CUSTOMER STAY IN THE FITTING ROOM, LESS YOU EARN MONEY"
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
> DIGITAL IN-STORE IS ABOUT « REAL PEOPLE"
JOHN LEWIS VIRTUAL CLOTHES TOUCH SCREEN
DONTs 3-D CLOTHES"I LOOK FAT !!" : BAD VIRTUAL EXPERIENCES
EXAMPLES OF LACK OF BENEFITS OR NO UNDERSTANDING OF WHAT IS RETAIL
FERRARI CAR CONFIGURATOR ON IPAD
DONTs "I CAN DO IT AT HOME"
> DIGITAL IN-STORE IS ABOUT «SENSORIALITY"
FORGOT TO USE THE REAL FABRICS/PRODUCTS IN THE SHOP AND LIMIT THE DIGITAL EXPERIENCE TO A TINY INTERACTIVE SCREEN
WHAT WE THINK ABOUT DIGITAL IN-STORE
SINCE 2007, OUR GROUP MIXED RETAIL AND DIGITAL EXPERTS. WE UNDERSTAND WHAT IS A SATURDAY AFTERNOON IN A STORE, WHAT ARE PEAK HOURS, WHAT IS THE REALITY OF RETAIL… !SO WE CREATE DIFFERENTLY
SHOW GUIDEHELP SELL ENTERTAIN
5 MAIN DIGITAL IN-STORE SOLUTIONS
DIGITAL IN-STORE = 5 MAINS GOALS
SHOW GUIDEHELP SELL ENTERTAIN
Hey! I'm here !
5 MAIN DIGITAL IN-STORE SOLUTIONS
WINDOWS, BUILDING FACADE : LET PEOPLE KNOW WHERE YOU ARE AND WHAT YOU SELL.
SHOW
SHOW THE SIZE OF THE BIGGEST MALL IN EUROPE
4 TEMPS
SHOW
840 LED VIDEO SCREENS, 240M LONG
BIG NON INTERACTIVE SCREENS : SHOW WHO YOU ARE, WHAT YOU SELL
NESPRESSO CORNER
SHOW
SHOW GUIDEHELP SELL ENTERTAIN
You can't sell products people can't see
5 MAIN DIGITAL IN-STORE SOLUTIONS
HELP
SMALL NON INTERACTIVE SCREENS : INFORMATIONS ABOUT THE PRODUCT CATEGORIES
SHOW GUIDEHELP SELL ENTERTAIN
You can't sell products people don't understand
5 MAIN DIGITAL IN-STORE SOLUTIONS
SELL
INTERACTIVE TOUCH SCREENS : EXPLAIN, COMPARE AND BUY NESPRESSO COFFEE CAPS
SELL
SELL
FOR THE SALEFORCE : CRM AND E-SHOPPING TABLETS
SHOW GUIDEHELP SELL ENTERTAIN
Just WOW
5 MAIN DIGITAL IN-STORE SOLUTIONS
ENTER TAIN
18M LONG INTERACTIVE AQUARIUM
SO OUEST
ENTER TAIN
PHOTO-CALL LINKED TO FACEBOOK
ENTER TAIN
2 MECHANICAL PIANOS, 1 INTERACTIVE "JUKEBOX" (TOUCH SCREEN )
ENTER TAIN
DIGITAL EXPERIENCE : BRAND CONTENT ON 40M2 LED SCREEN, PRODUCTS INFORMATIONS ON INTERACTIVE TOUCH SCREENS, LINKS TO FACEBOOK & TWITTER...
PEUGEOT AVENUE
ENTER TAIN
LIGHTPAINTING WITH YOUR BODY 40 M2 LED SCREEN, 1 KINECT
SHOW GUIDEHELP SELL ENTERTAIN
Where are you ?
5 MAIN DIGITAL IN-STORE SOLUTIONS
GUIDE
INTERACTIVE DIRECTORY
DIRECTORY
SHOW THE BRANDS, SHOW THE PATH
DIGITAL IN-STORE IS NOT ABOUT TECHNOLOGY, IT'S ABOUT ENHANCE OR COMPLETE THE 2 SPECIFICITIES THAT AN IN-STORE VISIT OFFERS (WHICH WILL NEVER BE POSSIBLE ONLINE) :
OUR POINT OF VIEW
HUMAN CONTACT & SENSORIALITY
IF YOU CAN DO IT AT HOME...
IF YOU HAVE THE SAME SCREEN SIZE AT HOME...
IF YOU DONT INTERACT WITH SALESMEN...
IF YOU DONT USE REAL THINGS (FABRICS/PRODUCTS...)...
IF YOU DONT UNDERSTAND RETAIL BUSINESS & SPECIFICITIES...
IF THERE IS NO BENEFITS FOR YOUR BRAND OR YOUR CUSTOMER...
OUR POINT OF VIEW
DONT DO IT.
!!BRUNO AURET Partner @ RAYMOND !SAGUEZ & PARTNERS !21 years in the internet industry. !100+ e-commerce international websites included Louis Vuitton, Clarins, Club Med, La Roche-Posay USA... !2007. Meeting with Olivier Saguez, founder
of SAGUEZ & PARTNERS Group (one of the european leader in retail design, 180 employees). We started RAYMOND, the digital subsidiary and make work together retail and digital experts.
!2014. Main references in digital in-store :
Nespresso, Peugeot, Altarea, Unibail-Rodamco, Crédit Foncier, L'Oréal, So Ouest, Bouygues Telecom, Qwartz...
WHO AM I
VOTRE CONTACT : ANTONY DE BASCHER 01 41 44 15 53 / [email protected]
YOUTHANK
YOUR CONTACT : !ANTONY DE BASCHER !01 41 44 15 53 [email protected] !www.raymond-interactive.com
www.facebook.com/raymondinteractive
www.twitter.com/Raymond_Agence
!14, rue Palouzié 93400 Saint-Ouen !
