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digital disruption in retail: beyond the buzzwords
Clo willaerts
Mechelen, 26 september 2017
Clo willaerts?
Managing Director at Dentsu Aegis Network Consulting Belgium
Mother of 2
Girl geek
Eternally curious
Tech optimist
Digital commerce
Digital disruption: a perfect storm
•More data
•Better
hardware
•Better
software
More data (e.g. customer data)
Convenience for all sides
Behavior analysis
Customer journey
Prediction
Hyper targeted
advertising
Cosmose omnicookie
Connects offline stores with online
ads
Target: people who visited your
stores or your competitors’ stores
Measure which online ads are
selling offline
Hoxton analytics
provides 95% footfall accuracy
is 80% accurate at identifying
gender
sensors can be easily installed
throughout and outside a store.
can track outside traffic, in-store
occupancy, dwell times, group size,
demographic details and brand
recognition
Better hardware (e.g. Cloud & quantum
computing)
Pepper
$1,700 upfront
+ $134 /month (maintenance)
+ $89 /month (insurance)
Amazon warehouserobots
Better software (algorithms,
artificial intelligence)
Chatbots
Automated content
creation
Ecommerce
recommendations
More here:
marketingaiinstitute.com/
blog
KLM Facebook chatbot
Taboola personalizedcontent
personalized discovery and monetization
platform for online video content.
applies a pure mathematical approach,
researched and developed by former
leaders of Israel's National Security
Agency
a hybrid solution utilizing both
contextual and behavioral (user
tendencies and patterns) algorithms
Read more at CB
Insights: https://www.cbinsights.com/com
pany/taboola
OK.Now what?
The role of the store changes
#instagrammable
#authentic
#shareable
The role of the customerchanges
UX = User Experience
Convenience is king
The role of youremployees
changes
Friendly expert
Consultant
The conclusion?
In-store: experience
Customer centric
Employee retention
Thank you very [email protected]