Future of Shopping_Ashutosh Didwania

Future of Shopping Enabling a “personal digital assistant” for shoppers

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May 22, 2014

IBM Xcite ‘14 Tokyo, Japan

Shopping has mirrored technology waves to the T..

Shopping Yesterday Shopping Today Shopping Tomorrow

Brick & Mortar Store Brick & Mortar Store

Online Shopping

mCommerce

Omni-channel

Shopping tomorrow would go back to the good old

“shopping friend & guide”

Just that…In a DIGITAL way

…and tomorrow is already here..

Mobile devices are now acting as personal digital

assistants, with the help of context..

Personal Digital

Assistant

Motive

Location

History

Preference

Customer

Time

Customer’s Contextual Information

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Digital Assistant 1.0: Digitizing real world objects

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Channeling customer impulse by digitizing

newspaper advertisements through augmented reality

7 Image source: http://www.theautochannel.com/news/2011/11/22/015623-all-new-mazda-bt-50-augmented-reality-australian-first-view.1-lg.jpg

Add to Cart

View Product Details

Purchase via mobile store

Product Store

Product poster

1. Scan product poster 2. View product details & price 3. View offers & promotions

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Product posters at shopping malls & airports are no

different…

Indoor map navigation to the store

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Directing towards location of action through indoor

maps..

Product Store

Product poster

Digital Assistant 2.0: Its all about the context!

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Context based engagement: Beacons

Omni-channel

Event Location Loyalty History Time Preferences

Context Levers

Event & History Based Notifications using Beacons Notifications triggered by special occasions, purchase history, CRM data

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Happy Birthday Jessica! Gucci offers you a 40%

discount on bags on this special occasion

Gucci

The customer is within a 60m radius of the Gucci store at Takashimaya

Jessica, we have new stock of your favorite

Gucci bag. Want to try?

Loyalty & Location Based Notifications using Beacons Notifications by loyalty status, wish lists, scanned newspaper coupons, etc

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Jessica, your Seiyu loyalty points make you eligible for a 30% discount on all

grocery items. Avail?

Thanks for visiting Seiyu Sangenjaya. Please avail your discount coupon

The customer is within a 60m radius of the Seiyu Sangenjaya Store

Digital Assistant 3.0: Combining context levers & transforming core processes

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Combining multiple context scenarios to trigger

appropriate notifications at the right time

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Customer enters

a predefined

geo-fence

System determines Context in

space, time and product dimensions Sends communication to the

customer with most relevant

offer

SHOPPER AT SEIYU

SANGENJAYA

HEAVY Wine

Enthusiast

FREQUENTLY

Purchases in the evening

April 15 may as well prove to be a crucial date! 16

Combining Context with Wearable technology Wearables are now out in the open..

Hands-free Payments through Beacons

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Let customers pay without a halt!

Pieces for setting up

the Digital Assistant

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Implementing the Digital Assistant Ecosystem

Mobile app Beacons/ Wi-fi CRM Context aware app Content delivery Digital assistant

Geo-fencing Location tracking

Alert trigger

Customer data Context inputs

Analytics Loyalty

Wearables Future proofing

Hands-free action

Digital Assistant 3.0

Digital Assistant 2.0

Digital Assistant 1.0

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Commerce Platform E-Commerce

Catalog & Order Processing Omni-channel

Retailer Assistance Enabling Stores, Store Managers &

Attendants to engage in a better way

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Using beacons to determine the in-store hotspots

Detect store entry through geo-fencing and offer loyalty points

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Digitizing physical movement of customer for better

in-store experience

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Empower the Store Managers & Attendants Notify them of the right information at the right time!

Get notified when a high value customer enters the store

Its Marcus Milner’s birthday today. He loves Red Wine

3 of 4 items on Marcus Milner’s wish list are in

stock today

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Shopping is meant to be fun..

let the “personal digital assistant” make it so..

Disclaimer: All the husbands & boyfriends in the room, apologies!

Thank You! Ashutosh.Didwania@cognizant.com Market Lead, Mobility Asia Pacific Cognizant (NASDAQ: CTSH)

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