Copyright © Econsultancy

Retail Innovation in Digital Customer Experience

August 2015

Ashley Friedlein

President, Centaur Marketing & Founder, Econsultancy

@AshleyFriedlein

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Agenda

1. Trends in digital

2. Retail digital innovation examples– Digital Marketing– Digital/Physical including in-store

3. Q&A

TRENDS IN DIGITAL

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“In the last few months the pace of change in our industry

has changed beyond all recognition […]

customers shopping very differently to the way they were

shopping even a year ago.”

Learning from the country with the highest smartphone penetration in the world

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Of mobile shoppers 13% do not shop at all in store and 53% not at all online.

Buying behaviour and process very different for mobile shoppers

The rise of the mobile *only* customer.The way we market to them is fundamentally different

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Which of these is the most exciting digital marketing opportunity over the next five years?

1. Customer experience

2. Content marketing

3. Social

4. Video

5. Mobile

6. Programmatic

7. Big data

8. Marketing automation

What 4,000+ marketers said…

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Customer Experience (esp. personalisation, service, multichannel)

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Video commerce

Payments

Social commerce

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Redoute’s real-time weather billboards

Companies who are personalising web

experiences are seeingan average

19% uplift in sales.

Source: The Realities of Online Personalisation Report

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Summary

1. Adapting business models, new competitors, trying to be more agile, more innovative, responding to fast-changing customer behaviours

2. Competing on customer experience – personalisation, mobile, location, video, social, customer service, content, payments

3. Real-time / dynamic / programmatic – data-driven marketing at scale and in real time

4. Making the most of ‘omnichannel’ / ‘phygital’

RETAIL DIGITAL INNOVATION

Examples

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Digital marketing innovation in retail

1. Argos

2. Very.co.uk

3. Burberry

4. Unilever (Knorr)

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Argos: real-time digital advertising driven by CRM

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Very.co.uk: the first personalised video banner that is integrated with consumer data in real-time

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My Burberry perfume – omnichannel personalisation

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Unilever (Knorr) / Aftonbladet – ‘physical retargeting’ using iBeacons

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Digital/Physical including in-store

1. Concept stores

2. Rebecca Minkoff

3. Target

4. Schuh

5. Delivery innovation

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Concept stores springing up everywhere

Argos, VariousHouse of Fraser, Aberdeen

Waitrose, Swindon

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The art of the possible

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Rebecca Minkoff – ‘connected store’

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Target – mobile-loyalty-endless-aisles…

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Schuh – customer service innovation

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Delivery innovation

Q&A

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