ThoughtWorks NRF Summary
Airline travel has always been deemed exotic, its mystique and
the status it gives passengers offers the perfect environment for
the social media led enhancement of brand reputation.Overwhelmingly
inflight retail is the place for luxury brands. For a start. behind
each purchase is a story...INFLIGHT SOCIAL MEDIA: THE PERFECT
PLATFORM FOR LUXURY BRANDS
Technology enhancing the customer experience and adding value to
the bottom line
Embraces technology offering customers the opportunity to
interact with a brand in ways we have never seen before.
Presents the customer the ultimate interactive experience.
Live catwalk shows filmed and beamed instantly to store Drones
are now regularly used on the catwalk to film runway shows, beaming
images direct to Burberry World LIVE and to 300 stores world wide
as well as streamed online and via social media
Bringing the catwalk directly into stores and simultaneously on
customers mobile devicesBurberry harnesses technology to make the
iPad and mobile device an integral part of the customer experience
offering instant accessibility and ordering capabilities
Making the runway a realityBurberry uniquely uses technology to
identify products, letting the user locate the item online or in
store, enabling further sizes, colours and options to be
viewed.
Large screens magically turn into mirrorsNear Field
Communication (NFC) Technology is used to identify when a customer
is within proximity of the screen and changes from a story telling
screen into a viewing mirror.
A digital app engages with customers by recognising
pre-programmed informationUsing an augmented reality platform with
a camera and touch screen, changing room facilities now enable
shoppers to view a magic mirror to try on an outfit virtually and
make purchases directly from the screen.
Within beauty areas, multi- functional screens show moving
content or changing imageryThese are linked to a changeable
lighting system so the mood of the counter can be changed in line
with the focus being displayed on the screens, thus creating a more
immersive experience for its customers
Digitally-enhanced interactive windows welcome shoppers with
style tips based on their current outfit Using NFC software
designed specifically for thestore, a camera will scan shoppers
profile, pinging options to their mobile device of items that would
work well with their chosen outfit.
3M+ Facebook fans are selected and invited to fashion shows and
special events in storeImagine being able to reach 3M+ customers in
one go and previewing coming seasons collections, streaming has
enabled customers to view catwalk shows live with ViP access to
pre-ordering. This has helped propel Burberry into the #1 Worlds
Most Recognised Luxury Brand status.
Constant customer engagement via social channelsHas resulted in
the iconic Burberry trench coat being given a new lease of life,
with personalisation. Fans around the world share images of their
beloved trench
RFID continues to be a trend, used to track and release
informationBurberry is embedding RFID chips that will unlock
bespoke content in order to entice consumers to pre-order bags and
coats from its upcoming collections
Your customised Trench ultimate personalisationMade to your
specifications, designed by YOU and shipped anywhere in the
world.
Not since the Industrial Revolution have we seen such dramatic
change in the social landscape Technology provides us all with the
most amazing opportunities and retail like many industries we stand
to gain from continued innovation in this sector
The connected consumer
Boomers and Millennials will continue to influence
retail.Source: Google Images
Social networks will serve as shopping platformsSource: Google
Images
Loyalty-wise: points-for-purchase model will no longer be
effectiveSource: Google Images
Retailers will continue to adopt and experiment with
technology
Social Responsibility will be ever more importantSource: Google
Images
Data will become more accessible and powerful
More retailers will take control of their value chain and
improve order fulfilmentSource: Google Images
More e-commerce sites will set up offline locationsSource:
virgin.com
Retailers will localise their product mix and store formats will
adapt and win
Mobile will continue to grow in all directionsSource: Google
Images
Stores with Omni-Channel will continue to thriveSource: Google
Images
Bottom line is all about the customer experienceSource: Google
Images
ThoughtWorks worked with Dominos Pizzato bring customers closer
to the ultimate pizza ordering experience.
A new style of IT emerging32
A new style of IT emerging33the consumer Journey
AwarenessEvaluationPurchaseUsageRepurchaseAdvocacyDirect
MailPRPrint/TVSocialE-MailE-BookWebsiteWebinarBlogSocialSEOE-CommerceIn-StoreCatalogAPPSalesSMSE-MAILCommunitySocialFAQE-MailDirect
MailWebsiteSalesCouponE-MailReviewsCommunitySocialEventConnecting
the dots of his journey.
You need to look at your customer & the touchpoints &
look at retail holistically.
FUTURE-PROOF YOUR BUSINESS TODAYTechnology products are customer
engagement tools or services consider these solutionsIndividual
product solutions will realise potential when they are part of a
strategic plan.Technology is your ENABLERFocus your customer at the
heart of your businessIdentify and solve your business problems
Why & Why NowDIGITAL TRANSFORMATION
Question: determining the strategy for transition of a 150 year
old heritage brand for the new millennium?
Answer: determine leavers for success to enable recreation of
the brand story for the modern age.
why does it matter NOW?What makes digital transformation so
important NOW? * DCX - Digital Consumer ExperienceSocial business
connections alone are not enough.Social business helps flatten
traditional hierarchies by empowering employees to connect,
communicate, and collaborate across traditional boundaries. But
without a vision for how to compete in connected markets and how to
create value for a digital customer, social is not the answer. When
leadership recognizes that existing business models, systems and
processes are ill-equipped to respond without big changes, digital
transformation is inevitable.
Brands are out of touch with digital consumer behaviours.Brands
are out of touch with their digital customers. Companies are
boosting technology budgets, but all is based on assumptions and
not from research into the new customer journey. Brands lack the
infrastructure to support next generation marketing efforts. Brands
have to start using insights stemming from the new DCX* as the
catalyst for internal digital transformation.Digital transformation
puts people at the centre.Every business says its customer-centric.
Really? Leading companies put people at the center of change. They
start with studying the data (digital footprints and preferences)
plus behavior to learn where to prioritize technology, resources,
and investments. The case for urgency is made in updating an
antiquated customer journey to a more accurate, adaptive, optimized
DCX.
1Vision & LeadershipDigital transformation an emergent
movement, is not yet recognized as a formal priority by most
businesses. This requires those leading to get a digital
transformation program in motion to make the business case. But,
the business case needs more than evidence or anecdotes; it needs a
story and a vision for what it looks like and what it delivers.
THE 3 KEY ELEMENTSWhat makes digital transformation so important
NOW?2THEDCXDigital customer experience begins with research,
studies behaviors and expectations throughout every stage of the
customer lifecycle. With information, digital transformation takes
shape by specifically aligning people, processes, and technologies
against goals to map an effective journey for digital
customers.3TRANSFORMATIONTEAMOrganizations form special teams to
bring people together to start talking and put change into motion.
These teams go by many names: digital circles, Centers of
Excellence (CoE), rapid innovation teams, digital acceleration
teams, and more.KEy elements
3 Key Elements for Digital TransformationVision &
LeadershipDigital Customer ExperienceDigital Trans-formation
TeamKEy elements
3 Key Elements for Digital TransformationWhere are you?Vision
& LeadershipDigital Customer ExperienceDigital Trans-formation
TeamDigital TransformationKey
QuestionsDigitalCustomerExperienceVision &LeadershipDigital
Transformation TeamWho drives your Change Program?WHERE DO YOU WANT
TO TAKE THE BRAND?WHAT DOES YOUR DCX LOOK LIKE?
THANK YOUFor questions or suggestions:
Ruth [email protected]
