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 much!Clo.Willaerts@dentsuaegis.com