SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience

Kiosks, Mobile and the Evolving Retail Experience

FK Funderburke and Hilding Anderson

Speakers

FK Funderburke

Hilding Anderson

The Changing Retail Experience

The Situation: retailers are under pressure – just barely back to 2007 holiday season levels

And e-commerce takes up a growing percentage of overall retail sales

Tale of two companies

Consumer’s shopping process is no longer linear

  A proliferation of engaging digital touch-points

  Non-linear, cross-channel

  Web-first for many consumer buying decisions

New technologies: touch screens, interactive displays, digital signage, mobile are changing the way consumers shop

We’ve rediscovered the power of Touch (in a good way!)

Interactive displays

Digital Signage

Microsoft’s 2-D “TAG” barcode

Mobile Wallet

RFID technology

QR coded advertising

QR code redemption

We are witnessing the integration of these new technologies into the evolving retail experience

Mobile Couponing

The way we do simple, everyday tasks has changed

The way we shop in a store has changed too…

The Future of Retail

Our vision of the future of retail

1.  Mobile is ubiquitous…and an enabler

2.  In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets

3.  Interactive kiosks will become more important and common, with increased functionality and deeper integration into the retail experience

4.  Digital Signage in-store will grow…and integrate into kiosks

5.  Loyalty will become a central component…and tie into social media

6.  The continued importance of .Com channels

7.  RFID & Checkout: New Ways To Buy…

8.  Social shopping: geo + mobile + physical

Mobile is ubiquitous…and an enabler

Actions / Benefits: Native Apps Check In Get A Deal Access Wish List Mobile Payments / Mobile Wallet View Rewards & Loyalty Scan Share Order

In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets

Actions / Benefits: Scan items Check Inventory Digital Sales Assistant Order & Pay for out of stock items Customer Reviews & Social Media Links Compare & Contrast Items Idle Screen = Digital Signage

Digital Signage in-store will grow…and integrate into kiosks

Actions / Benefits: Communicate Products & Offers Day-parting Social Media feeds News Video Instructional

Interactive Kiosks

Actions / Benefits: Scan Items and get suggestions – outfits, goes with Occasion based suggestions – Work, Weekend,

Whatever Configure Outfit – Save to Closet Take a Photo and Share Retail App – not in store, no problem News Feed – Surface Twitter Share outfits and experiences in store through

Social Media Idle Screen = Digital Signage Content – New Items, Specials, Twitter Feed

Loyalty will become a central component…and tie into social media

The continued importance of .Com channels

Actions / Benefits: Start shopping experience Immersive Heads up display of account Wish List Share with Friends

RFID & Checkout: New Ways To Buy…

Actions / Benefits: Living Sales Ticket Scan for Information Smart Inventory Quicker Check Out Lines Track your dog

Social shopping: geo + mobile + physical

Actions / Benefits: Your friends + your buying history = social shopping

What Does This Mean For The Business Of Retailing?

First let’s look at

when Social Media and Retail first met

Social Media and Retail: Rough First Couple of Dates

Retailers are just getting a handle on social media and your ability to write whatever you want about them

WHAT are they saying about my brand?

WHERE are they saying it?

WHO is saying it? WHY are they saying it?

HOW can I leverage what they’re saying?

HOW do I engage with them?

It’s a new CHANNEL!

I’m ok with this, I think.

But now you can come in, snap a picture, and compare prices online and near your location using an app

Retailers are still figuring out what to do with these new channels – how do you maintain control when consumers can price shop in every aisle

To address these changes, retailers are creating a new in-store experience

Digital Signage

Point of Sale

Mobile

Touch Display

In-Store Experience { }

With improved loyalty and rewards initiatives

And new floorplans and new designs

Which enable more personalization & data through brand-owned apps and experiences

Goals: Know Customers Better Leverage Data Improve/Increase Customer Affinity and Satisfaction

What Does This Mean For Consumers?

Consumers implications

  They will be watching: less privacy

  Improved channel choice

  More interactivity

They will be watching: less privacy

Consumers have many more connections to the brand

Improved channel choice

online store

search

partnerships

promotions print

syndication

microsites

display ads

communities mobile

tv/video

retail

THE BRAND

More fun in the mall

Privacy: the near future

Some important questions remain

  How comfortable will consumers be with the privacy implications of personalized product offers and location-aware apps owned by the major retailers?

  To what degree will physical stores continue to be important? The Redbox effect?

  How adaptable will the U.S. consumer be to the new kiosks and mobile device integration – walk in and swipe your phone on the kiosk?

Questions?

Appendix

Kiosks, Phones, Tablets, Signage – Retail is Different

Digital mindset is influencing how consumers see retail

Traditional media most often involves a static push experience. But consumers are now looking for traditional retail experiences to respond and engage them the same way digital experiences do

The game has changed…

There is a big difference between watching & participating

The digital customer experience

SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience

Technology

Transcript of SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience

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