Cor Molenaar @ Retail Detail Shopper Experience Marketing

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The future of shops? A paradigm shift [email protected] Prof Dr C.N.A. Molenaar

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Transcript of Cor Molenaar @ Retail Detail Shopper Experience Marketing

  • 1. The future of shops?A paradigm [email protected] Dr C.N.A. Molenaar
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  • 4. Business model of retailBusiness drivers:Profit on transactionsBonus on salesProfit on cash flowValue of real [email protected]
  • 5. m [email protected] floor productivitySource: Locatus, HBD, Q&A Research 2012607080901001101201301402000 2005 2010 2015 2020Development floor productivityin the Netherlands (2000=100)Retail TotalFood RetailNon Food Retail
  • 6. [email protected] margensLower turnoverDecreasing loyalityDemanding customersWell informed customersLack of knowledge and information governmenLack of skilled staffLack of agile organisationsTunnel vision councelsRapid development technologyNew constraints and visionNew business modelsDifferent objectivesNew buying behaviorDifferent buying motivesFreedom of choicePersonalisation of demand
  • 7. [email protected]frastructureTransparancySupplyPricesTracking trackingBehaviourIndividualisation24.7Bridging time,location, momentFrom supply to demandGroupingSocial mediaCrowd sourcingmodularityDrivers of changeAdoption of technology
  • 8. Problem/needcomparisonsiteGoogle/yahoobrandsites webshopsChoice/ decision shop/dealer buyingdecisionOrientationTrading sitesResearch/information Communication ActionorientationSurfing,chatting,twitter,google
  • 9. Problem/needcomparisonsiteGoogle/yahoobrandsites webshopsChoice/ decision shop/dealer buyingdecisionOrientationTrading sitesResearch/information Communication ActionorientationSurfing,chatting,twitter,googleMoment of motivationMoment of truthmagnet
  • 10. [email protected] Announces Home, A Homescreen ReplacementAndroid App Designed Around PeopleFacebook today announced a new apps called Facebook Home that replaces your standardAndroids homescreen with an immersive Facebook experience featuring full-screen photos,status updates, and notifications. Facebook also announced a special version of Home willcome pre-installed on the new HTC First phone on AT&T.Home will launches on April 12th in the US, and will be available to users of Android Jelly Beanand Ice Cream Sandwich, but not Gingerbread. The international rollout will come later. Itwont require a forked or modified version of Android, though thats what the HTC First runs.Facebook will try to make Home available on tablets within a few months, and its supposed tobe a great experience there. Every month, Facebook will release a Home update to add newfeatures and make it accessible to new devicesApril 5th 2013
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  • 12. [email protected] Britse supermarktconcern Tesco investeert dit jaar $750 mln in zijn digitaleactiviteiten.Met deze geldinjectie wil de onderneming zijn online verkopen versnellen. In hetVerenigd Koninkrijk voelt Tesco de druk van nieuwe concurrenten, zoals Amazon enNetflixOm te kunnen concurreren in het nieuwe retailtijdperk geloof ik dat Tesco meer moetzijn dan een detailhandelsbedrijf, aldus Tesco-ceo Philip Clarke vandaag vanuitSingapore. We moeten ook een technologiebedrijf worden. Daarom investeren we in2013 driekwart miljard dollar in technologie, oplopend tot het drievoudige binnen driejaar.Als voorbeeld gaf Clarke de snelle verschuiving van de omzet van boeken, films en dvdsnaar het online verkoopkanaal. In het Verenigd Koninkrijk daalden de verkopen van dezeproducten het afgelopen jaar met 25%. Daar stond een groei van de online verkopenmet 150% tegenover.Deze maand begon Tesco met een internet-tv-dienst voor de 16 mln leden van de eigenbonuskaart. Zij kunnen hierop tv-shows en films bekijken met programmas speciaal voorkinderen en families.De zender Clubcard TV biedt ruimte voor gerichte advertenties. Bij de introductiehebben Kellogg, Johnson & Johnson, Colgate-Palmolive en Danone reclameblokkengekocht.FD 21-03-13
  • 13. Oude technologie, oude structuur,oud paradigma: afzet centraal2000 2020Parallele [email protected]
  • 14. Oude technologie, oude structuur,oud paradigma: afzet centraalNieuwe technologie,Nieuwe structuur,Nieuw paradigma:Klant, koopmoment centraalDiscontinuiteitdisruptieParadigmaverlammingIndividu/behoeftecentraalMarkt/Aanbodcentraal1990 2000 2010 [email protected]
  • 15. Oude technologie, oude structuur,oud paradigma: afzet centraalNieuwe technologie,Nieuwe structuur,Nieuw paradigma:Klant, koopmoment centraalDiscontinuiteitdisruptieParadigmaverlammingIndividu/behoeftecentraalMarkt/Aanbodcentraal1990 2000 2010 [email protected]
  • 16. Individu/behoeftecentraalMarkt/Aanbodcentraal1990 2000 2010 2020mobilitySocial mediaBig [email protected]
  • 17. A future? Laggards Optimizers Innovators [email protected]
  • 18. Buying behaviour Convenience Social shopping Social [email protected]
  • 19. Turnover less costs is profitTurnover is too lowCosts are too highResults are negative!Effectivity and efficiencythrough technology and cooperation
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  • 26. Burberrys New LookAs soon as e-commerce showed signs of eclipsing traditional store sales, retailers altereddesign strategies, making stores smaller and replacing posters with digital signage. Then,high tech POS systems linked supply chain to in-store customer service reps and roamingApple store attendants started completing transactions via iPhones. Now Burberry hasturned its Regent Street store, housed in a 192-year-old London building, into a futuristicmodel.The historic store, near renowned Savile Row and Bond Street, is a one-of-a-kind digitallyadvanced operation that many consider emblematic of the next wave of stores tocompete in an online and increasingly mobile [email protected]
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  • 38. KlassiekeRetailersPure PlayersWinkels met webshopTraditional Sales/online sales in shopTraditional Sales Internet SalesOffline OnlineWebshops met winkel/pop-up storescolenaar.nl
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  • 43. Tablets bijproducten
  • 44. Unlimited choice
  • 45. Videos and digitalsignage
  • 46. Videos add tothe experience
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