Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience

VIEWS: 305 PAGES: 40

Presented by FK Funderburke and Hilding Anderson at the 2011 SXSW Interactive Festival.

More Info
									       Kiosks, Mobile and the Evolving Retail
       Experience




FK Funderburke and Hilding Anderson
Speakers



                        FK Funderburke




                        Hilding Anderson




  © Copyright 2010 Sapient Corporation | Confidential   2
                  The Changing Retail Experience




© Copyright 2010 Sapient Corporation | Confidential   3
The Situation: retailers are under pressure – just
barely back to 2007 holiday season levels




   © Copyright 2010 Sapient Corporation | Confidential   4
And e-commerce takes up a growing percentage of
overall retail sales




   © Copyright 2010 Sapient Corporation | Confidential   5
Tale of two companies




  © Copyright 2010 Sapient Corporation | Confidential   6
     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




           © Copyright 2010 Sapient Corporation | Confidential   7
New technologies: touch screens, interactive displays, digital
signage, mobile are changing the way consumers shop
                                                                           Interactive
                                                                           displays

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




                                                         Digital Signage
   © Copyright 2010 Sapient Corporation | Confidential                                   8
We are witnessing the integration of these new technologies into the
evolving retail experience
                                              QR code redemption

          Mobile Wallet                                                   Mobile Couponing




                                               QR coded advertising




      RFID technology                                                 Microsoft’s 2-D “TAG” barcode




    © Copyright 2010 Sapient Corporation | Confidential                                               9
The way we do simple, everyday tasks has changed




    © Copyright 2010 Sapient Corporation | Confidential   10
The way we shop in a store has changed too…




    © Copyright 2010 Sapient Corporation | Confidential   11
                                The Future of Retail




© Copyright 2010 Sapient Corporation | Confidential    12
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




    © Copyright 2010 Sapient Corporation | Confidential                        13
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




    © Copyright 2010 Sapient Corporation | Confidential   14
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




    © Copyright 2010 Sapient Corporation | Confidential   15
Digital Signage in-store will grow…and integrate into kiosks


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




    © Copyright 2010 Sapient Corporation | Confidential        16
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




    © Copyright 2010 Sapient Corporation | Confidential   17
Loyalty will become a central component…and tie into social media




    © Copyright 2010 Sapient Corporation | Confidential             18
The continued importance of .Com channels

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




    © Copyright 2010 Sapient Corporation | Confidential   19
RFID & Checkout: New Ways To Buy…

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




    © Copyright 2010 Sapient Corporation | Confidential   20
Social shopping: geo + mobile + physical


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




    © Copyright 2010 Sapient Corporation | Confidential   21
      What Does This Mean For The Business Of
                     Retailing?




© Copyright 2010 Sapient Corporation | Confidential   22
                          First
                      let’s look at
              when Social Media and Retail
                       first met




© Copyright 2010 Sapient Corporation | Confidential   23
Social Media and Retail: Rough First Couple of Dates

      WHAT are they saying                                WHERE are they saying
      about my brand?                                     it?

                                                  WHY are they saying it?
WHO is saying it?
                                                               HOW do I engage with
 HOW can I leverage what                                       them?
 they’re saying?
                                                             It’s a new CHANNEL!
                  I’m ok with this, I think.




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

    © Copyright 2010 Sapient Corporation | Confidential                               24
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
   © Copyright 2010 Sapient Corporation | Confidential            25
To address these changes, retailers are creating a new
in-store experience
                                                         Digital Signage




   Touch Display


                                                                               Mobile




                                        {     In-Store Experience
                                                                           }
                                                         Point of Sale




   © Copyright 2010 Sapient Corporation | Confidential                                  26
With improved loyalty and rewards initiatives




   © Copyright 2010 Sapient Corporation | Confidential   27
And new floorplans and new designs




   © Copyright 2010 Sapient Corporation | Confidential   28
Which enable more personalization & data through
brand-owned apps and experiences

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




   © Copyright 2010 Sapient Corporation | Confidential   29
          What Does This Mean For Consumers?




© Copyright 2010 Sapient Corporation | Confidential   30
Consumers implications


   They will be watching: less privacy

   Improved channel choice

   More interactivity




     © Copyright 2010 Sapient Corporation | Confidential   31
They will be
watching: less
privacy




   © Copyright 2010 Sapient Corporation | Confidential   32
Improved channel choice

Consumers have many
more connections to                                                         tv/video
the brand                                                communities
                                                                                               mobile


                                                                          email
                                        online store                    THE                             syndication
                                                                       BRAND
                                                         microsites

                                                                                       kiosk
                                       display ads
                                                                                                         retail
                                                                       search


                                                promotions
                                                                                               print

                                                                      partnerships
   © Copyright 2010 Sapient Corporation | Confidential                                                            33
More fun in the mall




   © Copyright 2010 Sapient Corporation | Confidential   34
Privacy: the near future




   © Copyright 2010 Sapient Corporation | Confidential   35
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?




    © Copyright 2010 Sapient Corporation | Confidential                        36
                                                Questions?




© Copyright 2010 Sapient Corporation | Confidential          37
                                            Appendix




© Copyright 2010 Sapient Corporation | Confidential    38
Kiosks, Phones, Tablets,
Signage – Retail is Different




      © Copyright 2010 Sapient Corporation | Confidential   39
  The digital customer experience


Digital mindset is influencing how consumers see retail




                                                          There is a big difference
                                                          between watching &
                                                          participating
                                                          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…




© Copyright 2010 Sapient Corporation | Confidential                                            40

								
To top