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Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future of Retail 2017
1. The Future of Retail 2017
Trends Shaping the Digital Experience
Andrea Puerari #shoporg16
A selec?on of main issues and trends from
Retail's Digital Summit
3. Virtual and augmented reality promise to take the
immersive customer journey to a higher level of
experience
4. Mobile is the starAng
p o i n t f o r d i g i t a l
engagement and the
creaAon of a mobile-first
culture is key”
“If there was one pervasive theme that seemed to weave through the Digital
Summit, it was this:
5. Know the mobile KPI’S
“What is important to you?”
“Is it sales? Downloads? New customer acquisiAon? Or are you going for
profitability and cost savings?”
7. Know the right balance of
human and machine learning
Toys “R” Us has incorporated machine learning to help
personalize the search process for its mobile
“But then there are also aspects of the business that we
know best, where we will know more than a machine will.”
8. Know how to design and
test for the mobile user
Columbia Sportswear lifestyle brand prAna:
the mobile strategy includes leWng users influence design
through A/B tesAng.
“Not our CEO, not the markeAng team, not the designers,” Penn
said.
“We let the users dictate our design through A/B tesAng.”
10. “Machine learning, ArAficial intelligence, broadly, has plenty of potenAal
but it’s machine learning that will advance personalizaAon and chat
commerce, and deep learning that will make chat/conversaAonal commerce
an increasingly pracAcal soluAon for many retailers”.
Banter.ai is an example of a simple
value-add for customers and retailers
alike.
ConversaAonal Commerce Pla[orm
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8
12. Customer service Chat
commerce
“Customer service Chat commerce, especially via SMS (vs. retailer or
other apps), was just one topic related to service.
But customer service came through in other ways, too.
Retailers are using technology to empower store associates, which is
driving online sales and fulfillment”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8
13. Augmented reality
“AR seems to be approaching the Apping point toward mainstream applicaAon:
- emphasis on customer experience,
- Strata 3D allows retailers to “see” new stores and different merchandising
displays before doing buildout or making changes, which could save Ame and allow
experimentaAon.
- in home furnishings (the sector where AR could fastest become a customer
expectaAon), Houzz meets Lowe’s and Home Depot in providing AR visualizaAon
tools for decor consideraAons.
- Sephora has widespread use of its mobile makeup try-on tools, but users are then
heading to stores (yes, physical ones) to test the final lipsAck contenders in
person”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8
14. Digital support for physical retail
“Further evidence of retail’s demand for online-to-offline came from Facebook,
which already sells dynamic ads showing local inventory and acknowledged
there’s much more they can build into this product.
Similarly, Facebook’s current Offers tab noAfies users of promoAons saved in it
but tomorrow could include geo-targeAng.
Rich Relevance allows customers inside a retail store to open up that retailer’s
web site (not just mobile app) and automaAcally see locally available inventory —
and where in the store it’s located — as the first search results.
Depending on how you look at it, maybe that’s offline-to-online and not the other
way around”.
hRps://medium.com/nrf-events/what-was-hot-or-not-at-retails-digital-summit-de4a4b133d96#.i6ei4u2u8
16. 10 Pillars of the New Digital
Shopping Experience
PSFK, Future of Retail hRp://www.pso.com/report/future-of-retail-2016
17. CREATE CONFIDENCE
“Providing shoppers with the tools and advice to help them discover
new products and choose the best op?ons for their lifestyles and
needs.
Key trends to inspire confidence in shoppers:
• Product Immersion: create opportuni?es for customers to get
hands-on with products to decide which op?on is the best fit for
them.
• Guided Recommenda?ons: use one-to-one exper?se or automated
services to help people narrow down available choices, models and
styles”.
24. “Modiface, an augmented reality (AR) company serving the beauty
industry with custom try-on apps, has integrated its simulaAon
technology into a conversaAonal beauty advisor on Facebook
Messenger”.
30. RECOGNIZE & PERSONALIZE
“PuWng systems in place for remembering and acAng on the purchase
history and preferences of customers, and tailoring those experiences over
Ame.
Key trends to build a personalized shopping experience:
360-Degree Service: provide members of staff with tools that enable them
to build and act on the preferences of shoppers to deliver more
personalized service and experiences.
PredicBve Assistance: develop sophisAcated pla[orms that leverage
known preferences and behaviors alongside key contexts to deliver
relevant informaAon and services that anAcipate shopper needs”.
31.
32.
33. Macy’s x IBM Watson
AI Assistant Offers Loca?on-Specific Guidance And Advice
@Macys
@IBMWatson
The department
store has enlisted
a n e w A I -
p o w e r e d
assistant.
36. Sage Project
“A new online pla[orm that reimagines
food data .
Sage deconstructs more than 20,000
fresh and packaged foods (mostly
organic brands from Whole Foods, for
now) into interacAve, personalized
blurbs of informaAon that make
the basics of food labels—calories, top
nutrients, ingredients, and allergens—
easier to digest”.
37. PERFECT PARTNERSHIPS
Key trends to build brand partnerships:
Cross-Channel Rewards: build an ecosystem of partners and perks that
reward engagement in broader variety of ways.
AddiBve Experiences: enhance the experience of shopping and/or
ownership by connecAng with partners to deliver premium services,
content and perks.”.
“CreaAng addiAonal value for customers by collaboraAng with like-minded
companies to deliver expanded offerings.
42. CULTIVATE COMMUNITY
Key trends driving community engagement:
Cultural Hubs: set aside space within stores to push complementary
services and experiences that go beyond core product offerings, creaAng
marketplaces for relaAonships, not just products.
CollaboraBve Marketplaces: experiment with new ways to make products
a catalyst for shared connecAons – whether through knowledge,
experiences or ownership”.
“CreaAng opportuniAes for consumers and fans to come together around
the halo of abrand to build value on top of exisAng products and services.
50. Automate An Intelligent Front Line
Empower A Connected Salesforce
Build A Comprehensive Customer View
Drive Commerce With Compelling Content
Equip The Modern Shopper To Act
52. Drop the ‘e’ and capitalize the ‘c’ — it’s all
about Commerce
“We’ve entered the age of boundaryless retail – a
world devoid of ar?ficial barriers, driven by innova?on
and collabora?on, where we leverage the power of
technology to create a seamless experience for
consumers.”
HSNi CEO Mindy Grossman describes her vision as boundaryless retail.
53. Drop the ‘e’ and capitalize the ‘c’ — it’s all
about Commerce
“Successful retailers will focus less on akrac?ng
customers to their own points of sale, and more on
mee?ng them wherever, whenever and however they
want to engage”.
hkps://youtu.be/M_weWs29eYY
HSNi CEO Mindy Grossman describes her vision as boundaryless retail.