Retail Tech 2020: Hip or Hype
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Transcript of Retail Tech 2020: Hip or Hype
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Retail Technology 2020: Hip…or Hype?An Aptos WebinarDave Bruno, Director of Marketing
October 29, 2015
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Today’s Talking Points• Retail’s Third Dimension• Moods Matter More• Virtually Unstoppable VR• The Internet of Everywhere
Dave BrunoDirector of Marketing,
Aptos
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A Warm-Up Exercise
See if you can determine what the following objects have in common…
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A Cheese Pizza
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A Mountain Bike
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Women’s High-Heeled Shoes
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Holiday Cookies
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Soccer Shoes
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A Concept Car
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A New Home
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An Electric Guitar
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A Woman’s Dress
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Have You Figured it Out?
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3D PrinterEvery object shown was fabricated with a
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2020 Technology #1:
3D Printing
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printerssold66
2007
108,1512014
printers soldSource: Gartner
On the Rise3D Printing is Clearly
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PersonalizationMore and more, consumers crave
25%Fully
of consumers are“very interested” in
product personalizationSource: Bain & Co.
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Marketing-CentricMost consumer engagement to date has been
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Marketing-CentricMost consumer engagement to date has been
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Marketing-CentricMost consumer engagement to date has been
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Beginning to EngageRetailers are slowly
ShapewaysMonogrammed 3-D Printed Sterling Silver Heart Pendant Necklace
A leader in fashion and now in technology, Neiman Marcus is proud to offer you the latest advancement in personalized jewelry. A twist on a classic pendant, this one-of-a kind piece is made with 3D printing and polished by hand.
Customize it to add your initials or those of a loved one.
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Beginning to EngageRetailers are slowly
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Beginning to EngageRetailers are slowly
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Up Close & PersonalNormal: an entire store dedicated to putting 3D-printed earbuds
12
3
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Designs on 3D DesignsEven Martha Stewart has
“Lemon Drop”“Robin’s Egg”“Jadeite”
Just In Case You Were Wondering…
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Tipping PointConsumer adoption is approaching the
Every year, the technology improves:
FasterSmallerCheaperMore DesignsBetter Materials
$299
Hit Funding Goal in 11 minutes
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3D Will Be EverywhereIn 10 years or so, analysts predict that…
50%Source: Autodesk
of all households in developed economies will have a 3D printer
By 2025
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2020 Technology #2:
Mood SensingPersonalization
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Mood to Shop?Can technology really tell if we are in the
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Mood Affects SpendFor decades, researchers have studied how
Sad Likely to BuyExcited ImpulsivePowerful ExtravagantProud Brighter
When We Feel: We Are Typically:
Does Mood = Intent?Retail’s critical question:
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Monetize Our MoodsRecently there have been numerous attempts to
Mood Sweater
TRANQUIL, Zen
CALM, Relaxed
RUFFLED, Excited
NERVOUS, In Love
NIRVANA, Ecstatic
The Mood Sweater’s
“Emotive Display”
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Monetize Our MoodsRecently there have been numerous attempts to
Wristband measures signals from the central nervous system to try to detect our emotional state
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Monetize Our MoodsRecently there have been numerous attempts to
Monitors eye muscle contractionsusing false eyelashes to measure mood and a conductive eyeliner
to connect to a mobile device
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Revealing Shopper MoodsBut the real trick for retail has always been
What are people feeling…at the moment of truth?
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New Light on Our MoodsRecent research has shed
MIT has amassed a database of
1 Billionto recognize and classify emotions
Source: CNN
facial expressions
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Expose Our FeelingsNew technology can leverage the data to
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Sense Shopper MoodsA few startups are beginning to leverage tech to
Measures emotional reactionsto in-store experiences
Window displaysCustomer Service
MerchandisingPromotional Displays
Store LayoutCheckout
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Sense Shopper MoodsA few startups are beginning to leverage tech to
Reads faces when people enter a store and
when they checkout to make
mood-based recommendations
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Sense Shopper MoodsA few startups are beginning to leverage tech to
Putting sensors at the shelf to read gender and demographic info, and
potentially even mood to make real-time offers
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Virtually Unstoppable?Is Virtual Reality
2020 Technology #3:
Virtual Reality
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Somewhat Awkward…Most early attempts at VR shopping were often
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Gathered DustHence, most implementations simply
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Inevitable?Despite mis-steps, is the rise of virtual reality in retail
One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real.--William Gibson“
Speculative Fiction NovelistAuthor of Necromancer
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VR Marketing…Recently we have seen markedly better
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On the Package…
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At the Shelf…
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And in the Mirror
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Lots of BuzzRecent VR Tech breakthroughs have generated
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Lots of BuzzRecent VR Tech breakthroughs have generated
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Lots of BuzzRecent VR Tech breakthroughs have generated
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Immersive Experiences…They all create intensely
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The Gaming MarketBut most experiences are primarily created for
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Not Playing GamesHowever, investors in modern VR experiences are definitely
$2B
Source: The Guardian
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Why Oculus?The $2 Billion Question:
We believe virtual reality will be heavily defined by social experiences that connect people in magical, new ways. “
Source: The Guardian
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Social ExperienceShopping has forever been an inherently
52%Source: Marketing Magazine
of consumers are interested in immersive digital experiences in the store
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Hit the MallHeadsets are starting to
Shoppers enter fantasy themes that represent key trends for the season
The tech recognizes users’ shapes and represents them through avatars
Shoppers then curate products that that can be found at shops in the mall
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Hit the MallHeadsets are starting to
Lowe’s staff help shoppers design the room using the Holoroom app
Customers see their design in the Holoroom in 3D space at full size
Curated collections of relevant items & accessories are presented
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Hit the MallHeadsets are starting to
The headsets gave customers a live feed of the catwalk show and backstage action
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Hit the MallHeadsets are starting to
Shoppers experience immersive tours of Yosemite and the Moab desert
They trek landscapes and rock climb with athletes Cedar Wright and Sam Elias
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Warming to the IdeaShoppers seem to be
63%Source: Walker Sands
of consumers indicate VR would change the way they shop
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2020 Technology #4:
The Internet of Everywhere
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Continue to ExpandJust in case you aren’t convinced yet, here’s more data to show how the Internet will
1.6 ZB
Source: Cisco
In 2018, we will generate over…
of global IP traffic
1984-2013COMBINED
which is more than
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Will Be ConnectedSo many more machines
50BSource: Cisco
devices will be connected to the internet
By 2020
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The Inevitable Rise of WearablesConnecting humans to all these machines will be aided by
3.6MSource: Wall Street Journal
Apple watches sold in theirfirst quarter on the market
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The Internet Will be UbiquitousWithin a decade, experts expect
A global, immersible, invisible, ambient networked computing environment“--Pew Research
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Holistic…and InnateAnd information flow will be
Information sharing will become invisible, flowing like electricity.“--Pew Research
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Far More DemocraticThe Internet of Everywhere will be
Accessible to all, rich or poor…
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Can Finally Be RealizedPerhaps the long-predicted possibilities for retail
“How’d those assorted tank tops work out for you?”
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Will Slowly Begin to DisappearAcetate billboards (as awesome as some may be)
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Will Become a Thing of the PastStatic, printed bus and train stop posters
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Will Take Big Leaps ForwardEven (already digital) store signage
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TV Screens Will be EverywhereUltra cheap, solar-powered, high definition
BillboardsPostersBusesTrainsShop windowsStore shelvesRestaurant tables
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Connected to the Internet…Soon they will all be
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Connected to us!…and they will all be
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Personalized InteractionThe value driver will be the degree of
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Brings this Vision to LifeThe magic of Disney
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Personalized ExperiencesMagic Bands deliver frictionless and highly
Baggage handlingGround transportCustom park itineraryFast Pass managementPayment processingOffers and recommendationsRestaurant reservationsCharacter meet & greetIn-park experience photos
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Experience AnalyticsAnd Disney reaps the rewards of
Streaming real-time dataGuest locations & activitiesWait time estimatesTraffic patterns
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Embracing New Technology
How Aptos Can Help
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“The Power of One”Our Vision for Engaging Customers Differently:
One Customer
Personalized, consistent & profitable offers in every touch point that motivate purchases, reward loyalty
One Interaction
Integrated journeys where every shopper is recognized, empowered, and rewarded at every touch point
One Order
Enterprise inventory visibility fuels centralized management of every order in every channel
One Product
Integrated merchandising & planning processes that bring your unique brand vision to life in every channel
One Truth
Ensuring validated, accurate, & timely data from every corner of the enterprise in support of effective analytics
One View of the Enterprise
Role-based, actionable analytics that identify the right action at the right time for strategic decisions
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One Customer One Interaction One Order
One Product One Truth One View of the Enterprise
CRM • Clienteling POS • Mobile POS • Digital Commerce Enterprise Order Management
Planning • Merchandising Audit Operations Management Analytics by Quantisense
One Secure Platform, in the CloudSingular Commerce, Seamless Experiences.
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Related resources…
eBook On Demand Recording SlideShare
www.aptos.com/customer-engagement-ebook http://bit.ly/1Kwi2R0 http://bit.ly/1M721Ev
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Q&A