What's In Store for In-Store Digital - BWW - 2009
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Transcript of What's In Store for In-Store Digital - BWW - 2009
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Agenda
The Consumer Need
What’s Working and Why
Principles for Success
The Future Experience
How to Get Started
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Let’s Start With The Consumer Need
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Source: Harris Interactive, 2008
Consumers Don’t Have Time…
0
5
10
15
20
25
30
1973 1994 2008
Median Numberof Leisure Hours
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But They Have So Many More Choices…Product Categories
Brands
Channels
Payment Options
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…So We’re Growing More Demanding
Welcome to the Age of The Selfish Consumer
Give me
What I want,
When I want it,
Where I want it,
In the forms I want,
As much or as little,
Filtered by my peers,
Backed by expert opinion,
Without unwanted interruption,
And then I’ll share it with my “friends,”
But don’t you dare tell a soul you know me.
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Now We Want It in the Store!Ratings and
Reviews
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Cross-sell
Now We Want It in the Store!
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Solution Sets
Now We Want It in the Store!
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Special Promotions
Now We Want It in the Store!
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Personalized Discounts and Rewards
Now We Want It in the Store!
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Retailers Should Care
GreaterEfficiency
GreaterEfficiency
IncreasedBasket
IncreasedBasketGreater
Loyalty
Greater Loyalty
More ShopperInformation
More ShopperInformation
DigitalDigital
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What Does the Digital In-Store Currently Look Like?
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What Does the Digital In-Store Currently Look Like?
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Yet, the Opportunity Still Exists…
…but What Makes Sense?
£ Uplift per Campaign over Time
£0
£10,000
£20,000
£30,000
£40,000
£50,000
£60,000
£70,000
£80,000
£90,000
Nov-04 Feb-05 May-05 Sep-05 Dec-05 Mar-06 Jul-06 Oct-06 Jan-07 Apr-07 Aug-07
Total uplift
13 per. Mov. Avg. (Total uplift)
Pre-Aug 2006n = 33Mean uplift £4,820Mean uplift 5.7%Median uplift 2.8%
Post-Aug 2006n = 50Mean uplift £14,536Mean uplift 7.3%Median uplift 6.3%
Source: Glendinning Tesco IBN Example
Before In-Store
Display
After
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How To Get Started? Follow Principles For Success
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Respect Shopper Behavior and Mentality
Source: Glendinning
© Glendinning Management Consultants insert yeardoc ref
18
EVENT ENTRANCE
A Perfect Outlet Market P lace Bringing to Life the full power of Client X Shopper Understanding & Execution
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Respect the Store
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Focus on Personalization
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Create a Dialogue
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Follow E-Commerce Best Practices
Create a Compelling
Product
Dramatically Improve the
Purchase Experience
Create a Compelling
Business Model
Sell to a Niche
Consumer
• ACCESSIBILITY• TIME SAVING• DISCRETION
• AUTO-REPLENISHMENT • DIRECT SALE• MARKETPLACE• EXCLUSIVITY
• BUILD TO ORDER• UPGRADEABILITY
• PERSONALIZATION• SIMPLICITY• PAYMENT OPTIONS• GIVE BACK
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Be Transparent
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Create a Road Map and Track Progress
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Rolling It Up
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
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Let’s See How These Measure Up Against a Few Popular Technologies
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Smart Shelves
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Store Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
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Media Cart
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
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Mobile–SMS and/or QR Codes
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
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Short-Range Wireless
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
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So, Where Is All Of This Going?
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How To Get Started?
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Bridge Worldwide Can Help
Road Map
Road Map
Transparency
Transparency
E-CommerceBest Practices
E-CommerceBest Practices
Dialogue
Dialogue
Personalization
Personalization
Store Behavior
Store Behavior
Shopper Behavior
Shopper Behavior
DigitalPrinciples
DigitalPrinciples
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