PUBLICATION January, 2014
Omni-Channel Experience: The new way of retailing connecting online and offline sales Case studies, best practices and trends to empower the bridge between online and offline
2/85
OMNI-CHANNEL EXPERIENCE
Index Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 How To Think And Create An Omni-Channel Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
1. Omni-Experience At Store’s Window . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 1.1. Omni-Touchpoint: Store Window And Se . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
1.2. Omni-Touchpoint: Store Window And Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 1.3. Omni-Touchpoint: Store Window And Brand’s Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 1.4. Omni-Touchpoint: Store Window And Brand’s E-Commerce/M-Commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 1.5. Omni-Touchpoint: Store Window And Bramd’s App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 1.6. Omni-Touchpoint: Store Window And Online Adv/Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
2. Omni-Experience In-Store . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 2.1. Omni-Touchpoint: In-Store And Se . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 2.2. Omni-Touchpoint: In-Store And Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 2.3. Omni-Touchpoint: In-Store And Brand’s Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 2.4. Omni-Touchpoint: In-Store And Brand’s E-Commerce/M-Commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 2.5. Omni-Touchpoint: In-Store And Brand’s App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
3. Omni-Experience At Fitting Room . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 3.1. Omni-Touchpoint: Fitting Room And Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 3.2. Omni-Touchpoint: Fitting Room And Brand’s E-Commerce/M-Commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 3.3. Omni-Touchpoint: Fitting Room And Brand’s App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Fashionbi Publication, January 2014
3/85
OMNI-CHANNEL EXPERIENCE
We are all shoppers. We are all consumers. The incredible thing is - we all have our unique and personal view on the shopping experience. Retail industry is undergoing a complete makeover. Historic shifts have taken place in the fields of economics, demographics, consumerism and technology. All that was known about retail till now has suddenly become a thing of the past. No more ‘typical’ consumer, no more ‘geography’, and no ‘one size fits all’ solutions anymore. We are living in a world where ‘total information available’ and ‘ways to access this information’ follow Moore’s law or probably outrun it. This instantaneous availability of information at our fingertips is constantly changing everything about us. How we communicate; how we seek, receive and process information and how we entertain ourselves has changed dramatically over years. The newest addition is - how we shop. Shopping experience in no longer confined to the physical walls of the store. There are more ways to instantly connect to information, people, brands, companies than ever before. Consumers, empowered with technology and information, actually can know more about the product than the salespeople at the store. All this helps consumers make better and informed decisions. These ‘smart consumers’ are constantly rewriting the sense of the retail industry. They control - When, Where and How to shop. They don’t think in terms of channels but in terms of getting things done easily, quickly, cheaply and even in funny ways. And they want it... Anytime... Anywhere. Welcome to the world of omni-present Shopping!
Fashionbi Publication, January 2014
4/85
OMNI-CHANNEL EXPERIENCE
Introduction Over the past years, marketing approach has changed - from single channel marketing to multi-channel marketing - and now it has evolved to omni-channel marketing strategy for the brands and omni-experience for the customers. Multi-channel meant retailers sold directly to the customer via
Single channel Customer experiences a single type of touch-point. Only one channel is offered.
more than one channel but they were isolated channel-centric experiences. One of the main differences between multi-channel marketing and omni-channel marketing is that in omni-channel marketing there is a seamless approach to the consumer across all the available channels. Key point is that these channels should
Multi-channel Customer experiences multiple channels. There is a single customer view but the channels do not deliver the same brand experience, by acting separately.
work simultaneously and be integrated into one another. It’s not just about sales, but also about communication strategy. Even though e-commerce and web promotion were considered by marketers also in multi-channel marketing, but in reality what they did was just to make sure that the brand’s website address is on the shopping bag, or the TV/print ad refers to the web site or that there is a store locator function on the web homepage.
Omni-channel Customer experiences a brand, not a channel. There is a single view on the customer and he is serviced consistently across all channels.
Omni-channel marketing implies unfettered and infinite access to the brand’s information and products irrespective of time and/ or geography, in all possible brand’s channels and/or customers’ devices. Fashionbi Publication, January 2014
OMNI-CHANNEL EXPERIENCE
5/85
Another interesting transformation has been in the classical sales funnel. Shopping experience was divided into phases the steps that the potential customer undertakes before making the purchase. These were: Awareness, Knowledge, Consideration, Selection, Purchase, Loyalty, Advocacy. The difference today, thanks to innovative technologies, is that the contemporary consumer can start his/her experience with a brand at any stage. Moreover, the time to move from the phase “I don’t know the brand”, to the phase “I just purchased the brand online” can be less than ever. Thanks to the social media like Facebook, Twitter, Instagram in EU and US or Weibo and WeChat in China, a person can be super loyal to a brand, even without purchasing any of its products. Retailers cannot think about the customers’ behaviour as a linear model, it’s more chaotic. It can start at any point - from a simple query on the search engine, or from social media, or from the brand’s website, or from the physical store and so on. The second move of the potential client is also unpredictable - he might visit the brand’s website
Fashionbi Publication, January 2014
6/85
OMNI-CHANNEL EXPERIENCE
from the Desktop and later continue his shopping experience
Millennial Generation, which is the present as well as the future
on his mobile, or visits the brand’s social media account while
consumers of such brands, were born with smartphones in
browsing the magazine with its advertising. The important job of
their hands and for this generation there is no universe without
brands/retailers is to be prepared to provide the customer, at any
internet and digital devices. Basically the shopping needs haven’t
possible touchpoint, an excellent and seamless experience of the
changed, but the behaviour has and the brick‐and‐mortar retailers
brand.
need to adapt to the needs of information‐hungry and mobile‐
This is easier said than done and is a major reason why a lot of
empowered shopper.
companies have not yet switched to the broader capabilities of omni-channel strategy.
With this publication we want to bring to you all the different
Omni-channel experience, for the customers, is strictly connected
kind of omni-channel experience the fashion, sport and luxury
to the development of web possibilities and digital technologies.
brands provide today and the future trends of the market
These technologies, by skillfully blending the physical world
.
with the digital, provide an entertaining and emotional shopping experience. It is the Internet of Thing (IoT) - the new frontier for fitting the customer needs, that is evoking a “Wow”. Some brand managers can dismiss these by branding digital technologies as ‘toys for the teenagers’ and saying that their mature clientele are not really interested. But don’t forget that
Fashionbi Publication, January 2014
7/85
How To Think And Create An Omni-Channel Experience Companies are continuously pondering as how to increase the
The job of the retailers is to be aware of the customers habits
sales, make people purchase products, make customers return
and to be ready to meet these habits while providing the best
to either offline or to online stores for more purchases, to convert
seamless shopping experience.
“likers” to buyers. Should you launch an app? Perhaps a social
Omni-channel marketing is relatively new topic and there is no
media campaign? May be some sales promotion on the website to attract customers?
strict definition and methodology. We, at Fashionbi, are trying to develop a ready-to-use methodology for the marketers to
The answer is that such a decision should not be based on stand
empower them to create a consistent and authentic omni-channel
alone questions but on the overall omni-experience of the clients
experience for the clients.
- to make the shopping process more entertaining, personal and
Fashionbi’s methodology is quite simple. All you need to do
unique.
is to map the omni-touchpoints, taking into consideration
We have to look at the situation from the customers’ perspective
the possible situations where the client can be found;
- what we, the usual shoppers, did today during our shopping
understand
time? What kind of habits do we have? What are the unmet
with timely information and service. Every omni touchpoint
needs? Do we check prices online when we are inside or near the
combines the offline and online experience of the client,
store? Do we ask and read opinions of the others on the web?
thereby ensuring the unique omni-experience with the brand.
Do we share our wishes with friends or strangers on social media
First step is to make a list of the brand’s offline channels (or offline
accounts? These questions will give an insight into the habits and
experience of the customer) and a list of the online channels (or
expectations of today’s shopper.
online experience of the customer).
the
client’s
behaviour
and
support
him/her
Fashionbi Publication, January 2014
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
8/85
Among the offline channels/experience could be:
›› Store Window ›› Merchandising ›› Store ›› Events ›› Fitting Room ›› Offline Advertising and Promotion
Among the online channels/experience could be:
›› Search Engine ›› Brand’s m-commerce/e-commerce ›› Social Media ›› Brand’s applications for smartphones and tablets ›› Brand’s website ›› Online Advertising and Promotion
The combination of the offline and online experience engenders numerous variations of the omni-experience. The nexus between these offline and online channels will be the modern innovative technologies. Technologies that can smoothly transport a person from the real world to the world of internet without any interruptions in the brand experience.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
Fashionbi Publication, January 2014
9/85
OMNI-CHANNEL EXPERIENCE
Offline Experience
Online Experience
Omni Experience
1
Store Window
Search Engines
Store
Social Media
Fitting Room
Brand’s Website
Merchandising
Brand’s e-commerce m-commerce
Events
Brand’s App
Offline Adv/Promotion
Online adv/promotion
Other...
Other...
Omni-Experience At Store’s Window
TECHNOLOGY
2 3
Fashionbi Publication, January 2014
10/85
Offline Experience
Online Experience
Description of situation: what the potential customer can do at this omni touchpoint
Examples of what the brands are doing now at this omni touchpoint
Opportunities of what can be done to improve omni-experience of customers
Search Engines
Social Media
Second step of the methodology is
to
map
these
possible
combinations and describe every
Brand’s Website
situation: what the customer can do at this omni-touchpoint.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
Store Window Brand’s e-commerce m-commerce
2 3
Brand’s App
Online adv/promotion
© Fashionbi - The Omni-Experience Map is property of Fashionbi by ADVB Strategic
Fashionbi Publication, January 2014
11/85
OMNI-CHANNEL EXPERIENCE
As an example, imagine a person next to the store window with
1
the smartphone or tablet, what might he/she do?
Omni-Experience At Store’s Window
›› Search for information about the brand if he/she is unaware of the brand
›› Check and compare the prices of the products on the web ›› Check where to buy this brand online ›› Search the location of other stores ›› Visit the social media accounts of the brand for further engagement/information
›› Virtual fitting of the products from the store window ›› etc
2
By asking these questions, a brand manager can readily
3
understand if something has already been done at this stage to
.
meet the client’s needs, and if not, it indicates the possibilities for further development
Fashionbi Publication, January 2014
12/85
OMNI-CHANNEL EXPERIENCE
1. Omni-Experience At Store’s Window implement digital environment to the physical store windows -
a client decides - to enter or not to enter the store. Visual displays
selling the products directly on street!
still play the biggest role in attracting people inside the store and in communicating the merchandise to them.
One blogger wrote, “One store had a canvas in the window with ‘This could be your Instagram photo’ printed on the canvas.
But now these windows have started to change and with the help
I loved that they presented a practical idea to window shoppers.
of technology, they are coming to ‘life’. They can ‘see’ when a
Unfortunately they were closed, and there was no website or
person is around the store and ‘tell’ him/her about various ways of
social media info on the window itself – so I walked by. If they had
enjoying and engaging with the brand - on the web and on various
their website URL, or a QR code that I could have scanned that
social media.
took me to their website, and from there directed me to uploading
A variety of questions can spring to the mind of a person when he/
an Instagram photo for them to print on canvas, they would have
she is at the store window of a brand. What is this brand about?
had a new customer. They missed the boat.”*
What is the price level? If store is closed now, when will it open?
This is not a standalone example. How many potential clients does
A tourist or a person from a different city might be interested in
a brand loose because of lack of communication and incoherence
knowing if this brand exists in their home city. Not always will
between the brand’s channels?
people enter a store to ask such questions to the sales staff. What they can do is to use SE or check the brand’s website. Moreover, “window shopping” is fast changing from “looking at or checking out” to actual shopping at the window! With a high speed of innovation, one by one the companies have started to *http://brainygirlwebsolutions.com
Fashionbi Publication, January 2014
1 Omni-Experience At Store’s Window
As always, a store’s window is one of the main touchpoints where
2 3
13/85
OMNI-CHANNEL EXPERIENCE Online Experience
Search Engines
Social Media
Brand’s Website
Store Window
Brand’s e-commerce m-commerce
Description of situation: what the potential customer can do at this Omni TouchPoint • Search for information about the brand • Check prices on the web • Check where to buy this brand online • Check what people say about the brand on the web • Find special offers on brand’s products on the web • Search the location of the stores
Gucci Puma
• Visit the social media accounts of the brand for further engagement/information • Check promotions/coupons on the brand’s social media channels • Share the products from store window on social media • Check what people say about the brand on social media
Guess Stefanel
Diesel Aldo OVS
Moschino Gucci Casadei Escada
Geox Izzue H&M Blancpain
• Check/compare the prices of the products inside the store window and on the e-commerce/m-commerce • Add the products to the e-commerce/m-commerce wish list • Add the products to the e-commerce/m-commerce shopping bag • Buy the products directly from the store window
Terranova Intimissimi Sephora
BoggiKate Spade Adidas Neo
• Virtual fitting of the products from the store window • Engagement with store window
Triumph Ray Ban Bloomingdale Tissot
• Watch/download/share the video/photo campaign of the product/collection
Belstaff Castello d’Oro Jimmy Choo
• Have additional information about the brand/product • Check if the brand provides e-commerce/ m-commerce service • Check the whole collection, since on store window only the small part is presented • Find the other branded stores • Check the timetable of the store
Brand’s App
Online adv/promotion
Examples of what the brands are doing now at this Omni TouchPoint
Opportunitier of what can be done to improve Omni Experience of customers
Placecast ShopAlerts technology, case study The North Face
Digitalized shopping windows, case study Ted Baker
Beacon technology and proximity marketing
Adoptive storefront and bluetooth low energy technology
1 Omni-Experience At Store’s Window
Offline Experience
2 3
Permanent augmented reality of store’s window with seasonal change of collections
Morellato Peuterey
Wireless energy and high speed data transmission
Fashionbi Publication, January 2014
14/85
1.1. Omni-Touchpoint: Store Window And SE When a person is next to the brand’s store window and he needs
Also, the prices of the products are available on the official website,
to find information about the brand or the prices of the products,
and thanks to the mobile version of the website, a person can
what does he/she do?
immediately start to shop from his/her device. If you google – ‘Gucci store in London’, the store locator function of the official
Description of the situation: What the potential customer can do at this Omni TouchPoint: • Search for information about the brand • Check prices on the web • Check where to buy this brand online • Check what people say about the brand on the web • Find special offers on the web of brand’s products • Search the location of other stores
website is on the top.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2
The most common and the easiest way is to ‘search online’. The
3
most important thing, at this TouchPoint, is that the first search results that appear must be the official brand sources. Below are the examples for Gucci. Irrespective of what your search query is – ‘prices for a bag’; ’shop address’ or just information about the brand, the first source is the brand’s official website, specially developed for smart phones and tablets. Google Search, Gucci store London
www-m.gucci.com
Fashionbi Publication, January 2014
15/85
OMNI-CHANNEL EXPERIENCE
Searching the products and prices on smart phones or on
1
tablets is also very easy. In addition to this, Gucci also informs
Omni-Experience At Store’s Window
the customers about exclusive offers, available only on gucci.com, and about their free shipping service.
2 3
iPhone , www-m.gucci.com
iPhone, www-m.gucci.com
iPad, www-m.gucci.com
Fashionbi Publication, January 2014
16/85
OMNI-CHANNEL EXPERIENCE
The same logic can be applied to the situation where someone is
1
looking for special offers on the products of a particular brand. The
Omni-Experience At Store’s Window
first sources to appear on the search results must be the brand’s official website and the official online store of the brand. This may guarantee that the potential client continues his experience with the brand on the official sites and that the potential purchase too will be done on the brand’s offline/online store. Since the practice of Showrooming* concerns the brand managers as in that their stores are becoming quasi-showroom for the online retailers, it becomes imperative for the brand to lead a potential customer, for all his brand related searches, to the official sources of the brand. In addition, it’s absolutely critical to think about the
2
transparency of prices inside the normal store and on the brand’s online store.
3 Google Search, special offers PUMA
www.shop.puma.com
*Showrooming - To examine the merchandise in a traditional brick and mortar retail store but not purchasing it, and then searching online to find a better price for the same item and purchasing it there.
Fashionbi Publication, January 2014
17/85
OMNI-CHANNEL EXPERIENCE
Trends and opportunities of what can be window or to enter the store or to search for the information, brands can become proactive and welcome them. How? Location based mobile app is the answer. With location-based mobile app, a virtual perimeter can be created around a brand’s store (thanks to geo-fencing technology), and specific messages can be sent to people when they enter this zone. One of the pioneers in the arena of location-based marketing is Placecast. Placecast delivers patented technology and strategic insight to connect people to the brands they love in the real world. ShopAlerts is their end-to-end mobile monetization solution based on location that is specifically designed to use digital marketing on mobile devices to drive consumers into physical retail environments*.
According to Placecast:
›› 1 out of 2 consumers visit a location after receiving ShopAlerts ›› 22% of consumers make purchases after receiving ShopALerts
›› For 50% of these consumers, the retail visit prompted by the text was unplanned
›› Half
of ShopAlerts consumers find the program more
valuable over time - as they begin to expect offers when near geofenced locations and as offers get more relevant to their interests*
Omni-Experience At Store’s Window
Instead of waiting for the potential customer to pass by the store
1
2
Here is video about Placecast ShopAlerts: Location-Triggered Mobile Marketing (http://fsh.by/JkCP4g).
* http://placecast.net/
Fashionbi Publication, January 2014
3
18/85
Case study: Case study The North Face: The North Face wanted to try
Even though specific program response rates are not available
something innovative to reach their target audience and drive
publicly, but given that the company later expanded the program
foot traffic into stores, so they decided to leverage Placecast’s
to 37 of its retail locations nationwide, it is safe to say that it was
location based mobile technology to run a mobile customer loyalty
a success.
program. Location-based mobile marketing campaign was done in New York, Boston, San Francisco and Seattle in 2010. The radius of the geo-fences was approximately half-mile around the North Face stores. The text alerts were sent only to those who had opted-in to receive such messages.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
Fashionbi Publication, January 2014
19/85
1.2. Store Window And Social Media What all can a person do standing next to the brand’s store
Apart from the size and placement of such icons, the other
window if he can easily engage, via his smart phone or tablet,
important issue to care about is how to bring the people on the
with the brand on social media?
street to the official social media accounts of the brand.
Description of the situation: what the potential customer can do at this Omni TouchPoint: • Visit the social media accounts of the brand for further engagement/information • Check promotions/coupons on the brand’s social media channels • Share the products from store window on social media • Check what people say about the brand on social media
Either person will directly search for the brand’s page on Facebook and/or other channels when he sees the Facebook icon or other icons on the window. In this case there is a huge risk that many other pages, fake ones or the completely unrelated ones, will appear in the search results and the person, mistakenly, will become a fan of a wrong page. With a QR code, a person can be sent directly to the “correct” brand accounts. Majority examples of combining brand’s store windows and
Nowadays it is a very common practice for the brand stores to put
brand’s social media channels are plainly limited to the placement
icons of the social media channels on the store windows. There are
of social media icons or brand’s hashtags. Why is it a limitation?
no standards in terms of size or measurements or the placement
Because these icons or the hashtags just notify a customer that
and as a result, such icons are not always visible or eye catching.
the brand is present on social media without automatically letting him continue his experience on social media.
Fashionbi Publication, January 2014
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
20/85
OMNI-CHANNEL EXPERIENCE
Omni-Experience At Store’s Window
1
Store window of Aldo
2
Store window of Guess Store window of Stefanel
Different examples of Social Media reference on storefronts.
Fashionbi Publication, January 2014
3
21/85
OMNI-CHANNEL EXPERIENCE
For the month of January 2014, the store the paintings of contemporary artists. This action is connected with #DIESELREBOOT initiative, this hashtag along with the names of the artists was displayed on the stores’ front. Potential client has few options: - To connect with Diesel directly on Tumbler,
Store window of Diesel, Milan
typing the URL from the store’s window
Store window of Diesel, Shanghai
DIESELREBOOT.TUMBLER.COM - To visit the personal page of the artist, as indicated on the store’s front, from the
2
mobile device. In case of www.fluate.net,
3
the page was unable to download in China - To find more information on other social media channels by typing #DIESELREBOOT, for example on Weibo. In this case, the Weibo posts from @Nicolaformichetti will appear in the search.
Omni-Experience At Store’s Window
1
windows of Diesel were decorated with
dieselreboot.tumbler.com
fluate.net
#dieselreboot on Weibo
evapapamargariti.tumbler
Fashionbi Publication, January 2014
22/85
OMNI-CHANNEL EXPERIENCE
in
the
brand
on”
sign
the
examples
placed with
icons
on
the
the its
of “Follow
Facebook store
OVS,
Variants of OVS Facevook pages via search
us
1
and
windows.
Omni-Experience At Store’s Window
Below,
It asked the people passing by the store to “follow” and “like” the brand and provided the QR code to do so. Example of OVS demonstrates a good omni-experience. The Brand has declared the main social media channels where it
OVS store window
is present and with the QR code, it allows easy switching from the store window to the engagement on Facebook, Twitter and other social media, and on the webpage of OVS.
2
The webpage too is mobile compatible and
3
poses no difficulties for a person to read the content. A person can easily continue to browse for information or look for brand’s products.
QR code leads to uscn.me/Bnwmv
Fashionbi Publication, January 2014
23/85
OMNI-CHANNEL EXPERIENCE
Trends and opportunities of what can be
1 Omni-Experience At Store’s Window
Ted Baker went further. The company recreated the store window with the social media posts thus giving common people a chance to be a part of the exposition. On the eve of Christmas, the brand launched a “Merry Kissmas” initiative and ‘Meet Me Under the Mistletoe’ campaign. Ted Baker welcomed its customers and all the people around the world to take a photo under the mistletoe and share the pictures on personal Twitter and Instagram profiles with the hashtag #KissTed. These pictures will then automatically be entered into a competition to win a romantic luxury holiday for two. To enhance the visibility of the campaign, the store at 5th Avenue, New York had digital screens installed, where, after a preliminary filtration by Ted Baker’s staff, all these #KissTed pictures were displayed for the general public.
2 Store window of Ted Baker
3
Similar practice can be applied to share the #lookoftheday pictures and/or the feedbacks from the clients. This will excite the curiosity of people passing next to the store window, as they too, by becoming a client, can show their sense of style on the brand’s front line – the store window.
Fashionbi Publication, January 2014
24/85
OMNI-CHANNEL EXPERIENCE
1.3. Omni-Touchpoint: Store Window And Brand’s
Store window of Moschino, EU
Store window of Gucci, EU
Description of the situatio n: what the potential customer can do at this Omni TouchPoint • Have additional information about the brand/product • Check if the brand provides e-commerce/m-commerce service • Check the whole collection, since on store window only a small part is presented • Find the other branded stores • Check the timetable of the store
It is a very common practice to indicate brand’s website on the store window these days. More advanced brands are putting QR
1 Omni-Experience At Store’s Window
Website
Store window of Gucci, China
2
code to send a potential client directly to their official website,
3
but still cases remain where the website is not mobile or tablet compatible. It shows that the omni experience was not well thought-out by the brand managers. Examples of Gucci and Moschino demonstrate the placement of brand’s website URL on the windows of the store.
Fashionbi Publication, January 2014
25/85
OMNI-CHANNEL EXPERIENCE
Case study: Here are two examples of H&M brand and Blancpain in Shanghai with URL of the brands’ website. If a potential customer will type the indicated URL on a mobile device, he/she will have two options to continue: either with the brand’s website or with the brand’s app. When a potential customer downloads the app he can also use it during the shopping experience. With H&M app, apart from being inspired by the numerous images about seasonal trends, a customer can also receive
Store window of H&M
http://h&m.com
exclusive promotions and offers at the local store (app is translated in Mandarin). The Blancpain app
Omni-Experience At Store’s Window
1
brand. There is a note on the windows of the store
2
not only assists the customer in finding the perfect
3
watch but also tells him about the craftsmanship behind. The app also updates them with the latest news. In addition, the app has a Chinese Calendar watch. But there are two limitations: everything is written in English and not in Mandarin and app is very heavy, almost 300 MB. Store window of Blancpain
http://blancpain.com
Fashionbi Publication, January 2014
26/85
Example of Casadei and Escada demonstrate how premium brands can place QR code on a store window without compromising the whole luxurious design of the store’s window. Also they show as how to make the QR code more appealing by adding the brand’s logo to the QR code image. The QR codes are situated at an “eye-level” and are big enough to be scanned with a phone without any difficulty. The only, but a serious problem was that the landing page, where this QR code lead to, was not readable/clickable via a smartphone.
Case study:
2
Case study Casadei: Call to action is to subscribe to the brand’s newsletter, but one cannot because of the following reasons:
›› Page not found ›› There is no mobile
Store window of Casadei
version of the
website or website itself is not mobile
“Sign up now for exclusive news on www.casadei.com”
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
compatible. www.casadei.com
Fashionbi Publication, January 2014
3
27/85
OMNI-CHANNEL EXPERIENCE
No doubt the websites of Casadei and Escada are very informative and well designed, but if a brand puts the QR code to provide a possibility for the client to visit the brand’s website from a portable device like a smartphone or a tablet, the website must be mobile
Omni-Experience At Store’s Window
responsive, otherwise such QR code is usless and even worse, it leaves a bad taste with the customer who tries it.
1
Case study:
2
Case study Escada: Call to action was visit brand’s website, but you cannot:
›› Website is not mobile responsive.
Store window of Escada
http://it.escada.com
Fashionbi Publication, January 2014
3
28/85
OMNI-CHANNEL EXPERIENCE
Izzue brand, that belongs to the IT Group, indicted the brand’s website, izzue.com, on the store’s this URL in the mobile device, he will be directly sent to the Chinese version of the website. On the website, a potential client can find additional information about products, stores, events and other news. The only limitation is that the website is not mobile compatible. In addition, a customer can connect with the company on various social media like Weibo or on WeChat via QR codes that are
Store window of Izzue
Adv banner on the store window of Izzue
displayed on the advertising banner.
Omni-Experience At Store’s Window
1
window in Shanghai. When a potential client enters
Case study:
2
Case study Izzue:
3
›› Website that is indicated on the store’s front is not mobile compatible
›› QR
code and social media links on the
advertising banner lead to the IT Group’s account on WeChat, despite the fact that Izzue brand has its own WeChat account
http://izzue.com
WeChat ID:ithkithk
Fashionbi Publication, January 2014
29/85
OMNI-CHANNEL EXPERIENCE
Almost perfect Omni Experience is shown by Geox
1
brand. There is a QR code for the “One man for 7
Omni-Experience At Store’s Window
days in nonstop rain” campaign. On Amphibiox.geox - you can read more information about this initiative, watch the video, browse through the collection, share on social media or find the location of a physical store. The potential customer has a really great experience with the brand until he/she decides to buy the shoes online.
Store window of Geox
You can enter the online store but it is not mobile responsive at all.
2 Case study:
3
Case study Geox: Call to action was to enter brand’s website, but:
›› QR code is hard to notice ›› No m-commerce service despite call to action “Buy online”
http://amphibiox.geox.com
Fashionbi Publication, January 2014
30/85
Trends and opportunities of what can be The, sometimes not so easy, QR codes and the simple stickers
They can also communicate with the beacon and exchange data
on the store window can be replaced by a Beacon technology.
and information. Inside each beacon is a non-rechargeable lithium
A Beacon is a bluetooth smart device that can send radio waves
battery that should last up to 2 years*.
to the smart phones and tablets in the radius of 70 meters. This technology provides endless possibilities for the fashion retailers. Beacon can be placed on a store window to send a welcome message to a person in front or near the window and invite him to visit the store or to send a notification with a link to the brand’s website/social media accounts for more information regarding products and offerings. This is proximity marketing. Even if a person won’t physically enter the store now, but through the smart
2
phone, he/she can visit the brand’s website for further information and thus start his experience with the brand.
3
One of the companies that provides Beacon technology for the retailers is Estimote, Inc. An Estimote Beacon is a small, wireless device that, when placed in a physical space, broadcasts tiny radio signals to smart devices. Smartphones, that are in range are able to ‘hear’ these signals and to estimate their location very precisely.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
Estimote Beacon
* http://estimote.com
Fashionbi Publication, January 2014
31/85
OMNI-CHANNEL EXPERIENCE
1.4. Omni-Touchpoint: Store Window And Brand’s
1
Description of the situation: what the potential customer can do at this Omni TouchPoint • Check/compare the prices of the products inside the store window and on the e-commerce/m-commerce • Add the products to the e-commerce/m-commerce wish list • Add the products to the e-commerce/m-commerce shopping bag • Buy the products directly from the store window
Omni-Experience At Store’s Window
E-Commerce / M-Commerce Store window of Terranova
It is increasingly becoming a trend to compel the people, who pass 2
by the brick-and-mortar store, to shop the brand online. How? Simply with a proper note on the store’s window. But then this is
3
not a true omni experience. A potential client still cannot truly do “window’s shopping”. There are very few examples of companies who really merge store window with online shopping experience and this is the trend for the close future. Store window of Intimissimi
Fashionbi Publication, January 2014
32/85
OMNI-CHANNEL EXPERIENCE
Case study:
Store window of Boggi
1
Example of Boggi demonstrates that apart from
Omni-Experience At Store’s Window
having the URL of the online shop on the store window, QR codes can also be used. But in case of Boggi, to scan the QR code, a person has to literally lie on the ground and even after such an exercise, you still cannot shop online as there is no mobile version of the website. Though there is e-commerce, but there is no m-commerce service. In reality these “stickers” with the URL of brand’s online store do not solve the problem of buying the items on the store window from the window. In such cases, these
2
windows just become another place to notify people that the products of the brand can be purchased online but nothing about the specific
3 http://shop.boggi.it
items on display at the window. Actual omni experience requires a homogeneous merger between the exposition at the brick-and-mortar and the online shopping, especially shopping on the mobile. Fashionbi Publication, January 2014
33/85
OMNI-CHANNEL EXPERIENCE
Case study:
1 Omni-Experience At Store’s Window
In case of Sephora store in Shanghai, passer bys are welcome to the store with a “Free WiFi” note as well as a message to shop online @sephora.cn. But despite the free WiFi connection, it still will be next to impossible for the visitors to navigate through the website and have additional information about the products inside the store, because website is not mobile compatible. It is totally focussed on the online sales - from the home page , the company is suggesting the
2
range of products to purchase, but a website
3
visitor can barely see it as there is no option for the mobile in-store application or m-commerce service. http://shop.boggi.it
Store window of Sephora
Fashionbi Publication, January 2014
34/85
OMNI-CHANNEL EXPERIENCE
Kate Spade, together with eBay Inc., launched touchscreen Manhattan were open 24 hours a day and 7 days a week to allow shoppers to select and order merchandise from Kate Spade Saturday. To purchase, people need to select
the items and
punch in their cell number to get a text that allows to schedule free same-day delivery. Another
pilot
test
was
made
by
Adidas
in
NĂźrnberg,
Store window of Kate Spade
Germany. The storefront window was remodified to act as a fully functional virtual store with life-sized products. Shoppers could explore, play with and drag the products of interest directly into their smartphone or tablet to purchase them
Omni-Experience At Store’s Window
1
storefront in New York. Four interactive window shops in downtown
2
online from Adidas NEO.
3
Store window of Adidas
Fashionbi Publication, January 2014
35/85
OMNI-CHANNEL EXPERIENCE
Trends and opportunities of what can be Adaptive storefront can become a reality in the near future. How does it work? Storefront can recognize the person passing by, thanks to Bluetooth low energy (BLE) and analyze the personal data stored on the mobile device (shopping habits and preferences) to offer the right items to the person as per his preferences and even as per the right season. Shoppers would swipe through personalised content, access product information (price, size and stock availability) and interact
Adaptive storefront
directly with it, place items in a virtual shopping cart, and of course make purchase.
Omni-Experience At Store’s Window
1
2
Here is a demo of the prototype http://fsh.by/PaIL3g
3
Store window of Adidas
* http://rehabstudio.com
Fashionbi Publication, January 2014
36/85
Apart from innovative digital screens, there is another interesting service to pay attention to. Imagine Fashion Window Shopper (iFWS) is a groundbreaking fashion and luxury digital destination featuring the most innovative stores from around the world. The first of its kind, iFWS allows users to ‘window shop’ in live time regardless of location. The idea of iFWS service is to allow customers to do the virtual window shopping of such stores as Bergdorf Goodman, Harrods, Bloomingdales, Bergdorf Goodman, Barneys and many others. The same principle can also be applied by the fashion retailers. Many times, it is hard for people to find the same products on the brand’s website or the online store as they saw on the brand’s store window some days ago.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
http://www.bergdorfgoodman.com
http://www.imaginefashion.com * http://www.imaginefashion.com
Fashionbi Publication, January 2014
37/85
1.5. Omni-Touchpoint: Store Window And Brand’s App Description of the situation: what the potential customer can do at this Omni TouchPoint: • Virtual fitting of the products from the store window • Engagement with store window
In 99.9% of the cases, there is the classical exposition with
Again in London, but this time Ray Ban gave an opportunity to virtually try glasses and interact with the touch screen. But there was now extra effort to drive the customer further to the store or online store. Virtual mirror is not an innovation, since 2008 the brand provides this service directly on its website.
mannequins, rather than virtual fitting of the brand’s products. Not so many companies are adopting the augmented reality for the store windows. But still there are some early adopters who have demonstrated the augmented reality of the store windows in practice, starting from early ‘10.
2
To celebrate Triumph Essence collection, brand created a magical experience for their clients in London. Virtual reality was
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
Store window of Triumph
Store window of Ray Ban
demonstrated not only via store window (men on the image sees a real model in underwear). A virtual mirror inside the store gave a possibility to shoppers to try an underwear without getting changed. All this by creating an avatar and showing the product on the avatar.
Fashionbi Publication, January 2014
3
38/85
An experience similar to Ray Ban was suggested by Bloomingdale.
Tissot showcased its collection, thanks to augmented reality,
People on the street were able to try different models of
twice: in 2010 at Selfridges London and in 2011 at Harrods stores’
eyeglasses, click a print button and then collect their picture from
windows.
the salesperson inside the store.
Unfortunately such campaigns are temporary lasting from few days
Those who did a trial of this service were really excited about it.
to few weeks. What is the trend for future? Permanent augmented
People shared their positive experience with the New York Daily
reality of a store’s window, with a seasonal change of collections.
News saying that it was a fun experience, they didn’t have the pressure of sales personnel and also they could know the price of the product.
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
Tissot at Selfridges’s store
Store window of Bloomingdale
Bloomingdale’s store
Tissot at Harrod’s store
Fashionbi Publication, January 2014
39/85
1.6. Omni-Touchpoint: Store Window And Online Adv/ Promotion
Moreover, video content is considered as one of the main formats of advertising and promotion. But its hard to understand as to
Description of the situation: what the potential customer can do at this Omni TouchPoint • Watch/download/share the video/photo campaign of the product/collection
According to the analysis made by MartiniMedia, advertising agency, in their recent studies agency declared that fashion and luxury companies plan to increase digital spending in advertising.
why brand’s are not spreading their fabulous images and videos directly from the store and the store’s window? If a company invests a significant amount of money in photo and video shooting as well as in its promotion, it‘s important to share the result with sizable number of people and these people can in turn share it even more, also advertising at the own window is free and has through social sharing a viral effect...
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
36% increase in rich media investments 2
40% increase video investments
3
57% increase in mobile investments 63% increase in social media investments
Fashionbi Publication, January 2014
40/85
OMNI-CHANNEL EXPERIENCE
Omni-Experience At Store’s Window
1
2 3
http://www.martinimediainc.com
Fashionbi Publication, January 2014
41/85
OMNI-CHANNEL EXPERIENCE
The major issue today is that all these
1
advertising images and videos are
Omni-Experience At Store’s Window
“static”. Either it’s a poster on the store’s window or a video, but in any case, it’s one sided communication without
any
possibility
for
the
onlookers to spread the content. In majority of the cases, when a brand is trying to demonstrate some sort of advertising or promotion content, it uses digital screens. These screens can have the latest video campaign of
Store window of Morellato
Store window of Castello d’Oro
Store window of Belstaff
2
a product or of a collection or simply can
have
continuously
changing
3
pictures.
Fashionbi Publication, January 2014
42/85
OMNI-CHANNEL EXPERIENCE
Case study: In a case of Jimmy Choo, they pasted a note on the door of the store regarding
m.row.jimmychoo.com
a film starring Nicole Kidman. We don’t know how many people actually went to jimmychoo.com from their home PCs to watch the film. But what we do know is that it’s quite difficult to find it on the mobile version of the website. Menu on
Omni-Experience At Store’s Window
1
mobile website looks quite long. If it 2
is a temporary mistake or it is always like this - we cannot know. But the question remains - how do I find Nicole Kidman there?
3 Store window of Jimmy Choo
Fashionbi Publication, January 2014
43/85
OMNI-CHANNEL EXPERIENCE
Case study:
1 Omni-Experience At Store’s Window
A digital screen was installed on the window of Peuterey store in Shanghai. It showcased the video campaign with Yan Ni, the brand’s ambassador. She is very well known in China and hence her name wasn’t displayed with the video. Such displays, as by Peuterey, can stimulate shoppers to discover more about a brand and to watch the full video with Yan Ni. If a person searches for Peutery on Youkuu, this video is appears at the top of the results. In this promotional video, Yan Ni expresses her
2
happiness to cooperate with Peuterey brand
3
from the early stage of the brand’s entry in China. Store window of Peuterey
http://youkuu.com
Fashionbi Publication, January 2014
44/85
Trends and opportunities of what can be But what if potential client, besides watching, can also download,
LG showcases its innovative Wireless Ultra High-definition
save and share the photo and video advertising content? In many
transmission technology, which allows you to view games,
cases, a campaign’s videos, the images of fashion or sport or
movies and other essence on Ultra HD TV’s in real time from the
luxury brands are an art and when a person really appreciates
smartphone.
such content, he/she will be glad and willing to share it with others
Further development can allow to reverse the transmission of
via social media. Brands can benefit a lot from such service:
1. Digital
data. With wireless energy, a potential client, when passing next to the
advertising via shop window can empower potential
digital screen of the store window, can receive the content (adv
customer to enter a shop and have more precise look on what
images or video) on his device. He/she can later share it on his
he saw before (the same as with mannequins )
social media accounts and maybe with “check-in” feature, even
2. Brands can save additional advertising fee for the promotion on social media if people around can share the brand’s content on their social media timeline.
.
to notify others where he/she is. It can be a new era for advertising techniques!
1 Omni-Experience At Store’s Window
OMNI-CHANNEL EXPERIENCE
2 3
Technology that can make this plan is wireless energy and high speed data transmission, since Bluetooth or WiFi cannot provide fast exchange of the large data volume like high-resolution images or videos. Ultra HD TV by LG
IPMS Fraunhofer
Fashionbi Publication, January 2014