FORECASTING FUTURE digital_food_retail
OUR_ MISSION
Observe the state of the grocery Understand our perspective Research the trends in the digital, food, and retail markets
How will the Digital Grocery Respond?
se of etail
CURRENT GROCERY_
o buy time
ks to ction
duce, esign
Amazon Fresh combines the ease of Amazon shopping with food retail Scan Wall allows shoppers how consumers use their to buy groceries in their how consumers use their SMARTPHONES waiting time SMARTPHONES
compare prices in store review products find coupons
38% 32%
Peapod incorporates food trucks to add an element of human interaction
24%
scan barcodes 22%
FMI’s Food Retailing 2013 FMI Food Retail 2013
Target integrates produce, housewares, and design
How do we get to the grocery store?
use a smartphone one hour or more per day
82%
2%
1%
65%
7%
13%
77%
9%
8%
never use a tablet daily
What apps do we use most?
59%
use a laptop three hours or more per day
18%
15%
10%
Frequency of Use Frequently
Occasionally
Seldom Never Text Smart Phone Tablet Laptop
Phone
Video Chat
Games
Online Shopping
Music
Information
GPS
TV/Video
Social Networking
PROCESS_ Research_ Digital Food Retail
Travel_ Amelia, OH Cold Spring, KY Hebron, KY Chicago, IL
“”
If you do something and it turns out pretty good, you should go out and do something else wonderful. Don’t dwell on it for too long, just figure out what’s next. steve jobs
Analytics
Personalization
Integration
Openness
Accessibility
harnessing our data
customizing your experience
experiencing your world
opening our discourse
accessing common knowledge
ANALYTICS_ Using, collecting, and integrating large amounts of data to enhance and expedite experience
Smart_ Inventory Digital_Herd_ Mentality Managing_ Digital_ Self
Smart_ Inventory Digitally monitoring inventory streamlines the shopping experience while collecting customer information and creates efficient business operations.
Hointer Jeans
“Now you can run hundreds
and thousands of models at the product level – at the SKU level – because you have the big data and analytics to support those models at that level.” Kerem Tomak_Macys
Shopping with “remote control” Mechanical placement of jeans in a dressing room from scanned information on a smartphone. Checkout is digital: just swipe your card and walk out, with same-day delivery. Digital inventory creates more efficient business operation and condenses store size.
“If someone likes something, you’re more likely to like it too.”
Kenneth Chang_New York Times
Digital_Herd_ Mentality Seeing others’ digital data encourages people to conform to the same data
Amazon Reviews Others try before you buy After making a purchase on Amazon, customers are able to go back and post a rating and provide feedback on the product and seller, which becomes visible to other users. This enforces the idea that other opinions that are made freely available digitally influences our opinions.
Managing_ Digital_Self Being in control of your personal information and data history, and its visibility to the public
“They’re connecting with the audience that they want to connect to. It’s almost a disadvantage if you’re not on it now”
Mark Zuckerburg_Facebook Founder
Facebook & LinkedIn Creating a personal profile where image can be controlled allows social media outlets to utilize information to provide personalized advertisements and tailored data. Using this willingly given data is an obvious and valuable way to collect every kind of data about the population.
Analytics
PERSONALIZATION_ Instant recognization and customization where environment responds to consumer
Health_Ownership Customization Emotional_ Connectivity
Health_ Ownership Consciousness of your body’s needs and the reaction to fulfill those needs
Under Armour E39
“That’s the trend in both medicine and sports,becauseyoucanmeasureit,youcan personalizeit.Youcanputtheminthetight trainingzoneforpeakfitnessandnoinjury.” Brian Russell_Zephyr CEO
Clothes that care Precisely controls what a user’s food is made of and the nutritional content. Built in triaxial accelerometer, heartrate monitor and breathing monitor. It gives real time data including hydration levels and performance of lung capacity.
“Consumers are really looking to have their personal tastes reflect in all things they’re doing and using.” Liza Laibe_MiOi Senior Brand Manager
Customization Creating based on a consumer’s needs and wants. Just for you
CMO 3D Printer Ideas Materialized
3D printing allows consumers to make their own product in store that will be used in everyday life. Personalized cases can be made in-store and a detailed level of satisfaction is achieved.
Emotional_ Connectivity Telling a powerful story and creating an experience that brings people together leaving a lasting impression. Familiarity.
AT&T Digital
“Ignoring the emotional side of product
experience would therefore be like denying that these products were designed, bought, and used by humans.” Pieter Desmet_Delft University of Technology
Protecting what matters
AT&T Digital Life responds to the consumer’s desire to be able to manage aspects of their life remotely. Digital Life does this by providing a mix of security and automation.
Personalization
INTEGRATION_ Combining the seperate facets of retail experiences into one streamiled path from customer desire to purchase
Seamless_ Experience Incentive_Based_ Retail Closed_Loop_ Markets
“TheUPisessentiallyacomputerthat fits around your wrist.” Rik Sharma_Daily Mail UK
Seamless_ Experience When technology doesn’t inhibit the user from fluently using technology to the point where it fades ino the background
UP Jawbone You at a glance Wearable fitness tracker and mobile app Tracks sleep to optimize REM cycles Shares your progress with your friends Instant Feedback without manual input
Incentive_Based_ Retail A system of rewards and incentives that encourages consumers to participate in otherwise unpopular activities
VWSpeedLimitLotto Making Safety Fun
“There was a 22% reduction in
A system that rewards drivers for obeying the speed limit
drivers’ speed in the first week after implementation.”
Camera records license plate and digitally identifies the car owner
Swedish National Society for Road Safety
Integrates a reward into a previously penalty based system
Closed_Loop_ Systems
“In this controlled environment, high yields per square foot make the business profitable and efficient for urban communities.
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Dan Divelbliss _Founder
Integration of waste back into the system and utilization as a productive resource
WaterField LLC Cradle to Cradle
Integrates aquaculture and hydroponics Digitally monitored system maximizes resources and eliminates waste Efficient food production in non-traditional environments
Integration
OPENNESS_ Voluntarily disclosing information about products, practices, and pricing
Consumer_ Enlightenment Social_ Responsibility Open_Source
Consumer_ Enlightenment Topic Providing general insight to a product. Consumers seek awareness about a product’s origins, history, quality, etc
Zady Badges describing methods of production
“It’s all part of the movement of the ‘conscious consumer’.” Maxine Bédat and Soraya Darabi_Zady
Zady is about connecting readers to a story, protecting heritage craftsmanship and bringing prosperity to the designers and creators who deserve it most.
Social_ Responsibility A company commitment to socially equitable methods and practices with the world in mind
Whole Foods
“Just as people cannot live without eating, so a business cannot live without profits. But most people don’t live to eat, and neither must businesses live just to make profits.” John Mackey_Founder of Whole Foods
“Whole-istic” living A reputation and experience built on naturally grown high quality foods, locally friendly stores, and strong community involvement. Whole Foods constantly communicates to its customers their efforts towards socially responsible goals.
Open_Source Providing free and concise information on products and practices
BizVizz Corporate accountability app
“This is all public information. We’re just making it visible [for] consumers who prefer to shop their values.” Brad Lichtenstein, BizVizz Press Release
BizVizz provides crisp visualizations to convey information on tax records, companies’ campaign contributions,ownershipchains. Giving people the tools to hold corporations accountable.
Openness
ACCESSIBILITY_ Removing barriers to resources
Digital_Sprawl Automated_ Convenience Pop_Up_Retail
Digital_Sprawl “Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge. That’s what we’re doing.” Jimmy Wales_Wikipedia Founder
Increased technology distribution which allow a greater demographic to access the digital world
Loon for All Up and away A Google project in developing regions of Africa and Asia, this project is a balloon which will connect the two thirds of the population who do not have internet access. Hovering on the edge of the stratosphere, these balloons will fill coverage gaps as well as help people receive online access after disasters.
Automated_ Convenience Using technology to engage efficiently and to meet the needs of everyday life
Adidas Storefront
“The smartphone revolution is underhyped, more people have access to phones than access to running water. We’ve never had anything like this before since the beginning of the planet.” Marc Andreessen_Mosaic Founder
Out-of-store experience This virtual dressing room focuses on a personalized and interactive experience that places a whole new spin on window shopping. Customers can experience a fully functioning store with life-size products which they can add to a virtual cart on their smartphones.
Pop_Up_ Retail “It is impossible to get excited about a new place that’s opening indefinitely. You think, ‘Oh yes, I’ll go to that at some point’ and you end up there in 20 years. Whereas if it’s temporary it’s like: ‘We’ve got to do it right now.” Kira Cochrane_The Guardian
A temporary retail environment which is controlled by high demand and dictacted by shortterm limited access
Airwalk Invisible pop-up store Airwalk shoe company used their app to create an opportunity for customers to gain access to an anticipated and exclusive new shoe design. The clients purchased their new shoes virtually and then met at a specific GPS determineed place to pick up their purchase: the Venice boardwalk for some and Washington Square for others.
Accessibility
Thank_You