CONNECTED RETAIL: THE REINASSANCE of bricks and mortar fashion stores
Major Project Paula Rodríguez Martínez Level 6 BA Fashion Marketing and Communication 09/06/2015
BACKGROUND & CHALLENGE
Social Changes
Technology Advances
E-commerce Rise
HOW OMNICHANNEL STRATEGY IS AFFECTING BRICKS AND MORTAR’ ROLE?
UNIFIED WORLD OF EXPERIENCES
MOBILE ‘CENTERED’
HOW RETAIL TECHNOLOGY CAN CONTRIBUTE TO GET CONSUMER INSIGHTS TO IMPROVE POINT OF SALE PERFORMANCE?
HOW COMPANIES CAN USE RETAIL TECHNOLOGY TO BRAND BUILDING? Retail + Entertainment = ‘Retailtainment’, the summit of in-store experience BRAND
BEFORE
DURING
AFTER
HOW BRICKS AND MORTAR CAN INTEGRATE RETAIL TECHNOLOGY & BIG DATA WITHIN THEIR BUSINESS STRATEGIES?
THE OMNICHANNEL LOOP
WHAT
Elements for achieving a successful omnichannel strategy Different levels of implementation HOW Personalize strategies Keep open-minded Test & reinvent
THE OMNICHANNEL LOOP
ASSETS
RESULTS
Retail Technology
Customer Insights (CI)
Social Media
Brand Experience & Level of Engagement (B&E)
Online Facilities
On & Off Integration (On&Off)
Employees
Customer Expectations (CE)
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
The Convenience Store
THE OMNICHANNEL LOOP: The Convenience Store
ASSETS
POS System
None/Essentials
RESULTS C. Insights: none Brand E. & Level of Engagement: none
None/Essentials
On & Off: none
Sales Associates
C. Expectations: low
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
The Convenience Store
THE OMNICHANNEL LOOP: The Convenience Store
NEXT CHALLENGES Start Embracing Omnichannel
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
Implement RFID tags Go online Educate staff
The Convenience Store
THE OMNICHANNEL LOOP: The Shopping Journey
ASSETS
RESULTS RFID
C.I: demographics
Advanced
Brand E. & L. of Engagement: moderate
Advanced
Fashion Informers
On & Off: beginner phase C.E: higher & not met
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
The Convenience Store
THE OMNICHANNEL LOOP: The Shopping Journey
NEXT CHALLENGES
Omnichannel Hub
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
Implement advanced
retail technology Brand building
Train staff
The Convenience Store
THE OMNICHANNEL LOOP: The Buyer Trip
ASSETS
WIFI, NFC, Pedestrian Traffic Counters and Software
Inside the brand world
RESULTS C.I: demographics, historical & situational
Brand E. & L. of Engagement: prosumers
High developed
On & Off: advanced
Brand Informers
C.E: higher & not met
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
The Convenience Store
THE OMNICHANNEL LOOP: The Buyer Trip
NEXT CHALLENGES
Endless Innovation
Data Personalization
The Customer Nirvana The Buyer Trip
Implement ‘buyer personas’ strategy
Motivate Staff
The Shopping Journey
The Convenience Store
THE OMNICHANNEL LOOP: The Customer Nirvana
ASSETS
RESULTS
Beacons, Digital C.I: demographics, Signage, Content historical, Management System, situational & Recommenders, behavioral Smart Fitting Rooms & Digital Mirrors Brand E. & L. of Engagement: loyal One brand world customers
High developed
Brand ambassadors
On & Off: totally C.E: the highest ones
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
The Convenience Store
THE OMNICHANNEL LOOP: The Customer Nirvana
NEXT CHALLENGES
Beyond ‘Buyer Personas’: ‘Tailor-made Data’
Endless Innovation The Customer Nirvana The Buyer Trip The Shopping Journey
The total & individual identification of customers which will allow the most personalized brand-customer relationship
The Convenience Store
THE OMNICHANNEL LOOP KEY ELEMENTS RECOLLECTION & INTEGRATION HOLISTIC VIEW CUSTOMER EXPERIENCE
DATA PERSONALIZATION
BUYER PERSONAS
TAILOR-MADE DATA HHRR ENDLESS PROCESS
THE RENAISSANCE OF BRICKS AND MORTAR FASHION STORES “Humanized point of sales which enable relationships among brands and customers, that go beyond the traditional barriers of time, space and channels”
THANK YOU!