SXSW 2011 - Kiosks, Mobile and the Evolving Retail Experience

Kiosks, Mobile and the Evolving Retail Experience

FK Funderburke and Hilding Anderson

Speakers

FK Funderburke

Hilding Anderson

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The Changing Retail Experience

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The Situation: retailers are under pressure â&#x20AC;&#x201C; just barely back to 2007 holiday season levels

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And e-commerce takes up a growing percentage of overall retail sales

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Tale of two companies

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Consumer’s shopping process is no longer linear   A proliferation of

engaging digital touch-points   Non-linear, cross-channel   Web-first for many consumer buying decisions

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New technologies: touch screens, interactive displays, digital signage, mobile are changing the way consumers shop Interactive displays Weâ&#x20AC;&#x2122;ve rediscovered the power of Touch (in a good way!)

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We are witnessing the integration of these new technologies into the evolving retail experience QR code redemption Mobile Couponing

Mobile Wallet

QR coded advertising

RFID technology

Microsoft’s 2-D “TAG” barcode

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The way we do simple, everyday tasks has changed

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The way we shop in a store has changed too…

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The Future of Retail

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Our vision of the future of retail 1.  Mobile is ubiquitous…and an enabler 2.  In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets 3.  Interactive kiosks will become more important and common, with increased functionality and deeper integration into the retail experience 4.  Digital Signage in-store will grow…and integrate into kiosks 5.  Loyalty will become a central component…and tie into social media 6.  The continued importance of .Com channels 7.  RFID & Checkout: New Ways To Buy… 8.  Social shopping: geo + mobile + physical

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Mobile is ubiquitous…and an enabler Actions / Benefits: Native Apps Check In  Get A Deal Access Wish List Mobile Payments / Mobile Wallet View Rewards & Loyalty Scan Share Order

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In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets Actions / Benefits: Scan items Check Inventory Digital Sales Assistant Order & Pay for out of stock items Customer Reviews & Social Media Links Compare & Contrast Items Idle Screen = Digital Signage

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Digital Signage in-store will growâ&#x20AC;Śand integrate into kiosks

Actions / Benefits: Communicate Products & Offers Day-parting Social Media feeds News Video Instructional

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Interactive Kiosks Actions / Benefits: Scan Items and get suggestions – outfits, goes with Occasion based suggestions – Work, Weekend, Whatever Configure Outfit – Save to Closet Take a Photo and Share Retail App – not in store, no problem News Feed – Surface Twitter Share outfits and experiences in store through Social Media Idle Screen = Digital Signage Content – New Items, Specials, Twitter Feed

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Loyalty will become a central componentâ&#x20AC;Śand tie into social media

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The continued importance of .Com channels Actions / Benefits: Start shopping experience Immersive Heads up display of account Wish List Share with Friends

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RFID & Checkout: New Ways To Buy… Actions / Benefits: Living Sales Ticket Scan for Information Smart Inventory Quicker Check Out Lines Track your dog

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Social shopping: geo + mobile + physical

Actions / Benefits: Your friends + your buying history = social shopping

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What Does This Mean For The Business Of Retailing?

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First letâ&#x20AC;&#x2122;s look at when Social Media and Retail first met

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Social Media and Retail: Rough First Couple of Dates WHAT are they saying about my brand?

WHERE are they saying it? WHY are they saying it?

WHO is saying it? HOW can I leverage what they’re saying?

HOW do I engage with them? It’s a new CHANNEL!

I’m ok with this, I think.

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But now you can come in, snap a picture, and compare prices online and near your location using an app

Retailers are still figuring out what to do with these new channels â&#x20AC;&#x201C; how do you maintain control when consumers can price shop in every aisle ÂŠ Copyright 2010 Sapient Corporation | Confidential

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To address these changes, retailers are creating a new in-store experience Digital Signage

Touch Display Mobile

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In-Store Experience

Point of Sale

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With improved loyalty and rewards initiatives

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And new floorplans and new designs

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Which enable more personalization & data through brand-owned apps and experiences Goals: Know Customers Better Leverage Data Improve/Increase Customer Affinity and Satisfaction

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What Does This Mean For Consumers?

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Consumers implications   They will be watching: less privacy   Improved channel choice   More interactivity

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They will be watching: less privacy

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Improved channel choice Consumers have many more connections to the brand

tv/video communities mobile email online store microsites

THE BRAND

syndication

kiosk display ads

retail search

promotions

print partnerships

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More fun in the mall

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Privacy: the near future

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Some important questions remain   How comfortable will consumers be with the privacy implications of personalized product offers and location-aware apps owned by the major retailers?   To what degree will physical stores continue to be important? The Redbox effect?   How adaptable will the U.S. consumer be to the new kiosks and mobile device integration – walk in and swipe your phone on the kiosk?

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Questions?

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Appendix

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Kiosks, Phones, Tablets, Signage – Retail is Different

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The digital customer experience

Digital mindset is influencing how consumers see retail

There is a big difference between watching & participating Traditional media most often involves a static push experience. But consumers are now looking for traditional retail experiences to respond and engage them the same way digital experiences do The game has changedâ&#x20AC;Ś

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