A presentation on the latest concepts and trends and how the affect consumer behavior and marketing strategy. References to interesting examples and sources.

1. New technology concepts to
drive customer engagement
in the retail world

2. 2015 global digital snapshot
TOTAL
POPULATION
ACTIVE
USERS
ACTIVE SOCIAL
MEDIA ACCOUNTS
MOBILE
USERS
7,210
BILLION
3,010
BILLION
2,708
BILLION
3,649
BILLION
PENETRETION: 53% 42% 29% 51%
YoY CHANGE: +1.6% +21% +12% +5%

3. Europe is in the game
TOTAL
POPULATION
ACTIVE
USERS
ACTIVE SOCIAL
MEDIA ACCOUNTS
MOBILE
USERS
837
MILLION
584
MILLION
387
MILLION
1,104
MILLION
PENETRETION: 72% 73% 46% 132%

4. Internet penetration

5. Mobile penetration

6. Social Media penetration

7. Digital commerce
39%14% 69%
INDIA UK
16%6% 37%
JAPAN SOUTH KOREA
e-commerce
m-commerce

8. Visual optimization
1998:
8 Billion
2014 (est.):
880 Billion
2014:
1.8 Billion
150% increase from 2013
515% increase from 2012
Sources: Kodak, Yahoo, L2,Kleiner Perkins
PHOTOS
TAKEN
PHOTOS SHARED
PER DAY

9. What does it all mean?
∕ Consumer time spent with digital and mobile
media is changing how consumers prefer to
engage with businesses

10. What does it all mean?
∕ E-commerce accounts for an estimated 5 percent
total of European retail

11. What does it all mean?
∕ Mobile payments and mobile banking are
reaching key milestones
∕ Social networks will serve as shopping platforms.

12. ∕ Omnichannel will keep businesses in the game
∕ Relevance to the brand and to the customer will
determine for how long
What does it all mean for you?

13. What does it all mean for you?
∕ Keep the customer loyal
∕ Outshine competition
∕ Optimize operation
∕ Increase customer spending
∕ Maximize (and keep maximizing) profits

15. Old School going Digital

16. ‘New School’ going Physical

18. Kate Spade Saturday

19. Macy’s Department Stores

20. C&A Hangers
https://www.youtube.com/watch?v=Hba1wnpVzoQ

21. Walgreens Mobile App

22. https://www.youtube.com/watch?v=dwt-mgxq_ao

23. virtual grocery stores
https://www.youtube.com/watch?v=7JItU05mjCk

24. Walmart Pickup

26. Mobile Self-Scanning

27. Scan Anywhere

28. Online Only

29. Shadow QR Code
https://www.youtube.com/watch?v=EvIJfUySmY0

31. Rubens Art Museum
http://vimeo.com/95948530

34. Mobile Applications/1

35. Mobile Applications/2
What’s a mobile app?
software
program
should be
downloaded
needs internet
access
accessed
directly using a
smart mobile
device

36. Mobile Applications/3
Apps can display
∕ Information on services
∕ Locations visible in maps
∕ Push Notifications
∕ Instant messages (special offers)
∕ Reservation (Ticketing, Queuing,
Appointments)
∕ Payment
∕ Guided shopping

37. Mobile Applications/4

38. Mobile Applications/5
Mobile apps vs Websites

39. Mobile Applications/6

40. Beacons/1
Identity & Proximity Application
Relevant user
experience

41. Beacons/2
https://www.youtube.com/watch?v=SrsHBjzt2E8

42. Beacons/3
MARKET M
A
L
L
STORE
TONIGHT

43. Digital Signage/1

44. Digital Signage/2
Retail

45. Digital Signage/3
Restaurants & QSR

46. Digital Signage/3
Banking
https://www.youtube.com/watch?v=JC1j7PYCZ_A

47. Wearable Technology
https://www.youtube.com/watch?v=eYw-PJmbqlM

48. Mobility
https://vimeo.com/85753674

49. mPOS

51. Data Utilization
http://www.experian.com.au/consumer-
segmentation/mosaic-consumer-segments-2013-
videos.html

52. Data Utilization
Mosaic data to provide a “richer picture” of
customers
Demographic profile
Residence
Durable goods
Car
Financial Services
Media usage Entertainment
TravelShopping Preferences
Attitudes
Values
Views
Census data
AgeGender Marital StatusOccupation
Transaction data
(typically forms the start of any client analysis)
Education

53. Insight into customers, locations and
markets 1
Customer Insight
“What products do they buy, where, and
when?”
“Where should marketing
initiatives be directed?”
“What is the best means of communicating with
them?”
“What products and services
should be offered?”
“What is their profile, and how
do they behave?”
“Where do customers live?”
“How much expenditure do they
account for?”

54. Insight into customers, locations and
markets 1
Retail Location Insight
“Which weaker stores
should be down-sized or
closed?”
“How can existing stores improve their sales?”
“Does the store chain achieve optimum market coverage?”
“How can the chain be segmented on the basis of
performance and market characteristics?”
“Which stronger stores
require re-investment?”

55. Insight into customers, locations and
markets 1
Market Intelligence
“What do store catchment areas look like?”
“How do stores impact one
another?”
“What are a location’s key characteristics?”
“What market share does a store achieve?”
“Are there untapped market ‘hot-
spots’?”
Store 1
Store 2
Store 1
High potential
“Where are competitors and
what are they doing?”

56. Data Alignment
Customers don’t think about channels - they just want convenience
http://www.experian.com/marketing-services/cross-channel-marketing-platform-video.html

57. The loyalty report
29% of Members
would not be loyal to
the brand, if it weren’t
for the program.
60% of Millennials
are willing to switch
brands they buy if it
means getting more
benefits.
72% of customers
are interested in
interacting with their
loyalty program through
a mobile device.
4,6x higher satisfaction
with the loyalty program is
among consumers who
strongly agree that the
communications they receive
from the brand are relevant.

58. Rewards-based Loyalty
channel
preferences
amount interaction

59. Summary/1
• Customers will come to expect a better type of shopping
experience across channels that they choose at a time they
want
• Brands must invest in omnichannel solutions and ensure
that convergence benefits consumers and increases
satisfaction both online and off
• Tracking, analyzing and monetizing customer data will
become increasingly important
• Ensuring “last mile” delivery capacity likely to become more
challenging, and we are likely to see more partnerships
emerge to most efficiently manage cost, capacity and
demand

60. Summary/2
• Theater—the art of dramatic presentation—is the key to
creating a differentiating retail experience (Innovative
digital shopping experiences like virtual shelves,
storefronts, and fitting rooms are accelerating)
• Retailers must master mobile to make purchasing easier,
step up service, emphasize storytelling and personalization,
and integrate the physical and virtual to create better
customer experiences
• Social technologies present a key opportunity for retailers
to build relationships with their consumers

61. Summary/3
• As traditional retailers go increasingly virtual, digital players
are building up their physical presence
• Marketers are increasingly adapting their budgets,
strategies and tactics to reach consumers across digital
touchpoints at the right time and context
• If you truly believe you offer the best deals, then let
customers access search and surf in-store

62. To do list
1. Identify what bugbears your customers have with your
retail operation. Can technology help speed up queues?
Remove crowds? Offer better ways of explaining and
demonstrating your product range?
2. Trial different technologies; if it doesn't work, dump it –
but if others do work, they could open up opportunities for
your business that other competitors have yet to exploit.
3. Uncertain how to move forward? Then call in an expert
supplier to help clarify and hone your vision.

63. Additional sources
• McKinsey&Company: Retail 4.0: The Future of Retail Grocery in a Digital World
• Interbrand: Best Retail Brands 2014
• We Are Social: Global Digital Statistics 2014, 2015
• Beyond: 12 Trends for 2015 What Marketers Should Be Thinking About in Digital
• References / Mellon partners:
– Ingenico
– Gemalto
– Estimote
– LG Commercial Display
– Experian
– CRM.com
– NemoQ

64. Thank you
www.mellongroup.com
marketing@mellon.com.gr