Keynote for Colruyt Group for an innovation / R&D inspiration meeting about the coming changes in consumer technology and the impact they have on retail and point-of-sales interaction.

1. In The Age Of Consumer Empowerment
MIEL VAN OPSTAL | 2016, MAY 20 FUTURE OF RETAIL & CONSUMER BEHAVIOUR

2. MANAGING THE FUTURE
EXPECTATIONS OF THE
HYPER-CONNECTED
CONSUMER

3. WE LIVE
IN
DIGITAL TIMES

4. WE ARE ARCHITECTS OF OUR OWN DEMISE
…and it will push us towards our survival
TOOLS DON’T CREATE ACTION,
CLEAR STRATEGY AND EFFECTIVE
CONSUMER ENGAGEMENT DO

5. BRAND EXPERIENCE
IS MORE IMPORTANT
THAN PRODUCTS

6. PERSONAL SERVICE SUPPLY, TALKING
TO AND REASONING WITH PEOPLE
CAN AND WILL BE PROGRAMMED

7. Virtual Agents, Video Concierge Services
Intelligent Interactive (POS) Connected Displays
Smart Display Streaming Networks
Universal Language - & Voice Recognition Technologies
Deep Learning & Artificial Intelligence
THE ALWAYS-ON, INSTANTLY TAILORED AND
HYPER-PERSONAL CONCIERGE SERVICE
IS THE ULTIMATE PERSONAL CONNECTION

8. source
CONCIERGE SERVICES
ARE THE NEXT BIG THING

11. source
VIRTUAL SERVICES GOOGLE NOW
AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK

13. viv.ai

14. HONEST IMMERSIVE BRAND
EXPERIENCES WILL CREATE
MORE PROFOUND CONNECTIONS

15. AMAZON ECHO
IS A VIRTUAL CONCIERGE
READY FOR E-COMMERCE

17. EXPECT DASH BUTTONS TO BE BUILT DIRECTLY
INTO BRANDS’ OWN HARDWARE.

18. source

22. CONNECTED DEVICES GIVE
US CUSTOMIZING POWERS
OVER SMALL DETAILS IN
OUR DAILY LIVES.

23. BAIDU’S SMART CHOPSTICKS, ALSO KNOWN AS KUAISOU IN CHINESE,
CAN MEASURE THE FRESHNESS OF COOKING OIL,
pH LEVELS, TEMPERATURE AND CALORIES,
AND EVEN FRUIT SWEETNESS WITH VARIETY AND ORIGIN DATA

24. source
SCIO

25. THE AMOUNT OF HYPER-PERSONAL
DATA PRODUCED BY CONSUMERS
IS UNPRECEDENTED AND IMMENSE

26. source
HONEST IMMERSIVE BRAND
EXPERIENCES WILL CREATE
EMOTIONAL CONNECTIONS

27. source

28. A SENSORWAKE ALARM CLOCK CAN LITERALLY WAKE YOU UP
WITH THE SMELL OF FRESH COFFEE. (BACKED BY GIVAUDAN)

29. source: linkedin / gaping void
WE PAY A LOT FOR
A FEW SECONDS
OF ATTENTION

30. With each email, we’re asking people to
commit a measure of their time, and we
try to be respectful of that.
Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAK
OF CONTENT MARKETING AND
ONLINE ADVERTISING

31. source
INVENTIVE COMMERCIALIZED
LEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES

32. MOTIVATED CONSUMERS
ACTIVELY HELP IMPROVE
YOUR BUSINESS PROCESSES

33. The customer journey decentralizes,
becoming a series of
non-linear mobile-centric micro-moments,
mimicking everyday
consumer activity and communication.
To reach mobile customers in each
moment of truth requires new
methodologies for search,
advertising, content engagement,
sales and support.
HYPERLOCAL CONTEXTUAL AND CONVERSATIONAL CONTENT
WITH LIVE SUPPORT AND CONSUMER JOURNEY GUIDANCE, TO
CREATE EXPERIENCES TO PURSUE CONVERSION AND ESTABLISH
A SINCERE AND STRONG EMOTIONAL BRAND CONNECTION

34. THE ON-DEMAND ECONOMY WAS
INITIATED BY A
MOBILE FIRST APPROACH

38. Source: http://www.gauc.be/news/detail/cross-device-tracking-with-a-user-id
MULTIPLE POCs
CONTEXTUAL
MICRO MOMENTS

39. IT’S A CONDITION
IT’S FOMO
IT’S OPPORTUNITY

40. Retail beacons have huge potential, but it can only be met when
chains move beyond seeing beacons solely as tiny ad broadcasters

42. Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend

43. Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend

44. Shift in paid discovery

45. The retailers who can compete are those which can create value by
reducing the stress of the shopping mission.
— Steve Mader, Vice President – Digital & Retail Insights at Kantar Retail
FRICTION REDUCTION
IN EVERY STEP OF THE
CUSTOMER JOURNEY

46. THERE IS A NEED FOR A UNIVERSAL, PORTABLE, CONNECTED CONSUMER PROFILE
THERE IS AN OPPORTUNITY TO OWN THE SPACE BETWEEN BRANDS AND CONSUMERS
TO FACILITATE THE IN-APP CONNECTION, ANALYZE AND COLLECT CONSUMER DATA
TO OWN THE PLATFORM THAT DISTRIBUTES TAILORED RELEVANT INFORMATION

47. • Take-Aways for Today
• Collecting and processing real-time analytics
• Owning the buffer zone between brands and customers
• Responsive customer - & conversion journeys
• Intelligent Data Management, Smart Data Collection
• Inbound marketing strategies
• From omni-channel to right-channel
• B2B, B2C, C2B & O2O

48. http://www.nytimes.com/2015/09/02/technology/personaltech/google-says-its-not-the-driverless-cars-fault-its-other-drivers.html?_r=0
HUMANS ARE
THE
WEAKEST LINK

49. linkedin.com/in/mielvo
@coolz0r
+32 472 675 692
miel@wavelab.be
MIEL VAN OPSTAL
Much obliged!