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I‟ll take it!
   What we‟ve learned from the shopping revolution, and what‟s
   coming next
   July 2012




Slide 1 © Fjord 2012 | Confidential
1890s: Stone‟s Store,
in Roselle Park, NJ,
becomes the first
shop to be lit by
Thomas Edison‟s
                                                                                          1916: Clarence Saunders opens
carbon filament light
bulbs                                                                            Piggly Wiggly, the first self-service grocery
                                                                                                       store, in Memphis, TN
                              1900: Mass-production of clothing
                              becomes commonplace as department
                              stores proliferate, selling ready-to-wear
                              items



                                                                              The last shopping
                                                                          revolution happened over
                                                                               100 years ago.


      Slide 2 © Fjord 2012 | Confidential
Shopping will never be the same.

The High Street is changing. Where the last 50 years have seen a transition from small
local merchants to chains and megabrands, the next decade will bring a massive shift in
the opposite direction.
• Services will become as important as objects
• Shared and Pop-up retail will become commonplace
• Up to 30% of retail space will permanently disappear… and even more will radically
   change




Slide 3 © Fjord 2012 | Confidential
We have entered a new era




Slide 4 © Fjord 2012 | Confidential
Why not „The Retail
                                      Revolution‟?

                                      Because that‟s not how people
                                      think. And if businesses are to
                                      survive the revolution, they need to
                                      understand the human perspective.
                                      Humans don‟t “visit retail
                                      establishments.” Humans shop.

                                      Shopping doesn‟t just happen in
                                      shops, either. And in order to
                                      identify opportunities, we need to
                                      be able to see the whole picture of
                                      what shopping is and can be.




Slide 5 © Fjord 2012 | Confidential
Shopping: the human perspective




Slide 6 © Fjord 2012 | Confidential
It‟s not a linear experience

                                                            give up




friends                               fit          trends             delivery

cool              quality                   look         wait              support

                     price                     service                           returns




Slide 7 © Fjord 2012 | Confidential
Many variables = complex challenge




                                      ?
                                What I‟m buying         Personal factors
                               Everyday purchases          Cultural context
                                  Big ticket items      Age and social status
                              Long term investments     Financial comfort and
                             Clothing and accessories        confidence
                                        Gifts




Slide 8 © Fjord 2012 | Confidential
Beyond retail: the shopping ecosystem




Slide 9 © Fjord 2012 | Confidential
3 keys to understanding the revolution



                  @


         Online vs. offline             People pay for       Changing
             is a myth                 what makes them   infrastructure is
                                          feel good        changing the
                                                               rules




Slide 10 © Fjord 2012 | Confidential
Thank you.
   The online/offline
   myth




Slide 11 © Fjord 2012 | Confidential
Online/offline: there is no such thing.

Online/offline has not been a meaningful distinction for some time.

Digital-ness is now ubiquitous - we carry the digital world around with us in our pockets.
We can access it all the time, in shops and at home and on the street.




                                       @




Slide 12 © Fjord 2012 | Confidential
Nearly 50% of US smartphone owners use
mobiles in-store
           60%



           50%



           40%



           30%



           20%



           10%



             0%
                    Call/text Compare Send       Find             Check Fill time in Check for Show    Scan      Check Not used
                   for advice prices picture of another          product check out location item to product     opening mobile in
                                      product    store           reviews     line     deals personnel barcode    times   store




Source: GP Bullhound Research, Mobile Commerce, September 2012

Slide 13 © Fjord 2012 | Confidential
…and 53% have abandoned as a result



                                                                           21%
                                                                       Found a better
                                                                        item online


                                                                            30%
                                                                       Found a better
                                NO                               YES    price online
                                47%                              53%


                                                                           38%
                                                                       Found a better
                                                                          price in
                                                                       another store




Source: GP Bullhound Research, Mobile Commerce, September 2012

Slide 14 © Fjord 2012 | Confidential
From 3D to 2D
Grocery shelves are displayed on
screens in subway& QR codes
Window-shopping stations. People
make purchases by scanning codes.
This “shop” is both online and offline – it
looks like the real, 3D thing; it‟s located
in a real, 3D place, and yet the
commerce all takes place over Internet
Protocol.




Slide 15 © Fjord 2012 | Confidential
The window is
                                       the shop
                                       eBay‟s Give-a-Toy shops enabled
                                       shoppers to scan QR codes from the
                                       shop window, to donate a toy to a child
                                       in need. The window display, in this
                                       case, is the shop.
                                       Similarly, more and more retailers are
                                       including QR codes in their window
                                       displays, which enables people to make
                                       a digital „wish list‟ from real-world items
                                       in real-world places.




Slide 16 © Fjord 2012 | Confidential
Shop? Who needs
                                       a shop?
                                       Like the glassware at the restaurant?
                                       Buy it. Fancy that dress Florence wore
                                       at last night‟s gig? Have it delivered to
                                       you today. The continued rise of
                                       semantic metadata and interconnected
                                       APIs mean that we‟ll be able to buy
                                       things wherever we see them – in real
                                       life, on television, anywhere.


Slide 17 © Fjord 2012 | Confidential
“Online”
During in the
real world
In-store bar code scanning
Customers in brick-and-mortar shops
use smartphones to do price
checks, look up reviews, add items to
gift registries, or even purchase the item
from another retailer and have it
delivered straight to their home.




Slide 18 © Fjord 2012 | Confidential
During                                          “Online” in the
                                                real world
All Saints in-store kiosk for online ordering
                                                Some retailers, including the UK-based
                                                chain All Saints, offer an in-store kiosk
                                                (or in All Saints, iPad) where customers
                                                can order articles that aren‟t in stock at
                                                that location from their online store. This
                                                takes advantage of the customer‟s in-
                                                store urge to buy, and is far more
                                                immediate and effective than sending
                                                them to another location to make their
                                                purchase. It also introduces brick-and-
                                                mortar customers to the online property.




Slide 19 © Fjord 2012 | Confidential
During                                 Augmented
                                       merchandise
                                       C&A has launched a pilot in Brazil of
                                       their “Fashion Like” in-store concept.
                                       Hangers contain a small display
                                       showing how many times that garment
                                       has been „liked‟ on facebook. Instead of
                                       scanning a code or launching an
                                       app, customers can see this data made
                                       manifest where it is most relevant.




Slide 20 © Fjord 2012 | Confidential
During                                 “Online” in the
                                       real world
PayPal Here
Square                                 PayPal Here, Sail and Square take online
                                       payment methods into the brick and
                                       mortar world (more on this later).




Slide 21 © Fjord 2012 | Confidential
Shopping goes
During
DIY
Apple now allows customers to shop in
stores without making any contact with
staff unless they want to. The concept
enables customers to explore the
merchandise for as long as they
like, make a decision (assisted or
not), find the item and pay for it, all on
their own. This gives the customer
unprecedented freedom in shaping their
own experience. Apple can do this
because they own every piece of the
system – the merchandise, the
shop, the payment.




Slide 22 © Fjord 2012 | Confidential
After                                  Whenever, where
                                       ver
Online purchases returned in-store
                                       Many retailers allow customers to return
                                       online purchases to brick-and-mortar
                                       locations. This combines the
                                       convenience of buying online without
                                       the inconvenience of having to go to the
                                       post office for returns.




Slide 23 © Fjord 2012 | Confidential
Whenever, where
                                       ver
                                       The idea of buying in-store and getting
                                       home delivery is not new – appliance
                                       dealers have been using this system for
                                       decades. But the idea of buying
                                       something online and picking it up in-
                                       store is more recent, further blurring the
                                       lines between „online‟ and „offline‟




Slide 24 © Fjord 2012 | Confidential
After                                          Whenever, where
                                               ver
Online registration & support for items purchased in brick & mortar shops
                                               It has become commonplace for
                                               consumer electronics, no matter where
                                               they are bought, to be registered online.
                                               Support, too, is delivered primarily
                                               through online means, with phone
                                               support often only available at a
                                               premium.




Slide 25 © Fjord 2012 | Confidential
Thank you.
   The feel-good
   factor


   “Money, if it does not bring you happiness, will at
   least help you be miserable in comfort.”
    - Helen Gurley




Slide 26 © Fjord 2012 | Confidential
There are some things money can‟t buy
Slide 27 © Fjord 2012 | Confidential
People pay for what makes them happy.

Some people are happy with simply getting the best deal, but many are willing to pay a
premium for better service




     Recognition and                         Loyalty                  Follow-through and
     recommendation                    Reward me for repeat                 support
   Know who I am and                         custom                  Resolve my problems
       what I like                                                     and address my
                                                                         complaints




Slide 28 © Fjord 2012 | Confidential
Great technology experiences are in
demand
                                                                                          36%
                                                                                             Want
                            36%                                                           vouchers &
                           Find mobile                                                     location
                           purchasing                                                       based
                           frustrating,                                                    services
                             but do it
                             anyway

                                                                   59%
                                                                 Would purchase
                                                                  more frequently                      42%
                                                                 if the experience                     Would use
                                                                     were better                         mobile

                     42%                                                                               checkout if
                                                                                                        available
                    Are interested
                      in mobile
                    wallet services


                                                                              40%
                                                                              Want QR &
                                                                               barcode
                                                                              scanners

Source: GP Bullhound Research, Mobile Commerce, September 2012

Slide 29 © Fjord 2012 | Confidential
Before                                  Nice to see
                                        you again.
Amazon home page with recommendations
                                        Amazon is perhaps the best-
                                        known example of recognition
                                        and recommendation – it is
                                        definitely one of the most
                                        widely cited examples in the
                                        online world.




Slide 30 © Fjord 2012 | Confidential
Before                                        Where everybody
                                              knows your name
Messaging from local merchant/ brick & mortar store/ call from the lady at the DKNY
counter                                     Personal service in local stores – for
                                            example, the shop owner who gives you
                                            a spontaneous 10% discount because
                                            you choose to buy two items when you
                                            only intended to buy one – can be quite
                                            powerful in driving loyalty. Services like
                                            Square, PayPal Here and Sail have the
                                            potential to facilitate and support this by
                                            giving merchants access to customers‟
                                            purchase histories in their shops.




Slide 31 © Fjord 2012 | Confidential
Where everybody
During
knows your name
Local merchants taking 10% off when you buy 2 pieces (because you came in only
Local shop owners are also more likely
intending to buy 1)
to know their customers
personally, building trust relationships
that enable them to advise on
purchases – this makes both parties
feel better about the transactions, even
though the goods may cost more.
The best merchants will even call their
regular customers when new and
relevant merchandise arrives – this
makes customers feel like VIPs and
drives both store visits and loyalty.




Slide 32 © Fjord 2012 | Confidential
The Starbucks app is an excellent example of tying the full customer lifecycle together – from
locating a shop to ordering to payment to loyalty, all in one well-designed package.


     Slide 33 © Fjord 2012 | Confidential
VIP service, VIP
After
status
Net-a-porter delivery service (guy in the suit, black boxes with ribbons, same day in
Net-a-porter offers same-day delivery
London)
by liveried staff – a luxurious personal
touch that makes customers feel better
about the price tag of their
merchandise.




Slide 34 © Fjord 2012 | Confidential
With you
                                       everywhere

                                       Uniqlo has extended its relationship
                                       with customers through a widely-
                                       loved alarm app, and encouraged
                                       ongoing interaction by awarding
                                       discounts to customers who tweet
                                       about their products.




Slide 35 © Fjord 2012 | Confidential
Bridging the
expectation gap
20-40 year olds with less income than they‟d
hoped to have are bridging the gap between
expectation and reality by doing their
everyday shopping at discounters and putting
a large proportion of their disposable income
toward high-end designer accessories. These
are often purchased at outlet shops such as
TK Maxx.




   Slide 36 © Fjord 2012 | Confidential
Thank you.
   Portable
   infrastructure




Slide 37 © Fjord 2012 | Confidential
Banks take a
                                       backseat
                                       As mobile alternatives such as
                                       Square, Sail and PayPal Here gain
                                       traction in the market, virtually anyone
                                       can become a retailer. This enables
                                       proliferation of microbusinesses and also
                                       threatens more traditional infrastructure
                                       providers (banks, credit card companies)
                                       who have begun to fade into the
                                       background as these OTT players take
                                       the spotlight with consumers and
                                       merchants alike.

                                       This movement is reminiscent of the
                                       challenge faced by Telcos over the past
                                       half a decade, as manufacturers and OTT
                                       providers have captured customers‟
                                       hearts through high-value services.



Slide 38 © Fjord 2012 | Confidential
The great equaliser

A street market vendor can suddenly be
equal to a high street brand like Topshop –
access to affordable payment infrastructure
enables the quality conversation to
dominate, rather than the power lent by
superior infrastructure and presence.




Slide 39 © Fjord 2012 | Confidential
Geofencing allows payment without taking
anything out of your pocket.




Slide 40 © Fjord 2012 | Confidential
Customer or
merchant?
The distinction between customer and
merchant is also blurred by this new
infrastructure – anyone can be a consumer
by day and a merchant by night, or vice
versa.




Slide 41 © Fjord 2012 | Confidential
Reach out and touch someone
Traditional traffic drivers like vouchers and coupons have also moved into the mobile domain, with
location based services like Groupon and Foursquare, and social curation tools such as Pinterest.




Slide 42 © Fjord 2012 | Confidential
More choice, more pressure

There is now a far greater range of payment choices for retailers as well as individuals.
This puts further pressure on traditional service providers to innovate to drive value.




Slide 43 © Fjord 2012 | Confidential
Thank you.
   What do we do
   now?




Slide 44 © Fjord 2012 | Confidential
Beautiful seams, not
“seamlessness”

Some new shopping experiences are
unnerving for customers – the absence of
the “the altar of commerce” that is the till is
confusing, leaving people wondering
whether they‟ve actually paid for their
purchases or not.
This new behaviour could also cause other
problems, as customers grow so
accustomed to skipping the till that they do
it even when there is no other technology in
place.
We must mitigate this by ensuring that
customers are aware of the transitions as
they take place. Total “seamlessness” is
not ideal here – while the transitions should
be smooth and not jarring, it is critical that
customer/users always know what‟s
happening and where they stand.



Slide 45 © Fjord 2012 | Confidential
Beware the uncanny valley


                                       This is a well-known concept in the
                                       robotics world, but it also applies to
                                       “smart” services.
                                       The myth is that the better a service
                                       knows me, the more conclusions it
                                       draws, the better my experience will
                                       be. But that‟s not true – beyond a
                                       certain point, the service stops
                                       being cool and starts to be creepy.
                                       It takes a huge effort to pull the
                                       service back out of the valley – and
                                       you may never regain the trust
                                       you‟ve lost.




Slide 46 © Fjord 2012 | Confidential
Where people are
concerned, why is more
important than what.


It‟s not enough to know
what your customers are
doing – in order to know
how best to respond, you
need to understand why.




 Slide 47 © Fjord 2012 | Confidential
Why isn‟t everyone more engaged?

Less than 20% of mobile users engage with online retail. Why not more?




                         36%                                            23%
                      Credit card info
                     security concerns         48%                   Not easy to
                                                                    view product
                                                                     information

                                                Awkward
                                                shopping
                                               experience                      18%
                                                                                 Product
                                                                               information
                                                                                too limited

                              31%                           20%
                             Slow connection
                                                            Takes too
                                                              long




Slide 48 © Fjord 2012 | Confidential
It‟s a balancing act




                             Single point of focus                 Focus on many
                                                                    areas at once
                                 Know „what‟ but
                                    not „why‟                         Confusion

                  The trick is to choose a framework of KPIs that work together to show
                  you not just what your customers are doing, but why they might be doing
                  it; not just how your business is performing, but where the opportunities
                  lie to improve.


Slide 49 © Fjord 2012 | Confidential
Look at the system (not just at one part)

For customers, the
whole ecosystem works
together to create the
experience they think of
as shopping.




Slide 50 © Fjord 2012 | Confidential
Look at the system (not just at one part)

                                       Understanding how the
                                       pieces of your
                                       ecosystem work
                                       together is the key to
                                       creating the best
                                       experience possible.




Slide 51 © Fjord 2012 | Confidential
When you put people first, great things
can happen for business.




Slide 52 © Fjord 2012 | Confidential
Thank you.
   Opportunity
   Spaces


   “Entrepreneurs are simply those who understand
   that there is little difference between obstacle and
   opportunity and are able to turn both to their
   advantage”
    - Niccolo Machiavelli




Slide 53 © Fjord 2012 | Confidential
From Shop to
                                       Showroom
                                       While Apple‟s new ultra-DIY shops have
                                       troubled some customers, they are
                                       indicative of an interesting shift – from
                                       „shop‟ environment to „showroom‟. The
                                       focus is no longer only on selecting
                                       product and paying for it; the focus is on
                                       experiencing the products, with or without
                                       assistance.
                                       Technology has opened the door to
                                       radical change in physical retail spaces.
                                       Without the constraints of the
                                       counter, the till, maybe even the
                                       merchandise, we are free to invent
                                       whatever kinds of space are best suited
                                       to connecting people to things they will
                                       love.




Slide 54 © Fjord 2012 | Confidential
My data earns me money
As customers become more savvy about their data, new opportunities open for merchants to barter discounts or
merchandise to access improved information. This means opportunity for deeper, more meaningful relationships with
customers.




Slide 55 © Fjord 2012 | Confidential
Let me take my
community with me

Location based technology, social
graphs and other metadata can be
combined to give customers more
control over who influences their
buying decisions – leaving
recommendations and reviews for
friends in specific locations, attached
to specific merchandise.
Or, customers could choose to follow
in the fashion footsteps of the stars
they want to emulate - literally, in the
physical world.




 Slide 56 © Fjord 2012 | Confidential
Make it feel better to
                                       buy
                                       Many medium- and big-ticket items, from
                                       car seats to washing machines, are
                                       necessary but uninspiring purchases.
                                       Anyone who can make a more satisfying
                                       experience of these purchases will win a
                                       good deal of trust and affection from
                                       customers.




Slide 57 © Fjord 2012 | Confidential
Help me to aspire

There are collections of items – such as
home theatre or hi-fi equipment – that many
customers continually and incrementally
upgrade over longer periods of time. For
those who are less technology-savvy, this
can be a challenging process of reading
reviews and specifications and asking
friends and acquaintances for advice.
Anyone who can help customers remember
what they have and what it will work best
with will certainly gain trust and goodwill.




Slide 58 © Fjord 2012 | Confidential
Remember:
                                       It‟s the
                                       system, not the
                                       part.




Slide 59 © Fjord 2012 | Confidential
The end.




Slide 60 © Fjord 2012 | Confidential

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Insights on the shopping revolution

  • 1. I‟ll take it! What we‟ve learned from the shopping revolution, and what‟s coming next July 2012 Slide 1 © Fjord 2012 | Confidential
  • 2. 1890s: Stone‟s Store, in Roselle Park, NJ, becomes the first shop to be lit by Thomas Edison‟s 1916: Clarence Saunders opens carbon filament light bulbs Piggly Wiggly, the first self-service grocery store, in Memphis, TN 1900: Mass-production of clothing becomes commonplace as department stores proliferate, selling ready-to-wear items The last shopping revolution happened over 100 years ago. Slide 2 © Fjord 2012 | Confidential
  • 3. Shopping will never be the same. The High Street is changing. Where the last 50 years have seen a transition from small local merchants to chains and megabrands, the next decade will bring a massive shift in the opposite direction. • Services will become as important as objects • Shared and Pop-up retail will become commonplace • Up to 30% of retail space will permanently disappear… and even more will radically change Slide 3 © Fjord 2012 | Confidential
  • 4. We have entered a new era Slide 4 © Fjord 2012 | Confidential
  • 5. Why not „The Retail Revolution‟? Because that‟s not how people think. And if businesses are to survive the revolution, they need to understand the human perspective. Humans don‟t “visit retail establishments.” Humans shop. Shopping doesn‟t just happen in shops, either. And in order to identify opportunities, we need to be able to see the whole picture of what shopping is and can be. Slide 5 © Fjord 2012 | Confidential
  • 6. Shopping: the human perspective Slide 6 © Fjord 2012 | Confidential
  • 7. It‟s not a linear experience give up friends fit trends delivery cool quality look wait support price service returns Slide 7 © Fjord 2012 | Confidential
  • 8. Many variables = complex challenge ? What I‟m buying Personal factors Everyday purchases Cultural context Big ticket items Age and social status Long term investments Financial comfort and Clothing and accessories confidence Gifts Slide 8 © Fjord 2012 | Confidential
  • 9. Beyond retail: the shopping ecosystem Slide 9 © Fjord 2012 | Confidential
  • 10. 3 keys to understanding the revolution @ Online vs. offline People pay for Changing is a myth what makes them infrastructure is feel good changing the rules Slide 10 © Fjord 2012 | Confidential
  • 11. Thank you. The online/offline myth Slide 11 © Fjord 2012 | Confidential
  • 12. Online/offline: there is no such thing. Online/offline has not been a meaningful distinction for some time. Digital-ness is now ubiquitous - we carry the digital world around with us in our pockets. We can access it all the time, in shops and at home and on the street. @ Slide 12 © Fjord 2012 | Confidential
  • 13. Nearly 50% of US smartphone owners use mobiles in-store 60% 50% 40% 30% 20% 10% 0% Call/text Compare Send Find Check Fill time in Check for Show Scan Check Not used for advice prices picture of another product check out location item to product opening mobile in product store reviews line deals personnel barcode times store Source: GP Bullhound Research, Mobile Commerce, September 2012 Slide 13 © Fjord 2012 | Confidential
  • 14. …and 53% have abandoned as a result 21% Found a better item online 30% Found a better NO YES price online 47% 53% 38% Found a better price in another store Source: GP Bullhound Research, Mobile Commerce, September 2012 Slide 14 © Fjord 2012 | Confidential
  • 15. From 3D to 2D Grocery shelves are displayed on screens in subway& QR codes Window-shopping stations. People make purchases by scanning codes. This “shop” is both online and offline – it looks like the real, 3D thing; it‟s located in a real, 3D place, and yet the commerce all takes place over Internet Protocol. Slide 15 © Fjord 2012 | Confidential
  • 16. The window is the shop eBay‟s Give-a-Toy shops enabled shoppers to scan QR codes from the shop window, to donate a toy to a child in need. The window display, in this case, is the shop. Similarly, more and more retailers are including QR codes in their window displays, which enables people to make a digital „wish list‟ from real-world items in real-world places. Slide 16 © Fjord 2012 | Confidential
  • 17. Shop? Who needs a shop? Like the glassware at the restaurant? Buy it. Fancy that dress Florence wore at last night‟s gig? Have it delivered to you today. The continued rise of semantic metadata and interconnected APIs mean that we‟ll be able to buy things wherever we see them – in real life, on television, anywhere. Slide 17 © Fjord 2012 | Confidential
  • 18. “Online” During in the real world In-store bar code scanning Customers in brick-and-mortar shops use smartphones to do price checks, look up reviews, add items to gift registries, or even purchase the item from another retailer and have it delivered straight to their home. Slide 18 © Fjord 2012 | Confidential
  • 19. During “Online” in the real world All Saints in-store kiosk for online ordering Some retailers, including the UK-based chain All Saints, offer an in-store kiosk (or in All Saints, iPad) where customers can order articles that aren‟t in stock at that location from their online store. This takes advantage of the customer‟s in- store urge to buy, and is far more immediate and effective than sending them to another location to make their purchase. It also introduces brick-and- mortar customers to the online property. Slide 19 © Fjord 2012 | Confidential
  • 20. During Augmented merchandise C&A has launched a pilot in Brazil of their “Fashion Like” in-store concept. Hangers contain a small display showing how many times that garment has been „liked‟ on facebook. Instead of scanning a code or launching an app, customers can see this data made manifest where it is most relevant. Slide 20 © Fjord 2012 | Confidential
  • 21. During “Online” in the real world PayPal Here Square PayPal Here, Sail and Square take online payment methods into the brick and mortar world (more on this later). Slide 21 © Fjord 2012 | Confidential
  • 22. Shopping goes During DIY Apple now allows customers to shop in stores without making any contact with staff unless they want to. The concept enables customers to explore the merchandise for as long as they like, make a decision (assisted or not), find the item and pay for it, all on their own. This gives the customer unprecedented freedom in shaping their own experience. Apple can do this because they own every piece of the system – the merchandise, the shop, the payment. Slide 22 © Fjord 2012 | Confidential
  • 23. After Whenever, where ver Online purchases returned in-store Many retailers allow customers to return online purchases to brick-and-mortar locations. This combines the convenience of buying online without the inconvenience of having to go to the post office for returns. Slide 23 © Fjord 2012 | Confidential
  • 24. Whenever, where ver The idea of buying in-store and getting home delivery is not new – appliance dealers have been using this system for decades. But the idea of buying something online and picking it up in- store is more recent, further blurring the lines between „online‟ and „offline‟ Slide 24 © Fjord 2012 | Confidential
  • 25. After Whenever, where ver Online registration & support for items purchased in brick & mortar shops It has become commonplace for consumer electronics, no matter where they are bought, to be registered online. Support, too, is delivered primarily through online means, with phone support often only available at a premium. Slide 25 © Fjord 2012 | Confidential
  • 26. Thank you. The feel-good factor “Money, if it does not bring you happiness, will at least help you be miserable in comfort.” - Helen Gurley Slide 26 © Fjord 2012 | Confidential
  • 27. There are some things money can‟t buy Slide 27 © Fjord 2012 | Confidential
  • 28. People pay for what makes them happy. Some people are happy with simply getting the best deal, but many are willing to pay a premium for better service Recognition and Loyalty Follow-through and recommendation Reward me for repeat support Know who I am and custom Resolve my problems what I like and address my complaints Slide 28 © Fjord 2012 | Confidential
  • 29. Great technology experiences are in demand 36% Want 36% vouchers & Find mobile location purchasing based frustrating, services but do it anyway 59% Would purchase more frequently 42% if the experience Would use were better mobile 42% checkout if available Are interested in mobile wallet services 40% Want QR & barcode scanners Source: GP Bullhound Research, Mobile Commerce, September 2012 Slide 29 © Fjord 2012 | Confidential
  • 30. Before Nice to see you again. Amazon home page with recommendations Amazon is perhaps the best- known example of recognition and recommendation – it is definitely one of the most widely cited examples in the online world. Slide 30 © Fjord 2012 | Confidential
  • 31. Before Where everybody knows your name Messaging from local merchant/ brick & mortar store/ call from the lady at the DKNY counter Personal service in local stores – for example, the shop owner who gives you a spontaneous 10% discount because you choose to buy two items when you only intended to buy one – can be quite powerful in driving loyalty. Services like Square, PayPal Here and Sail have the potential to facilitate and support this by giving merchants access to customers‟ purchase histories in their shops. Slide 31 © Fjord 2012 | Confidential
  • 32. Where everybody During knows your name Local merchants taking 10% off when you buy 2 pieces (because you came in only Local shop owners are also more likely intending to buy 1) to know their customers personally, building trust relationships that enable them to advise on purchases – this makes both parties feel better about the transactions, even though the goods may cost more. The best merchants will even call their regular customers when new and relevant merchandise arrives – this makes customers feel like VIPs and drives both store visits and loyalty. Slide 32 © Fjord 2012 | Confidential
  • 33. The Starbucks app is an excellent example of tying the full customer lifecycle together – from locating a shop to ordering to payment to loyalty, all in one well-designed package. Slide 33 © Fjord 2012 | Confidential
  • 34. VIP service, VIP After status Net-a-porter delivery service (guy in the suit, black boxes with ribbons, same day in Net-a-porter offers same-day delivery London) by liveried staff – a luxurious personal touch that makes customers feel better about the price tag of their merchandise. Slide 34 © Fjord 2012 | Confidential
  • 35. With you everywhere Uniqlo has extended its relationship with customers through a widely- loved alarm app, and encouraged ongoing interaction by awarding discounts to customers who tweet about their products. Slide 35 © Fjord 2012 | Confidential
  • 36. Bridging the expectation gap 20-40 year olds with less income than they‟d hoped to have are bridging the gap between expectation and reality by doing their everyday shopping at discounters and putting a large proportion of their disposable income toward high-end designer accessories. These are often purchased at outlet shops such as TK Maxx. Slide 36 © Fjord 2012 | Confidential
  • 37. Thank you. Portable infrastructure Slide 37 © Fjord 2012 | Confidential
  • 38. Banks take a backseat As mobile alternatives such as Square, Sail and PayPal Here gain traction in the market, virtually anyone can become a retailer. This enables proliferation of microbusinesses and also threatens more traditional infrastructure providers (banks, credit card companies) who have begun to fade into the background as these OTT players take the spotlight with consumers and merchants alike. This movement is reminiscent of the challenge faced by Telcos over the past half a decade, as manufacturers and OTT providers have captured customers‟ hearts through high-value services. Slide 38 © Fjord 2012 | Confidential
  • 39. The great equaliser A street market vendor can suddenly be equal to a high street brand like Topshop – access to affordable payment infrastructure enables the quality conversation to dominate, rather than the power lent by superior infrastructure and presence. Slide 39 © Fjord 2012 | Confidential
  • 40. Geofencing allows payment without taking anything out of your pocket. Slide 40 © Fjord 2012 | Confidential
  • 41. Customer or merchant? The distinction between customer and merchant is also blurred by this new infrastructure – anyone can be a consumer by day and a merchant by night, or vice versa. Slide 41 © Fjord 2012 | Confidential
  • 42. Reach out and touch someone Traditional traffic drivers like vouchers and coupons have also moved into the mobile domain, with location based services like Groupon and Foursquare, and social curation tools such as Pinterest. Slide 42 © Fjord 2012 | Confidential
  • 43. More choice, more pressure There is now a far greater range of payment choices for retailers as well as individuals. This puts further pressure on traditional service providers to innovate to drive value. Slide 43 © Fjord 2012 | Confidential
  • 44. Thank you. What do we do now? Slide 44 © Fjord 2012 | Confidential
  • 45. Beautiful seams, not “seamlessness” Some new shopping experiences are unnerving for customers – the absence of the “the altar of commerce” that is the till is confusing, leaving people wondering whether they‟ve actually paid for their purchases or not. This new behaviour could also cause other problems, as customers grow so accustomed to skipping the till that they do it even when there is no other technology in place. We must mitigate this by ensuring that customers are aware of the transitions as they take place. Total “seamlessness” is not ideal here – while the transitions should be smooth and not jarring, it is critical that customer/users always know what‟s happening and where they stand. Slide 45 © Fjord 2012 | Confidential
  • 46. Beware the uncanny valley This is a well-known concept in the robotics world, but it also applies to “smart” services. The myth is that the better a service knows me, the more conclusions it draws, the better my experience will be. But that‟s not true – beyond a certain point, the service stops being cool and starts to be creepy. It takes a huge effort to pull the service back out of the valley – and you may never regain the trust you‟ve lost. Slide 46 © Fjord 2012 | Confidential
  • 47. Where people are concerned, why is more important than what. It‟s not enough to know what your customers are doing – in order to know how best to respond, you need to understand why. Slide 47 © Fjord 2012 | Confidential
  • 48. Why isn‟t everyone more engaged? Less than 20% of mobile users engage with online retail. Why not more? 36% 23% Credit card info security concerns 48% Not easy to view product information Awkward shopping experience 18% Product information too limited 31% 20% Slow connection Takes too long Slide 48 © Fjord 2012 | Confidential
  • 49. It‟s a balancing act Single point of focus Focus on many areas at once Know „what‟ but not „why‟ Confusion The trick is to choose a framework of KPIs that work together to show you not just what your customers are doing, but why they might be doing it; not just how your business is performing, but where the opportunities lie to improve. Slide 49 © Fjord 2012 | Confidential
  • 50. Look at the system (not just at one part) For customers, the whole ecosystem works together to create the experience they think of as shopping. Slide 50 © Fjord 2012 | Confidential
  • 51. Look at the system (not just at one part) Understanding how the pieces of your ecosystem work together is the key to creating the best experience possible. Slide 51 © Fjord 2012 | Confidential
  • 52. When you put people first, great things can happen for business. Slide 52 © Fjord 2012 | Confidential
  • 53. Thank you. Opportunity Spaces “Entrepreneurs are simply those who understand that there is little difference between obstacle and opportunity and are able to turn both to their advantage” - Niccolo Machiavelli Slide 53 © Fjord 2012 | Confidential
  • 54. From Shop to Showroom While Apple‟s new ultra-DIY shops have troubled some customers, they are indicative of an interesting shift – from „shop‟ environment to „showroom‟. The focus is no longer only on selecting product and paying for it; the focus is on experiencing the products, with or without assistance. Technology has opened the door to radical change in physical retail spaces. Without the constraints of the counter, the till, maybe even the merchandise, we are free to invent whatever kinds of space are best suited to connecting people to things they will love. Slide 54 © Fjord 2012 | Confidential
  • 55. My data earns me money As customers become more savvy about their data, new opportunities open for merchants to barter discounts or merchandise to access improved information. This means opportunity for deeper, more meaningful relationships with customers. Slide 55 © Fjord 2012 | Confidential
  • 56. Let me take my community with me Location based technology, social graphs and other metadata can be combined to give customers more control over who influences their buying decisions – leaving recommendations and reviews for friends in specific locations, attached to specific merchandise. Or, customers could choose to follow in the fashion footsteps of the stars they want to emulate - literally, in the physical world. Slide 56 © Fjord 2012 | Confidential
  • 57. Make it feel better to buy Many medium- and big-ticket items, from car seats to washing machines, are necessary but uninspiring purchases. Anyone who can make a more satisfying experience of these purchases will win a good deal of trust and affection from customers. Slide 57 © Fjord 2012 | Confidential
  • 58. Help me to aspire There are collections of items – such as home theatre or hi-fi equipment – that many customers continually and incrementally upgrade over longer periods of time. For those who are less technology-savvy, this can be a challenging process of reading reviews and specifications and asking friends and acquaintances for advice. Anyone who can help customers remember what they have and what it will work best with will certainly gain trust and goodwill. Slide 58 © Fjord 2012 | Confidential
  • 59. Remember: It‟s the system, not the part. Slide 59 © Fjord 2012 | Confidential
  • 60. The end. Slide 60 © Fjord 2012 | Confidential

Editor's Notes

  1. Photos: Light bulb: http://www.youtube.com/user/MrEdisonLightPiggly Wiggly: http://www.renaissanceconnection.org/Sweat shop: http://www.threadforthought.net/2011/03/29/fashion-factory-labor/Not since provisions moved out from behind the counter and the dawn of pret-a-porter with the dawn of the supermarket has there been so much change in the way people buy things. We have more choices than ever – not just goods and brands, but also ways and means of acquiring them. Digital, analog, pay now, pay later, keep it secret or make it public – all these and more have created a landscape that is far more complex and interesting than we could have imagined a mere decade ago.
  2. Imgsrc: http://blogs.courant.com/living_on_less/Target-BarcodeScanning2.JPG
  3. http://blog.ispira.com/upload/cf/cf004fdc76fa1a4f25f62e0eb5261ca3/f74ff295a261d0ccf56e97cee2d9c40d.jpg
  4. http://cdn.macworld.co.uk/cmsdata/features/3365591/29-06-AS-opener.jpg
  5. http://4.bp.blogspot.com/_hhQ_DybCZpA/TGV6CT9DeYI/AAAAAAAAAIQ/Kms8gBcqPJI/s1600/IMG00004-20100812-0852.jpg
  6. http://www.daniellefreni.com/wp-content/uploads/2012/05/thesource_helpsign.jpg
  7. http://luluabroad.files.wordpress.com/2011/12/store-b-vintage.jpg
  8. http://3.bp.blogspot.com/_KnEPc1aMbWA/TFSkr53Bc_I/AAAAAAAAEDM/c1bFIglMv_I/s1600/SDC15722.JPGhttp://2.bp.blogspot.com/_JL_Z4awEAic/TQkZyJ6qqzI/AAAAAAAADDo/aBG7Xmz2fIk/s1600/Aldi%2BHyde.jpg
  9. Pursuit of independent career paths and more fulfilling roles, people are turning to entrepreneurship to satisfy their professional needsConsumers want real, genuine and authentic interactions – reacting to the increase in technologySmall scale, finding new means of money – making, selling and raising funds - Etsy, Folksy, KickstarterMake money from what you have, - airbnb (rent your home)whipcar (rent your car)park at my house (rent parking space) Camp in my garden (rent your garden to campers) Monday to Friday (rent out your spare room) New attitudes toward work and taking the initiative to establish businesses as much to express their creative impulses as to make money . 75% of 20 – 30 year olds want to be entrepreneurs (according to BVA, French polling institute, 2010). Implications to Barclays
  10. Pursuit of independent career paths and more fulfilling roles, people are turning to entrepreneurship to satisfy their professional needsConsumers want real, genuine and authentic interactions – reacting to the increase in technologySmall scale, finding new means of money – making, selling and raising funds - Etsy, Folksy, KickstarterMake money from what you have, - airbnb (rent your home)whipcar (rent your car)park at my house (rent parking space) Camp in my garden (rent your garden to campers) Monday to Friday (rent out your spare room) New attitudes toward work and taking the initiative to establish businesses as much to express their creative impulses as to make money . 75% of 20 – 30 year olds want to be entrepreneurs (according to BVA, French polling institute, 2010). Implications to Barclays
  11. The ALTAR of payment
  12. Location remindersGoogle maps - Pull up a map when you need it, where you need itTranslate language, currency on the move, on the fly - whatever you need when you need it. Consumers value the services that allow them to do that. This behavior is boosted by a need for positive surprises, spontaneous discovery and relevance.Egg Drop – the smarter neighbourhood marketplace– bit like ebay but for your local area. Foursquare’s Radar alerts you if friends are getting together nearby, so you can meet upHyper local news platforms are emerging, with local papers in the UK and USA encouraging local people to submit news stories that would be missed by mainstream newsBakerTweet lets bakers tell the world that something fresh has just come out of the oven. Implications to Barclays