A synthetic vision of retail trends & innovation: 6 challenges for retailers, 48 case studies, 5 best cases, 10 expert's opinions. Hot topics: beacons, ultrasounds, augmented reality, APIs, geolocation, connected objects, mobile payment...

1. userADgents
RetailXperience
The new definition of stores
MOBILI
tea time
#3
userADgents

2. A SYNTHETIC VISION OF RETAIL TRENDS & INNOVATION

3. SUMMARY
3
PART 1
THE NEW STAKES OF IN-STORE EXPERIENCE / P.4
PART 2
#RETAILXPERIENCE FOR BRANDS / P.17
PART 3
OUR EXPERTS’ OPINION / P.39
PART 4
AND TOMORROW? / P.45
userADgents

4. userADgents
PART 1
The new stakes of
in-store experience
userADgents

5. THE SHOPPER TURNED INTO A « SHOPPER + »
+ CONNECTED + AWARE + MOBILE + SOCIAL
5h
French people spend
on average 5 hours
per day on the Internet
Source : We Are Social, 2015
2,5
device per French on
average
Source : Google, June 2015
A SHOPPER
OVEREXPOSED TO
BRANDS, HARD TO
ATTRACT
N°1
Internet is the 1st
source of information
Source : DigitasLbi, 2014
90%
of French people
research online &
purchase offline
(ROPO)
Source : DigitasLbi, April 2015
A DEMANDING
SHOPPER WAITING
FOR ADVICE
2,7h
hours spent on mobile
Internet per day on
average
Source : We are Social, Q4 2014
x34
Local searches
including « near me »
have been multiplied
by 34 since 2011
Source : Google, Q4 2014, US
A MOBILE SHOPPER
ASKING FOR
PROCESSING SPEED
40%
contact their friends &
family for advice while
they are in a store
Source : GFK, February 2015
42%
admit they have been
influenced by at least
one social network
during their purchases
Source : DigitasLbi, 2014
AN INFLUENTIAL &
INFLUENCED
SHOPPER
userADgents

6. …WITH A CROSSCHANNEL PATH
The customer journey is more
and more segmented and
influenced by the multiple
devices he owns. Depending on
the moment of the day, he
instinctively pulls out his
smartphone in order to know a
product availability or to find a
store nearby. He can also use
h i s d e s k t o p t o c o m p a r e
products, read other customers’
opinion etc. Those several
moments of digital behaviors
have to be integrated in the
experience offered.
There is no typical client, or
typical path!
SEARCH PURCHASE RETRAIT
ROPO
CLICK
& COLLECT
SHOWROOMING
userADgents

7. WHO STILL LIKES TO SHOP IN-STORE
90%
of sales are still made in the store!
It remains the best place to:
*Ipsos & Elia Consulting, January 2015
userADgents
see the product for real**65%
have the product immediately**50%
try the product**48%
touch/feel the product**46%
compare several products**24%
benefit from a large choice**14%
**Mappy & BVA, December 2014

8. …BUT ALSO CRITICIZES THE POS
« Waiting and finally being told it’s
out of stock… »
« Not available in store, forced to
buy on the Internet… »
« Too crowded and way too long
waiting time, I’m leaving! »
« What would it cost them to directly
order my size from the store?! »
« No one is ever available to
advise me! »
« In the fitting room, if it’s not my size, it’s a
real mess to alert a seller… »
Availability
Wait
Fluidity
Advice
Alexandre, 28 Séverine, 34
Dok, 28
Marie, 22
Solange, 25
« I know more than the
seller! »
InfoLoïc, 42
Maëliss, 25
userADgents
Availability
Availability

9. …AND SOMETIMES DROPS IT TO THE INTERNET… AND SO TO COMPETITORS!
best prices (88%)*
speed, flexibility (77%)*
more product availability (76%)*
WHY DO
SHOPPERS
CHOOSE THE
INTERNET?
userADgents
Source : Microsoft 2015

10. ?userADgents
HOW TO TAKE THE BEST OF THE INTERNET AND TECHNOLOGY TO
GIVE A NEW BREATH TO STORES
?
47%
THE POS LOSES ITS APPEAL
say they go less often
in stores than 5 years ago*
*Opinionway, 12/2014

11. FOCUSING ON WHAT THE SHOPPER IS INTERESTED IN:
ADVICE PROMOTION EXPERIENCE
60%
consider digital coupons
a s t h e b i g g e s t
opportunity to influence
t h e i r p u r c h a s e s
compared to other online
offers (sales, deals of the
dat…)
Source : Forrester, 09/2014
82% 45%
of French people expect
personalized messages
based on their consumption
habits in store
Source : Teradata-Celebrus, 07/2015
use their mobile in store
to help them in their
final choice
Source : Google, 2015
85%
prefer buying in POS for
the tips!
Source : Microsoft, 2015
74%
plebiscite dematerialized
loyalty card on mobile
Source : DigitasLBi, 2014
62%
think that knowing
products’ availability is
one of the 1st things a
connected store should
offer
Source : DigitasLBi, 2014 60%
a re l i ke l y to v i si t a
connected store in order to
use a « magic mirror »
Source : DigitasLBi, 2014
SPEED
59%
of French people
want to go straight to
the point when they
are making their
purchases in a store*
Source :Opinionway, 12/2014
84%
wish to save time
thanks to connected
stores
Source : Extreme Sensio -
Ipsos, 09/2014
userADgents

12. 6 CHALLENGES TO BE TACKLED BY RETAILERS
ADVICE
Because today, 92% of
consumers prepare their
purchase on the Internet, how
to generate traffic in store
through this channel?
TRAFFIC
Because there is no typical
path and the shopper is already
cross channel, how to adapt
the information system in
order to satisfy each
person’s preferences
(payment, withdrawal, delivery,
delays, guaranties…) and
measure the impact of each
channel?
CROSSCHANNEL
The web is a "cold" medium
compared to the point of sale,
where customers can really
"feel" the brand's universe/
products. How to create a
sensory experience that
conveys the brand's territory
and catches the client's
attention ?
EXPERIENCE
Because the shopper is used to
« click & buy » instantly online,
how to offer him a similar
fluidity during his path in
store so that he ends up
satisfied?
SEAMLESS
Because the experience
doesn’t stop when the
customer leaves the POS, how
to extend the link between
the brand and the shopper
and improve loyalty?
HELP
Because today clients need a
high level of advice, how to
reinforce the seller’s role and
capitalize on the customer
knowledge in a more
personalized way?

13. A LOT OF TECHNOLOGIES EXIST TO MEET THESE CHALLENGES…
Technologies Tools
Beacons Ultrasound NFC Augmented
reality
3D
Mapping
Hologram
Geolocation Geotargeting
API’s
Wifi 4G
Mobile app Seller app Mobile
payment
Connected
object
Connected
shop window
Connected
fitting room
Augmented
product
Interactive /
information
kiosk
Connected
mirror
Digital
signage
Interactive
table
Notification
userADgents
Visible Light
Communication

14. …BUT IT HAS TO BE USED TO MEET THE SHOPPER’S NEEDS!
userADgents
ASMA MOUMNI
UX DESIGNER, USERADGENTS
‘The POS’s digitalization must start from the client and avoid adding
complexity to a journey that might be imperfect sometimes. The first
step consists in identifying what’s perfectible in the current path,
what’s missing, what’s not working anymore.
Only after those new needs identified, we can really start innovating,
creating new services or products, digital or not.
In reality, the client doesn’t really care about the technology
used, what really matters is the service provided. Our role is to
figure out which technology to use and when, to make the experience
the most intuitive and seamless possible, instead of looking for a way
to use the very new technologies !
’

15. #RETAILXPERIENCE : DIGITALIZING THE STORE FOR A BETTER EXPERIENCE
#RetailXperience (n.f)
The overall perception and interactions an
individual has with a company, service or
product during the purchase in a store.

16. THE #RETAILXPERIENCE MAP
Retail
Xperience
Before
In store
After
I want to choose
the right product
I would like to
try
Orientate
Advise
Generate
traffic in
store
I want to
spend a good
moment in
store
Offer an
experience
& engage
I want to know
where my
product is
located
Guide
Inform in
autonomy
I want to pay
quickly & how I
prefer
Facilitate the
order in a
flexible way
I want a clear
access to my
historical &
tips for use
I want to be
privileged
Retain the
client
Brand content
Integrated opinions
Configurators…
Store locator, geolocated & geotargeted SMS
Couponing
Notifications
Interactive shop windows …
Orientation beacons
Information kiosks
App for customers
QR codes products…
Seller tablets
CRM programs …
Mobile payment, from fitting room, from
touch-screen kiosk…
Several delivery possibilities…
Loyalty app
Personalized couponing
Promotional SMS
Client notifications
Customer knowledge…
Key steps during the shopper’s path
Retailers’ answers
Interactif walls
Augmented reality
Product Interactions
Retailtainment…
I want
information
quickly
Present /
Advise
I want to be
accompanied
I want help to
choose
Help making
decisions
Simplify
post-
purchase
& assist
I want to avoid
waiting
Improve the
path (fluid)
START
Product information / shelf beacons
Information kiosks
App for customers
QR codes products…
Interactive tables, comparators, configurators
Opinions
Social shopping…
Queue area management
Appointment scheduling
Connected fitting room…
Bill sent by sms or email
Historical from app
Operating manual in app
Customer service…
userADgents

17. userADgents
PART 2
#RetailXperience
for brands
userADgents

18. ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
In its mobile application and website, Fnac
offers experts’ advice on multiple themes, a
journalists’ team is also testing products and
giving their opinion to advise clients and give
them new ideas. A good way to advise before
the visit in store!
BRAND CONTENT
MOBILE APPLICATION
SIMULATOR
userADgents
MOBILE APPLICATION
TUTORIAL VIDEOS
BEFORE
IN STORE
L’Oréal has imagined a make-up simulator using
augmented reality in order to let consumers test
products. If they like the product, they can add it
to their « Look ».
Castorama developed an application aiming to
orientate the client in its choice and advise him
through tutorials and virtual tests in its own
house/apartment. AFTER

19. ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
CONTEXTUALIZED DISPLAY DEALS VIA BEACONS
userADgents
BEFORE
IN STORE
Mc Donald’s is testing Piper's beacon
technology to deliver proximity coupons, offers,
alerts to customers so that they come to the
store. This system also enables to alert
managers, send them to-do lists, remind them
tasks or provide training content. The brand
estimates a 8% increase of sales thanks to this
system.
http://bit.ly/1M1i3j2
DEALS VIA BEACONS
AFTER
For the London Fashion Week, Topshop
imagined contextualized displays near stores, in
partnership with Twitter. Each display was
spreading an adaptive content according to the
time, place, weather… and the « Best looks » of
the Fashion Week tweeted, with similar
products proposed by the brand.
Macy’s deployed the largest beacon network
ever seen with more than 4.000 devices
programmed to generate customer engagement
through personalized marketing offers. The
client receives a push notification inciting him to
open the app when he passes next to a store,
via geolocation. He can also receive
personalized deals from brands in Macy’s
store.

20. Klepierre prototyped the « Inspiration Corridor »
dedicated to malls. It’s a room which scans
visitors to suggest them products according to
their profile, what they’re looking for, what could
fit with their dress code or a product they just
bought. They can add the products they like to
their mobile wishlist and the app gives them the
itinerary to go to the concerned stores in the
mall. A way to generate traffic in a mall thanks
to personalized inspiration!
http://bit.ly/1LwoOqB
MOBILE APPLICATION INTERACTIVE SHOP WINDOW
During the Olympic games of London, Nike
invested 8 shop windows from Selfridges. Each
one was interactive thanks to the Kinect
technology and offered an experience to people
passing by. This kind of installation enables to
catch people’s attention thanks to the screen
reacting to their movement. A good way to
immerse visitors in the brand’s universe and
encourage them to visit the point of sale.
userADgents
userADgents accompanies Pimkie since 2012
in its mobile-to-store strategy. The brand is
regularly sending promotional SMS with a code
to show in the store to its loyal clients.
PERSONALIZED COUPONS
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
IN STORE
AFTER

21. userADgents and the Paris Saint-Germain
deployed a double interactive in-store system: a
double touch screen displaying current events
from the Club, statistics, number of fans of the
community and social network feeds in real
time. There is also a social wall in the official
boutique Jean Bouin to immerse the client in the
Club’s news and entertain the point of sale.
SOCIAL WALL
In London and other big cities, Burberry
digitalized its stores and turned them into real
concept stores: sellers equipped with iPads,
giant screens spreading the brand’s history,
products… the whole store offers an interactive
experience immersing the client into the brand’s
universe and stimulating him to stay longer.
userADgents
SOCIAL SHOPPINGDIGITAL WALLS
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
IN STORE
In Brazil, for the launch of the new C&A
collection by Calvin Klein, the brand imagined
the Fashion Lock operation. Each apparel was
suspended to a locked hanger, which unlocked
after the obtention of a certain number of likes
on Facebook. Once the number was reached, a
code was sent to the fans of the Facebook page
and the 1st client to arrive in store was winning
the unlocked apparel.
AFTER

22. CONNECTED ARMBAND RATING ON PAYMENT TERMINAL
userADgents
SMS
At the Villeneuve d’Ascq’s Kiabi, clients are
given connected armband when they enter in
the store. They synchronize the band with their
Facebook profile in order to share their favorite
looks. A good way to engage customers, get
people talking about you and step into the social
shopping area.
In its concept store entirely digitalized, Rebecca
Minkoff offers clients a drink, served in the fitting
room. The client gives her phone number to be
informed when the drink is ready. A kind way to
welcome a client… and smart to get a phone
number! To read : the best case about
Rebecca Minkoff’s store slide 36.
The Real Greek in London encourages its
customers to rate the experience they lived in
the restaurant via the payment terminal. The
client will grade the experience from 0 to 9. A
quick and anonymous way to better know
customer feedbacks and show your interest for
them.
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
IN STORE
AFTER

23. GUIDING MOBILE APPLICATION
ULTRASOUND TO ORIENTATE
& STIMULATE
userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
IN STORE
Eram chose the Step-In solution, a mobile app
gathering multiple brands. Through ultrasound
in the store, the customer is oriented in several
areas and receives messages to guide him,
offering « steps » that he can convert in any
partner shop.
Carrefour is using Visible Light Communication
in one of its stores of Lille. It’s a lighting system
which recognizes the location of a client thanks
to its camera into the application, in order to
orientate him to find the promotions he’s
interested in.
LED LIGHTING TO ORIENTATE
The famous Galeries Lafayette have developed
a mobile application working thanks to indoor
geolocation via beacons in order to guide
customers all along their shopping experience.
The app enables to prepare its shopping
selecting its favorite brands and then being
oriented from a shop to another thanks to
geolocation. The customer can also share its
position with friends on social networks!
AFTER

24. userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
userADgents and PMU deployed in PMU
corners an information touch screen to enable
players to visualize information on races and
games. The success of this operation
encouraged PMU to keep on digitalizing its POS
in a larger scale.
INFORMATION TOUCH SCREEN
BETS TOUCH SCREEN
INFORMATION DIGITAL WALL
Samsonite imagined a 2.5 meters’ digital wall at
Selfridges in London, in order to be more visible
among the other stores. This digital wall
enables to visualize the products and each
luggage in 3D with all the information needed to
discover everything in autonomy.
Models are equipped with beacons and are
sending notifications to clients about their outfit,
prices, links to buy the apparels. They can also
see more details on pictures and descriptions
and add the look to their wishlist, share it with
friends or access to additional promotions.
INFORMATION ON PRODUCTS VIA
BEACONS
AFTER
IN STORE

25. userADgents
INFORMATION ON PRODUCTS VIA
NFC
Made opened its connected store. Tablets are
provided to customers to accompany their visit
in store and discover more information on
physical products thanks to their NFC chip. The
iPad actually recognizes the product and
transmits information about it. Other products
are also presented through augmented reality or
with pictures on a frame wall, frames are also
equipped with NFC chips.
http://bit.ly/1I74dHN
CONNECTED HANGERS TO
ADVISE
The Japanese brand imagined connected
hangers providing more information on the
apparel chosen. When the client pulls out a
hanger, a video linked to the apparel appears
on a screen.
INTERACTIVE TABLE
TO INFORM
The automotive constructor deployed an
interactive table using 5 miniature models in 3D
printing. The miniatures answer to customers’
movements when placed upon the touch
screen, and provide more information about the
brand’s vehicles.
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

26. userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
MOBILE APPLICATION FOR SELLERS
A mobile app has been developed for sellers in
order to advise in a personalized way thanks to
the client’s order history for instance. It is a
useful tool to better advise and personalize the
sales argument.
A tablet app has been developed to help sellers,
providing a better knowledge about products
and their place in the store, access to clients’
history, favorite products, channels used… It
enables personalized advice and clients can
pay directly via the tablet.
TABLETS FOR SELLERS
Neiman Marcus offers a personal stylist service
to its customers via SMS and an application
named NM Service. This app enables to know
which seller is available in the store, to ask him
via SMS advice, and schedule a rendez-vous to
try a product. In the store, the seller will have
access to the products the client selected via
the app.
http://bit.ly/1ItUdFQ
SMS / APP
AFTER
IN STORE

27. userADgents
Orange tested in 5 POS different systems
enabling to better advise clients, with for
instance comparators of mobiles under each
device, via a tablet.
http://bit.ly/1haydcZ
IPADS TO COMPARE
SMARTPHONES
The brand installed a social mirror in the store in
order to enable clients to ask for their friends’
opinion through the connected mirror, on which
they can also order.
SOCIAL MIRROR
Nordstrom possesses more followers on
Pinterest than on Facebook and Twitter! It’s the
3rd most followed brand on Pinterest with 64
boards and more than 13.000 pins! So the brand
decided to include the social network in its
strategy, indicating in store the famous products
on Pinterest, encouraging people to buy them.
SOCIAL SHOPPING
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

28. userADgents
The German bicycle brand, Rose, opened a
concept store entirely digitalized in Munich,
named Bike Town. More than 20 iPads are
available for clients, interactive tables and giant
screens to enable visitors to personalize their
bike and visualize it in 3D.
http://bit.ly/1DeHScu
PERSONALIZATION VIA
IPAD & DIGITAL WALL
Ferrari developed an app in augmented reality
for sellers in order to help them give clients
advice, explain them the car’s specificities and
personalize it in real time. The client can then
keep his personalized preferences and send the
video to his friends to help him decide.
http://bit.ly/1Sn256U
PERSONALIZATION VIA
AUGMENTED REALITY
In partnership with Nordstrom, Shoes of Prey
imagined a 3D design app for tablet, dedicated
to creating a pair of shoes. The app offers many
options to customize the model (colors,
material, heel height), samples, and stylists are
available to share their experience and advise.
3D SIMULATION VIA IPAD
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

29. userADgents
Apple is one of the best examples for a
seamless path thanks to its genius bar. Apple
was one of the firsts to imagine a rendez-vous
system with sellers, the client doesn’t have to
wait for an available seller anymore.
GENIUS BAR
The brand deployed in some stores some
connected fitting rooms enabling clients to order
apparels directly from the room.
CONNECTED FITTING ROOM
O2 tested a tool named Qudini in order to limit
the queue busting. A lot of people leave the
store because they don’t know how long they’ll
have to wait until a seller is available. So this
system takes the client’s phone number and
indicates how long he will have to wait, so he
can do something else during this timelapse.
Then he’s informed via SMS when a seller is
available.
http://bit.ly/1My3anx
SMS / APP TO AVOID
QUEUE-BUSTING
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

30. ESHOPPING TOUCH SCREEN
The store imagined an interactive touch screen
presenting all the products and enabling to
order them directly if it’s not available in the
store. This enables to improve customer
knowledge but also not to miss sales because
of stock issues.
An iPad app dedicated to sellers in the Parc des
Princes has been developed. It shows the
products and enables to pre-order directly on
the iPad for the customer. Clients will then
collect their purchase at the concierge service.
TABLETS FOR SELLERS
MOBILE APPLICATION ON
RESTAURANTS
Cover is an app gathering several restaurants.
Sit in a restaurant, order to the waiter and let
him know your name and that you will pay
through this app, enjoy your meal and just leave
the place. The app with automatically detect
and tell you that the restaurant you’re in is a
partner, you can also divide the bill between
friends through the app!
userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

31. Starbucks imagined an app enabling to order in
advance, to pay via its mobile wallet, and then
to grab your coffee or whatever in the closest
store. The order is prepared while the client is
coming so that he doesn’t have to wait.
To read : the best case about Starbucks’
mobile strategy slide 35.
MOBILE WALLET
Auchan developed an app gathering different
shopping expectations such as mobile payment,
loyalty program, dematerialization and historic,
coupons, shopping list, wishlist, advice, deals,
social shopping…
FLASH AND PAY
PayPal deployed a payment solution in store,
already used in 20.000 POS in the US, 2.000 in
the UK but also in Germany and Australia. It has
also been launched in 30 restaurants of Nancy
(France). The app enables to pay directly from
its mobile at the table or at the counter
(possibility to share the bill, leave a tips…), but
also tho pre-order.
MOBILE APPLICATION
userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

32. Leroy Merlin and Techshop opened a
collaborative workshop of 200 square meters.
Bigger and more complexe than a simple fab
lab, this space enables clients to create, learn
and share their DIY pleasure. More than a
hundred 3D printers are available among many
other machines. Clients have to subscribe in
order to benefit from the workshop and courses
are often given in order to accompany the client
beyond his purchase, in the use and
conception.
FAB LAB
Norauto sends quotes and bills via email in
order to save time and it’s a more efficient
solution for the archiving of documents. Norauto
also estimated a 9 million sheets economy in
France.
BILLS DEMATERIALIZATION
Darty launched his connected button that each
client can install at home on household
appliances. This button enables to be called by
Darty 24 hours a day, 7 days a week in order to
be helped on the phone. The advisor knows
your equipment and can find the best solution to
your problem, whether it’s a failure, a use issue,
an order issue. This service also exists through
an app (smartphone, tablet, desktop).
CONNECTED BUTTON
userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

33. Amazon tests in the US its Dash Button, a button
connected to the Internet via Wi-Fi, to clip on
products clients often use, so that they can order
easily with a simple click before running out of it.
Amazon is also testing a new service : The Dash
Replenishment Service, a Dash Button to put on
household appliances to order directly related
consumables.
CONNECTED BUTTON
Sephora saves clients’ purchase history and
uses this data in order to send an alert to the
customer (via email) warning than his product is
almost finished (a mascara lasts on average 3
weeks), if the client is on the average use.
PREDICTIVE MARKETING
Evian, BETC & Joshfire created the Smart
Drop: a connected object to order bottles of
water directly from the fridge and be delivered
at home. It’s a magnet drop with a touch screen
on it, connected to the « evianchezvous.com »
website via Wi-Fi. The user selects his Evian
products, chooses the time of delivery and
that’s all!
SMART MAGNET
userADgents
ORIENTATE / ADVISE
GENERATE TRAFFIC
OFFER AN EXPERIENCE
GUIDE
INFORM IN
AUTONOMY
PRESENT & ADVISE
HELP MAKING
DECISIONS
IMPROVE THE PATH /
FLUIDITY
FACILITATE THE ORDER
SIMPLIFY POST-
PURCHASE & ASSIST
RETAIN THE CLIENT
BEFORE
EN MAGASIN
AFTER
IN STORE

34. The sport gear and clothing chain SportCheck launched a « retail lab », a huge
digitalized store in Toronto and Edmonton.
The Toronto store is equipped with 140 screens on 1 100 square meters:
- iPads to promote products
- The « Nike Shoe VJ Experience »: people can interact with a musical and visual
digital wall, using Nike shoes as joysticks
- A digital Reebok shoes configurator
- A digital pictures wall connected with Kinect technology: contents interact with
people moving
- A digital community board lets consumers check sport news and leave comments
- Another screen gives all the new promotions and is linked to a mobile app
The Edmonton is even bigger (7400 square meters) and calls itself the worlds’ most
advanced retail store. 800 screens based on 220 diffusion channels, community
boards, 250 sellers equipped with digital tools so that they can give personalized
advice to clients: from customized bikes to analysis of your running habits to advise
you the best pair of shoes.
userADgents
SPORTCHEK #FULLOFSCREENS #RETAILLAB
BEST CASE
#1
SPORT CHEK
http://bit.ly/1NuFleL

35. userADgents
BEST CASE
#2
STARBUCKS
Starbucks is one of the best brands using digital and especially mobile in their in store
strategy. It was on of the first to implement payment & loyalty cards on mobile. With
the « shake to pay » functionality, people can pay with their smartphone only by
scanning the barcode and the purchase is instantly linked to My Starbucks Rewards
program. Since 2015, « Mobile order & pay » functionality allows people to order in
advance trough the app to avoid waiting in line.
Starbucks also uses mobile to locate stores nearby and the best itinerary to go to.
The brand listens to its consumers with their website « My Starbucks Idea » where
people can submit some ideas to improve the brand’s products or actions. Starbucks
make some ideas come true since 2008.
And to enhance the in store experience, they also create in 2010 the Starbucks Digital
Network, a dedicated network of contents accessible to the public free of charge thanks
to stores’ wi-fi.
STARBUCKS #MOBILEPAYMENT #LOYALTY #EXPRESSYOURSELF
THE RESULTS
The results show well that Starbucks does simplify the customer experience:
20% of in store sales are driven by mobile in 2015 & 9 billions mobile transactions
are made each week.*
My Starbucks Rewards program gathers 10,4 billions active users including 60% of
Gold members (an increase of 32% VS 2014), an extraordinary loyalty.*
On My Starbucks Idea, the most popular idea has received more than 95 000 votes and
the brand realized more than 300 ideas the first 5 years.**
*Results announced by Starbucks in 2015. **Results 2013

36. userADgents
BEST CASE
#3
REBECCA
MINKOFF
When they come to the store, shoppers can discover the entire collection on a giant
screen and order what they want to try on in the fitting room. Sellers receive
notifications on their tablet so that they make the fitting room ready which is also
connected. They offer clients a drink in exchange for their mobile number, a text
message is sent when the drink is ready in the room.
When in the fitting room, customers have access to a connected mirror which sums up
the clothes to try on and suggests associated apparels. Clients can order another size
without having to leave the room, it notifies vendors and they exactly know how long will
it takes to have the new item. The mirror also has several light modes to see the
apparel through different conditions.
Of course, shoppers can pay directly from the fitting room thanks to ipads.
This store is full of digital services to improve the shopper experience (save time, be
advised, enjoy little extras…) and business too: cross-selling, CRM, loyalty…
REBECCA MINKOFF #MIROIRDIGITAL #CABINECONNECTÉE #IPADVENDEUR

37. Opened on January 30th, 2015 in the centre of Toulouse (France), this POS of only 50
square meters is revolutionary. It offers to clients 4 interactive systems enabling to
consult and access to all the products available in the store (in store or in stock).
Thanks to a smart system, clients receive aero-propelled capsules containing in
stock apparels!
Once they have the product, it’s checkout time. RFID chips have been implemented
in each product to facilitate checkouts.
userADgents
UNDIZ #CAPSULES #RFID #TOUCHSCREENS
BEST CASE
#4
UNDIZ
THE RESULTS
This system adds an entertaining scale to the POS and facilitates the highlighting of
each product in a very small surface, and the results are really good!
‣ + 30% of turnover/square meters comparing to the 120 other stores!
‣ More performing and motivated sellers. People « fight » for this job!
‣ A thresholds divided in 3 in a city centre (between 100 and 200K of savings)
‣ A rental divided in 3 (between 30 and 60K less charges in less than a year)
‣ A better place with more traffic
Results announced during the exhibition « Commerce Agile »

38. userADgents
BEST CASE
#5
WALGREENS
In Chicago, Walgreens priced its dermocosmetics area with a digital wall and screens
to virtually test cosmetics. The grocery area or the liquor one have also been highlighted
with bottles on a treadmill passing over our heads. The pharmaceutical area offers via
screens to make a preliminary diagnosis.
Globally, the web is very present in store with displays and digital tools. Clients can
also choose to pay traditionally or via an automatic checkout or via mobile payment.
Walgreens also equipped its caddies with tablets enabling clients to live a new
experience in augmented reality during their path in the store. With this tablet, an
optimized path is offered to them, enabling to shop according to their shopping list. The
client wins coins during its shopping and receives information when he passes near
precise products via beacons.
A lifestyle mobile app has also been developed to help users take care of themselves,
more particularly their health, through alarms not to forget medicines for instance, or
through the possibility to order a medicine simply via scan and then collect it in
store an hour later. The app is also a real help in store: it keeps the loyalty card,
enables to find articles easily, to benefit from coupons and deals every week.
WALGREENS #IPAD #GEOLOC #APP #MOBILEPAYMENT

39. userADgents
PARTIE 3
Our experts’ opinion
userADgents

40. OUR EXPERTS’ OPINION
userADgents
‘RENAUD MENERAT
PRESIDENT
The point of sale is finally becoming a screen just like another. One of the key
stakes is now to develop analytics tools as precise as the ones dedicated to the
web, and if possible to combine with those ones. This will spell the end of a silo
vision which built organizations and confronted traditional commerce to e-
commerce for 20 years.
’
DIGITALIZATION OF THE POINT OF SALE
‘ NIC OLAS BENO IST
CTO
Digitalization of stores will require bigger investments to benefit from a
high quality Internet connection. Most of the stores only have ADSL
connections, already saturated with the checkout system. The fibre
optic must begin its revolution in store!
’
CONNECTION

41. userADgents
‘We often under-estimate the importance of the information system in the
digitalization of the point of sale. Everybody pretty much agree on the targeted
customer vision, but if the basis are not there - checkout systems & CRM of the
POS centrally interconnected and linked to the e-commerce infrastructure - it
will be hard to convey the beautiful story we’re telling. The good choice in the
migration strategy of information systems towards a new generation, more agile
& open, is, according to me, the essential stake.
’
INFORMATION SYSTEM
‘
NICOLA S BENOI ST
CTO
The Bluetooth embodies the digital world confronting to real life. The
development of iBeacon solutions must be based on a user centric and test &
learn approach, whether that is in the organization of the store or in the
interaction scenarios. The 1st stake of this technology is to become the store's
« cookie », but is face to very few accessible people. We are still in the
experimentation rather than a solution presenting a high impact on sales and
shopper experience.
BEACONS
LO IC PAI LLER
ASS OCIATE DIREC TOR
OUR EXPERTS’ OPINION

42. userADgents
‘Settling all those new tools isn’t useful if there’s no Chief Data Officer to propose
a vision, centralize analysis and make improvement recommendations. We need
to evolve from Big Data - that some retailers possess for a long time - to Smart
Data taking particularly into account real time and predictive stakes.
’
DATA
‘
NICOLA S BENOI ST
CTO
The correct management of customers' datas is becoming a major stake for
retailers. Indeed, there is a delicate balance between personalization and
intrusion! I appreciate a seller welcoming me saying my name if I’m a loyal
client, but what shall I feel if I’ve never been to this store before?
’
PERSONALIZATION & PRIVACY
VIN CENT PILL ET
ASS OCIATE DIREC TOR
OUR EXPERTS’ OPINION

43. userADgents
‘SMS, Push notifications, beacons,… the catchment area is digitalizing. But it’s
essential to multiply and orchestrate the activation of levers and supports to reach
an audience large enough who may have an impact on the store’s traffic. What’s
more, geolocation at a precise moment isn’t a sufficient criteria, we also need to take
the context into account to avoid operations attracting 3 people in store like those
targeted consumers driving on the highway nearby…
’
MOBILE TO STORE
LOIC PA ILLER
ASSOCIATE DIR ECTOR
‘CRM & customer service start at the store’s checkout, and pretty simply :
dematerializing tickets, bills, guaranties and instruction manuals. It’s certainly
more useful for the consumer than a "Thank you" message !
’
CRM
VIN CENT PILL ET
ASS OCIATE DIREC TOR
OUR EXPERTS’ OPINION

44. userADgents
‘When your own house will send you a notification to suggest you to buy a bulb
which just burnt out in a precise store, when your coffee machine will do the same
with your capsules and your bathroom will precisely count your contact lens stock,
the notion of personal assistant, and even of personal shopper, will be totally
redefined… The purchase impulse will arise out of products themselves and
customer knowledge will depend on use datas. An essential challenge for retailers
in order to better control the next purchases.
’
TOMORROW’S SHOPPING
SÉVERINE DUMO NT
CONSULTING DIRECTOR
‘Payment shouldn’t be a fundamental step of the buying path. It will
« disappear », or at least become invisible. The NFC and particularly self-
payment should progressively eliminate this friction of the traditional point of
sale, which has to target the « one-click payment ».
MOBILE PAYMENT
REN AUD M ENERAT
PRE SIDEN T
OUR EXPERTS’ OPINION

45. userADgents
PART 4
And tomorrow?
userADgents

46. THE STORE OF THE FUTURE?
100% TECH
0% VENDORS
?
Robots Drones Self
payment
Instant client
recognition
Customized
promotions
userADgents

47. NO
LE MAGASIN DU FUTUR ?100% TECH 0% VENDORS?
userADgents

48. TECH HAS TO BEE INVISIBLE TO FOCUS ON UX
MAKE THE ROUTINE TASKS EASIER
TO FOCUS ON
PEOPLE
THANKS TO TECHNOLOGY, WE WILL SWITCH
FROM STORES TO PLACES OF EXPERIENCES
Advice CustomizationTest Co-creation Sharing
userADgents

49. userADgents
userADgents & Joshfire
Creators of retailXperiences
userADgents

50. USERADGENTS & JOSHFIRE
DIGITAL AGENCY
MOBILE FIRST USER CENTRIC
FABRIQUE D’OBJETS CONNECTÉS
& CABINET D’INNOVATIONS
Our agency is specialized in mobile
marketing consulting, supporting companies in the
development of tailor-made solutions for
smartphones, tablets and connected objects.
Joshfire, a team of designers and engineers
creating connected objects and tailor made
interactive experiences from the ideation to
the industrialization.

51. userADgents
AGENCIES
TOO
COMPLEMENTARY
Yesterday, the aim was to adapt to mobile web,
but today & tomorrow it will be to embrace the
new ultra connected world where mobile devices
& objects communicate.
Our synergy enables us to imagine transversal
experiences to those systems and to satisfy
brands’ new problematics.
1
ST
1
SHAPINGTOGETHER:
USERADGENTS & JOSHFIRE
FACTORY
OF DIGITAL INNOVATIVE
SYSTEMS

52. userADgents
Behavior analysis
Ideation workshops
Innovative concept
research
User journey
Ergonomics
Usability tests
Co-creation workshops
Interfaces design
Industrial design
Connected objects
Natives applications
(iOS/Android/Windows)
Responsive & Adaptive
Design
Back-end & APIs
Arduino / Raspberry Pi
Virtual Reality
Chat bots
Mobile Advertising
Couponing
SMS/Push Notif
App Store
Optimization
Mobile-to-store
In-store interactions
Beacons
Video
Functional analysis
Prototyping
Specifications
Industrialization &
production monitoring
Trends studies
Brand audits
Benchmarks
Strategic
recommendations
Research &
Innovation
DESIGN
PROMOTION
CRM
UX / IDEATION DEVELOPMENT
PROTOTYPING &
INDUSTRIALIZATION
CONSULTING
…FROM CONSULTING TO PROMOTION…

53. #RetailXperience…FOR A THROUGHOUT THE « SHOPPER+ » JOURNEY …
BEFORE IN STORE AFTER
Use technology & mobile to catch
customers’ attention and attract
them into stores.
Ensure a fulfilling and memorable
experience in store. Simplify the
shoppers’ journey and make them
stay until they buy.
Strengthen the relationship
between the brand and its customers
to encourage them to come back.
GEOTARGETED /
GEOLOCATED
NOTIFICATIONS
STORE
LOCATOR
COUPONS & APPS
GEOLOCATED DEALS
INTERACTIVE
SHOP WINDOW
GEOTARGETED /
GEOLOCATED
ADVERTISING
MOBILE APP
WIFI
MOBILE
APP
APP FOR
SELLERS
RFID /
NFC
TOUCHSCREENS
BEACONS /
ULTRASOUND
CONNECTED
MIRROR / FITTING
ROOM
MOBILE
PAYMENT
QR CODE /
IMAGE SCANNING
MOBILE
APP
FAB LAB
CONNECTED
OBJECT
GEOTARGETED /
GEOLOCATED
NOTIFICATIONS
COUPONS & APPS
GEOLOCATED DEALS
SMART
DATA

54. userADgents
BE USEFUL
& RELEVANT
MARK YOUR
TERRITORY
Your customers and the digital world
they live in, change constantly! We wish
to make things move forwards
and challenge ourselves all the time,
trying not to be stuck in pre-existing
thoughts.
SENSE
EFFERVESCENCE
ESSENCE
In a more and more competitive
environment, where customers are
over-exposed to brands, each one of
them needs to claim its difference and
spread its DNA and values.
We believe digital should not be gadget!
We want to create things that matter and
make sense to your customers.
KEEP YOUR EYES
WIDE OPEN
… SHARING A COMMON VISION & METHODOLOGY

55. userADgents
RETAILERS WHO TRUST US:

56. userADgents
OUR RETAILXPERIENCES PROJECTS
VILLAGE VIP APP FOR SELLERS M-COMMERCE APPLICATION TOUCHSCREEN KIOSKS
SMS CAMPAIGN CONNECTED OBJECTSOCIAL WALL & CONNECTED MIRROR

57. 57
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s.derrey@useradgents.com
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FROM 1600€HT

59. userADgents
Solange Derrey
Head of Trendwatchers Department
& Communication
s.derrey@useradgents.com
Marie Billon
In charge of digital studies
m.billon@useradgents.com
S T U D Y C O N D U C T E D B Y
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60. userADgents
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