The Brave New World of Retail:

The Brave New World of Retail

Wade AllenVice President of Retail at Rockfish Interactive

Devora RogersDirector of Product, Retail IPG Media Lab and Shopper Sciences

Supplier powerSupplier power

Distribution

Retailer powerRetailer power

Negotiation

Shopper powerShopper power

Information

Shopping transformation

Retail 1.0 Retail 2.0 Retail 3.0

Retail Evolution

Are we giving shoppers what they want?

4

Can Evolution of Retail Tech Ease Shopper Barriers?

Information Confidence Validation

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Across all categories, shoppers get stuck in the purchase process based on three ‘barrier nodes’ at or above SHS norms

Across all categories, shoppers get stuck in the purchase process based on three ‘barrier nodes’ at or above SHS norms

Smart Phone Growth & Shopper Influence

Changing the way we shop• Mobile barcode scanning TRIPLES on Black

Friday

• Paypal cites 310% increase in mobile shopping on Black Friday

• 73% of mobile users prefer to use their smartphones for simple tasks rather than interact with an employee.

Sources: MobileMarketer, Paypal, Accenture

Retail 2020

Augmenting Retail Reality

Invisible Pop-Up Store Airwalk and GoldRun

Creating Interactive Brick and Mortar

Interactive Gestural Experiences

Easing Apprehension

Adding Transparency

Virtual Sampling

Simplifying Digital Couponing

In-Hand Research and Purchase

Check out Anywhere…with anything

Centralized Customer Service 4G Content Delivery

Group Clout

Social Persuasion

Purchase Show and Tell

Dynamic Audience Measurement

In-store content management system that uses face recognition to capture audience information and dynamically serve demographically relevant messaging as traffic fluctuates during business hours.

System also provides metrics.

The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.

-Mark Weiser, 1991 “The Computer for the 21st Century” Scientific American

Powerless Printed Coil Technology

But technology isn’t enough.

Virtual Tour of IPG Media Lab’s Retail Center

APPENDIX

Q17 - If haven't bought yet, what prevents you from purchasing? (CIRCLE ALL THAT APPLY)

Lack of confidence was the top factor inhibiting purchase

Despite being highly confident

before shopping, the sample

reported the shopping experience

was still significantly confidence-

inhibiting