Download - The Future of Physical Retail
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NIKETHE FUTURE OF PHYSICAL RETAIL
Valentina González · Miguel Vieira
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Valentina González · Miguel Vieira
ECONOMICALRETAIL VS. E-COMMERCE
Quarterly Sales
Q1 2013
Q1 2014
0 300000 600000 900000 1200000
71.188
61.911
1.147.388
1.120.085
Retail E-Commerce
% of change 2013 - 2014
% of change
0% 4% 8% 12% 16%
2,4%
15%
E-Commerce Retail
i*
i*
Advance monthly retail trade report July 2014, united States Census Bureau.
Advance monthly retail trade report July 2014, united States Census Bureau.
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Valentina González · Miguel VieiraIPS SYSTEMS
TECHNOLOGY
“It’s important to point out that, just like GPS, IPS doesn’t necessarily betray your location to third parties.”
Provide consumer security
http://www.extremetech.com/extreme/126843-think-gps-is-cool-ips-will-blow-your-mind/2
Passive technology
Non-invasive interactions
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Valentina González · Miguel Vieira
EMERGING SEGMENTSSOCIAL
“Nielsen expects the Hispanic population to grow by 167 percent by 2050.”
2003 201334%
22%
44%
31% 38%
31%
Spanish dominant
Bilingual
English dominant
Language Dominance
150 million
50 million
2050
2013
ii*
iii*
Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant,
Bilingual Hispanics 1829 May 2003, May 2013
Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant,
Bilingual Hispanics 1829 May 2003, May 2013
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Perceived influence of hispanic food in the USA.
Valentina González · Miguel Vieira
EMERGING SEGMENTSSOCIAL
82% 87%
Hispanic vote Non-hispanic voteiv*
http://conill.com/images/uploads/thinking/The_Hispanic_Influence_on_America.pdf
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Valentina González · Miguel Vieira
ARCHETYPE MILLENIALS
Diverse, expressive & optimistic.1
2
3
4
5
Driving a social movement back to the cities.
Struggling, but have an entrepreneurial instinct.
Deal shoppers and desire authenticity.
Connected and want the personal touch
ii*
EMERGING SOCIAL SHOPPERS
Nielsen. “Millennials: Breaking the Myths” Report. 2014.
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Valentina González · Miguel VieiraARCHETYPE
HYPOTHESIS
Omni-channel communications and a sense of communal gathering within the sales space will redefine what we understand as the retail experience.
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Valentina González · Miguel VieiraTREND 1
INTIMACY
Zappos #nextootd
From the old general store to the next personalized retail space.
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Valentina González · Miguel VieiraTREND 2
THE 3RD SPACE
Collaborative feedback and design within the community.
https://redpen.io
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Valentina González · Miguel VieiraTREND 2
THE 3RD SPACE
Collaborative feedback and design within the community.
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Valentina González · Miguel VieiraTREND 3
BEYOND “E”
Beyond E - commerceThe rise of the m-commerce should be the glue between E-C and B&M.The power of touch
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Valentina González · Miguel VieiraINSIGHT 1
BESPOKE INFLUENCERS
Getting to know each visitor provides a personalized experience that identifies with the influencers and tribe leaders.
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Valentina González · Miguel VieiraINSIGHT 2
COMMUNITY
Providing spaces where shopping is not the main reason to enter the space. Invitations to gather and engage with the brand without pushing sales.
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Valentina González · Miguel VieiraINSIGHT 3
OMNI-CHANNEL COMMUNICATION
The retail space is not defined by the physical barriers, communication should reach the consumer in three directions: mobile, physical and electronically.
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Valentina González · Miguel VieiraNIKE RETAIL
STATE OF THE ART
NIKE TOWN NIKE STORES
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Valentina González · Miguel Vieira2010 - 2014
STRATEGIC LAUNCHES
Secret tournament Ad.1
2
3
4
Nike Apps
Nike I.D
Wearables
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Valentina González · Miguel VieiraRECOMMENDATIONS
SHORT TERM
Omni-channel communication (cross-platform presence)
Bespoke experience, enhance the power of touch.
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Valentina González · Miguel VieiraRECOMMENDATIONS
LONG TERM
Physical space, community and social gathering with influencers.
From bespoke to self made
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Nielsen NPower Hispanics 1829, English Dominant, Spanish Dominant,
Bilingual Hispanics 1829 May 2003, May 2013
Nielsen. “Millennials: Breaking the Myths” Report. 2014.
i*ii*iii*
iv*v*
Advance monthly retail trade report July 2014, united States Census Bureau.
http://conill.com/images/uploads/thinking/The_Hispanic_Influence_on_America.pdf
http://www.extremetech.com/extreme/126843-think-gps-is-cool-ips-will-blow-your-mind/2
LONG TERMREFERENCES