Digital in Store

BY

Digital in StoreFlorent Sabourin

• E-business Director

• +33 6 17 42 49 78

• florent.sabourin@smile.fr

• @fsabourin

3More than 20

More than 35

More than 50

YEARS EXPERIENCEIN OPEN SOURCE

PARTNERSIN OPEN SOURCE

MILLION EUROSIN TURNOVER IN 2014

Project Framework

Audits / Benchmark

Ergonomics

Accessibility

Editorial Strategy

SEO

Hosting

Corrective and

upgrade

Maintenance

Support

Change management

Intra and inter company

training

Design

Development

Configuration

A 360°SERVICE FOR YOUR

PROJECTS

WEB

E-BUSINESS

COLLABORATIVE

CORPORATE I.T.

INFRASTRUCTURE

Website Portal Mobile …

E-commerce PIM …

GED DAM Intranet …

ESB / ETL ERP …

Cloud …

Cross-canal

Hosting

BI

800OPEN SOURCE

EXPERTS

25%INCREASE IN TURNOVER

PER YEAR

Leading European open source integrator

63%OF CAC 40

TRUST US

SERVICES FOR YOU

OPEN SOURCE

4

Since

2011+ 20

Supported by 780 Smiliens

Focused on

e-commerce

& infrastructure

http://nl.smile.eu

AN agency trusted by

5

ClothingUnderwear Shoes

Optic

Jewllery

Health

Press & media

Luxury

6

90% on MAGENTO platform

Travel Home equipmentCulture industry Food industry

Magento & Smile : partners since 2008

Service Quality Managed servicesExpertise

Most challenging platforms have

been developed by Magento

ANWB: 5000 orders/day

Cultura : 25 M products

Canson : SAP integration

North Face : Salesforce int.

Luxury brand : 5 continents

Significant increase of website

turnover

Performance focused

Technical innovations

Fixed priced projects

3 Service centers

120 servers

Magento awarded partner in

2010, 2011, 2012, 2013, 2014

200 engineers

22 certified developers

8

Mobile catalog applicationa cross-device technology

Merchandising & Searchpowered by famous ElasticSearch

NoSQL Databasewith MongoDB

Real User Monitoringfor real performance measurment

Magecachea dynamic cache strategy module

Open Sourcehttps://github.com/Smile-SA

Enterprise compliant

PerformantAnd secured components

Module auditing toolanalysing architecture complexity

+ 41 exclusive Smile modules assets

ERP Connectoreasing data exchanges with ERPs

Sources : OnetoOne et Fevad

My smartphone ?

My "personal shopper » ! 15%consumers scan products in store

55%

In 2016, 10% of retail commerce

will go through internet internet,

10% of sales on mobile

MOBILE is always with you, it

became link between physical

world and online world

Smartphone is used for comparing

prices in store for

24% of users

Mobile penetration rate

50% of mobile traffic occurs

during while client is in the store

90% of retail turnover is in-store

23% consumers choose to be

devliered in-store

83% consumers prepare their

shopping online before entering

a store

79% consumers think that the sales

person should be connected

73% consumers are expecting

guidance and advice

56% consumers want to spend a

good time while shopping

Sources : OnetoOne et Fevad

Customer journey

Web to Store

Interactive walls

Mobile marketing

Social network

Sales assistant tablet

Interactive Kiosk

QR Codes, scan, beacons…

Community wall

TV screens

Digital entertainment

Mobile Payment…

Customer account

Mobile marketing

Social Network

Store to Web

BEFORE AFTER

TRENDS AND INNOVATIONS

DIGITAL WALL

RANGE EXTENSION

PRODUCT CONFIGURATOR

SALES ASSISTANT TABLET

DYNAMIC WALL

CLICK & COLLECT POINT

SMARTPHONE FOR PAYMENT

SMARTPHONE FOR SCANNING

BEACONS

GEOFENCING

COMMUNITY WALL

CONNECTED TABLE / KIOSK

VIRTUAL CABIN

DIGITAL ENTERTAINMENT MALL

APPLE WATCH

CASE STUDIES

RESULTS

• Space saving, scale economy

• Complete product range service access

• A new and innovative retail experience

• Reinforced brand image

• Positive customer feebacks

Spartoo, pure player ?

RESULTS

• An answer to consumer habits and expectations

• A new sales channel opened

• A first successful pilot shop

• A roll-out planned in 50 shops within 3 years

Darty, customer experience

RESTULTS

• Consumer experience enhancement

• Satisfaction increase in terms of service quality

• Better efficiency for sales assistant

• Improved sales reactivity

Phildar, new strategy

RESULTS

• Brand contact along the whole sale cycle (omni-channel)

• Younger segment position of the brand

• Optimization of brand relation

• A first successful test

YOUR TURN TO GET ON TRACK

Adapt to your points of sale

• Many cases• City center shops• Shops in suburbs• Shop in a mall• Corners of retail store

• Des différences en terme de :• surfaces de vente et secteur géographique• offre produits• cibles• attentes clients

Goal and ROI definition

• Main benefits for client and brand• New shopping experience• Better brand bond• Better service

• Return on investment• Client acquisition / retention• Customer satisfaction measurment• Point of sale traffic• Additional turnover• Brand awareness• …

FIRST STEP

Put your customer at the center of the cross-channel organization

Make everyone in your company think digital (or « phygital »)

Web to Store

Web in Store

Store to Web

Digital in Store

NEW point of contact

How to get there

Synergy between online and offline

Offer to your customer seamlessexperience

Offer them a range of service matching their expectation and

their device expectations

Make your digital brand recognizable to facilitante

adherence

A company change requiring

• TOP Management involvment

• A dedicated internal organization

• Budgets and resources

• Distribution channel master

• Sales team involvement and empowerment

• Crystal clear goals

TECHNOLOGIES

WHAT IS AT STAKE ?

Strategic, marketing but also

DATA and INFORMATION SYSTEM

Catalog data, Customer data, Operationaldatas must be accessible by all the

customer touchpoint systems.

LOGISTIC

No additional service without a propersupply chain, delivery chain, and reverse

logistic.

CRM OrdersPIM

Big Data / Prediction Reporting

FOUNDATIONS

CMSMEDIA

PIM CRM Order Mgr

Big

Dat

aP

red

icti

on R

epo

rting

FOUNDATIONS

CMS/MEDIA

CRM OrdersPIM

Big Data / Prediciton Reporting

A CONNECTED INFORMATION SYSTEM

CMSMEDIA

MIDDLEWARE (API REST/SOAP, files, cache…)

READY TO CONNECT TO POINT SOLUTIONS

Native Wrapper App

USER INTERFACE & DEVICES

EmbeddedWebViews

Native UI Views

OS & Device

Application Hybride

OS & Device

Site mobile

Web BrowserSafari / Chrome

OS & Device

Application Native

Native Hardware Access

App

App

App

A

INDEX : Catalog, local offers, 360° customer

data, content

APIsContent API Catalog API Client API

Content application

Catalog application

Client application

Other dataPOS offer

APIMagento

Customer data changes

Specific data registration

Recommandations

Consommation des

données en lecture seule

Push catalog,

customer data,

content, order data

ERPClick & collect

3rd party recommandations

engine

Research & Development