REPORT PREPARED FOR: Countdown New Zealand Culture of Real Virtuality BY Group Author of Duan, Guanghui Mohini Maria Liu, Xiuqin Li, Xin POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2017 >>APMG 8119: DIGITAL ENTERPRISE
The Culture of Real Virtuality “The culture of real virtuality ” （ "4 Virtual reality vs. real virtuality," n.d. ） , we are surrounded by images and media that recreate and ‘re - present’ an idea of our world. When a technology-mediated dream world appears as the real world, the term real ‘ virtuality ’ strengthens, example enabling realistic technologies: VR and AR. But other technologies as traditional or emerging technologies are equally important. Reference: 4 Virtual reality vs. real virtuality, (n.d.). Retrieved from https://sites.google.com/a/york.ac.uk/media-communication-essay/virtual- reality-real-virtuality 2 >>APMG 8119: DIGITAL ENTERPRISE
Culture of Virtual Reality in Food Online Retailing In-store experience Virtual assistance: electronic shopping list and item location, ▪ product briefing Beaconology: discount info and product info push service ▪ Wifi: in-door map and query about product ▪ Self-checkout ▪ Automatic Checkin-Out: get rid of the hassle of payment ▪ Barcode or QR scanning for food origin and ingredient ▪ information Business model Offline-to-online(O2O): combine brick-and-mortar with online ▪ experiences 100% Online store: operates through online only ▪ M-Commerce: operates through mobile only ▪ Virtual store/wall: realistic image displays ▪ Farm-to-Table: local food delivery to table ▪ 3 >>APMG 8119: DIGITAL ENTERPRISE
Key elements of Real Virtuality Definition “A system in which reality itself (that is, people’s material/symbolic existence) is entirely captured, fully immersed in a virtual image setting in the world of make believe, in which appearances are not just on the screen through which the experience is communicated, but they become the experience.” (Castells , 2009, p.404). Key elements 1. The quantity of information is abundant enough to describe a specific goods item as well as help create realistic virtual online environment. 2. The forms of information are diverse enough, including words ， pictures, sound, videos, etc., to make users feel real 3. The experience should be communicated and shared between users. Reference Castells, M. (2009). The Rise of the Network Society, With a New Preface The Information Age: Economy, Society, and Culture Volume I. (2nd ed.) Hoboken, Wiley. . >>APMG 8119: DIGITAL ENTERPRISE
Real Virtuality in Countdown’s On -line Food Retailing “Your community” Feels like in a real market 1. Rich information about food products (price, weight/quantity, description, etc.) 2. Recipes about how to use these materials, followed by a link Buy these ingredients now 3. “Your community” where users can participate activities together, such as charity, having more information about Countdown Sometimes, not so real 1. Can’t watch products from three dimension (one picture only for each product and some of them don ’ t have a picture) ！ Out of stock 2. Products 3. Inconvenience of delivery :high minimum spend ($80) and expensive delivery fees 4. Don ’ t have online customer service, can’t get feedback immediately No picture, high delivery fees >>APMG 8119: DIGITAL ENTERPRISE
How Value is Created in Marketspace? Better Service Tailor-made brochure from myCountdown provides the Lower price most efficient new on food discount. Based on customers’ favourite product list, countdown will provide the • updated promotion information to customers, which is created individually. Food is not only raw materials anymore, but what we could eat through Food hub. Several fine recipes are available on Food hub, which release • customers from the questions of “what I should eat for dinner today?”. >>APMG 8119: DIGITAL ENTERPRISE
The Differences to the Marketplace Efficient and convenience to select food on line Not only the raw material, but also how it could be is available online from ▪ the food hub, so that customers could know what to buy when they attracted by the delicious dishes. Purchase by one click Go directly what I want with key word searching without go through any ▪ other products that I don’t want at all. Easily to know all types in one category and fast comparison for decision. ▪ Low cost of warehouse for product storage. Besides a marketplace, company website is also a place to release the latest news and set up brand image. >>APMG 8119: DIGITAL ENTERPRISE
The Concept of IHS The Concept Two-way electronic communication between two parties (buyer and seller) by electronic media in a location other than a store (Joseph et al., 1997). Technology options (Andreas, 2009) Radio on demand ▪ EI Games on demand ▪ Interactive television ▪ Home online shopping ▪ Home banking and financial service ▪ Information service ▪ Video information ▪ >>APMG 8119: DIGITAL ENTERPRISE
The Concept of IHS 1990s, Proliferation, Telecommunication (Chang et al., 2016) 2006 2010 Average Annual growth rate Global online US$ 640.7 Billion US$ 951.4 Billion >10% shopping Taiwan US$ 3.05 Billion US$ 10.38 Billion >35% 9 >>APMG 8119: DIGITAL ENTERPRISE
IHS Competitive Advantages Countdown adds The Shield to its website- • Countdown is supporting a Women’s Refuge initiative that allows visitors to its website to access ‘The Shielded Site’, a portal enabling victims of family violence to safely seek help and access critical information without fear of detection. Expediential growth in sales with the added benefit of • being able to reduce staffing costs of wages, sickness etc 10 >>APMG 8119: DIGITAL ENTERPRISE
IHS Competitive Advantages Personal shopper helps you to convey any special • detail or requirement for choosing the product. Feedbacks can be provided by customer for • improvement in the shopping experience. Major online grocery shopping portal. Pak n save and • New world are not competing in the digital world. 11 >>APMG 8119: DIGITAL ENTERPRISE
IHS Disadvantages There is a limitation to the feedback option. One • cannot give feedback in more than 250 words or add any pictures to support his opinion. Many items are not available in stock while ordering • online leading the customer to hunt the shop floor. Lack of personal attention to the customer. • 12 >>APMG 8119: DIGITAL ENTERPRISE
Thank You! 13 >>APMG 8119: DIGITAL ENTERPRISE
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