Westminster e Forum Emma Robertson Emma Robertson June 2011 Commercial in confidence
Impact of mobile & other technology on Retail 1. Breaking up the value chain • New technology biting off pieces of the traditional Retailer” role • Within customer lifecycle no longer assumptive that a retailer can own the whole journey • Browse – research via Google Browse research via Google • Choose – price compare using mobile QR codes • Find – location based mobile search • Buy – pay through PayPal Buy pay through PayPal • Fulfil – get through retailer • Retain....? • • Living example in the way online has challenged and changed Living example in the way online has challenged and changed the world of travel agencies
Impact of mobile & other technology on Retail 2. Complex Customer Journeys • Mobile especially interrupts the customer journey and no longer requires the customer to be in a fixed location g q • Decision making process disrupted in line with the retail value chain • • If retail cannot control bringing a customer to them, they If retail cannot control bringing a customer to them they have to find ways of putting themselves in the places where customers already are • Comparison sites Comparison sites • Social networking • Search engines • • Etc etc etc Etc etc etc
Impact of mobile & other technology on Retail 3. Functionality at the cost of strategy • Mobile apps still growing – there is indeed an app for everything y g • Retail can fall into “cookie jar” syndrome and over spec functionality at the cost of strategy • • Use of mobile and new social channels is most effective when Use of mobile and new social channels is most effective when it resonates with the existing model • E.g. Avon in US on Facebook • • E g Argos in UK with a reserve & collect app of 25k products E.g. Argos in UK with a reserve & collect app of 25k products
Impact of mobile & other technology on Retail 4. Who & What Designing For • Who • Youth of today think about online in a very different way – they Youth of today think about online in a very different way they don’t “go online” they are just connected by default • Mobile, TV, console access is just another route into their world • Concepts that concern strategy makers now around privacy and p gy p y security will have very different meaning to the next earning and shopping generation • What • Designing experiences cross channel is complex – design once, deploy everywhere. Easy in principle, hard in practice • Experience design for mouse, finger or gesture? • What are the devises of the future to be planned for
Impact of mobile & other technology on Retail 5. What’s next • Trying to predict the future within the current frame of reference is complex – speed of change means that there is a p p g limited base of “now” from which to project • New directions and trends can be led by • Technology – innovation and product Technology innovation and product • Policy – infrastructure, investment and legislation • Markets – some brands are capable of creating new trends where the tech and policy pre-exist e.g. Apple ipad p y p g pp p • People – the way people use the technology of the day directs the next iteration of the trend • Challenge in retail context is how to deliver for customers and a g a o o o d o u o a d devises of today without creating the legacy systems of tomorrow
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