David Womack, executive creative director for mobile and social platforms at R/GA, has been working with luxury jeweler Tiffany & Co. for years to develop their presence on the web, in social, and through apps. Now he's working with the brand to translate that momentum into digital experiences that are redefining the luxury experience in retail.

2. Using Digital to Create Luxury
Retail Experiences
David Womack
Executive Creative Director, Mobile and Social Platforms
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4. Why is mobile important to retail?
%
90
%
84
Of smartphone
shoppers use
their phone for
pre-shopping
activities
Of smartphone
shoppers use
their devices to help
shop while in store
Shoppers who use mobile more,
spend more in-store.
Frequent mobile shoppers spend 25% more
in-store than people who only occasionally
use a mobile phone to help with shopping
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5. Why is mobile
important to retail?
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7. eCommerce
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8. mCommerce
eCommerce
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9. Retail sales
mCommerce
eCommerce
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10. So what is mobile good for?
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11. Bridging online
and offline to create a
seamless experience
WEB
RETAIL
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12. Bridging online
and offline to create a
seamless experience
MOBILE
WEB
RETAIL
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13. 01
Engagement Ring Finder
and Retail App
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16. Engagement
Ring App
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17. Ring Finding
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18. Making an appointment
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19. Our #1 complaint
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20. The Retail
App
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21. Appointment
Details
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22. Customer
History
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23. Being seamless is complicated
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24. Is there
a book
for that?
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25. 02
From Seamless to Serendipitous
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26. What is a beacon?
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27. The New Couponing
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28. Adding value to the experience
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29. From web to app
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30. App
notifications
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31. From app
to web
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32. Customer adds item to wishlist
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33. Customer walks past store
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34. Relevant Products Chosen
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35. Customer is notified
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36. In-store
Analytics
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37. From retail to digital
Observing in-store behavior to drive online recommendations
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38. 03
Digital in Retail:
Considerations
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39. 1. Digital will deeply impact retail shopping.
2. Mobile can play a key role in the purchase cycle, but
probably not as the point of purchase.
3. Simple retail experiences involve a lot of variables,
including pesky humans.
4. Don’t disregard beacons because the initial
implementations are uninspired.
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