The document discusses trends in eRetail, including online expectations for offline shopping experiences through mobile technologies that provide additional product information, payment innovations like mobile wallets, and a new breed of stores that blend online and offline through virtual fitting rooms and interactive digital displays. It also describes a project where an iconic 1971 Coke ad was reimagined for the digital age.

1. WassUp Recap
June 2012
Geert De Laet | Technology Evangelist
Twitter: @geertdelaet | hashtag #luonwassup
4 | Trend: eRetail
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2. Trend: eRetail
Beyond the self checkout
“ shopping isn‟t purely functional. For a large number
of consumers around the world, „going shopping‟ is
a leisure activity: a way of relaxing, a source of
entertainment or a chance to meet up with friends
and share experiences.
- Trendwatching, 2011 -
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3. 1. Online expectations for the offline
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4. 1. Online expectations for the offline
In-stories
“ Consumers of all demographic segments are
already accustomed to the online shopping
experience. It is therefore essential to deliver
consistency across all points of contact for
the consumer.
- Mike Milley, Manager, Samsung -
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5. 1. Online expectations for the offline
In-stories
Home Depot has rolled out a mobile tag program to solidify purchase intent in its store by
delivering additional product information directly to a customer‟s smartphone.
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6. 1. Online expectations for the offline
In-stories
LL Bean customers can discover more about the shoes they picked up via automatically
triggered videos.
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7. 1. Online expectations for the offline
In-stories
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Kraft launched a „Meal Planning Solution‟ allowing for in-store easy recipe discovery and
sample distribution while gathering detailed information on consumer habits.
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8. April 5
In-stories | Google Project Glass
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Google glass should be available somewhere in 2013
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9. April 6
In-stories | Microsoft SemanticMap
Microsoft SemanticMap prototype allows for personalized consumer interaction based
upon recognition, locality and gestures.
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10. 1. Online expectations for the offline
Digitally empowered staff
“ Rather than creating retail signage pushing
a product, manufacturers can place a real
person near their product to not only talk to
the new pieces, but make a transaction on
the spot.
- Mike Peck, Sr. Design Manager, Starbucks -
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11. 1. Online expectations for the offline
Digitally empowered staff
When a customer enters the Apple store, they click a call-button on the Apple Store app
that notifies members of staff, enabling them to respond in real-time.
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12. 1. Online expectations for the offline
Digitally empowered staff
Using tablets, Burberry staff members can order sizes and items that may be out of stock
in a particular store and offer products exclusively available on the web.
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13. 1. Online expectations for the offline
Payment in the mobile era
Nordstrom recently rolled out 6,000 iPod Touches at 116 of its stores in an effort to
reduce checkout wait times.
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14. 1. Online expectations for the offline
Payment in the mobile era
Google Wallet for now only works on the Sprint Nexus S 4G smartphone and only
supports Citi Mastercards.
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15. 1. Online expectations for the offline
Payment in the mobile era
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Google predicts that by 2014, 50% of cell phones will use NFC technology. By 2015, the
value of all mobile money transactions is expected to reach $670 billion.
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16. 1. Online expectations for the offline
Payment in the mobile era
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17. 2. A new breed of stores
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18. 2. A new breed of stores
Instant try-it-on
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Microsoft Kinect technology allows for easy body location and measurement. Combined
with augmented reality, this could be turned into a virtual dressing room.
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19. 2. A new breed of stores
From offline to online and back again
The SingTel stores‟ exterior glass walls have embedded interactive digital touchscreens in
them, meaning that the store is effectively open 24/7.
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20. 2. A new breed of stores
From offline to online and back again
click next for video
Home Plus (Tesco Korea) launched a series of virtual stores on subway platforms enabling
customers to make purchases using their smartphones while they wait for a train.
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21. 2. A new breed of stores
From offline to online and back again
click next for video
Home Plus (Tesco Korea) launched a series of virtual stores on subway platforms enabling
customers to make purchases using their smartphones while they wait for a train.
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22. 2. A new breed of stores
From offline to online and back again
click next for video
Recognising that as the world‟s population rises, living spaces are becoming limited, IKEA
designed and built an entire store that is housed in a 300 x 250 pixel web banner.
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23. 2. A new breed of stores
From offline to online and back again
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Bricks-and-mortar stores are a growing trend among tech companies including
eBay, Amazon, Google and Microsoft
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24. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
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25. Project Re:Brief
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In 1971, Harvey Gabor created the iconic Coca Cola „Hilltop‟ campaign with the baseline
“I‟d like to buy the world a Coke, and keep it company”.
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26. Project Re:Brief
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40 years later, Harvey Gabor and a team at Google re-invents the ad for the digital age.
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27. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
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