3. “I need a product”
"I wonder which product
is right for me?"
"I wonder what's out there?"
"Where should I go to find out?"
“Am I paying the right price
for this product?”
"That's what I'm going to get."
"Where will I buy it?"
Do I like it?”
3
8. “I need a product”
Prompt
"I wonder which product
is right for me?"
Access
Experience/
Evaluate
"I wonder what's out there?"
"Where should I go to find out?"
“Am I paying the right price
for this product?”
Select
Purchase
"That's what I'm going to get."
"Where will I buy it?"
Consume/
Evaluate/Share
Do I like it?”
4
50. Save Product Info To Mobile
Location-based Alerts
Sales-bot End Cap
Optimized Samsung Store On Amazon
Smart TV Demo Station
Accessory NFC Shelf Liner
Tweet-to-compare
Smart Remarketing
Samsung Connected Cart
Smart Mobile Coupons
Text-to-buy
Lifestyle Curation / Rooms by Samsung
Native E-Commerce / Samsung Spokes
Retail on Demand / Samsung Shopping Coach
Shopper
Impact
5
2
3
4
4
4
4
3
5
5
5
Business
Impact
4
5
3
4
4
4
4
5
5
5
5
4
5
4
4
5
4
Scale: 1 = Low (Poor), 5 = High (Good)
Prioritization = Simplicity, Scalability, Speed to Market, Economical
Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational
Scalability (30%) = # of (major) markets (where applicable) as % of revenue
Simplicity (40%) = Technical, Organizational, Commercial
Speed to Market (15%)
Business Impact (50%): Impact concept has on sales
User Impact (50%): Impact concept has on solving shopper barriers
IMPACT
4
3
3
4
4
4
4
4
5
5
5
Economical
(Opp. of Cost)
5
5
3
5
3
4
5
3
3
2
2
Scalability
5
2
5
4
5
3
5
2
2
3
2
Simplicity
(Opp. Of Complexity)
5
4
4
5
3
2
3
3
3
3
2
Speed To
Market
5
5
3
5
3
3
5
3
3
2
2
FEASIBILITY
5
4
4
5
4
3
4
3
3
3
2
4
5
4
3
4
4
2
2
2
4
2
2
3
2
2
3
2
2
51. Save Product Info To Mobile
Location-based Alerts
Sales-bot End Cap
Optimized Samsung Store On Amazon
Smart TV Demo Station
Accessory NFC Shelf Liner
Tweet-to-compare
Smart Remarketing
Samsung Connected Cart
Smart Mobile Coupons
Text-to-buy
Lifestyle Curation / Rooms by Samsung
Native E-Commerce / Samsung Spokes
Retail on Demand / Samsung Shopping Coach
IMPACT
4
3
3
4
4
4
4
4
5
5
5
FEASIBILITY
5
4
4
5
4
3
4
3
3
3
2
4
5
4
3
2
2
Scale: 1 = Low (Poor), 5 = High (Good)
Prioritization = Simplicity, Scalability, Speed to Market, Economical
Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational
Scalability (30%) = # of (major) markets (where applicable) as % of revenue
Simplicity (40%) = Technical, Organizational, Commercial
Speed to Market (15%)
Business Impact (50%): Impact concept has on sales
User Impact (50%): Impact concept has on solving shopper barriers
Considerations
Digital Wallet (Mobile App), Product Finder Service
Digital Wallet (Mobile App), Retailer Finder Service, GPS
On/Offline Interactive Experience, Product Finder Service, Gesture/Voice Recognition
3rd Party Service (Amazon - Brazil, Canada, China, France, Germany, India, Italy, Japan, Spain, United Kingdom)
On/Offline Standalone Interactive Experience, TV with Connected Computer
Mobile Web/Mobile App, NFC, Product Finder Service
Twitter-bot, Product Comparator Service (w/ deep links), Shopper Inquiry Service
Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration, Digital Wallet (Mobile App), Retailer Finder Service
Shopping Cart Service (E-Commerce), 3rd Party API Integration
Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API Integration
SMS, (3rd Party) E-Commerce
Co-branded microsites, third party retail, social networks; Web, Mobile Web, Interactive Kiosks; (Product Finder Service, Retail Finder Service, Shopping Cart Service (E-Commerce))
Content Service for Third Parties; Shopping Cart Service (E-Commerce) for Third Parties
Web, Mobile Web, Mobile App; Product Finder Service, Recommendation Engine Service; Shopping Cart Service (E-Commerce), Online Chat Service
52. Questions to Markets for Local Activation
•
Are there any potential clients to pitch these ideas to? Existing clients or new
business?
•
Are there any existing conflicts? Existing vendor commitments?
•
Have you pitched similar ideas before? Will there be any perceptual issues of this
type of offering to overcome?
•
Do you need support to pitch these ideas? Any ideas as to timeframes to get these
in front of clients (ie. How immediate/likely is the opportunity)?
•
Do you need support to develop the ideas with these clients versus in house
capabilities? Strategy, Planning, Executing with TBG (delivery management)?
63. Economical
(Opp. of Cost)
Cost)
Scalability
Simplicity
(Opp. Of
Complexity)
Speed To
Market
FEASIBILITY
Save Product Info To Mobile
5
5
5
5
5
Digital Wallet (Mobile App), Product Finder Service
Location-based Alerts
5
2
4
5
4
Digital Wallet (Mobile App), Retailer Finder Service, GPS
Sales-bot End Cap
3
5
4
3
4
On/Offline Interactive Experience, Product Finder Service, Gesture/Voice Recognition
Recognition
Optimized Samsung Store On Amazon
5
4
5
5
5
3rd Party Service (Amazon)
Smart TV Demo Station
3
5
3
3
4
On/Offline Standalone Interactive Experience, TV with Connected Computer
Accessory NFC Shelf Liner
4
3
2
3
3
Mobile Web/Mobile App, NFC, Product Finder Service
Tweet-to-compare
5
5
3
5
4
Twitter-bot, Product Comparator Service (w/ deep links), Shopper Inquiry Service
Smart Remarketing
3
2
3
3
3
Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API
Integration, Digital Wallet (Mobile App), Retailer Finder Service
Samsung Connected Cart
3
2
3
3
3
Shopping Cart Service (E-Commerce), 3rd Party API Integration
Smart Mobile Coupons
2
3
3
2
3
Promotions & Offers Service, Shopping Cart Service (E-Commerce), 3rd Party API
Integration
Text-to-buy
2
2
2
2
2
SMS, (3rd Party) E-Commerce
Scale: 1 = Low, 5 = High
Prioritization = Simplicity, Scalability, Speed to Market, Economical
Economical (15%) = Upfront one time (fees + hard costs), Ongoing operational
Scalability (30%) = # of (major) markets (where applicable) as % of revenue
Simplicity (40%) = Technical, Organizational, Commercial
Speed to Market (15%)
Enabling Technologies
51
74. Samsung.com nPlatform Roadmap
Accelerate
Business
Requirements
Business
Organization
Enablement
Requirements
Technology
Technology and Operational
Requirements
Business Transformation
Change Management
Continuous Innovation
Technology Assessment
Enterprise Alignment
Technology Selection Strategy
nPlatform Development Plan & Execution
Product Lifecycle Management
nPlatform Roll Out Plan
Property Roll Outs
oPlatform Development
Transition
Business Requirement Definitions
Property Decommissioning
Continuous Business Innovation
Customer Experience Plan
User Experience Strategy, Content Strategy (Owned, Sourced, Acquired), Search Strategy
Metrics & Measurement Plan
Reporting & Optimization
Content Development & Optimization
Structure, Governance, Processes, Systems, Tools, Work Flows
Innovation Work stream
KTBR Operating Model
Two Operating Models
Gain Efficiencies in New Model
66
77. "I wonder what's out there?"
"Where should I go to find out?"
Prompt
Access
Experience/
Evaluate
Select
Purchase
Consume/
Evaluate/Share
Visit: visiting a shop/website/resource to gather information
[Awareness/familiarity], [Trust], [Convenience], [Expectation of experience – environment, pressure, quality
of information], [Merchandising – product assortment/availability]
Navigate: getting to the section/category where the product and/or information is located
[Layout/IA], [Product presentation], [Guidance tools – sales people, navigation, signage], [Distractions –
alternative products, ambush]
Locate: choosing a product(s) to learn more about/experience/test
[Assortment size – too many choices/products], [Search/Filtering tools - search engine, UX, categorization,
filters, buying guides], [Information quantity & quality], [Quantity of individual product information], [Product
differentiation, or lack thereof], [Guidance tools – sales people, navigation, signage], [Distractions –
alternative products, ambush]
69
78. Retail solutions that help shoppers
access (visit, navigate, locate)
information, stores and products
Who:
E-Mart / Balloon store
Barrier: Physical distance inhibited shoppers from visiting store
often, psychological distance inhibited shoppers from switching
stores
Solution: WiFi-enabled, virtual Pop-up store at high traffic
locations around Seoul
KSF: Instant gratification
Enabling technology:
- 3G/4G WiFi
- Mobile web
- E-commerce
70
79. Retail solutions that help shoppers
retain information/product they were
researching at a previous touchpoint
Who:
Amazon.com / Wishlist
Barrier: While many start at Amazon, the majority of shoppers
would leave to continue their shopping experience (omnichannel shopping)
Solution: Virtual memory locker accessible through web, mobile
and browser (BHO) shareable with social network
KSF: Everywhere accessibility, Personalization
Enabling technology:
- Web / Mobile web
- E-commerce (wish list) + Web service API
- Promotions engine
- Browser helper objects (BHOs)
71
80. "I wonder which product
is right for me?"
Prompt
Access
Experience/
Evaluate
Select
Purchase
Consume/
Evaluate/Share
Understand (dimensionalize): understanding available choices and the criteria utilized in
selecting choices
[Knowledge of available alternatives (Brands and SKU)], [Concerns about information quality – trust,
accuracy], [Understanding the attributes of a product ('Techno-babble‘)], [Lack of education tools,
knowledgeable sales associates ], [Relevant attributes to base choice on (objective/subjective) – decision
tools, intelligent agents]
Meaning: translating understanding into personally relevant knowledge
[Individual meaning – based on life contexts (situations/roles/stages)], [Social meaning – symbolic signaling
to relevant others]
72
81. Retail solutions that help shoppers get
access to deeper, richer content and
product experiences
Who:
Burberry / Regent Street Flagship store
Barrier: The experience at Burberry was limited to passive
product displays and the availability of competent sales people
Solution: Rich and immersive brand experience store that
seamlessly connects display, mobile and location based
experiences
KSF: Instant gratification, Personalization
Enabling technology:
- WiFi / RFiD
- Connected Interactive display
- Mobile App
- Personalization
73
82. Retail solutions that help shoppers
have immersive, and often
personalized experiences with products
and/or information
Who:
Nike / Fuel station
Barrier: Difficult to communicate the benefits of Nike fuel band
through traditional means
Solution: Immersive experience store that allows shoppers to
see, try and visualize the complete Nike Fuel solution from start
to end
KSF: Personalization, Instant gratification
Enabling technology:
- Web / Mobile + Web / Mobile app
- Web services
- Connected interactive displays
- Bespoke hardware / display + sensors (Nike Fuel Band)
74
83. "That's what I'm going to get." “Am I paying the right price for
"Where will I buy it?"
this product?”
Prompt
Access
Experience/
Evaluate
Purchase
Select
Consume/
Evaluate/Share
Overcoming decision anxiety: Cost vs. Benefit analysis based on knowledge
gained throughout the process
[Final cost analysis - price, rebates/promos/deals, tax, delivery cost), [Final benefit analysis], [Final risk
assessment (warranty, return policy, price protection policy)], [Social affirmation]
Channel/Retail selection: Figuring out where to buy the selected product
[Product availability], [Delivery logistics], [Payment mechanism], [Expectations of experience], [Trust],
[Convenience]
Transaction: Final act of purchasing the selected product
75
84. Retail solutions that help the shopper
reach a better product selection
Who:
Laura Geller / Beauty bar
Barrier: Whereas the offline cosmetics shopping experience is
inherently social and interactive, the web experience was
individual and unidirectional
Solution: Web based social shopping with deep integration to
Facebook and Twitter
KSF: Personalization, Instant gratification
Enabling technology:
- Web / mobile web
- Social network integration
- Loyalty / points engine
- Promotions engine
76
85. Retail solutions that help remove final
barriers that inhibit the purchase of a
product
Who:
Hointer / In-store experience
Barrier: Shoppers at clothing stores face two barriers that
inhibit purchase – size availability and the fitting room, two
things that traditionally have relied on the availability of a
salesperson
Solution: The fully-integrated ‘phygital’ store
KSF: Instant gratification + (removal of annoying salespeople)
Enabling technology:
- Mobile app
- QR code
- Inventory lookup web service
- In-store resource (fitting room) booking web service
77
86. Prompt
Experience/
Evaluate
Access
Access
barrier
E-Mart / Balloon store
Wal-Mart / Virtual toy store
HomePlus / Billboard store
Macy's / Indoor GPS
Fastmall.com / Indoor nav. guide
Amazon.com / Wishlist
Google / Google keep
Google / Google wallet
Evaluation
barrier
Purchase
Select
Selection
barrier
Burberry / Flagship store
Laura Geller / Beauty bar
Adidas / Interactive store window Tiffany / Engagement ring app
Audi / Audi city
Chevy / Product comparison tool
Kate Spade / Interactive signage Mini / Car builder
HYC / Conductive ink packaging Etsy / Social curation
SellPoint / Content network
Amazon / Recommendation engine
WebCollage / Virtual store-in-store
Nike / Fuel station
Crate & Barrel / 3D room designer
TXT4VID / SMS short code
IKEA / Personification
Staples / Personification
IBM / AR comparison shopping
IKEA / AR catalog
Shopperception / Gesture based analytics
Perch / Interactive projection display
Consume/
Evaluate/Share
Purchase
barrier
Hointer / In-store experience
Nordstrom / Buy online, pick up offline
Amazon / Shopping cart
Zappos / Return policy
Chirpify / Tweet to purchase
MasterPass / Seamless checkout
Swarm / In-store offers
Enabling technology
Content management & delivery (applications, tools, analytics, systems, hardware) / Point-to-Point / Display / Connectivity / Transaction
78
87. Retail solutions that help shoppers
access (visit, navigate, locate)
information, stores and products
Who:
E-Mart / Balloon store
Barrier: Physical distance inhibited shoppers from visiting store
often, psychological distance inhibited shoppers from switching
stores
Solution: WiFi-enabled, virtual Pop-up store at high traffic
locations around Seoul
Enabling technology:
- 3G/4G WiFi
- Mobile web
- E-commerce
79
88. Wal-Mart / Virtual toy store
(QR code)
HomePlus / Billboard store
(QR code)
80
89. Macy's / indoor GPS
(location based navigation guide)
Fastmall.com / indoor navigation guide
(location based navigation guide)
81
90. Retail solutions that help shoppers
retain information/product they were
researching at a previous touchpoint
Who:
Amazon.com / Wishlist
Barrier: While many start at Amazon, the majority of shoppers
would leave to continue their shopping experience (omnichannel shopping)
Solution: Virtual memory locker accessible through web, mobile
and browser (BHO) shareable with social network
Enabling technology:
- Web / Mobile web
- E-commerce (wish list) + Web service API
- Promotions engine
- Browser helper objects (BHOs)
82
91. Google / Google keep
(multi platform synch virtual memory)
Google / Google wallet
(mobile product ID + comparison)
83
92. Retail solutions that help shoppers get
access to deeper, richer content and
product experiences
Who:
Burberry / Regent Street Flagship store
Barrier: The experience at Burberry was limited to passive
product displays and the availability of competent sales people
Solution: Rich and immersive brand experience store that
seamlessly connects display, mobile and location based
experiences
Enabling technology:
- WiFi / RFiD
- Connected Interactive display
- Mobile App
- Personalization
84
93. Adidas / Interactive store window
(gesture control – virtual locker)
Audi / Audi City
(interactive showroom / USB takeaway)
85
96. Retail solutions that help shoppers
have immersive, and often
personalized experiences with products
and/or information
Who:
Nike / Fuel station
Barrier: Difficult to communicate the benefits of Nike fuel band
through traditional means
Solution: Immersive experience store that allows shoppers to
see, try and visualize the complete Nike Fuel solution from start
to end
Enabling technology:
- Web / Mobile + Web / Mobile app
- Web services
- Connected interactive displays
- Bespoke hardware / display + sensors (Nike Fuel Band)
88
101. Retail solutions that help the shopper
reach a better product selection
Who:
Laura Geller / Beauty bar
Barrier: Whereas the offline cosmetics shopping experience is
inherently social and interactive, the web experience was
individual and unidirectional
Solution: Web based social shopping with deep integration to
Facebook and Twitter
Enabling technology:
- Web / mobile web
- Social network integration
- Loyalty / points engine
- Promotions engine
93
105. Retail solutions that help remove final
barriers that inhibit the purchase of a
product
Who:
Hointer / In-store experience
Barrier: Shoppers at clothing stores face two barriers that
inhibit purchase – size availability and the fitting room, two
things that traditionally have relied on the availability of a
salesperson
Solution: The fully-integrated ‘phygital’ store
Enabling technology:
- Mobile app
- QR code
- Inventory lookup web service
- In-store resource (fitting room) booking web service
97
