Robots in-retail 2016-10-14

Robots
in Retail
Berlin, October 14, 2016

2Roboter im Handel_Speech_2016-10-14_publish.pptx
The robotics market should continue growing in the upcoming years,
reaching more than USD 50 bn in 2025
Source: World Robotics 2015, Roland Berger analysis
9
2013
4
2
15
30
2015
4 8
2020
19
6
3
16
12
52
Professional
22
18 Personal
10.6%
p.a. Industrial
12
2025
Sales of robots [in USD bn; 2013-25; excluding military]
> Several factors drive the growth of
the service robots market:
– Price decrease of robots
(-26% per year for service robots)
– Over-representation of seniors
and highly fragile economic context
in Japan
– Increased commercialization of
robots, especially in Europe –
commercialization of humanoid
robots in Europe (Pepper, Tiki)
> The android robot market is estimated
to be worth EUR 250 m today, and it
could reach EUR 10 bn in 2025

The robotics market can be broken down into 3 separate segments,
namely personal, professional and industrial robots
Definition > Service robots dedicated to
personal use and domestic
tasks
Examples
of application
> vacuum cleaners
> washing
> entertainment
> assistance to dependent
people (elderly, disabled)
Personal robots Professional robots Industrial robots
> Service robots dedicated to
commercial or professional
tasks
> Programmable and automatic
operators dedicated to
industrial use
Typology of robots
> medicine
> agriculture
> defense
> logistics
> welding
> painting
> assembly
> manipulation of objects
Source: press review, ISO, Roland Berger analysis
Robots in retail

The uncanny valley theory describes the psychologic reaction of
revulsion when faced with the imperfections of an overly human robot
Mobile Immobile
Corpse
Artificial hand
Zombie
Anthropomorphism50% 100%
Familiarity
Soft toy
animal
Bunraku puppet
Current
humanoid
robots (2005)
Human in
good health
UNCANNY
VALLEY
Industrial
robot
Source: Prof. Masahiro Mori
The uncanny valley theory

The uncanny valley theory describes the psychologic reaction of
revulsion when faced with the imperfections of an overly human robot
Mobile Immobile
Corpse
Artificial hand
Zombie
Anthropomorphism50% 100%
Familiarity
Soft toy
animal
Bunraku puppet
Current
humanoid
robots
Human in
good health
UNCANNY
VALLEY
Industrial
robot
Source: Prof. Masahiro Mori
The uncanny valley theory
OSHbot
Tiki Pepper
Aiko Chihira

Robots now play a role throughout the whole retail value chain with
different impacts and maturities
Source: press reviews, Roland Berger analysis
Application and examples of robots within the retail value chain
> Inventory
> Stock control
> Restocking
> Surveillance
> Customer greeting &
entertainment
> Product information
and demonstration
> Promotion
> Augmented virtual
reality
> Pick-and-go product
picking
> Automatic payment
> Product delivery
> Customer count
> Trajectory analysis
> Conversion rate
analysis
Applications
Examples
Maturity
Tory
Tally Pepper Nao
Chloé Robot
Touchless Commerce
Digeiz
3-D camera
Goods
management
Front office and
customer experience
Customer services
merchandise
Customer path
analysis
Tiki

Scallog is a French start-up which allows the optimization of the time
dedicated to the preparation of orders within the warehouse
> Specialized in "goods to man" or the automation of
distribution platforms
> Its technology consists of a rack-carrying system moving
throughout the warehouse to transport products to human
packers, whilst optimizing the preparation of orders
> L'Oreal/ BSL in cosmetics
> Airbus in aeronautics
> Rhenus Logistics in textile
> Productivity gains: Each operator can handle up to 600
"picks" per hour compared to between 100 and 150 when
using the traditional pedestrian system
> Optimization of space: Automation enables saving up to
30% in warehouse surface area
CLIENTS
IMPACTS
Presentation of Scallog
Source: Scallog

The development of humanoid robots is limited due to an
environment that is still difficult to systemize
Overview of humanoid robots bound for retail
Functionalities
OSHbot Buddy Tiki Pepper Nao
Aiko
Chihira
> Human size
> Vocal functions,
multilingual
conversation
> 3-D scanner detects
the products
> Mobile with 3 wheels
> Companion robot
> Multilingual
> Modular platform
> 140 cm
> 9° of freedom
> 5 tactile zones with
LEDs
> Vocal synthesis/ facial
recognition
> 120 cm
> 20° of freedom
> 360° movement
> Vocal/ facial/
emotional recognition
> 58 cm
> 25° of freedom
> Hands that can grip
> Vocal/ facial/
emotional recognition
> 165 cm
> 43 motors, including
15 for the face
> Knowledge of sign
language
ManufacturerInno.Price
~ € 45,000 < € 1,000 € 990 monthly
subscription
~ € 20,000 ~ € 6,000 ~ € 80,000
clone version
Degree of robot humanization
Lowe Bluefrog Evenbots Softbank
Robotics
Softbank
Robotics
Toshiba

Ex. How Tiki can help you – Which Dress?
Specifications
Price
Brand
Reviews (Experts)
What does not help now
• Specifications
• Price
• Brand
• Reviews (Experts)

Ex. How Tiki can help you – Only One Thing Is Important…
…"does this dress
make me look and
feel beautiful?"

We have defined 5 key criteria for defining the relevance and
suitability of in-store assistance robots
Analysis matrix of the relevance of in-store assistance robots
Source: Roland Berger analyses
Range size
In-store
service
Product
complexity
Product
positioning
Product stan-
dardization
> Time savings
> Orientation/ information towards
shelves
> Relevance of the robot for products
for which no advice from sales staff
is required
> Robot gives additional information
> Customer opinion on complex
products
> Incompatibility of a robot for high-
end products (esp. luxury goods)
> Robots are able to provide
products matching customers'
specific customization needs
Large Small
High level of service Self Service
High complexity Commodity product
Top range Bottom range
Personalization Standardization
Highest relevance for in-store assistance robots

In France, automation increases customer satisfaction up to a certain
stage – cultural differences with Japan can be noticed
Source: Roland Berger analyses, press review
Automation degree
Customer satisfaction
> No advisers
> Basic
information
> Long wait
> Information
sometimes
inaccurate
> Entertainment
> Technical
information
> Customer opinion
> Advice to the client
> Purchase
customization
> Punctual traffic
increase
> Entertainment/
animation/promotion
> Robot still
considered as a
gadget > Frequent
breakdown
> Scenario too
simplistic
> Not much
added value
compared to
sales advisers
> Bad localization
> Low
frequentation
> Technical
problem
> Limited choice
> No human interaction
> Need for advice on
high added value
products
> Technical information
> Fluidity
> New experience
> Technical information
> Product advice
> Human contact
GSA
> Fully automated
jeans store
> Quick and
simplified
purchase
experience

5 major technologies exist that allow the monitoring and analysis of
the in-store customer path
Technology Illustration
Source: Roland Berger analyses, press review
Overview of the technologies analyzing in-store customer path
> Option of using surveillance cameras
> Non-intrusive
Offers
Analytics
Analytics
Analytics
& Customer
Interaction
Analytics
& Customer
Interaction
Analytics
& Customer
Interaction
> Static data
> Installation required
> Direct customer interaction
impossible
> Exhaustive and accurate (< 1m)
> Dynamic data
> Automated analysis possible
> Non-intrusive
> Direct customer interaction
impossible
> Installation required
> Customer interaction (push, advice)
> Dynamic data
> Simple to install
> Mobile behavior crossover
(application)
> Low accuracy (~ 3m) (depending on
the store structure/ facilities)
> Non-exhaustive (5-20% of people):
application & BT enabled
> Dynamic data
> Simple to install
> Enhancement of information possible
(profile, online behavior, etc.)
> Non-exhaustive (30% of people):
> Intrusive
> Dynamic data
> Simple to install
> Non-exhaustive (5% of people):
2-D cameras
3-D cameras
(local or global)
Beacon/
Bluetooth
Wi-Fi
Ultrasound

Digeiz is an innovative solution whose technology includes 3-D motion
sensors in order to monitor customer path in real time
Analyze customer paths
Exploit enriched data in real time
Perform an advanced modelling of
customer behaviors
Identify "hot" zones and less
frequented zones
Functionalities
3-D technology – Example – Digeiz case study
Source: Roland Berger analyses, Digeiz

Based on technologies associated with the development of robotics,
Digeiz analyzes customer paths in real time
Analytics
Analyze customer paths:
> Customer counting/ number of customers per zone
> Downtime
> Passing order
> Non-transforming paths
> Local transformation rate
Operations
Adapt operations to customer flows:
> Waiting time at checkouts
> Catch rate at store front
> Customer wait in a zone
> Adaptation of the marketing message projected
according to the path
Functionalities
3-D technology – Example – Digeiz case study
Source: Roland Berger analyses, Digeiz

Robots, and virtual and augmented realities represent a strong
disruptive innovation in distribution
Technological innovations modifying customer experience since the 2000's
Source: press review, Roland Berger analyses
Major innovations Important innovations Minor innovations
4Store to web
(terminals,
machines)
2013
> First "phygital"
(digital and
physical)
experiences
> Range
enlargement
> Connected seller
3Web to store
(drive, click, and
collect)
2010's
> Time savings for
the customer
> More accurate
knowledge
> Reduction in
brand spaces and
workforce
Augmented
reality, and
virtual reality6
> Stores/ virtual
corners
> Enlargement of
the available offer
> Product
customization
(3-D furniture,
virtual cabin)
1E-commerce
2000's
> Enrichment of
customer
experience:
opinion,
comparator, time
saving, delivery
> Accessibility
M-Commerce
(mobile apps, QR
codes)
2
2005's
> Complement to
e-commerce
facilitating product
availability at all
times
> More fluid
experience
In-store robots/
customer flow
sensors5
> Welcome, advice
and, information
robots
> Basic/ repetitive
tasks performed
by robots
(inventory…)
> Customer 3-D
sensors –
monitoring of
customer path
2015
Extension of the e-commerce innovation
Disruptive innovations

We are always available for further questions
Contacts at Roland Berger
Olivier de Panafieu
Senior Partner
Consumer Goods & Retail
France
Tel: +33 (1) 536 70-908
Mobile: +33 (6) 769 88 023
email: olivier.depanafieu@
rolandberger.com
Source: Roland Berger
Christian Gieselmann
Partner
Competence Center Consumer
Goods & Retail
Tel: +49 89 9230 - 8683
Mobile: +49 160 744 - 8683
email: christian.gieselmann@
rolandberger.com

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