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Jen Adamski-Torres - Empowering Retailers: Eliminating the Gap Between Physical and Digital
1. CUSTOMER EXPERIENCE AND
WEB TRANSFORMATION
SHEARMAN & STERLING LLP
EMPOWERING
RETAILERS
Eliminate the Gap Between the
Physical and Digital World
November 16, 2016
Empowering Retailers: Eliminating the Gap Between Physical and Digital
Create, manage and measure a more captivating in store experience for customers
Implications of consumerism
We fell in love with buying new things, lots of things
Sharing meant demonstrating conformity = same is better
Shared experiences, one-way through mass media (Elvis, Beatles, Man on Moon) (Mad Men-era of marketing/advertising = more is better)
We absorbed and adopted new communication technologies at a record pace (TV, LP/CD, VHS, PC, DVD, Cellphone, Streaming)
Emotionally Intelligent Spaces
Bad, Humourous Example: Last week, Big Box Retailer ‘Treat Yourself’ email to Jen’s friends… for diapers.
Let’s see an example of a unique, seamless experience…
Emotionally Intelligent Spaces
“Show me what I like.”
Connecting with customers: Not just online, but also in stores…
Promote your product based on the anonymous passers by...
No self registration, mobile apps or QR codes are needed…
Matches this person to a predefined profile, content matched to you will be displayed on screen...
Conversions increase enourmously...
All this data is stored, highly relevant information about types of customers...
Through the Tahzoo Experience Design methodology, we create Experience platforms where employees, suppliers and customers continuously improve the shopping experience to attract, engage, convert, and retain shoppers…
Blend creativity with technology to deliver visibly transformational, multi-sensorial experiences that are both compelling for consumers and manageable & measurable for clients.
From the moment they step in, technology is centered around the movements and moods of your customer.
Reacting to your customers’ behavior and movements; interacting with their needs.
Aligning imagery, sounds and experiences to create attractive and cohesive shopping experiences.
Story: Intersection of online and physical world: Using sensor networks to understand patterns of behavior – ie Tahzoo DC website to show relationship between color and weather, etc – circles on Tahzoo website depicted colors worn while passing our HQ (Image of shirt, API to color, display on website) – most wore black (Circles turned into unicorns with a konami cheat code)
Enliven the Shopping Experience
How it’s done:
Interactive experience design
Expertise in different sensory elements (sounds, imagery, interactivity) and their effect
Carefully constructed and scripted scenarios which create deep engagement with customers
Continuous measuring and quantification of results so they are linked to your business goals
Knowledge of what works and what doesn’t
And Continuously Improve It…
Our Tahzoo Software and technology expertise enables us to do this, over and over again
We create and re-create the experience in a way that keeps it relevant and fresh
Results can be achieved not only in flagship stores but duplicated across the entire chain
We are unique because we offer experience creation, management and measurement in one package!
Highly immersive experiences; not a gimmick, not simple display ads
These digital experiences are improving brick and mortar.
Collect more data about interactions, how their face responds…
Establish a 2 way connection with in-store + online
Where augmented reality and VR encumbers customers, with TIPS there is no QR code, no user intervention, no headset… it seamlessly responds to customers in a highly personalized way. As experience adds value, it creates the opportunity to become more engaged.
Example 1: Example: What type of cup is customer holding? Clear plastic cup = recommend iced drink
Base off inventory levels at local store, etc…
Demo (guess your age) – testing Harvey the dog
Future state: Microfacial recognition and microphones; automate human to human interaction
Imagine:
A highly immersive experience…
Viewing product in 3D (ie House on Zillow, Furniture online), quickly manage transaction and iris scan to pay
Incorporating Sound: Ambient background convo to gain a composite of the conversation around a particular thing/product – i.e. long ling at coffee shop – operational feedback – usually takes 2 months to see if there’s a problem. If you gain real-time insight that your sales are off by 33%, you can more quickly identify operational inefficiencies and respond.
Central control, local flexibility
Unify delivery of experience
Consistent look, feel, experience with localization
Increase in-store sales, tie to inventory and feature product accordingly – an optimization effect
Example 2: What type of shirt? Imagine eventually a Siri/Echo/Cortina experience – display a blue gingham shirt, face lights up – then you interact in Human 2 Human (H2H) type experience – do you have this size? Is it on sale? – tied to back-end inventory/CRM. An extension of the content hub.
Create, manage and measure a more captivating shopping experience for customers.
Tahzoo Examples:
L’Occitane – France
Aveda – US
Luxotica – Belguim