Trendwatch FullSIX Retail

TheTrendWatch

Retail
11 TheTrendWatch Retail by Fullsix Group
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Do not distribute or reproduce without

Drive to store

Back to store In store

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Product
information
Drive to store


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Star Star Dialing
The easiest and most widespread function on a phone is still voice
calling. Zoove allows retailers the opportunity to connect with
customers in the easiest way - all a customer has to do is dial ** (and
the brand name) to get the most current retail information and offers.

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Print + Apps
Apps are bringing boring print ads to life, allowing users to “test-
drive” products. By capturing the users data, retailers are better
equipped to reel users in-store.

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Point of
Drive to store
sales
information


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POS goes social
Since Facebook Deals launched in November 2010, “millions” of people have used the service, and
more than 50% of merchants have elected to renew their offers

http://blogs.wsj.com/tech-europe/2011/01/31/facebook-launches-places-deal-across-europe

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POS information mapping
Google Places is a powerful tool that goes beyond letting retailers “be
on the map.” It allows businesses to showcase information about
their store right where people are looking for directions.

http://www.google.com/places

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Group buying power
The fastest growing company ever, Groupon leverages the power of
ﬂash sales to help businesses attract a group of new clients all at
once.

http://video.forbes.com/fvn/business/growing-groupon

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Mall as platform
Simon malls maximizes the shopping experience by keeping
customers informed with both web, mobile, social and retail
activations.

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Drive to store

Generating
foot traffic

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Interactive billboard games
McDonald’s created an interactive billboard game to drive traffic to nearby stores. No
application was required to play the game.

Players simply visited the pick n’ play website on their web-enabled phone, picked
their favorite treat and played to win a digital coupon.

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Geo-fencing (sms)
Starbucks is conducting a 6-month trial of SHOPALERTS,
a geo-fencing SMS service from Placecast. Consumers opt-in to
receive relevant messages based on age, gender, interest and for the
1st time location.

http://placecast.net/index.html

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Digital Mannequins
Digital Mannequin replace traditional store mannequins allowing the
display of far more clothing products and other products. DM is a more
exciting, effective form of store advertisement, engaging viewers and
creating foot traffic.

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Drive to store


In store
activation

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In-store rewards
Shopkick rewards users with points when they walk into participating
stores - veriﬁed by a special beacon in each store - and for scanning
barcodes within stores. Points can be redeemed for real-money
rewards.

http://www.businessinsider.com/shopkick-growth-2011-1#

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Shopkick’s growing inﬂuence outside the store
While primarily an in-store app, Shopkick is quickly becoming a smart
way to drive traffic to the store. Push notiﬁcations incentivize users to
make unplanned trips to stores by offering extra “kickbucks”.

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-
trends-feb-2011

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Drive to store


Product
review and
selection
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In-store likes
At clothing displays, mobile tags are available for customers to scan
and see similar items in the collections, as well as a Facebook like
button that lets the shopper share favorite items on their wall.

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Virtual walls
The interactive adiVerse Virtual Footwear Wall potentially puts as
many as 8,000 shoes at shoppers' ﬁngertips in a futuristic mash-up
of e-commerce and the mall.

http://www.fastcompany.com/1715933/intel-adidas-virtual-

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Face-recognition kiosks
Intel & Kraft teamed up to create the Next Generation, Meal Planning
Solution. The kiosk scans your face to ﬁgure out ‘what to feed it’.

http://www.fastcompany.com/1716684/whats-for-dinner-intel-
and-kraft-can-help-with-that-video

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Drive to store


Sales force
interaction
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Twitter help
WIth Twelp Force, Best Buy has extended the knowledge of its in-
store staff into the digital space.

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Drive to store


Purchase
decision
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iPads in-store
Following a recent private viewing of the Burberry collection at
London Fashion Week, in-store customers were given access to buy
the collection immediately through a custom-built Burberry iPad
application.

http://www.inc.com/ss/six-smart-business-uses-ipad#4

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Price checking
Amazon’s Price Check app empowers customers to instantly check
prices on millions of products.

The app was downloaded 2mm times in just 1 month.

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Drive to store


Payment
and
loyalty

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Mobile wallet
Soon our mobile phones will replace our wallets. Google Wallet is
scheduled to roll out later this year, offering people a simple way to
pay, get offers and earn rewards.

http://www.google.com/wallet/

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Mobile payment apps
In January, Starbucks launched it’s own mobile payment service in
the US. Incredibly the system now accounts for 22% of transactions.

http://nfcdata.com/blog/2011/03/24/starbucks-mobile-payment-
system-takes-off/

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Fast ordering
To order quickly in the language you want and to visualize what
you’re ordering, McDonald’s is offering “Easy Order” in airport
terminals, allowing time-pressed travelers to order and pay quickly.
Once your order is placed, all you have to do is pick it up at the
appropriate counter.

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Drive to store

Customer
satisfaction Back to store In store

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Customer community software
Get Satisfaction helps retailers easily build online communities and
provide customers a more “social support experience”. Over 50k
companies use it.

http://getsatisfaction.com/

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Drive to store

Customized
offer

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Consumer Drive to store

intelligence


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CRM apps
By revealing cool things that are “hidden” in the city, Nike’s True City
app is enabling retailers to learn their customers habits, preferences
and what ultimately leads fans in-store.

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(Re)
purchase
decision
Drive to store


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Future prooﬁng
Best Buys Buy Back Program lets customers have the latest and
greatest technology. It’s a simple way to ensure customers keep
coming back.

http://www.bestbuy.com/site/Misc/Buy-Back-Program/

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Product Reviews
In January, Yelp surpassed over 15 million reviews. Every month 41
million visitors use its service.

http://www.smallbusinesssem.com/yelp-2010-stats-15m-reviews/
3931/

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Tables rondes :

La pluralité des
consommateurs

70

“ Considérer
l'homme comme
un consommateur,
c'est lui faire perdre
son identité ”
Anthony Burgess

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QUELQUES SUGGESTIONS

 Être en empathie avec le client
(« vivre sa vie »)
 Décentrer l’approche, du « nous »
vers le « vous »
 Créer de la connivence /
complicité avec le client
 Être présent dans l’espace-temps
du client (multicanal, multi-
support, réseaux…), mais :
 Ne pas ajouter au
« harcèlement marketing »
 Ne jamais être « intrusif » dans la
relation
 Mettre en place des
segmentations qualitatives
 Optimiser le rapport Valeur/
Coût pour le client
 Pratiquer un marketing
participatif et vertueux

72

Lucie & Julien
Ensemble depuis
presque 2 ans, vivent
dans un 50m2 à Clichy

LUI :
27ans
Graphiste (premier job)
Adore jouer à Fifa, How I met
your mother, le SAV et faire
une partie de foot avec ses
potes
Déteste les embouteillages

ELLE :
24 ans
Stagiaire - Chef de projet
Adore son BlackBerry, Glee et
évidemment faire du
shopping !
Déteste de chaussettes de
Julien qui trainent partout...

EQUIPEMENT :
Abonnés Free depuis 1 an 73

Christine
Maman de 3 petits bouts
Lucas, Mathias et Ella,
marié à David, elle vit à
Bar-le-duc depuis 4 ans
et demi

ELLE :
41 ans
Femme au foyer depuis 3 ans
Adore les soirées entre nanas,
Norah Jones et les Repettos
Déteste conduire la nuit.

EQUIPEMENT :
Est très contente avec sa TNT

74

Jean-François
Papa de Geoffrey ado de
14 ans, divorcé depuis 7
mois, il le vit bien, et
vient d'emménager dans
un appartement aux
Batignolles.

LUI :
47 ans
Commercial en informatique
Adore ACDC et regarder un
match du Real Madrid avec
son fils
Déteste la vaisselle...

EQUIPEMENT :
Il a tout : la fibre optique avec
Numérique, la Kinect pour son
fils, sans oublier la PSP... TOUT

75

C’EST L’HEURE
DE LA RÉFLEXION

Quels sont les dispositifs à mettre
en place dans les points de vente ?

Quelle personnalisation de l’offre
serait la plus attractive selon la
cible ?

Quelle type de conseil à la vente
ont-ils sur l’offre ?

76

Thanks!

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