Retail Technology 2020 .. Hip Or Hype?

Retail Technology 2020…
Hip Or Hype?
#HipOrHype
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#HipOrHype Retail Touchpoints: @RTouchPoints
Alicia FiorleJa: @AliciaFiorleJa
Aptos: @Aptos_Retail
Dave Bruno: @davethewavesd

#HipOrHype
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#HipOrHype
Dave Bruno
Marke8ng Director
Aptos
@davethewavesd
Panelists MODERATOR:
Alicia FiorleEa
Content Strategist, Retail TouchPoints

Copyright © 2015 Aptos, Inc. All rights reserved.
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6 • © 2015 Aptos, Inc. All rights reserved.
A Warm-Up Exercise
See if you can determine what the
following objects have in common…

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A Cheese Pizza…

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A Mountain Bike…

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Women’s High-Heeled Shoes…

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Holiday Cookies…

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Soccer Shoes…

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A Concept Car…

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A New Home…

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An Electric Guitar…

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And a Woman’s Dress.

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Have You
Figured it Out?

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3D Printer
Every object shown was fabricated with a

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2020 Technology #1:
3D Printing
Future in Retail?
Does 3D printing have a bona fide

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printers
sold
662007
108,151
2014
printers sold
Source: Gartner
On the Rise
3D Printing is clearly…

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Marketing-Centric
Most consumer engagement to date has been

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Marketing-Centric

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Beginning to Engage
Retailers are slowly
Shapeways
Monogrammed 3-D Printed Sterling Silver Heart
Pendant Necklace
A leader in fashion and now in technology, Neiman Marcus is
proud to offer you the latest advancement in personalized jewelry.
A twist on a classic pendant, this one-of-a kind piece
is made with 3D printing and polished by hand.
Customize it to add your initials or those of a loved one.

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Beginning to Engage

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Up Close & Personal
Normal: an entire store dedicated to putting 3D-printed earbuds
1
2
3
MEASURE
PRINT
LISTEN

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Beginning to Engage
United States
Patent Application Publication
Apsley et al.
Pub. No: US 2015/0052024 A1
Pub. Date: Feb. 19, 2015
US 2015/0052024 A1
Applicant: Amazon Technologies, Inc. Reno, NV (US)
PROVIDING SERVICES RELATED TO ITEM DELIVERY
VIA 3D MANUFACTURING ON DEMAND

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Designs on 3D Designs
Even Martha Stewart has
“Lemon Drop”
“Robin’s Egg”
“Jadeite”
Just In Case You
Were Wondering…

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Tipping Point
Consumer adoption is approaching the
Every year, the technology improves:
Faster
Smaller
Cheaper
More Designs
Better Materials

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Fabric Isn’t Too Far Away
Possible game changer? Recent innovations indicate that
ELECTROLOOM

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3D Will Be Everywhere
In 10 years or so, analysts predict that…
50%Source: Autodesk
of all households in developed
economies will have a 3D printer
By 2025

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Reality TV
Heck, 3D printing has even made its way into fashion via
Can mainstream America be far behind?
SEASON 11, EPISODE 13

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“ What do you think:
3D Printing in Retail…is it HIP,
or is it HYPE?
Audience Polling Question #1
o  HIP
o  HYPE

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2020 Technology #2:
Mood Sensing
Personalization
Mood to Shop?
Can technology really tell if we are in the

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Mood Affects Spend
For decades, researchers have studied how
Sad Likely to Buy
Excited Impulsive
Powerful Extravagant
Proud Brighter
When We Feel: We Are Typically:

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Make Sense of Our Moods
Recently there have been numerous attempts to use new tech to
Mood Sweater
TRANQUIL, Zen
CALM, Relaxed
RUFFLED, Excited
NERVOUS, In Love
NIRVANA, Ecstatic
The Mood Sweater’s
“Emotive Display”

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Wristband measures signals from
the central nervous system to try
to detect our emotional state

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Monitors eye muscle contractions
using false eyelashes to derive mood,
and a conductive eyeliner
to connect to a mobile device

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Apple Enters the Fray
Big tech is investing in mood sensing, too:
Examining recently consumed digital content
(app, music, video, web page, social network)
to establish a
From Apple’s Patent Application
“baseline mood profile”

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Revealing Shopper Moods
But the real trick for retail has always been
What are people feeling…
at the moment of truth?
The $64K Question

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New Light on Our Moods
Recent research has shed
MIT has amassed a database of
1Billion
to recognize and classify
our emotions
Source: CNN
facial expressions

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Expose Our Feelings
New technology can leverage that data to

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Sense Shopper Moods
A few tech startups are beginning to leverage that data to
Measures emotional reactions
to in-store experiences
Window displays
Customer Service
Merchandising
Promotional Displays
Store Layout
Checkout

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Sense Shopper Moods
A few tech startups are beginning to leverage that data to
Reads faces when people
enter a store and
when they checkout
to make
mood-based
recommendations

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Sense Shopper Moods
Big brands are also beginning to leverage the data to
Putting sensors at the shelf to read
gender and demographic info, and
potentially even mood, to make
real-time offers

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“ Mood-sensing Personalization:
is it HIP…or is it HYPE?
o  HIP
o  HYPE

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Virtually Unstoppable?
Is Virtual Reality in Retail…
2020 Technology #3:
Virtual Reality

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Somewhat Awkward…
Most early attempts at VR shopping were often

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Gathered Dust
Hence, most early implementations simply

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Inevitable?
Despite early missteps, is the rise of virtual reality in retail
One of the things our grandchildren
will find quaintest about us is that
we distinguish the digital from the real.
--William Gibson“ Speculative Fiction Novelist
Author of Neuromancer

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VR Experiences…
Recently we have seen markedly better

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On the Package…
And marketers have delivered improved experiences

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At the Shelf…

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In the Mirror

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Lots of Buzz
Recent VR Tech breakthroughs have generated

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Immersive Experiences…
They all create intensely

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The Gaming Market
But the biggest investments have been primarily targeted to

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Not Playing Games
However, investors in modern VR experiences are definitely
$2B
Source: The Guardian

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Why Oculus?
The $2 Billion question:
We believe virtual reality will be
heavily defined by social
experiences that connect people
in magical, new ways.
“ Source: The Guardian

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Social Experience
Shopping has forever been an inherently
52%Source: Marketing Magazine
of consumers are interested in immersive
digital experiences in the store

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Hit the Mall
Headsets are starting to
The headsets gave customers a live feed of
the catwalk show and backstage action

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Hit the Mall
The headsets give shoppers an immersive experience
while viewing the brand's fall runway show

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Hit the Mall
Shoppers enter fantasy themes that
represent key trends for the season
The tech recognizes users’ shapes
and represents them through avatars
Shoppers then curate products that
that can be found at shops in the mall
1
2
3

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Hit the Mall
Shoppers experience immersive tours of
Yosemite and the Moab desert
They trek landscapes and rock climb with
athletes Cedar Wright and Sam Elias
1
2

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Hit the Mall
Lowe’s staff help shoppers design
the room using the Holoroom app
Customers see their design in the
Holoroom in 3D space at full size
Curated collections of relevant
items & accessories are presented
1
2
3

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Warming to the Idea
Shoppers seem to be
63%Source: Walker Sands
of consumers indicate VR would
change the way they shop

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“ Are Virtual Reality shopping
experiences HIP…or HYPE?
o  HIP
o  HYPE

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2020 Technology #4:
The Internet of Everywhere
Ubiquitous Personalization?
Will the IoE help retail realize the vision of

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Continue to Expand
Just in case you aren’t convinced yet, here’s more data to show how the Internet will
1.6 ZB
In 2018, we will generate over…
of global IP traffic
Source: Cisco
1984-2013COMBINED
which is more than

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Will Be Connected
So many more machines
50BSource: Cisco
devices will be connected
to the internet
By 2020

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The Inevitable Rise of Wearables
Connecting humans to all these machines will be aided by
3.6M
Source: Wall Street Journal
Apple watches sold in their
first quarter on the market
4.4MFitBit fitness trackers sold during
the same three months

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Broadband Will be Ubiquitous
Within a decade, experts expect
A global, immersible, invisible,
ambient networked computing
environment
“ --Pew Research
Chattanooga’s 10GB service is available to
every home and business in a 600 sq. mile
area
10GB

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Holistic…and Innate
And information flow will be
Information sharing
will become invisible,
flowing like electricity.“ --Pew Research

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Overtly Connect to Hi-Speed Networks
Gone will be the need to
Free Wi-Fi is available to everyone in
over 296 public places throughout Paris
Perth provides blanket Wi-Fi coverage to the public.
Users freely move around without need of hotspots.

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Far More Democratic
The Internet of Everywhere will be
Accessible to all,
rich or poor…

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Will Slowly Begin to Disappear
Acetate billboards (as awesome as some may be)

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Will Become a Thing of the Past
Static, printed bus and train stop posters

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Will Take Big Leaps Forward
Even (already digital) store signage

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TV Screens Will be Everywhere
Ultra cheap, solar-powered, high definition
Billboards
Posters
Buses
Trains
Shop windows
Store shelves
Restaurant tables

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Connected to Each Other…
Soon they will all be connected to the Internet and

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Connected to Us!
…and they will all be

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Personalized Interaction
IMHO, the real value driver will be the degree of

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“Ubiquitous” Personalization
Retailers are already beginning to reap the rewards of
$40BSource: BI Intelligence
of in-store sales in 2016
(that’s 10x sales forecasts for 2015!)
Beacons are expected to influence

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Brings this Vision to Life
Real-world case study: the magic of Disney

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Personalized Experiences
Magic Bands deliver end-to-end, frictionless, and highly
Baggage handling
Ground transport
Custom park itinerary
Fast Pass management
Payments
Offers and recommendations
Restaurant reservations
Character meet & greet
In-park experience photos

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Streaming real-time data
Guest locations & activities
Wait time estimates
Traffic patterns
Experience Analytics
Personalized, frictionless experiences plus rich

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“ Is the potential of the “Internet of
Everywhere” HIP…or is it HYPE?
o  HIP
o  HYPE

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One Customer One Interaction One Order
One Product One Truth One View of the Enterprise
CRM • Clienteling POS • Mobile POS • Digital Commerce Enterprise Order Management
Planning • Merchandising Audit Operations Management Analytics by Quantisense
One Secure Platform, in the Cloud
Singular Commerce, Seamless Experiences.“The Power of One”
Our Vision for Engaging Customers Differently:

#HipOrHype
Dave Bruno
Marke8ng Director
Aptos
@davethewavesd
Q&A | Panelists MODERATOR:
Alicia FiorleEa
Content Strategist, Retail TouchPoints

#HipOrHype
Thank You For Joining Us
View this presenta8on on-demand at: hJp://rtou.ch/HipOrHype

Retail Technology 2020 .. Hip Or Hype?

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