Moments that matter - Harnessing the power of meaningful in-person shopping experiences
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Karen Voelker, Global Lead, Customer Innovation Network, Accenture Megan Berry, Founder and CEO, by REVEAL Matt Corey, Chief Marketing Officer, PGA TOUR Superstore
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Moments that matter - Harnessing the power of meaningful in-person shopping experiences
- 1. Moments that matter: Harnessing the power of meaningful in-person shopping experiences Karen Voelker Customer Innovation Network Global Retail Lead Accenture Megan Berry Founder and CEO by REVEAL Matt Corey CMO PGA Tour Superstore
- 2. MOMENTS THAT MATTERHARNESSING THE POWER OF MEANINGFUL IN-PERSON SHOPPING EXPERIENCES
- 3. STORE POP-UPTHE HOME SHOW ROOM MOBILE WEARABLETEXT CAMERA WEB SOCIAL TALK IOT AUTOMATED RETAIL AD DISPLAY PUBLIC TRANSPORT AR/VR INTELLIGENT AGENT SMART CAR Consumers expect to shop how they want across the integrated marketplace Stores are becoming places of differentiated, curated experiences Fusing digital into the store experience is proving critical in order to delight consumers Purpose is central– when purpose and product align, consumers give 2x the wallet share as when they don’t1 1. Accenture Gallup Study on Purpose CUSTOMER EXPECTATIONS ARE EVOLVING Copyright © 2018 Accenture. All rights reserved.
- 4. THE INTEGRATED MARKETPLACE IS CHANGING HOW AND WHERE CONSUMERS SHOP STORE POP-UP SHOW ROOM ON-THE- GO THE HOME Smart Car Wear- able Personal Stylist Ad Display AR / VR Web Social Public Transport Mobile Talk Camera Brand Experience Text 1:1 Marketing Copyright © 2018 Accenture. All rights reserved.
- 5. Copyright © 2018 Accenture. All Rights Reserved. 5 THE MOST VALUABLE COMMODITY TO THE CONSUMER IS TIME PEOPLE WANT A GUIDE Consumers want more expertise PEOPLE VALUE THEIR TIME Digital Detox MOMENTS MATTER Spending money on experiences Copyright © 2018 Accenture. All rights reserved.
- 6. Copyright © 2018 Accenture. All Rights Reserved. 6Copyright © 2018 Accenture. All Rights Reserved. 6 YESTERDAY Buying economic quantities from manufacturers and selling them efficiently to consumers BRANDS MUST ADAPT TO CHANGING CONSUMER BEHAVIORS TODAY Buying something they desire from someone they trust in the moment Copyright © 2018 Accenture. All rights reserved.
- 12. 2014 2015 2016 2017 2018 2019 2020 2021 2022 Brick and Mortar Growth 22 60+
- 13. Keys to Success: 1. Culture (and Purpose)
- 15. Core Purpose: Inspire people to play their best and grow the game
- 16. Keys to Success: 1. Culture (and Purpose) 2. Experiential Retail Model
- 19. Keys to Success: 1. Culture (and Purpose) 2. Experiential Retail Model 3. Emotional Connections
- 21. Keys to Success: 1. Culture (and Purpose) 2. Experiential Retail Model 3. Emotional Connections 4. Marketing & Digital Flexibility
- 22. “There is no finish line.”
- 23. One Example: A personalized and inspired experience leveraging customer data
- 24. Keys to Success: 1. Culture (and Purpose) 2. Experiential Retail Model 3. Emotional Connections 4. Marketing & Digital Flexibility
- 26. Moments that Matter Megan Berry, Founder + CEO
- 27. Full Service, Turnkey Pop-up Solution, Anywhere
- 28. Influence and Educate Across Mediums to Build Loyalty Ecommerce Retailer Customer
- 29. John Hardy for International Women’s Day
- 30. Natori for Breast Cancer Awareness Month
- 31. Retail to the Consumer 1. Consistently Relevant 2. Hyper-Responsive 3. Physical + Digital
- 32. Consistently Relevant | 85% first-time introduction
- 33. Hyper-Responsive | 62% email capture
- 34. Physical + Digital Experience| 45% app engagement
- 35. Be Where Consumers Are to Drive Future Action
- 37. Client Relationships Create Revenue Opportunities
- 38. Thank you! Megan Berry, Founder + CEO megan@byREVEAL.com
- 39. STORE TOUR
- 41. DSW LAS VEGAS, NV CREDIT: FOOTWEAR NEWS
- 42. NYX LAS VEGAS, NV CREDIT: WWD
- 43. AMAZON EXPERIENCE CENTER LAS VEGAS, NV CREDIT: THE DENVER POST
- 44. NIKE MELROSE LOS ANGELES, CA CREDIT: NIKE
- 45. NORDSTROM LOCAL LOS ANGELES, CA
- 46. AMAZON GO SEATTLE, WA CREDIT: SEATTLE TIMES
- 47. VISIT STORETOURS.ACCENTURE.COM Copyright © 2017 Accenture. All rights reserved. 47
Hinweis der Redaktion
- Customers expect to shop how they want across these multiple points of engagement. We are moving away from traditional channels – stores, ecommerce and mobile, into dozens of what we consider marketplace ‘nodes’. Customers are interacting with retailers on their terms – through, for example, shoppable imagery, pop-ups, augmented reality, virtual reality, social, watches, and even with a look. Stores, in turn, are becoming places of differentiated and highly curated experiences that customers can’t get anywhere else Digital is a critical component in driving differentiated experiences – for example: Farfetch is developing new mobile features that could allow customers to share personalized preference information with Farfetch's retail partners as they enter the brick-and-mortar stores operated by those partners, these features that include the ability to share a wishlist with a retailer as a shopper enters a store, and even the ability to alert store associates to a customer's preference not to be chatted up while shopping. Vera Bradley recently launched a bedding line only shoppable in-store using virtual reality. Reformation has enabled a millennial-loved shopping experience through the addition of shoppable ipads and a technology powered fitting room experience However, central to these new digital experiences in purpose – when purpose and product aligned consumers give 2x as much wallet share as when they don’t, which also translates to the in-store experience; when digital technology aligns with purpose in driving the in-store experience, stores perform better: Warby Parker – offer designer eyewear at a revolutionary price while leading the way for socially conscious business; generate $3K per square foot number topped only by Apple Lululemon – lululemon manifesto Urban Outfitters – lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity, and cultural understanding Sephora – teach, inspire, play
- In today’s market, there has been an explosion of purchase points, and those continue to fundamentally evolve. Customers expect to shop how they want across these multiple points of engagement. We are moving away from traditional channels – stores, ecommerce and mobile, into dozens of what we consider marketplace ‘nodes’. Customers are interacting with retailers through shoppable imagery, pop-ups, augmented reality, virtual reality, social, watches, and even with a look. The Home is becoming a pivotal point of purchase for customers, with smart appliances, devices and services, and the “share of home” instead of the share of wallet becomes more meaningful.
- T-Mobile’s new Strip store houses more than just phones and earbuds. Themed like a nightclub, the store offers visitors about 25 portable phone chargers for use inside, a photo booth and a concierge desk where tickets are available for T-Mobile Arena less than a mile away. Upstairs, visitors have access to a virtual reality headset. A screen display shows onlookers what the wearer sees. While they’re at it, visitors can grab nonalcoholic drinks from a bar. On the menu: $2 sodas, $3.50 juice shots and 12-ounce fruit-and-vegetable mixed drinks for $5.50.
- The Columbus-based retailer opened its shop in the Showcase Mall on the fabled Strip, but it isn’t the standard DSW store. It’s smaller than the typical, but does showcase the company’s commitment to innovation. Unique to that DSW is the Shoevator, aka the shoe elevator. It’s a display wall of shoes with three elevator lifts serviced from a mezzanine level over the sale floor.Customers can order shoes via the DSW app or on a tablet kiosk nearby. That order goes up to the mezzanine where an employee picks the shoes from the stock, puts it in the elevator and sends it down to the sales floor. A video tunnel leads customers off the strip and into the store. It's described as an immersive feature with light and sound on three sides that gives customers the feeling of flying over a city, swimming under water or walking through a desert. Customers also can win a pair of shoes by playing the Heat Vault Keymaster machine, a game that lets shoppers get shoe-related swag if they can insert a key into a keyhole using a joystick.
- The Las Vegas location is the company’s 32nd U.S. store, with signature high-tech features including a “Colorcast wall” of digital screens that can be programmed to highlight content according to product, color or other specifications; a beauty bar offering exclusive in-store content and makeup application tutorials; and a Shadow Bar & Lip Bar with the complete line of NYX Professional Makeup products in every shade and color.
- Amazon announced the opening of interactive Amazon Experience Centers within select Lennar model homes across the United States. In these Alexa-enabled smart homes, customers can simply ask Alexa to control the television, lights, thermostat, shades, and more. The model homes showcase how customers can use Alexa in their everyday lives. Customers can experience just how easy it can be to reorder household essentials with a press of an Amazon Dash Button, listen or watch Prime content with Fire TV or schedule on-demand home services through Amazon Home Services
- It has pop-up vibes, and it will operate like an experimental digital-meets-physical retail pilot — but it’s not going anywhere anytime soon and the products and services that will be “tested” there are based on a deep understanding of the neighborhood. On top of providing a selection of nike.com best-sellers and essential Running, Training and Sportswear product, Nike by Melrose will offer city-specific styles — all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. Nike by Melrose gives NikePlus Members access to shop from the Nike App, tap reserve and pick up their product to try-on and purchase in-store. The Sneaker Bar makes trying on and buying footwear quick and easy with on-the-spot access to the store’s shoe assortment and a Nike Expert to help consumers make the right product pick. NikePlus members can redeem product or rewards by using their member pass every two weeks at the NikePlus Unlock Box (essentially a digital vending machine). The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to really put product to the test in. Bookable through the Nike App, Nike Express Sessions will also be hosted here to provide elevated one-to-one service to consumers in just thirty minutes. Returns, exchanges or purchases are made easy with Curb Services at Nike By Melrose. Using Swoosh Text (an SMS messaging system between the shopper and the store), consumers can simply text the store, pull in, grab or return goods, and get going.
- The only thing missing is inventory—but that’s by design. In lieu of stocked shelves, clients begin this revolutionary shopping experience well ahead–either at home or on their mobile phone. Customers come here to pick up their online orders. The luxurious, large fitting rooms–with their thick, floor-length curtains and mid-century pastel furniture– are reminiscent of a bridal boutique (minus the frenzied wedding parties). Some come in and enjoy a full day at Nordstrom Local, parking themselves at a large marble communal table to either work–or perhaps peruse Nordstrom.com. You’ll spot busy Angelenos in leisurewear dropping off online returns or broken, scuffed handbags and shoes awaiting mending in their respective bins. Some simply drive up to the back for curbside pickup. During the holidays, pop-up services like gift wrapping or gift stations attempt to make the season a bit more tolerable. It’s the store of your overscheduled dreams.
- Amazon Go is a new kind of store with no checkout required. It uses the world’s most advanced shopping technology so shoppers never have to wait in line. With their Just Walk Out Shopping experience, simply use the Amazon Go app to enter the store, take the products you want, and go! No lines, no checkout. (No, seriously.) Their checkout-free shopping experience is made possible by the same types of technologies used in self-driving cars: computer vision, sensor fusion, and deep learning. The Just Walk Out Technology automatically detects when products are taken from or returned to the shelves and keeps track of them in a virtual cart. When customers are done shopping, they can just leave the store. A little later, they will send you a receipt and charge it to their Amazon account.