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Using Digital to Create Luxury
Retail Experiences
David Womack
Executive Creative Director, Mobile and Social Platforms
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2.
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Why is mobile important to retail?
%
90
%
84
Of smartphone
shoppers use
their phone for
pre-shopping
activities
Of smartphone
shoppers use
their devices to help
shop while in store
Shoppers who use mobile more,
spend more in-store.
Frequent mobile shoppers spend 25% more
in-store than people who only occasionally
use a mobile phone to help with shopping
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4.
Why is mobile
important to retail?
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5.
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6.
eCommerce
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mCommerce
eCommerce
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Retail sales
mCommerce
eCommerce
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So what is mobile good for?
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10.
Bridging online
and offline to create a
seamless experience
WEB
RETAIL
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11.
Bridging online
and offline to create a
seamless experience
MOBILE
WEB
RETAIL
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12.
01
Engagement Ring Finder
and Retail App
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13.
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14.
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Engagement
Ring App
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Ring Finding
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Making an appointment
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Our #1 complaint
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The Retail
App
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Appointment
Details
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Customer
History
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Being seamless is complicated
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23.
Is there
a book
for that?
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02
From Seamless to Serendipitous
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What is a beacon?
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The New Couponing
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Adding value to the experience
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From web to app
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29.
App
notifications
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From app
to web
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Customer adds item to wishlist
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Customer walks past store
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Relevant Products Chosen
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Customer is notified
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In-store
Analytics
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From retail to digital
Observing in-store behavior to drive online recommendations
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03
Digital in Retail:
Considerations
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1. Digital will deeply impact retail shopping.
2. Mobile can play a key role in the purchase cycle, but
probably not as the point of purchase.
3. Simple retail experiences involve a lot of variables,
including pesky humans.
4. Don’t disregard beacons because the initial
implementations are uninspired.
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