Santhosh Sagar Reddy, India Retail Practice, ThoughtWorks

1. Digital and Physical are colliding to change the retail experience
TECHNOLOGIES
INFLUENCING CUSTOMER
EXPERIENCE

2. Remember when
retail of the future seemed
an unobtainable dream?

3. BURBERRY WORLD LIVE

6. Live catwalk shows filmed and
beamed instantly to store

7. Bringing the catwalk directly into
stores and simultaneously on
customers mobile devices

9. Large screens magically
turn into mirrors

10. A digital app engages with
customers by recognising
pre-programmed information

11. Within beauty areas, multi-
functional screens show moving
content or changing imagery

12. Digitally-enhanced interactive
windows welcome shoppers
with style tips based on their
current outfit

13. 3M+ Facebook fans are selected
and invited to fashion shows
and special events in store

14. Constant customer engagement via
social channels

15. RFID continues to be
a trend, used to track
and release information

16. Your customised Trench – ultimate
personalisation

17. Brands Merging Digital with Physical
CREYATE (Ambience Mall)

18. Brands Merging Digital with Physical

19. Brands Merging Digital with Physical

20. MOBILE PHONE PENETRATION

21. The connected consumer

22. The Internet of Things (IoT) is a scenario in which
objects, animals or people are provided with unique
identifiers and the ability to transfer data over a
network without requiring human-to-human or
human-to-computer interaction.

23. INTERNET OF THINGS, INTERNET OF EVERYTHING AND RETAIL
Source: Research from Zebra Technologies
67% of retail decision makers have already
implemented and IoT strategy
26% plan to roll one out by the end of this
year

24. Value the customer as a person
and make them feel special
Source: Google Images

25. Access to personalized goods
Source: Google Images

26. Treat as VIP
Give access to real exclusivity
and early release items
Source: Google Images

27. Respect and value your customer
Say Thank You and mean it
Source: Google Images

28. THE CONSUMER JOURNEY
AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
• DIRECT MAIL
• PR
• PRINT/TV
• SOCIAL
• E-MAIL • E-BOOK
• WEBSITE
• WEBINAR
• BLOG
• SOCIAL
• SEO • E-COMMERCE
• IN-STORE
• CATALOG
• APP
• SALES
• SMS
• E-MAIL
• COMMUNITY
• SOCIAL
• FAQ
• E-MAIL
• DIRECT MAIL
• WEBSITE
• SALES
• COUPON
• E-MAIL
• REVIEWS
• COMMUNITY
• SOCIAL
• EVENT
Connecting the dots of his journey.You need to look at your customer & the touchpoints & look at retail holistically.

29. Why & Why Now
DIGITAL TRANSFORMATION

30. why does it matter NOW?
What makes digital transformation so important NOW?
Social business connections
alone
are not enough.
.
Brands are out of touch with
digital consumer behaviours.
Digital transformation puts
people at
the Centre.

31. 1
VISION &
LEADERSHIP
THE 3 KEY ELEMENTS
What makes digital transformation so important NOW?
2
THE
DIGITAL CUSTOMER
EXPERIENCE 3
TRANSFORMATION
TEAM

32. KEy elements3 Key Elements for Digital Transformation
Vision &
Leadership
Digital Customer
Experience
Digital Trans-
formation Team

33. KEy elements3 Key Elements for Digital Transformation
Where are you?
Vision &
Leadership
Digital Customer
Experience
Digital Trans-
formation Team

34. DIGITAL TRANSFORMATION
KEY QUESTIONS
Digital
Customer
Experience
Vision &
Leadership
Digital
Transformation
Team
WHO
DRIVES YOUR
CHANGE
PROGRAM?
WHERE DO
YOU WANT
TO TAKE THE
BRAND?
WHAT
DOES YOUR
DCX LOOK
LIKE?

35. THANK YOU
For questions or suggestions:
Santhosh Sagar Reddy
sagar@thoughtworks.com