This document discusses the digital future of retail in 2020 based on research from 460 retail experts. Some key points:
- Mobile shopping will dominate in 2020, with 70% of online purchases made via mobile. Wearables and the "Internet of Everything" will be common.
- Six major trends were identified: hyperpersonalization, real experiences through immersive technologies, hybrid online/in-store shopping, non-linear customer journeys, retail existing primarily in the cloud, and stores existing everywhere through digital touchpoints.
- Possible scenarios for 2020 include retailers focusing on open data and APIs, building customer communities, or acting as media platforms for transactions rather than solely operating stores. The digital future will involve
The 15 Minute Breakdown: 2024 Beauty Marketing Study
Digital Future of Retail Focused on Platforms & Communities
1. Shopping2020
& digital future of retail
September 9, 2015
Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html
22. 32%
31%
22%
10%
3% 15%
10%
33%
21%
9%
5%
3%4%
Laptop Desktop Tablet
Smartphone Interactive/Internet television Glasses (e.g. Google Glasses)
Smart watches Other devices
Total market: devices used in the future to make online purchases (expert forecast)
Distribution of online purchase channels (%)
2013 2020
70% online shopping = mobile
GFK research Shopping 2020, 2013
25. a future inhabited by people
for whom the words “offline”, “online”
and “mobile” have become irrelevant
source:http://www.slideshare.net/yiibu/the-emerging-global-web
45. Mobile search is the
starting point.
Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.
The retail landscape
is evolving for all industries.
Mobile use in stores is not category specific
- Nearly 2/3 of baby product shoppers
compare prices in-store.
Smartphones are
transforming the in-store
shopping experience.
8 in 10 smartphone shoppers use
mobile in-store to help with shopping
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.
Research Google, 2013
Embrace showrooming
http://www.google.com/think/research-studies/mobile-in-store.html
61. Touchpoints: emerged moments of intent
Permission based profiling to be relevant in
Shopping will be social, hybrid, asynchronous and
continuously
We will be using a mix of devices next to each other
Relations can be built on curated true experiences
63. What is the role the
store takes as part of
the process of
buying?
From self organizing
customers to
delegated
interactions.
What is the
approach to data?
From trust and
embedding in our
life, to a movement
to less (shared) data.