Tài liệu INSIGHTS 2013 - REDEFINING EXPERIENCE: TRANSFORMING GLOBAL BUSINESS THROUGH CONNECTED THINKING docx

[...]... causing chaos for companies Old business models are failing Communication and commerce are converging—in the home, on-the-go and at the store Written by Hilding Anderson, Sr Manager Research + Insights, Washington, DC, Todd Cherkasky, VP Research + Insights, Chicago & Donald Chestnut, Chief Experience Officer, New York OVERVIEW OF TRENDS We call this “experience-led business transformation.” Brands... Jewelry The following retailers were not evaluated due to limited locations in the geographies visited or lack of physical retail presence: Harry & David Home & Gift Blue Nile e-tailer Bluefly e-tailer Net-A-Porter e-tailer Shopbop e-tailer EXCERPT from the 2012 Digital IQ Index : Specialty Retail ® To access the full report, contact membership@L2ThinkTank.com WHAT’S OLD IS NEW AGAIN Written by Scott Galloway,... Everyone, including Facebook, has been caught flat-footed by the adoption rate of smartphones, which has reached 165 million users in the U.S alone.4 M-commerce is now the fastest growing retail channel in history, and mobile devices are likely influencing more on- and offline purchases than traditional broadcast, let alone an in-store salesperson E-commerce is now m-commerce Social media is now consumed via... Obviously, our audit of in-store experiences couldn’t determine the direct impact of each digital experience What we’ve found in our work in the space is a significant ROI increase in well-designed convergent retail tools such as in-store kiosks connected to the right technology on the back end KEY FINDING 5: RETAILERS SHOULD FOCUS ON SUPPORTING USER TASKS Well-designed, task-based tools emerged as... experience is being re-conceptualized From the consumer’s embrace of new devices and real-time control to the increasing global nature of marketing, these trends will be driving marketing priorities over the next three to five years TREND 1: Real-Time Control: New Consumer-Oriented Devices and Data As the world of experience evolves, one of the most critical trends is consumer demand for real-time control... cars and drivers There is incredible richness in the stories, which can be told through these platforms And off-season, digital channels offer the opportunity to flatten seasonality and shape engagement In summary, just as retail stores have started to consider in-store, NASCAR has started to think about in-stadium and at-home digital experiences Integration with live television programming allows deeper... with the feel of a storewithin-a-store iPads were mounted on the Denim Bar, and the interface was smooth and provided shoppers access to basic information such as available styles and washes, as well as video and images highlighting the fit iPads at the Levi’s Denim Bar were easy to navigate Beyond in-store offerings, JCPenney provided inventory visibility through both its dot-com and mobile site, which... Lauren Apparel 25 Weak Classic but minimal: on-brand video and well-designed displays, just not many of them 24 Ann Taylor Apparel 23 Weak One poorly mounted screen tucked away in the fitting room that serves up the dot-com leaves much to be desired 24 BCBG Apparel 23 Weak Room for growth: runway videos looped on a couple of screens 24 H&M Apparel 23 Weak Floor-to-ceiling projector screen makes a statement,... arrive 34 Talbots Apparel 6 Weak The website and mobile site highlight in-store availability, but the digital offering ends there 35 A|X Armani Exchange Apparel 5 Weak Great dot-com inventory check for in-store pick up, but fails everywhere else 35 American Apparel Apparel 5 Weak Can check inventory via dot-com, but lacks digital in-store and mobile relevance 35 Banana Republic Apparel 5 Weak Mobile scanner... significant increase—on the order of 10% to 40% in additional in-store sales—relative to other stores These benefits are primarily due to decreased lost sales, the ability to shipto-home, improved in-store shopping by enabling co-browse with sales associates, and brand contribution Retailers with a physical presence need to play up the benefit of in-store experiences Quite simply, sales conversion is much . REVITALIZE THE IN-STORE EXPERIENCE Charlie Sayers, Rob Milstead TREND 4 Globalization: The Global Marketer and the Rise of the Global Consumer 165. locations, and applying connected thinking to enable consumers throughout their journey with the brand. Examples include mobile apps with built-in scanners to