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

1. Shopping2020
& digital future of retail
September 9, 2015
Iskander Smit, @iskandr
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

2. Iskander Smit | @iskandr

3. ©"Shopping"2020" 2"
Introducing&info.nl&
Strategy,"design,"development"and"management"of"online"pla=orms."Connec@ng"the"dots."

4. Digital
Strategy
Digital
Services
Digital
Marketing
Online platforms
Lean Service Design
Agile (content) marketing
API with rich apps
Lean UX, Scrum, Devops
Platform architecture
Managed services

7. Hackathon Personal API
Labs
https://vimeo.com/91069015

8. AMS

9. 16 retail organisations
460 experts
19 research topics

10. ©"Shopping"2020" 3"
Members&of&the&expert&group&

11. What are the relevant touchpoints
connecting the retailer and the
consumer in 2020?

19. Touchpoint…
is the very moment of contact
between consumer and retailer.

20. ©"Shopping"2020" 15"
Touchpoints&

21. ©"Shopping"2020" 17"
7&YEARS&AGO?&
Predicting the future is hard

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

23. Mobile shopping
Flurry analytics

24. Wearables are taking off…

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

26. The Internet of Everything
Sensoring all of our life

27. The You-Web

28. Traditional app model

29. Notification layer binds the devices
into a context relevant service
ecosystem

30. https://www.youtube.com/watch?v=QrqZl2QIz0c

31. six trends

32. 1. hyperpersonalisation

33. trend 1
Hyper personalisation of all
Image: placed.com

34. Editd runs ‘the world’s biggest apparel data warehouse’
Data service provider

35. https://vimeo.com/46097693

36. 2. real experiences

37. Local driven super market Landmarkt
Real experiences
balancing a data-driven world

38. Kies een leuke achtergrondkleur
Immersive experiences

39. Fab.
Social curation

40. With ASAP people can share their fashion catches and get styled
Social curation

41. trend 2
Pop-up experiences

42. Ephemeral media
Snapchat, Periscope, Snapchat, Taptalk, Beme

43. 3. hybrid shopping

44. Hybrid shopping as default
http://www.youtube.com/watch?v=3CSXOWKSG98

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

46. 4. non-lineair journeys

47. Hands-free shopping

48. Asynchronous customer journey

49. Net a Porter connects the TV runway to the webshop
Watch & shop

50. Frictionless
Disney magic bands

51. 5. retail in the cloud

52. trend 5
Retail will be in the cloud
http://www.mayicorp.com/SiteAssets/Pages/default/clouds.jpg

53. trend 5
Retail will be in the cloud
estimote.com

54. Amazon Fire phone introduces scanning and buying
Everything Store

55. Bots as intermediair
Making personalisation tangible
Google, Siri, Cortana
Conversational UI

56. 6. store everywhere

57. trend 6
The store is everywhere
Image: http://designmind.frogdesign.com/blog/envisioning-your-future-in-2020.html

58. Fancy Glass app combines curated shop with color exploring
Connected ecosystems

59. Amazon Dash
Everything Store

60. Mono functional retail
Amazon Dash

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

62. Possible futures
Scenario’s

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.

64. ©"Shopping"2020" 48"
The"two"axes"leads"to"4"scenarios."Descrip@on"in"slides"following"

65. Become an API
Focus on data
Think beyond your own store
Make open relations

66. Build an community
Value customer relations
Be an expert
Use platforms for transactions

67. retail as media

68. labs.info.nl, Jules Holleboom, 2014

69. product as platform
labs.info.nl, Jules Holleboom, 2014

70. labs.info.nl, Jules Holleboom, 2014

71. labs.info.nl, Jules Holleboom, 2014

72. The digital future of retail.
It is all about platforms and
communities.
Retail as media.
Iskander Smit, iskander@info.nl, @iskandr, 06-24532388