Shopper Marketing - August 2017 - 132

Technology
is at
thethe
center
of of
retail
and
Technology
is at
center
retail
and

Fundamentally,
wewe
areare
anan
industry
intertwined
Fundamentally,
industry
intertwined

shopper
behavior
change.
Fashion
retailers
areare
shopper
behavior
change.
Fashion
retailers

with
technology
already.
But
technology
needs
with
technology
already.
But
technology
needs

great
examples
of of
how
to to
use
digital
to to
drive
great
examples
how
use
digital
drive

to to
bebe
brought
down
to to
thethe
routine,
to to
thethe
brought
down
routine,

traffi
c and
engage
shoppers
in-store.
But
wewe
traffi
c and
engage
shoppers
in-store.
But

commodities
where
wewe
really
can't
bebe
bothered
commodities
where
really
can't
bothered

think
thethe
real
A.I.
revolution
will
arrive
in in
small
think
real
A.I.
revolution
will
arrive
small

to to
spend
much
time.
spend
much
time.

bits
- likely
using
hardware
that
resembles
what
bits
- likely
using
hardware
that
resembles
what
wewe
have
now.
If you
agree
with
this,
wewe
need
to to
have
now.
If you
agree
with
this,
need
recognize
that
stores
may
have
to to
shift
into
new
recognize
that
stores
may
have
shift
into
new
roles
- more
about
hosting
than
selling.
roles
- more
about
hosting
than
selling.
A.I.
is going
to to
take
new
forms,
and
interact
A.I.
is going
take
new
forms,
and
interact
differently
than
it does
today.
WeWe
believe
that,
differently
than
it does
today.
believe
that,
in the
future,
breakthrough
retail
experiences
in the
future,
breakthrough
retail
experiences
areare
going
to to
bebe
delivered
byby
Empathetic
going
delivered
Empathetic
Technologies¹
- those
bits
of of
software
that
turn
Technologies¹
- those
bits
software
that
turn

wewe
can
use
technology
to to
help
with
Today,
can
use
technology
help
with
° °Today,
simple,
short
commands
or or
functional
simple,
short
commands
functional
tasks
customers
have.
tasks
customers
have.
ForFor
example,
use
of of
beacons
to to
connect
example,
use
beacons
connect
to to
shoppers'
mobile
or or
smart
screens
in in
shoppers'
mobile
smart
screens
fitting
rooms.
fitting
rooms.
thethe
major
building
blocks
will
Tomorrow,
major
building
blocks
will
° °Tomorrow,
bebe
around
getting
technology
outout
of of
thethe
around
getting
technology

anan
ordinary
buying
occasion
into
something
ordinary
buying
occasion
into
something

way
to to
make
interactions
more
natural
and
way
make
interactions
more
natural
and

potentially
remarkable.
potentially
remarkable.

seamless
forfor
consumers.
seamless
consumers.

"Think
about
in the
near
future
when
customers
"Think
about
in the
near
future
when
customers
areare
able
to image
search
your
product,
testtest
it out
able
to image
search
your
product,
it out
viavia
augmented
reality
andand
purchase
with
a voice
augmented
reality
purchase
with
a voice
command,
doing
all all
of this
without
leaving
command,
doing
of this
without
leaving
their
homes."
their
homes."

A major
search
engine
has
partnered
A major
search
engine
has
partnered
with
two
home
improvement
retailers
to to
with
two
home
improvement
retailers
guide
customers
to to
in-store
items
viavia
guide
customers
in-store
items
Augmented
Reality.
Augmented
Reality.
"I don't
think
retail
is dead.
Mediocre
retail
"I don't
think
retail
is dead.
Mediocre
retail

-Curt
Munk,
SVP
Group
Planning
Director,
-Curt
Munk,
SVP
Group
Planning
Director,

experiences
areare
dead."
experiences
dead."
- Neil
Blumenthal,
Warby
Parker²
- Neil
Blumenthal,
Warby
Parker²

Digital
advertising
has
already
become
thethe
new
Digital
advertising
has
already
become
new

The
more
advanced
usage
of of
technology,
thethe
The
more
advanced
usage
technology,

storefront,
where
you
can
use
social
or or
email
storefront,
where
you
can
use
social
email

easier
thethe
customer
experience
will
become.
easier
customer
experience
will
become.

S O U R C E : S X S W, 2 017

A.I.
opportunities
- we
need
to to
think
about
where
A.I.
opportunities
- we
need
think
about
where

Invisible
Technology
Paradigm
Invisible
Technology
Paradigm
HIGH
HIGH

asas
tailored
customer
solutions.
WeWe
believe
ourour
tailored
customer
solutions.
believe
industry
needs
to to
look
beyond
thethe
store
forfor
retail
industry
needs
look
beyond
store
retail

ourour
help
thethe
most.
help
most.
And
these
A.I.
experiences
aren't
going
to to
And
these
A.I.
experiences
aren't
going
just
bebe
forfor
thethe
gamers
and
geeks,
they
areare
going
just
gamers
and
geeks,
they
going
to to
bebe
most
helpful
forfor
routine
shopping
occasions.
most
helpful
routine
shopping
occasions.

TECHNICAL
SPECIFICATIONS
TECHNICAL
SPECIFICATIONS

ourour
shoppers
areare
shopping,
and
where
they
need
shoppers
shopping,
and
where
they
need

S O U R C E : S X S W, 2 017

FCB/RED
FCB/RED

empathetic.
A.I.
will
listen,
it will
suggest,
it will
empathetic.
A.I.
will
listen,
it will
suggest,
it will
never
getget
tired
or or
frustrated
and
it will
always
bebe
never
tired
frustrated
and
it will
always
ready
to to
help
usus
buy,
better.
It simply
can't
saysay
nono
ready
help
buy,
better.
It simply
can't
to to
your
request.
your
request.

LOW
LOW

Empathetic
Technology¹
is poised
to to
bring
Empathetic
Technology¹
is poised
bring
A.I.
to to
usus
viavia
anan
interface
that
is,is,
well,
truly
A.I.
interface
that
well,
truly

COMPLEX
COMPLEX

SIMPLE
SIMPLE

CONSUMER
CONSUMER
EXPERIENCE
EXPERIENCE

Every
brand
fitsfits
onon
this
chart,
and
wewe
feel
each
Every
brand
this
chart,
and
feel
each
brand
needs
to to
know
where
they
land.
Those
brand
needs
know
where
they
land.
Those
simple
customer
or or
shopper
experiences
generally
simple
customer
shopper
experiences
generally
have
low
levels
of of
technological
sophistication;
have
low
levels
technological
sophistication;
moving
towards
more
simple
transactions.
moving
towards
more
simple
transactions.

HELPFULNESS
HELPFULNESS

WeWe
believe
thethe
next
step
is making
thethe
technology
believe
next
step
is making
technology
LONG-FORM
LONG-FORM
DIALOGUE
DIALOGUE
PROBLEM/SOLUTION
PROBLEM/SOLUTION
UNEQUIVOCAL
UNEQUIVOCAL
ANSWERS
ANSWERS

SHORT
SHORT
COMMANDO
COMMANDO
FUNCTIONAL
FUNCTIONAL
TASKS
TASKS

truly
empathetic.
truly
empathetic.
WeWe
areare
already
already
starting
starting
to to
see
see
incremental
incremental
improvements
in in
how
technology
impacts
thethe
improvements
how
technology
impacts
shopper's
experience.
One
study
suggests
that
shopper's
experience.
One
study
suggests
that

TIMETIME
S O U RSCOEU: RPCREO: PPRRIOE PTAR IREYTAI NRFYO IRNMF OATR IMOAT
N OI OF NF COBF /FRCEBD/. RPEHDI.L PPA
H I LQ UPA
E TQTUEE, T2T0E17
, 2 0 17

in in
a few
years,
55%
of of
allall
retail
purchases
in in
thethe
a few
years,
55%
retail
purchases
USUS
will
bebe
impacted
byby
digital
touchpoints,
and
will
impacted
digital
touchpoints,
and
represent
represent
$1.7
$1.7
trillion
trillion
in in
sales³.
sales³.



Table of Contents for the Digital Edition of Shopper Marketing - August 2017

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
Shopper Marketing - August 2017 - 3
Shopper Marketing - August 2017 - Contents
Shopper Marketing - August 2017 - 5
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