Shopper Marketing - August 2017 - 133

Where A.I. is
Wanted Today4

digital technologies on consumer behavior and

° For example, new apps are appearing
in the market that represent an all-new

expectations, the retail in-store experience is

augmented reality experience that will help

Combined with the growing influence of

customers make "reliable buying decisions"

undergoing a digital transformation.

for big ticket items by allowing customers

PREDICTION #2
WHAT FORM SHOULD
YOUR A.I. TAKE?
77% HUMAN LIKE
23% ROBOTIC

to see how the items look in their own
homes before making a purchase.

OUR HOMES WILL BE AT THE CENTER OF OUR RETAIL LIVES.
Empathetic Technology¹, by definition, is going

°  We've even started seeing more retail
experiences start to look more like the

to be where we are. As stated above, we share
WHAT GENDER
SHOULD YOUR
A.I. BE?
34% MALE
24% FEMALE
42% GENDER
NEUTRAL

the belief that retail is moving out of the store.

home: a home entertainment manufacturer

Where is it going is still a bit fuzzy, but we're

in NYC, now has listening rooms that

predicting that the big decisions and most

mirror spaces in our homes.

shopping hours will be spent at home.
A quick look at how folks think A.I. is going
to help them reveals a certain intimacy and

SHOULD YOUR A.I.
REFLECT YOUR VALUES
AND WORLDVIEW?
69 % YES
31% NO

ENABLE NEW RELATIONSHIPS THAT DIDN'T EXIST BEFORE.

is going to be the new shopping hub.

Our first two predictions are pretty exciting for

A European furniture company just completed
use A.I. Here is what they found:

DO YOU WANT YOUR
A.I. TO BE RELIGIOUS?
31% YES
69 % NO

*

What is now starting as new behavior in our

HOW DO YOU WANT
YOUR A.I. TO BEHAVE?
34% MOTHERLY AND
PROTECTIVE
25% AUTONOMOUS
AND CHALLENGING
41% OBEDIENT &
ASSISTING

SHOULD YOUR A.I.
PREVENT YOU FROM
MAKING MISTAKES?
78% YES
22% NO

Digital technologies have changed our behavior
and expectations in almost every industry.
Our collective past has been about helping

° 76% of US consumers (ages 13 to 64) have
used voice commands on any device -

with our customers and shoppers - emotional

We now talk to our devices the way we talk
to our friends. And the devices talk back5.
° Interactions with connected devices in
smart environments such as the home,
increasingly by no-screen interactions.

brands and retailers build better relationships
connections if you will.
*

Today, delighting and building relationships
with consumers is hard business.
° The increasingly non-linear path to
purchase that exists for shoppers today

The data above suggests that anticipation,

suggests that the path itself, whatever it

suggestion and options will pull A.I. out of

my become, is more important than the

screen-based devices and into the realm

channel6.

of sounds, voice and even thoughts.
SHOULD YOUR A.I.
COLLECT YOUR DATA
TO IMPROVE THE
EXPERIENCE?
57% YES
6% NO
37% ONLY WHEN THE
DATA IS ANONYMOUS

retail, but the big one is much more human, and
perhaps much more compelling.

homes will set new expectations for retailers:

car or smart workplaces will be driven
SHOULD YOUR A.I.
FULFILL YOUR NEEDS
BEFORE YOU ASK?
67% YES
33% NO

TECHNOLOGY WILL CREATE NEW RETAIL CONNECTIONS AND

closeness to how we live that suggest the home

two studies of how consumers, today, want to
SHOULD YOUR A.I. BE
ABLE TO DETECT AND
REACT TO EMOTIONS?
86% YES
14% NO

PREDICTION #3

° With the sophisticated use of technology
we've moved from store to tech to home as

o
Consumer Decision Journey

° Smart phones are awesome, but
voice based digital assistants will be even

TV
ADS

SEARCH
IN-STORE
VISIT

more useful, and perhaps even a bit more
fun. The visual centricity of devices won't
go away, but it won't be a required interface

PRINT
ADS

RESEARCH

the primary interface of the retail experience.

MAPS

MOBILE
SEARCH
DISPLAY
ADS

for truly empathetic technology.
S O U R C E : P R O P R I E TA R Y I N F O R M AT I O N O F F C B / R E D . P H I L PA Q U E T T E , 2 0 17

° Think about all the technology
we have in our homes that trigger
shopping occasions: button ordering

° We are now seven years into shopper-centric
retailing and at a new relationship tipping

services, digital assistants, and Augmented

point. Shoppers are primed for new partners

reality applications.

and new tools to aid their lives.



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
Shopper Marketing - August 2017 - 6
Shopper Marketing - August 2017 - 7
Shopper Marketing - August 2017 - 8
Shopper Marketing - August 2017 - 9
Shopper Marketing - August 2017 - 10
Shopper Marketing - August 2017 - 11
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