Shopper Marketing - August 2017 - 134
Retail is one of the top five
to be digitally disrupted
Since the launch of the smartphones, we've had
three major technology inputs that have technology
acting more like humans.
in T H E N E X T 1 2 M O N T H S
Camera: our eyes; allowed us to see our
world in different forms (AR/VR)
Voice: speaking to our devices created new
forms of interactions
Artificial intelligence/Machine Learning:
devices could think on their own, creating
new choices for us as users
We believe this has created a new order of
CONSUMER FINANCIAL SERVICES
2. Tech will improve retail in more
interesting ways than "easy"
3. The relationships we build
with tech in retail's future will
4. A.I. will enable non-location
dependent retail experiences.
an equal partner in retail's relationship with
RE TA IL
1. The retail future is positive and
includes much A.I.
emotional connections - technology is now
Voice recognition now at 4% error rate7.
Image recognition now at 7% error rate7.
By 2020, it is estimated that at least 50% of
all searches are going to be image or voice
based8. We have evidence this change is
BIZ / PROFFESSIONAL SERVICES
E DU C AT ION
HE A LT H C A RE
A S S E T W E A LT H M A N AGE ME N T
As stated, we believe Empathetic Technology¹ is
about behavior and connectivity. We think that
these new tools and interfaces are the start of
humans having real and meaningful relationships
with machines, and A.I.
Relationships are built through hundreds of
interactions and experiences. There is a reason
millions of Americans refer to their local retailer
as "my store." Now, companies are cultivating a
differentiated relationship by adopting this new
form of customer conversation. Technology will
slowly fade into the background, creating more
The transformation of an environment with
The shopper-first brand agency
Proprietary information of FCB/RED. Joe Riviera,
Director of Digital Products, 2017.
"Warby Parker to Open 25 Stores This Year,
"The State of The Digital Store," Forrester by Claudia
Co-CEO Says," Wall Street Journal, January, 23, 2017.
Tajima and Anjali Yakkundi, June 21, 2017.
natural human interactions via voice or movement.
http://doyouspeakhuman.com/, Partnership between
IKEA and SPACE10 (SPACE10 serves as an external
future-living lab for IKEA).
intelligence, and technology.
GfK Press Release, "Three-quarters of US consumers
have used voice commands to operate digital devices,"
April 26, 2017.
This is a radically different way of thinking
The next phase of retail technology: making
us more, not less, human.
Experian Marketing Blog September 2015; http://www.
about retail experiences. It creates a new world
of hosting experiences for retailers.
S OURC E : RU S SE L L RE Y NOL D S A S S O C I AT E S
"Mobile is eating the world," Benedict Evens, a16z,
December, 9, 2016.
Andrew Ng, Chief Scientist, Baidu, September 2014;
Holly Willis, Director FCB/RED