Shopper Marketing - August 2017 - 134

Retail is one of the top five
industries anticipated
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

1.

Camera: our eyes; allowed us to see our
world in different forms (AR/VR)

2.

Voice: speaking to our devices created new
forms of interactions

3.

Artificial intelligence/Machine Learning:
devices could think on their own, creating

MEDIA

new choices for us as users

72%

We believe this has created a new order of

TELECOM

64%
CONSUMER FINANCIAL SERVICES

57%

2. Tech will improve retail in more
interesting ways than "easy"
or "convenient."
3. The relationships we build
with tech in retail's future will
be profound.
4. A.I. will enable non-location
dependent retail experiences.

an equal partner in retail's relationship with
the shopper.

RE TA IL

TECHNOLOGY

1. The retail future is positive and
includes much A.I.

emotional connections - technology is now

61%

57%

Conclusions

*

°

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
coming...

INSURANCE

53%
CONSUMER PRODUCTS

52%
NONPROFIT

52%
BIZ / PROFFESSIONAL SERVICES

51%
E DU C AT ION

50%
HE A LT H C A RE

47%
A S S E T W E A LT H M A N AGE ME N T

43%
INDUSTRIAL

39%

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

©HBR.ORG

The shopper-first brand agency

Proprietary information of FCB/RED. Joe Riviera,
Director of Digital Products, 2017.

2.

"Warby Parker to Open 25 Stores This Year,

3.

"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.
4.

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).

5.

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

6.

The next phase of retail technology: making
us more, not less, human.

Experian Marketing Blog September 2015; http://www.
experian. com/blogs/marketing-forward/2015/09/09/con

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

Citations:
1.

textual-marketing-five-steps-get-started-2/
7.

"Mobile is eating the world," Benedict Evens, a16z,
December, 9, 2016.

8.

Andrew Ng, Chief Scientist, Baidu, September 2014;
(pg.125) http://www.kpcb.com/blog/2016-inter
net-trends-report

For more
information
contact

Holly Willis, Director FCB/RED
Holly.Willis@fcb.com
(312) 425-5755


http://www.doyouspeakhuman.com/ http://www.experian.com/blogs/marketing-forward/2015/09/09/contextual-marketing-five-steps-get-started-2/ http://www.experian.com/blogs/marketing-forward/2015/09/09/contextual-marketing-five-steps-get-started-2/ http://www.kpcb.com/blog/2016-internet-trends-report http://www.kpcb.com/blog/2016-internet-trends-report

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
Shopper Marketing - August 2017 - 12
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Shopper Marketing - August 2017 - 14
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