1. Copyright © Econsultancy Retail Innovation in Digital Customer Experience August 2015 Ashley Friedlein President, Centaur Marketing & Founder, Econsultancy @AshleyFriedlein

2. 2 Agenda 1.Trends in digital 2.Retail digital innovation examples –Digital Marketing –Digital/Physical including in-store 3.Q&A

3. TRENDS IN DIGITAL 3

4. 4 “In the last few months the pace of change in our industry has changed beyond all recognition […] customers shopping very differently to the way they were shopping even a year ago.”

5. Learning from the country with the highest smartphone penetration in the world 5 Of mobile shoppers 13% do not shop at all in store and 53% not at all online. Buying behaviour and process very different for mobile shoppers The rise of the mobile *only* customer. The way we market to them is fundamentally different

6. 6 Which of these is the most exciting digital marketing opportunity over the next five years? 1.Customer experience 2.Content marketing 3.Social 4.Video 5.Mobile 6.Programmatic 7.Big data 8.Marketing automation

7. What 4,000+ marketers said… 7

8. Customer Experience (esp. personalisation, service, multichannel) 8

9. Video commerce

10. Payments

11. Social commerce

12. 12 Redoute’s real-time weather billboards

13. Companies who are personalising web experiences are seeing an average 19% uplift in sales. Source: The Realities of Online Personalisation ReportThe Realities of Online Personalisation Report

14. 14 Summary 1.Adapting business models, new competitors, trying to be more agile, more innovative, responding to fast-changing customer behaviours 2.Competing on customer experience – personalisation, mobile, location, video, social, customer service, content, payments 3.Real-time / dynamic / programmatic – data-driven marketing at scale and in real time 4.Making the most of ‘omnichannel’ / ‘phygital’

15. RETAIL DIGITAL INNOVATION Examples 15

16. 16 Digital marketing innovation in retail 1.Argos 2.Very.co.uk 3.Burberry 4.Unilever (Knorr)

17. 17 Argos: real-time digital advertising driven by CRM

18. 18 Very.co.uk: the first personalised video banner that is integrated with consumer data in real-time

19. 19 My Burberry perfume – omnichannel personalisation

20. 20 Unilever (Knorr) / Aftonbladet – ‘physical retargeting’ using iBeacons

21. 21 Digital/Physical including in-store 1.Concept stores 2.Rebecca Minkoff 3.Target 4.Schuh 5.Delivery innovation

22. 22 Concept stores springing up everywhere Argos, Various House of Fraser, Aberdeen Waitrose, Swindon

23. 23 The art of the possible

24. 24 Rebecca Minkoff – ‘connected store’

25. 25 Target – mobile-loyalty-endless-aisles…

26. 26 Schuh – customer service innovation

27. 27 Delivery innovation

28. Q&A 28