Ontwikkelingen in cross channel retailing vanuit Sillicon Valley

Hoe zal de consument winkelen in 2020? Met die vraag vertrokken we via het onderzoeksprogramma Shopping2020 begin september naar San Francisco, U.S.A.  We gingen op bezoek bij Google, Facebook, Ebay, Apple, Westfield en andere bedrijven om daar antwoord op te vinden. Een mooie ervaring, want de ontwikkelingen en innovaties cross channel retailing gaan daar heel erg snel. De belangrijkste ontwikkelingen presenteerde ik vorige week tijdens het Magnutude 2020 event.

 

De studiereis was in het kader van Shopping2020, een onderzoeksprogramma dat de vraag probeert te beantwoorden: “How will consumers shop online in 2020 and what actions should be taken at national, industry and at company level to embrace this?”

Grootste trends:

  • Mobile commerce:
    • mobile commerce (smartphones plus tablets) almost exceeds desktop commerce
    • 20.000 cars / week sold via Ebay via smartphones
    • 53% of in store buying stopped because of phone (NL 9%)
    • Mobile payments current threshold, but will be overcome soon
    • Native apps brings the best customer experience but no SEO contribution
    • Compression: Know your customer, personalize offering
  • Location based services
    • “Why queuing to pay?” [Apple]
    • “Why start communicating when leaving”
    • Personalized campaigns based on customers preferences and location
    • People get delivered at the GeoCode instead of their address
  • Merge of commerce and entertainment
    • Inspiration based commerce fasted growing segment [Ebay]
    • Google can show comparable products based on analyzing and comparing pictures
    • Homepages will evolve to digital magazines
  • Shopping behavior
    • “Knowledge about shopping behavior – on an individual basis – is the sustainable asset” [Ebay]
    • Never invest in Amazon, judge cooperation only on a short term P&L effect
    • “Do not be afraid of a total “Amazonation” as the ultimate power remains with the consumer” [Ebay]
  • Big data
    • Current investment in data much bigger than the current use
    • Find the meaning of your data
    • Look at the context of your data
    • Look at individual cases
    • “Climb the hill step by step”
    • Step by step approach with a clear ROI per step
    • Getting a 360 degree view of a customer
    • Visualize data to increase impact
    • Invest in people with statistical / data analysis skills
  • Customization
    • “Customization may accelerate disintermediation of retail” [ex-Amazon]
    • Customization will increase importance of tablets in store [Apple]
    • Think of customization for retailers [Apple]
    • 3D-printing:
    • Currently small, but figures are promising
    • Will start with parts and handcrafted items like jewelry
    • Printers probably at manufacturer or retailer
    • Will lead to tremendous power shifts when it really gets off with a broader scopex
  • Vertical integration
    • The advantages of the vertical supply chain
    • Higher margins which can be used for innovation
    • Shorter time to market
    • Ability to make ‘real decisions on a quarterly basis’
    • Best equipped for customization and personalization
  • (Dis)intermediation
    • Retail = match making + distribution
    • Google search
    • Google shopping
    • Google insight in local stock
    • Google express
    • Google wallet
    • Google glass
    • Current pilot of Paypal in the Valley
    • “Retailers are lacking behind on selection and convenience” [Ebay]
    • “One click buy” / “One comment buy”
  • 7×24 connected, wearables
  • Culture & organization
    • Facebook did not have a mobile proposition in 2012.
    • Now it’s 50% of their traffic.
    • Failure must be accepted to allow employees to innovate
    • Apple tries 1.000 times before it is perfect.
    • Google stopped 70 public projects in the last two years
    • Bringing the “right” message to the “right” customer at the “right” time across all channels requires intensive organizational alignment
  • The war for talent…
  • Who will win…?
  • In the end…the consumer will win!
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