Transcript
EC Expertgroup on Retail Sector Innovation
“At its heart, retail innovation will only be successful if it can substantially increase customers’ quality of life throughout the shopping experience”
“Retail innovation is as much an art as a science”
Consumer, market & society
Urban development and smart cities
New technologies
New retail concepts and formats
New business models
Innovation perspectives
#1 holistic design approach
#2 multi stakeholder field labs
#3 knowledge infrastructure
#4 digital (service) infrastructure
Smart Retail pillars
#1 holistic design approach
#2 multi stakeholder field labs
#3 knowledge infrastructure
#4 digital (service) infrastructure
Smart Retail pillars
Retailinnovatie in Rotterdam(Project ondersteund door SIA RAAK MKB)
CLICKNL Design DriveRetail Design Research Parade26 October 2016
praktijkgericht onderzoek
EU DG Research and Innovation (2013)
“Retail innovation is as much an art as a science. … It is not a one-shot act, and it is not so much about detecting best practices but about creating what we might refer to as ‘next practices’.“
Retail innovation and SME’s
• Spatial concentration of retail in the Netherlands
• Increasing demand for space in attractive innercities• Branches of big retail brands still on the rise
• Changing consumer values, attitudes and behavior
• Rise of online shopping en omnichannel formats
• SME retailers under pressure,
• SME’s crucial for distinctive ‘couleur local’ of innercities• Radical innovation needed, where incremental is the norm• SME’s lacks funds and knowledge for innovation projects
Research Questions
What are the new concepts and services that are needed in the short en mid-term..
… to stimulate the innovation capacity, competitiveness and the future proofing of existingSME retailfirms runnig a physical store in theRotterdam innercity…
…and how can be the further development of theinnercity shopping area contribute to achieve this?
Workpackages
• Future trends in de Rotterdamse binnenstad• New retail formats• Positioning and branding through social media• Conversion: experience en spending• Innercity as context for innovation• [Data as sources of innovation]
Research and Education
• Willem de Kooning Academie • Commercial Practices • Leisure Management
• Communicatie, Media en ICT (CMI)• Communication• [Informatics]
• Commerciële Economie (COM)• Small Business and Retailmanagement
▸SME’s (MKB)▸Retailchains▸Real Estate Companies▸Creative Services
▸ designers, agencies▸Local government
▸ Urban Development▸ Economy and Innovation
▸Onderwijs▸Development of Talent▸ Research
▸C. Cruden▸Donner▸Joline Jolink▸Lost & Found ▸New Fork▸VIP Store▸’s Zomers Bloemen▸Rib Eye Steak▸Buitengewone Zaken▸DLVS▸User Advocate▸Vivre Productions▸De Bijenkorf▸Mediamarkt▸Ondernemersfederatie▸Syntrus Achmea▸Gemeente Rotterdam
For the future: Retailinnovation Platform Rotterdam
Stakeholders and Partners
Methodology
• Analysis of the main trends, developments andtransitions and their repercussions for the innercityshopping area in Rotterdam
• Casting trends and developments towards futurepractices and challenges
• (Re)framing and (re)definition of the main challengesSME retailers face as well as research, design and review possible solutions
• “… the ‘science’ of retail innovation has to be completed by the ‘art’ practiced within the innovation process itself”
Sono di lesca miu tunosci sinta leteni ane qui che netoru sunta di merio noscu. Le teni chi sentare nosso niuto che mera questinori de messero. Otti de mari senote ledisco de mi che diole nesetra qui vai santoni etrena di idolore.
Marieke Smit
Thanks for your time andattention!
http://retailinnovatie010.nlhttp://creating010.com/nl
Telegraaf: http://www.telegraaf.nl/buitenland/21387421/__Toen_en_nu__St.-Pietersplein__.html
20162024
“The early signs of possible but not confirmed changes that may later become more significant indicators of critical forces for development, threats, business and technical innovation. They represent the first signs of paradigm shifts, or future trends, drivers or discontinuities”. Saritas and Smith [2011]
“Current oddities, strange issues that are thought to be in a key position in anticipating future changes in organizational environments” or “an individual event or a group of inter-related events, which may not seem important initially, but develop into significant phenomena in shaping the future”. Hiltunen [2008] and Kamppinen, Kuusi and Soderland [2002]
Shoppinglab
Unravellingtrends,developmentsandconsequencesinRotterdamcitycentre,createfutureperspectives.
Whichglobal,nationalandlocaltrendsarethemostdecisiveforthefutureoftheinnercityshoppingandforthereactiveretailersin
particular?
25 innovative youngsters* mapped over700 weak signals for change
Together with experts 60 emerging trends where
clustered to 10 brought back to core uncertainties And concepted into speculations-
Shoppinglab.hr.nl
From weak signals to speculation
700 signals, mapped & described. Clustered to 10 trends – with externs-.
Creating 010/PeterKun(TUDelft)
StoreInnovationLab• Collaborationbetween2
researchgroups
• Researchuponnewtechnologieswithinretail
• Gainingandsharingknowledge
Functionsofbeacons• Luringcustomerstothestore
• Welcomecustomersinthestore
• Provideproduct- andbrandinformation
Results
1 2 3 4 5 6 7 8
PhysicalstoreX
Gradeonlinevisit
Visitorintention
Buyingintention
VRPhoto
360Photo
Photo
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Onlineshopping
• Buying ondistance– Convenient– Largeassortment– Enough information– Efficiënt
• Butalso:– Limitedsensory experience– Touchand smell arelacking
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Vividness and interactivity• Vividness:“therepresentationalrichnessofamediatedenvironmentas
definedbyitsformalfeatures;i.e.,thewayinwhichanenvironmentpresentsinformationtothesenses”(Steuer 1992,p.81).
• Interactivity:“theextenttowhichuserscanparticipateinmodifyingtheformorcontentofamediatedenvironmentinrealtime”(Steuer 1992,p.84).
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Researchobjectives• To study whether it ispossible to create afeelingoflocal presence with
emerging productpresentation technology.
• To address the relevance oflocal presence asdriverofmoretangibleand moreenjoyable productexperiences,and thereoff onlinepurchaseintentions.
• Focus:(new)local presence
• Threeproductpresentation formats
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Needforchange
2012 2013 2014 2015 2016
PietKerkhofSabonExpo
E-plazaBlockiCentreDeHarense SmidOadHenk tenHoor
FreeRecordShopPolareSiebelHalfordsMexx
V&DMacintoshDARetailgroepDixons/MyComTelstarHoldinhArdenberg BVGeddes&GillmoreMissEtamSchoenenreusHouseofSchoersThomBroekmanTaft
MSModePerrySport/AktiesportMcGregorScheer &FoppenMitraHoutbrox BVCoraKempermanFoto KleinParadigitLaLigna
(Bron:http://www.nu.nl/dvn/3514890/overzicht-winkelketens-afgelopen-jaren-failliet-gingen.html)
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What should be done?
Newbusinessmodels
Supplychainimprovements
Otherassortment
Focusoncustomer
Omni-channel
Otherdistribution
model MakeuseofnewIT
Betterexperience
Dataanalytics
…......
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Scenariovirtualmirror• Havetheconsumertrybasicversionsofaproduct(establishsizeandfit).• Virtualmirrorthenassistsinfinaldecision-making(customizedproducts).
• Theconsumerbuystheproductandhasitdeliveredathome.
• Consequences:Ø Widerproductassortmentfortheconsumer
Ø Improvedproducttrialandpurchaseexperiencefortheconsumer
Ø Smaller(physical)assortmentneededinthestore/smallerstorebecomemorecompetitive
THE HAGUE LEARNING LAB THE FUTURE OF RETAILRianne Valkenburg | The Hague University of Applied Sciences
Researchgroup DesignerlyInnovationDesignerlyInnovation:• develops insights and practicaltoolsto spur innovation• based onwhat can welearn from the waydesignersthink and work
InresearchweCREATESOLUTIONSfrom newinsights
forourself (education)and forothers (innovation).education(HBO)
(applied)research
companies&organisations
Disruptions
Digitalisation Connectivity Newbusiness&servicemodelsRobotising
Newproduction methods
Disruptive technologies haveinfluencedmany sectorsand industries …
ProjectTheFutureofretailAim
• TheprojectcreatesavisionoftheRetailIndustryandprovidesinsightintopossiblesolutionsforinnovationforSMEsinordertokeepthecompanyhealthy.
• Foreducation,theprojectdeliversenrichmentandrenewalwithincurriculasothatteachingremainsconnectedtotheprofessionforwhichstudentsaretrained.
Researchthemes ‘the future ofretail’• FutureScenarios• Changing customerjourneys• Theuse ofbigdata• Newcompetences forretail entrepreneurs
FutureScenariosWhat ‘driversforchange’influence the landscapeofretail in2040?• FutureTellingResearch• Creating inspiring Desired FutureScenarios
Changing customerjourneys• Eachcontact(touchpoint)ofaconsumerwithabrandcontributestothe
perceptionoftheretailerandthebrand.Thetotalofallcustomertouchpointsistheultimatecustomerjourney.Todescribeacustomerjourneyforthefuture,theresearchinvestigatessustainablecustomermotifs,-valuesandneeds.
• This"future-proof"driversoffertheretaileropportunitiestoinitiatechangeandcreateopportunitiestowardsthefuture.
Theuse ofbigdata
ICTtechnologiescreateopportunitiesthatstillseemunbelievablebutwillbringfundamentalchangesinthefuture,alsointheretailindustry.
• Social MediaDataMonitoring(incooperationwith Coosto)using bigdataapplication toolsto create insight into marketand customers
• SensorTechnology(incooperationwith inBeacon)using beacons to enhance customerexperiences
• Datamining &visualisation (incooperationwith Cendris)using avery extensive consumer databaseto discoverpatterns and correlations
Newcompetences forretailentrepreneurs
• Forretail entrepeneurs to survive inthe future:what competences areneeded?
l Aquickscan fortheinnovation skillsoftheentrepreneur
l Agamefordiscussingrelevantskills(and theomission ofthem)
FutureofRetail:an inspiring meetingplaceMultidisciplinary
• Teachers,students,researchers• SBRM,CE,IDE,IPO,HRM,…
Inschool:• Alearning labforretail
With partners:• Anecosystem with partnersinTheHague
RetailDeal
Theteam• RianneValkenburg,LectorDesignerlyInnovation• HannadeBruin,DocentIndustrieelProduct
Ontwerpen• JosKleijntjens,DocentSmallBusiness&Retail
Management• DennisBleeker,DocentCommerciëleEconomie• HenkSchaaphok,DocentCommerciële
Economie• KarinPotting,DocentHumanResource
Management• RemcoGlashouwer,AdviseurDienstencentrum• FrankdenHartog,DirecteurDienstencentrum• RenéeTurion,Eigenaar Turion Events• NicoPersoon,CoordinatorLearningLabsFaculty
Technology,Innovation&SocietyDelft
Thelearning lab‘Futureofretail’• Ahighlyinteractivespacewhere
researchers,entrepreneurs,teachersandstudentscanmeet,collaboratewitheachotherandwithothernetworks.
• Aconceptstorewhere technologiesand newconcepts arecreated,prototyped and researched
• Regularly eventsareorganised tosharenewinsights
TheHagueRetailDealAnecosystem with partnersinTheHagueRetailDeal
Partnersjointly startthe Retailinnovation-agenda:ASR,ClickNL,FNV,GemeenteDenHaag(leadpartner),GemeenteRoermond,INRetail,DeHaagseHogeschool,PlatformDeNieuweWinkelstraat,ProvincieZuid-Holland,Q&A,Rabobank,Retailagenda,ROCMondriaan,Shoeby,SHPPREvents,Syntrus Achmea,Thuiswinkel.orgenVakcentrum.
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