What's In Store for In-Store Digital - BWW - 2009

Bring It InsideDoing Digital In-Store Right

Michael Stich, Bridge Worldwidem.stich@bridgeworldwide.com

Agenda

The Consumer Need

What’s Working and Why

Principles for Success

The Future Experience

How to Get Started

Let’s Start With The Consumer Need

Source: Harris Interactive, 2008

Consumers Don’t Have Time…

0

5

10

15

20

25

30

1973 1994 2008

Median Numberof Leisure Hours

But They Have So Many More Choices…Product Categories

Brands

Channels

Payment Options

…So We’re Growing More Demanding

Welcome to the Age of The Selfish Consumer

Give me

What I want,

When I want it,

Where I want it,

In the forms I want,

As much or as little,

Filtered by my peers,

Backed by expert opinion,

Without unwanted interruption,

And then I’ll share it with my “friends,”

But don’t you dare tell a soul you know me.

Now We Want It in the Store!Ratings and

Reviews

Cross-sell

Now We Want It in the Store!

Solution Sets

Now We Want It in the Store!

Special Promotions

Now We Want It in the Store!

Personalized Discounts and Rewards

Now We Want It in the Store!

Retailers Should Care

GreaterEfficiency

GreaterEfficiency

IncreasedBasket

IncreasedBasketGreater

Loyalty

Greater Loyalty

More ShopperInformation

More ShopperInformation

DigitalDigital

What Does the Digital In-Store Currently Look Like?

What Does the Digital In-Store Currently Look Like?

Yet, the Opportunity Still Exists…

…but What Makes Sense?

£ Uplift per Campaign over Time

£0

£10,000

£20,000

£30,000

£40,000

£50,000

£60,000

£70,000

£80,000

£90,000

Nov-04 Feb-05 May-05 Sep-05 Dec-05 Mar-06 Jul-06 Oct-06 Jan-07 Apr-07 Aug-07

Total uplift

13 per. Mov. Avg. (Total uplift)

Pre-Aug 2006n = 33Mean uplift £4,820Mean uplift 5.7%Median uplift 2.8%

Post-Aug 2006n = 50Mean uplift £14,536Mean uplift 7.3%Median uplift 6.3%

Source: Glendinning Tesco IBN Example

Before In-Store

Display

After

How To Get Started? Follow Principles For Success

Respect Shopper Behavior and Mentality

Source: Glendinning

© Glendinning Management Consultants insert yeardoc ref

18

EVENT ENTRANCE

A Perfect Outlet Market P lace Bringing to Life the full power of Client X Shopper Understanding & Execution

Respect the Store

Focus on Personalization

Create a Dialogue

Follow E-Commerce Best Practices

Create a Compelling

Product

Dramatically Improve the

Purchase Experience

Create a Compelling

Business Model

Sell to a Niche

Consumer

• ACCESSIBILITY• TIME SAVING• DISCRETION

• AUTO-REPLENISHMENT • DIRECT SALE• MARKETPLACE• EXCLUSIVITY

• BUILD TO ORDER• UPGRADEABILITY

• PERSONALIZATION• SIMPLICITY• PAYMENT OPTIONS• GIVE BACK

Be Transparent

Create a Road Map and Track Progress

Rolling It Up

Road Map

Road Map

Transparency

Transparency

E-CommerceBest Practices

E-CommerceBest Practices

Dialogue

Dialogue

Personalization

Personalization

Store Behavior

Store Behavior

Shopper Behavior

Shopper Behavior

DigitalPrinciples

DigitalPrinciples

Let’s See How These Measure Up Against a Few Popular Technologies

Smart Shelves

Road Map

Transparency

Transparency

E-CommerceBest Practices

E-CommerceBest Practices

Dialogue

Dialogue

Personalization

Store Behavior

Shopper Behavior

DigitalPrinciples

DigitalPrinciples

Media Cart

Road Map

Road Map

Transparency

Transparency

E-CommerceBest Practices

Dialogue

Dialogue

Personalization

Personalization

Store Behavior

Store Behavior

Shopper Behavior

Shopper Behavior

DigitalPrinciples

DigitalPrinciples

Mobile–SMS and/or QR Codes

Road Map

Road Map

Transparency

Transparency

E-CommerceBest Practices

Dialogue

Dialogue

Personalization

Personalization

Store Behavior

Store Behavior

Shopper Behavior

Shopper Behavior

DigitalPrinciples

DigitalPrinciples

Short-Range Wireless

Road Map

Road Map

Transparency

Transparency

E-CommerceBest Practices

E-CommerceBest Practices

Dialogue

Dialogue

Personalization

Personalization

Store Behavior

Store Behavior

Shopper Behavior

Shopper Behavior

DigitalPrinciples

DigitalPrinciples

So, Where Is All Of This Going?

How To Get Started?

Bridge Worldwide Can Help

Road Map

Road Map

Transparency

Transparency

E-CommerceBest Practices

E-CommerceBest Practices

Dialogue

Dialogue

Personalization

Personalization

Store Behavior

Store Behavior

Shopper Behavior

Shopper Behavior

DigitalPrinciples

DigitalPrinciples

Top 25 Best Small Companies to Work For in America (2006, 2007, and 2008)

Part of WPP Group, the largest agency holding company in the world with 2,000 offices in 106 countries

Affiliation:

210 people across 12 disciplinesEmployee

Makeup:

Full-Service Digital Strategy, Design, ImplementationServices:

1979Founded:

About Bridge Worldwide

Thank You!

Michael Stich, Bridge Worldwidem.stich@bridgeworldwide.com