DRIVE 2016 | 26 October: Smart Retail

Moderator: Jann de WaalCLICKNL, Topteam Creative Industries

INTRO: CLICKNL – SMART RETAILJann de Waal CLICKNL, Topteam Creative Industries

Retail & Creative Industries

Urban planning and architecture

Interior design

Branding & advertising

Industrial design

Fashion design

Digital design

Digital marketing

Retail & Innovation

All shops will be digital

Lege winkel straat Digital future of retail?

Thefutureofexperiences?

from time-saver to time-killer

from boxes to transact sales to hubs for culture and community

retail as curator

retail as inspiration

Where there is people, there can will be retail

Retail innovation does not equal floor optimization

Gianotten 2015

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”

future of shopping spaces?

Smart Retail

Consumer, market & society

Urban development and smart cities

New technologies

New retail concepts and formats

New business models

Innovation perspectives

New technologies

New retail concepts & formats

New business models

Urban development and smart cities

Consumer, market & society

Coherence

Lots of isolated innovation silo’s

#1 holistic design approach

#2 multi stakeholder field labs

#3 knowledge infrastructure

#4 digital (service) infrastructure

Smart Retail pillars

Connect & stimulate

#1 holistic design approach

#2 multi stakeholder field labs

#3 knowledge infrastructure

#4 digital (service) infrastructure

Smart Retail pillars

Join us!

FROM WEAK SIGNAL -MEANINGFULL- TO SPECULATIONPaul Rutten | Creating 010

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”

▸ Lijnbaan Project

Willem de Kooning AcademyExample: Course Service Design 2015-2016

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

FROM WEAK SIGNAL TO -MEANINGFUL- SPECULATIONJustien Marseille | Creating 010 -The Future Institute

Telegraaf: http://www.telegraaf.nl/buitenland/21387421/__Toen_en_nu__St.-Pietersplein__.html

20162024

“The future is alreadyhere — it's just not veryevenly distributed”

William Gibson

“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

SAMR BSR® Profiles combined with interrest and NfC

http://www.gecafs.org/documents/PP11Zurek.pdf

700 signals, mapped & described. Clustered to 10 trends – with externs-.

Creating 010/PeterKun(TUDelft)

From trends to core uncertainties

Sellers’ price – client’s price.

Mas

s pro

duct

ion

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ro p

rodu

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n.

Pay what you wantPerla van Kessel

Virtual -Tactile.

Adding sound toa visual exprience

Rosan Pelt, WdKA2016.

StocklessAll your favourite webshops at one place!

Nienke Slagman.

Store as a collection of stock- store as an buying experience.

Dat

a as

fien

d -a

s frie

nd.

Moderator: Jann de WaalCLICKNL, Topteam Creative Industries

RETAIL RESEARCH IN AMSTERDAMAnne Moes en Tibert Verhagen | Amsterdam University of Applied Sciences

Introduction• Dr.Tibert Verhagen

@TibertVerhagen

• AnneMoes,MSc.@Moes_Anne

StoreInnovationLab• Collaborationbetween2

researchgroups

• Researchuponnewtechnologieswithinretail

• Gainingandsharingknowledge

Researchexamples• Beacons

• VirtualReality

• VirtualMirror

Example1

Beacons

Beacons:nextbigthinginretail?

Functionsofbeacons• Luringcustomerstothestore

• Welcomecustomersinthestore

• Provideproduct- andbrandinformation

Conceptualmodel

Beacons

Experience

Attitudestore

Atmosphere

Repeatvisit

Recom-mendation

Researchcontext

Theapp

Results

1 2 3 4 5 6 7

Experience

Attitudestore

Atmosphere

Repeatvisit

Recommendation

Nobeacons

Beacons

Example2

VirtualReality

VRishot

Conceptualmodel

Picturestore

Physicalstoreexperience

Gradeonlinevisit

Visitorintention

Buyingintention

Conditions

Results

1 2 3 4 5 6 7 8

PhysicalstoreX

Gradeonlinevisit

Visitorintention

Buyingintention

VRPhoto

360Photo

Photo

Example3

VirtualMirror

• Thechallenge

• Emerging productpresentationtechnology

• Research

• Offlineopportunities

Contents

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Onlineshopping

• Buying ondistance– Convenient– Largeassortment– Enough information– Efficiënt

• Butalso:– Limitedsensory experience– Touchand smell arelacking

24

Onlineproductpresentation

25

Vividness and interactivity• Vividness:“therepresentationalrichnessofamediatedenvironmentas

definedbyitsformalfeatures;i.e.,thewayinwhichanenvironmentpresentsinformationtothesenses”(Steuer 1992,p.81).

• Interactivity:“theextenttowhichuserscanparticipateinmodifyingtheformorcontentofamediatedenvironmentinrealtime”(Steuer 1992,p.84).

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Evolutiononlineproductpresentationformats

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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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29

Threeformats

30

Researchmodel

(Verhagenetal.,2014)

31

Localpresencescores

(Verhagenetal.,2014)

32

Theresults

(Verhagenetal.,2014)

33

Offline opportunities

34

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

…......

36

Isthere arole for the virtualmirror?

37

Virtualmirror inpractice

evigo.comdebijenkorf.nl

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Scenariovirtualmirror• Havetheconsumertrybasicversionsofaproduct(establishsizeandfit).• Virtualmirrorthenassistsinfinaldecision-making(customizedproducts).

• Theconsumerbuystheproductandhasitdeliveredathome.

• Consequences:Ø Widerproductassortmentfortheconsumer

Ø Improvedproducttrialandpurchaseexperiencefortheconsumer

Ø Smaller(physical)assortmentneededinthestore/smallerstorebecomemorecompetitive

39

Thereismoretocome…

http://www.vrealities.com http://retail-innovation.com

Thankyouforyourattention• Dr.Tibert Verhagen

@TibertVerhagen

• AnneMoes,MSc.@Moes_Anne

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 …

Retailand entrepreneurship INthefuture?

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.

DEMONSTRATIONSGAME CREATE HEALTH &BITCUP COFFEE PERFORMANCE