First Look: !What to Expect in Retail in 2014
Notes, Observations, and Key Trends from NRF 2014
2013 was a great year for eCommerce • Average YOY growth = 29% • Trending upward: 2014 eCommerce
expected to reach $300b • Online-influenced sales grew significantly – Web-research driven / pre-shopping behavior
that leads shoppers to the physical store – 2013 estimated at $1 trillion; 2014 expected
to increase
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2013 Holiday Recap • November was extremely strong • 50% of holiday shopping is actually for SELF
(not others!) • Growth in early December softened • Huge spike in last minute shopping
– Dec. 22-23 were strongest days – Largely due to extended / “guaranteed”
shipping promises made by retailers – Aggressive shipping plans promised by
retailers were overconfident: many retailers had to refund purchases they couldn’t deliver on time
• Cyber Shoppers deliberately avoid stores during the holidays – Consumers spend greater portion of wallet
share online in Q4 – Email is still highly effective in communicating
promotions / deals for consumers – driving a lot of traffic to purchase in Q4
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So What Happens Next… • “Delivery Wars” are just
beginning – Couriers – Drones (4-5 years…) – Same day delivery – Shipping rates will drive
competition in Retail • Consumers EXPECT low
shipping costs or won’t make a purchase unless retailer is offering free/discounted shipping…
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Shipping as the “Achilles Heel” of Retail • USPS is in dire straights
– Major carriers still rely on USPS • USPS delivered 30% of FedEx shipments in 2013 holiday season
• USPS must change / adapt: – Declining volume and rising expectations from consumers for faster / more affordable options are driving these changes – Cost Reductions:
• Retail shared deliveries with neighboring stores • Clustered delivery boxes • Fewer delivery days in the week
– Cost Increases: • First Class • Parcels – very profitable for USPS – and relatively inelastic for retailers since they MUST get
packages to consumers • Business Delivery (catalogs, magazines, direct mailers…expect these cost contracts to rise)
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Shipping’s Savior: the Physical Store In-Store Pick-up + Ship-to-Store options
– Reduces cost pressure – Reduces time pressure – Brings consumers back
to the physical store
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eCommerce will drive traffic to Stores • Given the shipping challenges
retailers face, 2014 will present opportunities for the retailer to reconnect with consumers via in-store pick-up programs
• How will retailers capitalize on these visits? – Must blend the online and physical
store – Create a seamless experience that
connects eCommerce with pick-up and store visits
– Omni-channel investments will insulate retailers from becoming casualties of the “Shipping Wars”
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What about mobile? • 9% of all 2013 sales were made via
mobile phone (excluding tablets) – Mobile experience is overwhelmingly
disappointing – Strong numbers suggest consumers
are willing to suffer through poor mobile experience to make purchases from their phones
• Retailers are slated to invest in mobile in 2014 – need to reduce friction between mobile / eCommerce / in-Store experiences
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Frictionless Experiences • Mobile = 1st Screen; Reality = 2nd Screen – Mobile is the most important screen, but it’s
not the only one… • Experiences on mobile / in-store must
complement one another • Omni-channel = looking at this system as
one whole; connecting the dots between mobile / eCommerce / in-Store
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Contextually Aware Marketing • 51% of consumers want mobile
apps that recognize their location within a store and send relevant discounts and promotions
• 80% want mobile apps that will be useful to them when they want to make a choice between products
• Mobile experience should tie-in to physical experience: create links to blend these two and better the overarching brand experience
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Customize messaging, product recommendations, and promotions via mobile.
Dynamic Digital Signage • Digital Signage is an opportunity
to tailor messaging to specific customer
• Mobile phones and Loyalty cards as identifiers – QR / NFC / BLE tie-ins
• Recognition Tools – Gender / Emotion / Age
recognition can work twofold: • Dynamic content creates
personalized experience for customer
• Provides demographic data on customers entering store / what content they are identifying with
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Experiences > Sales • In-Store Interactive Solutions
– Physical Tables, Walls, Signage that customers can directly interact with
– Empowers retail associates with the tools they need to deliver better experiences to the customer
– PSFK’s Future of Retail Report • Technology Tables increase sales
10% per location • Associates knowledgeable about
inventory in-store AND online via in-store technology tables
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Data, Data, Data • If it’s not measured,
it’s meaningless… – Identify key metrics
before implementation
– Identify solutions that can measure activity and in-store shopping behaviors and patterns for ongoing analysis
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Conclusions for 2014 Retail 1. Shipping = opportunity to bring shoppers back to the store via in-
Store Pick-Up Program • Retailers must capitalize on this by blending online environment with
in-store environment for a cohesive brand experience 2. Mobile = opportunity to augment in-store experiences with
contextually-aware messaging and promotions for shoppers 3. Digital Signage = opportunity to present dynamic content by
automating demographic recognition or allowing for shoppers to opt-in via mobile or loyalty card
4. In-Store Interactive Solutions = opportunity to increase interactions AND provide tool to store associate to improve the customer’s experience by blending online/mobile/in-store channels in one central place
5. Metrics = Everything. The more data, the more you can customize the end experience.
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Learn more about our retail experiences:
t1visions.com/markets/retail
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