Store Of The Future 2012: Multichannel Hubs
OVERVIEW: A SHOPPER JOURNEY Flagships / Footfall
• How can retailers draw footfall to stores, as the internet makes much space redundant, the tough macroeconomic environment changes consumer behaviour to frugality and the leading players are putting expansion on hold?
• Do retailers need flagship stores to draw shoppers in? What other measures work abroad?
• How can retailers pull in footfall to the supporting store network?
• Why will being mobile and flexible in terms of space be so important in future? In-Store Communication
• What is Tesco’s plan with free Wi-Fi?
• How can retailers combat price check apps in store?
• How do you break up a shopper’s relationship with Amazon and make them respond to your in-store offers?
• Why will in store product search and maps become so important going forward? Checkout
• How will self check develop?
• What is the future of tunnel scanners and kiosks?
• What will happen to mobile POS?
• What is the future of queuing? Payment Technologies
• Will NFC be the breakthrough technology in 2012?
• Or will it be leapfrogged by other technology and online based mobile payment systems such as PayPal in the offline world? What points towards NFC?
• What are the arguments for Bluetooth and online?
• What will Apple do about m-payments, considering that iTunes is used as a form of m-payment in physical stores in the US already? What capabilities will the next iPhone offer? Click and Collect
• Why is click and collect so important to customers?
• Could click and collect revive the multichannel concept?
• Will multichannel retailers fulfil from stores in future? Data Collection
• What are pop up shops and QR code walls really for? Are they a sign of pureplays forward integrating?
• What data sources should retailers consider when opening new stores?
• Why will online be so important in future in the decision making process about store openings?
• How do retailers segment stores? Coupons
• What should be the trigger for sending out personalised communication – such as coupons?
• What should retailers be wary off when offering customised coupons? Environment
• Which environmental factors must retailers consider most when opening new stores? Energy efficiency? Energy generation? The imbedding of the store into the wider policy framework? The changing nature of traffic flows and means of transportation?
Table of contentsExecutive summary
Creating destination status: The flagship store of the future
Creating destination status: A is for Apple stores
Apple’s influence, Dixons, Sony, John Lewis
CG companies: going fishing where the fish are, the comprehensive 360° offer, vertical integration, Lego, Zara, Apple
Building an ecosystem in the FMCG space, Case example Nespresso
Nespresso – creating perfect loyalty through ecosystems
Case study: M&M store brand-building in the UK and the US
Case study: Ritter Sport, Beiersdorf’s Nivea in Germany, creating 360 ° environments through forward integration
Recommendations: service, convenience and experience – supported by web presence
Creating destination status without a flagship: Aldi & Rewe teaming up in Germany
Aldi and Rewe, from competition to cooperation, a model for other markets?
Mobility: Retail space becomes mobile inside and out
Flexibility: towards flexible space
Flexibility: John Lewis, Carrefour and Casino
Mobility: Container stores in London
Corio taking the concept into the EU
Pop up stores: multichannel retailers looking for fill in opportunities, Wal-Mart
Pop up stores: pureplays forward integrating, eBay
Mobile shopping walls: the arrival of m-commerce, innovative online/offline hybrid models, virtual walls for online grocery shopping
QR walls, Tesco’s trailblazing in Korea
QR walls, Ocado trial in London
QR walls, P&G and mall.cz in Prague
QR walls, Budnikowsky in Germany
Recommendations: Do and don’ts of virtual walls, marketing gimmick or here to stay? A placeholder for augmented reality? Food deserts, collaboration potential
The click & collect revolution: How big data and consumer demand will shape store design in future
Technological enablers: the smartphone and the store3.0
Using online data sources to determine store locations, sizes and ranges
The six components of strategic decision making for the future
Case study: House of Fraser’s new buy & collect store
Case example: Amazon’s lockers
Click & Collect as a point of differentiation and incremental sales driver
Every second online shoppers wants click & collect
Case example: Chronodrive
Case example: Chronodrive – French competitive landscape
Recommendations, the drive concept
Smartphones linking the off and online world
Smartphones: Wi-Fi in store, in store location, the coupon opportunity
Smartphones: Price comparison apps and a question about privacy
Smartphones: The coupon opportunity, identifying the right triggers for action
Smartphones: Google and in-store maps, the threat of the social graph
Smartphones: Consistent price message versus real time communication
Smartphones: The crucial touch-point
Smartphones: Loyalty on the phone in real time
Smartphones: opportunity for smaller players
Wi-Fi in store: Apple, Ted Baker, Phones4U, Tesco – the trailblazer
Wi-Fi in store: the opportunity, real time interaction
Wi-Fi in store: Tesco and in store product search, bringing it all together
Wi-Fi in store: Personalised deals leaking on new social media, the margin threat
Location based loyalty: rewarding footfall and FMCG/retail cooperation
Case study: Shopkick app
The future POS (i): Self check out, tunnel scanners and kiosks...
The future POS: towards mobile check out
The future POS: much to come
Self check out: Albertsons going against the grain
Self check out: becoming ubiquitous
Self check out: great technological leaps forward, enabling customisation
Self check out: NFC integration, recognizing the customer
Self check out: top line driver in the right location
Self check out: shrink problem under control
Self check out: incremental possibilities
Case example: iKEA, self assemble furniture and self scanning customers
Recommendations: incorporating into store design, store by store basis, scalability
Tunnel scanners: the next evolutionary step
Tunnel scanners: Kroger and Rewe
Kiosks: short term fix and smartphone surrogate
Case example: Co-op, Sainsbury’s
The future POS (ii): ... NFC, shape of things to come
NFC: Different concepts to compete and coexist for a while
NFC: Uncertainty about the business case, loyalty versus charging rent
NFC: The case for online, PayPal in the physical world
NFC: Currently most momentum behind NFC
NFC: a delivery format update for financial card operators
NFC: Viable with location based advertising, geo-fencing and loyalty?
NFC: The battle over the placement of the secure element
NFC: slow progress into Europe
NFC: boost from transport, obstacle of hardware investment fatigue
NFC: a technology that will be leapfrogged before its gained mass adoption?
NFC: Bluetooth Low Energy: the NFC killer?
NFC: Bluetooth Low Energy: the NFC killer? What will Apple do?
NFC: The online based payments alternative, Amazon, PayPal, Apple
NFC: more innovative methods to emerge bypassing the card players
Case example: PayPal and Dwolla
Environment: integration into wider context
Environment: Car pools, cycle schemes, chargers
Environment: to Copenhagenize, cycling, basket sizes and recycling
Environment: the roof top opportunity, hyperlocal
Case example: Waitrose best in class in the UK
Case example: Tengelmann in Germany
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