8 trends redefining how we shop: Online = offline The difference between online and offline is disapearing, turning “ecommerce” into simply “commerce”. The online players are opening physical stores, and the physical stores are pushing shoppers into more and more digital interactions. In the future, commerce seamlessly integrates the online and offline worlds into a unique, consistent and homogeneous experience. Analytics Just like we are measuring almost everything in the digital world, we start to have the tools to analyze what shoppers are doing in the physical world. Understanding these data points will be the key of tomorrow’s retail, and the future is much much more tracking (what else could it be…). Content integration Commerce is getting integrated into content a little bit more everyday. Social networks are launching buy buttons right into their news feeds, and now TV shows, magazines and movies are directly coming with companion stores. Vertically integrated retail How to fight Amazon? By creating vertical integration, where one controls everything from production to distribution to retail. Works with high margin, high volume items, and some very interesting brands are emerging (Dollar Shaving Club, Warby Parker, etc). Ironically the destiny of most of these brands is probably to be bought by… Amazon, just as it happened with diapers.com. New entry points Perhaps one of this talk’s most important point. We started entering the web almost exclusively via search engines (1990 - 2005). Then came social networks, which became a second way to start journeys on the web. We are entering the third phase, that of the personal assistant. A lot of shopping will happen with people just asking Siri/Google Now/Cortana/Messenger M “I need some shoes”. Being the one shoe pair recommended by these services is the new fight that brands will have to undertake, after having to exist in Google (SEO) and on social media (SMO). Automation A global trend impacting every part of society, artificial intelligence is also having an impact in retail, on things like distribution (delivery drones), marketing (automated pricing, predictive shopping) and sales (automated sales assistants, customer support). Transparency Transparency on price, values and performance is forced down the throat of retailers by the most advanced users who have systems like ShopGenius and AvoidPlugin at their disposal. Re-humanization Tracking, automation, digitization, all these things are making retail less human. Some brands are fighting back, and one can see how a human touch remains and will probably be more and more of a distinctive, positive factor in the future.

1. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Consumer retail trends
2015+

2. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg
Investor @ MKS, Anthemis
Entrepreneur @ 200ideas, Lift
Swiss correspondent @ Wired UK
@laurenthaug
hello@laurenthaug.com
+41786966480
Weekly newsletter
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3. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
online = offline

4. © Laurent Haug 2015
4
http://www.newlook.com/

5. © Laurent Haug 2015
5
“Walking through the doors is just
like walking into our web site”
Angela Ahrendts (former CEO of Burberry)

6. © Laurent Haug 2015
6youtube.com/watch?v=fGaVFRzTTP4

8. © Laurent Haug 2015
8https://fresh.amazon.com/dash/www.amazon.com/oc/dash-button

9. © Laurent Haug 2015
9www.amazon.com/oc/dash-button

10. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
analytics

11. © Laurent Haug 2015
11

12. –Johnny Appleseed
“Type a quote here.”

13. –Johnny Appleseed
“Type a quote here.”

14. NewsWatchTV
https://www.youtube.com/watch?v=OSMBJN-Iq-4

15. © Laurent Haug 2015
15
Now, you can avoid the wait and see
the busiest times of the week at
millions of places and businesses
around the world directly from Google
Search, tap on a business name and
see how busy it gets throughout the
day
https://plus.google.com/+google/posts/QY1c97V25Tz

16. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
content integration

17. © Laurent Haug 2015
17https://about.pinterest.com/en/buy-it-pinterest

18. © Laurent Haug 2015
18https://www.facebook.com/business/news/Discover-and-Buy-Products-on-Facebook-Test

19. © Laurent Haug 2015
19http://shop.harpersbazaar.com/

20. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 https://thetake.com

21. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015

22. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
vertically integrated retail

23. © Laurent Haug 2015
23

24. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 https://www.dollarshaveclub.com

25. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 https://casper.com

26. © Laurent Haug 2015
26https://www.warbyparker.com

27. © Laurent Haug 2015
27https://www.warbyparker.com

28. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Why is vertical integration interesting?
Unique product lines = no competing with Amazon
Better prices and margins

29. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
new entry points

30. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg

31. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg

32. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg

33. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
–Johnny Appleseed
“Type a quote here.”
http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/

34. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015 www.lookup.to (disclaimer: a MKS AI investments)

35. © Laurent Haug 2015 25 Sept 2015 - Next Hamburghttp://social.techcrunch.com/2015/09/01/agentq-launch/

36. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
automation

37. Data shows that Amazon has changed the price of
the top Bible in a Google search for “Amazon Bible”
more than 100 times since May 2010, according to
price-tracking site Camelcamelcamel.
http://qz.com/327835/amazon-dynamic-pricing-changed-the-price-of-the-bible-over-100-times-in-five-years/

38. © Laurent Haug 2015
38
https://paribus.co/

39. © Laurent Haug 2015
39
The robot performs a detailed inventory check,
identifying each item on the shelves, and alerting
employees if stock is low or if an item has been
misplaced.
http://mashable.com/2012/06/29/carnegie-mellon-robot-andyvision/

41. Amazon just got permission from the FAA to start
testing its delivery drones in the US
http://www.theverge.com/2015/3/19/8259881/amazon-prime-air-delivery-drone-faa-permission

42. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
transparency

43. © Laurent Haug 2015
43
ShopGenius

44. © Laurent Haug 2015
44http://www.avoidplugin.com/

45. –Johnny Appleseed
“Type a quote here.”

46. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Shopping trends 2015
re-humanization

47. © Laurent Haug 2015
47
Woman attacked by robot vacuum cleaner in South Korea
http://thedailywh.at/2015/02/wtf-day-woman-attacked-robot-vacuum-cleaner-south-korea/

48. © Laurent Haug 2015 48
Costco has experimented with self-
service checkouts, but the CEO says he’s
now removing them because employees
do the work more efficiently.

49. © Laurent Haug 2015
49https://www.enjoy.com/pages/home-att

50. © Laurent Haug 2015
50

51. © Laurent Haug 2015
51http://bookindy.com/

52. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
/ consumer retail trends 2015
Online = offline
Analytics
Content integration
Vertically integrated retail
New entry points
Automation
Transparency
Re-humanization

53. 25 Sept 2015 - Next Hamburg© Laurent Haug 2015
Disclaimer: it’s only the
beginning

54. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg
Projected digital transformation by industry by 2020
http://www.bain.com/publications/articles/leading-a-digical-transformation.aspx

55. © Laurent Haug 2015 25 Sept 2015 - Next Hamburg
@laurenthaug
hello@laurenthaug.com
+41786966480
Weekly newsletter
http://goo.gl/O2Q9h2