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May 2012
trendwatching.com’s free Monthly Trend Briefing

(R)etail (R)evolution
etail is retail is etail
introduction
          Exactly as predicted by e-gurus 15 years ago, e-commerce is hotter than      	      Some obligatory stats:
          ever. Whether in mature markets, where consumer spending is shifting
                                                                                           •	 US e-commerce sales will grow 62% by 2016, to USD 327 billion (Source:
          online, or in growth markets where rapid urbanization and increasing                Forrester, February 2012).
          (mobile) internet penetration are unlocking new shopping habits, shoppers
                                                                                           •	 European e-commerce sales will grow by 78% by 2016, to USD 230 billion
          are ‘e-commercing’ it up.
                                                                                              (Source: Forrester, February 2012).

          Now, consumers’ current ‘online’ experiences are of course fundamentally         •	 Brazilian e-commerce sales will grow 21.9% in 2012 to USD 18.7 billion
                                                                                              (Source: eMarketer, January 2012).
          different to those during the early dotcom boom: e-commerce is no longer
          just about choice, price, convenience, reviews and ratings, but also about       •	 Chinese e-commerce sales were CNY 780 billion (USD 124 billion) in 2011,
                                                                                              an increase of 66% from 2010. E-commerce is expected to rise from 3% of
          everything that consumers look for in any purchase: status, the right
                                                                                              consumption to 7% by 2015 (Source: IDC, March 2012).
          product and a compelling experience.
                                                                                           •	 India’s e-commerce market is expected to grow to USD 70 billion by 2020,
                                                                                              from just USD 600 million in 2011 (Source: Technopak Advisors, February
                                                                                              2012).

                                                                                           •	 Indonesian e-commerce sales are forecast to grow from USD 120 million in
                                                                                              2010 to USD 650 million by 2015 (Source: Frost & Sullivan, February 2012).


w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   2
Contents
                                           #1: E IS FOR                For consumers who are constantly connected, buying online is simply
                                                                       another option, rather than a wholly separate and distinct medium.
                                           EVERYWHERE                  Featuring sub-trends like: SCREEN CULTURE, ALL THE WEB’S A
                                                                       (SHOP) WINDOW and ON TO OFF / OFF TO ON.




                                           #2: metail
                                                                       Going ‘online’ now means immersing oneself in (and enthusiastically
                                                                       adding to) a rich, personalized, social web.

                                                                       Featuring sub-trends CASHING IN ON CURATION, SELL-YOUR-OWN
                                                                       STORES, RETAIL INVESTMENT and AT YOUR SERVICE.




                                           #3: E(asy)
                                                                       All the barriers initially holding e-commerce back (e.g. correct fit, secure
                                                                       payments, convenient deliveries) have been significantly reduced, if not

                                           commerce                    totally removed.

                                                                       Featuring sub-trends PERFECT FIT, DELIVERY DELIGHT, LIFE:
                                                                       SUBSCRIBED and PERFECT PAYMENTS..



                                           #4: oh that                 Consumer expectations at large are now set online. Endless choice,
                                                                       instant gratification, total transparency, seamless collaboration, the list
                                           wonderful web               goes on…

                                                                       Featuring sub-trends like NICHE RICHE, CROWD CLOUT, TOTAL
                                                                       TRANSPARENCY, ETAIL-TAINMENT and EXCLUSIVE EXPERIENCES.



w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   3
#1
       E IS FOR
       EVERYWHERE
       For consumers who are constantly connected, buying
       online is simply another option, rather than a wholly
       separate and distinct medium.



        For consumers, the very act of navigating to a website, locating
                                                                               SCREEN CULTURE /
        and then buying a specific product is giving way to a world where
        (e)commerce is always just a click (or a point, tap, swipe) away.      ALL THE WEB’S A (SHOP) WINDOW /

        Indeed, e-commerce is rapidly being joined by ‘m-’ and ‘t-’ commerce   on to off /
        (via mobile, tablet and TV). Whatever the medium, consumers will use
                                                                               off to on /
        any and every available technology that helps them find and buy the
        right product, at the right price, in a manner they enjoy.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   4
screen                                                                We looked at the all-pervasive SCREEN
                                                                       CULTURE in our 12 Crucial Consumer Trends
                                                                                                                           * Note: That’s it in this Trend Briefing for
                                                                                                                           m-commerce. Yes, the lines between mobile



 culture
                                                                                                                           and online are getting more blurred by the day,
                                                                       for 2012. Now, for (r)etailers, everything from
                                                                                                                           especially for mobile-first consumers in emerging
                                                                       bus stops to TV programs can be an outlet, as       markets, but to keep this manageable, for us and
                                                                       consumers armed with smartphones or tablets         you, we’ll save looking at all the m-commerce

                                                                       embrace innovative new applications and             developments for another Trend Briefing!

                                                                       technologies to shop wherever and whenever*.




                                                                       Tesco Homeplus:                                     Glamour & L’Oreal:
                                                                       QR code bus stop stores                             Fashion Taxis




                                                                       QR code ‘shopping walls’ have popped up             During New York’s Fashion Week, Glamour
                                                                       everywhere since Tesco Homeplus’ pilot in Korea.    magazine partnered with L’Oreal to enable
                                                                       The company has now extended the initiative to      passengers riding in selected cabs to buy
                                                                       20 bus stops in Seoul, after becoming the number    Lancôme products they saw featured on the in-
                                                                       one shopping app in Korea with nearly one million   cab TV screens.
                                                                       downloads.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   5
screen
 culture
                                                                       QR code virtual shops                                 ‘Watch with eBay’ iPad app




                                                                       Other online brands deploying the stores include      eBay’s new iPad app includes ‘Watch With eBay’.
                                                                       eBay in both London and New York, PayPal in           Users enter the channel they are viewing to see
                                                                       Singapore, luxury fashion retailer Net-a-Porter,      relevant items available for purchase. For example,
                                                                       and online grocery store Ocado. Traditional           sports fans watching a game can buy memorabilia
                                                                       retailers such as Toys”R”Us, Sears and Kmart, as      relevant to the teams on screen.
                                                                       well as manufacturers such as Procter & Gamble
                                                                       have also deployed the ‘stores’. With their winning
                                                                       combination of novelty, convenience and low
                                                                       set-up costs, shopping walls could be one retail
                                                                       innovation that runs and runs.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   6
ALL THE WEB’S                                                          It’s not just offline that consumers are able
                                                                        to seamlessly buy almost everything they
                                                                                                                           * As with many new technologies, some publishers won’t
                                                                                                                           be able to resist the temptation to blanket their photos and



 A (SHOP)
                                                                                                                           videos with intrusive ads. You shouldn’t need us to tell you
                                                                        encounter (see our February/March 2012 Trend
                                                                                                                           to only embed subtle, helpful and most importantly welcome
                                                                        Briefing on POINT-KNOW-BUY). Online too,           product links. And no, aggressive pop-ups will never
                                                                        people can increasingly click, find, and then      become ‘cool’.


 WINDOW                                                                 buy items they see in images or videos*.




                                                                       IKEA & ThingLink:
                                                                       Shoppable images                                    Stipple: Image marketplace




                                                                       IKEA have been using ThingLink technology to        Stipple offers consumers the ability to discover,
                                                                       embed product links into the images on their        and then purchase objects in images.
                                                                       Swedish blog, enabling customers to shop directly
                                                                       from the photos.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   7
ALL THE WEB’S
 A (SHOP)
 WINDOW                                                                Gucci: Shop the Spring/
                                                                       Summer 2012 video
                                                                                                                             ClickBerry: Tag videos to
                                                                                                                             make them interactive




                                                                       Until POINT-KNOW-BUY technologies can                 ClickBerry offers a number of solutions to make
                                                                       be accurately deployed by people merely               videos interactive, by enabling publishers to add
                                                                       watching videos online, it’s up to brands to create   clickable areas to their videos.
                                                                       ‘shoppable’ videos. Which is exactly what Gucci
                                                                       have done to promote their Spring/Summer 2012
                                                                       collection.




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ON TO OFF                                                              While virtually all consumers are now online,
                                                                        sometimes it makes sense for even the
                                                                                                                             Because after all, as we observed in RETAIL
                                                                                                                             RENAISSANCE, consumers will continue to
                                                                        biggest online brands to branch out from             crave ‘real world’ experiences for a long time to
                                                                        their virtual roots and reach out to customers       come.
                                                                        in the real world too.




                                                                       Amazon:                                               Google: Rumored Dublin
                                                                       Launching retail stores?                              store




                                                                       In February 2012, industry blog Good E Reader         Following their pop-up Chromebook store in
                                                                       reported that Amazon would launch a retail store      London in October 2011, a planning application
                                                                       in its hometown of Seattle, to showcase its branded   in January 2012 led to rumors that Google was
                                                                       physical products such as the Kindle.                 planning to open a retail store in Dublin, Ireland.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   9
ON TO OFF

                                                                    Groupon: Available at
                                                                    kiosks in Chicago                                 Living Social: 918 F Street




                                                                    Daily deal site Groupon launched interactive      Groupon competitor Living Social opened 918 F
                                                                    kiosks in Chicago in January 2012, enabling       Street, a 28,000 square foot, six story building
                                                                    people to buy deals for local businesses direct   in Washington DC. The space is used to host the
                                                                    from the machines.                                experiences that the site sells online, such as
                                                                                                                      cooking, painting and yoga classes.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   10
ON TO OFF
                                                                        Threadless & GAP:
                                                                        Online retailer’s t-shirts                           StylistPick: Meet the
                                                                        sold in stores                                       curators at pop-up store




                                                                        Threadless, the crowdsourced t-shirt site that       Personalized online accessory subscription service
                                                                        became one of the web’s most successful retailers,   StylistPick opened a pop-up store in London’s
                                                                        launched a collaboration with GAP in February        Westfield shopping center in February 2012, where
                                                                        2012. The partnership saw 25 t-shirt designs from    fans could meet the celebrity curators behind their
                                                                        the online brand available in selected GAP stores    selections.
                                                                        and online.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   11
OFF TO ON                                                              Just as consumers enjoy finding previously
                                                                        online-only brands offline, they also expect
                                                                        the offline to be accessible online. Now,
                                                                        while there’s obviously nothing new about
                                                                        brands selling online, these recent OFF TO ON
                                                                        innovations stand out:




                                                                                                                         Google Catalogs: App
                                                                    Turnhills:                                           offers digital versions of
                                                                    Window shop online                                   store catalogs store




                                                                    Turnhills is a crowdsourced online photo directory   Google’s Catalogs tablet app brings real world
                                                                    of real store windows. Launched in December          catalogs online. The app features digital catalogs
                                                                    2011, the site currently covers New York.            from brands such as Bloomingdale’s, Neiman
                                                                                                                         Marcus, Nordstrom, Sephora and Williams-
                                                                                                                         Sonoma. Users can search for products within and
                                                                                                                         across catalogs, and either buy online or locate
                                                                                                                         in-store products.



w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   12
OFF TO ON

                                                                    PanoPlaza: Online                                    Plink: Facebook credits for
                                                                    shopping in real stores                              offline purchases




                                                                    Japan based PanoPlaza launched in January            January 2012 also saw the launch of Plink, a
                                                                    2012. The site creates virtual versions of bricks-   loyalty program where participants are rewarded
                                                                    and-mortar stores using 360-degree panoramic         with Facebook Credits for shopping and dining
                                                                    photos, complete with ‘hotspots’ where products      offline. Participating establishments include Taco
                                                                    are available for purchase. The technology has       Bell, 7-Eleven and Dunkin’ Donuts, with over
                                                                    been used in Tokyo for a department store, a         25,000 locations available across the US.
                                                                    bookshop, and a sweet shop.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   13
#2
       (M)etail
       Going ‘online’ now means immersing oneself in (and
       enthusiastically adding to) a rich, personalized, social web.




        Giving customers a uniquely personalized or tailored experience is            CASHING IN ON CURATION /
        something that successful e-commerce sites from Amazon onwards
        have always focused on. But now, consumers sit at the center (and             SELL-YOUR-OWN STORES /
        indeed actively contribute to) a far richer and more deeply personal
                                                                                      RETAIL INVESTMENT /
        and personalized online experience - meaning e-tail is increasingly
        (M)ETAIL.                                                                     AT YOUR SERVICE /

        Expect the trend for all forms of of personalization and curation to
        continue, as consumers embrace everything that enables them to
        display their style and good taste (as on social ‘pinning’ site Pinterest),
        or to receive selected, high quality picks from trusted curators (as with
        independent, design-focused Fab.com).




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   14
CASHING IN ON                                                          The status boost that comes from discovering,
                                                                        compiling, commenting, recommending and
                                                                                                                          they will also welcome brands or platforms that
                                                                                                                          reward them for their sharing.


 CURATION
                                                                        sharing desirable, inspiring or useful products
                                                                                                                          But be warned, this isn’t about bribing people
                                                                        and services means that the trend for
                                                                                                                          to tweet about you or ‘like’ you. Smart brands
                                                                        consumers to become curators will run and
                                                                                                                          will be those that encourage or incentivize
                                                                        run. And while many consumers won’t need
                                                                                                                          existing consumer behavior in a genuine
                                                                        any encouragement to become SOCIAL-LITES,
                                                                                                                          and natural way.




                                                                                                                          VANCL Star: Share your
                                                                    RNKD: Winning wardrobes                               style and earn




                                                                    Users of RNKD are awarded points for uploading        Customers of Vancl, one of China’s largest fashion
                                                                    photos of clothes and accessories in their closet.    e-tailers, can set up their own personal stores
                                                                    The more points a user has, the better their          as part of the brand’s VANCL Star initiative.
                                                                    chances of winning a prize, with rewards including    Customers can upload photos of themselves
                                                                    Zappos gift cards.                                    wearing Vancl products, and as well as highlighting
                                                                                                                          potential combinations and styles, they get 10% of
                                                                                                                          sales generated from their pages.



w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   15
CASHING IN ON
 CURATION
                                                                        Fopping.com:
                                                                        Friend-based discounts                              Zara People!




                                                                        Fopping.com is an Indian startup where              Brands too can easily tap into this trend. Zara’s
                                                                        consumers get discounts for sharing potential       People! initiative asks fans of the brand to upload
                                                                        purchases with their social networks. The more      photos of themselves wearing at least two items
                                                                        friends a user has, the lower the price they pay.   from the Spring/Summer 2012 collection. Each
                                                                                                                            week, a selection of photos are published on the
                                                                                                                            brand’s website, with featured contributors winning
                                                                                                                            EUR 300.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   16
SELL-YOUR-                                                             Consumers will always be attracted to both
                                                                        the perfect fit and prestige of personalized or
                                                                                                                            Yet, while some early pioneer brands and
                                                                                                                            entrepreneurs have been letting consumers


 OWN STORES
                                                                        bespoke products, and, hurrah, e-commerce,          create, design, tweak or edit their products for
                                                                        with its separation of order and fulfillment, has   years, social networks make it easier than ever
                                                                        long promised to deliver mass customization.        for these customer-producers to then sell (and
                                                                        And of course, the mega-trend for consumers         therefore profit from) their own creations
                                                                        to become producers continues apace.                too.




                                                                    Converse Made By                                        uFlavor: Make-and-sell-
                                                                    Facebook app                                            your-drinks




                                                                    Opened to selected testers from December                Launched in December 2011, uFlavor offers
                                                                    2011, Converse Made By is a Facebook app                consumers the chance to concoct their own soft
                                                                    that enables users to design their own Converse         drinks. Customers can choose from a list of 100
                                                                    sneakers and sell them to their friends on the social   flavors and upload images to create personalized
                                                                    network and via their own virtual store, with users     labels. Drinks are available to buy online via the
                                                                    who sell enough pairs being rewarded with free          uFlavor marketplace, and creators are rewarded
                                                                    pairs of Converse shoes.                                for each sale.



w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   17
SELL-YOUR-
 OWN STORES
                                                                                                                          Kaiser Chiefs: Make-your-
                                                                    Scottish Whisky Blender                               own album




                                                                    Glasgow-based Scottish Whisky Blender enables         In June 2011, UK band Kaiser Chiefs released
                                                                    visitors to design their own custom whiskey blends,   their album “The Future is Medieval”. The band
                                                                    by choosing from seven hand-picked whiskies.          produced twenty tracks, and fans could choose
                                                                    Customers’ creations are also entered into the        ten to create their own version of the album,
                                                                    brand’s archive and available for sale by anyone      which they were then actively encouraged to sell.
                                                                    with the unique code.                                 Creators received GBP 1 for each album they sold
                                                                                                                          for GBP 7.50.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   18
RETAIL                                                                 The opacity of production and distribution
                                                                        meant that customers were often left with
                                                                                                                           and creators to pitch products directly to
                                                                                                                           consumers.


 INVESTMENT
                                                                        products that someone else (i.e. distant brands)
                                                                                                                           And the near-infinite flexibility of e-commerce
                                                                        thought they wanted.
                                                                                                                           has allowed tiered pricing to move way
                                                                        Now increased transparency and collaboration       beyond boxed sets or limited editions.
                                                                        on social networks mean that consumers can         Consumers looking for ever-valuable STATUS
                                                                        help support production of specific items or       STORIES are often able to support favored
                                                                        projects that attract their attention. Platforms   projects not just with a purchase but a
                                                                        like Kickstarter enable entrepreneurs, designers   significant investment. Learn from:



                                                                    TikTok:
                                                                    iPod Nano watch-strap                                  Coffee Joulies




                                                                    Chicago design firm MINIMAL created TikToc, a          The inventors of Coffee Joulies, metal ‘coffee
                                                                    watch-strap attachment for the iPod Nano that          beans‘ containing a thermodynamic material that
                                                                    raised over USD 900,000 from 13,500 people on          cools excessively hot drinks, and then maintains
                                                                    Kickstarter. Nearly 1,500 people pledged USD 150       the heat as the drink cools, put the project on
                                                                    or more for editions laser-signed by the designer.     Kickstarter hoping to raise USD 9,500. Nearly
                                                                                                                           5,000 people pledged over USD 300,000.


w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   19
RETAIL
 INVESTMENT                                                                                                                Not always enough
                                                                    Benfeitoria: Auire Prisma                              time to read our
                                                                    bill identifier for the blind                          Trend Briefings?




                                                                                                                            Check out our exclusive yet affordable
                                                                                                                            Global Trend Seminars
                                                                                                                            (Aug-Oct 2012)
                                                                                                                             13 cities, 11 countries. Don’t miss out.

                                                                    Benefeitoria is a Brazilian crowdfunding platform      Give us half a day of your time, and leave the
                                                                    similar to Kickstarter. A recent sVuccessful project   room knowing about every consumer trend,
                                                                    saw Auire Prisma, a scanner for visually impaired      insight and innovation that needs to be on your
                                                                    people that could ‘read’ notes and say which           radar!
                                                                    denomination they are, get funded and go into
                                                                    production.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   20
AT YOUR                                                                One of the benefits of shopping in-store is
                                                                        the ability to speak with shop assistants and
                                                                                                                         From tapping into publicly available if not
                                                                                                                         volunteered information, or connecting


 SERVICE
                                                                        get advice. But e-tailers too can now take       consumers with other consumers to get
                                                                        advantage of the widespread adoption of social   better recommendations, there are endless
                                                                        technologies to unlock innovative ways to        online services that make it possible to find
                                                                        replicate, if not enhance, these ways to serve   the perfect product. Take inspiration from the
                                                                        online shoppers.                                 examples below:




                                                                    ASOS Skype Style                                     Needle: Customer-powered
                                                                    Sessions                                             customer service




                                                                    February 2012 saw British fashion e-tailer ASOS      Needle enables companies to use loyal brand
                                                                    offer customers free ‘Style Sessions’ via Skype.     aficionados to assist in live online chats with
                                                                    Selected participants could ask ASOS’ Style          customers, in return for points which can be
                                                                    Advisors questions about ASOS apparel and seek       redeemed for gifts. By discussing how they use the
                                                                    out advice on purchases they were considering.       product in their daily lives for example.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   21
AT YOUR
 SERVICE
                                                                    CTrip: Automated Weibo                                  Reach.ly: Travel leads via
                                                                    concierge                                               Twitter for hotels




                                                                    Chinese travel site CTrip launched an automated         Latvian service Reach.ly filters Twitter traffic
                                                                    ‘robot’ in Februrary 2012 that could automatically      to show hotels tweets from people who have
                                                                    and instantly respond to Weibo messages directed        expressed an interest in traveling to a particular
                                                                    at it, such as about flight prices, or hotel rates in   city.
                                                                    specific destinations.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   22
AT YOUR
 SERVICE                                                                                                                    Ticketmaster:
                                                                    Karma: Gift giving made                                 Recommended gigs based
                                                                    easy                                                    on listening history




                                                                    Karma is an app that enables users to easily            The Ticketmaster timeline app for Facebook
                                                                    give spur of the moment gifts. Connecting the           suggests recommended gigs for fans based on
                                                                    app with Facebook also enables users to receive         their Spotify listening history. The app can also tell
                                                                    notifications about which of their friends they         users where their friends’ tickets are located to
                                                                    might want to give a gift to, by highlighting friends   enable people to sit together.
                                                                    who have recently experienced something worth
                                                                    celebrating.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   23
#3
       E(ASY)-
       COMMERCE
       All the barriers initially holding e-commerce back (e.g.
       correct fit, secure payments, convenient deliveries) have
       been significantly reduced, if not totally removed.




        Clothes, shoes, furniture, groceries. All things that were widely        PERFECT FIT /
        predicted to be impossible to sell online, yet increasingly added to
        millions of virtual baskets around the world. The following sub-trends   DELIVERY DELIGHT /
        show why, with the right infrastructure, anything that is bought, will
                                                                                 LIFE: SUBSCRIBED /
        be bought online too.
                                                                                 PERFECT PAYMENTS /




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   24
PERFECT FIT                                                            Buying something that can’t be seen, touched
                                                                        or tested will forever be a barrier. Many popular
                                                                                                                            technologies mean that customers can be ever
                                                                                                                            more confident that they are making a perfect
                                                                        e-tailers have borne the risk of returns in an      purchase first time.
                                                                        attempt to overcome shoppers’ fears, but new




                                                                    Upcload: Sizing via a CD                                Bodymetrics: Living room
                                                                    and webcam                                              to fitting room




                                                                    With Berlin based Upcload, shoppers stand in            UK based Bodymetrics launched its LivingRoom
                                                                    front of their webcams holding a CD as pictured,        fitting product at CES 2012. The PrimeSense 3D
                                                                    to generate a personalized size profile that can        technology can map a user’s body using Kinect-
                                                                    be used when purchasing apparel products. The           like 3D sensors. When attvached to a TV, shoppers
                                                                    North Face is currently trialing the system in the      can virtually ‘try on’ clothes and see how they will
                                                                    US.                                                     fit on their body shape.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   25
PERFECT FIT

                                                                    Zazzle: Visualize art on the                          Brayola: find perfect bra
                                                                    walls                                                 size




                                                                    Launched in December 2011, US based Zazzle’s          Israel’s Brayola, which launched in February 2012,
                                                                    Realview enables users to upload their own            aims to help women buy perfectly fitting bras
                                                                    photographs to the site in order to visualize how     online. Rather than using measurements, the site
                                                                    the DIY e-tailer’s prints and artwork would look in   asks women which bras they already own that are
                                                                    their own home.                                       comfortable, and then matches them against its
                                                                                                                          database to recommend similarly fitting bras.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   26
DELIVERY                                                               With customers’ NOWISM and lust for instant
                                                                        gratification (and combined with the frequent
                                                                                                                            And while ‘click and collect’ services
                                                                                                                            remain popular with online shoppers, also


 DELIGHT
                                                                        difficulties in receiving goods bought online),     check out these recent innovations:
                                                                        making delivery seamless or even a delight
                                                                        should be right at the forefront of every
                                                                        e-entrepreneur’s or e-tailer’s mind.




                                                                    Shutl offers speedy                                     The Corner & FedEx: Try-
                                                                    deliveries                                              while-they-wait-commerce




                                                                    UK based Shutl offer deliveries in as little as 90      Italian fashion e-tailer Yoox offers customers in
                                                                    minutes across much of the UK. In March 2012, the       China enhanced delivery services when they order
                                                                    brand announced that they were partnering with          from the dedicated Chinese version of its luxury
                                                                    Maplin, an electronics retailer, to offer delivery in   multi-brand site, The Corner. In partnership with
                                                                    over 40 cities.                                         FedEx, Chinese shoppers can expect delivery staff
                                                                                                                            to wait while they look over their purchases, try
                                                                                                                            them on and decide whether they want to keep or
                                                                                                                            return them.


w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   27
DELIVERY
 DELIGHT
                                                                    Slice: Keep the surprise                            Giftwhip: Virtual gift
                                                                    while tracking online gifts                         wrapping




                                                                    Slice enables users to track all their online       And it’s not just physical goods that are ripe for
                                                                    purchases in one place. In December 2011, the       innovation. Giftwhip aims to make receiving online
                                                                    company rolled out their ‘Track With Friends’       gift cards, vouchers or virtual goods more exciting.
                                                                    feature, enabling recipients to track their gifts   The service creates a virtual present, which
                                                                    without revealing what they are or how much they    recipients can’t open or view until the ‘unwrap date’
                                                                    cost.                                               set by the giver.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   28
LIFE:                                                                  We first looked at the rise of subscription-
                                                                        based sites last year, but with their winning


 SUBSCRIBED
                                                                        combination of convenience and curation
                                                                        ensure that this is one ‘trend’ that you should be
                                                                        sure to sign up to ;-)




                                                                    Memberly: Run-your-own                                   Frank & Oak: Only pay for
                                                                    subscription service                                     what you keep




                                                                    The emergence of a platform is always a sure sign        Frank & Oak offers a twist on the fashion
                                                                    that a trend is booming, and Memberly, a platform        subscription model. Based in Montreal, members
                                                                    that provides a back-end administration panel and        of the site’s Hunt Club are sent a monthly email
                                                                    payment handling for online subscription services,       with that month’s fashion selections. Customers
                                                                    is no exception.                                         select between one and four items that they wish
                                                                                                                             to receive by post, and unwanted items can be
                                                                                                                             returned free of charge.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   29
LIFE:
 SUBSCRIBED
                                                                    Los Paderos:                                           La Ferme des Echancées:
                                                                    Artisan breads in Brazil                               ‘Contrat Poule’




                                                                    Los Paderos is a Brazilian site that sends             In October 2011, French farm, La Ferme des
                                                                    subscribers three loaves of half-baked artisan         Echancées made its ‘Contrat Poule’ (‘Chicken
                                                                    bread each week. Customers can then store the          Contract’) service available to 50 towns.
                                                                    loaves in the fridge for up to two weeks; when         ‘Subscribers’ receive packages of eggs for one
                                                                    they’re ready to eat them, they simply finish baking   year, and at the end of the nesting season they can
                                                                    them.                                                  opt to have the carcass delivered to them to cook.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   30
PERFECT                                                                Most internet users are now (fairly) comfortable
                                                                        with shopping online. Yes, concerns remain, but
                                                                                                                           process too often remains far from seamless,
                                                                                                                           creating opportunities for any innovation


 PAYMENTS
                                                                        online sales continue to significantly outpace     that makes paying online quicker, more
                                                                        all other spending, despite the occasional         convenient, or more secure.
                                                                        well-publicized glitch. However, the checkout




                                                                    PayPal Access:                                         Facebook Credits: An
                                                                    Single sign-in                                         alternative currency?




                                                                    Citing the high abandonment rate when consumers        Facebook announced in February 2012 that it
                                                                    are required to register at a new site to complete     had partnered with a number of the largest mobile
                                                                    a purchase, eBay launched its PayPal Access            operators, including AT&T, Deutsche Telekom,
                                                                    product in October 2011. The initiative allows         Orange, Telefónica, T-Mobile USA, Verizon and
                                                                    consumers to login to, and pay at participating        Vodafone, to enable users to make Facebook
                                                                    e-tailers without having to register a new account.    Credit purchases via mobile operator billing (i.e.
                                                                                                                           see the charge appear on their mobile phone bill).




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   31
PERFECT
 PAYMENTS
                                                                    Flipkart: Virtual ‘wallet’                              Amex: Sync with Twitter




                                                                    Indian online shoppers often face issues with           American Express launched its Sync initiative
                                                                    payment gateways, perhaps explaining why many           in March 2012. Cardholders can link their credit
                                                                    e-commerce transactions are still settled with          cards to their Twitter accounts, to receive coupons
                                                                    cash on delivery. Hoping to smooth the payment          and discounts for tweeting certain hashtags. For
                                                                    process, Flipkart, India’s answer to Amazon,            example, users who tweeted #AmexWholefoods
                                                                    introduced a feature where customers could              received a USD 20 credit on purchases of over
                                                                    deposit up to INR 10,000 (USD 190) in an online         USD 75. Participating brands include H&M,
                                                                    ‘wallet’, enabling users to check out quickly           McDonalds, Best Buy and Zappos.
                                                                    without having to re-enter their credit card details.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   32
#4
       OH WHAT A
       WONDERFUL WEB
       Consumer expectations at large are now set online. Endless
       choice, instant gratification, total transparency, seamless
       collaboration, the list goes on…



        Certain factors (taste, smell, and physical interaction to name just a   NICHE RICHE /
        few) still compel people to continue to shop in the ‘real world’. But
        the online world has its advantages too, especially when it comes to     CROWD CLOUT /
        things such as collaboration, accessibility, reach, transparency and
                                                                                 TOTAL TRANSPARENCY /
        shareability.
                                                                                 ETAIL-TAINMENT /
        In fact, consumers now expect the online experience to not just
        match the offline experience, but to improve on it in ways that are      EXCLUSIVE E-XPERIENCES /
        difficult if not impossible to replicate offline.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   33
NICHE RICHE                                                            E-commerce is an endless aisle, in which
                                                                        consumers can shop niche products from all
                                                                                                                             selling quirky, unique or storied products that
                                                                                                                             perfectly align with their particular interest or
                                                                        over the world as well as in the online mega-        tribe.
                                                                        malls such as eBay and Amazon.
                                                                                                                             On the business side too, it’s easier than ever
                                                                        And the appeal of small-scale, artisan shops         to open an online store, as there are now
                                                                        is just as strong online as it is offline. Indeed    endless platforms and solutions that make it
                                                                        online consumers can now easily discover             virtually effortless, from Shopify, Payvment,
                                                                        (whether via personal tips or via trusted            eBay Xcommerce to Taobao and more.
                                                                        curators) even the smallest, most obscure store



                                                                    With Love from Brooklyn:                                 LocalBrand.co.id:
                                                                    Your local online store                                  Indonesian fashion portal




                                                                    With Love from Brooklyn is an online retailer that       LocalBrand.co.id is based in Indonesia and
                                                                    only sells items created by local artisans. The site’s   exclusively stocks Indonesian high-fashion
                                                                    products range from the iconic Brooklyn Cruiser,         designers, with a goal of supporting and promoting
                                                                    to locally made food, drinks and preserves, to the       local brands on a global stage. An online
                                                                    works of local artists.                                  magazine also features photo shoots, interviews
                                                                                                                             and pictures of Indonesian ‘street style’.


w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   34
NICHE RICHE

                                                                    Never Liked It Anyway:                                Cuelcinha: Male lingerie in
                                                                    Post-break up sales                                   Brazil




                                                                    Launched in December 2011, Never Liked It             Launched in January 2012, Cuelcinha is a
                                                                    Anyway is a marketplace where users can sell          Brazilian site that sells fine lingerie collections for
                                                                    items connected to past romantic relationships. A     men. Products include high quality boxers and
                                                                    wide variety of products are available on the site,   panties made with fine fabrics, animal prints and
                                                                    generally at a discounted ‘break-up’ price, with      lace inserts. Pieces are designed to fit the male
                                                                    many unwanted gifts such as jewelry, or items         anatomy in comfort, with elasticated detailing.
                                                                    connected with engagements or marriages like
                                                                    wedding dresses.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   35
CROWD CLOUT                                                            One of the things that comes easily online is
                                                                        mass collaboration, and the crowdsourcing
                                                                                                                          Now, with more consumers than ever pretty
                                                                                                                          much constantly online and plugged into social
                                                                        trend is one that we’ve been watching for a       networks, it’s never been easier for shoppers
                                                                        while (check out our first look at CROWD CLOUT    to harness the power of the crowd in new and
                                                                        way back in 2007!).                               innovative ways.




                                                                    FlightFox: Human-                                     Handsup.cn: Crowdsourced
                                                                    powered flight deals                                  daily deals




                                                                    While e-commerce often promises low prices,           Launched in China during December 2011, deal
                                                                    sometimes finding the best price can be difficult     site Handsup.cn invites users to submit ideas
                                                                    and/or time-consuming. Australian site FlightFox      for products they would like to see on its virtual
                                                                    allows travelers to set up a contest where online     shelves, and suggest how much they want to pay
                                                                    travel experts can compete to find the best           for them. Users can then vote for the deal, and if it
                                                                    available prices for future trips. Users pay an AUD   proves popular, Handsup staff contact the brand
                                                                    29 ‘finders fee’ (refundable if a cheaper flight is   or business in question to try and arrange the
                                                                    found within 48 hours), and the site claims to save   promotion.
                                                                    people AUD 369 per trip on average.



w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   36
CROWD CLOUT

                                                                    Amazon: Vote for Black                              Galoo: Greek ‘reverse
                                                                    Friday deals                                        buying’ platform




                                                                    In November 2011, Amazon asked its Facebook         Launched in September 2011, Greek website
                                                                    fans to vote on which discounts they should offer   Galoo allows users to suggest the price they are
                                                                    during the Black Friday to Cyber Monday period      willing to pay for an item, and invite friends to
                                                                    (two popular days for shopping in the US). The      ‘strengthen’ their negotiating position. If a seller
                                                                    30% discounts were available on the e-tailer’s      agrees to the suggested price, the two parties
                                                                    specialist sites, Soap.com, Diapers.com, Wag.com    organize payment and delivery.
                                                                    and YoYo.com.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   37
TOTAL                                                                  We’ve looked on a number of occasions at
                                                                        TRANSPARENCY TRIUMPH, and how the
                                                                                                                           people thought about products or services;
                                                                                                                           transparency 2.0 saw this become just a


 TRANSPARENCY
                                                                        availability of online information is reshaping    default element of decision-making; now
                                                                        consumer expectations and corporate behavior       transparency 3.0 will be about making almost
                                                                        (check out our recent Trend Briefing on            all aspects of the transaction and experience
                                                                        FLAWSOME ;-).                                      transparent: manufacturing, pricing, reviews,
                                                                                                                           popularity, and even personal relevance.
                                                                        If transparency 1.0 was all about the excitement
                                                                        at being able to see exactly what other (real!)



                                                                    Honest By:
                                                                    Transparent fashion                                    KLM: Meet & Seat




                                                                    Launched in Belgium in January 2012, Honest            February 2012 saw KLM roll out its Meet & Seat
                                                                    By is a sustainable, fully transparent apparel         initiative. The optional service allows passengers
                                                                    brand and e-tailer. For every product available        to link their booking to their Facebook or LinkedIn
                                                                    on the Honest By site, full information is available   profile and select a seat next to the individuals they
                                                                    on manufacturing (including working conditions),       find most interesting.
                                                                    material and supplier sources, pricing, and ethical
                                                                    or organic certifications.


w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   38
TOTAL
 TRANSPARENCY
                                                                    Hotels.com:
                                                                    Notify how many people                                 Igluu: Shop for groceries
                                                                    have booked in past day                                across multiple stores




                                                                    Hotels.com recently implemented a feature that         Igluu is a free Brazilian service that lets consumers
                                                                    showed visitors to its site how many times the hotel   browse multiple sites and create virtual shopping
                                                                    they were viewing had been booked in the past 24       lists (online or on their smartphones). For each
                                                                    hours.                                                 item, the service shows users which participating
                                                                                                                           store offers the cheapest price, and once they’ve
                                                                                                                           picked the store to order from, Igluu transfers their
                                                                                                                           shopping cart to that retailer to arrange delivery.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   39
ETAIL-                                                                 Successful retailers in the ‘offline’ world are
                                                                        often those that make a store visit an enjoyable
                                                                                                                              Rather than trying to replicate the offline
                                                                                                                              experience, e-tailers can deploy new


 TAINMENT                                                               or exciting event (including those, as we
                                                                        showed in RETAIL RENAISSANCE, who use
                                                                                                                              techniques that make e-commerce ‘fun’ in
                                                                                                                              ways that physical retail can’t match, such as
                                                                        technology to enhance the experience and              allowing consumers to collaborate, compete
                                                                        bring the benefits of online to the offline world).   and turn shopping into a (virtual) game.




                                                                    Fantasy Shopper: Fantasy                                  Little Black Bag:
                                                                    Football, with clothes ;-)                                Take or trade




                                                                    Launched in the UK in October 2011, Fantasy               Mimicking Japanese department stores’ ‘fukurburo’
                                                                    Shopper is a social shopping game that gives              (lucky bag) sales, shoppers with Little Black Bag
                                                                    users fantasy money to browse, style and                  receive a mystery bag with a selection of fashion
                                                                    ‘purchase’ clothes from over 300 real stores.             and beauty products every month. They then
                                                                    Players can unlock major world shopping                   have a week to trade with other users to make
                                                                    destinations, and complete challenges to boost            their perfect collection. To further increase the
                                                                    their ‘fashionista reputation’, all while earning real    excitement, selected bags contain prizes worth 4
                                                                    discount codes and vouchers for participating             to 5 times the value of the bags.
                                                                    brands.


w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   40
EXCLUSIVE                                                              Online, everything is available to everyone, so
                                                                        the story goes. Yet for consumers, anything
                                                                                                                           has simply been an email address away.

                                                                                                                           Now a number of brands and entrepreneurs

 E-XPERIENCES                                                           scarce or exclusive instantly makes it that much
                                                                        more attractive.
                                                                                                                           are seeking to introduce true e-commerce
                                                                                                                           exclusivity, and thus tap into consumers’
                                                                        Flash sale sites have played on this for years,    desire for unique or memorable experiences
                                                                        with sites like vente-privee and Gilt limiting     (and the great STATUS STORIES that come
                                                                        access to members only, even if membership         with them).




                                                                    ICB: Invite-only digital
                                                                    fashion show                                           Adam Tensta: Pass It On




                                                                    Fashion PR firm KCD launched Digital Fashion           Swedish rapper Adam Tensta released his latest
                                                                    Shows at New York’s Fashion Week in February           single ‘Pass it On’ via a Facebook app. The catch?
                                                                    2012. The site hosts virtual fashion shows,            Only one copy of the track exists, and users are
                                                                    streamed only to invited guests.                       required to sign up to join the queue to listen to
                                                                                                                           it. Once they reach the front of the ‘queue’, users
                                                                                                                           have one hour to listen to the track.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   41
EXCLUSIVE
 E-XPERIENCES
                                                                    Fat Duck Restaurant: Kid in                           Gilt Groupe offers deal on
                                                                    a Sweetshop experience                                airplane rental




                                                                    Celebrity chef Heston Blumental’s Fat Duck            November 2011 saw daily deal site Gilt Groupe
                                                                    restaurant is famous for its immersive experiences,   offer members the chance to rent a Virgin America
                                                                    and from February 2012, diners who succeeded          Airbus A320 plane (seating up to 145 people). The
                                                                    in getting a reservation received an email inviting   deal was priced at USD 60,000, and individuals
                                                                    them to view an exclusive animated stereo             could choose a name for the plane and have this
                                                                    experience. The link could be accessed four times     painted on the side of the Airbus.
                                                                    only.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   42
IMPLICATIONS
          Even in this monster Trend Briefing, with its four big themes and various      Hence (R)ETAIL (R)EVOLUTION: all commerce is being affected by
          sub-trends, we’ve only scratched the surface of (R)ETAIL (R)EVOLUTION:         e-commerce, and in return e-commerce will be affected by the same
          content commerce, celebrity curators, Facebook’s ‘want’ and ‘own’              general trends that define consumer behavior across all mediums, online
          buttons, shopping from the newsfeed, paying with tweets, cash on               and in traditional retail.
          delivery, online pop-ups and more were left on the cutting room floor.
                                                                                         So keep watching, keep learning, and most importantly keep (or start!) doing!
          But our biggest challenge? Trying to stick to just ‘e-commerce’. Because, as
                                                                                         In the meantime, we’ll be hard at work on our next Trend Briefing! Make sure
          we showed in our Trend Briefing on RETAIL RENAISSANCE (and touching
                                                                                         you’re subscribed.
          on it again here in E IS FOR EVERYWHERE), all shopping increasingly
          takes place within an e-commerce ecosystem that includes not just online
          and offline, but mobiles, tablets and TVs too.




w w w. t r e n d w a t c h i n g . c o m   (R)etail (R)evolution   43
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trendwatching.com's (R)ETAIL (R)EVOLUTION

  • 1. May 2012 trendwatching.com’s free Monthly Trend Briefing (R)etail (R)evolution etail is retail is etail
  • 2. introduction Exactly as predicted by e-gurus 15 years ago, e-commerce is hotter than Some obligatory stats: ever. Whether in mature markets, where consumer spending is shifting • US e-commerce sales will grow 62% by 2016, to USD 327 billion (Source: online, or in growth markets where rapid urbanization and increasing Forrester, February 2012). (mobile) internet penetration are unlocking new shopping habits, shoppers • European e-commerce sales will grow by 78% by 2016, to USD 230 billion are ‘e-commercing’ it up. (Source: Forrester, February 2012). Now, consumers’ current ‘online’ experiences are of course fundamentally • Brazilian e-commerce sales will grow 21.9% in 2012 to USD 18.7 billion (Source: eMarketer, January 2012). different to those during the early dotcom boom: e-commerce is no longer just about choice, price, convenience, reviews and ratings, but also about • Chinese e-commerce sales were CNY 780 billion (USD 124 billion) in 2011, an increase of 66% from 2010. E-commerce is expected to rise from 3% of everything that consumers look for in any purchase: status, the right consumption to 7% by 2015 (Source: IDC, March 2012). product and a compelling experience. • India’s e-commerce market is expected to grow to USD 70 billion by 2020, from just USD 600 million in 2011 (Source: Technopak Advisors, February 2012). • Indonesian e-commerce sales are forecast to grow from USD 120 million in 2010 to USD 650 million by 2015 (Source: Frost & Sullivan, February 2012). w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 2
  • 3. Contents #1: E IS FOR For consumers who are constantly connected, buying online is simply another option, rather than a wholly separate and distinct medium. EVERYWHERE Featuring sub-trends like: SCREEN CULTURE, ALL THE WEB’S A (SHOP) WINDOW and ON TO OFF / OFF TO ON. #2: metail Going ‘online’ now means immersing oneself in (and enthusiastically adding to) a rich, personalized, social web. Featuring sub-trends CASHING IN ON CURATION, SELL-YOUR-OWN STORES, RETAIL INVESTMENT and AT YOUR SERVICE. #3: E(asy) All the barriers initially holding e-commerce back (e.g. correct fit, secure payments, convenient deliveries) have been significantly reduced, if not commerce totally removed. Featuring sub-trends PERFECT FIT, DELIVERY DELIGHT, LIFE: SUBSCRIBED and PERFECT PAYMENTS.. #4: oh that Consumer expectations at large are now set online. Endless choice, instant gratification, total transparency, seamless collaboration, the list wonderful web goes on… Featuring sub-trends like NICHE RICHE, CROWD CLOUT, TOTAL TRANSPARENCY, ETAIL-TAINMENT and EXCLUSIVE EXPERIENCES. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 3
  • 4. #1 E IS FOR EVERYWHERE For consumers who are constantly connected, buying online is simply another option, rather than a wholly separate and distinct medium. For consumers, the very act of navigating to a website, locating SCREEN CULTURE / and then buying a specific product is giving way to a world where (e)commerce is always just a click (or a point, tap, swipe) away. ALL THE WEB’S A (SHOP) WINDOW / Indeed, e-commerce is rapidly being joined by ‘m-’ and ‘t-’ commerce on to off / (via mobile, tablet and TV). Whatever the medium, consumers will use off to on / any and every available technology that helps them find and buy the right product, at the right price, in a manner they enjoy. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 4
  • 5. screen We looked at the all-pervasive SCREEN CULTURE in our 12 Crucial Consumer Trends * Note: That’s it in this Trend Briefing for m-commerce. Yes, the lines between mobile culture and online are getting more blurred by the day, for 2012. Now, for (r)etailers, everything from especially for mobile-first consumers in emerging bus stops to TV programs can be an outlet, as markets, but to keep this manageable, for us and consumers armed with smartphones or tablets you, we’ll save looking at all the m-commerce embrace innovative new applications and developments for another Trend Briefing! technologies to shop wherever and whenever*. Tesco Homeplus: Glamour & L’Oreal: QR code bus stop stores Fashion Taxis QR code ‘shopping walls’ have popped up During New York’s Fashion Week, Glamour everywhere since Tesco Homeplus’ pilot in Korea. magazine partnered with L’Oreal to enable The company has now extended the initiative to passengers riding in selected cabs to buy 20 bus stops in Seoul, after becoming the number Lancôme products they saw featured on the in- one shopping app in Korea with nearly one million cab TV screens. downloads. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 5
  • 6. screen culture QR code virtual shops ‘Watch with eBay’ iPad app Other online brands deploying the stores include eBay’s new iPad app includes ‘Watch With eBay’. eBay in both London and New York, PayPal in Users enter the channel they are viewing to see Singapore, luxury fashion retailer Net-a-Porter, relevant items available for purchase. For example, and online grocery store Ocado. Traditional sports fans watching a game can buy memorabilia retailers such as Toys”R”Us, Sears and Kmart, as relevant to the teams on screen. well as manufacturers such as Procter & Gamble have also deployed the ‘stores’. With their winning combination of novelty, convenience and low set-up costs, shopping walls could be one retail innovation that runs and runs. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 6
  • 7. ALL THE WEB’S It’s not just offline that consumers are able to seamlessly buy almost everything they * As with many new technologies, some publishers won’t be able to resist the temptation to blanket their photos and A (SHOP) videos with intrusive ads. You shouldn’t need us to tell you encounter (see our February/March 2012 Trend to only embed subtle, helpful and most importantly welcome Briefing on POINT-KNOW-BUY). Online too, product links. And no, aggressive pop-ups will never people can increasingly click, find, and then become ‘cool’. WINDOW buy items they see in images or videos*. IKEA & ThingLink: Shoppable images Stipple: Image marketplace IKEA have been using ThingLink technology to Stipple offers consumers the ability to discover, embed product links into the images on their and then purchase objects in images. Swedish blog, enabling customers to shop directly from the photos. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 7
  • 8. ALL THE WEB’S A (SHOP) WINDOW Gucci: Shop the Spring/ Summer 2012 video ClickBerry: Tag videos to make them interactive Until POINT-KNOW-BUY technologies can ClickBerry offers a number of solutions to make be accurately deployed by people merely videos interactive, by enabling publishers to add watching videos online, it’s up to brands to create clickable areas to their videos. ‘shoppable’ videos. Which is exactly what Gucci have done to promote their Spring/Summer 2012 collection. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 8
  • 9. ON TO OFF While virtually all consumers are now online, sometimes it makes sense for even the Because after all, as we observed in RETAIL RENAISSANCE, consumers will continue to biggest online brands to branch out from crave ‘real world’ experiences for a long time to their virtual roots and reach out to customers come. in the real world too. Amazon: Google: Rumored Dublin Launching retail stores? store In February 2012, industry blog Good E Reader Following their pop-up Chromebook store in reported that Amazon would launch a retail store London in October 2011, a planning application in its hometown of Seattle, to showcase its branded in January 2012 led to rumors that Google was physical products such as the Kindle. planning to open a retail store in Dublin, Ireland. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 9
  • 10. ON TO OFF Groupon: Available at kiosks in Chicago Living Social: 918 F Street Daily deal site Groupon launched interactive Groupon competitor Living Social opened 918 F kiosks in Chicago in January 2012, enabling Street, a 28,000 square foot, six story building people to buy deals for local businesses direct in Washington DC. The space is used to host the from the machines. experiences that the site sells online, such as cooking, painting and yoga classes. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 10
  • 11. ON TO OFF Threadless & GAP: Online retailer’s t-shirts StylistPick: Meet the sold in stores curators at pop-up store Threadless, the crowdsourced t-shirt site that Personalized online accessory subscription service became one of the web’s most successful retailers, StylistPick opened a pop-up store in London’s launched a collaboration with GAP in February Westfield shopping center in February 2012, where 2012. The partnership saw 25 t-shirt designs from fans could meet the celebrity curators behind their the online brand available in selected GAP stores selections. and online. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 11
  • 12. OFF TO ON Just as consumers enjoy finding previously online-only brands offline, they also expect the offline to be accessible online. Now, while there’s obviously nothing new about brands selling online, these recent OFF TO ON innovations stand out: Google Catalogs: App Turnhills: offers digital versions of Window shop online store catalogs store Turnhills is a crowdsourced online photo directory Google’s Catalogs tablet app brings real world of real store windows. Launched in December catalogs online. The app features digital catalogs 2011, the site currently covers New York. from brands such as Bloomingdale’s, Neiman Marcus, Nordstrom, Sephora and Williams- Sonoma. Users can search for products within and across catalogs, and either buy online or locate in-store products. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 12
  • 13. OFF TO ON PanoPlaza: Online Plink: Facebook credits for shopping in real stores offline purchases Japan based PanoPlaza launched in January January 2012 also saw the launch of Plink, a 2012. The site creates virtual versions of bricks- loyalty program where participants are rewarded and-mortar stores using 360-degree panoramic with Facebook Credits for shopping and dining photos, complete with ‘hotspots’ where products offline. Participating establishments include Taco are available for purchase. The technology has Bell, 7-Eleven and Dunkin’ Donuts, with over been used in Tokyo for a department store, a 25,000 locations available across the US. bookshop, and a sweet shop. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 13
  • 14. #2 (M)etail Going ‘online’ now means immersing oneself in (and enthusiastically adding to) a rich, personalized, social web. Giving customers a uniquely personalized or tailored experience is CASHING IN ON CURATION / something that successful e-commerce sites from Amazon onwards have always focused on. But now, consumers sit at the center (and SELL-YOUR-OWN STORES / indeed actively contribute to) a far richer and more deeply personal RETAIL INVESTMENT / and personalized online experience - meaning e-tail is increasingly (M)ETAIL. AT YOUR SERVICE / Expect the trend for all forms of of personalization and curation to continue, as consumers embrace everything that enables them to display their style and good taste (as on social ‘pinning’ site Pinterest), or to receive selected, high quality picks from trusted curators (as with independent, design-focused Fab.com). w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 14
  • 15. CASHING IN ON The status boost that comes from discovering, compiling, commenting, recommending and they will also welcome brands or platforms that reward them for their sharing. CURATION sharing desirable, inspiring or useful products But be warned, this isn’t about bribing people and services means that the trend for to tweet about you or ‘like’ you. Smart brands consumers to become curators will run and will be those that encourage or incentivize run. And while many consumers won’t need existing consumer behavior in a genuine any encouragement to become SOCIAL-LITES, and natural way. VANCL Star: Share your RNKD: Winning wardrobes style and earn Users of RNKD are awarded points for uploading Customers of Vancl, one of China’s largest fashion photos of clothes and accessories in their closet. e-tailers, can set up their own personal stores The more points a user has, the better their as part of the brand’s VANCL Star initiative. chances of winning a prize, with rewards including Customers can upload photos of themselves Zappos gift cards. wearing Vancl products, and as well as highlighting potential combinations and styles, they get 10% of sales generated from their pages. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 15
  • 16. CASHING IN ON CURATION Fopping.com: Friend-based discounts Zara People! Fopping.com is an Indian startup where Brands too can easily tap into this trend. Zara’s consumers get discounts for sharing potential People! initiative asks fans of the brand to upload purchases with their social networks. The more photos of themselves wearing at least two items friends a user has, the lower the price they pay. from the Spring/Summer 2012 collection. Each week, a selection of photos are published on the brand’s website, with featured contributors winning EUR 300. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 16
  • 17. SELL-YOUR- Consumers will always be attracted to both the perfect fit and prestige of personalized or Yet, while some early pioneer brands and entrepreneurs have been letting consumers OWN STORES bespoke products, and, hurrah, e-commerce, create, design, tweak or edit their products for with its separation of order and fulfillment, has years, social networks make it easier than ever long promised to deliver mass customization. for these customer-producers to then sell (and And of course, the mega-trend for consumers therefore profit from) their own creations to become producers continues apace. too. Converse Made By uFlavor: Make-and-sell- Facebook app your-drinks Opened to selected testers from December Launched in December 2011, uFlavor offers 2011, Converse Made By is a Facebook app consumers the chance to concoct their own soft that enables users to design their own Converse drinks. Customers can choose from a list of 100 sneakers and sell them to their friends on the social flavors and upload images to create personalized network and via their own virtual store, with users labels. Drinks are available to buy online via the who sell enough pairs being rewarded with free uFlavor marketplace, and creators are rewarded pairs of Converse shoes. for each sale. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 17
  • 18. SELL-YOUR- OWN STORES Kaiser Chiefs: Make-your- Scottish Whisky Blender own album Glasgow-based Scottish Whisky Blender enables In June 2011, UK band Kaiser Chiefs released visitors to design their own custom whiskey blends, their album “The Future is Medieval”. The band by choosing from seven hand-picked whiskies. produced twenty tracks, and fans could choose Customers’ creations are also entered into the ten to create their own version of the album, brand’s archive and available for sale by anyone which they were then actively encouraged to sell. with the unique code. Creators received GBP 1 for each album they sold for GBP 7.50. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 18
  • 19. RETAIL The opacity of production and distribution meant that customers were often left with and creators to pitch products directly to consumers. INVESTMENT products that someone else (i.e. distant brands) And the near-infinite flexibility of e-commerce thought they wanted. has allowed tiered pricing to move way Now increased transparency and collaboration beyond boxed sets or limited editions. on social networks mean that consumers can Consumers looking for ever-valuable STATUS help support production of specific items or STORIES are often able to support favored projects that attract their attention. Platforms projects not just with a purchase but a like Kickstarter enable entrepreneurs, designers significant investment. Learn from: TikTok: iPod Nano watch-strap Coffee Joulies Chicago design firm MINIMAL created TikToc, a The inventors of Coffee Joulies, metal ‘coffee watch-strap attachment for the iPod Nano that beans‘ containing a thermodynamic material that raised over USD 900,000 from 13,500 people on cools excessively hot drinks, and then maintains Kickstarter. Nearly 1,500 people pledged USD 150 the heat as the drink cools, put the project on or more for editions laser-signed by the designer. Kickstarter hoping to raise USD 9,500. Nearly 5,000 people pledged over USD 300,000. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 19
  • 20. RETAIL INVESTMENT Not always enough Benfeitoria: Auire Prisma time to read our bill identifier for the blind Trend Briefings? Check out our exclusive yet affordable Global Trend Seminars (Aug-Oct 2012) 13 cities, 11 countries. Don’t miss out. Benefeitoria is a Brazilian crowdfunding platform Give us half a day of your time, and leave the similar to Kickstarter. A recent sVuccessful project room knowing about every consumer trend, saw Auire Prisma, a scanner for visually impaired insight and innovation that needs to be on your people that could ‘read’ notes and say which radar! denomination they are, get funded and go into production. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 20
  • 21. AT YOUR One of the benefits of shopping in-store is the ability to speak with shop assistants and From tapping into publicly available if not volunteered information, or connecting SERVICE get advice. But e-tailers too can now take consumers with other consumers to get advantage of the widespread adoption of social better recommendations, there are endless technologies to unlock innovative ways to online services that make it possible to find replicate, if not enhance, these ways to serve the perfect product. Take inspiration from the online shoppers. examples below: ASOS Skype Style Needle: Customer-powered Sessions customer service February 2012 saw British fashion e-tailer ASOS Needle enables companies to use loyal brand offer customers free ‘Style Sessions’ via Skype. aficionados to assist in live online chats with Selected participants could ask ASOS’ Style customers, in return for points which can be Advisors questions about ASOS apparel and seek redeemed for gifts. By discussing how they use the out advice on purchases they were considering. product in their daily lives for example. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 21
  • 22. AT YOUR SERVICE CTrip: Automated Weibo Reach.ly: Travel leads via concierge Twitter for hotels Chinese travel site CTrip launched an automated Latvian service Reach.ly filters Twitter traffic ‘robot’ in Februrary 2012 that could automatically to show hotels tweets from people who have and instantly respond to Weibo messages directed expressed an interest in traveling to a particular at it, such as about flight prices, or hotel rates in city. specific destinations. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 22
  • 23. AT YOUR SERVICE Ticketmaster: Karma: Gift giving made Recommended gigs based easy on listening history Karma is an app that enables users to easily The Ticketmaster timeline app for Facebook give spur of the moment gifts. Connecting the suggests recommended gigs for fans based on app with Facebook also enables users to receive their Spotify listening history. The app can also tell notifications about which of their friends they users where their friends’ tickets are located to might want to give a gift to, by highlighting friends enable people to sit together. who have recently experienced something worth celebrating. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 23
  • 24. #3 E(ASY)- COMMERCE All the barriers initially holding e-commerce back (e.g. correct fit, secure payments, convenient deliveries) have been significantly reduced, if not totally removed. Clothes, shoes, furniture, groceries. All things that were widely PERFECT FIT / predicted to be impossible to sell online, yet increasingly added to millions of virtual baskets around the world. The following sub-trends DELIVERY DELIGHT / show why, with the right infrastructure, anything that is bought, will LIFE: SUBSCRIBED / be bought online too. PERFECT PAYMENTS / w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 24
  • 25. PERFECT FIT Buying something that can’t be seen, touched or tested will forever be a barrier. Many popular technologies mean that customers can be ever more confident that they are making a perfect e-tailers have borne the risk of returns in an purchase first time. attempt to overcome shoppers’ fears, but new Upcload: Sizing via a CD Bodymetrics: Living room and webcam to fitting room With Berlin based Upcload, shoppers stand in UK based Bodymetrics launched its LivingRoom front of their webcams holding a CD as pictured, fitting product at CES 2012. The PrimeSense 3D to generate a personalized size profile that can technology can map a user’s body using Kinect- be used when purchasing apparel products. The like 3D sensors. When attvached to a TV, shoppers North Face is currently trialing the system in the can virtually ‘try on’ clothes and see how they will US. fit on their body shape. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 25
  • 26. PERFECT FIT Zazzle: Visualize art on the Brayola: find perfect bra walls size Launched in December 2011, US based Zazzle’s Israel’s Brayola, which launched in February 2012, Realview enables users to upload their own aims to help women buy perfectly fitting bras photographs to the site in order to visualize how online. Rather than using measurements, the site the DIY e-tailer’s prints and artwork would look in asks women which bras they already own that are their own home. comfortable, and then matches them against its database to recommend similarly fitting bras. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 26
  • 27. DELIVERY With customers’ NOWISM and lust for instant gratification (and combined with the frequent And while ‘click and collect’ services remain popular with online shoppers, also DELIGHT difficulties in receiving goods bought online), check out these recent innovations: making delivery seamless or even a delight should be right at the forefront of every e-entrepreneur’s or e-tailer’s mind. Shutl offers speedy The Corner & FedEx: Try- deliveries while-they-wait-commerce UK based Shutl offer deliveries in as little as 90 Italian fashion e-tailer Yoox offers customers in minutes across much of the UK. In March 2012, the China enhanced delivery services when they order brand announced that they were partnering with from the dedicated Chinese version of its luxury Maplin, an electronics retailer, to offer delivery in multi-brand site, The Corner. In partnership with over 40 cities. FedEx, Chinese shoppers can expect delivery staff to wait while they look over their purchases, try them on and decide whether they want to keep or return them. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 27
  • 28. DELIVERY DELIGHT Slice: Keep the surprise Giftwhip: Virtual gift while tracking online gifts wrapping Slice enables users to track all their online And it’s not just physical goods that are ripe for purchases in one place. In December 2011, the innovation. Giftwhip aims to make receiving online company rolled out their ‘Track With Friends’ gift cards, vouchers or virtual goods more exciting. feature, enabling recipients to track their gifts The service creates a virtual present, which without revealing what they are or how much they recipients can’t open or view until the ‘unwrap date’ cost. set by the giver. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 28
  • 29. LIFE: We first looked at the rise of subscription- based sites last year, but with their winning SUBSCRIBED combination of convenience and curation ensure that this is one ‘trend’ that you should be sure to sign up to ;-) Memberly: Run-your-own Frank & Oak: Only pay for subscription service what you keep The emergence of a platform is always a sure sign Frank & Oak offers a twist on the fashion that a trend is booming, and Memberly, a platform subscription model. Based in Montreal, members that provides a back-end administration panel and of the site’s Hunt Club are sent a monthly email payment handling for online subscription services, with that month’s fashion selections. Customers is no exception. select between one and four items that they wish to receive by post, and unwanted items can be returned free of charge. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 29
  • 30. LIFE: SUBSCRIBED Los Paderos: La Ferme des Echancées: Artisan breads in Brazil ‘Contrat Poule’ Los Paderos is a Brazilian site that sends In October 2011, French farm, La Ferme des subscribers three loaves of half-baked artisan Echancées made its ‘Contrat Poule’ (‘Chicken bread each week. Customers can then store the Contract’) service available to 50 towns. loaves in the fridge for up to two weeks; when ‘Subscribers’ receive packages of eggs for one they’re ready to eat them, they simply finish baking year, and at the end of the nesting season they can them. opt to have the carcass delivered to them to cook. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 30
  • 31. PERFECT Most internet users are now (fairly) comfortable with shopping online. Yes, concerns remain, but process too often remains far from seamless, creating opportunities for any innovation PAYMENTS online sales continue to significantly outpace that makes paying online quicker, more all other spending, despite the occasional convenient, or more secure. well-publicized glitch. However, the checkout PayPal Access: Facebook Credits: An Single sign-in alternative currency? Citing the high abandonment rate when consumers Facebook announced in February 2012 that it are required to register at a new site to complete had partnered with a number of the largest mobile a purchase, eBay launched its PayPal Access operators, including AT&T, Deutsche Telekom, product in October 2011. The initiative allows Orange, Telefónica, T-Mobile USA, Verizon and consumers to login to, and pay at participating Vodafone, to enable users to make Facebook e-tailers without having to register a new account. Credit purchases via mobile operator billing (i.e. see the charge appear on their mobile phone bill). w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 31
  • 32. PERFECT PAYMENTS Flipkart: Virtual ‘wallet’ Amex: Sync with Twitter Indian online shoppers often face issues with American Express launched its Sync initiative payment gateways, perhaps explaining why many in March 2012. Cardholders can link their credit e-commerce transactions are still settled with cards to their Twitter accounts, to receive coupons cash on delivery. Hoping to smooth the payment and discounts for tweeting certain hashtags. For process, Flipkart, India’s answer to Amazon, example, users who tweeted #AmexWholefoods introduced a feature where customers could received a USD 20 credit on purchases of over deposit up to INR 10,000 (USD 190) in an online USD 75. Participating brands include H&M, ‘wallet’, enabling users to check out quickly McDonalds, Best Buy and Zappos. without having to re-enter their credit card details. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 32
  • 33. #4 OH WHAT A WONDERFUL WEB Consumer expectations at large are now set online. Endless choice, instant gratification, total transparency, seamless collaboration, the list goes on… Certain factors (taste, smell, and physical interaction to name just a NICHE RICHE / few) still compel people to continue to shop in the ‘real world’. But the online world has its advantages too, especially when it comes to CROWD CLOUT / things such as collaboration, accessibility, reach, transparency and TOTAL TRANSPARENCY / shareability. ETAIL-TAINMENT / In fact, consumers now expect the online experience to not just match the offline experience, but to improve on it in ways that are EXCLUSIVE E-XPERIENCES / difficult if not impossible to replicate offline. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 33
  • 34. NICHE RICHE E-commerce is an endless aisle, in which consumers can shop niche products from all selling quirky, unique or storied products that perfectly align with their particular interest or over the world as well as in the online mega- tribe. malls such as eBay and Amazon. On the business side too, it’s easier than ever And the appeal of small-scale, artisan shops to open an online store, as there are now is just as strong online as it is offline. Indeed endless platforms and solutions that make it online consumers can now easily discover virtually effortless, from Shopify, Payvment, (whether via personal tips or via trusted eBay Xcommerce to Taobao and more. curators) even the smallest, most obscure store With Love from Brooklyn: LocalBrand.co.id: Your local online store Indonesian fashion portal With Love from Brooklyn is an online retailer that LocalBrand.co.id is based in Indonesia and only sells items created by local artisans. The site’s exclusively stocks Indonesian high-fashion products range from the iconic Brooklyn Cruiser, designers, with a goal of supporting and promoting to locally made food, drinks and preserves, to the local brands on a global stage. An online works of local artists. magazine also features photo shoots, interviews and pictures of Indonesian ‘street style’. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 34
  • 35. NICHE RICHE Never Liked It Anyway: Cuelcinha: Male lingerie in Post-break up sales Brazil Launched in December 2011, Never Liked It Launched in January 2012, Cuelcinha is a Anyway is a marketplace where users can sell Brazilian site that sells fine lingerie collections for items connected to past romantic relationships. A men. Products include high quality boxers and wide variety of products are available on the site, panties made with fine fabrics, animal prints and generally at a discounted ‘break-up’ price, with lace inserts. Pieces are designed to fit the male many unwanted gifts such as jewelry, or items anatomy in comfort, with elasticated detailing. connected with engagements or marriages like wedding dresses. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 35
  • 36. CROWD CLOUT One of the things that comes easily online is mass collaboration, and the crowdsourcing Now, with more consumers than ever pretty much constantly online and plugged into social trend is one that we’ve been watching for a networks, it’s never been easier for shoppers while (check out our first look at CROWD CLOUT to harness the power of the crowd in new and way back in 2007!). innovative ways. FlightFox: Human- Handsup.cn: Crowdsourced powered flight deals daily deals While e-commerce often promises low prices, Launched in China during December 2011, deal sometimes finding the best price can be difficult site Handsup.cn invites users to submit ideas and/or time-consuming. Australian site FlightFox for products they would like to see on its virtual allows travelers to set up a contest where online shelves, and suggest how much they want to pay travel experts can compete to find the best for them. Users can then vote for the deal, and if it available prices for future trips. Users pay an AUD proves popular, Handsup staff contact the brand 29 ‘finders fee’ (refundable if a cheaper flight is or business in question to try and arrange the found within 48 hours), and the site claims to save promotion. people AUD 369 per trip on average. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 36
  • 37. CROWD CLOUT Amazon: Vote for Black Galoo: Greek ‘reverse Friday deals buying’ platform In November 2011, Amazon asked its Facebook Launched in September 2011, Greek website fans to vote on which discounts they should offer Galoo allows users to suggest the price they are during the Black Friday to Cyber Monday period willing to pay for an item, and invite friends to (two popular days for shopping in the US). The ‘strengthen’ their negotiating position. If a seller 30% discounts were available on the e-tailer’s agrees to the suggested price, the two parties specialist sites, Soap.com, Diapers.com, Wag.com organize payment and delivery. and YoYo.com. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 37
  • 38. TOTAL We’ve looked on a number of occasions at TRANSPARENCY TRIUMPH, and how the people thought about products or services; transparency 2.0 saw this become just a TRANSPARENCY availability of online information is reshaping default element of decision-making; now consumer expectations and corporate behavior transparency 3.0 will be about making almost (check out our recent Trend Briefing on all aspects of the transaction and experience FLAWSOME ;-). transparent: manufacturing, pricing, reviews, popularity, and even personal relevance. If transparency 1.0 was all about the excitement at being able to see exactly what other (real!) Honest By: Transparent fashion KLM: Meet & Seat Launched in Belgium in January 2012, Honest February 2012 saw KLM roll out its Meet & Seat By is a sustainable, fully transparent apparel initiative. The optional service allows passengers brand and e-tailer. For every product available to link their booking to their Facebook or LinkedIn on the Honest By site, full information is available profile and select a seat next to the individuals they on manufacturing (including working conditions), find most interesting. material and supplier sources, pricing, and ethical or organic certifications. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 38
  • 39. TOTAL TRANSPARENCY Hotels.com: Notify how many people Igluu: Shop for groceries have booked in past day across multiple stores Hotels.com recently implemented a feature that Igluu is a free Brazilian service that lets consumers showed visitors to its site how many times the hotel browse multiple sites and create virtual shopping they were viewing had been booked in the past 24 lists (online or on their smartphones). For each hours. item, the service shows users which participating store offers the cheapest price, and once they’ve picked the store to order from, Igluu transfers their shopping cart to that retailer to arrange delivery. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 39
  • 40. ETAIL- Successful retailers in the ‘offline’ world are often those that make a store visit an enjoyable Rather than trying to replicate the offline experience, e-tailers can deploy new TAINMENT or exciting event (including those, as we showed in RETAIL RENAISSANCE, who use techniques that make e-commerce ‘fun’ in ways that physical retail can’t match, such as technology to enhance the experience and allowing consumers to collaborate, compete bring the benefits of online to the offline world). and turn shopping into a (virtual) game. Fantasy Shopper: Fantasy Little Black Bag: Football, with clothes ;-) Take or trade Launched in the UK in October 2011, Fantasy Mimicking Japanese department stores’ ‘fukurburo’ Shopper is a social shopping game that gives (lucky bag) sales, shoppers with Little Black Bag users fantasy money to browse, style and receive a mystery bag with a selection of fashion ‘purchase’ clothes from over 300 real stores. and beauty products every month. They then Players can unlock major world shopping have a week to trade with other users to make destinations, and complete challenges to boost their perfect collection. To further increase the their ‘fashionista reputation’, all while earning real excitement, selected bags contain prizes worth 4 discount codes and vouchers for participating to 5 times the value of the bags. brands. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 40
  • 41. EXCLUSIVE Online, everything is available to everyone, so the story goes. Yet for consumers, anything has simply been an email address away. Now a number of brands and entrepreneurs E-XPERIENCES scarce or exclusive instantly makes it that much more attractive. are seeking to introduce true e-commerce exclusivity, and thus tap into consumers’ Flash sale sites have played on this for years, desire for unique or memorable experiences with sites like vente-privee and Gilt limiting (and the great STATUS STORIES that come access to members only, even if membership with them). ICB: Invite-only digital fashion show Adam Tensta: Pass It On Fashion PR firm KCD launched Digital Fashion Swedish rapper Adam Tensta released his latest Shows at New York’s Fashion Week in February single ‘Pass it On’ via a Facebook app. The catch? 2012. The site hosts virtual fashion shows, Only one copy of the track exists, and users are streamed only to invited guests. required to sign up to join the queue to listen to it. Once they reach the front of the ‘queue’, users have one hour to listen to the track. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 41
  • 42. EXCLUSIVE E-XPERIENCES Fat Duck Restaurant: Kid in Gilt Groupe offers deal on a Sweetshop experience airplane rental Celebrity chef Heston Blumental’s Fat Duck November 2011 saw daily deal site Gilt Groupe restaurant is famous for its immersive experiences, offer members the chance to rent a Virgin America and from February 2012, diners who succeeded Airbus A320 plane (seating up to 145 people). The in getting a reservation received an email inviting deal was priced at USD 60,000, and individuals them to view an exclusive animated stereo could choose a name for the plane and have this experience. The link could be accessed four times painted on the side of the Airbus. only. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 42
  • 43. IMPLICATIONS Even in this monster Trend Briefing, with its four big themes and various Hence (R)ETAIL (R)EVOLUTION: all commerce is being affected by sub-trends, we’ve only scratched the surface of (R)ETAIL (R)EVOLUTION: e-commerce, and in return e-commerce will be affected by the same content commerce, celebrity curators, Facebook’s ‘want’ and ‘own’ general trends that define consumer behavior across all mediums, online buttons, shopping from the newsfeed, paying with tweets, cash on and in traditional retail. delivery, online pop-ups and more were left on the cutting room floor. So keep watching, keep learning, and most importantly keep (or start!) doing! But our biggest challenge? Trying to stick to just ‘e-commerce’. Because, as In the meantime, we’ll be hard at work on our next Trend Briefing! Make sure we showed in our Trend Briefing on RETAIL RENAISSANCE (and touching you’re subscribed. on it again here in E IS FOR EVERYWHERE), all shopping increasingly takes place within an e-commerce ecosystem that includes not just online and offline, but mobiles, tablets and TVs too. w w w. t r e n d w a t c h i n g . c o m (R)etail (R)evolution 43
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