According to EuroCis 2015 “customers are looking for the ultimate customer journey across all channels”. The 4.0 shopping experience looks “smart, convenient and fully networked” from “at home or at store, off or online”(1). At the end of February 2015 trade visitors from over 60 countries gathered at Düsseldorf in Germany to fetch information from 318 exhibitors on the latest solutions, trends and products in retail information technologies. Myself, I participated the EuroCis event on Wednesday 25th and Thursday 26th. Past year I visited their related event Euroshop 2014, which is also about retail but with a wider theme.
A Tour of EuroCis2015
According to Bell Pottinger Digital (3) trends which will shape our world in 2015 are for example technological such as: Near field communication, Internet of things and beacons, and behavioral such as ‘real-time’, meaning for example real-time marketing. For those who don’t know,’beacons’ are small technical devices designed to “attract attention to a specific location(4)”. Bridging digital and physical in retail context provides a great challenge. I dare to say we have only seen a scratch of a surface on this field. There is room for innovations and innovative thinking. For example beacons can be used in various fields of business and design in a creative way. Let’s team up for futures thinking!
As a setting, the idea of bridging physical and digital worlds, sounds inviting, but according to IBM’s Institute of Business Value survey, explored in news feed of WGSN.com (2) retailers fail to meet customer’s digital expectations. WGSN has interviewed Kali Klena who led the IBM study, according to Klena: “Consumers are having rich digital experiences and their expectations are rising.” Consumers are for example requiring inventory visibility and a personalised communication with a retailer when they are online (48% of the shoppers according to study). 44% of the shoppers wanted on-demand communication while being in the store.