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Retail innovations


2019 had the slowest rate of consumer spending growth since 2010, principally prompted by Brexit uncertainty. The retail industry faced large-scale business restructuring: 85,000 jobs lost, a third of FTSE 350 CEOs changing, and 9,169 store closures. Despite this, online sales continued to grow, reaching 21% of total sales. These factors combined are going to have a huge impact on the consumer world, not just for the next year but for decades into the future. The key phrases for the future are “integrated omnichannel”, “experiential” and “sus- tainability”.


Retail is undergoing a para- digm shift. In-store and dig- ital are coming together to enhance the customer experi- ence. Many of the most active and well-funded segments of customers belong to customer groups that drive markets as diverse as electronics, fashion and mortgages. These custom- ers are demanding more sus- tainable options. The focus on purpose and values is becom- ing the number one strategic issue for retailers. “The retail industry is a ma- jor contributor to global carbon emissions, and retailers have a big role to play. Although there is a big moral aspect to this, there is also a significant busi- ness opportunity. Some retail- ers have sustainability on their agenda, but those who don’t prioritise it now are at risk of not surviving the next 5-10 years.” In practice, Consumers are becoming more mindful of what happens to products when they are finished using them. Retailers are having to respond by understanding more about their supply chains and making them more trans- parent for consumers. Customers expect unique, ex- periential, experiences, both in store and online. Options here include curated marketplaces, connected spaces or digital journeys, creating an emotion- al connection to their shop- ping experience. “Proliferation of choice is leading to more consumers looking to market- places to provide curated expe- riences that no single retailer can offer.” E-tail is playing an increasingly important and creative role in the customer experience. 5G is coming will fuel the growth of connected space and immersive experi- ences.


Personalising the experience Delivering a personalised in-store experience depends on a wide array of technology including


digital signs, aug-


mented and virtual reality, mo- bile sensors, computer vision technology and artificial intel- ligence. Integrating in-store with data derived online al- lows marketing messages and in-store screen content to be adjusted in real-time, ensuring information and promotions resonate with current custom- ers both online and in-store.


This move to integrated om- nichannel, depends on captur- ing in-store shopper behaviour insights into measurable and actionable data to integrate with web site and social me- dia information. For leading brands, cutting through the media noise is key to attracting consumers and turning them into customers. Studies show that 70% of the human brain is used for sight. and market- ing technology such as digital signs, elevate the way brands engage with consumers, drive sales and impact brand value. Influential shopper experiences need to be powered by an im- pactful digital communication strategy.


Digital marketing solutions open the opportunity for retail stores to level the playing field with e-commerce - fighting for greater market share by bring- ing elements of online shop- ping into the store, while offer- ing a memorable, personalized shopping experience. Before entering a store, shoppers have limitless access to information such as reviews, price com- parison and extensive product details. They know that online, their shopping experience will be relatively convenient and in- formative. Despite the growing share of e-commerce. shoppers are still drawn to bricks and mortar stores to retail stores. Marketers have a unique oppor- tunity to lean into this modern shopping behaviour, delivering all advantages of online shop- ping in-store combined with a memorable, experience that in- spires repeat store visits.


Data analytics


Using a combination of sen- sors and interactive displays data captured from shopper’s unique retail experiences can be analysed to produce action- able conclusions. For exam- ple, Scala’s Walkbase solution is


said to provide the same


dynamic responsiveness of e-commerce to brick-and-mor- tar stores. The platform takes raw data from multiple sources and turns it into actionable an- alytics in seconds, converting in-store shopper behaviour in- sights into measurable, action- able data that can be applied to a shopping experience in re- al-time. The solution is said to


provide deep knowledge about how shoppers are spending their time and money in the store.


The following questions about retail behaviour can be an- swered:


• How many people went past your stores and how many came in?


• What was their behaviour in the store? (Did they go to the shoe section or the grocery sec- tion first?)


• What were the bounce, en- gagement and conversion rates?


• How about loyalty patterns?


• How do you convert that knowledge into increased sales and brand loyalty?


Other advantages on in-store digital solutions include: “al- lowing retailers to deliver personalisation at scale; ad- justing marketing messages and in-store screen content to resonate with current custom- ers; making. Shop assistants’ tasks to be automated with digital solutions including ro- botics and self-service kiosks; freeing the assistants for cus- tomer service-related activities and tasks; assisting shoppers with product selection.” Digital solutions can also keep sales associates better informed about the range of items in the store via assisted selling solu- tions such as tablets equipped with product details.


More than ever before, customers are looking for an experience, for feelings and emotions. The online aspect is practical and certainly important but will never match up to what the physical store can offer: a stimulation of all the senses!


Fact file


150+ Players 800 Locations


Social media live feed Interactive Fitting Room Touchscreen with exciting content


Background


Hunkemöller is a household name in multiple countries. With 180 stores in the Neth- erlands and 100 in Belgium and Luxembourg, Hun- kemöller is market leader in the Benelux. So, the inter- nationally renowned lingerie chain was keen to go the extra mile.


Hunkemöller has opened high-profile flagship stores around Europe, recently in Maastricht and Amsterdam, the Netherlands. What made these stores a success? A well-thought-out concept that’s perfectly supported by some great technical features.


Unique Experience Continued on page 14 P12 AV News April 2020 V News November 2019


More than ever before, cus- tomers are looking for an experience, for feelings and emotions. The online aspect is practical and certainly im- portant but will never match up to what the physical store can offer: a stimulation of all the senses!


The experience fitting room is


Hunkemöller was founded in 1886, in Amsterdam, by Wil- helm Hunkemöller and his wife Josephina Lexis. Hunkemöller is an originally Dutch compa- ny and the largest high-street lingerie brand of the Benelux. With some 4,000 employees and more than 800 stores in 23 countries, Hunkemöller is


the perfect example of this. Us- ing a touch screen, customers can adjust the entire ambience in the fitting room.


Experience fitting room


The unique customer experi- ence has been a great success, partly by the use of Scala tech- nology and cooperation with DOBIT.


Naturally there’s a lot of tech- nology behind it, but there’s much more than that. Every- thing fits together perfectly: pink swinging doors, a fitting room bell and a soft carpet. The lighting and sound complete the effect.


By combining digital signage with interactivity, sound, light- ing and scent DOBIT created an unbelievable and personal- ized customer journey. This re- sulted in a perfect combination of useful and powerful technol- ogy and a very impressive shop experience.


About Hunkemöller


rapidly expanding through- out Europe. You can currently find our stores in the Nether- lands, Belgium, Luxembourg, France, Germany, Denmark, Saudi Arabia, Egypt, Spain, Aruba, Curaçao, Russia, Swe- den, Austria, Morocco and Bahrein. Hunkemöller has developed an Omnichannel strategy for expanding its op- erations through new stores, shop-in-shops, e-commerce and international franchising.


The experience in the latest flagship stores is unique. Hunkemöller tickles all your senses thanks to a surprising combination of pic- ture, sound, light and even scent!


Case Study 1


Hunkemöller personalises the shopping experience


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