微软&PSFK-2020零售趋势报告（英文）-2019.2-38页.pdf

withRetail Trends Playbook 2020Creating A Data-Driven, Intelligent Retail ModelRetail Trends Playbook 20202withTechnology within the retail space has primarily served to ensure transactional moments were quick and efficient. Now, retailers have an unprecedented opportunity to go a step further and leverage data-driven and digital technologies to elevate the customer experience in more meaningful ways. From creating new products to delivering specialized campaigns, machine learning, analytics and other technologies are empowering brands and retailers to understand their shoppers better and deliver differentiated, 1:1 experiences. As customers expectations for best-in-class shopping increase thanks to the immediacy and personalized relationships crafted by retail upstarts and ecommerce giants, data-led intelligence are essential to thrive in this competitive landscape. Introduction About This ReportThe Retail Trends Playbook 2020 is a report by business intelligence platform PSFK in partnership with Microsoft that presents key trends, best-in-class examples and strategies for executing intelligent retail with the aid of data-driven technologies. Supported with expert insights and key analyses of the global retail landscape and consumer needs, the Retail Trends Playbook 2020 will help brands and retailers define their strategic roadmaps for 2019 and beyond. Retail Trends Playbook 20203withWelcome To The World Of Consumer- Controlled RetailBy: Shelley Bransten, Corporate VP of Global Retail only 20% dislike them. 58% say they will sign up for personalized offers. Consumer Value Personalization: Up Your Game to Not Miss The Opportunity Report. Periscope by McKinsey, 2018Brands can utilize powerful algorithms to learn a consumers behaviors and preferences, reaching them at home more effectively than ever before. Advanced CRM and marketing systems develop a detailed shopper profile through repeated interactions and utilize this information to deliver proactive and personalized outbound marketing and tailored recommendations. Personalized OutreachRetail Trends Playbook 202014withClinch Technology company Clinch lets brands create dynamic and personalized Instagram stories at scale. A brand creates an interactive template for the ad, with attached souwrces for content assets like photos or graphics. Videos can be embedded with calls to action and even drive consumers to the closest location where a product or service is sold. The messages are then optimized in real time based on user engagement and data such as location, time of day and weather. Clinch.coStubHub Ticket exchange StubHubs holiday campaign uses artificial intelligence to personalize its holiday greetings which remixes various clips and songs depending on what kind of ticket is being gifted. In a partnership with www.giftrapper.com, users can create a customized rap by answering questions and the AI creates a personalized 60-second song, with verses tweaked for their specific circumstances. StubHub says there are 10,000 different combinations available, each resulting in a different video. bit.ly/2E4vbH1Monetate x Bazaarvoice Personalization platform Monetate and consumer-generated content firm Bazaarvoice partnered to increase personalization during this holiday season. Monetate will use Bazaarvoices shopper profiles to help brands create product recommendations aimed to turn first-time holiday shoppers into loyal customers after the holidays are over. The companies aim to use shoppers experiences and online behavior beyond one-time gift-buying to boost post-holiday consumer engagement strategies that improve brand loyalty.bit.ly/2E3gNidRetail Trends Playbook 202015withSupporting Data:70% of consumers say a companys understanding of their individual needs influences their loyalty, and 69% say the same of personalized customer care State Of The Connected Consumer. Salesforce, 201779% of consumers feel that brands must actively demonstrate that “they understand and care about me.Wantedness. Wunderman, 2018Know Your CustomersAnticipatory SupportAs retailers and brands take advantage of internet-enabled technologies alongside AI to better track and respond to shopper behaviors and purchasing habits, alongside broader contextual cues, service will shift from reactive to proactive. Customers will seek out companies who are equipped to offer this next level of personalization, which will evolve towards just-in-time assistance and predictive care.Retail Trends Playbook 202016withSalesforceThe cloud-based software company developed an IoT, data-based initiative called Salesforce IoT Insights to provide field assistants, service associates and customer- facing employees with automated IoT data via their mobile device, intended to allow employees to resolve issues before they become problematic. After connecting IoT devices to the cloud, this information is automatically available to human agents. The service can also cull additional information from Salesforce CRM platform. Agents can quickly solve upset issues before they occur or become an issue.salesforce.com/products/salesforce-iotFreebirdTravel rebooking service Freebird allows independent travelers or partnering companies to rebook flights after cancellations or other delays and disruptions. The company aggregates data from a large pool of flight data to better predict cancellations or delays and informs travelers of risks while offering alternative flights in 30 seconds or less. getfreebird.comAmazon AlexaAmazon created a patent that will allow its voice assistant Alexa to analyze users voices and detect signs of illness. Customers are then provided with relevant products or discounts before theres a need for medication. thebea.st/2PtJrLuRetail Trends Playbook 202017withDigital Transformation Strategies Leverage end-to-end data visibility to gain real-time insights into product usage in order to strengthen shopper profiles and allow for greater personalization. Go beyond transactional messaging by embedding meaningful experiences within the context of your marketing to help customers take action and achieve their goals. Experiment with subscription-based models and proactive notifications to ascertain if these added value services are important to your customers.Intelligent Retail In ActionNielsenNielsen is enabling retailers to put customersand insights about their customers at the center by connecting disparate sets of data to spot emerging trends and opportunities.Nielsen and Microsoft partnered together to offer an enterprise data solution that democratizes one of the largest consumer data sets in the world. The solution offers a unified platform for creating scalable, high-performance data environments. Their alliance grew out of a mutual commitment to helping retailers achieve growth through innovation. The two companies will continue to empower retailers to break down silos between customer and operational data to achieve insights through a new generation of retail solutions.bit.ly/Microsoft_NielsenRetail Trends Playbook 202018withEmpower Your EmployeesCompanies with highly engaged employees outperform their competitors by 147%. The Engaged Workplace. Gallup, 2018A superior retail experience starts with developing a frontline workforce that is knowledgeable and passionate about products and empowered to solve any problem. Companies are investing in collaborative communication tools and data-powered equipment that democratizes access to information, making analysis readily available to everyone within a company to deliver a more personalized experience. Empower Your EmployeesRetail Trends Playbook 202019withSupporting Data:83% of the retail decision makers and 74% of the store associates surveyed agreed that shoppers will have better experiences when associates are equipped with technology.Global Shopper Study. Zebra Technologies, 2018“Firstline Workers comprise the largest category of employees at most organizations as the face of the company, they play a role in just about every customer interaction and every product and service that is delivered. Empowering them to do their best work and leveraging their experiences to guide business decisions is a huge opportunity for businesses.Forrester Opportunity Snapshot: Equip Firstline Workers With Better Tools To Drive Engagement: December 2018”Despite collecting a variety of insights on individual shoppers from their online browsing behaviors, purchase history, loyalty membership and location, most companies fail to develop this information into an actionable customer view. New platforms are bringing these details to the forefront of retail interactions, enabling associates to recognize their customers and deliver personalized service and advice to improve the sales or service experience. Assisted ServiceRetail Trends Playbook 202020withMystore-EMystore-E, a startup based in Tel Aviv, provides retailers with an AI platform that mimics the experience of a website in a physical store. With the help of digital displays and aug- mented reality images, customers are able to try on accessories to see how each piece would look on them. Employees then receive suggestions on a mobile app for specific prod- ucts that customers might like based on their selections, as well as the stores most popular items.bit.ly/2NC9DGZMelissa ShoesMiami-based brand Melissa Shoes uses an opt-in facial recognition kiosks to recognize shoppers and notify sales associates of their arrival, providing employees with their previous purchases and preferences to enable a better buying experience. Customers take their photo upon entering the store and are recognized on subsequent visits with personalized greetings and service.bit.ly/2EuGOr4Eloquii Plus-size apparel retailer Eloquiis Curated Campaigns product gives sales associates the ability to visually curate product selections and send personalized recommendations to shoppers, who can then respond directly to the email, click a link to purchase the product online or visit their local store to finish the purchase. emdgroup.com/enEmpower Your EmployeesRetail Trends Playbook 202021withSupporting Data:“Assistance is really the new battleground for growth. As expectations of the empowered consumer continue to rise, the most assistive brands will win.” Allan Thygesen. President of the Americas, Google64% of consumers have avoided brands, including both physical and online retailers, because of a bad experience in the last year.The Customer Experience Tipping Point Study. Medallia and Ipsos, 2018Dynamic DecisionsAs new merchandise arrives, special offers change and inventory levels fluctuate, sales staff are required to constantly update their knowledge base from shift to shift and even hour to hour. Given the dynamic nature of the retail environment and demands on their time, this can prove to be a challenging task. To help employees better respond to immediate issues or improve the store operations with a forward looking view, companies are equipping their employees with AI-enabled tools that provide in-the- moment access to key information and analytics and streamline communications between staff.Retail Trends Playbook 202022withH&MThe fast-fashion retailer H&M deployed the Convos Retail Social Collaboration Platform to allow its US employees to communicate with each other and receive real-time updates on store issues through a newsfeed-inspired interface that allows employees to weigh in and collaborate on things like merchandise displays, sales and store- related conditions.bit.ly/2EsCgB9KohlsDepartment store Kohls gives its store managers a dashboard equipped with local consumer data, data from similar stores and machine learning analytics to provide them with weekly tasks that can be used to improve store performance. Store managers can receive recommendations on merchandising appearances to maximize sales, learn how inventory will sell based on online search data and staffing recommendations. bit.ly/2DNpBbLWalmartTo empower its employees to make more informed decisions, Walmart provides associates with a mobile store device equipped with custom-built apps that inform them of real-time information like arriving shipments, out-of-stocks and product locations. The Availability app automates information about out-of-stocks and allows associates to determine the store performance and the root of the product stock out. The Downstock app constantly updates information about product locations.bit.ly/2S566iaRetail Trends Playbook 202023withDigital Transformation Strategies Give associates hands- on training with tools and technologies that will be used in their day-to-day roles Consider how data or information is displayed to ensure its digestible and actionable for associates and managers Integrate AI into these platforms to proactively serve information or alerts and add an additional layer of analysis Equip your in-store sales associates with digital tools that provide them with a profile of each shopper, including online order/ browsing history, past purchases, etc, in order to offer more relevant recommendations Explore how partner technologies can be tailored to effectively address your employees most common and labor- intensive challenges Intelligent Retail In ActionGapGap Inc. is betting on cloud technologies to create a modern workplace for employ- ees around the globe and to create new customer experiences across its family of brands. Gap will migrate hundreds of applications to Microsoft Azure to gain a com- prehensive view of the customer and support a more seamless customer experience across digital and physical stores.Employees will use Microsoft 365 collaboration tools to facilitate communication and productivity. These capabilities will scale to the entire portfolio of Gap brands and products across multiple channels in more than 90 countries, and over 3,100 company-operated stores. This type of transformation allows Gap to respond with agility within a quickly evolving retail landscape and increasing expectations from consumers for personalized experiences.bit.ly/Microsoft_GapEnable An Intelligent Supply ChainRetail Trends Playbook 202024with“Today, the supply chain has evolved into a critical component of a companys ability to satisfy customers, drive profitable growth and deliver new innovations to the market.”Allan Dow. President of LogilityThe optimal infrastructure is crucial for retailers to reduce costs, meet rising consumer needs and perfect communication between suppliers and partners. Retailers are adopting a 360-degree view