Blog: Sådan rider detailhandlen på den digitale eksplosion

Digital teknologi åbner en vrimmel af virkemidler for detailhandlen i 2017. Den afgørende faktor, som branchen skal erkende, er, at smartphones nu er forbrugernes ekstra arm.

Det mener min amerikanske kollega, Client Service Director Samantha Holland fra IPG MediaLab i New York – det kreative tech-ben i Mediabrands-koncernen.

Af Michael Ingemann, Chief Digital Officer, Mediabrands Danmark

Samantha og jeg talte for nylig til en stor forsamling af danske retailers på en konference i København, arrangeret af Mediabrands-bureauet iRetail. Efter konferencen satte jeg mig ned med hende. Vi fik en snak om, hvor den globale retail scene bevæger sig hen, og hvad trends og tendenser betyder for Europa, Skandinavien og Danmark. Vores samtale blev til denne Q&A – god læselyst:

Den sprudlende tech innovation ændrer også detailhandlens
arbejdsbetingelser. Hvad er dén hovedtrend, som branchen skal holde sig for øje?

Samantha Holland(SH): ”Det er mobiltelefonen, den er blevet forbrugernes ekstra arm. Der er mere end 2 mia. mennesker der går rundt med en mobil i lommen. Vore liv og devices er helt integreret. Når det handler om retail, så ved vi, at 71 % af amerikanerne bruger deres mobil som indkøbsassistent i selve butikken. Sagt med et glimt i øjet – måske skal vi udvide Maslow’s behovspyramide. Det viser sig, at vores livslykke afhænger af et batteri, at være tilkoblet og noget der er værd at fotografere. Som vi kan sende til venner.”

Michael Ingemann(MI): ”Jeg er enig i smartphonens centrale rolle. I Danmark er tallene i hvert fald ikke mindre. Jeg tror, vi kommer til at bevæge os rigtig langt inden for mobilbetaling. Det skal nok vinde frem i 2017. Vidste du, at over halvdelen af danskerne har downloadet den samme app til at overføre penge samt betale i butikker? Forestil dig, hvis mere end 150.000.000 amerikanere sømløst kunne overføre penge til hinanden. Så kunne I jo passende lægge checkhæftet i graven.”

SH: ”Samhørigheden med mobilen betyder, at detailhandlen vinder ved at skærpe kundernes tilfredshed i butikken. De skal sikre kunderne strøm til mobilen, wifi og tilbyde engagerende indhold. Det kan være store digitale installationer med brugergeneret indhold – som vi for nylig udviklede for NYX Cosmetic’s flagskibsbutik (på Manhatten) – eller blot et tegnet skilt foran butikken med en pudsig kommentar, der er sjov at dele.”

MI: Jeg er enig i, at mobilen er en afgørende faktor fremover, men jeg synes der ligger et skisma i, om man skal bruge installeret tech på den fysiske location, eller om man skal opfordre til at folk bruger deres eget devices/mobil.”

Tech-innovation knopskyder i overraskende retninger, der åbner nye muligheder for detailhandlen. Hvad vil du fremhæve?

SH: ”Det mobile økosystem betyder, at fysiske butikker har vidtfavnende muligheder for at udnytte alle nye digitale relationer og virkemidler. Det handler f.eks. om mobilbetaling, loyalitetsprogrammer og CRM systemer, der indbefatter hele indkøbs cyklussen. Ny teknologi fører til, at fysiske butikker kan indtage en anden rolle som digitale distributionscentre, hvor retailers har langt lettere ved at interagere med kunderne. I forlængelse af det har digitale platforme også åbnet en ladeport for brands, der får lettere adgang til købsprocessen. Det handler om stigende automation og kunstig intelligens, som åbner store muligheder for at revolutionere kundeplejen.”

SH: ”En overraskende udvikling, der næppe var tænkt på, er, at retail-brands nu kan automatisere de simple kunderelationer via Chatbots på Messenger platforme, som f.eks. Facebook Messenger. Vi tror, at fremtiden for digital marketing handler om kontinuerlig dialog. Evnen til at føre samtaler på samme platform, som kunderne benytter til private samtaler, er derfor en meget stærk position.”

MI: ”Ja, det er et spændende potentiale, men 1 til 1 dialog med kunden fører også til, at man som brand skal parat til at være mere for færre.”
Hvordan bruger retailers social media aktivt til deres egen fordel?
SH: ”Social media har enorm indflydelse på kundernes præferencer, før de træder ind i butikken. Når de først står dér, skal detailhandlen opmuntre dem til at skabe eget indhold, som de så deler. Det kan være enkle fotos af det tøj, de prøver. Med Snapchat er de hurtige delinger blot accelereret. Vi har set, at brands som Lilly Pulitzer (fritidstøj til kvinder) skabe sponseret Snapchat Geo filtre omkring deres butikker i samme mønster som deres nye mærker.”

MI: ”I Danmark og Norden tror jeg, denne del handler om, at vi bliver lidt mere risikovillige, og at vi tør prøve nogle ting af. Som befolkningsgruppe har vi lidt en tendens til helst at ville være på den sikre side, inden vi prøver nye ting. Det kan vi godt smide lidt, når det kommer til at drive forretning og marketing.”

Flere mere generelle indtryk og tips?

SH: ”Vær åben for at eksperimentere med alle slags kanaler for at opnå viden om, hvorledes dine kunder ønsker at møde dine produkter. Men vær varsom med at kaster dig over ny teknologi blot for teknologiens skyld! Mange tech-baseret ideer mislykkes. Vi anbefaler små skridt i afprøvning af emerging platforme for at teste vandene.”

”De retail-brands, der selv ejer deres forretning, skal i gang med at indsamle brugerdata, og bygge online og offline CRM systemer; og iværksætte mobilbetaling og opbygge butiks incitamenter, der stimulerer til konvertering og til større basket size.”

MI: ”Når vi taler data, skal vi huske, at der er forskel på den måde data indsamles og bruges i USA og i Europa. Jeg synes, jeg ser en tendens til, at vi er bange for brug af data. Det mener jeg egentlig ikke, vi behøver være. Vi har i EU en god lovgivning, som beskytter os som forbrugere. Men, fremadrettet ligger der et kæmpe ansvar ift. at bruge den data til noget godt. Det må være brands og marketeers ansvar, at vi ikke bare jagter folk rundt på nettet, baseret på de produkter, som der sidst blev klikket på.”

SH: ”I den mere pudsige afdeling ser vi i USA, at det især er pizza brands, der er iført den eksperimenterede førertrøje. De tester teknologien, og det er kommet så vidt, at en af vores nøgle benchmarks for enhver ny platform er: ”Kan den bestille en pizza?”

MI: ”Ha ha, i Danmark ville det nok gå på, om enheden kan lave kaffe.”

Skal vi vænne os til at skue mod himlen og afvente, at der lander en drone med vores dagligvarer?

SH: ”Droner har haft udfordringer med ny sikkerhedslovgivning i USA, men Amazon og Chipotle eksperimenterer med luftbårne vareleveringer. Ikke alle forbrugere er dog trygge ved droner, der ”dropper” ned fra himlen. Ikke desto mindre er det interessant at forestille sig en fremtid f.eks. med små robotkøretøjer. Det lyder kostbart, men det er ikke kun kæmpe brands, der kan tænke i den retning. Nu kan mindre brands i USA trække på Uber Rush og On Fleet, der bringer varer frem til folks gadedør.”

MI: ”Jeg forventer mig egentlig ret meget af Uber Rush. Det tror jeg på, før jeg tror på flyvende droner i gaderne. Men det ser ud til, at den medfart, Uber har fået i Danmark, betyder, at de kan få svært ved at slå rigtig igennem.”

Kan man forestille sig, at en stor andel af befolkningen afviser ny teknologi, dropper ud af Facebook og søger en mere analog livsstil?

SH: ”Husk, at vi i årevis kaldte mobilen for ny teknologi. Det, vi kalder teknologi i dag, er allerede så integreret i vores kultur, at det ikke kan afvises, med mindre en naturkatastrofe efterlader os alle offline igen. Men det er naturligvis en mulighed, at enkelte trends afvises af befolkningen. Eller at eksempelvis Facebook afløses af noget andet – måske Snapchat. Det afgørende er, at retailers altid opsøger indsigt i, hvorledes deres brands bedst gør på en given platform.”

Håber ovenstående giver et indblik i de tanker og ideer, vi tumler med på både nationalt og internationalt niveau. Giver det anledning til spørgsmål eller kommentar, så kontakt mig på 31 78 50 74.

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