SHOPPING REINVENTED

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NEXTNEXT- GENERATION BIG TICKET RETAILING

ONE OF TODAY S GREATEST CHALLENGES
Rapidly Evolving Market Conditions Are Changing the Way Consumers Search for, Evaluate, and Purchase Goods and Services

WILL DEFINE BIG TICKET RETAIL TOMORROW

The Average Consumer is Bombarded with 34GB of Data per Day
Total Amount of Data in Existence in 2010 = ~1.2ZB ~1.2ZB Wal*Mart Wal*Mart Databases are Estimated to be >2.5PB >2.5PB
Megabyte | Gigabyte | Terabyte | Petabyte | Exabyte | Zettabyte | Yottabyte Zettabyte

UNPRECEDENTED SHOPPER DATA
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ENGAGEMENT IS MANDATORY
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ENGAGEMENT IS MANDATORY
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SMARTPHONES REACH THE MAINSTREAM
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COMPETITIVE SHOPPING« FROM INSIDE YOUR STORE
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Shoppers are telling us they want to

Shop Where they Connect«and Connect Where they Shop

³IT¶S ALL ABOUT ME´
(AND 10,000 OF MY CLOSEST FRIENDS)
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$1Trillion
in store sales will be influenced by the Internet in 20121
1- Forrester Research 2009

SHOPPERS CONTINUE THEIR RELENTLESS MIGRATION ACROSS CHANNELS
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ALLALL - CHANNEL IS THE NEW CROSS - CHANNEL CROSSINTRO SOCIAL MOBILE SHOP IN HD A/R VISUAL CLOSING

NEW TECHNOLOGIES

+ + =NEW RETAIL REALITY A
NEW EXPECTATIONS NEW BEHAVIORS
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NEW RULES FOR A NEW REALITY
Big Ticket Retailers Must Aspire to Be« ERP Platforms Must Be«

OMNIPRESENT
Available anytime, anywhere customers choose to engage and interact.

EVERYWHERE
Able to deliver personalized & seamless experiences wherever the customer is.

OMNIPOTENT
Always aware of each customer¶s unique history, choices, behaviors, and expectations.

CONNECTED
Able to deliver consistent inventory, prices, and promotions relevant to each customer in every channel.

OMNISCIENT
Constantly learning from customer behavior to anticipate needs, personalize experiences, stay relevant.
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ADAPTIVE
Flexible enough to adapt to evereverchanging technology, expectations, and market conditions.
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SHOPPING REINVENTED
13
BACKGROUND LOOKING AHE AD SHOPPING REINVEN TED SOLUTION S APPENDIX

µS¶ IS FOR SOCIAL:
SHARING, SERVICE, SHOPPING

Do You Have A Social Strategy?

99%
of Surveyed Retailers Currently Have or Plan to Have a Facebook Fan Page1
1 - -eTailing Group and Power Reviews 2009

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Do You Have A Social Strategy?

91%
of Surveyed Retailers Currently Plan to Use Twitter for Status Updates by 2011
Twitter.com/EscalateRetail
1 - -eTailing Group and Power Reviews 2009

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Do You Have A Social Strategy?

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SOCIAL IS FOR SHARING

YOUR MESSAGE, YOUR PROMOTIONS, YOUR CATALOG
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SOCIAL IS FOR SHARING

THEIR OPINIONS , THEIR OPINIONS, PURCHASES«THEIR QUESTIONS
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SOCIAL IS FOR SHARING

THEIR OPINIONS , THEIR OPINIONS, PURCHASES«THEIR QUESTIONS
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SOCIAL IS FOR SUPPORT

@ Twitter is a lightning-fast platform that can help sift through and solve problems quickly @ Customer service via Twitter often takes less time and less money than a call center call @ Twitter is one of the most viral platforms around, which can turn one happy customer into an international story

FASTER, CHEAPER, MORE VISIBLE AND«GOOD FOR YOUR BRAND???
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SOCIAL IS FOR SHOPPING
Shoppers expect us to leverage their networks to create Social Shopping experiences:
User Reviews, Shop Together, Deal Feeds, Group Buys, Popularity Lists, Auctions, Social Network Storefronts, Share-With-Your-Network, etc.

SOCIAL SHOPPING ( noun ) noun)
COMBINING E - COMMERCE AND TRADITIONAL SHOPPING EIN A SOCIAL NETWORKING ENVIRONMENT
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SOCIAL IS FOR SHOPPING

SOCIAL SHOPPING ( noun ) noun)
COMBINING E - COMMERCE AND TRADITIONAL SHOPPING EIN A SOCIAL NETWORKING ENVIRONMENT
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Home Décor

Yes I do! Plenty of room for my remote controls! I gave it a ³test run´ in the store ± very comfortable!

Great! Go ahead and order it!

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SOCIAL IS SYNONYMOUS

THE WEB IS NOW CONNECTED IN A FAR MORE COHESIVE WAY
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SOCIAL IS CATCHING ON WITH THE BIGGEST HF COMPANIES«

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DEVELOPING A COHESIVE SOCIAL STRATEGY
It¶s cheap (but not free), and relatively easy to start, but requires commitment and a plan:
± People: Who are you trying to engage? Be specific and prioritize them. It can't be everyone. ± Objectives: What are you trying to achieve? Is it about listening, talking, or energizing? How will you measure it? ± Strategies: What will it look like when you're done? Start with the end in mind and visualize how customer relationships will change. ± Technologies: What are the tools you plan to use? Hint: Don't pick the tools first.

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MAKING GOOD ON THE POTENTIAL OF MOBILITY

SMARTPHONES ARE FAST BECOMING DOMINANT WEB ACCESS DEVICE*

2013
Cell phones will be the most common device used for browsing the web
± Browser-equipped phones:1.83 billion ± PC¶s & other ³old fashioned´ computers: 1.78 billion

2015
Cell phones will become the majority of the world¶s primary browsing device
*Source: Gartner Research
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Of consumers with the ability to download applications to their mobile phones have downloaded shopping applications*
* Thomas/Ferrous Inc. and Q&A Research

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HF INDUSTRY HAS THUS FAR BEEN SLOW TO EMBRACE MOBILITY
‡ Customer service is an easy win
± Delivery status ± Repair status ± Product Availability

‡ Mobile marketing also has potential for quick payback
± Promotions ± Contests ± Special Offers
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Ashley Furniture (Carolinas) ~$122 in Revenue for Every Dollar Spent on SMS Secret Sale Campaign.

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HF INDUSTRY HAS THUS FAR BEEN SLOW TO EMBRACE MOBILITY
‡ Customer service is an easy win
± Delivery status ± Repair status ± Product Availability

‡ Mobile marketing also has potential for quick payback
± Promotions ± Contests ± Special Offers
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Ashley Furniture (Carolinas) ~$122 in Revenue for Every Dollar Spent on SMS Secret Sale Campaign.

Rock/Paper/Scissors ‡ 100 loyalty points ‡ 66% Response Rate
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SOCIAL

QR CODE SCANNING MAKES MOBILE BROWSING EASY
‡ Quick Response Codes are beginning to get a foothold in North America ‡ Cameras on cell phones read the QR code and navigate browser to a designated URL
± Eliminating clumsy typing of long URLs
QR Code

TEXAS STADIUM, WORLD¶S LARGEST HDTV
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MICROSOFT TAG: TAKING QR CODES TO ANOTHER LEVEL
‡ New design readable by lesser cameras installed in cell phones ‡ Cameras can read very small tags
± Preserving expensive catalog real estate

Microsoft Tag

‡ Only the serial# is actually embedded in the Tag
± Opens up exciting analytics possibilities

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BRINGING PRODUCTS TO LIFE ± WHEREVER CUSTOMERS ARE BROWSING

Ralph Lauren: Ran a series of ads promoting exclusive US Open Tennis apparel that linked readers to product information and opportunities to purchase on their phone

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BRINGING FEATURES TO LIFE ± WHEREVER CUSTOMERS ARE BROWSING

Ford Taurus: Leading users to a site featuring six different video clips explaining the exciting aspects of Taurus new technology

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BRINGING YOUR BRAND TO LIFE ± INSIDE YOUR SHOWROOMS
Empower your customers with the kind of detailed product information they need to make an informed buying decision ‡ Deep Product Details ‡ Customer Reviews ‡ Inventory Availability ‡ Personalized Recommendations ‡ Personalized Offers ‡ All-Channel Customer History ‡ Virtual Living Room ‡ Loyalty Status ‡ Related Items and Cross-Sells ‡ Social Networking
POCKET KIOSK
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CASE STUDY: SIMMONS BRINGS THEIR PRODUCTS TO LIFE IN SHOWROOMS
Simmons: Now places QR Codes on merchandise and produced mobile-friendly content to enrich the showroom shopping experience.

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IMAGINE THE POSSIBILITIES IN YOUR SHOWROOMS«A QUICK LOOK

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GETTING STARTED: WHAT YOU CAN DO TODAY
‡ Investigate your customers¶ adoption of mobile phones as shopping tools ‡ Start small and capture phone numbers
± Contests, rewards, etc. ± Service updates

‡ Understand how easily your systems can expose key data elements
± ± ± ± Inventory Sales Order Status Customer

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AUGMENTED ADVERTISING AND MARKETING

ADDING LIFE TO PRINT« BY ADDING DIMENSION
Augmented Reality Bringing print media to life How it Works A camera ³reads´ information that¶s on a physical object and converts it into digital content that it lays over the real-world image that the camera has recorded
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PUBLISHERS HAVE BEGUN AUGMENTING«

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AND SEVERAL BIG BRANDS HAVE BEGUN AUGMENTING«

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AUMENTED REALITY TEST DRIVES

BMW Z4 ³ROAD ART´
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AUMENTED REALITY TEST DRIVES

‡ Well-coordinated crosschannel campaign ‡ Lots of ³sizzle´ ‡ High novelty factor ‡ Extremely engaging experience

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AUGMENTED REALITY AT WORK« SELLING FURNITURE

Let¶s Take A Look at a Recent Wal-Mart Ad for Teen Bedroom Furnishings

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AUGMENTED REALITY AT WORK« SELLING FURNITURE

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MOBILE DEVELOPERS HAVE BEGUN AUGMENTING, TOO

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MYDECO.COM: 75,000 ITEMS IN AN A/R CATALOGUE FOR iPHONE

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YELP:TAKING A/R TO THE STREETS YELP:

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IMAGINE THE POSSIBILITIES WITH YOUR BRAND«
(754 Reviews)
Slumberland Furniture, Lincoln NE

SAME DAY DELIVERY
On All Purchases Before 6:00 p.m.

ULTIMATE SALE!
Through Labor Day!

JUST ARRIVED
New Natuzzi Leather Collections

What if we applied similar technology to furniture retail?

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SUMMARY & CONCLUSIONS

BIG TICKET RETAILERS ARE REINVENTING SHOPPING«

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2modern

2,016 Followers

1,376 Fans

http://2modern.com
10,000 Readers
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THE TIME TO EXPLOIT THOSE OPPORTUNITIES«IS NOW
‡ Market conditions, technology, connectivity are clearly working together to change consumer expectations and behaviors ‡ It¶s time to take stock of our strategies and look for ways to evaluate, exploit, and expand the opportunities inherent in today¶s rapidly evolving consumer landscape«

REINVENT SHOPPING
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Escalate All-Channel Commerce
CONNECTED ‡ ADAPTIVE ‡ EVERYWHERE

B2C & B2B Web

Call Center

Smartphone

Point of Service/COEM

Kiosk

Social Shopping

Escalate Sales Gateway Escalate COEM Escalate Enterprise1 FurnishNet

Warehouses

Suppliers & 3PL

Stores

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WHAT WILL WE BE TALKING ABOUT NEXT YEAR?

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THANK YOU
dbruno@escalate.com

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