wired retail 2016: key takeaways - deborah weinswig...finally, jody medich, director of design at...
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1 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
NOVEMBER18,2016
Wired Retail 2016: Key Takeaways
1) As e-commerce booms, companies are innovating to overcome the challengesinherentinsendinganddeliveringonlineorders.
2) Amazon is launching private-label products based on the transaction data itgathers—and other retailers and brand ownerswill need to “own” data derivedfrompurchaseanduseoftheirproducts.
3) Retail is set to see a dematerializing trend, with services such as virtual fittingrooms and augmented-reality apps taking the place of physical objects andservices.
OnNovember16,FungGlobalRetail&Technology’sLondonteamattendedtheWiredRetail2016conference inLondon.Herearesomeofourkeytakeawaysfromtheone-dayconference.
MAKINGLOGISTICSMORERESPONSIVETOTHEDEMANDSOFANE-COMMERCEAGE
The conference kicked offwith a session on some of the innovative logistics servicesthatcompaniesareintroducing.TwostandoutexamplesareShypandFetchr.
Shyp: Online marketplaces are booming, and Shyp focuses on the “pain point” forsellers using these marketplaces—shipping the products that they have sold. ThecompanyoffersaservicewherebysellersonsitessuchaseBaycanhavetheirproductcollected,thencentrallypackedbyShypbeforebeingshippedthroughregularcarrierssuchasDHL.ShypCEOKevinGibbonnotedthatthecompanyfocusesonthe“first-mileexperience,” which can prove a major barrier to would-be sellers on marketplaces.Reflectingthis,hesaidthathalfofShypuserswhoselloneBayhadneversoldonthatplatformbeforeusingShyp.Theserviceisnowbeingrolledouttobusinesssellers.
2 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
NOVEMBER18,2016
HowShypworkswitheBaySource:FungGlobalRetail&Technology
Fetchr:Focusingontheboominge-commercechannelinemergingmarkets,Fetchralsopromises to help businesses overcome significant barriers—notably, the paucity offormal,recordedaddressesthatmakeshomedeliveryproblematic.FetchrusestheGPSsignal from the recipient’s mobile phone to enable its delivery drivers to locate therecipient, bypassing the hassle of phone calls to the customer to ask for directions.FetchrCEOIdrissAlRifaisaidthecompanymanages97%same-dayornext-daydelivery.
Emerging-marketchallenges,accordingtoFetchrSource:FungGlobalRetail&Technology
THEINTERNETOFTHINGSANDCONNECTEDRETAIL
Retail sees a disconnect between the highly tech-focused online channel and its low-techphysicalstores,claimedNiallMurphy,CEOofsoftwarecompanyEvrything.ThisislikelytochangeasmoreobjectsbecomeconnectedtotheInternetofThings—includingtheapproximately95%oftheworld’stotalgoodsthatare“highvelocity,”suchasfood,drinkandapparelproducts.Productswillbe“borndigital,”Murphysaid,witheachitemhavingadigitalidentitystoredinthecloud.
The conclusion? Brands will need their own data to survive and flourish. Amazon isalready launching private-label products based on the transaction data it has—and
3 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
NOVEMBER18,2016
brandownersandrivalretailerswillneedto“own”dataderivedfrompurchaseanduseoftheirproducts.
NEWBUSINESSMODELSDISRUPTINGRETAILCATGORIES
Manyofour readerswillhaveheardofRent theRunway,a companyoffering fashionrentalsintheUS.WeheardfromitsUKcounterpart,ChicbyChoice,whoseCEO,FilipaNeto,made the argument that renting rather than buying clothes will becomemorecommon:
• Millennialsarekey: fully46%ofthisagegroupare interested inrentingclothes,withoneinfivewillingtospend£200permonthonsuchrentals,Netosaid.
• At the same time, only one-third of millennials are willing to buy items at fullprice.
• Fully95%ofapparel rentersare tryingabrand for the first time—whichmeansthatrentalcompaniesaregivingapparelbrandsaccesstonewcustomers.
Neto also outlined how Chic by Choice operates. It sources premium brands atwholesale,rentsthemmultipletimesandthenresellsthemonconsignmentsitessuchasVestiaireCollectiveandTheRealReal.
Weheard fromUS firmCasper,which has challenged the traditionalmodel of sellingmattresses.Whilemattressesmaynotbeanexcitingcategory, thecompany isagoodexampleofhowafirmcanshakeupasectorthatdoesnotworkwellforconsumers.Theexperience of buying amattress can be “terrible,” said Casper Co-Founder and ChiefProductOfficer Jeff Chapin. They are often overpriced, it is difficult for consumers tocomparepricesandstoresoftenusehardsellingtechniques.
Caspershookupthecategoryby:
• Launching as an online-only retailer, with a simple design and strong branding.Some90%ofitsproductisair,meaningthatitiseasilypackable.
• Deploying in-market A/B testing of products, including tracking returns ondifferentvariations.
• Engagingcustomersinproductdevelopment,suchasinitsCasperLabsprogram.
• Bringing online to the offline world, with a mattress showroom truck, pop-upstoresandflagshipshowroomsthatfocusonhostingeventsratherthanonsellingproduct.
Theresultisahostoffansandcelebrityendorsements,whichhavehelpeddevelopthebrand throughword ofmouth and on social media. Casper’s revenues reached $100millionin2015andthecompanyisaimingfor$200millionin2016.
NEWOPPORTUNITIESFORRETAILINDATA
Wealsoheardfromseveralcompaniesthatareleveragingtheboomindatatoimproveretailperformance.
Consumerdemandhasbecomelacklusterandtheartofsellingisdisappearinginretail.Software firmRubikloudpromises tohelp retailers shiftback toactively selling: ithashelped a Chinese buying platform build a network of 200,000 and has assisted a USretailerindrivingsalesthroughmachinelearning.
4 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
NOVEMBER18,2016
BlueYonderclaimsitcanoptimizeupto99%ofdecisionsinretail,includingwhattypesof products to order and how to price them. The company hasworkedwithGermangrocery and apparel retailers to help them grow sales, reduce returns and improveservice.
Black Swan uses the Internet as a giant, global focus group to identify trends. It usespredictiveanalyticsthatarebasedonwhatpeoplearesaying,searchingforandbuyingonline.ThecompanyhaspredictedcoldandfluoutbreaksandforecastthepopularityofvariousDisneycharacters.
E-commercefacesabigprobleminpersistentlylowconversionrates:just3%ofvisitstoane-commercesite,onaverage,converttoasale.SentientTechnologiesthinksthisispartlybecausewebsitesrequireconsumerstodoalltheworkinsearchingorbrowsingforproducts.Thecompanyusesvisualsystemsthatbreakdownthecharacteristicsofaproductandsurfaceresultsbasedonthecharacteristicsthatshoppersbrowse.SentientTechnologies alsooffers evolutionarywebsite technologies that test thousandsof sitevariants live,whichenablesa continuousevolutionofwebsitesbasedonwhatprovesmostpopular.
VisualsearchfromSentientTechnologiesSource:FungGlobalRetail&Technology
EXPONENTIALTECHNOLOGIESANDADEMATERIALIZINGWORLD
Finally, JodyMedich, Director of Design at Singularity University Labs, outlined howdisruptivetechnologiesaresettochangeoureverydaylives.
• Augmentedrealityissettobe“ubiquitous,”Medichpredicted.Shesuggestedthatproducts such as contact lenses that can record and play backwhat thewearerseesandhaptic technology—whichallowsusers tovirtually “feel”products—willbecommonplace.
• 3D“nativeauthoring”willchangehowwerepresentinformationvisually—shiftingit from 2D images to 3D visualizations. Innovations such as Google’s Tilt Brush,AutodeskforMicrosoft’sHoloLensand3Dprintingwilladdthatextradimension.
5 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
NOVEMBER18,2016
• Wehave seen ourworld “dematerialize,”Medich said. Objects (hardware) havemigrated into software, such as that used in smartphones:wehave seen this inmusicandphotography, forexample. Soon,wewill seea similardematerializingtrend in retail, with virtual fitting rooms and augmented-reality apps replacingphysicalobjectsandserviceswithvirtualcounterparts.
Storescouldseeadematerializingtrend,accordingtoSingularityUniversityLabsSource:FungGlobalRetail&Technology
6 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
NOVEMBER18,2016
DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:86.186.1420.3016deborahweinswig@fung1937.comJohnMercerSeniorAnalyst
HONGKONG:8thFloor,LiFungTower888CheungShaWanRoad,KowloonHongKongTel:85223004406LONDON:242–246MaryleboneRoadLondon,NW16JQUnitedKingdomTel:44(0)2076168988NEWYORK:1359Broadway,9thFloorNewYork,NY10018Tel:6468397017
FungGlobalRetailTech.com
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