Samantha Starmer is a former VP of Global Digital Experiences who is now passionate about creating great customer experiences across channels. She discusses how retail is being disrupted by new technologies like chatbots, voice shopping, augmented reality, and concept stores without staff. However, the physical store is not dead and remains important for discovery and experiences. Store 4.0 requires focusing on five pillars: starting with the customer, staying integrated across channels, breaking out of silos, using technology wisely, and focusing on the customer experience.
The document discusses the future of experience design and the concept of omnichannel experiences. Omnichannel experiences integrate digital and physical touchpoints to provide seamless, interconnected experiences for customers anytime and anywhere. The future of experience design lies in creating holistic experiences across all channels that understand customer context and needs. Omnichannel experiences enhance the physical with digital and move customers through a brand's spaces and services effortlessly.
Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.
How to Design for the Future - Cross Channel Experience Design
This document discusses cross-channel experience design. It begins by asking who the audience members are and what they hope to learn. It then discusses some of the key challenges of designing experiences across multiple channels like websites, mobile apps, physical stores, etc. The document presents five principles for cross-channel design: providing a consistent experience, making the experience convenient across channels, ensuring transitions between channels are connected, tailoring the experience to the user's current context, and designing experiences that span time across different touchpoints. It concludes by offering five methods for approaching cross-channel design, such as thinking in terms of services rather than individual channels, collaborating across organizational boundaries, testing designs by observing user behaviors, being comfortable with ambiguity and iteration
The document describes the need for designing cross-channel experiences that are consistent, convenient, connected, contextual, and span different touchpoints and times. It discusses examples of both good and bad cross-channel experiences, and outlines five principles for designing holistic experiences. Tools mentioned for mapping cross-channel experiences include stakeholder interviews, field research, touchpoint matrices, service inventories, and experience maps. The overall message is that users interact with brands through many different channels, so the design must consider the entire experience across all touchpoints.
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
The document provides guidance on designing holistic experiences by outlining strategies across four areas: expanding your mind, creating a vision, building a path, and just doing it. It suggests expanding one's mind by breaking out of silos, making new friends outside one's usual circles, getting outside of one's comfort zone, and finding comfort in discomfort. It recommends creating a vision by understanding the big picture, following a clear goal, storytelling to excite others, and leading change. It advises building a path by listening holistically, understanding executives' goals, managing stakeholders, and removing obstacles. Finally, it suggests just doing it by not waiting for permission, trying new things, using metrics, and starting small.
Samantha Starmer provides a framework for structuring presentations with 4 key principles: 1) Start with yourself by identifying your goal and style. 2) Learn the environment by understanding the audience and constraints. 3) Build the structure by freeing your mind and keeping the narrative. 4) Leave time to adjust through rehearsal and ensuring your main point is clear. She emphasizes remembering the one key thing you want the audience to take away and practicing well in advance of the presentation date.
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time.
The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions.
Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
Get a Seat at the Strategy Table - WebVisions 2011
To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.
Create Successful Cross Channel Experiences - IA Summit 2011
The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.
The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web.
The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.
Samantha Starmer discusses designing for a holistic customer experience across channels. She recommends starting by using metrics to understand customer journeys, mapping experiences, and listening holistically across channels like call centers, social media, and stores. Designing for a holistic experience means coordinating brand and information consistency and optimizing each channel's capabilities. It requires leaving one's comfort zone, collaborating cross-functionally, and letting go of control so the entire organization can focus on improving the customer experience.
Quantitative Information Architecture - Oz IA 2010
This document discusses how quantitative analytics can help drive information architecture (IA) decisions. It provides examples of the types of metrics that can be measured, such as traffic to different sections of a website, and how these metrics can be used to understand user behavior and improve the user experience. Quantitative data is presented as complementing, not replacing, qualitative research methods. The document advocates starting analytics efforts by clearly defining business questions and goals in order to focus measurement efforts and ensure the collected data will provide actionable insights.
1) Holistic information architecture is about designing integrated experiences across channels, platforms, and the digital and physical worlds.
2) Information, not technology, should be the foundation to connect experiences as users transition between different touchpoints.
3) An effective information architecture provides consistent and predictable pathways of information to tie together a user's experience holistically as they engage with a brand through various channels over time.
Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...
The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.
PPT on Retail Banking.
Introduction to Retail Banking
Let's start with an introduction to retail banking. Retail
banking, also known as consumer banking, involves providing
financial services to individual consumers rather than businesses. It
plays a crucial role in the financial system by offering services such
as savings accounts, loans, and credit cards. These services help
individuals manage their finances effectively and securely.
History of Retail Banking
Retail banking has a fascinating history. It began in ancient
times with temples providing loans. During medieval times, banks
like the Medici Bank emerged in Europe, offering services to both
merchants and individuals. The Industrial Revolution in the 18th and
19th centuries saw the establishment of modern banks, introducing
products like savings accounts and personal loans. The 1960s
brought about a significant change with the introduction of ATMs,
which revolutionized access to banking services. In the 21st century,
the digital revolution further transformed the industry, making
financial services more accessible through internet and mobile
banking.
Key Services Offered
Retail banks offer a variety of services. First, we have
deposits, which include savings accounts, checking accounts, and
fixed deposits. These accounts provide a secure place to store money
and earn interest. Next, there are loans, including personal loans,
home loans, and auto loans, which help individuals make major
purchases or investments. Lastly, credit and debit cards facilitate
cashless transactions and provide short-term credit for purchases.
Types of Retail Banking Accounts
Retail banks offer different types of accounts to meet various
needs. A savings account allows customers to store their money
securely while earning interest. A checking account provides easy
access to funds for daily transactions. Fixed deposits offer higher
interest rates for money that is locked in for a specific period.
Recurring deposits allow customers to make regular monthly deposits
that also earn interest.
Retail Banking Channels
Retail banking services are accessed through various
channels. Traditional branch banking involves visiting a physical bank
branch. Online banking allows customers to manage their accounts
and transactions via the internet. Mobile banking uses smartphone
apps for banking services on the go. ATMs, or automated teller
machines, provide cash withdrawals and other services without
needing to visit a branch.
Benefits of Retail Banking
Retail banking offers several benefits. It provides
convenience, allowing customers easy access to financial services.
Accessibility is another key benefit, as these services are available to
a wide range of customers. Finally, retail banks offer a variety of
financial products, from savings accounts to loans, to meet different
financial needs.
Challenges in Retail Banking
Despite its benefits, retail banking faces several challenges.
Retail Scan is a pioneer in India in 100% customized retail audits. Retail Scan has a proprietary app-based store tracking technology. Our well-trained auditors go on the field and capture the status of in-store merchandising elements like windows, assets, POSM elements, planograms, product availability on shelf, etc. through survey data and images.
Boost Engagement and Retention with MaxLearn’s Microlearning LMS.pdf
MaxLearn offers a cutting-edge microlearning platform that helps to create, deliver, and verify the courses with a click of a button to improve employee efficiency.
Kolkata’s KCC Gallery Store offers a wide range of eco-friendly craft and design supplies, from sustainable paper and natural paints to upcycled home decor and handmade accessories. Perfect for environmentally conscious creators.
Designing for Holistic Cross Channel ExperiencesSamantha Starmer
UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.
The document discusses the future of experience design and the concept of omnichannel experiences. Omnichannel experiences integrate digital and physical touchpoints to provide seamless, interconnected experiences for customers anytime and anywhere. The future of experience design lies in creating holistic experiences across all channels that understand customer context and needs. Omnichannel experiences enhance the physical with digital and move customers through a brand's spaces and services effortlessly.
Taxonomy Bootcamp 2012 Keynote - Improving Information InteractionsSamantha Starmer
This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.
How to Design for the Future - Cross Channel Experience DesignSamantha Starmer
This document discusses cross-channel experience design. It begins by asking who the audience members are and what they hope to learn. It then discusses some of the key challenges of designing experiences across multiple channels like websites, mobile apps, physical stores, etc. The document presents five principles for cross-channel design: providing a consistent experience, making the experience convenient across channels, ensuring transitions between channels are connected, tailoring the experience to the user's current context, and designing experiences that span time across different touchpoints. It concludes by offering five methods for approaching cross-channel design, such as thinking in terms of services rather than individual channels, collaborating across organizational boundaries, testing designs by observing user behaviors, being comfortable with ambiguity and iteration
The document describes the need for designing cross-channel experiences that are consistent, convenient, connected, contextual, and span different touchpoints and times. It discusses examples of both good and bad cross-channel experiences, and outlines five principles for designing holistic experiences. Tools mentioned for mapping cross-channel experiences include stakeholder interviews, field research, touchpoint matrices, service inventories, and experience maps. The overall message is that users interact with brands through many different channels, so the design must consider the entire experience across all touchpoints.
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011Samantha Starmer
The document provides guidance on designing holistic experiences by outlining strategies across four areas: expanding your mind, creating a vision, building a path, and just doing it. It suggests expanding one's mind by breaking out of silos, making new friends outside one's usual circles, getting outside of one's comfort zone, and finding comfort in discomfort. It recommends creating a vision by understanding the big picture, following a clear goal, storytelling to excite others, and leading change. It advises building a path by listening holistically, understanding executives' goals, managing stakeholders, and removing obstacles. Finally, it suggests just doing it by not waiting for permission, trying new things, using metrics, and starting small.
Structuring your Presentation - Cranky Talk 2011Samantha Starmer
Samantha Starmer provides a framework for structuring presentations with 4 key principles: 1) Start with yourself by identifying your goal and style. 2) Learn the environment by understanding the audience and constraints. 3) Build the structure by freeing your mind and keeping the narrative. 4) Leave time to adjust through rehearsal and ensuring your main point is clear. She emphasizes remembering the one key thing you want the audience to take away and practicing well in advance of the presentation date.
The Future of Design is Not Just the Web - Web Visions Workshop 2011Samantha Starmer
The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time.
The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions.
Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
Get a Seat at the Strategy Table - WebVisions 2011Samantha Starmer
To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.
Create Successful Cross Channel Experiences - IA Summit 2011Samantha Starmer
The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.
The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web.
The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.
Samantha Starmer discusses designing for a holistic customer experience across channels. She recommends starting by using metrics to understand customer journeys, mapping experiences, and listening holistically across channels like call centers, social media, and stores. Designing for a holistic experience means coordinating brand and information consistency and optimizing each channel's capabilities. It requires leaving one's comfort zone, collaborating cross-functionally, and letting go of control so the entire organization can focus on improving the customer experience.
Quantitative Information Architecture - Oz IA 2010Samantha Starmer
This document discusses how quantitative analytics can help drive information architecture (IA) decisions. It provides examples of the types of metrics that can be measured, such as traffic to different sections of a website, and how these metrics can be used to understand user behavior and improve the user experience. Quantitative data is presented as complementing, not replacing, qualitative research methods. The document advocates starting analytics efforts by clearly defining business questions and goals in order to focus measurement efforts and ensure the collected data will provide actionable insights.
1) Holistic information architecture is about designing integrated experiences across channels, platforms, and the digital and physical worlds.
2) Information, not technology, should be the foundation to connect experiences as users transition between different touchpoints.
3) An effective information architecture provides consistent and predictable pathways of information to tie together a user's experience holistically as they engage with a brand through various channels over time.
Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...Samantha Starmer
The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.
Presentation on Retail Banking - An OverviewAjay S
PPT on Retail Banking.
Introduction to Retail Banking
Let's start with an introduction to retail banking. Retail
banking, also known as consumer banking, involves providing
financial services to individual consumers rather than businesses. It
plays a crucial role in the financial system by offering services such
as savings accounts, loans, and credit cards. These services help
individuals manage their finances effectively and securely.
History of Retail Banking
Retail banking has a fascinating history. It began in ancient
times with temples providing loans. During medieval times, banks
like the Medici Bank emerged in Europe, offering services to both
merchants and individuals. The Industrial Revolution in the 18th and
19th centuries saw the establishment of modern banks, introducing
products like savings accounts and personal loans. The 1960s
brought about a significant change with the introduction of ATMs,
which revolutionized access to banking services. In the 21st century,
the digital revolution further transformed the industry, making
financial services more accessible through internet and mobile
banking.
Key Services Offered
Retail banks offer a variety of services. First, we have
deposits, which include savings accounts, checking accounts, and
fixed deposits. These accounts provide a secure place to store money
and earn interest. Next, there are loans, including personal loans,
home loans, and auto loans, which help individuals make major
purchases or investments. Lastly, credit and debit cards facilitate
cashless transactions and provide short-term credit for purchases.
Types of Retail Banking Accounts
Retail banks offer different types of accounts to meet various
needs. A savings account allows customers to store their money
securely while earning interest. A checking account provides easy
access to funds for daily transactions. Fixed deposits offer higher
interest rates for money that is locked in for a specific period.
Recurring deposits allow customers to make regular monthly deposits
that also earn interest.
Retail Banking Channels
Retail banking services are accessed through various
channels. Traditional branch banking involves visiting a physical bank
branch. Online banking allows customers to manage their accounts
and transactions via the internet. Mobile banking uses smartphone
apps for banking services on the go. ATMs, or automated teller
machines, provide cash withdrawals and other services without
needing to visit a branch.
Benefits of Retail Banking
Retail banking offers several benefits. It provides
convenience, allowing customers easy access to financial services.
Accessibility is another key benefit, as these services are available to
a wide range of customers. Finally, retail banks offer a variety of
financial products, from savings accounts to loans, to meet different
financial needs.
Challenges in Retail Banking
Despite its benefits, retail banking faces several challenges.
Retail Audit Program | Retail Store Audit ProcessRetail Scan
Retail Scan is a pioneer in India in 100% customized retail audits. Retail Scan has a proprietary app-based store tracking technology. Our well-trained auditors go on the field and capture the status of in-store merchandising elements like windows, assets, POSM elements, planograms, product availability on shelf, etc. through survey data and images.
Boost Engagement and Retention with MaxLearn’s Microlearning LMS.pdfakshaykumar888810
MaxLearn offers a cutting-edge microlearning platform that helps to create, deliver, and verify the courses with a click of a button to improve employee efficiency.
Kolkata’s KCC Gallery Store offers a wide range of eco-friendly craft and design supplies, from sustainable paper and natural paints to upcycled home decor and handmade accessories. Perfect for environmentally conscious creators.
How to Manage a House of Brands like P&G, Unilever and NestlePromptCloud
A "House of Brands" is a strategic model where a company owns and manages several distinct brands, allowing them to maintain their individual image and value proposition.
Examples include P&G, Unilever, and Nestle managing multiple brands in different product categories.
2. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
WHO AM I?
Formerly VP Global Digital Experiences,
Ralph Lauren
Also Razorfish, REI, Microsoft, Amazon
Masters degree instructor, conference chair,
writer and speaker
I’m passionate about creating GREAT
customer experiences, regardless of screen
or device; online or offline.
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 2
3. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
RETAIL IS DISRUPTED
“The magnitude of this disruption is unprecedented; is among a wide array of industry
sectors fighting the onslaught. In fact, the retail store of the past may well be dead...”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 3
4. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
“Microsoft chief executive Satya Nadella concluded ‘Bots are the new apps’ and will
become the primary…channel between businesses and shoppers…Marc Zuckerberg
[said] chatbots will replace contact center agents within the next decade.”
4
CHAT BOTS…
H&M Nordstrom eBay Burberry
5. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
VOICE SHOPPING…
“Even an 85-year-old woman can use this voice technology. That’s why there is a very
strong likelihood of this becoming the default way to shop. …it is the ultimate
convenience because there is zero interface.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 5
6. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
MOTION RECOMMENDATIONS…
“If an employee works in packaging…[they] can sense how many times they have to bend
over during their shift and provide them with a list of products that can protect their back.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 6
XOEye Technologies
XOEye
Technologies
7. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
INTERACTIVE MIRRORS…
“The interactive fitting rooms help Polo connect, emotionally and digitally, with
consumers…and technology and human touch are equal elements of Polo.”
http://wwd.com/business-news/retail/gallery/ralph-lauren-oak-labs-debut-interactive-fitting-rooms-10281433
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 7
Ralph Lauren
8. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
INTERACTIVE SHELVING
“giving [customers] a visual language to understand the scents they were smelling and
identifying complimentary fragrances for exploration. The result is an elegant shopping
experience that … is seeing 25% product lift and 16x ROI..”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 14
Jo Malone
9. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
INTERNET OF THINGS…
9
“…buy groceries right from the door, and the intelligent part is that it can combine carts
from multiple stores…”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
Samsung
10. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
AUGMENTED REALITY SHOPPING…
10
“Imagine a future where you can point your phone at a friend’s new outfit with their
permission, only for the app to recognise and source that outfit in your size, and give you
the option of having it sent straight to your home.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
Ikea
11. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
VIRTUAL REALITY SHOPPING…
“71% of survey respondents feel that VR makes brands seem "forward-thinking and
modern…53% said they'd be more likely to purchase from a brand that uses VR than
from one that doesn’t.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 10
Dior
12. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
ROBOT SHOPPING…
“provides information in real time about products and inventory and…pushes store
promotions. It speaks several languages and…can also help with inventory management
and allow employees to communicate between stores.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 11
Lowe’s
13. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
CONCEPT STORES…
“Unlike traditional brick-and-mortar stores, the concept store cultivates an experience
that cannot be re-created online.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 12
Samsung
14. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
SO MUCH FANCY TECHNOLOGY…
“Using a combination of RFID and ultrasound…whichever products you touch and pick
up in the store are automatically sent to your app. You have effectively created your in
store wish list."
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 13
Farfetch
15. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
STORES WITHOUT STAFF (!)
“You enter by scanning your phones at a turnstile…inside, hundreds of cameras track
your movements, working with in-shelf weight sensors to determine which products
you’ve taken and which you’ve only looked at. Then you simply walk out the door.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 15
Amazon
16. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
WHAT DOES THIS ALL MEAN?
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 16
17. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
THE PHYSICAL STORE IS NOT DEAD
“According to the latest U.S. Census data
released in August 2017, 90 percent of all retail
purchases in America were made in brick-and-
mortar locations during the last quarter.”
“The process of discovery in a physical store —
“Oh, look, here’s the perfect gift for hard-to-buy-for
Uncle Bob!” — remains unmatched online. As does
an environment in which shoppers are encouraged
to interact and enjoy the products just as they
would at home.” - PwC
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 17
18. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
IT’S MORE IMPORTANT THAN EVER
“What is the impetus for taking this step “backwards” into the 20th century? Well, these companies
have discovered that even with an (essentially) limitless online catalogue, the experience of browsing
their catalogues online doesn’t compare to the act of literally walking down the aisles of a physical
store. It is no substitute for the physical discovery process we take for granted.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 18
Amazon
(Whole Foods)
19. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
STORE 4.0 – All of these. And more.
Sephora Levi’s
Lowe’s Burberry
Uniqlo
“While the store of the past may be dead, retailers are already adapting to a new retail
ecosystem…a combination of physical, digital, and complementary service offerings
…The physical store is a key component of the new retail ecosystem.”
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 19
20. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
STORE 4.0 NEEDS TO BE AN
ATTITUDE, A WAY OF
WORKING…
NOT A TECHNOLOGY
20
SO WHAT SHOULD WE DO?
21. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
5 PILLARS FOR STORE 4.0
1.START WITH THE CUSTOMER
2.STAY INTEGRATED
3.BREAK OUT OF YOUR SILO
4.USE TECHNOLOGY WISELY
5.FOCUS ON THE EXPERIENCE
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 21
These pillars will benefit you regardless of your channel,
market, country, size of business or level of digital innovation.
22. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
1. START WITH THE CUSTOMER
“If there's one reason we have done better
than of our peers…it is because we have
focused like a laser on customer experience.”
- Jeff Bezos
“You've got to start with the customer
experience and work back toward the
technology - not the other way around."
– Steve Jobs
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 22
23. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
1. START WITH THE CUSTOMER – Do Your Research*
Contextual Research
Competitive Research
Employee Research
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 23
* Not just market research!
24. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
1. START WITH THE CUSTOMER – Thoughts & Actions
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 24
25. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
1. START WITH THE CUSTOMER – Co-Creation
SOME EXAMPLES:
LEGO
Starbucks
IKEA
DHL
Netflix
Made.com
Manchester City FC
DEWALT
Microsoft
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 25
26. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
2. STAY INTEGRATED
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 26
Ralph Lauren
27. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
3. STAY INTEGRATED – Are all of these connected?
Business Planning Fulfillment Call Center
Technology Services Store Employees
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 27
28. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
3. STAY INTEGRATED – Map journeys and touchpoints
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 28
29. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
3. STAY INTEGRATED – Break out of your silo
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 29
30. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
4. USE TECHNOLOGY WISELY
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 30
Nike
31. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
4. USE TECHNOLOGY WISELY – Support vs Lead
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 31
Sephora
32. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
4. USE TECHNOLOGY WISELY – Tell stories
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 32
33. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
4. USE TECHNOLOGY WISELY – Prototype, Test,
ADJUST
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 33
34. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
5. FOCUS ON THE EXPERIENCE
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 34
PetSmart
35. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
5. FOCUS ON THE EXPERIENCE – Examine trouble
spots
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 35
36. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
5. FOCUS ON THE EXPERIENCE – Build a strategy
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 36
37. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
5. FOCUS ON THE EXPERIENCE – Surprise & Delight
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 37
38. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
5 PILLARS OF STORE 4.0
1.START WITH THE CUSTOMER
2.STAY INTEGRATED
3.BREAK OUT OF YOUR SILO
4.USE TECHNOLOGY WISELY
5.FOCUS ON THE EXPERIENCE
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 38
39. Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer
THANK YOU! Please be in touch!
Samantha Starmer – Store 4.0
starmer@gmail.com, @samanthastarmer 39
Editor's Notes
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
We are seeing many examples (some useful, some not) of interactive shopping windows, shelves and other ways for digitally enabled touch commerce.
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
While the ‘internet of things’ still hasn’t fully taken off in the ways futurists have proclaimed for years, products like this Samsung fridge are coming out that allow you to make purchases via the product itself. As they get smarter, they will likely predict your shopping needs and make orders for you.
Augmented reality is also coming to commerce, with the ability to overlay furniture in our own homes or virtually try on an outfit. Image recognition can allow us to immediately copy our favorite fashionista’s outfit.
And recently eBay helped to create a fully virtual reality commerce site. I’ve actually tried a few early versions created by others, and it made me seasick, but once we are watching movies and playing video games with our VR googles on, we may not want to leave to do our shopping.
And roboticized, artificial intelligence commerce is already hear. This is an example from the Lowe’s Innovation lab of a robot sales associate live now at an Orchard Supply Hardware store in California.
We need to be thinking through the full ecosystem.
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of the Store of the Future – Store 4.0
We need to be thinking through the full ecosystem.
And roboticized, artificial intelligence commerce is already hear. This is an example from the Lowe’s Innovation lab of a robot sales associate live now at an Orchard Supply Hardware store in California.
We need to be thinking through the full ecosystem.
A number of retailers (Warby Parker, Bonobos, Casper mattresses) who started as online pure plays have now entered the physical shopping space. Physical is not dead. In fact, those of us who have focused on digital need to expand our skills and attention to the physical space.
I don’t think anyone can argue that not only have the lines between digital and physical have blurred, they have pretty much full on collided. So many retailers, even some of the most ‘traditional’, are spending a lot of time and money on trying to figure out what this digital everywhere situation means for commerce.
We’ll spend some time on 5 keys for building great customer experiences – all of these have been successfully used within an agile environment.
First, and most important. Focus on humans!
Think about what service you are trying to provide or improve with whatever technology epic or sprint you are working on. Yesterday, David Leach gave good examples of how uber and Airbnb have done this and how focusing on the services and any gaps vs. just thinking about technology has been so beneficial for those companies and others. Services are key.
Think about what service you are trying to provide or improve with whatever technology epic or sprint you are working on. Yesterday, David Leach gave good examples of how uber and Airbnb have done this and how focusing on the services and any gaps vs. just thinking about technology has been so beneficial for those companies and others. Services are key.
Consider trying co-creation – collaborating directly during design and solutioning with internal and/or external end customers
And you look at a company like Amazon and how ubiquitous they have become. For all sorts of reasons of course, but not least because of their focus on making their services as easy as ‘one click’.
Ensure that things are connected throughout your organization. is the Marketing connected? Do the call center and the store employees understand the latest campaign or promotion? Are the technology and fulfillment infrastructures set up to support?
Touchpoint and journey mapping are very helpful tactics for telling stories that focus on human consumers. They are exceptionally useful for aligning various stakeholders from across a brand or business on the actual customer experience, gaps, pain points and opportunities.
Touchpoint and journey mapping are very helpful tactics for telling stories that focus on human consumers. They are exceptionally useful for aligning various stakeholders from across a brand or business on the actual customer experience, gaps, pain points and opportunities.
All of this requires staying flexible. Like this 97 year old yoga expert.
All of this requires staying flexible. Like this 97 year old yoga expert.
There are true benefits to using rough prototypes (or unfinished working code) vs. something more polished.
There are true benefits to using rough prototypes (or unfinished working code) vs. something more polished.
Flexible with roles, flexible with goals. Remember that even with all of these customer centered tips you might end up developing something that isn’t quite right. That’s okay! Even more reason to keep watching your customers behavior and continuously tweaking.
Flexible with roles, flexible with goals. Remember that even with all of these customer centered tips you might end up developing something that isn’t quite right. That’s okay! Even more reason to keep watching your customers behavior and continuously tweaking.
Flexible with roles, flexible with goals. Remember that even with all of these customer centered tips you might end up developing something that isn’t quite right. That’s okay! Even more reason to keep watching your customers behavior and continuously tweaking.
Flexible with roles, flexible with goals. Remember that even with all of these customer centered tips you might end up developing something that isn’t quite right. That’s okay! Even more reason to keep watching your customers behavior and continuously tweaking.
We’ll spend some time on 5 keys for building great customer experiences – all of these have been successfully used within an agile environment.