Store of the Future Are you prepared for the future?
Introduction Store of the Future Q&A Research & Consultancy launches a large-scale research project about the physical store environment of the future. Based on the results, the role and function of the store of the future will be defined. This research leads to four different products: the online platform, the physical Store of the Future, knowledge sharing and the research in itself.
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Approach
Products Store of the Future
Execution Store of the Future
Partnership
Planning
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Research approach
Research approach The project “The Store of the Future” consists of different research phases, which result in four final products.
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Quantitative research
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Qualitative research
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Innovations & the research model
Research The Store of the Future
Online platform www.thestoreofthefuture.nl
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Defining
Visualising
research model
research model
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Quantitative consumer research - innovations
Physical store The store of the Future, The Hague
Knowledge sharing The Store of the Future
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Research model
Based on the results of quantitative and qualitative research, a new customer journey model has been developed. This is the basic model for the project “The Store of the Future”. The model consists of three different phases the consumer will go through when doing a purchase: Search Shop Share The latest innovations will be connected to each of the phases of the customer journey model. In this way, retailers will be able to gain insight into the possible applications of innovations in the physical store environment and the different objectives of innovations.
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Research approach
Search Consumers orient themselves in different ways before doing a purchase. The customer journey shows the different steps in this orientation process, like gathering opinions, comparing products and planning the journey to the store.
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Shop The shopping part of the customer journey is the most extended. From being inspired, obtaining service and personalising products, to product testing, payment and eventually also the delivery. All these aspects are part of the shopprocess of the consumer.
Share The customer journey does not stop as soon as a consumer does a purchase. This is the beginning of a whole new phase: “share”. Consumers receive after sales service, share their opinion with other consumers or with the company and increasingly share products and services with each other.
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In detail - Search
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In detail - Shop
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In detail - Share
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Products Store of the Future Online platform
Online platform W H Y
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Based on the research results, Q&A Research & Consultancy wants to help retailers by preparing them as good as possible for the future. One central place with all information concerning this project would therefore be useful. Since innovations exerting an influence on the physical retail environment follow up each other faster and faster, it is crucial for the relevance of this project to keep the information up to date.
All relevant information will be available at the online platform: www.storeofthefuture.nl. Attention will be paid to this project via social media as well (Pinterest, Twitter, Facebook).
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The online platform consists of a public part and a part for which a password is needed. Depending on the partnership, all information, the research report or only a summary will be available. The online platform contains the following parts: Background information “Store of the Future” Explication research model: Customer Journey Visualisation research model in retail Interactive Customer Journey tool Newest innovations coupled to Customer Journey Research results about latest innovations
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Information about partners of “ The Store of the Future” Information about physical Store of the Future, The Hague Information about events and side tracks Research results
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Products Store of the Future Physical Store of the Future
Physical Store of the Future W H Y
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For retailers applying the latest innovations is often a major step. How does it work exactly? What is the added value? Would it fit in my organisation? Is it easy to integrate this innovation? Is the consumer ready for this? Retailers often have a lot of questions. There is a need for a place where retailers can really see the innovations in practice, where they can try them and where they can obtain all relevant information about the innovations and the opinions of the consumers.
Together with partners of the project, Q&A Research & Consultancy will open a real store: the physical Store of the Future.
The smallest innovative department store of The Netherlands, with shop-in-shops of existing retailers. A store location of 400 square meters (shoppingcentre New Babylon, The Hague), will be converted into The Store of the Future. The store will be opened in April 2015 for initially one year. Retailers, consumers, suppliers and others are more then welcome to visit the store. A place where consumers are welcome to orient themselves and to buy products in an innovating environment. A place where retailers are welcome to see and try the newest innovations and where all their questions will be answered. An inspiring environment where events, presentations and tours will be organized.
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A place where people (from retailers to suppliers) activily can participate by showing their products and / or innovations. A place which can serve as a workingplace, so that there is always a spokesperson of the project present to answer questions of visitors.
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Products Store of the Future The research
The research
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The several researches which are part of the project “The Store of the Future” lead to valuable information about the physical store environment and the shopping behavior of the future. Q&A Research & Consultancy wants to help retailers to prepare them as good as possible for the future by sharing these results.
The results of the quantitative and qualitative researches will be collected. Furthermore, a continuous research line will be active during the whole project. This means that partners also have the possibility to initiate supplementing researches. Q&A Research & Consultancy always wants to be up to date and wants to learn more and more to really understand what the physical store environment of the future will look like.
The research will provide information about amongst others:
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Shopping behavior of the consumer of the future: the millennials The new research model: the customer journey Attitude of consumers towards the latest innovations Visualisation of the physical store environment of the future
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Future vision on physical store environment Results of subresearches which will be executed during the whole project
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Products Store of the Future Knowledge sharing
Knowledge sharing
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Knowledge coming from the project “The Store of the Future” leads to valuable information. Q&A Research & Consultancy wants to help retailers and suppliers by getting down to work together to be able to apply the knowledge in practice.
Q&A Research & Consultancy will organize four knowledge sessions, to share the learnings concerning the physical store environment of the future. Moreover, in cooperation with partners 12 sidetracks will be offered. A sidetrack is a project of half a year in which one specific theme will be worked out in order to make it even more specific and useful. Sidetracks will be guided by a retail expert of Q&A Research & Consultancy.
Different forms of knowledge sharing will be offered: Four knowledge sessions organised by Q&A Research & Consultancy Up to 12 different sidetracks about different themes Business relation events organised by partners
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Knowledge sessions
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Q&A Research & Consultancy wants to share the acquired knowledge related to the project “The Store of the Future”, to help preparing retailers and suppliers as best as possible for the future.
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Q&A Research & Consultancy will organize knowledge sessions to share the results of the project “The Store of the Future”.
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Q&A Research & Consultancy will organize four knowledge sessions a year. Partners, participants and retailers are welcome to join these sessions (depending on the kind of partnership)
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The knowledge sessions will take place in the physical Store of the Future, New Babylon, The Hague
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Sidetracks W H Y
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Q&A Research & Consultancy wants to explore several main themes of the project “Store of the Future” together with partners, retailers and suppliers. The objective of this deepening process is to make the information as concrete and as applicable as possible for the retailsector.
Together with the partners of the project “The Store of the Future”, up to 12 sidetracks will be organized. A sidetrack is a short research project with one central theme. Each sidetrack will be guided by a retail expert of Q&A Research & Consultancy and has a lead time of no more then 6 months.
Partners have the possibility to join one or more sidetracks, depending on the chosen partnership. Furthermore, also retailers and suppliers are welcome to join. The themes of the sidetracks will be discussed with partners. Hereby a first idea of the themes:
Track 1: Inline Retail Track 2: Service & Customer Friendliness Track 3: CRM & Customer Loyalty Track 4: Big Data Track 5: Wearable Technology Track 6: Payment & Check-out
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Track 7: Click & Collect Track 8: Track & Trace Track 9: Valet Services Track 10: Beacon Technology Track 11: Augmented Reality Track 12: (to be discussed with partners)
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Business relation events by partners W H
Q&A Research & Consultancy wants to give their partners the opportunity to share the knowledge of the project “The Store of the Future” with their business relations.
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Partners of the project “The Store of the Future” will have the opportunity to visit the physical store with their business relations once, twice or four times (depending on the chosen partnership). During these events, Q&A Research & Consultancy will give a presentation and a tour through the store.
Partners of this project have the possibility to invite their business relations to the physical Store of the Future in The Hague. A business relation event means: Presentation by Q&A Research & Consultancy about the project Guided tour through the store by Q&A Research & Consultancy Further program of the day can be determined by the partner One business relation event takes 4 hours
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* Catering is not included.
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Execution Store of the Future
Execution Store of the Future Part
Execution Store of the Future
Marketing & Events
The physical Store of the Future will have several functions. Besides being a real store, the store space will also be used for small scale events. For this reason, all furniture needs to be movable, so that groups can join events in an inspirational environment.
A visit to the physical Store of the Future as part of an event is an option. In this case, a guided tour through the store with explanation about research results will be organized.
As a partner of the project it is possible to be actively engaged in the knowledge sharing of research results. This can be done by for example participating in one of the knowledge events organised by Q&A Research & Consultancy or by joining one or more sidetracks (depending on the chosen partnership).
The objective of the physical store is showing the latest technologies and innovations to prepare retailers as good as possible for the future. A place where people can see and test innovations, a place where you can get inspiration and where people can have a look into the future. The customer journey is central in the store, which means a seamless integration of online and offline channels. The best of both worlds will be combined and the store will show especially how this can be done. Everything is possible.
One whole sidetrack can be dedicated to the theme “Inline Retail”.
Online / Offline
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Execution Store of the Future Part
Execution Store of the Future
Mobile payment
The physical Store of the Future will show several innovative payment methods, which can be tested by visitors of the store. In the physical Store of the Future retailers can test the different payment methods by themselves, which might reduce the barrier to switch to mobile and for example contactless payment.
Partners can join the side track "Payment & Check Out" by fulfilling a participatory or leadership role.
In the physical Store of the Future the latest pick-up and delivery methods will be tested. Retailers can be part of this, to create awareness of the possibilities and to stimulate the use of the already existing possibilities.
Partners can fulfil a participatory or leadership role in the sidetracks linked to the theme pick-up and delivery.
The physical Store of the Future will offer visitors convenient parking possibilities. Together with parking institutions, the most optimal parking facilities will be discussed to offer consumers the best shop experience now and in the future.
Pick up and delivery
Parking
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Execution Store of the Future Part
Execution Store of the Future
Loyalty
The most innovative loyalty systems can be tested in the physical Store of the Future.
Costumers can be rewarded by a visit to the store, by using for example one of the innovative loyalty systems that can be offered. This system will also provide more insight in the customer profile and behavior of the Store of the Future.
Partners can play a participatory or leadership role in the sidetrack CRM & Customer Loyalty.
The Store of the Future can be seen as a playground for retailers, IT companies and consumers, a place where the latest innovations can be tested in a real store environment. This will give insight in the applications of the future and visitors can actually experience new techniques.
The interpretation of the Store of the Future as Retail Living Lab means that retailers can test products in a real store environment in The Hague. In this way, retailers are supported to apply new innovations in their own store as well.
The Store of the Future will stimulate further rollouts of innovations in The Hague.
Retail Living Lab
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Planning
Planning The planning below concerning the project The Store of the Future covers a period of one year. As can be seen, all four products (research results, online platform, physical store, knowledge sharing) will be available in April 2015. The official launch of the project will be in April as well.
2014 2015 Jan Feb March April May June July Aug Sep Oct Nov Dec Jan Feb March April May June Research phase I Quantitative research Qualitative research Launch part of results Research model Visualising Coupling innovations - Customer Journey Research phase II Quantitative research Launch research results Results Launch online platform Open physical Store of the Future Research results available Knowledge sharing through events Continuous research
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Partnership Working together
Partnership Q&A Research & Consultancy works together with retailers, suppliers and other parties to make this project successful. Retailers Retailers can participate by delivering assortment, helping to integrate innovations, staff and by participating in tracks. Suppliers Suppliers can participate in the project by delivering assortment, helping to integrate innovations and by participating in tracks. Other parties Other parties can have several roles, which are outlined on the next pages.
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Retailpartners The following retailers have expressed their enthusiasm about participating in the project through the delivery of products, innovations or services.
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Partnership Founding Partner
Partner
Participant
Including the logo in all B2B and B2C communications
Yes
Yes
Yes
Including logo in all B2B and B2C newsletters and press releases
Yes
Yes
Yes
Including the logo in the online platform and space on the partner pages
Yes
Yes
Yes
Number of persons present at the four Store of the Future knowledge sessions of Q&A Research & Consultancy
4
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The possibility to organize business relations events (visiting the physical Store of the Future with customers, including a presentation and tour of Q&A Research & Consultancy)
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Participation with one person in x number of sidetracks
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Yes
No
No
All results
Research report
Summary results
€ 25.000,-
€ 12,500,-
€ 5.000,-
The possibility to bring your own products/services/ideas in The Store of the Future Results available for internal use
Costs partnership
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Founding Partner As a founding partner you are entitled to: • • • • • • • • • •
Including the company name/logo in all B2B and B2C communication Including the company name/logo in all B2B and B2C newsletters and press releases Communication of the logo at the online platform and to add information on the partner page The possibility to bring your own products/services/ideas in The Store of the Future The possibility to be present with four persons at the knowledge session, organized by Q&A Research & Consultancy The possibility to organize four business relation events in The Store of the Future, including a presentation and tour by Q&A Research & Consultancy The possibility to be involved with one person in four different sidetracks A summary of the results is available for internal use The research of the Store of the Future 2015 All of the research results are available for internal use
€ 25.000,-* *The partnership is based on one year, a discount can be offered if a partnership is made for several years. *In joint consultation between the Founding Partners and Q&A Research & Consultancy it is possible to bring your own ideas and initiatives in the project. *Industry exclusivity is only possible based on buyouts *Knowledge sessions are including catering costs. *Business relation events are excluding catering costs. WWW.QANDA.NL
Partner
As a partner you are entitled to: • • • • • • • •
Including the company name/logo in all B2B and B2C communication Including the company name/logo in all B2B and B2C newsletters and press releases Communication of the logo at the online platform and to add information on the partner page The possibility to be present with two persons at the knowledge session, organized by Q&A Research & Consultancy The possibility to organize two business relation events in The Store of the Future, including a presentation and tour by Q&A Research & Consultancy The possibility to be involved with one person in two different sidetracks A summary of the results is available for internal use The research of the Store of the Future 2015
€ 12.500,-* * Branche exclusivity is not possible *The partnership is based on one year, a discount can be offered if a partnership is made for several years. * Knowledge sessions are including catering costs. * Business relation events are excluding catering costs.
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Participant
As participant you are entitled to: • • • • • • •
Including the company name/logo in all B2B and B2C communication Including the company name/logo in all B2B and B2C newsletters and press releases Communication of the logo at the online platform and to add information on the partner page The possibility to be present with one person at the knowledge session, organized by Q&A Research & Consultancy The possibility to organize one business relation event in The Store of the Future, including a presentation and tour by Q&A Research & Consultancy The possibility to be involved with one person in one sidetrack A summary of the results are available for internal use
€ 5.000,-* *The partnership is based on one year, a discount can be offered if a partnership is made for several years. * Knowledge sessions are including catering costs. * Business relation events are excluding catering costs.
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Options Extra side tracks: •
Opportunity to be involved with one person in an extra sidetrack
Costs per sidetrack
€ 1.000,-
Extra person knowledge session: • •
The possibilty to be present with one extra person at the four knowledge sessions, organized by Q&A The possibility to participate at one knowledge session with one person, organized by Q&A
Costs per person four sessions Costs per person one session
€ 1.750,-* € 700,-
Extra business relation events: • •
The possibility to organize one extra relation event in The Store of the Future, including a presentation and tour by Q&A Research & Constulancy Catering can be arranged, based on the wishes and the number of participants
Per business relation event
€ 2.500,-**
* Knowledge sessions are not personal, one person can be replaced by another person * Business relation events are excluding catering costs WWW.QANDA.NL
Opties
Research report: •
Research report of the Store of the Future 2015
Costs first printed copy Costs extra copies
€ 3.000,-* € 75,-*
Summary research report: •
Summary research report Store of the Future 2015
Costs
* For internal use only
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€
750,-*
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