CCR (Consumer Convergent Retail)

CCR（消费融合零售）

• 批准号: 130752
• 金额: $ 6.2万
• 依托单位: FOCUS INNOVATION LIMITED
• 依托单位国家: 英国
• 项目类别: Feasibility Studies
• 财政年份: 2012
• 资助国家: 英国
• 起止时间: 2012 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=130752
• 关键词: CCR; Consumer; Convergent; Retail

Our study will explore the context of the converged retail environment through investigation of consumer bahaviour scenarios and their relationship with the store, its objects and devices. Within the retail sector there is a growing trend towards exploring the convergence between the store, personal devices and online (social networks and brand websites). However, retailers are failing to retain, analyse and utilise consumer data that is either passing through their doors each day or present across social networks and connected personal mobile devices. Partially the fragmented nature of the operational structure across retailers - divorcing physical and digital - is at fault but it is also a lack of appropriate use of technologies in store. Both areas will be addressed in the project, bringing process, technical and behavioural expertise and tools to remedy some of the problems and suggest new approaches to interrogating consumer data across environments. In addition to the technical and cultural isssue to overcome to scale the application of real time data in store with personal preferences across networks, there are trust and privacy issues to be reconciled for both retailer and consumer. The use of technologies to track and analyse consumer behaviour and the subsequent use of such data by the retailer presents certain legal, regulatory and ethical questions. Part of the project will be dedicated to examining these issues with input from all partners, having touched on these areas previously and understanding what is required to take such applications live. From this work will come a template for how in store data can be utilised by the retailers, in the first instance, but also by the wider online development and services sector - across social networks, coupon discounts, market intelligence etc..The practical strategies that could be followed to edge closer to the converged scenario would require an analysis of the challenges presented above across the value chain, highlighting the opportunities through case studies utilising specific applications using real time data from consumers in store. This would lead the project to define event based architecture prototypes that could be trialled with retailers known to the project team.Data Access - We will have access to data pertaining to the latter through the research work undertaken by i2media under the CEEDS programme, involving large consumer brands such as Electrolux and including some of Europe's leading retail reseach unviersity departments. Data from Simply Tap relates to the mobile purchasing patterns connected to the real time retail experiences, whilst Goodstuff Communications have relationships with brands and retailers in terms of key decision makers - so, feeding in relevant data from the project to challenge and instigate process change. Additionally the project consortia will be able to access data, through its client newtork and research base, from key UK and international demonstrators, pilots and research hubs. Including Addidas' Addiverse interactive walll (currentlylive in Beijing and Oxford street in November), E&M Commerce data from retail brands, CEEDs pilot scenario test research and our connections to international research groups such as the Mobile Interaction in Retail Environments (MIRE).Our Approach: Focus Innovation and i2 Media have experience in user centric design process and application build and this is an area which is core to the convergent space in retail in particular i2Medias FP7 research to develop intelligent stores that react to and enhance the consumers wants. What is reqired for to uncover the highest potential for practical applications of the research is for the consortia to explore scenarios for linking technologies to match in store technology with the consumer. The challenge will be to uncover the appropriate mechanisms for multi way exchanges of information, throught connectivity between devices, objects and people. Certain aspects of these mechanisms we expect to be easily identifiable such as how we can connect mobile devices containing personal avatars to clothing sizing information held within stores data bases. However when we start to explore the reaction of the environment to in store consumer behaviour and preferences we start to identify cultural and technical challenges. The concept e of Emotional Intelligence I.e. how the environment reads the consumer through their reaction, personal device tracking, behaviour and expressions will provide a strong context for exploring practical applications. The key aspect from this point would be the engagement with a wider group of through focused group sessions with key decision makers in the sector. This will be facilitated through Goodstuff Communications, given their close ties to both digital and physical customer facing decision makers in retail. The organisational challenges are due to the separation of digital, mobile and marketing teams and the disparate nature of object, sales and consumer data. The legal issues regarding data exploitation are, on one level, simple to identify as brands wish to explain their products. However it is the hamronization of this data and the opening of more closed data systems that is the challenge. Exploration of these issues against a context of well informed connected consumer services we belileve is the key to solving many fo these challenges as they will be based on driving footfall and spend through increased customer satisfaction. Please refer to annex 2 for more information on business case

我们的研究将通过调查消费者购物场景及其与商店、其物品和设备的关系来探索融合零售环境的背景。在零售业中，探索商店、个人设备和在线（社交网络和品牌网站）之间的融合是一种日益增长的趋势。然而，零售商未能保留、分析和利用消费者数据，这些数据要么每天经过他们的大门，要么存在于社交网络和连接的个人移动的设备上。部分原因是零售商运营结构的分散性-物理和数字分离-是错误的，但它也缺乏在商店中适当使用技术。这两个领域都将在项目中得到解决，带来流程，技术和行为专业知识和工具，以解决一些问题，并提出跨环境询问消费者数据的新方法。除了克服跨网络扩展商店中具有个人偏好的真实的时间数据的应用的技术和文化问题之外，对于零售商和消费者两者而言，还存在需要调和的信任和隐私问题。使用技术来跟踪和分析消费者行为以及零售商随后使用这些数据提出了某些法律的、监管和道德问题。该项目的一部分将致力于在所有合作伙伴的投入下研究这些问题，以前曾触及这些领域，并了解实施这些应用程序所需的条件。从这项工作中将产生一个模板，用于零售商如何利用店内数据，首先，还可以用于更广泛的在线开发和服务部门-跨社交网络，优惠券折扣，市场情报等。为了更接近融合场景而可以遵循的实用策略需要分析整个价值链中上述挑战，并通过利用特定应用程序（使用来自商店消费者的真实的时间数据）的案例研究来强调机会。这将引导项目定义基于事件的架构原型，可以与项目团队已知的零售商进行试验。数据访问-我们将通过CEEDS计划下i2 media进行的研究工作访问与后者有关的数据，涉及大型消费品牌，如伊莱克斯，并包括一些欧洲领先的零售研究大学部门。来自Simply Tap的数据与连接到真实的零售体验的移动的购买模式有关，而Goodstuff Communications则与品牌和零售商在关键决策者方面有关系-因此，从项目中输入相关数据，以挑战和推动流程变革。此外，项目联盟将能够通过其客户newtork和研究基地访问来自英国和国际主要示范者，试点和研究中心的数据。包括Addidas的Addifferent互动墙（目前11月在北京和牛津街直播），来自零售品牌的电子商务数据，CEED的试点场景测试研究以及我们与国际研究团体的联系，如零售环境中的移动的交互（MIRE）。我们的方法：Focus Innovation和i2 Media在以用户为中心的设计流程和应用程序构建方面拥有丰富的经验，这是零售业融合空间的核心领域特别是i2 Medias FP 7研究，以开发智能商店，对消费者的需求做出反应并增强其需求。为了揭示该研究实际应用的最大潜力，联盟需要探索将技术与消费者相匹配的技术联系起来的场景。挑战将是发现适当的机制，用于多方式的信息交换，设备，对象和人之间的正确连接。我们希望这些机制的某些方面能够容易地识别，例如我们如何将包含个人头像的移动的设备连接到商店数据库中保存的服装尺寸信息。然而，当我们开始探索环境对店内消费者行为和偏好的反应时，我们开始识别文化和技术挑战。情商的概念e，即环境如何通过消费者的反应，个人设备跟踪，行为和表达来解读消费者，将为探索实际应用提供强有力的背景。从这一点来看，关键的方面是通过与该部门的主要决策者举行重点小组会议，与更广泛的群体接触。这将通过Goodstuff Communications来促进，因为他们与零售业中面向数字和物理客户的决策者有着密切的联系。组织上的挑战是由于数字、移动的和营销团队的分离，以及对象、销售和消费者数据的不同性质。在某种程度上，关于数据利用的法律的问题很容易识别，因为品牌希望解释他们的产品。然而，这是一个挑战，即这些数据的非正规化和开放更封闭的数据系统。我们相信，在信息灵通的互联消费者服务背景下探索这些问题是解决这些挑战的关键，因为这些挑战将基于通过提高客户满意度来推动客流量和支出。关于业务案例的更多信息，请参阅附件2