![\"Ksubaka's](\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2016\/06\/several-tablets_uncropped_smaller-1-633x350.png\")
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Tech is changing retail greatly and corporates need to understand recent developments in order to ensure the viability of their business. Asia especially is at the front of adopting and rejecting such new technologies.<\/strong><\/span><\/p>\n We\u2019ve noted 3 trends that are key in adapting retail businesses.<\/span><\/p>\n Getting the attention of your customers remains ever important amidst the noise from social media, tv ads and more.<\/span><\/p>\n The solution? <\/span>Emphasize on connecting with the customer to build brand awareness and brand presence.<\/b><\/p>\n Key Developments:<\/span><\/p>\n We recently attended the launch of Ksubaka<\/a>, a digital media platform that gamifies the customer\u2019s brand experience. Using Touch Screen Playspots in high traffic retail locations, <\/span>shoppers consciously decide to engage with a brand campaign instead of having ads forced upon them<\/b>. Ksubaka\u2019s bespoke game experiences also place focus on the brand, creating interactions between the brand and customer that enhances the brand story. Such gamification techniques have <\/span>established call-to-actions (CTAs) that are 10x other digital media and have achieved completion rates of over 80% in addition to double-digit mobile conversions.\u00a0<\/b>Which is impressive considering the rising popularity of ad-blockers on browsers and mobile (it\u2019s risen over 800% since 2009 to over 190 million worldwide!)<\/span><\/p>\n Global Adblocking Growth<\/p><\/div>\n Ksubaka\u2019s Playspots thus serve as the first point where <\/span>shoppers are offered to extend the experience to mobile, where they can redeem rewards, collect loyalty points or link to the brand social networks. <\/b>Fairprice had a campaign that accompanied the launch of their online store where customers who successfully completed the game could receive an SMS that gave a discount when they downloaded the app from the link included. It helped to\u00a0<\/strong><\/span>push app downloads to over 30,000 in just a month!<\/b><\/p>\n A snapshot of Ksubaka’s game process.<\/p><\/div>\n Ksubaka also offers comprehensive data to brands with their intuitively-designed shopper surveys.<\/span>\u00a0With Ksubaka\u2019s Touch Screen Playspots placed in close proximity to the products featured, the brand is at the top of the customer\u2019s mind when a purchase is being made. The availability of such <\/span>actionable insights will then guide brands and retailers into making decisions which develop a closer relationship with the customer for continued engagement.<\/b><\/p>\n Although more and more customers go online to buy, opportunities abound for brands and retailers that can deliver a <\/span>comprehensive experience that is with the customer every step of the way<\/b>. Hence the rise of omnichannel operations as brick-and-mortar retailers go online.<\/span><\/p>\n Recognising the growing importance of selling online, China\u2019s Leyou – one of the largest omnichannel retailer of baby products – self-developed an app to provide product information and build a community for mothers. With user reviews for products being accessible in-store via a scanning feature in Leyou\u2019s app, community interaction whilst shopping has developed better connections between brands and customers as well as encouraged repeat returns. <\/span><\/p>\n Leyou’s app provides mothers with a comprehensive platform to access retail information about various baby products in-store.<\/p><\/div>\n Given some <\/span>bad experiences with counterfeits in China with online ecommerce<\/b> in the past, mothers in China are safety-conscious and choose to purchase baby products from specialty retailers rather than online. Leyou <\/span>offers a sense of security on their platform<\/b> as <\/span>mothers can also see the traceability of the product to purchase in confidence. The <\/span>combination of omnichannel marketing in Leyou\u2019s stores, mobile app and online presence has allowed the company to establish a strong and consistent emotional link<\/b> with mothers, providing them the peace of mind that they\u2019re giving their children the best. <\/span><\/p>\n Having previously demonstrated resistance to the ecommerce revolution in India, Kishore Biyani, Chairman of Future Group – one of India\u2019s largest retailers – started building the company\u2019s online presence in the face of startup competition with the acquisition of online furniture retailer FabFurnish.com<\/a> for around US$2 million.<\/span><\/p>\nTrend #1: Customer-Centric Engagement<\/span><\/h2>\n
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![\"Global](\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2016\/06\/Screen-Shot-2016-06-16-at-12.34.54-PM-1.png\")
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Trend #2: Offline to Online Integration for Retail Stores<\/span><\/h2>\n
![\"leyou-467x350\"](\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2016\/06\/leyou-467x350-1.jpg\")
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![\"Through](\"http:\/\/innovao.cluster030.hosting.ovh.net\/wp-content\/uploads\/2016\/06\/flipkart-image-search-1.jpeg\")