TrendOne Retail Trend Report_10/11 EN

EXECUTIVE RETAIL TRENDREPORT 2011

FACEBOOK USERS DECIDE ON STOCK

FRIEND-SOURCING FOR HOLIDAYS

SPORTY ENTERTAINMENT IN SUPERMARKETS

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

THE INTERACTIVE FUNCTIONS IN THE EXECUTIVE TRENDREPORT Interactive tab

1

Interactive contents page

1

1

INTERACTIVE CONTENTS PAGE Use the interactive contents page and the interactive tab to click your way directly to the trend categories.

2

LINK-UP TO THE ONLINE TREND DATABASE Trendexplorer This is where you can access the micro-trend in our online trend database: Send a Trend You can use this feature to forward the micro-trend to business partners and colleagues.

PPT Export Export the micro-trend directly to a PowerPoint file.

More images Call up more images related to this micro-trend.

Video Take a look at a video about the micro-trend.

3

Online trend database

2 3

DEEPLINK Deeplink takes you directly to the micro-trend’s website

Deeplink

2

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

TABLE OF CONTENTS

04

BEST PRACTICE

09

RETAIL INNOVATION

14

FUTURE POS

19

%SEITE% %KATEGORIEBEZEICHNUNG% MOBILE COMMERCE

24

SOCIAL COMMERCE

29

FURTHER INNOVATIONS

%TAB-INAKTIV%

3

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

BEST PRACTICE

FACEBOOK USERS DECIDE ON STOCK The retailer Zha Huo Dian in Singapore is now enabling Facebook users to help decide what it sells. Whenever Zha Huo Dian posts a product on its Facebook page with a photo and details about it, which is then 'liked' by a user, it appears for sale in the online shop at "zhahuodian.com.sg". If more users click on the Like button, the product will be made more readily available in the store, too.

Customers can pay for their orders using PayPal, although deliveries are still only made within Singapore.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://www.zhahuodian.com.sg

INITIATOR:

Zha Huo Dian, Singapore

4

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

BEST PRACTICE

DISCOUNTS FOR CHECKING IN TO FACEBOOK Customers of the Swedish supermarket chain ICA can now receive discounts on certain products by checking in to the Stockholm branch ICA Vanadis on Facebook with their mobile phones. A sign at the entrance displays the product currently on offer and how customers can take part. They can also scan a QR code or enter a short URL to check in to the shop. Each promotion runs for a week before a product change is made.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://kundpriset.nu

INITIATOR:

ICA Supermarket Vanadis, Sweden

5

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

BEST PRACTICE

FINDING A CAR VIA IMAGE RECOGNITION The German online car sales platform AutoScout24 has integrated an image recognition app called "Visual Search" into the latest version of its Android app, which recognises cars based on optical features and opens up related deals. A search of the local surroundings enables users to find a relevant advert for a car for sale, and makes it possible to contact the owner by phone. By using this app frequently, users can help to improve the teachable software. The initiators guarantee that the registration plates are not recorded and that no personal data is collected.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

https://market.android.com

INITIATOR:

Autoscout24 GmbH, Germany

6

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

BEST PRACTICE

VIRTUAL CUSTOMER CONSULTANTS The start-up Spoken Language System has developed the first consultation app, known as "Lizzy", that can link voice and text analysis to a database search. Although "Lizzy" is still in beta, it can understand spoken and written sentences and remembers everything said previously. The system is intended for use during the first contact with customers and interested parties, and is capable of engaging in basic dialogue. It is certain to make the work of call centre agents in the e-commerce and customer service fields much easier, as it can deal with all the easy-to-answer questions.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.spokenlanguagesystem.com

INITIATOR:

Spoken Language System, Austria

7

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

BEST PRACTICE

PERSONALISED BEDROOM VIA YOUTUBE IKEA has set up a YouTube application on its channel that lets users design their own bedrooms and buy them from the shop. The application uses Facebook Connect and analyses posts on users' Facebook walls about their rooms, plus photos. This results in a 3D version of the room with personal photos on the walls. The finished room is printed and the articles can be put on a shopping list for purchase in-store.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.youtube.com

INITIATOR:

Facebook Inc., UK

8

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

RETAIL INNOVATION

WALMART ADAPTS TO LOCAL NEEDS WalmartLabs has developed a new marketing system for the world's biggest retailer, which uses social media and mobile technology for comprehensive customer analysis. The researchers collect data from social networks to track customer behaviour in selected locations.

They then use the results to adapt the store's stock to local requirements. What's more, the overall shopping experience will be restructured by using mobile applications that allow customers to get the latest information on individual products.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://www.walmartlabs.com

INITIATOR:

, USA

9

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

RETAIL INNOVATION

WEBSITE OFFERS SPECIAL OFFERS ON FOOD Aisle50 is a website that offers daily deals on food that can be bought online and collected in person from the shop. Products purchased online are recorded on the customer's card for later collection. Like Groupon, the company aims to replace bonus coupons offered in newspapers and flyers, and is working in partnership with a series of providers.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

more pictures

SOURCE:

http://www.aisle50.com

INITIATOR:

Aisle50 Inc., USA

10

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

RETAIL INNOVATION

AMAZON DELIVERS TO PICK-UP POINTS IN MALLS With "Click & Collect", Amazon has launched a new service for people who are expecting packages but are not at home when they are delivered. Lockers have been installed at shopping centres to enable people to pick up their goods when they have the time to do so. A personal code has to be entered at the locker to be able to collect the package. Amazon is first testing this service in the USA, before introducing it to the UK.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.thedaily.com

INITIATOR:

Amazon.com Inc., USA

11

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

RETAIL INNOVATION

ONLINE POP-UP STORES FOR DESIGN PRODUCTS The members-only sales website Fab.com wants to bring the principle of pop-up stores, i.e. stores that only exist for a limited period of time and often sell seasonal products, to the online world. People can set up their own pop-up shops online with an average life of 30 days. The design-oriented stores can be based on certain products, themes or seasons and give consumers the chance always to buy new products that are only available during a strictly defined period.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://fab.com

INITIATOR:

Fab Inc., USA

12

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

RETAIL INNOVATION

PAYMENT NETWORK FOR GIFT CARDS Openbucks has created a network of retailers and online providers in which people can use their gift cards to pay for their online purchases.

This method of payment is intended to facilitate online purchasing for people who do not have a credit card. The special gift cards from Openbucks can be bought at over 100,000 locations across the country, such as Subway and Circle K, and then used to buy online games, for example, from the likes of Mochi or BigPoint.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

more pictures

SOURCE:

http://www.openbucks.com

INITIATOR:

Openbucks, USA

13

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FUTURE POS

VIRTUAL CHANGING ROOM WITH KINECT Fitting Reality has launched new technology known as VIPodium which enables users to select clothes with the help of the Microsoft Kinect and try it on virtually. First of all, the user's size and movement are scanned. The clothes selected from a bar at the top of the screen then appear in the video as a 3D model over the user's body. The clothes can also turn with every movement the wearer makes. Further information on prices and sizes can be accessed from other bars and graphics shown on the screen.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://fittingreality.com

INITIATOR:

Fitting Reality, Russia

14

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FUTURE POS

PRODUCT FEEDBACK VIA MOBILE APP The mobile application from the start-up iSuggest gives customers the chance to send improvement tips to manufacturers via the platform.

To send their feedback, users scan the products or stores marked with the iSuggest symbol and then send in their suggestions. This gives companies a great insight into customer wishes and allows them to provide direct answers and give people special offers or coupons for their comments.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.isuggest.com

INITIATOR:

iSuggest, USA

15

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FUTURE POS

WORKING IN THE CNN CAFÉ The news channel CNN has teamed up with Turner Entertainment Networks Korea in Seoul to open a "Coffice" – a café where people can also work or study. This is a reaction to the growing number of freelancers and students who work in cafés. Besides providing drinks and snacks, it offers free WiFi, a CNN live feed as well as computer terminals and printers. Customers also get the chance to use an online learning program to improve their English. Plans are underway to open many more cafés of this kind in South Korea.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.cnngo.com

INITIATOR:

CNN International, South Korea

16

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FUTURE POS

STUDENTS RUN THEIR OWN FASHION STORE Students at the Singapore Polytechnic have now got the chance to run their own fashion retail store called "SPELL" at Changi airport. The name of this 60 sqm store stands for the project "Singapore Polytechnic Entrepreneurship Living Lab", which clearly expresses the overall aim, which is to enable 100 business management students to put their knowledge into practice and take on all the positions a fashion company normally has – from manager to sales assistant. The products will be sold using their own brand name of "Verve Avenue".

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.sp.edu.sg

INITIATOR:

Singapore Polytechnic, Singapore

17

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FUTURE POS

SPORTY ENTERTAINMENT IN SUPERMARKETS "Sky Go Trolley" is pilot scheme being run in London branches of the supermarket chain Sainsbury's that makes shopping more entertaining. iPad-fitted shopping trolleys carry Sky TV's complete Sky Go pay TV programming. From sports shows to news – the relevant Sky Go application makes it possible for consumers to watch their favourite football team and turn shopping into an even more exciting and varied experience.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.hexus.net

INITIATOR:

, UK

18

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

MOBILE COMMERCE

VIDEO ADS IN ONLINE GAMES Tapjoy is now giving software developers the chance to award digital goods, such as bonus points, for watching integrated ads in smartphone games and thereby earn money for each ad viewed. The company provides a player that plays the video without any loading times and rewards the developers each time the video is watched in full. The advantage of this technology is that the ad is integrated into the game by the reward mechanism so that it doesn't disturb the user.

What's more, players can decide which ads they are willing to watch.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

https://www.tapjoy.com

INITIATOR:

Tapjoy Inc., USA

19

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

MOBILE COMMERCE

EFFECTIVE CAMPAIGNS VIA MOBILE RE-TARGETING The Hamburg-based advertising network apprupt is offering a mobile re-targeting solution that enables app campaigns to be carried out more effectively. With this technology, people who have already installed an application will no longer receive app ads. Use of an installed application can be pushed by a repeated app ad. What's more, shoppers who stop their shopping cart transactions can be won back through targeted mobile ads featuring the products that they were about to buy.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://www.apprupt.com

INITIATOR:

apprupt GmbH, Germany

20

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

MOBILE COMMERCE

VENDING MACHINES CONTROLLED BY SMARTPHONES The Chinese company Ubox Online has launched an application that makes it possible to remote-control vending machines on the street via the smartphone. After successfully registering for the service online, users can top up their accounts by any amount they like, which can then be used to buy something to eat or drink at a nearby machine.

The vending machines are fully operated by the smartphone and the service gives a never-ending 10% discount on all available products.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

more pictures

SOURCE:

http://ubox.cn

INITIATOR:

Ubox Online, China

21

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

MOBILE COMMERCE

APP GIVES INFO ON ACTOR'S OUTFITS Skyrockit has developed a mobile app for Sarah Jessica Parker's new film "I Don't Know How She Does It" which gives users detailed information about how to copy her fashion sense. Details on the clothes are given according to the actor, the scene or the look. Users can also access similar but more affordable items in an attempt to copy the real outfits shown in the film. What's more, the app offers a series of clips and previews of the film as well as a complete list of the actors involved.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://itunes.apple.com

INITIATOR:

Skyrockit, USA

22

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

MOBILE COMMERCE

MUSIC VIDEO INTEGRATES SHAZAM FOR TV Shazam, the entertainment platform VEVO and the musician Lil Wayne have teamed up to create relevant content and a competition for the song "How to Love" on the mobile application "Shazam for TV".

The application has been developed to give companies the chance to integrate customers into advertising more effectively and to make additional information on videos available. In the case of Lil Wayne, users can watch the whole video and win a trip to one of the artist's concerts.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://www.shazam.com

INITIATOR:

Shazam Entertainment Ltd., USA

23

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

SOCIAL COMMERCE

THE RIGHT GIFT FOR FACEBOOK FRIENDS Imply Labs is helping people to find the right presents for their friends on social networks with a service called "GiveEmThis". This personalised app analyses information, links, status updates, events and "Like" comments made by friends on Facebook or Twitter to help people select a gift that will actually be appreciated. The gift ideas are sourced from the Amazon catalogue and then added to "Zappo.com".

There are also plans to integrate other commercial websites including Google+ and LinkedIn.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://giveemthis.com

INITIATOR:

GiveEmThis LLC, USA

24

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

SOCIAL COMMERCE

FRIEND-SOURCING FOR HOLIDAYS Trippy is an American start-up that people can use to allow their Facebook friends to help them plan a holiday. Users simply have to enter a destination and connect the web service to Facebook. The app then appears on the user's wall and his friends can then recommend accommodation, places of interest and restaurants. Once the beta phase is complete, a trip to the proposed destination can then be fully booked via the platform. People can also be inspired by the trips their friends are about to undertake and copy them simply by clicking on a button.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

more pictures

SOURCE:

http://www.trippy.com

INITIATOR:

Trippy Inc., USA

25

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

SOCIAL COMMERCE

BANK MOVES INTO ZYNGA GAMES The American bank Capital One recently announced a partnership with virtual game distributor Zynga that enables it to plant its brand in three popular online games – "FarmVille", "CityVille" and "The Pioneer Trail". Players of "Farmville" can get special bonus items by feeding the mascot on the bank's farm. Bonus points are available on "CityVille" for integrating branches of the bank into the urban planning scheme. Similarly, rewards are also on offer on Facebook for clicking on the "Like" button.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.zynga.com

INITIATOR:

Capital One Bank, USA

26

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

SOCIAL COMMERCE

UNILEVER TURNS FACEBOOK FANS INTO PRODUCT TESTERS Unilever is using a new application to integrate its Facebook fans more closely into product design. With the name "Unilever VIP", users can express their opinions on new packagings, write product evaluations and rank the latest campaigns. As a reward, the VIP fans are the first to get a glimpse of the new products, receive discounts on existing Unilever items and are invited to exclusive events. The Facebook app focuses on the company's following eleven brands: Carte D'Or, Cif, Comfort, Domestos, Dove Hair Care, Flora, Magnum, Persil, PG Tips, Surf and Wall's.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.facebook.com

INITIATOR:

, UK

27

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

SOCIAL COMMERCE

TWITTER USERS REWARDED WITH PERFUME The fashion designer Diane von F端rstenberg recently used Twitter's marketing applications "Promoted Trends" and "Promoted Tweets" to attract people to the "Fashion's Night Out" event in New York. One day before the event, the company started showing banner ads for the event in the trend bar and buying tweets for special search terms.

What's more, employees used Twitter and Foursquare to find fans in the local area who were then sent a code every hour to enable them to receive the new perfume personally.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://twitter.com

INITIATOR:

Diane von F端rstenberg, USA

28

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

TRACKING AND REWARDING ONLINE BEHAVIOR IN REAL TIME The American company Badgeville recently added "Social Fabric" to its range, which serves to increase users' exposure time on websites.

Thanks to the "behavior graph", users' context-related online behavior can be tracked and exploited in real time. For example, the tool recognises how much time people take to read an article, which links they click on, whether or not the article was recommended on Facebook or if the user commented directly on the site. "Social Fabric" is also ideal for use in tracking people's behavior on shopping websites.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

SOURCE:

http://www.badgeville.com

INITIATOR:

Badgeville Inc., USA

29

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

COMPLETE ORDER PROCESSING IN THE CLOUD The Hamburg-based provider of cloud applications WICE has developed CRM software that makes it possible to manage various aspects of customer relations from a single source. With the "WICE X" version, users can create offers, confirm orders and write invoices.

The necessary data does not have to be transferred to another system or form of text processing. Besides a social CRM module, which makes it really easy to set up a customer portal, "WICE X" also offers mobile applications that enable users to access customer data when on the go.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://wice.de

INITIATOR:

WICE GmbH, Germany

30

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

KEEPING UP TO DATE WITH DRIPPLER The web service Drippler keeps its users up to date regarding developments on selected electronic gadgets. It does this by searching the web for news about the latest devices on the market.

Once users have registered or connected to Drippler via Facebook, they can select which gadgets they already own or would like to buy.

For the former, they receive information on updates and alterations, and for the latter they are sent details such as price reductions and reviews.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://drippler.com

INITIATOR:

Drippler.com, USA

31

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

KLOUT LAUNCHES TOPIC-BASED RANKING The online service Klout, which measures people's influence in social networks, has introduced a new application with lists on the most influential people in certain categories. The "Topic Pages" show the people who have the most social influence points in the selected topics on Klout. Top influencers and content are curated based on interactions from other topical influencers on content relating to a specific topic. Lists are constantly updated and can be influenced by users via the "+K-Button", which works similarly to Google's "+1Button" and increases the ranking of the expert in a given topic.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

more pictures

SOURCE:

http://klout.com

INITIATOR:

Klout Inc., USA

32

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

SPONSORING PRIVATE PARTIES WITH PAART The Hamburg-based start-up PAART is currently providing a service that makes it possible to have private parties sponsored by large companies. In turn, the sponsors get the chance to create a great brand experience for the party guests throughout the night at a comparatively reasonable price. What's more, the sponsors will continue to profit after the party as people will discuss the event in the platform's community and on Facebook. The pay-TV broadcaster Sky and the brewery Astra are among the first companies to sponsor parties via PAART.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://www.paart.de

INITIATOR:

PAART GmbH, Germany

33

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

SUBSCRIPTION COMBINES MUSIC AND FASHION The UK fashion label badDETT is currently offering customers a combined music and t-shirt subscription. The company has specially created a silk-screened t-shirt whose label contains a QR code. When the subscriber photographs the code using a smartphone, he is directly forwarded to that month's MP3 download. The founders claim that the aim of this combination is to give music of the digital age a more haptic touch again.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://www.baddett.com

INITIATOR:

baddett, UK

34

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

WEB APP FOR RESPONSIBLE ONLINE SHOPPING The Transparency Toolbar from GoodGuide helps online shoppers discover products that are safe, healthy, green and socially responsible. Once installed, the toolbar will only appear at the bottom of the web browser whenever the user is shopping. The toolbar will instantly reveal product reviews from GoodGuide's team of experts, made up of researchers and engineers. It can also display other user reviews, product recommendations and pricing information.

GoodGuide aims to provide shoppers with reliable information so that they are no longer dependent on the advertising by the manufacturers themselves.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

more pictures

SOURCE:

http://toolbar.goodguide.com

INITIATOR:

GoodGuide Inc., USA

35

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

EARING MONEY BY SHARING SHORTENED URLS The British company Nov.io pays users for sharing shortened links, which show an ad before they load. Users first have to sign up and they can then start shortening selected links immediately from their accounts via Nov.io. People can share these links on their blogs, websites or in their own networks. A short banner ad appears every time the link is clicked on. The company pays between $0.37 and $5.03 per thousand clicks, depending on the country, and 20% of the lifetime earnings of any friends that users refer.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://nov.io

INITIATOR:

Nov.io, UK

36

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

ONLINE SHOPPING VIA INTERACTIVE DANCE VIDEOS The advertising agency BBH has converted trends from a variety of cities into interactive dance videos for the Autumn/Winter collection from the fashion company and online shop Asos. The videos serve to represent trends in the fields of music, fashion, art and culture in seven cities around the world. The dancers are street artists who improvise in a group. While watching the videos, users of the "Urban Tour" platform can click on individual performers who then break out of the group while the others stand still. The clothes they wear are then offered for sale.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

video

SOURCE:

http://www.asos.com

INITIATOR:

BBH Partners LLP, UK

37

EXECUTIVE EXECUTIVE SONY ERICSSON SPECIAL RETAIL TRENDREPORT_OKTOBER TRENDREPORT EDITION OCTOBER 2011

INDEX

FURTHER INNOVATIONS

TALKTO CUTS WAITING TIMES ON THE PHONE TalkTo helps telephone users to avoid frustratingly long waits after being put on hold. This service guarantees its customers that their questions will be answered quickly. Questions entered onto the TalkTo website are forwarded to the respective companies. If these companies are also online and able to respond quickly, a text message is then sent to the user containing the answer to their question. Otherwise, TalkTo appoints a call centre to pursue the customer's question.

%TAB-AKTIV%

trendexplorer send a trend

PPT export

more pictures

SOURCE:

http://talkto.com

INITIATOR:

TalkTo LLC., USA

38

NEWS & DATES MAY 2013

NEWS & DATES Journey through the trend universe 2015 with new songs & fresh intro

RIGHT HERE, RIGHT NOW! TrendONE will take you and the participants of your event on an exciting journey into the world of innovations and trends – with new songs and a fresh intro.

From Multichannel Commerce to the future of print – we would be happy to adapt the contents and contexts to your needs and wishes.

On request, we can release fireworks – in the true sense of the word – on the stage, or place the focus on the transfer of contents.

Due to the multimediality of our presentations and our welltrained speakers, our keynotes offer a mixture of information and entertainment to liven up any event.

Your contact person: Franziska Palmberger palmberger@trendone.com

NEWS & DATES MAY 2013

NEWS & DATES Meet TrendONE EHI Multichannel Management Congress // 4 June // Cologne

On 4 June 2013, Nils Müller and Sebastian Rassmann will give the participants of the EHI Multichannel Management Congress an exciting outlook on the future of retail.

With the title “Future Retail – The Multichannel Shopping Experience”, we will use numerous practical examples and videos to guide the participants of the event from the Point of Sale to the Point of Experience.

Exclusively for this event, we are offering discounted tickets. There are 3 x €250 discounts for tickets available. If you would like to have one of these tickets, please e-mail Ms Palmberger.

You will find more information on the event at www.ehi.org.

Get the 3 x €250 discount deal!

Nils Müller on „Future Retail – The Multichannel Shopping Experience“ Ihr Ansprechpartnerin:

Franziska Palmberger palmberger@trendone.com

CONTACT

BLOG.TRENDONE.COM WWW.TRENDONE.COM WWW.TRENDEXPLORER.COM WWW.FACEBOOK.COM/TRENDONE WWW.TWITTER.COM/TRENDONE

TREND ONE GMBH HAMBURG / GERMANY

TREND ONE GMBH BERLIN / GERMANY

TREND ONE GMBH VIENNA / AUSTRIA

GASSTRASSE 2 22761 HAMBURG

BRUNNENSTRASSE 37 10115 BERLIN

SPITTELBERGGASSE 3/6 1070 VIENNA

FON +49 40 52 67 78 0 FAX +49 40 52 67 78 36

FON +49 30 50 91 48 56 FAX +49 30 50 91 48 60

FON +43 1 52 30 50 0 FAX +43 1 52 30 50 015

INFO@TRENDONE.COM WWW.TRENDONE.COM

INFO@TRENDONE.COM WWW.TRENDONE.COM

INFO@TRENDONE.COM WWW.TRENDONE.COM

DISCLAIMER 2013 COPYRIGHT ALL RIGHTS RESERVED. THE DOCUMENTED TRENDS IN THIS PRESENTATION AND TRENDS THESES ARE INTELLECTUAL PROPERTY OF TRENDONE GMBH AND ARE SUBJECT TO THE APPLICABLE COPYRIGHT LAWS. THE PICTURES ARE USED ONLY FOR RESEARCH AND ILLUSTRATION PURPOSES. THEY ARE NOT FREE FOR PUBLICATION.