Deloitte And MashUp Get In Bed Together To Shake Up Aussie Retail

Deloitte And MashUp Get In Bed Together To Shake Up Aussie Retail
SHARE
THIS



We’re all for formidable couplings here so it warms the cockles of our black hearts to announce that Deloitte Digital has joined forces with customer experience consultancy MashUp.

With the ink barely dry on the contract, B&T sat down with MashUp’s owner and founder Robbie Robertson (pictured above) – who is now a Deloitte partner – general manager Karen Spear and Katherine Milesi, Deloitte’s head of customer practise NSW to see how they plan to change the future of Australian retail.

“One of the things we’re seeing as an amazing opportunity is the uptake of digital,” said Robertson, “particularly within social and mobile activities, and apps and new technology coming through. We’re early adopters here in Australia and that’s having a massive impact on what we actually do within the high street, and what it’s going to look like in the future. We’re poised to become world leaders and change the shopping experience and I think retail is going to go through a metamorphosis in the next five to 10 years.”

Milesi said that after working on an assignment with Robertson a few years ago where he was the spatial designer, she realised it’s now not optional but mandatory for companies to think about the fusion of physical and digital.

“And that’s from a consumer perspective, a workplace perspective, a citizen perspective,” she said, “because the customer experience transcends one channel. Deloitte Digital is focused and specialised in the digital channel and we know consumers are using digital devices in store, so how does the digital meld with the physical in a department store for example, or in a service centre? It made a lot of sense and it takes a long time to build that capability so instead of building it, we decided to merge these two great organisations.”

On Friday Deloitte released its inaugural report, Navigating the new digital divide – digital influence in Australian retail, which showed digital interactions influenced 40 per cent of in-store retail visits in Australia in 2014.

In terms of digitally-influenced retail sales, Australia comes in third (40 per cent) behind the US (49 per cent) and Canada (41 per cent), but ahead of Germany (30 per cent) and MashUp’s Karen Spear claims that while finance is leading the way when it comes to service, “it’s interesting to see how it’s now flowing through to FMCG brands which are starting to have to really consider how the digital and physical play together with their presence in different channels, whereas before, each channel was traditionally less focused on digital in the in-store environment”.

She added that customers want and require a high level of engagement and personalisation and that retail needs to step up.

Both Deloitte Digital and MashUp have been rebels in the financial sector over the last three years and claim smart phones have revolutionised banking. Milesi says the next big thing is the emergence of virtual reality and ecommerce.

We have developed a virtual retail store,”she said, “so you can only enter if you’ve got an Oculus Rift headset, and you go into the virtual store and do things in that environment which you can’t do in a physical store, like changing the colour of clothing and seeing what it looks like on the mannequin.”

She claims that with Robertson and his 10-strong team’s expertise, they can make that virtual world more realistic and effective because they’ll be able to design the virtual physical experience while Deloitte Digital is thinking about the functionality.

“We’re living in an exponential technology world,” she added. “We’re in 2015 but think about what’s happened in the last five years with the absolute dominance of smart phones in our daily lives, and in the next five years we will be having very different experiences. Wearables are on the rise now and they will be absolutely mainstream and used for all sorts of purposes.

“When they introduce ecommerce into virtual reality, it could sky-rocket into a huge proportion of sales. That’s the next step. Ecommerce is being introduced into social media, with Twitter and Facebook, so you can buy it through there. It’s just a very short amount of time before it’s being used in a virtual reality world. When you think about it, it’s already there. It’s already absolutely embedded in all computer games. You’re buying nothing tangible, you’re just buying icons, or flags or badges. So the fusion of buying physical goods through a virtual store is not far off.”

 

 

Please login with linkedin to comment

Advertising Standards Bureau revlon stay classy while drinking

Latest News

“Absolute Chaos!” American Hosts Test Positive For COVID Live On Air!
  • Media

“Absolute Chaos!” American Hosts Test Positive For COVID Live On Air!

American panel show, The View, was thrown into chaos on Friday when two of the co-hosts discovered they had tested positive for COVID-19 during the filming of the show.  ‘Hot Topics’, a segment on The View, where the hosts share their thoughts and opinions on the latest political and pop culture news, became an awkward Q & A […]

James Warburton: Total TV Tells The Total Story
  • Opinion

James Warburton: Total TV Tells The Total Story

In this opinion piece, James Warburton, managing director and chief executive officer of Seven West Media says TV still has a very compelling story to tell to advertisers, despite the antiquated way it reports its numbers… It was more than 16 years ago, but I remember the day like it was yesterday. It was 8.35am […]

Opinion

by B&T Magazine

B&T Magazine
Melbourne Demons Versus Western Bulldogs Seven’s Biggest AFL Grand Final In Five Years
  • Media

Melbourne Demons Versus Western Bulldogs Seven’s Biggest AFL Grand Final In Five Years

Saturday’s AFL Grand Final brought in big numbers for the Seven Network as the Melbourne Demons beat the Western Bulldogs. It is the first time the Demons had competed in the premiereship for 57 years. As well as a big night for embattled Melbourne supporters, it was also a significant night for the Seven Network, […]

by B&T Magazine

B&T Magazine
WPP Fined $26 Million For Alleged “Bribery” & “Corruption” Charges Dating Back Eight Years
  • Media

WPP Fined $26 Million For Alleged “Bribery” & “Corruption” Charges Dating Back Eight Years

WPP has agreed to pay a $US19 million ($A26 million) fine to America’s Securities and Exchange Commission (SEC) relating to bribery allegations and accounting controls for its subsidiaries that include Brazil, China, India India and Peru. The offences pre-date the current management headed by CEO Mark Read, with some dating as far back as 2013. […]

by B&T Magazine

B&T Magazine
Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

Gourmet Traveller Unveils Finalists For The 2022 Restaurant Awards
  • Media

Gourmet Traveller Unveils Finalists For The 2022 Restaurant Awards

  The Gourmet Traveller team has uncovered the best restaurants around the country to bring you the finalists for the 2022 Gourmet Traveller Restaurant Awards in the October issue of Gourmet Traveller, on sale today. Due to ongoing restrictions, The Gourmet Traveller Restaurant Award winners will be announced via a virtual announcement on October 24, […]

Spark Foundry Wins Voyages Indigenous Tourism’s Media
  • Media

Spark Foundry Wins Voyages Indigenous Tourism’s Media

Publicis’ Spark Foundry has been appointed to manage the media strategy, planning and buying responsibilities for Voyages Indigenous Tourism Australia, following a highly-competitive pitch. Owned by the Indigenous Land and Sea Corporation (ILSC), Voyages Indigenous Tourism Australia offers experience-based holidays in Australia’s most iconic wilderness locations, including Ayers Rock Resort in the Red Centre, Northern […]

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]