Web 2.0 SIG: MOBILE COMMERCE: THE FUTURE OF ONLINE IS OFFLINE
Please note, we will be meeting at DLA Piper this month, 2000 University Ave., E. Palo Alto.
Topic: MOBILE COMMERCE: THE FUTURE OF ONLINE IS OFFLINE
The consumer experience of walking into a store and buying something has not fundamentally changed in over 100 years. Meanwhile, e-commerce has carved out a substantial market despite the drawback of buying a product that cannot be seen, and is not instantly available. This success has been fueled by the development of technologies that create a more relevant and informational user experience, and by the emergence of effective, performance-based online marketing models. However, e-commerce is still one-seventh the size of offline retail, and its growth rate is slowing. Real-life stores are here to stay.
We stand at a strategic inflection point in retail. For the first time ever, consumers are routinely bringing computers (i.e. smartphones) into the store with them when they go shopping. This has created a unique opportunity to create a rich, interactive shopping experience drawing in part from the lessons learned in e-commerce and in part from new, unique opportunities made possible by location-based services, and also to create new, performance-based marketing models.
This talk will discuss the blurring of the lines between online and offline, and will explore the approach that one startup, shopkick, has taken in addressing these emergent opportunities. In pursuit of its goals, shopkick has invented technology for detecting the presence of consumers in stores, created new, performance-based marketing models, and partnered with many large retailers including Target, Best Buy, Macys, American Eagle Outfitters, The Sports Authority, and Crate&Barrel who have embraced these emergent technologies and approaches to create better consumer experiences that have never before been possible. The talk will further discuss a variety of technical and operational choices made by shopkick and how these were driven by its strategic goals.
Aaron Emigh is the cofounder and CTO of shopkick, Inc., which is dedicated to the vision of transforming shopping to be more personal, more rewarding, and more fun for everyone. Shopkick is funded by Kleiner Perkins and Greylock, and has been recognized as one of the Ten Most Innovative Companies in Retail (Fast Company) and Top Ten Apps (Wall Street Journal).
Prior to shopkick, Aaron served as EVP and GM of Technology at Six Apart (now SAY Media), CTO of Rojo Networks (acquired by Six Apart), Managing Director of Radix Labs, and founder and CEO of CommerceFlow (acquired by eBay). Aaron's work spans mobile, social media, security, anti-spam, networking, storage, e-commerce, data compression, multimedia, vision, machine learning, and operating systems. He is an inventor on over seventy issued and pending US patents.