Duan, Guanghui Mohini Maria Liu, Xiuqin Li, Xin POSTGRADUATE - - PowerPoint PPT Presentation

>>APMG 8119: DIGITAL ENTERPRISE

REPORT PREPARED FOR: Countdown New Zealand Culture of Real Virtuality BY Group Author of Duan, Guanghui Mohini Maria Liu, Xiuqin Li, Xin POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2017

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The Culture of Real Virtuality

 “The culture of real virtuality”（"4 Virtual reality vs. real virtuality,"

n.d.）, we are surrounded by images and media that recreate and

‘re-present’ an idea of our world.  When a technology-mediated dream world appears as the real world, the term real ‘virtuality’ strengthens, example enabling realistic technologies: VR and AR.  But other technologies as traditional or emerging technologies are equally important.

Reference: 4 Virtual reality vs. real virtuality, (n.d.). Retrieved from https://sites.google.com/a/york.ac.uk/media-communication-essay/virtual- reality-real-virtuality

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Culture of Virtual Reality in Food Online Retailing

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 In-store experience ▪ Virtual assistance: electronic shopping list and item location, product briefing ▪ Beaconology: discount info and product info push service ▪ Wifi: in-door map and query about product ▪ Self-checkout ▪ Automatic Checkin-Out: get rid of the hassle of payment ▪ Barcode or QR scanning for food origin and ingredient information  Business model ▪ Offline-to-online(O2O): combine brick-and-mortar with online experiences ▪ 100% Online store: operates through online only ▪ M-Commerce: operates through mobile only ▪ Virtual store/wall: realistic image displays ▪ Farm-to-Table: local food delivery to table

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Definition

“A system in which reality itself (that is, people’s material/symbolic existence) is entirely captured, fully immersed in a virtual image setting in the world of make believe, in which appearances are not just on the screen through which the experience is communicated, but they become the experience.” (Castells, 2009, p.404).

Key elements

1. The quantity of information is abundant enough to describe a specific goods item as well as help create realistic virtual online environment. 2. The forms of information are diverse enough, including words，pictures, sound, videos, etc., to make users feel real 3. The experience should be communicated and shared between users. Reference Castells, M. (2009). The Rise of the Network Society, With a New Preface The Information Age: Economy, Society, and Culture Volume I. (2nd ed.) Hoboken, Wiley. .

Key elements of Real Virtuality

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Feels like in a real market

1. Rich information about food products (price, weight/quantity, description, etc.) 2. Recipes about how to use these materials, followed by a link 3. “Your community” where users can participate activities together, such as charity, having more information about Countdown

Sometimes, not so real

1. Can’t watch products from three dimension (one picture only for each product and some of them don’t have a picture) 2. Products 3. Inconvenience of delivery :high minimum spend ($80) and expensive delivery fees 4. Don’t have online customer service, can’t get feedback immediately

Real Virtuality in Countdown’s On-line Food Retailing

Buy these ingredients now ！Out of stock “Your community”

No picture, high delivery fees

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How Value is Created in Marketspace?

 Tailor-made brochure from myCountdown provides the most efficient new on food discount.

• Based on customers’ favourite product list, countdown will provide the

updated promotion information to customers, which is created individually.

 Food is not only raw materials anymore, but what we could eat through Food hub.

• Several fine recipes are available on Food hub, which release

customers from the questions of “what I should eat for dinner today?”.

Lower price Better Service

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 Efficient and convenience to select food on line

▪ Not only the raw material, but also how it could be is available online from the food hub, so that customers could know what to buy when they attracted by the delicious dishes.

 Purchase by one click

▪ Go directly what I want with key word searching without go through any

• ther products that I don’t want at all.

▪ Easily to know all types in one category and fast comparison for decision.

 Low cost of warehouse for product storage.  Besides a marketplace, company website is also a place to release the latest news and set up brand image.

The Differences to the Marketplace

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 The Concept Two-way electronic communication between two parties (buyer and seller) by electronic media in a location other than a store (Joseph et al., 1997).  Technology options (Andreas, 2009) ▪ Radio on demand ▪ EI Games on demand ▪ Interactive television ▪ Home online shopping ▪ Home banking and financial service ▪ Information service ▪ Video information

The Concept of IHS

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1990s, Proliferation, Telecommunication (Chang et al., 2016)

2006 2010 Average Annual growth rate Global online shopping US$ 640.7 Billion US$ 951.4 Billion >10% Taiwan US$ 3.05 Billion US$ 10.38 Billion >35%

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The Concept of IHS

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IHS Competitive Advantages

• Countdown adds The Shield to its website-

Countdown is supporting a Women’s Refuge initiative that allows visitors to its website to access ‘The Shielded Site’, a portal enabling victims of family violence to safely seek help and access critical information without fear of detection.

• Expediential growth in sales with the added benefit of

being able to reduce staffing costs of wages, sickness etc

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• Personal shopper helps you to convey any special

detail or requirement for choosing the product.

• Feedbacks can be provided by customer for

improvement in the shopping experience.

• Major online grocery shopping portal. Pak n save and

New world are not competing in the digital world.

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IHS Competitive Advantages

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IHS Disadvantages

• There is a limitation to the feedback option. One

cannot give feedback in more than 250 words or add any pictures to support his opinion.

• Many items are not available in stock while ordering
• nline leading the customer to hunt the shop floor.
• Lack of personal attention to the customer.

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Thank You!