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“CREATING CUSTOMER ADHESIVITY ON AN INDIAN BUDGET”

18 t h June 2014

WESTERN VS INDIAN APPROACH

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TODAY’S DISCUSSION

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• Plethora of ideas

• Which are the ones that work for

you?

• Fear of breaking the bank !!!

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EXECUTIVE SUMMARY

INNOVATIONS IN RETAIL MOBILE IN-STORE CROWD

SOURCING TRAFFIC

BUILDING VIRTUAL STORES

MOBILE CUSTOMER EXPERIENCE

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IN-STORE CUSTOMER EXPERIENCE

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CROWD – SOURCING INNOVATION

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TRAFFIC BUILDING INNOVATION

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VIRTUAL STORE EXPERIENCE

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PRACTITIONERS VIEW TO LEAN

INNOVATION

CONNECTING WITH CUSTOMERS THROUGH OUTCOMES

Enterprise Loop

Lean Enterprise Loop

LASTMINUTE.COM EXAMPLE

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4 days

80 ideas3 actionable prototyped solutions

400+ customers per day

LASTMINUTE.COM EXAMPLE

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THANK YOUSath iyanarayanan V i j aya raghavan

thoughtworks .com

CUSTOMER CO-CREATION

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Evidence-based

decisions on outcomes

Create an experiment to test it

MOBILE CUSTOMER EXPERIENCE

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Hointer added QR code to their jeans so that customers could just scan the item and it will be delivered to trial room

MOBILE CUSTOMER EXPERIENCE

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Sainsbury scan and go

IN-STORE CUSTOMER EXPERIENCE

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• > 50 LCD screens• 23 foot video wall• Virtual hostess,

Mrs. Green, a hologram

• Touch screen kiosks

• High-tech kids area - interactive video wall and projections

• Market Pass app for mobile payment and rewards

IN STORE CUSTOMER EXPERIENCE

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United Arrows Marionettebots combines a traditional mannequin with the movement capabilities of a robot; used to drive traffic to stores and has used motion chemistry of consumers to offer promotions

CROWD – SOURCING INNOVATION

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SuperBrugsen in Denmark allows customers to indicate local products that they would like their stores to stock; crowd sourcing at its best

Frito-Lay’s “Do Us A Flavor” campaign on Facebook, Twitter and local media generated 600,000 submissions over 3 ½ months

CROWD – SOURCING INNOVATION

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Loblaws, a supermarket chain in Cadana, allowed consumers to submit their recipe ideas for a new President’s Choice branded product, and integrated it with a Food Network Canada (later CBC) television show to showcase the finalists’ recipesBudweiser asked its 12 brewmasters to envision their own unique version of beers. After six beers brewed for sampling and 25,000 opinions, the experiment resulted in a new golden amber lager : Budweiser Black Crown

IN STORE CUSTOMER EXPERIENCE

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Fragrance Bar deployed at Sephora’s megastore in ChinaPerfume dispensers with iPad stations. The stations allow customers to set the occasionand try out different perfumes increasing chances of conversion

TRAFFIC BUILDING INNOVATION

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The Body Shop used a technologically advanced marketing campaign that involved the iButterfly app.

The Body Shop campaign included merchandise discounts and several grand prizes that were worth hundreds of dollars

VIRTUAL STORE EXPERIENCE

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Creation of urban retail spaces in vacant areas; users with a smartphone will have a fully stocked supermarket. Consumers scan, add products, pay and have the items delivered

VIRTUAL STORE EXPERIENCE

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P&G launched 5D experience concept store in Sao Paolo. Enables users to experience the brand’s products from a new perspective

VIRTUAL STORE EXPERIENCE

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Virtual shopping wall at Delhi Airport by HomeShop18; customers can shop by scanning the QR code shown with each product

VIRTUAL STORES

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Magazine Luiza’s innovative virtual model covers 52 of its 350 chain stores. Megastore in small, hard to reach cities. Virtual store started with video sales and customer service and moved online. Provided one hour of internet for customers and an additional hour for bringing an additional customer. Space for education, healthcare, child care etc

TRAFFIC BUILDING INNOVATION

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eMart in South Korea launched campaign with QR codes called Sunny Sales; 25% increase in sales and new membership by more than 50% month over monthThe Body Shop campaign that involved a technologically advanced iButterfly app

The Body Shop campaign included merchandise discounts and several grand prizes that were worth hundreds of dollars

DIGITAL MARKETING

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Clear example of the power that convergence of physical and virtual worlds can create. By displaying Facebook “likes” on small screens embedded in articles’ hangers, C&A allows online community to drive behavior of brick and mortar shoppers

SUPPLY CHAIN INNOVATION

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RFID tracks merchandize from manufacturer to consumer; stitched as part of the clothKeeps track of stock throughout the supply chain with ability to meet “promises to customer”