aprons and algorithms - the future of retail experiences

@timghalgh @FITCHdesign

APRONS &

ALGORITHMSTHE FUTURE OF RETAIL EXPERIENCES

C O N T I N U O S T H I N K I N G i n t h e p h y s i c a l & v i r t u a l r e t a i l w o r l d

No Longer…

No Longer…

Future Platform

People

Retail

7

OUR LIVES ARE DEFINED BY

8

9

S H A R E DE X P E R I E N C E S

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7 8 % O F M I L L E N I A L S P R E F E R T O S P E N D

M O N E Y O N E X P E R I E N C E S

O V E R P R O D U C T S Harris Research International 2015

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E X P E R I E N C E S = C U R R E N C Y

ADMAP - Design a luxury experience 2015

‘Likes’ and ‘Selfies’ are a new currency

ADMAP - Design a luxury experience 2015

1515

16

17

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W H Y D I D H E G O T H A T W A Y ? ?

GENERATION ‘PICKY’

BB, X, Y & Z

Service

Self Service

Automated Service

Social Service

The Consumer Conversation

The Experience void between brands and their consumers

Source: EConsultancy

OK IS NO LONGER OK

51% EXPERIENCE

20% PRICE

20% PRODUCT

9% OTHER

59% Someone offered more

49% Switched in 2015

30% Previous brand failed them

Tr e v o r E d w a r d s P r e s i d e n t N i k e B r a n d

W e ’ r e n o t i n t h e b u s i n e s s o f k e e p i n g m e d i a c o m p a n i e s a l i v e …

… w e ’ r e i n t h e b u s i n e s s o f c o n n e c t i n g w i t h c o n s u m e r s ”

“ S t a r b u c k s i s n o t a n a d v e r t i s e r ; p e o p l e t h i n k w e a r e a g r e a t m a r k e t i n g c o m p a n y, b u t i n f a c t w e s p e n d v e r y l i t t l e m o n e y o n m a r k e t i n g a n d m o r e m o n e y o n t r a i n i n g o u r p e o p l e ”

H o w a r d S c h u l t z C h a i r m a n a n d C E O - S t a r b u c k s

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EXPERIENCE DRIVES VALUE

Source: Medallia Analysis/HBR.Org

The Value of Customer Experience Quantified

1.0X1.3X

1.5X1.8X 1.9X

2.4X

1-3 4-6 7 8 9 10

Customer Experience Score

Annual Revenue Increase Per Customer

Art Science

Future

Omnichannel

…you can’t omnichannel your way out of a poor or disjointed proposition

Omnichannel

expect

innovation co-creation continuity

GEN Z

It’s supposed to be easy - the science can sometimes get in the way

CON TIN UOUS THINKING

The undeniable future of all things retail

…is the art.

W E K N O W T H E

I N T E R A C T I O N B R A N DP E O P L E

Q U E S T I O N S T O A N S W E R

P E O P L E : W H A T A R E T H E I R M I N D S E T S ? H E A R T S E T S ?

B R A N D S : W H A T ’ S P O S S I B L E ? W H A T ’ S O W N A B L E ?

I N T E R A C T I O N S : H O W D O T H E Y W O R K ? H O W C O U L D T H E Y W O R K B E T T E R ?

CON TIN UOUS THINKING

BEHAVIOUR IDEAS TESTING

IF WE CAN CONNECT WITH PEOPLE ANYWHERE AND EVERYWHERE…

SOCON TIN UOUS BEHAVIOUR

UNDERSTAND THEIR BEHAVIOUR

WE SHOULD

CON TIN UOUS BEHAVIOUR A LIFE LENS, NOT

THE CHANNEL

THROUGH

WHAT I CAN ACHIEVE WITH YOU

WHAT I CAN BUY FROM YOU

FROM

TO

CON TIN UOUS BEHAVIOUR

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

Achieving Post purchaseExperience

MINDSTATES DREAMING BE INSPIRED LEARNING HAVING FUN

I WANT TO GET FITTER

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

MINDSTATES EXPLORING BROWSE EASILY MORE INFORMATION NARROW CHOICES

I WANT A PAIR OF TRAINERS FOR RUNNING

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

MINDSTATES LOCATING EASY TO FIND USEFUL REMINDERS REASSURANCE

I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

MINDSTATES EXPERIENCING CARE AND ADVICE ACTIVE COMMUNITY GETTING MOST OUT OF PURCHASE

Dreaming No specific purchase intent

Exploring Purchase intent in the category

Locating Specific product or service

Experiencing Post-purchase using product or service

I WANT TO GET THE MOST OUT OF MY RUNNING

ACHIEVING

CON TIN UOUS IDEAS

CON TIN UOUS IDEAS

CON TIN UOUS IDEAS

FROM ONE OFF MONUMENTSAWAY

LOTS OF BIG IDEAS/ EXPERIENCES

ToCON TIN UOUS IDEAS

PHYSICAL HUMAN DIGITAL

CON TIN UOUS IDEAS

P H D

Immediate Immersive Tactile

Empathetic Approachable Kind

Connected Interactive Storytelling

CON TIN UOUS IDEAS

Immediate Immersive Tactile

Empathetic Approachable Kind

Connected Interactive Storytelling

P H D Future UX platforms

“…know my preferences” One log in

Future role of the store Showrooming | Webrooming

CON TIN UOUS IDEAS

HUMAN RITUALS EMPOWERED PHYSICALLY & DIGITALLY

CREATINGP H D

CON TIN UOUS IDEAS

CON TIN UOUS TESTING

CON TIN UOUS TESTING

CON TIN UOUS TESTING

China - New Homes

DIYDIFMFROM

OR

DO IT FOR ME

Cultural Attitudes - The Renovation Process

DIYDIWMFROM

OR

DO IT WITH ME

Cultural Attitudes - The Renovation Process

Aspirational Browsing

Experience Signatures™ | Vivid Homes Get started

Experience Signatures™ | Vivid Homes Collect ideas with an interactive card

Experience Signatures™ | Vivid Homes See your ideas with a cost estimate

Experience Signatures™ | Vivid Homes VIVID Coaches

The Human Factor

When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built.

Experience Signatures™ | Vivid Homes Invite friends and family to Premiere your home

Seamless Retail™ | Experience Signatures Save and manage with the VIVID project

Seamless Retail™ | Experience Signatures How to use your new home with Home passport

Experience Signatures™ | Vivid Homes

DREAMING EXPLORING LOCATING EXPERIENCING

P

H

D

Continuous Thinking The ‘Art’ of Retail

ACHIEVING

Experience Signatures™ | Vivid Homes

DREAMING EXPLORING LOCATING EXPERIENCING

P

H

D

CONTINUOUS MATRIX

Continuous Thinking The ‘Art’ of Retail

ACHIEVING

Experience Signatures™ | Vivid Homes

DREAMING EXPLORING LOCATING EXPERIENCING

P

H

D

Continuous Thinking The ‘Art’ of Retail

ACHIEVING

Tim Greenhalgh Chairman & Chief Creative Officer @timghalgh @FITCHdesign

THANKS