aprons and algorithms - the future of retail experiences
TRANSCRIPT
@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
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OUR LIVES ARE DEFINED BY
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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
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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