Download - 5D: CX Design
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5D:CX DesignDesigning Immersive At-Purchase Moments
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5D:
• What is 5D:CX • How immersion is evolving • The forces driving 5D • The impact to CX
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There is a battle being waged
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HeartMind Versus
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Retail Emotional Equity Online Retailer Emotional Equity
Emotions matter
Re:Store Study, Shikatani Lacroix 2013
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A state where the barriers between the physical and virtual
worlds disappear and create a deep emotional
connection.
“
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The future of retail is 5D:CX
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Immersion: A better reality
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Augmented reality market will reach
$120 billion by 2020
Facebook Oculus Rift: $2 Billion
Google Magic Leap: $0.5 Billion
Microsoft Hololens: $.? Billion
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Immersion = 5 Factors1. Allows Participants Intuitive Control
2. It’s a Highly Emotional Experience
3. Provides a High Level of Storytelling
4. The Experience is Stunningly Real
5. Technology is Invisible
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3D Sight and Sound
ENTERTAINING
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The Evolution of Immersion
4D Sight, Sound, Smell and Touch
KNOWLEDGE
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4D Immersion = Scale and Interactive
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4D Immersive Path To Purchase
Online Reach
Mobile Integration
Digital In-Store
Digital Sales Tools
Online Validation
ATTRACT TRANSACT RETAIN
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Immersive Experiences l FLOW
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Immersive Experiences l FLOW
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Immersive Experiences l FLOW
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Immersive Experiences l FLOW
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The Evolution of Immersion
5D Total Sensory
IMMERSIVE
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Kraft Foods RFP Presentation | July 24, 2014
Immersion as entertainment
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Kraft Foods RFP Presentation | July 24, 2014
Immersion as a new world
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Augmented Virtual
Immersion Platforms
Physical
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Physical
Blurring the physical and virtual
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Augmenting the physical with virtual
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Virtually defining new worlds
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80% Emotive Decision
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Stand out from the crowd Have confidence in the future Enjoy a sense of well-being Feel a sense of freedom Feel a sense of thrill Feel a sense of belonging Protect the environment Be the person I want to be Feel secure Succeed in life SOURCE SCOTT MAGIDS, ALAN ZORFAS, AND DANIEL LEEMON
FROM “THE NEW SCIENCE OF CUSTOMER EMOTIONS,” NOVEMBER 2015
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25%
Source: Brand Sense and The Impact of Sensory Environments on Spagoers’ Emo;on and Behavioral Inten;on, Conrad N. Hilton College of Hotel and Restaurant Management University of Houston, Houston, TX
Emotions =Sensory Experience
58%
31% 41%
45%
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Millennials Early Adopters
Mobile Enabled 81% Smart Phones 81% Laptop 58% Tablet
Online Shoppers 38% Music 35% Travel 31% Books
Urban Dwellers 46% Live in Urban Centers
Online Influenced 63% Blogs/Social Media 28% Friends and Family 24% Retailer’s Website
Heavy Social Users 87% Very to O[en Usage
Leading Edge 23% Innovators 17% Early Adopters
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64%Want Shared Experiences
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51% Control the Outcome
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53%Experiences Drive Loyalty
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65%Entertaining Benefits
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63%Memorable & Rewarding
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60%Sense of Discovery
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31%Interactive Control
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High Impact Medium Impact
Interactive and virtual reality high awareness and impact
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Home Decor, Banking and Hardware Opportunity
First Choice Second Choice
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The Immersive New Path To Purchase
Online Virtual Shopping
Always Connected Internet of Things
Immersive In-Store
Augmented Sales Tools
Predictive Customization
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Immersion = Emotional Connections
1. It’s about the experience and not the technology or software
2. Success will be determined through how users feel and not think
3. The lines between design disciplines will dissolve and blur
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THANK YOUQuestions - Feedback
Jean-Pierre LacroixPresident, Shikatani Lacroix www.sld.com