sapient-oracle oct-9 2012
TRANSCRIPT
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1© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Engaging Experiences
Innovation and Inspiration
9 October 2012
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2© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
The Changing Face of Engagement
Innovation in Experience Design
Some Great Experiences
Agenda
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3© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
The Changing Face of
EngagementInnovation
9 October 2012
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4© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Research Online, Pick Up In Store
Social Opinions and User Generated Content
Experience Marketing, Experience Shopping
Loyalty
Personalization
Seamless Experiences
Mobile, Mobile, Mobile
Touch (and the Other Senses)
Opening Thoughts
How customers engage with brands is changing at an
incredible rate.
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5© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Being Relevant
Standing Out Amidst the Noise
Leveraging Previous Investments
Build Once, Deploy Often
Developing the Right Experience for your Target Market
Brand Appropriateness
Customer Experience Strategy
Knowing Your Customers
Challenges
What are the associated challenges?
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6© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Emerging Trends and Technologies
Interactive Kiosks
Branded Check-In
Social Media
Digital Signage
Augmented Reality
QR Codes
Spot Vending
Smart Phones
Tablets
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Interactive Displays
Measurement
Concierge Kiosk
Loyalty and
Check In
Tablets / Mobile
Commerce /
Virtual Catalogue
Product data
Customer data
Merchandising data
One View
of
Customer
Are Transforming Today’s Guest Experiences
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8© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Innovation in Experience Design
Innovation
27 July 2012
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EXPERIENCE DIMENSIONS
� ACCESS: the ability to reach other
persons, activities, resources,
services, information, or places
� CONTROL: the degree to which
the use of things, activities, and
spaces is controlled by their users
� FIT: the match between a person
and their surroundings to support
the activities in which they will
customarily engage
� VITALITY: the tapping of human
powers: functions and emotions
� SENSE: the ability to know identity
and place – where or when one is
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10© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
the ability to reach other
persons, activities,
resources, services,
information, or places
ACCESS
• Delivering connected experiences,
any time, anywhere, across any
device.
• In-store, on-line, in branch, on-
the-go, whatever, whenever.
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Continuous ExperiencesContinuous Experiences
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the degree to which the
use of things, activities,
and spaces is controlled
by their users
CONTROL
• Enabling the user by giving them
control (e.g., over preferences,
information).
• Putting the user in the driver
seat with usefulness, usability,
and desirability
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13© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Real-time controlReal-time control
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the match between a
person and their
surroundings to support
the activities in which
they customarily engage
14
FIT
• Offering context and orientation,
supporting the user at the right
time and place with the right
content
• The right experience at the right
moment in the customer journey
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Predicting DesirabilityPredicting Desirability
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the tapping of human
powers: functions and
emotions
16
VITALITY
• Expressing personality, creating
desire, extending physical
abilities
• Differentiating the brand in
appropriate ways
• Bringing the brand to life
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Curated ExperiencesCurated Experiences
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the ability to know
identity and place –
where or when one is
18
SENSE
• Giving the user the cues they
need to make sense of their
experience (way finding,
auditory cues, clarity and
consistency)
• Making sense of the experience
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Quantifiable SelfQuantifiable Self
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20© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Relevant Experiences
Innovation We Can Leverage
9 October 2012
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Major RetailerMajor Retailer
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Experience Innovation through:• Access• Control• Fit• Vitality
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the brief – E&E
• convert more of loyal guests into E&E shoppers by creating differentiation beyond price and convenience
• capitalize more on our strengths of surprising and delighting our guests while providing an engaging environment that inspires her to buy
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24© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
accessories, dvds, cds,
music, peripherals, whole
category consideration
cameras, games, tvs,
tablets, ereaders
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25© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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simply put, moms are empowered by technology.
however, most moms are just not inspired
by it.
so what does inspire her?
our insight
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in short,
it’s not about the gear.
It’s about the experiences the gear enables.
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inspire mom to integrate electronics into her life
by bringing life to our electronics.
the brief - reframed
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30© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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31© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Establish an interaction model,
standard visual design system
that can be leveraged globally
to support the expansion of
product market share
The Challenge
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32© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Audi mobile Portal
Goal: best possible mobile user experience
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33© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
First Android app by Audi worldwide
Audi Fahrzeugbörse (Hybrid App)
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34© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Case Study:
Multi-Channel Recreation
Mobile App Design
Case Study:
Audi A-1 iPad App
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35© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Launch campaign new A1 Audi – community app
Audi A1
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36© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Audi A1 iSpecial iPad
Extending app to iPad
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37© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Audi A-1 iPad Application, Configurator, and Rich brochure
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38© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Launch Campaign Audi Q3
Android and iPhone App
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39© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Launch campaign new A1 Audi – community app
Audi A7 Sportback iPad App
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Support the expansion into the emerging market
Reduction in investment development and unit cost
Increased flexibility to support the various requirements of the individual markets
Establishment of a balanced global footprint Mobile Portal available in 15+ Countries and 18 Languages
� Audi A1 App: available in all app stores in the following languages: EN, DE, IT, ES, FR, NL, RU
� Audi Q3 App: available in all app stores in the following languages: EN, DE, TR, IT; ES; FR; NL; PT
� Audi A7 App: available in all app stores in DE and EN
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41© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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42© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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Retail experiences under transformation
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The threat…
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45© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
What stores will always have…
• Sense� Immersiveness
• Fit� Associates
• Control� Immediacy
• Access� Social
• Vitality� Fun
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46© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Retail Experiences are under transformation
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47© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Retail Experiences are under transformation
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General Premise
Behind every product is a need.
For every need there is a solution.
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49© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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50© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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51© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
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Story:
Designed for in-store placement, the SapientNitro
In-store Touch Experience enables customers and
sales associates to engage with the full inventory of a
retailer, whether it’s in store or online.
Features & Benefits:
• 46”HD interactive display
• Integration with inventory, POS, and back end
systems
• Outfit Builder offers Up-sell / Cross-sell
opportunities
•Social media tie in
•Ad space / product placement for manufacturers
Fashionable | In-store Touch Experience
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54© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Marks & Spencer | Endless Aisle Kiosk
Marks & Spencer has opened its new
flagship store at 100 Avenue des Champs-
élysées in Paris. Trading over three floors,
the 1,400 square meter store is part of
M&S' ‘bricks & clicks' strategy, as it returns
to the French market with a combined store
and e-commerce offer.
The store uses the latest technology to
extend the M&S product range available to
customers.
Two touch screen order points and two
fixed tablets make it easy for customers to
shop from over 10,000 products available
online.
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55© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
Marks & Spencer | Magic Mirror