social customer experiences that deliver real business...
TRANSCRIPT
@BRIANSOLIS
The new “Kodak moment”
is that moment when you
realize that customer
behaviors and
preferences changed so
dramatically from your
assumptions that it’s too
late to change. @briansolis
Digital Darwinism
The evolution of society
and technology and its
impact on behavior,
expectations and customs.
Many dominant companies built their reputations on giving customers
what they could expect consistently…predictable experiences. Now,
connected consumers want the opposite of that.
The future of retail
balances in-store, web,
mobile, social and
emerging tech to deliver
frictionless, seamless and
innovative customer
experiences. You are now
experience architects. #experiencearchitecture
Innovation
begins here
and here
and here
As times, tastes and trends change, you
have to be willing to innovate and re-
imagine your value proposition. Always.
You must take risks knowing that
sometimes you will fail. But overall, these
failures will teach you, give you new
experience and expertise and make your
company and team stronger.
What is brand experience?
What is customer experience?
XExperience is the sum of all engagements a customer has with you during the customer lifecycle.
What is experience?
Experience is something you
feel, something you sense
and interpret…it’s measured
by how you react.
86% of consumers say they are
willing to pay more for a better
customer experience.
BrandOur promise and our
investments in CX
ExperienceWhat people actually feel and
share in every moment
Exp
erie
nce
Div
ide
The Future of Retail in 1 Picture
Meet Generation C – “Connected”
#LEARN
TO UNLEARN
Master Total Re-CXing
People look at their phones 1,500x each week.
They spend 177 minutes on their phone per day.
WELCOME TO THE
#EGOSYSTEM
And, digital introverts…
Connected customers see the world differently. They’re “always on.”
THINK.LIKE.THE.CUSTOMER
Ladies and gentlemen,
The Cluster Funnel
The 90s
called…they want
their Internet back.
I tried to be innovative, but I got stuck in meetings.
Innovation in experience design is all the work you do to conform to expectations and aspirations of people as they evolve instead of making them conform to your legacy perspectives, assumptions, processes and metrics of success.
@briansoli
s
Micro-moments unfold through
a variety of common “I want”
scenarios that help people
take steps or make decisions
I want to learn…
I want to buy…
I want to know…
I want to go…
I want to do…
• Webrooming more common than showrooming (69% to 46% respectively), according to Harris poll
• Millennials prefer webrooming
• Amazon remains #1 for both showrooming and webrooming
If you’re waiting for someone to tell you what to do, you’re on the wrong side of innovation.
Inspired by Matt Ballantine
There is no 1 way to succeed in the future. Success
is dependent on a balance of iteration, innovation and
disruption. If you do not disrupt yourself, it will be a
gift given to you by someone else.
RE-IMAGINING THE FUTURE OF RETAIL
“When we think about ourselves, we think about constantly
innovating and staying ahead of the curve,” says Bridget Dolan, vice
president, Sephora Innovation Lab.
“The mission is to make sure we are listening to our clients’ needs,
our internal employees and the ideas they have, and keeping a
finger on the pulse of trends, all the while competing with ourselves
to make sure we’re always innovating.”
“A lot of work Labs is doing is focused
on understanding the shopper, the
actual consumer, relationship with the
brand. It's about how we facilitate the
ability for any kind of engagement,
anywhere, anytime, any way. ‘Shop
my way.’
- Andy Hedges, Director of Shopping Centre Management and
Marketing, Westfield
The price tags in the store have been printed from digital ink,
meaning prices can be adjusted centrally and instantly.
Customer Loyalty is getting a makeover
Loyalty cards will be replaced by targeted, data-
driven, customized rewards derived through
integrated data sources:
Transactional data
Demographic data
Social data
CRM data
Existing loyalty data
Proprietary data
Sensor data
Supply chain data
Location data
1. Expectations
2. Intent
3. Context
4. Immediacy
Reverse Engineer
Retail Experiences
Fix the fundamentals
Eliminate friction points
Differentiate
Innovate
The Pyramid of
Retail Innovation
Fix what they hated + give them
something they didn’t know they
wanted and now can’t live without.
Innovation begins with us The distance between here and the future is only
separated by a vision for what’s possible and
improbable and what we do to make it reality.
Brian Solis
Altimeter Group, a Prophet Company
briansolis.com
@briansolis
Linkedin.com/influencer/briansolis
Facebook.com/thebriansolis