tomorrow's customer - how will you serve them?
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Presented by Zain Raj, CEO, Euro RSCG Discovery at the National Retail Federations Retail Innovaton & Marketing Conference in San Franciscon on March 3, 2010TRANSCRIPT
Tomorrow’s Customer:Can We Win Them Over?
6–18 months
% Target
6–18 monthsPROSUMERS
Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009
15–25%
Prosumer: Tomorrow’s Customer
Deliver Value + Values
Rational Signals Of Value
Low price
Premium quality
Great customer service
Added value
+
SOURCE: Euro RSCG Worldwide 2009 Value Study
It’s important that companies/ brandsstand for something other than profitability 86%
SOURCE: Euro RSCG Worldwide study, “The Future of the Corporate Brand”, Feb 08. Percentage reflects average of US, UK, France findings
WHAT IS A GENUINE AND
CREDIBLE ROLE FOR
THE BRAND
REAL ISSUES CONSUMERS CARE ABOUT
Video
Build Brand Momentum
Make Up of Brand Momentum
Past Performance
Trust
Future Potential
Dy
na
mis
m
EMERGINGBRANDS
FADINGBRANDS
SUCCESS
Momentum of US Brands
Base: Euro RSCG Momentum 2.0 Study, U.S.
American ExpressMasterCard
Western Union
Visa
Bank of America
Citibank
HSBC
ChaseWells Fargo
NY Stock Exchange Euronext
Merril Lynch
eTrade
Charles Schwab
TD Ameritrade
GEICO
AIG
Fidelity
Apple
Dell
HP
IBM
Intel Microsoft
AmazonPayPal
Craig's List
ebay
iTunes
Travelocity
Expedia
Priceline.com
Monster.com
Wikipedia
Digg
Flickr
FacebookTwitter
LinkedIn MySpace
Bing
AOL
Yahoo
Netflix
Hulu
Blockbuster
YouTube
Kindle
Tivo
Blackberry
Motorola
Nokia
Palm Pre
iPhone
GE
Samsung
Sony
LG iPod
Zune
PlayStation
Wii
Xbox
AT&T
FiOS
Sprint
Skype
Verizon
Audi
BMW
Jaguar
Lexus
Mercedes
Range Rover
Volvo
Cadillac
General Motors
Chrysler
Fiat
Hyundai
Ford
Honda
Peugeot
Toyota
NissanScion
BuickChevrolet
PontiacSaturn
Ford F-150
Smart Car
Ford Fusion Hybrid
Chevy Volt
Honda Insight
Toyota Prius
Tata Motors
Costco
Sam's Club
Best Buy
Home Depot
Lowes
K-mart
Target
Wal-Mart
Evian
Gatorade
Red Bull
Vitamin Water
Starbucks
IHOP
Dunkin' Donuts
American Airlines
Iberia Airlines
JetBlue
Southwest Airlines
Virgin AirlinesVivance
Westin Hilton Garden Inn Holiday Inn
Hyatt
W Hotels
Exxon Mobil
BP
VestasSiemens
Kraft Foods
Johnson & Johnson
Lysol
Nestle
Dulux Paint
TED Talks
Lean Cuisine
Kashi
Stouffers
PfizerGlaxo, Smith, Kline
Benefiber
Excedrin
Claritin
Dr. Scholl's
Coppertone
Merck
Eli Lilly
AmgenGenentech
Jim Beam
Valspar
Summer's Eve
91
8345
169
Dyn
am
ism
Trust
Social Media, Portals, eCommerce, Hardware, Telecom, Financial Services, Automobiles, Retail,
Travel
Key Drivers of Brand Momentum
In-store displays .36
Special promotional prices/rates .17
Free trial offers .05
ActivationFriends/family .60
People at work .60
Internet blogs .51
Noticed someone using .42
Word of Mouth
Product samples .24
Product Demos .24
Brand Experience
Email newsletter/offer .33
Frequent shopper/points program .05
Brand Loyalty
Internet advertising .55
Website .52
Social network site .44
Magazine ads .36
Radio ads .36
TV ads .32
Events .30
Newspaper ads .20
Billboards .15
Communications Awareness
Visionary .60
Innovative .60
Unique .50
Authentic .40
Brand Perceptions
Internet story .58
New products or services .52
TV story .48
None of these -.57
Brand News
Base: Euro RSCG Momentum 2.0 Study, U.S.
Edutain, don’t just educate
Evian Roller Babies
Piss them off atyour own peril
67% top-notch customer service
61% freebies (gifts with purchase, etc.)
58% made by a company I trust
45% made by a company I admire
44% scarce / hard to find
38% conscientious / making a difference
Satisfying Added Values
Top 2 Box Summary
67% top-notch customer service
Euro RSCG Global Value Study 2009
1:17
3:873
Focus on behaviorsnot just on attitudes
Music video