Digital Is Dead: Effective Retailing & Engagement in the Omnichannel World

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e Plot ickensDigital StorytellingDigital Is Dead

Effective Retailing & Engagementin the Omnichannel World

I ’m Paul,

I like bright trousers.I’m Paul Sheehy.

I like bright trousers, and telling stories.

Today’s insights will enable you to Inspire and engage your consumers

like never before…

Part 1.

Digital Is Dead

Part 2.

Enabling Great Experiences

Part 3.

The Future

Part 1.Digital Is Dead

We asked some astute university graduatesto define digital…

“Information that is communicatedthrough the use of a complex language

involving 1s and 0s.”

“Something going through a computer.”

“Communication through technology including

websites, email, social media, phones, etc.”

-We use to specify colour or B&W television

until all TVs became colour

Digital, as a thing, is dead.Everything is digital.

&

We no longer live in a world where digital is a part of it -

we lead digital lives.

Part 2.Enabling Great Experiences

Our focus must move away from the technology itself, to the experience that the technology enables for our consumers.

Enter: Invisible Technology

Underpinning retail to create a seamless experience

The ultimate strategy allows consumers to use a host of platforms interchangeably for

shopping, ordering, purchasing, pickup, delivery and returns.

In order to reach the consumer first, fasterand more often than competitors…

Symphony jQuery EditorDubai’s home of luxury fashion launched a responsive Magento

eCommerce site for a shopping seamless experience across platforms…

Featuring customizable shoppable magazine, ‘Notes’

Enter: Invisible Technology

Underpinning retail to create a seamless experienceOliver Bonas, Gifting

In a crowded marketplace, it’s also

vital to craft an authentic retail experience both on and offline.

Technology is the vehicle to deliver stories.

Invisible TechnologyUnderpinning retail to create a seamless experience

BurberryBurberry’s omnichannel offering is seamlessly integrated,

delivering a rich shopping experience

with LED screens, films, fashion shows, music, storytelling, education, and more...

Burberry

with LED screens, films, fashion shows, music, storytelling, education, and more...

“Research indicates that consumers who

shop both online and in store spend 2 -3x as much as shoppers who only shop

from one.”

– Robin Lewis, Forbes Magazine

Invisible TechnologyUnderpinning retail to create a seamless experience

Burberry

Including their most recent retail accomplishment

Live shop the catwalk @ London Fashion Week

Net-A-PorterWhile they don’t have a physical store,

the vast multi-brand retailer stepped into the physical realm in February with a shoppable magazine

Connected CommerceThe natural evolution of eCommerce

For brands with purpose, creating an authentic retail experience is as

much about crafting meaningful connections with consumers as

selling products.

Which is why

Everythinga brand does must connect with people in

a way that is more than just linear.

5 Things You Can Do ToCraft Meaningful Connections

Inspire

Make space for ‘Froth’

Reward

Learn

Adapt

5 Things You Can Do ToCraft Meaningful Connections

1. Inspire

Inspiration must come first, whether through our eye-opening content, captivating film, sensory marketing or feel.

Kate Spade Saturday,Taking window shopping to a new level with a completely new and innovative shopping experience…

5 Things You Can Do ToCraft Meaningful Connections

2. Make space for ‘froth’

Make the most of the buzz and empower consumers by giving them the space to make noise about you.

Brands engaging with consumers through consumer-generated photo sharing have seen up to 3x increase in conversion - Olapic

Fun Fact

Chanel is the most #tagged fashion brand on Instagram even though the brand doesn’t have an official account

- L2 Think Tank

Froth will happen with or without your help.It’s up to you to make the most of it commercially.

5 Things You Can Do ToCraft Meaningful Connections

3. Reward

A way to create deeper connections with your all-powerful tribe voice and encourage further contribution from your consumers is to reward them for their efforts…

Hi Fleurie,

Thanks for sharing a photo of your purchase from SIVVI on Twitter yesterday! As you had 547 ‘highly engaged’followers at the time of your Tweet, we’d like to offer

you:

25% off of your next purchase over at sivvi.com

Have a nice day,Love SIVVI

5 Things You Can Do ToCraft Meaningful Connections

4. Learn

The world is made of stories, not atoms, and we can gather data from these stories to help improve the experiencewe offer.

With the appropriate analytics we can keep up with what’s going on in our brand

universe.

5 Things You Can Do ToCraft Meaningful Connections

5. Adapt

Observe closely how they interact with the technology you provide them, so that you can constantly evolve and improve your offering to make it:

- Quicker- Easier- More relevant

Part 3.The Future

Globalisation

The Internet and evolution of technology has essentially integrated the entire world.

Globalisation

Think global, act local.

GlobalisationThat’s been HSBC’s mantra for 14 years…

The Future: Transformation

There’s no denying we're

heading into a transformative do-or-die era of retail that

demands more of brands…

But there's light at the end of the tunnel if we evolve and adapt, work creatively, and harness the

enormous power of technology and global integration.

But most importantly, businesses will soon be powerless to part consumers with their money as ‘selling for selling

sake’ becomes old-hat.

So we’ve got two options:

1. We lose customers until our final campaign barely registers and our business dies.

OR 2. We bring heart into our business.

The Future: Transformation

“Giving people positive experiences and

meaningful products and services, and improving the quality of life for both

consumers and employees.”

– Robin Lewis, Forbes Magazine

The Future: Transformation

HSBCA business with a distinctive mantra, HSBC is once again seen to be embracing the future of business transformation before any of its

banking competitors…

FinisterreA brand with purpose, Finisterre is sculpting the cold water

surfing industry. We took Finisterre to Magento Enterprise to help them make the most of their dedicated social activities, beautiful

film and photography.

#coldwatersurf

A Purposeful CampaignJust imagine a world where brands ‘gave back’ in a way that helped

to promote their own values and mission too?

For a FREE copy of Rio Breaks email: paul@wearefolk.comOr Tweet @KiwiSheehy

Summary

-

Digital is dead.Everything is digital.

The faster and more connected the world getsthe more consumers will demand authentic

connection.

Brands who tell stories with purpose and connect will thrive.

Create content to create meaningful experiences. Storytelling is the vehicle for experience.

Be prepared for transformation.

Bring some heart into your business.

e Plot ickensDigital Storytelling

Competition

To WIN a day-long Why Workshop with Folk for you and your team, and get to the heart of your brand again

Simply Tweet us your experience of today’s session to:

@folkwithpurpose

Tweet me @KiwiSheehy | Tweet us @folkwithpurposeEmail us hello@wearefolk.com | Call us 01202 289 000

e Plot ickensDigital StorytellingThat’s all folks!Thank you