4. THERE IS A TENDENCY TO FOCUS ON THE
PRODUCT/SEGMENT/CATEGORY
5. 8/10 NEW PRODUCT RELEASES FAIL.IN EUROPE NEW PRODUCTS
SURVIVE ONSHELF FOR 10 WEEKSIN JAPAN, ITS ONLY 2!YET
6. THERE IS A TENDENCY TO FOCUS ON THE STORE
DESIGN/ASSORTMENT/PRICE
7. YETAccording to the research, in the UK, nearly 15,000 shops
closed in town centres between2000 and 2009, but a further 10,000
shut in 2010 and 2011. (DAILY MIRROR 2012)
8. THERE IS A TENDENCY TO FOCUS SOLELY ON THE CAMPAIGN
9. YETPWC puts worldwide ad spend at $467 billion across all
media in 2013, whileconsumer confidence in advertising is at an all
time low
10. BIG THINGS ARE DONE WELL - ITS THE SMALL THINGS THAT ARE
DONE POORLY
11. MADE IT MUCH HARDER THAN IT LOOKS
12. THE SECRET IS MORE ABOUT PHYSICS THAN PSYCHOLOGY ..
13. 8 MILLION BRANDS!8 MILLION BRANDS TO CHOSE FROM, ONLY 28
MINUTES TO BUY
14. 1680 seconds30 000 products& MOST COMMON NUMBER OF
ITEMS PER TRIP?INSIDE THE MIND OF THE SHOPPER Herb SorensonN(p)/T =
?
15. MORE THAN 80% OF THE TRIP ON THE MOVE
16. ON AUTOPILOT..This Kantar World Panel data shows that on
subsequent shopping trips, 80% of the time theshopper buys either
the exact same item on the next trip, or perhaps a different
variety of thesame brand, while 20% of the time they may purchase a
different brand from that category.
17. MOVING INTO A MULTI CHANNEL ENVIRONMENT
18. ONLY OBJECTIVE CAN BE TO DESIGN BETTER EXPERIENCES
19. MARKETBRANDCUSTOMER STOREBUYEROUR FOCUS IS BUILDING
RELATIONSHIPS
25. ITS ABOUT BUILDING EMOTIONAL CONNECTIONS (MILLIONS OF
THEM)
26. SALES VS MARKETING. OPERATIONS VS CUSTOMER
27. POORLY IMPLEMENTED
28. AND THE WRONG MEASURES
29. WHAT % OF CUSTOMERS COME INTO YOUR STOREAND DONT BUY ANY OF
YOUR PRODUCTS?
30. Its the second time a person chooses to buy yourbrand that
is more important than the first.. ME (2010)THE GAME IS IN
FLUX
31. THE TOP 100 BRANDS REPORT
32. THERE IS NO SHORTAGE OF GOOD IDEAS.THE TROUBLE IS GETTING
THE OLD ONES OUT.DEE HOCK.
33. SOME OF THEM CAME INTO BEING MANY YEARS AGO..
34. OPEN FOR BUSINESS 24/7
35. DIGITAL INTEGRATION IS A GIVENGENERAL MOTORS
36. BIRTH OF A NEW BREED OF (MOBILE) SHOPPER
37. 1. MARKETING AS SERVICE DESIGN2. REDEFINE LOYALTY AND THE
VALUE OF LIFELONG CUSTOMER (PERSONALISATION)3. THE STORE BECOMES
THE PRODUCTEXPERIENCE CENTREREINVENTION FOR RETAIL & REVOLUTION
FOR BRANDS
38. 1. MARKETING AS SERVICE DESIGN..Marketing as Service Design
offers a new mandate for marketingdepartments; it not only improves
the brand experience, but createsvalue and transforms business,
often by transforming the lives of thecustomers. The challenge for
the marketers and agencies helping them isreprogramming their
objectives to towards continually building andsustaining value for
the long term.
39. 1. MARKETING AS SERVICE DESIGN..SAYDUCK
40. 1. MARKETING AS SERVICE DESIGN..ORCA RESCUE DRIVE FOR
STRANDED MOTORISTS
41. 1. MARKETING AS SERVICE DESIGN..LOREAL- MY COLOURIST
42. 1. MARKETING AS SERVICE DESIGN..NEIMAN MARCUS NM
SERVICE
43. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER
(PERSONALISATION)Shoppers are sharing their personal data with
retailers and brandsthrough opt-in platforms to trade for a better
level of service. By havingaccess to the information like
preferences and purchase histories - salesassociates and service
representatives can deliver more personalisedinteractions and
tailor product recommendations. This allows for a morecustomised
and thoughtful shopping experience.
44. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER
(PERSONALISATION)KURT GEIGER SA VIP SUITCASE
45. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER
(PERSONALISATION)STOP & SHOP SCAN IT CHECKOUT
46. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER
(PERSONALISATION)COCA COLA (AUS) LABEL NAME
47. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTREDespite
the threat of online shopping and digitally empowered consumersthe
physical store will remain as important as ever in the delivery
ofmeaningful human-led product experiences. The role of the
physical storewill evolve from transactional to experiential and
according to DeloitteStore 3.0 Survey 2011 in 5 years, providing
the customer with acompelling brand experience will become the
primary function of thestore..
48. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTREAPPLE -
STORES
49. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRESPRINKLES
- ATM
50. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
51. SO WHAT NOW?
52. Do or do not. There is no try
53.
REFERENCESSPRINGWISE.COMTRENDCENTRAL.COMPSFK.COMSMARTBRIEFBRANDWEEKADVERTISING
AGEMOST CONTAGIOUS MAGAZINEWIREDTED.COMTNS SHOPPER BLOGSHOPPER
CULTURE.COMHARVARD BUSINESS REVIEWWHY WE BUY - UNDERHILLBUYOLOGY -
LINDSTROMINSIDE THE MIND OF THE SHOPPER - SORENSEN