Erica van Lieven and Helen Bakewell - Festival of New MR - 2014

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  • The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

    Our Pla'num Sponsor for 2014

    Silver Sponsors

    Session Sponsors

    Media Partner Fes'val Supporters

    Schlesinger Associates GMI krea

    The Fes'val of 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    Future of Retail

    2014 Pla=num Sponsor

    Erica van Lieven Managing Director, Direc'onFirst Australia

    Helen Bakewell Strategic Research Manager, AMP Capital Shopping Centres Australia

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    80% of Australians love going shopping!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    73% of Australians still go shopping at least once a week

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    The research journey

    Retailer crowd sourcing and collabora=on

    Consumer Consul=ng Board

    Na=onal quan=ta=ve survey

    Interac=ve retailer website with short ques=onnaire

    interested and interes=ng consumers from across the AMP porNolio

    1000 Australian and 500 New Zealand shoppers

    Omni Channel communica=on delivery to retailers using visual website and video

    Omni Channel Communica=on

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    Retailer crowd sourcing

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    Interested & Engaged shoppers

    The Shopperva'on Community - who we spoke to

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    Workshop

    Looking through dierent eyes Finding/iden=fying interes=ng trends Weighing it up Understanding the meaning of value Back and forth in 'me Exploring past, present and future trends

    Week 1: Looking with dierent eyes

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    Memorable moments Exploring how to create valuable and memorable moments for customers Something to inspire you Inspira=onal links to explore

    Cool ideas or trends Exploring ideas and trends

    Ongoing Trend spoVng corner

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    The Caf

    11

    The par'cipants own topics: ChaUng together, unmoderated

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    Longer engagement with consumers

    First impressions to second thoughts

    A speed date to a rela'onship

    Why does AMP work in this way?

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Give shoppers the opportunity to determine future product ranges, give them recognition for their contribution and keep them informed#

    1!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Give shoppers the opportunity to determine future product ranges, give them recognition for their contribution and keep them informed#

    1!

    RECOMMENDATION Provide opportunities for shoppers to customise and personalise products#

    2!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Give shoppers the opportunity to determine future product ranges, give them recognition for their contribution and keep them informed#

    1!

    RECOMMENDATION Provide opportunities for shoppers to customise and personalise products#

    2!

    RECOMMENDATION Involve shoppers in creating their own in-store experience, including influence over the atmosphere, design or service provided#

    3!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Facilitate bringing like- minded shoppers together through activities and events, online communities or clubs#

    1!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Facilitate bringing like- minded shoppers together through activities and events, online communities or clubs#

    1!

    RECOMMENDATION Provide customers up-front with the benefits in joining your database and clearly outline what their information is being used for#

    2!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Facilitate bringing like- minded shoppers together through activities and events, online communities or clubs#

    1!

    RECOMMENDATION Provide customers up-front with the benefits in joining your database and clearly outline what their information is being used for#

    2!RECOMMENDATION Give customers the option to determine how and when they are contacted by you and abide by these boundaries#

    3!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Retailers should play an active role in helping shoppers navigate through all the information available to them. For example; give shoppers access to honest and expert opinions, product ratings, or highlight whats most popular on social media or online#

    1!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Retailers should play an active role in helping shoppers navigate through all the information available to them. For example; give shoppers access to honest and expert opinions, product ratings, or highlight whats most popular on social media or online#

    1!

    RECOMMENDATION Provide a seamless and helpful experience from online to in store and vice versa and utilise technology to provide a useful service to shoppers#

    2!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Retailers should play an active role in helping shoppers navigate through all the information available to them. For example; give shoppers access to honest and expert opinions, product ratings, or highlight whats most popular on social media or online#

    1!

    RECOMMENDATION Provide a seamless and helpful experience from online to in store and vice versa and utilise technology to provide a useful service to shoppers#

    2!

    RECOMMENDATION Provide a service that helps to solve a customers problem, give them honest advice on how well your product will suit their needs, and go the extra mile to show them how much you want to help#

    3!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Give customers the opportunity to genuinely interact with your products without any pressure to buy, and demonstrate the product being made or used#

    1!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Give customers the opportunity to genuinely interact with your products without any pressure to buy, and demonstrate the product being made or used#

    1!

    RECOMMENDATION Surprise and delight customers through unexpected experiences or special offers such as gifts, rewards or sampling#

    2!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Give customers the opportunity to genuinely interact with your products without any pressure to buy, and demonstrate the product being made or used#

    1!

    RECOMMENDATION Surprise and delight customers through unexpected experiences or special offers such as gifts, rewards or sampling#

    2!

    RECOMMENDATION Give your shoppers a sensory journey through activations such as distinctive fragrances, creative and inspiring in-store designs, or customised music, to differentiate and reflect your brand identity#

    3!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Use loyalty programs to make your customers feel truly valued; reward points and special offers continue to be highly regarded by shoppers#

    1!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Use loyalty programs to make your customers feel truly valued; reward points and special offers continue to be highly regarded by shoppers#

    1!RECOMMENDATION Earning loyalty goes beyond a loyalty card; initiate meaningful and helpful gestures, services and experiences#

    2!

  • Erica van Lieven, Helen Bakewell, Australia Fes=val of NewMR, December 2014

    RECOMMENDATION Use loyalty programs to make your customers feel truly valued; reward points and special offers continue to be highly regarded by shoppers#

    1!RECOMMENDATION Earning loyalty goes beyond a loyalty card; initiate meaningful and helpful gestures, services and experiences#

    2!RECOMMENDATION Surprise