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Key Consumer Trends To Kick Ass With… NOW!
Maxwell Luthy, Director of Trends & Insights, TrendWatchingJune 4 2015 – Total CX Leaders Conference
A QUICK WARM UP!
2. WHY?
1. GOOD OR BAD?
LIFE CLOCK Smartwatch app adjusts life expectancy according to individual behavior
MCDONALD'S SWEDEN
McDonald's unveils BigMac branded lifestyle collection
WAKIE Social alarm clock wakes users with calls from a random stranger
2. WHY?
1. GOOD OR BAD?
LIFE CLOCK Smartwatch app adjusts life expectancy according to individual behavior
MCDONALD'S SWEDEN
McDonald's unveils BigMac branded lifestyle collection
MCDONALD'S SWEDEN
McDonald's unveils BigMac branded lifestyle collection
WAKIE Social alarm clock wakes users with calls from a random stranger
YOU AREN’T THE ONLY JUDGE
BEFORE WE DIVE IN…
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trendwatching.com's Insight Network
WHAT DO WE MEAN BY“TRENDS”?
MacroConsumer
Industry
NOTABOUT
FASHION
#
MORETHAN TECH
CHANGE
An emerging pattern ofconsumer behaviour, attitude or
expectation.
A CONSUMER TREND:
Clusters of innovations that have unlocked or newly
serviced an existing consumer need, desire, want or value.
WE LOOK FOR:
What basic needs and wants does it service?
AUTHENTICITY
AFFORDABILITY
MEET NEW PEOPLE
REMEMBER, WITH TRENDS…
EXPECTATION GAP
EXPECTATION ECONOMY
Who are you really competing
against?
Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
APPLYTHE
INSIGHTS
Tracking trends helps you meet and surpass customers’ rapidly
changing expectations.
KEY POINT:
ON TO THE TRENDS…
1. SYMPATHETIC PRICING2. VIDEO VALETS 3. DELIVER (MORE THAN) THE GOODS 4. POLITENESS PAYS5. BENEFICIAL INTELLIGENCE 6. POST-DEMOGRAPHIC
CONSUMERISM
ON TO THE TRENDS…
SYMPATHETICPRICING
H a v a s ,
A p r i l 2 0 1 5
of consumers think brands contribute
positively or meaningfully to their lives.
7
Consumers will love imaginative,
targeted discounts that relieve lifestyle
pain points, offer a helping hand in
difficult times, or support a shared
value.
SYMPATHETIC PRICING
BRAHMA Campaign offers discounts to reschedule Valentine's day
LIFESTYLE
PALACE 9 Democracy-supporting movie-goers offered free popcorn
VALUES
BGH Air conditioner discounts fluctuate based on temperature
PERSONAL
Can you use targeted, dynamic pricing to prove to your customers that you care?
LIGHT-BULB MOMENT:
VIDEOVALETS
Often only one-on-one interactions with
customers will do. Consumers are
coming to expect instant, video-based
exchanges with brand reps when they
need them.
VIDEO VALETS
G a r t n e r , N o v e m b e r 2 0 1 4
of the global 500 companies and 5% of
midsize businesses will use video chat by 2018.
20
REMEMBER, WITH TRENDS…
EXPECTATION GAP
AMAZON 2013 tablet features live video customer support
A m a z o n , J u n e 2 0 1 4
of Fire HDX customer service contact is via
Mayday and the average response time is 9.75
seconds.
75
Gin drinkers connect with distiller via Face Time
SOUTHWESTERN DISTILLERY
TELL YOUR STORY
TESCO Supermarket offers free online beauty consultations with top bloggers
GET PERSONAL
ESURANCE Automobile accident appraisal available via mobile app
OFFER SHORTCUTS
PERISCOPE App allows people to broadcast live video from their phones
GET GOING!
Think about how VIDEO VALETS can enrich the customer experience!
LIGHT-BULB MOMENT:
DELIVER (MORE THAN) THE GOODS
F o r r e s t e r ,F e b r u a r y 2 0 1 5
overall growth in annual e-commerce
spending in the US by 2019.
75
Delivery startups are hot again and e-
commerce continues to grow.
But truly customer-centric brands –
established or new – will understand
that delivery is just the start.
DELIVER (MORE THAN) THE GOODS
JEANS ONLINE
Easy Fit & Return delivery service saves customers time
EFFORTLESS
SWEETNESS Mobile app delivers gifts alongside personalized videos
PERSONAL
Mobile app delivers up to 100 cases of beer and possibly more...
BUD LIGHT
SURPRISING
If there is a delivery element to your service – how can you make the most of that final touchpoint?
LIGHT-BULB MOMENT:
PIZZA HUT PANAMÁ
‘Oven Delivery’ service cooks pizzas on-the-go
BE BRAVE!
POLITENESSPAYS
TWO-WAY TRANSPARENCY
Beyond two-way ratings, smart brands
are realizing they can foster a better
customer experience for all involved by
rewarding good behavior - and even
punishing the impolite!
POLITENESS PAYS
LA PETITE SYRAH
Café rewards polite patrons with discounts
POCKET POINTS Students earn discounts for avoiding cellphone use in class
NBA 2K14 Game penalizes players with a technical foul for cursing
How can you prompt customers to improve the experience for themselves and others?
LIGHT-BULB MOMENT:
MAJOR FOOD GROUP
Restaurant group donates late cancellation fees to anti-poverty charity
BENEFICIALINTELLIGENCE
People are excited by the AI of
tomorrow. But already, they will
embrace services that use data and
contextual understanding to make
intelligent decisions, automatically sort
daily tasks, and offer the right advice at
the right moment.
BENEFICIALINTELLIGENCE
FACEBOOK Facebook plans to prevent users posting embarrassing photos with help of AI
PROTECTION
E d e l m a n ,A p r i l 2 0 1 5
of consumers say brands should take a leading role in supporting
individual happiness.
65
PPLKPR App helps people manage their social circle
MAKE US HAPPIER
DROP Smart kitchen scale automatically adjusts baking recipes
FIND WORKAROUNDS
PRIZM Smart music device learns people’s tastes over time and caters to groups, too
GROUP UNDERSTANDING
Would your customers embrace intelligent, beneficial decisions being made on their behalf?
LIGHT-BULB MOMENT:
CONSUMERS AREN’T
BEHAVING AS THEY SHOULD…
“Women over 18 now represent a larger proportion of gamers than boys under 18.”
(ESA, August 2014)
ROLESREVERSED
“List the 1,000 favorite artists for 60-year-olds and the 1,000 favorite artists for 13-year-olds, and there is a 40% overlap.”
(Guardian, May 2014)
SILOEXPLOSION
CURRENCIES OF
CHANGE
GLOBALCULTURE
72% of BRIC millennials feel ‘people are more alike around the world than they are different’.
(JWT, September 2013)
P O S T -D E M O G R A P H I C
In a POST-DEMOGRAPHIC world,
consumption patterns are no longer
defined by ‘traditional’ demographic
segments such as age, gender, location,
income, family status and more.
DEMOGRAPHICSARE DEAD
ABUNDANCE OF CHOICE
ACCESS TO THE GLOBAL BRAIN
PERMISSIONTHANKS TO
URBAN LIVING
CHEAP DIGITAL EXPERIMENTATION
P O S T -D E M O G R A P H I C
Consumers are freer than ever before
to construct their lifestyles according to
their own ideals and tastes, with little
regard for tradition.
POST-DEMOGRAPHIC CONSUMERISM
“There are 19-year-old guys who watch 'Dance Moms', and there are 73-year-old women who are watching 'Breaking
Bad’.” Todd Yellin, VP Product Innovation
March 2015
“It's not who they are in a superficial sense – like gender, age, or geography. It's not even
what they tell you. It's what they do.”Todd Yellin, VP Product
InnovationMarch 2015
TASTE-LED TARGETING
BARCLAYCARD Creditcard perks and discounts based on spending habits and past purchases
TASTE-LED TARGETING
KLÉPIERRE Body-scanning corridor offers digital shopping recommendations
TASTE-LED TARGETING
VIRGIN ATLANTIC
Find your perfect vacation by packing a virtual suitcase
TASTE-LED TARGETING
Are you viewing people by their chosen identities or by pre-defined segments?
LIGHT-BULB MOMENT:
1. SYMPATHETIC PRICING2. VIDEO VALETS 3. DELIVER (MORE THAN) THE GOODS 4. POLITENESS PAYS5. BENEFICIAL INTELLIGENCE 6. POST-DEMOGRAPHIC
CONSUMERISM
THE TRENDS…
APPLY!APPLY!APPLY!
REMEMBER, WITH TRENDS…
BEAT THE EXPECTATION GAP!
THE CONSUMER TREND CANVAS!
Discover how to use the CTC to turn trends into innovations - download it for free from here: trendwatching.com/trends/consumertrendcanvas
If - like 1,200 other brands - you want more…
