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In The Age Of Consumer Empowerment
MIEL VAN OPSTAL | 2016, MAY 20 FUTURE OF RETAIL & CONSUMER BEHAVIOUR
MANAGING THE FUTURE EXPECTATIONS OF THE HYPER-CONNECTEDCONSUMER
WE LIVEIN
DIGITAL TIMES
WE ARE ARCHITECTS OF OUR OWN DEMISE …and it will push us towards our survival
TOOLS DON’T CREATE ACTION,CLEAR STRATEGY AND EFFECTIVE
CONSUMER ENGAGEMENT DO
BRAND EXPERIENCEIS MORE IMPORTANT
THAN PRODUCTS
PERSONAL SERVICE SUPPLY, TALKINGTO AND REASONING WITH PEOPLECAN AND WILL BE PROGRAMMED
Virtual Agents, Video Concierge ServicesIntelligent Interactive (POS) Connected Displays Smart Display Streaming NetworksUniversal Language - & Voice Recognition TechnologiesDeep Learning & Artificial Intelligence
THE ALWAYS-ON, INSTANTLY TAILORED ANDHYPER-PERSONAL CONCIERGE SERVICE
IS THE ULTIMATE PERSONAL CONNECTION
source
VIRTUAL SERVICES GOOGLE NOW AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK
viv.ai
HONEST IMMERSIVE BRANDEXPERIENCES WILL CREATE
MORE PROFOUND CONNECTIONS
AMAZON ECHOIS A VIRTUAL CONCIERGE
READY FOR E-COMMERCE
EXPECT DASH BUTTONS TO BE BUILT DIRECTLYINTO BRANDS’ OWN HARDWARE.
CONNECTED DEVICES GIVEUS CUSTOMIZING POWERSOVER SMALL DETAILS IN OUR DAILY LIVES.
BAIDU’S SMART CHOPSTICKS, ALSO KNOWN AS KUAISOU IN CHINESE,CAN MEASURE THE FRESHNESS OF COOKING OIL,
pH LEVELS, TEMPERATURE AND CALORIES,AND EVEN FRUIT SWEETNESS WITH VARIETY AND ORIGIN DATA
THE AMOUNT OF HYPER-PERSONALDATA PRODUCED BY CONSUMERSIS UNPRECEDENTED AND IMMENSE
source
HONEST IMMERSIVE BRANDEXPERIENCES WILL CREATE EMOTIONAL CONNECTIONS
source
A SENSORWAKE ALARM CLOCK CAN LITERALLY WAKE YOU UP WITH THE SMELL OF FRESH COFFEE. (BACKED BY GIVAUDAN)
source: linkedin / gaping void
WE PAY A LOT FORA FEW SECONDS
OF ATTENTION
With each email, we’re asking people to commit a measure of their time, and we try to be respectful of that.Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAKOF CONTENT MARKETING AND
ONLINE ADVERTISING
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INVENTIVE COMMERCIALIZEDLEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES
MOTIVATED CONSUMERS ACTIVELY HELP IMPROVE
YOUR BUSINESS PROCESSES
The customer journey decentralizes, becoming a series of non-linear mobile-centric micro-moments, mimicking everyday consumer activity and communication.
To reach mobile customers in each moment of truth requires new methodologies for search, advertising, content engagement, sales and support.
HYPERLOCAL CONTEXTUAL AND CONVERSATIONAL CONTENT WITH LIVE SUPPORT AND CONSUMER JOURNEY GUIDANCE, TOCREATE EXPERIENCES TO PURSUE CONVERSION AND ESTABLISH
A SINCERE AND STRONG EMOTIONAL BRAND CONNECTION
THE ON-DEMAND ECONOMY WAS INITIATED BY AMOBILE FIRST APPROACH
Source: http://www.gauc.be/news/detail/cross-device-tracking-with-a-user-id
MULTIPLE POCsCONTEXTUAL
MICRO MOMENTS
IT’S A CONDITIONIT’S FOMO
IT’S OPPORTUNITY
Retail beacons have huge potential, but it can only be met when chains move beyond seeing beacons solely as tiny ad broadcasters
Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
Shift in paid discovery
The retailers who can compete are those which can create value by reducing the stress of the shopping mission.
— Steve Mader, Vice President – Digital & Retail Insights at Kantar Retail
FRICTION REDUCTIONIN EVERY STEP OF THECUSTOMER JOURNEY
THERE IS A NEED FOR A UNIVERSAL, PORTABLE, CONNECTED CONSUMER PROFILETHERE IS AN OPPORTUNITY TO OWN THE SPACE BETWEEN BRANDS AND CONSUMERS
TO FACILITATE THE IN-APP CONNECTION, ANALYZE AND COLLECT CONSUMER DATATO OWN THE PLATFORM THAT DISTRIBUTES TAILORED RELEVANT INFORMATION
• Take-Aways for Today
• Collecting and processing real-time analytics • Owning the buffer zone between brands and customers• Responsive customer - & conversion journeys• Intelligent Data Management, Smart Data Collection • Inbound marketing strategies• From omni-channel to right-channel
• B2B, B2C, C2B & O2O
http://www.nytimes.com/2015/09/02/technology/personaltech/google-says-its-not-the-driverless-cars-fault-its-other-drivers.html?_r=0
HUMANS ARE THE
WEAKEST LINK
