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COMMON THEMES
Purpose, Engagement, Future consumers, Role of Digital, Differentiation
DESIGNING THE FUTURE
INSIGHT Back of house… | Community Networks | Sensorial Wonders
Starbucks Reserve - ‘Let’s create the Willy Wonka of Coffee’ - Howard Schultz
FORESIGHT#1
Generous BrandsIn a world where consumers are becoming increasingly aware of‘mean’ brands FITCH has begun researching the concept of generosity.Generous brands are the ones who show more of a heartbeat, take thefirst step and display a genuine understanding of their customer needs.
This is a long way from 2 for 1 deals and bonus points, but rather a tone ofvoice and general personality and encourages consumers to warm to their offer.
TM
Serious Business of PlayWaste of time or opportunity for brands and retailers to engage with consumers in an intuitive way? As products and ranges become more innovative and equally complex we need to retain a broad outlook when presented with these opportunities in-store.
FITCH has been looking into both the future language and environment of play in order to understand how it can offer commercial advantage and brand loyalty.
FORESIGHT#2
TM
CHANGING CONSUMERSCHANGING CONSUMERSFORESIGHT#3
Generation ZBY 2020 LARGEST GROUP OF SHOPPERS WORLDWIDEMeet the most complex yet most critical shopper of all time - they pay less attention but with a sharper and hyper informed eye.GenZ are not a new species - in many ways, they’re just like the teens of previous generations, but with new tools to express their identities, discover new information and influence their peers.The needs and behaviors of this group will inform not only the next generation of shoppers, but the future of mainstream retail.
Offering things to buy
Telling your story
Making it perfect
Inspiring things to do
Starting a conversation
Making it better with them
Continuous RetailIn the beginning, there were shops. We’d pop to the shops, pick up our stuff, go home. Things were Simple.Then with the internet, we shopped from home. Now, mobile brings the shops to us, wherever we are – the options are endless.The customer journey has become Splintered.In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?FITCH believes that Continuous Retail experiences require a new approach.
TM
FORESIGHT#4
Multichannel - Latin Multus (many)Shopping using different channels
Crosschannel - Latin Crux (to go across)several channels - same purchase
Omnichannel - Latin Omnis (universal)simultaneous use of channels and seamless delivery between them
Omnichannel is not:Crosschannel done well or with more finesse
…what consumers think about…it’s what they expect
Omnichannel is not:Crosschannel done well or with more finesse
…what consumers think about…it’s what they expect
Omnichannel is:the science - the ‘plumbing’ that connects all the elements together
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES DREAMING BE INSPIRED LEARNING HAVING FUN
I WANT TO GET FITTER
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES EXPLORING BROWSE EASILY MORE INFORMATION NARROW CHOICES
I WANT A PAIR OF TRAINERS FOR RUNNING
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES LOCATING EASY TO FIND USEFUL REMINDERS REASSURANCE
I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
MINDSTATES EXPERIENCING CARE AND ADVICE ACTIVE COMMUNITY GETTING MOST OUT OF PURCHASE
I WANT TO GET THE MOST OUT OF MY RUNNING
Dreaming No specific purchase intent
Exploring Purchase intent in the category
Locating Specific product or service
Experiencing Post-purchase using product or service
PHD
ImmediateImmersiveTactile
EmpatheticApproachableKind
InfiniteInteractiveStorytelling
Experience Signature
PHD
ImmediateImmersiveTactile
EmpatheticApproachableKind
InfiniteInteractiveStorytelling Future UX platforms
“…know my preferences”
Future role of the storeShowrooming | Webrooming
Experience Signature
HUMAN RITUALSEMPOWERED PHYSICALLY&DIGITALLY
CREATING FUTUREPHD
ImmediateImmersiveTactile
EmpatheticApproachableKind
InfiniteInteractiveStorytelling
Experience Signature
COCOONINGZHAI ECONOMY
LIVING LIFE THROUGH THE INTERNET - POLLUTION/WORK_LIFE STRESS
RESULTING IN
Cultural Attitudes - Chinese Consumers
COLLECT IDEASFRIENDS & FAMILY
DIGITAL SAVVY CONSUMERS
SHARE WITH
Cultural Attitudes - Chinese Consumers
FOR VALIDATION AND CONSENSUS
VISUALISING DREAMSCOACHES
UNCERTAIN OUTCOMES
FACILITATING MULTIPLE DECISION MAKERS
Cultural Attitudes - Chinese Consumers
When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built. !
Experience Signatures™ | Vivid Homes!Invite friends and family to Premiere your home!!
Experience Signatures™ | Vivid Homes!
DREAMING! EXPLORING! LOCATING! EXPERIENCING!
P!
H!
D!
Continuous ThinkingThe ‘Art’ of Retail
Experience Signatures™ | Vivid Homes!
DREAMING! EXPLORING! LOCATING! EXPERIENCING!
P!
H!
D!
CONTINUOUSMATRIX
Continuous ThinkingThe ‘Art’ of Retail
Experience Signatures™ | Vivid Homes!
DREAMING! EXPLORING! LOCATING! EXPERIENCING!
P!
H!
D!
Continuous ThinkingThe ‘Art’ of Retail
Experience Signatures™ | Vivid Homes!
DREAMING! EXPLORING! LOCATING! EXPERIENCING!
P!
H!
D!
Continuous ThinkingThe ‘Art’ of Retail
Experience Signatures™ | Vivid Homes!
DREAMING! EXPLORING! LOCATING! EXPERIENCING!
P!
H!
D!
Continuous ThinkingThe ‘Art’ of Retail
Experience Signatures™ | Vivid Homes!
DREAMING! EXPLORING! LOCATING! EXPERIENCING!
P!
H!
D!
Continuous ThinkingThe ‘Art’ of Retail