1.Innovating quickly in the era of the real-time retailer

2. 3 GoogleFacebook Apple Todays consumers have higher expectations 3. 97% of visitors walk away from your site and never purchase (Qubit, 2013) Engaging consumers is hard work 4. 0.03% of visitors make up 30% of your sites income... (State of personalisation research; Qubit, 2013) 5. 6 Users will visit 22 different websites before booking a holiday Travolution, November 2013 Customers have access to more information 6. So what can we do? 7. So what can we do? They move fast, we must move faster 8. 9 @TheGrahamCooke Whether its user-generated content 9. Macys has turned 500 of its 840 stores into additional shipping facilities to stack shelves and pack online orders simultaneously Understanding shipping and shopping habits 10. Connecting your offline and online worlds Macys has turned 500 of its 840 stores into additional shipping facilities where employees can stack shelves and pack online orders simultaneously In-store iPads allow Oasis users to have the option to try an item on in store, and then order it online and have it delivered 11. In April 2012, John Lewis reported 25% of orders made through johnlewis.com were for click and collect Bricks and mortar stores will evolve 12. 13 Creating a great site @TheGrahamCooke 13. How can you compete with the internet giants? 14. 26% of online sales by 2016 How can you compete with the internet giants? 15. ExperienceUtility Apps We see ecommerce on the web splitting three ways... 16. Our philosophy for success: Real-time retailing 17. Real-time weather targeting 18. Real-time crisis management 19. Real-time content engagement 20. Real-time abandonment catching 21. Web-inuenced retail 22. Sofa Surfers Big Spenders Basket Cases Super Shoppers (State of personalisation research; Qubit, 2013) The right segments 23. Data-led tests are 7.7x more effective than gut feeling Weve found that tests based on data are 7.7x more effective than tests based on intuition alone (Qubit, 2013) 24. Bad testing costs ecommerce businesses $13.6bn a year Bad use of data is costing the industry 25. So, how can you innovate quickly? 26. Build your own custom reports using Qubit data 27. Weve distilled our most successful tests 28. All this is supported by our updated statistics engine 29. At Qubit were committed to developing products that really hit your bottom line 30. Thanks www.qubitproducts.com 31. FRESH ENGAGING Customer experiences RICHARD WILSON - HEAD OF DIGITAL! 32. agenda B U R T O N M E N S W E A R L O N D O N ! 1. BRAND POSITIONING 2. CREATING ENGAGING EXPERIENCES 3. CASE STUDIES 33. Engaging experiences B R A N D P O S I T I O N I N G ! TO CREATE SIMPLE EXPERIENCES, THAT INSPIRE AND INFORM, TO DRIVE sALES, LOYALTY & RECOMMENDATION 34. CUSTOMER TARGET B R A N D P O S I T I O N I N G ! 35. CHANNEL AGNOSTIC B R A N D P O S I T I O N I N G ! 36. Creating engaging experiences B U R T O N M E N S W E A R L O N D O N ! 37. Inform & inspire C R E A T I N G E N G A G I N G E X P E R I E N C E S ! 38. Inform & inspire C R E A T I N G E N G A G I N G E X P E R I E N C E S ! 39. Inform & inspire C R E A T I N G E N G A G I N G E X P E R I E N C E S ! 40. PERSONALISATION C R E A T I N G E N G A G I N G E X P E R I E N C E S ! 41. PERSONALISATION C R E A T I N G E N G A G I N G E X P E R I E N C E S ! 42. REAL TIME RELEVANCE C R E A T I N G E N G A G I N G E X P E R I E N C E S ! 43. WEATHER PERSONALISATION C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N 44. HYPOTHESIS: YOUR ENVIRONMENT EFFECTS YOUR behavior C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N 45. CUSTOMER EXPERIENCE TEST!CONTROL! C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N 46. CUSTOMER EXPERIENCE C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N 47. TECHNOLOGY C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N 48. RESULTS +11.6% CONVERSION C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N 49. HYPOTHESIS: C A S E S T U D I E S / D E N I M F I T G U I D E ENGAGING SHOPPERS WITH OUR CONTENT WILL INCREASE CONVERSIONS 50. INSIGHT: C A S E S T U D I E S / D E N I M F I T G U I D E 51. RESULTS C A S E S T U D I E S / D E N I M F I T G U I D E +5.5% CONVERSION 52. Keep Testing - Keep Learning B U R T O N M E N S W E A R L O N D O N 53. Thank you 54. The Expectation Economy! Consumers are already there, are you?! " Qubit, 29 April 2014, London !! Henry Mason Managing Director, trendwatching.com 55. TRENDS?! Not fashion 56. More than just whats hot TRENDS?! 57. TRENDS?! More than just whats trending 58. TRENDS, SMALL AND BIG! Macro Consumer Industry 59. ABOUT US! Since 2002 250,000 free subscribers, 1,200 Premium clients 60. 2,500 spotters in over 100 countries WATCHING ! TRENDS! 61. A manifestation of something that has unlocked or newly serviced an existing consumer need, desire, want or value. TRENDS ARE SIGNALS! 62. CHANGE! 63. CHANGE?! 64. EXPECTATION GAP! 65. SPORTS CAR?! 66. HOTEL?! 67. SMOKE! ALARM?! 68. MARKETING?! 69. EXPECTATION ECONOMY! Who"are"you" really" compe/ng" against?" 70. KEY THOUGHT FOR TODAY! SO LISTEN UP! ;-)! 71. GLOBAL BEST PRACTICE! A curated snapshot... 72. READY TO RUN WITH!! Take these trends and examples, learn from them, adapt them, and launch innovations of your own! 73. Vision" New"business"concepts" New"products,"services," experiences" Marke/ng,"adver/sing,"PR" WHERE TO APPLY! 74. WHO?! 75. GOOD COP(Y)! BAD COP(Y) ! ;-)! 76. eBay pop-up QR code shops around the world GOOD COP(Y)! BAD COP(Y) ! ;-)! 77. Zipcar: building a new auto ownership model GOOD COP(Y)! BAD COP(Y) ! ;-)! 78. BMW electric car sharing, with one-way trips GOOD COP(Y)! BAD COP(Y) ! ;-)! 79. POINT-KNOW-BUY! ! VIDEO VALETS! ! INSTANT MAKERS! ! HONEST FLEXIBILITY! ! ONTO THE TRENDS!! 80. San"Francisco"Consumer"Trend"Seminar"""|" TECH ! FEVER! Online & tech innovations empower consumers & promise to service existing needs in new (& better) ways 81. San"Francisco"Consumer"Trend"Seminar"""|" ONLINE SUPER POWERS! Instant & total transparency, more control, choice, personalization, relevance and more, more, more... 82. SUPER! TECH ! 83. POINT & KNOW! 84. POINT & KNOW! 85. LOral: Colour Genius mobile app enables users to find makeup to match their outfit POINT & KNOW 86. POINT, KNOW, BUY! Consumers will expect to be able to point their device at anything, become informed in an instant, and purchase seamlessly if they want to. 87. POINT, KNOW, BUY! Net-A-Porter Fashion etailer publishes shoppable magazine 88. POINT, KNOW, BUY! The Fancy Luxury etailer unveils Google Glass app 89. POINT, KNOW, BUY! Glashion: Google Glass prototype allows consumers to shop-as-they-see 90. POINT, KNOW, SERVE?! Virgin Atlantic: Staff use Google Glass to source passenger info 91. VIDEO VALETS! Consumers will come to expect instant, webcam- enabled face-time with your brand representatives, as and when they need it. 92. VIDEO VALETS! 54%of UK consumers say the most important factor when contacting a brand is being able to interact with a real person. (Vision Critical Research, Oct 2013) 93. VIDEO VALETS! Bank of America Live video chat with bank staff via ATM 94. VIDEO VALETS! Amazon Mayday button offers live video customer support 95. VIDEO VALETS! Fiat Live staff-guided vehicle exploration via webcam 96. VIDEO VALETS! MeUndies Online store built around live customer service 97. INSTANT MAKERS! There will be few better ways to bring consumers back into stores than using new technologies to make them INSTANT MAKERS. 98. INSTANT MAKERS! Between 2006 and 2012, the proportion of people creating content online rose from less than 10% to over 75% (BBC, May 2012) 99. Dreambox: 3D printing vending machine installed on university campus INSTANT! MAKERS! 100. YrStore: Popup store offers instant t- shirt creation INSTANT! MAKERS! 101. LipLab: Customized lipsticks in under ten minutes INSTANT! MAKERS! 102. Vision" New"business"concepts" New"products,"services," experiences" Marke/ng,"adver/sing,"PR" WHERE TO APPLY! 103. WHO?! 104. HONEST FLEXIBILITY! Jaded consumers will be pleasantly surprised by brands that are honest and transparent about the limitations of their product or service, and then provide a solution to those limitations. 105. 49% of consumers think that it is important or very important for brands to listen and respond thoughtfully HONEST FLEXIBILITY! 106. Yet only 10%think that brands do this well. (Edelman, October 2013) HONEST FLEXIBILITY! 107. HONEST FLEXIBILITY! Art Series Hotel: Overstay until your room is needed 108. HONEST FLEXIBILITY! BMW: Electric car owners offered access to petrol vehicles 109. HONEST FLEXIBILITY! Rent The Runway: Opens physical showroom in NYC 110. POINT-KNOW-BUY! ! VIDEO VALETS! ! INSTANT MAKERS! ! HONEST FLEXIBILITY! ! TODAYS TRENDS! 111. Just the tip of the iceberg 112. "DVDs are a melting glacier. Yes, it's melting, but it's a slow melt. Jim Keyes, Blockbuster 2008 113. OOPS":(" 114. Vision" New"business"concepts" New"products,"services," experiences" Marke/ng,"adver/sing,"PR" WHERE TO APPLY! 115. WHO?! 116. www.trendwatching.com/trends/consumertrendcanvas 117. CHANGE! 118. CHANGE?! 119. EXPECTATION GAP! 120. GOOD TIMES!! 121. THANK YOU & GOOD LUCK!! henry@trendwatching.com" 122. LEVERAGING VISUAL CONTENT WHERE IT MATTERS MOST Jose de Cabo Co-founder 123. Cabe drawing! 124. 249 Global Brands Brands Benchmarked on L2 + Olapic Study 125. Instagram Has Been Busy 126. Instagram has the fastest growing active user base 127. Brand Participation Keeps Growing 128. Very attractive demographics 129. Instagram Boasts 15-20x the engagement of Facebook 130. Instagram is the new window shopping 131. The community is organically generating brand content 132. Instagram Brand Site Integration January 2014 (n=249) 133. Earned OwnedPaid Convergence 134. + = Owned Earned Converged Shoppable Media 5% to 10% increase in conversion 135. ACQUISITION ENGAGEMENT CONVERGENCE SOCIAL MATURITY VALUE 136. 2,000 photo submissions per month 3X monthly sales lift 44% of site sales attributable to visual content interaction 14,151 #BaubleBar pictures 137. 500,000 gallery visits in 3 months Transforming Customers into Creative Directors 138. 6,000 pictures collected in 120 days 39% increased conversion rate 139. THANK YOU Jose de Cabo Co-founder 140. !! Customer!Experience!Tips!! to!drive!your!! Channel!Performance Ben!Seymour! Director,!Professional!Services 141. The!Omni>Channel!Retail!Merchandising!Challenge! Amplience!AdapCve!Media!PlaDorm! Retail'Brand' Consumers' Video'&' Image'' Assets' Data' Brand'&' Marke9ng' Assets' Interac9ve' Rich=Media' Tablet' Instore' Digital' Emerging'e.g:' Smart'TV'&' Wearable' Tech' Desktop' Mobile' SDK' Dynamic' Imaging' Interac9ve' Merchandising' APIs' Asset' Management' 142. MulCscreen!journey!requires!adapCve!content 143. Break!away!from!staCc!page!templates!:!RWD 144. AdapCve!Media:! !!Enhance!the!experience !!to!opCmise!engagement 145. AdapCve!Media:! !!Enhance!the!experience !!to!opCmise!engagement 146. AdapCve!Media:! !!Enhance!the!experience !!to!opCmise!engagement 147. Enhance!the!experience!to!opCmise!engagement Where!appropriate 148. Enhance!the!experience!to!opCmise!engagement Where!appropriate 149. Mobile!deserves!a!dierent!experience 150. One!eyeball,!one!Thumb! People!use!their!phones! anywhere!&!everywhere! ! Typically!short!sCnts!of! !parCal!concentraCon! Luke!Wroblewski! 151. Category!Page!:!Combine!content!and!commerce 152. Lister!Page!:!not!just!a!stepping!stone 153. Early!engagement! ! Engender!condence!in!the!interacCons! ! Reduce!fricCon!! 154. Product!Page!:!Content!is!king 155. Review&key&browser&dimensions:&& 1&Content&and&Visitor&perspec8ves& 1&Measure&against&success&metrics& Also,&track&ranges&of&browser&width.& & Are&there&certain&visitor&device& proles,&which&are&underperforming& for&your&customer&base?& & 156. Reveal!Intent!! ! ! Viewer!analyCcs:! DuraCon!of!zoom! Frequency!of!zoom! Alternate!views! Spin!interacCons! Video!plays! 157. InspiraConal!Content:!Make!your!videos!work!harder 158. Pages!with!video!aWracted!! 2>3x!more!visitors! (MarkeCng!Sherpa)! 159. Leverage!social!channels!>!re>use!video,!with!commerce!imperaCves 160. Leverage!social!channels!>!re>use!video,!with!commerce!imperaCves 161. SEO!>!leverage!image!and!video!verCcals 162. Page!1!of!Google!results!! enjoy!up!to!95%!of!trac! The best place to hide a dead body is on page 2 of Google search results 163. Think!of!your!Category!Pages!as!being!Landing!Pages! 164. Think!of!your!Category!Pages!as!being!Landing!Pages! 165. Think!of!your!Product!Detail!Pages!as!being!Landing!Pages! 166. Think!of!your!Product!Detail!Pages!as!being!Landing!Pages! 167. Apparent!lenames!in!image!requests Photography!typically! coordinated!at!the!SKU/product! level:! 028632996188>1! ! Apparent!Image!Filename:! Berkley>whiplash>orange.jpg! hWp://i1.adis.ws/i/hkg/028632996188>1/Berkley>whiplash>orange.jpg?$cat_155$&img404=n_uk! 168. Thank!you Ben!Seymour! ! bseymour@amplience.com! @bseymour 169. If data is the new coal, then people are the new diamonds.! David Staunton! Snr Product Marketing Manager - MetaPack! 170. Big Data = Big Numbers?! 171. 300 million deliveries in 2013/14! 172. 6.4 billion in e-commerce trafc in 2013/14! 173. Which city had the most Easter egg deliveries in April 2014? ! 174. West Midlands! 18%! Northern Ireland! 13%! Wales! 10%! South East! 13%! 175. +! What is the link between Easter egg ! deliveries and UK obesity index?! 176. The healthiest cities in the top 10 Reading (7th)! Brighton (8th) ! Peterborough (10th)! 177. The least healthiest cities in the top 10 Birmingham (1st) & [6th] ! Newcastle (3rd) & [4th]! Glasgow (6th) & [5th]! 178. The value of data is deeper than just fun facts: ! !