creating an omni-channel path
TRANSCRIPT
Creating buyers Omni-channel path
Alasdair Lennox Executive Creative Director EMEA FITCH
Vivid by B&Q 1. Physical, Human & Digital 2. Experience Signatures 3. Retail Analytics 4. Agile Retail
Creating buyers Omni-channel path
Reinventing the Chinese home décor market
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
View Vivid film here on vimeo: https://vimeo.com/92917938
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
1. Physical, Human & Digital FITCH believes that a combination of Physical, Human and Digital (PHD) touch points results in a Seamless Experience.
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
1. Physical, Human & Digital FITCH believes that a combination of Physical, Human and Digital (PHD) touch points results in a Seamless Experience.
Narrative: “The world of retail is now infinitely splintered. Today's shoppers have an abundance of choice – whether in a store, online or on mobile. The old notion of a linear customer journey is evolving into a mosaic approach. Retailers must create seamless experiences that keep shoppers engaged with their brand. FITCH believes that a combination of Physical, Human and Digital (PHD) touch points results in a Seamless Experience.”
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
PHYSICAL
HUMAN
DIGITAL
Immediate Immersive Tactile
Empathetic Approachable Kind
Infinite Interactive Storytelling
Each retail element has natural strengths:
1. Physical, Human & Digital
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
PHYSICAL
HUMAN
DIGITAL
Immediate Immersive Tactile
Empathetic Approachable Kind
Infinite Interactive Storytelling
Human is the differentiator that binds P & D together
1. Physical, Human & Digital
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
2. Experience Signatures
All touch points need be infused with the brand’s DNA and work in harmony together, to create a unique experience.
View Vivid film here on vimeo:https://vimeo.com/113687901
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
Narrative: “To a greater extent, the digital & operational departments have led the charge during the race to develop omni-channel. As a consequence FITCH are observing that large retailers omni-channel executions are becoming increasingly technically sophisticated, however becoming increasingly brand experience weak. All touch points need be infused with the brand’s DNA and work in harmony together, to achieve being an Experience Signature.”
2. Experience Signatures
All touch points need be infused with the brand’s DNA and work in harmony together, to create a unique experience.
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
2. Experience Signatures
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
3. Retail Analytics “I can’t improve it if I can’t measure it” William Thomson, Lord Kelvin 1906
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
Narrative: “FITCH and Microsoft have partnered to illuminate the ‘black box’ store environment through the first intelligent retail analytics & interaction system. Our measurement tool allows brands and retailers to develop truly agile, omni-channel collations within the physical store environment.”
3. Retail Analytics “I can’t improve it if I can’t measure it” William Thomson, Lord Kelvin 1906
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
Online heat mapping:
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
3. Retail Analytics
Instore analytics: The diference between this sensor and a regular camera is that it captures not only video data but also a full 3d picture using millions of infra-red beams per second.
AIR : Analytics & Interaction for Retail
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
AIR : Analytics & Interaction for Retail
3. Retail Analytics
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
3. Retail Analytics
AIR : Analytics & Interaction for Retail
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
4. Agile Retail Test, learn and adapt. Create a roadmap of innovation
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
Narrative: “Customers expect that in-store environments should rapidly evolve. Retailers need to be more responsive to changing trends and emerging platforms than ever before. We have a set of agile retailing tools that shift retailers to a rolling program of innovation that is constantly experimenting, piloting and measuring impact with customers. Test, learn and adapt. Create a roadmap of innovation”
4. Agile Retail Test, learn and adapt. Create a roadmap of innovation
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
4. Agile Retail Traditional ‘bricks & mortar’ retail process
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
4. Agile Retail Test, learn and adapt.
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
4. Agile Retail Create a roadmap of innovation
P
H
D
Retail
Product
Services
Digital
Systems
Staff
FUTURE 2015+ NEAR 2014 NOW 2013
DreamHome Crowd sourced roomsets
Be the home Expert (role play and learn zones)
Project Coach - Sport inspired teams (5 tiers) and
leagues - Satisfaction reward structure - Customer chooses project pace - Digital tools
Roomset combos
Live Better Theatre & cafe
Home statements (category hero's)
Reward based on project interaction
Stock check At hub
Retail intelligence Tracking
Service / payment Lounge
Home hand over 5* experience
Dreamkey
Live Better Innovation lab
Live Better Future home pop ups (developments)
DreamHome moodboard
DreamHome Forum links
Project Coach Active in forums
Like your neighbors Forum and map
Be the home expert online
Dreamhome competition
Pocket coach APP inc tracker
Ecommerce & online price check
Mobile pocket coach APP price check
Make it happen Fit out crew, & central hub
Home delivery and collection
Home health check
Visualise at home (headset TBC))
Live Better Own branded products
Optimize range & price promise
Product ID tracker Quality tag
Dreamhome Live better ATL campaigns & spokesperson
Home passport
Warranty aftersales
Web promotion on price 3D printed Experience trophy (model home)
Collect ideas Card and mobile APP
Fit home to me Customise (heights etc.)
Maintenance offer
Dreamhome Live better recruitment
Fight the fakes campaign
Make it happen Installation team training academy
Establish brand / Flagship store / Online & forums / Coach team / Product & service offer / supply chain Small format store / ecommerce Store network expansion
Product worlds
Home consultation
Product database / visualisation
Premiere your home Visualisation step 3
Try it on for size Visualisation step 2
See your ideas visualisation step 1
We create a roadmap that charts the course between the current and future shopper experience. This helps clients to align across functions, plan budgets and identify 'release gates' when significant steps forward are launched.
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
Four FITCH tools for omni-channel development: 1. Physical, Human & Digital 2. Experience Signatures 3. AIR: Analytics & Interaction for Retail 4. Agile Retail
39Presentation prepared for adidas © FITCH
adidas RFP 05.02.15
Retail POV
Customers want— New things to doDelivered in ‘internet time’Supported decision makingShopping on their terms
Thank you Alasdair Lennox Executive Creative Director EMEA FITCH [email protected]