inspiring new shopper behaviours
TRANSCRIPT
INSPIRING NEW SHOPPER BEHAVIOURS
THE CHALLENGE FOR BRANDS TODAY
THE CHALLENGE FOR BRANDS TODAY
WE ALL LOVE LOTS OF BRANDS WE DON’T BUY
DIGITAL INNOVATION OMNI-CHANNEL
SHOPPING & CONVERGENCE
RETAIL AS THEATRE
BRINGING TOGETHER THE BEST OF ONLINE & INSTORE
NEVER BEEN MORE OPPORTUNITIES
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IN MOST CATEGORIES OVER 50% MAKE UP THEIR MINDS WHILE SHOPPING
LONG LIVE THE STORE!
Sources: Nielsen Media Kantar Retail IQ Quantcast *P2+
Top 10 Websites*
**Daily Uvs based on Quantcast Monthly UV data for top visited websites and applied estimates for duplication
Top 10 TV Channels
Top 10 Retailers
10.7M daily viewers
21M daily unique visitors
36M daily shopper visits
WE ALL STILL SHOP!
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NEW PURCHASE BEHAVIOURS...
ROPO, BORIS & BIMBO Research Online, Purchase Offline Buy Online Return In-Store Browse In-Store on Mobile, Buy Online
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NEW INFLUENCES...
Social, Personal & Aspirational Social media is driving decisions & even tastes. (PWC Retail – Retailing 2020 & Achieving Total Retail)
Personal and meaningful relationships with brands is the driving new loyalty. Brands are expected to have a conscience and be ‘good’. (*2.5 billion ‘aspirational consumers’ - BBMG, GlobeScan and SustainAbility, October 2013)
INSPIRING POSITIVE BEHAVIOURS
Openness to ideas
Increased shopping time
Increased basket size
Increased spending
Increased enjoyment
Increased impulse
OUR ROLE
MINIMISING NEGATIVE BEHAVIOURS
Increased anxiety
“Need to get out”
Less time in category
Decreased purchase beyond urgent items
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MAP THE SHOPPER JOURNEY…
trigger trigger purchase
3 EVOLVING RETAIL DRIVERS
IMMEDIACY EXCLUSIVITY & BARGAINS
SHOWROOM & SERVICE
IMMEDIACY
Convenient solutions: time poor; fit in with MY day, less waste; synergy solutions. Commuter Commerce. Want it now: I want it get it now, see it, want it, buy it.
24/7 DELIVERY
4PM DINNER DECIDE
GET IT NOW
BE ON MY DOORSTEP
Pass My Parcel – UK Twice daily local newsagent delivery
PERSONAL DELIVERY
FIT IN AROUND ME
Lamoda– Russia Delivers to customers’ home and allows 15 mins to try on their choices
PERSONAL DELIVERY
TAKE CARE OF ME WHEN I NEED YOU
Walgreens – US Personal delivery pharmacy app
PERSONAL DELIVERY
GIVE ME WHAT I WANT
Deliveroo - UK Restaurant food delivery service Hello Fresh – UK Fresh food and recipe delivery
PERSONAL DELIVERY
KNOW WHEN I AM RUNNING OUT
Amazon Dash - UK & US Shopping list replenishment, ordering & delivery MANAGE MY RESOURCES
SHOPPING MIRRORS USAGE –LESS WASTE
M&S – UK Posh Dogs & Posh Dog Rolls
MANAGE MY RESOURCES
GIVE ME SOLUTIONS – LESS WASTE
MANAGE MY RESOURCES
BACARDI – UK Carry Pack – Spirits & Mixer
ONLY ONE CLICK AWAY
Tesco– UK Powatag Meal Deals Challenge
ONE CLICK AWAY
AVOID DISAPPOINTMENT
ONE CLICK AWAY Argos - UK Check & Reserve
TWITTER ‘BUY NOW’ – MAXIMISING IMPULSE
Burberry– UK Buy-Now bank details stored on system
ONE CLICK AWAY
GIVE ME THE EDITORIAL GUIDANCE TO CHOOSE, & VISUAL CUES TO PURCHASE
ONE CLICK AWAY
Grazia– UK GraziaShop launched November 2014 – editorial & commerce combined
SHOWROOM & EXPERIENCE
HELP & EXPERTISE
THE ULTIMATE SHOWROOM
SECURITY
Consultative: get help with shopping decisions, exposure to products, information, and expertise, enable proficiency. Sharing: Shoppers enjoy helping each other by imparting the knowledge, skill, and experience they have developed over time to others. Feeling & seeing for self: tactile environment, security it fits & works.
HELP ME MAKE THE RIGHT DECISION
Apple – Global Genius Bar Philips – UK Digital Screens In-Store
HELP ME BUY WELL
THE PERFECT WEAR FOR EVERY OCCASION
HELP ME MAKE THE RIGHT DECISION
Triumph Fantasy Mirror – Selfridges UK Interactive Screen
HELP ME BUY WELL
HELP ME MAKE THE BEST CHOICE
HELP ME BUY WELL Scala – Connected store – “lift technology” displaying relevant info; lift multi products to compare.
THE PERFECT WEAR FOR EVERY OCCASION
HELP ME BUY WELL Sunglass Hut – Interactive wall changes to visualise ideal eye-wear occasion.
LET ME EXPERIMENT
L’OREAL – Make-up genius – the 1st virtual make up App. HELP ME BUY WELL
MAKE ME FEEL SECURE IT’S RIGHT
NIKE – running gait analysis (UK).
HELP ME BUY WELL
CELEBRATE COLLECTIVE PASSIONS
SWEATSHOP – running club; running events. (UK).
CONNECTED COMMUNITY
FEEL THE DIFFERENCE
M&S – bedding comparison zone. (UK). TOUCH & FEEL RETAIL
COMPARE THE DIFFERENCE
LULULEMON – legging side by side (UK) TOUCH & FEEL RETAIL
SHOW ME THE BENEFIT
LIFEBUOY – handle on hygiene (Middle East) TOUCH & FEEL RETAIL
EXCLUSIVITY & BARGAINS
CURATED WORLD
BRAND TEMPLE
EXCLUSIVE OFFERS
Escapism: transportation, dreaming, inspiration, immersion Social Shopping: shopping curated by your friends; Self creation: aspirational, lifestyle in a box Bargains: limited edition, exclusives, personalised promotion
THE MODERN FLAGSHIP STORE
ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste.
BRAND HOMAGE
LIVING SHOWROOMS
IKEA / AIRBNB – Sydney sleepover – “A sleepover at IKEA” for $12. ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste.
BRAND HOMAGE
ESCAPISM & PURITY
DYLAN’S CANDY BAR – boutique chain of stand-alone Candy, modern day Willy Wonka.
BRAND HOMAGE
SENSORIAL LEARNING EXPERIENCE
T2 – boutique chain of T2 stores. Combining loose teas and beets.
BRAND HOMAGE
SHOPPING ON SOCIAL MEDIA
PINTREST – blue Buy It, next to Red Pin It. SOCIAL SHOPPING
100% SHOPPABLE
NET-SET – shop any item directly from the app, join style tribes, upload your own style and image recognition will find similar styles for you to shop.
SOCIAL SHOPPING
CURATED LIFE
WHITE COMPANY – new Norwich flagship, styled as “perfect world” apartment.
CURATED WORLD
SHOP WHAT YOU SEE
TARGET– use your phone to shop what you see.
CURATED WORLD
GET THE WHOLE LOOK AT SHELF
TARGET– use your phone to shop the complete solution.
CURATED WORLD
SHOW ME WHERE TO GO – TRAFFORD CENTRE
TRAFFORD CENTRE - beacon technology navigates you to best offers instore, promotions linked to person, traffic.
PERSONAL NAVIGATOR
PERSONALISED PROMOTIONS, DISCOUNTS
3 EVOLVING RETAIL DRIVERS
IMMEDIACY EXCLUSIVITY & BARGAINS
SHOWROOM & SERVICE
3 EVOLVING RETAIL NEEDS
IMMEDIACY EXCLUSIVITY & BARGAINS
SHOWROOM & SERVICE
• PERSONAL DELIVERY • MANAGE MY RESOURCES
• ONE CLICK AWAY
• BRAND HOMAGE • CURATED WORLD
• SOCIAL SHOPPING • PERSONAL
NAVIGATOR /OFFERS
• HELP ME BUY WELL • COMMUNITY
CONNECTION • TOUCH & FEEL RETAIL
