the continuous consumer

CONTINUOUSTHINKING

Tim GreenhalghChairman & Chief Creative Officer

@timghalgh @FITCHdesign

TRANSFORM CONSUMER EXPERIENCEACCELERATE BUSINESS SUCCESS

DESIGNING THE FUTURE

DESIGNING THE FUTURE OF… GROCERYMorrisons M Local | Supervalu | Coop | Victoria | City Target

DESIGNING THE FUTURE OF… TECH & TELECOMT Mobile | Carphone Warehouse | Dell | Microsoft | Beeline

DESIGNING THE FUTURE OF… SPORT & LEISUREadidas | adidas originals | Haviannas | Timberland

DESIGNING THE FUTURE OF… AUTOMOBILELexus | Toyota | Lincoln | Michelin | McLaren

COMMON THEMES

Purpose, Engagement, Future consumers, Role of Digital, Differentiation

DESIGNING THE FUTURE

SIGHT INSIGHT FORESIGHT

SIGHT MUST SEE

HUNTER - REGENTS STREET

TARGET/IKEA/GAP

INSIGHT Back of house… | Community Networks | Sensorial Wonders

Starbucks Reserve - ‘Let’s create the Willy Wonka of Coffee’ - Howard Schultz

generous brandsserious business of playgen zcontinuous retail

FORESIGHT

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

Wilbur & Orville…designed to be stolen

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

LEGO - ‘leg godt’

PLAY WELL

The LEGO stores provide a 360 degree experience, redefining toy retail….

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.

constant stateof partial attention

FITCH:GenZ Research 2014

FORESIGHT#3

Offering things to buy

Telling your story

Making it perfect

Inspiring things to do

Starting a conversation

Making it better with them

expect

innovation co-creation continuity

GEN Z

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

Omnispelling

Omni-channelOmni ChannelOmnichannel

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

CONTINUOUS RETAIL

…is the art.The undeniable futureof all things retail

WHAT I CAN ACHIEVEWITH YOU

WHAT I CAN BUY FROM YOUFROM

TO

CONTINUOUS CONSUMER

5

Connecting Continuous Brands to Continuous Consumers

CB

5

…align to Universal Mind States

CB

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





MINDSTATES EXPLORING BROWSE EASILY MORE INFORMATION NARROW CHOICES

I WANT A PAIR OF TRAINERS FOR RUNNING





MINDSTATES LOCATING EASY TO FIND USEFUL REMINDERS REASSURANCE

I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8





MINDSTATES EXPERIENCING CARE AND ADVICE ACTIVE COMMUNITY GETTING MOST OUT OF PURCHASE

I WANT TO GET THE MOST OUT OF MY RUNNING





USERSCUSTOMERSTHINK

AS WELL AS

5

CB

Creating aContinuous Brand

JOURNEYTOUCHPOINTS

EVERY

IS MADE UP OF

THESE

MOMENTS OF CONNECTION ARE OFTEN

FRACTURED AND ONLY

SPORADICALLY EFFECTIVE

A unique and defendable unifying principle - a new ritual

EXPERIENCESIGNATURE

BRANDESSENCE

IF YOUR

IS YOUR

EXPERIENCE SIGNATUREPRESENCE

YOUR

IS YOUR

Perceiving all things…creating a true continuity of experience

EXPERIENCESIGNATURE

5

CB

…establish PHD

PHD

ImmediateImmersiveTactile

EmpatheticApproachableKind

InfiniteInteractiveStorytelling

Experience Signature

PHD



InfiniteInteractiveStorytelling Future UX platforms

“…know my preferences”

Future role of the storeShowrooming | Webrooming


HUMAN RITUALSEMPOWERED PHYSICALLY&DIGITALLY

CREATING FUTUREPHD



InfiniteInteractiveStorytelling


China - New Homes

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


FOR VALIDATION AND CONSENSUS

VISUALISING DREAMSCOACHES

UNCERTAIN OUTCOMES

FACILITATING MULTIPLE DECISION MAKERS


DIYDIFMFROM

OR

DO IT FOR ME

Cultural Attitudes - The Renovation Process

DIYDIWMFROM

OR

DO IT WITH ME

Cultural Attitudes - The Renovation Process

Experience Signatures™ | Vivid Homes!VIVID Coaches!!

Experience Signatures™ | Vivid Homes!Get started!!

Experience Signatures™ | Vivid Homes!Collect ideas with an interactive card!!

Experience Signatures™ | Vivid Homes!See your ideas with a cost estimate!!

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!!

Seamless Retail™ | Experience Signatures!Save and manage with the VIVID project!!

Seamless Retail™ | Experience Signatures!How to use your new home with Home passport!!

Experience Signatures™ | Vivid Homes!

DREAMING! EXPLORING! LOCATING! EXPERIENCING!

P!

H!

D!

Continuous ThinkingThe ‘Art’ of Retail



P!

H!

D!

CONTINUOUSMATRIX




P!

H!

D!


CONTINUOUSTHINKING

The Future ‘Art’ of Retail

UserMindsetDELE


PHD

UserMindsetDELE


PHD

NewRituals

KeepDreaming

Tim GreenhalghChairman & Chief Creative Officer

@timghalgh @FITCHdesign

the continuous consumer

Retail

future consumers

future of grocerymorrisons

future language

future of mainstream

new tools

new species

new information

toy retail