the harry potter generation and digital trends

December 2015

THE HARRY POTTER GENERATION EXPECTS MORE MAGIC

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Consumers are digitally mature

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End-consumers are digitally mature, but some industries are lagging behind. Financial services is the leading player in digital.


Value chains gets blurrier lines and digital communication is disrupting the traditional structures. It is now expected that all players communicate with me!

Producing private labels under the mother brand

Direct sales with e-commerce and physical sales with experience centers

E-commerce with click and collect or home delivery

Communicating a brand for both the consumer goods house and the individual brands

The traditional physical shopping

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Consumer trends in relation to our needs, wants and the macro environment


Structuring the trends based our favorite guys: Maslow, Potter and Porter

Basic needs

Expectation

Drivers of change

Needs are anchored in our ability to make social connections, as belongingness is the driving force of all human behaviour. Scientists argue that we would not have a single need if we

didn`t have a social network to impact us.

The Millennials grew up with technology and Harry Potter. That`s why this generation has higher and different expectations. The

Harry Potters expect boring transactions to disappear and confidently expect and want more magic in products and services.

Society, people and trends are affected by the bigger external

macro trends found in the PESTEL framework.

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Digital consumer trends


6 digital consumer trends to familiarize with to be truly relevant to the Harry Potters

People 2 People

Physical experience

The sixth sense Interaction

Personalisation

Convenience & seamlessness

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Convenience & Seamlessness


We expect smooth speed and no gaps - turning

convenience and seamlessness into hygiene

factors

Social SpeedSelf


The new way to shop from home – Say it or scan it and it is in your basket

Click me for film

https://www.youtube.com/watch?v=fUyUNjyC6Qs

https://www.youtube.com/watch?v=fUyUNjyC6Qs

https://www.youtube.com/watch?v=aFYs9zqYpdM

https://www.youtube.com/watch?v=aFYs9zqYpdM


Receive your online shopping at your doorstep within the hour


Ever wanted something someone wore in an Instagram picture?

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People-2-People


We expect to borrow from others, and we expect that we can trust people with a Facebook profile to

rent our home

Social Share

Click me for film

https://www.youtube.com/watch?v=GgR12A4h9mc

https://www.youtube.com/watch?v=GgR12A4h9mc


Finding gaps and filling gaps with new business models


The Airbnb of everything: Filling the gaps where someone has a lot of

something I need just a tiny bit of


When communities meets “Lørdagsrådet” you can

crowdsource the ultimate SMS reply

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Personalisation


Self

We expect products, services and channels to be perfectly fitted to MY wants and needs“Treat me as ME, not someone like me”


We expect to be able to control the uncontrollable. Like 3Dprinting the

engagement ring to pick the right one …and avoid disasters


Need a sofa before the carpet, and two chairs before the sofa to know the size, but need the carpet first to place the furniture on top of it…

Click me for film

https://www.youtube.com/watch?v=vDNzTasuYEw

https://www.youtube.com/watch?v=vDNzTasuYEw


Sorta you isn’t you…

Click me for film

https://www.youtube.com/watch?v=tA8l_0ij6mA

https://www.youtube.com/watch?v=tA8l_0ij6mA

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Interaction


Most of all I trust my friends’ advice. How come we feel more friendly with some brands?

SafeSocial

Click me for film

https://www.youtube.com/watch?v=iMeKSm481LA

https://www.youtube.com/watch?v=iMeKSm481LA


I trust my friends, but I trust you too.Creating a loyalty program that consumers value

increases switching costs in today`s disloyal customer base.


From the LEGO community:‘Hi, I am Marksassius. Have been playing with LEGO since 1978. I like space LEGO but will play with all

sets.

Space!’

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Sixth sense


Consumers expect to rely on the brands as their sixth sense

SelfSocial


Amazon ships the goods just in case, and you most probably will order them..


Smartcar prepares your electric car for the next ride without you even telling it where or when..

https://www.youtube.com/watch?v=hgDZwhcGkD0

https://www.youtube.com/watch?v=hgDZwhcGkD0


Instagram always knows my interests and I don’t even mind that they have started advertising!

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Physical experience


The Hipster movement is a revolution against screens! Social, Self and Surprise

are three new hygiene factors to look out for.

SelfSocial Surprise


Creating that unique and different, but consistent in-store experience is setting you apart


Bringing physical and digital together helps bridge the gap for the consumers. We don’t

even distinguish the two anymore!


We have proof that experience is IN: The players that went online-only now seek personal contact with the consumers in new

experience centers and pop-ups


Families go on digital detoxing:Disconnect. To reconnect with reality.


Thinking about the brands we love, not just like – what have they done to make us fall in love?

People 2 People

Convenience and seamlessness Physical experience

The sixth sense

Interactive brands

Personalisation

Interactive session: Place your favorite brand next to the trend you think they are exceptionally good at


Adele HegerAccenture DigitalInteractive

Kamilla VedelerAccenture ConsultingDigital Customer

[email protected]@accenture.com

the harry potter generation and digital trends

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