trends shaping retail: united states
TRANSCRIPT
TRENDS !SHAPING !RETAIL !
Michael Stephenson Associate Strategy Director, FITCH
SO, WHAT TOOLS DO YOU USE? !
PALETTE OF TOUCHPOINTS !
Physical: The tangible – from objects that can be touched to settings that can be experienced
Human: Dynamic interactions – with individuals, employees, and social groups
Digital: Electronic Tools – technologies that talk to everyone, or just talk to me
P H D
To us, HUMAN may be the most important of the three. We believe retail is about meaningful moments of human connection.
SHOPPER MINDSTATES !
New Customer Journey
ExploringOpen minded but category focused.
LocatingLooking for a specific product, brand or service.
DreamingUnfocussed, open to experiences and story telling.
Shopper mindstates
Inspire meChallenge meEntertain me
Play with meReassure me
Show meHelp me find it
Wednesday, March 7, 12
Physical
Digital
Human
Dreaming Exploring Locating
PHD/DEL MATRIX !
Physical
Digital
Human
Dreaming Exploring Locating
PHD/DEL MATRIX !
EXPERIENCE SIGNATURES !Distinct collection of branded touchpoints.
Unique in collection from one brand to the next.
Why shoppers choose one brand over another.
How retail brands become memorable.
The reasons shoppers come back for more.
OK, SO WHAT? !
LOCATING THE DRAMA !Not ubiquitous Retail & technology focused Category agnostic Inspirational
MILLENIAL SHOPPERS !Finicky yet frugal Tech savvy Open-minded Particular
TRENDS SHAPING RETAIL !
Nomadic Unexpected Automated Curated Experiential
Gamified Memorable Simple Extendable Humanizing
Social Amazon-like Clienteling Connected Loyal
TRANSFORMATIONAL !EMOTIONAL !
SEAMLESS !
Macro-trend:
TRANSFORMATIONAL !!The physical retail environment is changing appearances, inside and out.
TRANSFORMATIONAL: !Nomadic.
TRANSFORMATIONAL: !Unexpected.
TRANSFORMATIONAL: !Unexpected.
TRANSFORMATIONAL: !Automated.
TRANSFORMATIONAL: !Automated.
TRANSFORMATIONAL: !Automated.
TRANSFORMATIONAL: !Curated.
TRANSFORMATIONAL: !Curated.
TRANSFORMATIONAL: !Curated.
TRANSFORMATIONAL: !Experiential.
TRANSFORMATIONAL: !Experiential.
Macro-trend:
EMOTIONAL ! Brands & retailers are providing a more engaging shopping experience to create an emotional hook.
EMOTIONAL: !Gamified.
EMOTIONAL: !Gamified.
EMOTIONAL: !Memorable.
EMOTIONAL: !Memorable.
EMOTIONAL: !Simple.
EMOTIONAL: !Simple.
EMOTIONAL: !Extendable.
EMOTIONAL: !Extendable.
EMOTIONAL: !Extendable.
EMOTIONAL: !Humanizing.
EMOTIONAL: !Humanizing.
EMOTIONAL: !Humanizing.
Macro-trend:
SEAMLESS ! The lines between digital & physical are blurring to create a more seamless experience.
SEAMLESS: !Social.
SEAMLESS: !Social.
SEAMLESS: !Amazon-like.
SEAMLESS: !Clienteling.
SEAMLESS: !Connected.
SEAMLESS: !Connected.
SEAMLESS: !Connected.
SEAMLESS: !Loyal.
SEAMLESS: !Loyal.
TRENDS SHAPING RETAIL !
Nomadic Unexpected Automated Curated Experiential
Gamified Memorable Simple Extendable Humanizing
Social Amazon-like Clienteling Connected Loyal
TRANSFORMATIONAL !EMOTIONAL !
SEAMLESS !
