How can you create an omni-channel path for buyers using physical, human and digital elements? And how can you create your own unique experience signature? Alasdair Lennox, ECD for FITCH EMEA presents at Offline/Online conference in Moscow -March 2015.

1. Creating buyers
Omni-channel path
Alasdair Lennox
Executive Creative Director EMEA
FITCH

2. Vivid by B&Q
1. Physical, Human & Digital
2. Experience Signatures
3. Retail Analytics
4. Agile Retail
Creating buyers
Omni-channel path

3. Reinventing the Chinese home décor market

4. View Vivid film here on vimeo: https://vimeo.com/92917938

5. Presentation prepared for adidas
© FITCH
1. Physical, Human & Digital
FITCH believes that a combination of Physical, Human and Digital
(PHD) touch points results in a Seamless Experience.

6. 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.”

7. PHYSICAL
HUMAN
DIGITAL
Immediate
Immersive
Tactile
Empathetic
Approachable
Kind
Infinite
Interactive
Storytelling
Each retail element has natural strengths:
1. Physical, Human & Digital

8. 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

9. Presentation prepared for adidas
© FITCH
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

10. 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.

11. 2. Experience Signatures
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D

12. Presentation prepared for adidas
© FITCH
3. Retail Analytics
“I can’t improve it if I can’t measure it” William Thomson, Lord Kelvin 1906

13. 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

14. Online heat mapping:
Presentation prepared for adidas
© FITCH
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

15. AIR : Analytics & Interaction for Retail
3. Retail Analytics

16. Presentation prepared for adidas
© FITCH
3. Retail Analytics
AIR : Analytics & Interaction for Retail

17. Presentation prepared for adidas
© FITCH
4. Agile Retail
Test, learn and adapt. Create a roadmap of innovation

18. 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

19. Presentation prepared for adidas
© FITCH
4. Agile Retail
Traditional ‘bricks & mortar’ retail process

20. Presentation prepared for adidas
© FITCH
4. Agile Retail
Test, learn and adapt.

21. Presentation prepared for adidas
© FITCH
4. Agile Retail
Create a roadmap of innovation
P
H
D
Retail
Product
Services
Digital
Systems
Staff
FUTURE 2015+NEAR 2014NOW 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.

22. Four FITCH tools for
omni-channel development:
1. Physical, Human & Digital
2. Experience Signatures
3. AIR: Analytics & Interaction for Retail
4. Agile Retail

24. Thank youAlasdair Lennox
Executive Creative Director EMEA
FITCH
alasdair.lennox@fitch.com