New Retail Day'14 - 6. maj 2014 - Filip Lau, ReD Associates

385 views
280 views

Published on

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
385
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

New Retail Day'14 - 6. maj 2014 - Filip Lau, ReD Associates

  1. 1. Når mennesker går i butikker New Retail Day ‘14 Filip Lau, ReD Associates 6. maj 2014
  2. 2. 2 At ReD, we put a deep understanding of real people back at the center of business decision-making. Our teams solve some of today’s hardest problems. R E D A S S O C I A T E S Copenhagen & New York
  3. 3. 3 DRIVING INNOVATION ReD Associates is an innovation consultancy that helps clients achieve top line growth. PEOPLE CENTERED We are specialists at uncovering customers’ needs and use insights to reinvent existing categories, identify new markets and develop new sources of growth. SOCIAL SCIENCE ENGINE Our core tool is the application of social science methods and theories of human behaviour to solve non- linear business problems. Our proposition
  4. 4. Facts in Brief 4 DISCIPLINES Our staff are trained in the human sciences, i.e. anthropology, sociology, ethnography, psychology, etc. Each staff member goes through an internal two-year training programme focusing on business thinking and commercial implications 65 consultants in two offices. 17 languages and 15 nationalities. Offices in Copenhagen, New York and satellites in Shanghai and London LEADERSHIP Charlotte Vangsgaard – Managing Partner Mikkel B. Rasmussen – Senior Partner, EU Christian Madsbjerg – Senior Partner, US Filip Lau, Jun Lee, Mikkel Brok-Kristensen & Charles Hill PRACTICES Product and Service Development Commercial Growth Organizational Performance KEY INDUSTRY SECTORS Consumer Electronics Health and Medical Devices Consumer products Business-to-business
  5. 5. 5 Sensemaking is described in the book ‘The Moment of Clarity’ ‘Increase the sales of jerseys around WC14’ ‘Exploit the commercial potential of emerging markets’ ‘Increase market share in the RTD category in China’ Assess possibility to expand market through increased patient compliance’ ‘How to create more impactful packaging for our men’s range?’ We call our approach ‘sensemaking’. Basically, it is about turning a business problem into a phenomenon What is the new take on national identity? What does ‘play’ mean to Chinese kids and parents? It describes how business problems can be solved… …by reframing the business problems into phenomena The Moment of Clarity is written by ReD’s two directors, Mikkel B. Rasmussen and Christian Madsbjerg. It was published in 2014 on Harvard Business Review Press What is the culture of tea? Why are people not taking their vital medicine? What is masculinity? 5
  6. 6. 6 Ærlig talt, så ved vi hos ReD kun lidt om at drive detailhandel… …Ligesom vi også ved en del om hvordan vores kunder tænker detail-leddet i deres strategi og planer for innovation. …Men vi ved meget om hvordan folk handler ind og hvad oplevelsen i butikken betyder for dem…
  7. 7. 7 Vores perspektiv på detailhandel kommer fra en forståelse af forbrugernes relation til de produkter virksomheder sælger – og detailhandelens rolle som ‘mediator’
  8. 8. 8 2 + 2 + 1
  9. 9. 1. Myten om den rationelle forbruger Altid billigst online
  10. 10. “Mange af kunderne er nogle hyklere. De kommer ind i butikken og lader som om, at de vil købe et køkken. De får en masse gratis vejledning af det velvillige personale. Køkkendesign, farvevalg, navne og mål på materialer osv. De noterer samtlige detaljer og forsvinder så ud af butikken. Over nettet derhjemme kan de nemlig bestille alle dele til det designede køkken hos en billigere leverandør.” – Læserbrev i Information, 21, november 2013
  11. 11. 12 Med nye digitale løsninger kan forbrugerne få det billigste produkt nemt og hurtigt IGÅR De handlende har kontrollen I det øjeblik den handlende går gennem døren har forretningen fuld kontrol over oplevelsen, prisen, service. I DAG Kunden har kontrollen “Ever wondered if you were getting the best price on a product when you were out shopping? … Price Check enables you to search Amazon products quickly using barcode, picture, voice, and text search.” – Amazon Price Check app Project: SAM28 Digital Signage
  12. 12. 13 Hvis prisen er det afgørende parameter, er der særlige steder forbrugerne går hen – især hvis ikke de ved så meget om kategorien Project: ADI12 Less knowledgeable  big box store High volume, national visibility, low prices, low customer service. Brands compete by owning shelf space.
  13. 13. 14 On your own navigating a wall of shoes The person at Dick’s couldn’t tell Ben anything about the different shoes— and Ben wouldn’t have believed him anyway. “I hate the salespeople,” he scoffed, as he searched in futility for someone to retrieve a pair of shoes for him. This was a common experience in big box stores, which provide little assistance for picking out a model. Project: ADI12 Og det er ikke service og god betjening de leder efter…
  14. 14. 16 Vi ser en helt anden tendens blandt vidende forbrugere: nemlig at de har en relation til butikken, og efterspørger et veluddannet personale Project: ADI12 More knowledgeable  Run specialty store Low volume, local visibility, high customer service. Acts as a community center. Brands compete by getting salespeople to recommend shoes.
  15. 15. 17 Det er ikke specialbutikkerne der har den største udfordring. Det er de “fysiske Amazons” “The more you are like a warehouse, the more Amazon is going to crush you.” Lee Petersen, WD Partners
  16. 16. 2. Den nysgerrige forbruger Hvad forbrugerne ønsker af en god købsoplevelse
  17. 17. 19 I 1990’erne levede ideen om ‘mennesket som forbruger’ i bedste velgående – livet handlede om ‘shopping and fucking’ Sociologien er fyldt med teorier og studier om hvordan forbrug og identitet hænger tæt sammen Pierre Bourdieu (1930 – 2002)
  18. 18. 20 Projects: PER Baby Boomers Mød Susan der handler ind i Waitrose i London
  19. 19. 21 #1. EKSPERTISE OG KURATERING Forbrugerne forventer et højt vidensniveau af de ansatte i butikker der ikke er positioneret discount og lavpris – og at vareudbuddet er kurateret omkring en idé #2. RELEVANT INFORMATION Forbrugerne finder nye digitale info-løsninger relevante hvis brugeroplevelsen er bekvem og værdiskabende #3. BEKVEM SHOPPING Forbrugerne er interesserede i relaterede services der ligger udenfor butikken I dag ser vi tre ting forbrugerne søger når de går handler ind
  20. 20. 22 Forbrugerne er overvældede af valgmuligheder – og det betyder at de i stigende grad rådfører sig hos kuratorer af god smag. De ønsker ekspertvejledning i butikken Eksempel: Tsutaya Books, Tokyo
  21. 21. 23 DESK RESEARCH: http://www.vendhq.com/retail-trends-and-predictions ; http://www.deloitte.com/assets/Dcom-Germany/Local%20Assets/Images/06_CBuT/ ; http://hbr.org/2011/12/retail-isnt-broken-stores-are/ar/ 12013/CB_R_store_of_the_future_2013.pdf …Og det er ikke et niche-fænomen Eksempler: Apple og Nespresso Apple excels as this through employing Apple aficionados to champion their products Nespresso store staff also offer expert service, helping new and existing customers navigate Nespresso’s machine and coffee range “This implies a change in the role of the store associate. They now become brand advocates and start to play a key role in the execution of new customer experiences in stores. Retailers will need to re- evaluate their talent management strategy and the implications on aspects such as training and pay structures. Store associates need to adapt change to reflect the changes in customer behaviours. Customers want sales assistants that they can relate to and who will provide relevant advice.” Deloitte Analysis
  22. 22. 24 So far, in-store ‘kiosks’ feel like work Forbrugerne finder nye digitale info-løsninger relevante hvis brugeroplevelsen er bekvem og værdiskabende Feels like work: Clairols’ “Find your Color” kiosk at Walmart Brands are waiting for proven formats Could new technology help?: Lego’s in-store AR
  23. 23. 25 Integrating design and services across all channels Forbrugerne er interesserede i relaterede services der ligger udenfor butikken Eksempel: Urban Outfitters booster salget i butikken ved at tilbyde hjemmelevering gennem salgspersonalet Aiming to be customer-centered, not channel-centered 1.  http://www.oracle.com/oms/retail/connected-interactions-1527306.pdf 2.  http://www.starmount.com/news/mobile-in-retail-everybodys-doing-it-and-so-should-you 3.  http://www.mobilecommercedaily.com/urban-outfitters-taps-print-catalog-to-drive-mobile-sales United cross-channel experience boosting sales & profits • Streamlined design across all channels • Use of mobile devices in store as POS, to check stocks, manage returns and check availability of products in near-by stores and online • Pick up products ordered online in store • Order clothes online in store • Email in-store receipts • Boasted a 72% single-quarter profit in 2011, whilst other retailers struggled in a grim financial situation • Use of mobile devices in holiday season 2011 created a record high 11% year-over-year holiday sales growth
  24. 24. 3. Brands’ drømmeposition i butikken Brands ønsker at kontrollere købsoplevelsen hos tredjepart - detailleddet
  25. 25. 28# …Og sådan ser den tilsvarende ‘retail experience’ ud hos designenheden hos det brand butikken sælger
  26. 26. 29# CREATE#THE#INSIGHT# Øvelsen er også interessant den anden vej rundt – her et foto af den ideelle bar hvis man spørger Carlsberg…
  27. 27. 30# CREATE#THE#INSIGHT# Øvelsen er også interessant den anden vej rundt – her et foto af den ideelle bar hvis man spørger Carlsberg…
  28. 28. 31# CREATE#THE#INSIGHT# Nede i kælderen ligger Alistair’s ‘Box of Crap’
  29. 29. 4. Kanaler skifter – og pludselig bliver detail- leddet interessant Brands er i tvivl om hvordan de kan være med i en meningsfuld dialog med butikker og kæder
  30. 30. 33 We have primarily targeted the Off Trade indirectly by teaching our consumers how to enjoy our brands On Trade expecting them to repeat this behaviour off trade
  31. 31. 34 Susan in Waitrose (London)
  32. 32. 1. Myten om den rationelle forbruger 2. Den nysgerrige forbruger 3. Brands’ drømmeposition i butikken 4. Kanaler skifter – og pludselig bliver detail-leddet interessant Konklusion og spørgsmål • Hvis pris ikke er den afgørende grund for forbrugeren til at handle hos os hvad er det så? • Hvordan kan vi give vores kunder følelsen af en kurateret, venlig og ekspertbaseret oplevelse? • Hvad kan vi tilbyde brands er mere værdifuldt for dem end ‘brand presence’ • Hvordan kan vi øge forbrugernes oplevede værdi af en vare eller en kategori i butikken?

×