0
How to build strong retail brands
for the new consumer?
JOERI VAN DEN BERGH
Co-founder, Gen Y expert, author
InSites Consu...
Good
Afternoon
up-to-date info:
howcoolbrandsstayhot.com
Follow me on Twitter:
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites@joeri_insites
@joeri_insites@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
//Template 1
• Tekst
//Template 1
• Tekst
@joeri_insites
@joeri_insites
@joeri_insites
//Template 1
• Tekst
@joeri_insites@joeri_insites
@joeri_insites
Appsessed
@joeri_insites
Usage of mobile phone in buying process
37%
28%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have...
@joeri_insites
@joeri_insites
Usage of mobile phone in buying process
61%
50%
N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have...
@joeri_insites
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
//Template 1
• Tekst
//Uniqueness by stealing from other industries
Unique
@joeri_insites
//Template 1
• Tekst
Unique
@joeri_insites
//Authenticity for
Generation Y
Real
Real
@joeri_insites
Regionale Verbundenheit, hohe Qualität, aus der Region für die Region.
Legen sehr viel Wert auf Bioprodukte.
@joeri_insites
Große Vielfalt, gutes Preis Leistungsverhältnis, übersichtliche Auffächerung
der Shops, mannigfaches Sortiment, gute Führu...
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
Happy
@joeri_insites
@joeri_insites
//Template 1
• Tekst
Insert movie rorschach U by Kotex
Self
Global online contest to recruit 100
amateur soccer players in 55 countries
=> 16 final best against the best
Over 150,000...
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
co-founder & gen Y researcher
marketing author
Joeri Van den Bergh
www.howcoolbrandsstayhot.com
@joeri_insites
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
How to build strong retail brands for the new consumer
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How to build strong retail brands for the new consumer

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How to build strong retail brands for the new consumer, presented by Joeri Van den Bergh (Gen Y expert at InSites Consulting and author of How Cool Brands Stay Hot) at ICSC Czech & Slovak Real Estate Conference in Prague on September 17, 2013.

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Transcript of "How to build strong retail brands for the new consumer"

  1. 1. How to build strong retail brands for the new consumer? JOERI VAN DEN BERGH Co-founder, Gen Y expert, author InSites Consulting @joeri_insites on Twitter
  2. 2. Good Afternoon up-to-date info: howcoolbrandsstayhot.com Follow me on Twitter: @joeri_insites
  3. 3. @joeri_insites
  4. 4. @joeri_insites
  5. 5. @joeri_insites@joeri_insites
  6. 6. @joeri_insites@joeri_insites
  7. 7. @joeri_insites
  8. 8. @joeri_insites
  9. 9. @joeri_insites
  10. 10. //Template 1 • Tekst
  11. 11. //Template 1 • Tekst @joeri_insites
  12. 12. @joeri_insites
  13. 13. @joeri_insites
  14. 14. //Template 1 • Tekst
  15. 15. @joeri_insites@joeri_insites
  16. 16. @joeri_insites
  17. 17. Appsessed @joeri_insites
  18. 18. Usage of mobile phone in buying process 37% 28% N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone 1 Discounts when checking-in 29% 26% 28% 28% 23% 21% 23% 18% 18% 2 Special deals offered 3 Product information via barcodes 4 Payment 5 Augmented reality to try out products 6 Most efficient shopping route 7 Share shopping list 8 Dedicated store web sites 22% 19% 20% 21% 15% Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany “ At a grocery retailer, I am interested in these apps…” @joeri_insites
  19. 19. @joeri_insites
  20. 20. @joeri_insites
  21. 21. Usage of mobile phone in buying process 61% 50% N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone 2 Discounts when checking-in 53% 49% 40% 45% 23% 21% 42% 33% 33% 1 Special deals offered 3 Product information via barcodes 4 Payment 7 Augmented reality to try out products 6 Most efficient shopping route 8 Share shopping list 5 Dedicated store web sites 34% 35% 29% 26% 25% Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany “ At a fashion retailer, I am interested in these apps…” 38% 41% @joeri_insites
  22. 22. @joeri_insites
  23. 23. R2=.57 R2=.74 R2=.62 InSites Consulting Brand Model tested by path analysis
  24. 24. //Template 1 • Tekst //Uniqueness by stealing from other industries Unique @joeri_insites
  25. 25. //Template 1 • Tekst Unique @joeri_insites
  26. 26. //Authenticity for Generation Y Real
  27. 27. Real
  28. 28. @joeri_insites
  29. 29. Regionale Verbundenheit, hohe Qualität, aus der Region für die Region. Legen sehr viel Wert auf Bioprodukte. @joeri_insites
  30. 30. Große Vielfalt, gutes Preis Leistungsverhältnis, übersichtliche Auffächerung der Shops, mannigfaches Sortiment, gute Führung durch den Shop, Wegweiser etc. , netter Service steht für beste Qualität @joeri_insites
  31. 31. @joeri_insites
  32. 32. @joeri_insites
  33. 33. @joeri_insites
  34. 34. @joeri_insites
  35. 35. @joeri_insites
  36. 36. @joeri_insites
  37. 37. @joeri_insites
  38. 38. @joeri_insites
  39. 39. @joeri_insites
  40. 40. @joeri_insites
  41. 41. @joeri_insites
  42. 42. @joeri_insites
  43. 43. Happy
  44. 44. @joeri_insites
  45. 45. @joeri_insites
  46. 46. //Template 1 • Tekst Insert movie rorschach U by Kotex Self
  47. 47. Global online contest to recruit 100 amateur soccer players in 55 countries => 16 final best against the best Over 150,000 soccer players! @joeri_insites
  48. 48. @joeri_insites
  49. 49. @joeri_insites
  50. 50. @joeri_insites
  51. 51. @joeri_insites
  52. 52. @joeri_insites
  53. 53. @joeri_insites
  54. 54. @joeri_insites
  55. 55. @joeri_insites
  56. 56. co-founder & gen Y researcher marketing author Joeri Van den Bergh www.howcoolbrandsstayhot.com @joeri_insites
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