Popai (oct2012)

348 views
243 views

Published on

This is a presentation I developed on Retail Marketing Consumer trends. It was presented last year at the POPAI South Africa conference in Johannesburg in 2012

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
348
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Popai (oct2012)

  1. 1. INTELLIGENCE, INSIGHT AND IMPLEMENTATION
  2. 2. ONLY TWO THINGS ARE CERTAIN
  3. 3. NEED FOR GROWTH
  4. 4. THERE IS A TENDENCY TO FOCUS ON THE PRODUCT/SEGMENT/CATEGORY
  5. 5. 8/10 NEW PRODUCT RELEASES FAIL.IN EUROPE NEW PRODUCTS SURVIVE ONSHELF FOR 10 WEEKSIN JAPAN, IT’S ONLY 2!YET…
  6. 6. THERE IS A TENDENCY TO FOCUS ON THE STORE DESIGN/ASSORTMENT/PRICE
  7. 7. YET…According to the research, in the UK, nearly 15,000 shops closed in town centres between2000 and 2009, but a further 10,000 shut in 2010 and 2011. (DAILY MIRROR 2012)
  8. 8. THERE IS A TENDENCY TO FOCUS SOLELY ON THE CAMPAIGN…
  9. 9. YET…PWC puts worldwide ad spend at $467 billion across all media in 2013, whileconsumer confidence in advertising is at an all time low
  10. 10. BIG THINGS ARE DONE WELL - IT’S THE SMALL THINGS THAT ARE DONE POORLY
  11. 11. MADE IT MUCH HARDER THAN IT LOOKS
  12. 12. THE SECRET IS MORE ABOUT PHYSICS THAN PSYCHOLOGY ..
  13. 13. 8 MILLION BRANDS!8 MILLION BRANDS TO CHOSE FROM, ONLY 28 MINUTES TO BUY
  14. 14. 1680 seconds30 000 products& MOST COMMON NUMBER OF ITEMS PER TRIP?”INSIDE THE MIND OF THE SHOPPER” Herb SorensonN(p)/T = ?
  15. 15. MORE THAN 80% OF THE TRIP ON THE MOVE
  16. 16. ON AUTOPILOT..This Kantar World Panel data shows that on subsequent shopping trips, 80% of the time theshopper buys either the exact same item on the next trip, or perhaps a different variety of thesame brand, while 20% of the time they may purchase a different brand from that category.
  17. 17. MOVING INTO A MULTI CHANNEL ENVIRONMENT
  18. 18. ONLY OBJECTIVE CAN BE TO DESIGN BETTER EXPERIENCES
  19. 19. MARKETBRANDCUSTOMER STOREBUYEROUR FOCUS IS BUILDING RELATIONSHIPS
  20. 20. MARKETBRANDCUSTOMER STOREBUYERINTELLIGENCE INSIGHTIMPLEMENTATION
  21. 21. 3D STRATEGIC RELATIONSHIP MODEL
  22. 22. DESPITE THE INTELLIGENCE
  23. 23. THE TROUBLE IS ONE OF SCALE…
  24. 24. NOT FOR SISSIES..
  25. 25. ITS ABOUT BUILDING EMOTIONAL CONNECTIONS (MILLIONS OF THEM)
  26. 26. SALES VS MARKETING. OPERATIONS VS CUSTOMER
  27. 27. POORLY IMPLEMENTED
  28. 28. AND THE WRONG MEASURES
  29. 29. WHAT % OF CUSTOMERS COME INTO YOUR STOREAND DON’T BUY ANY OF YOUR PRODUCTS?
  30. 30. “It’s the second time a person chooses to buy yourbrand that is more important than the first.. “ME (2010)THE GAME IS IN FLUX…
  31. 31. THE TOP 100 BRANDS REPORT
  32. 32. THERE IS NO SHORTAGE OF GOOD IDEAS.THE TROUBLE IS GETTING THE OLD ONES OUT.DEE HOCK.
  33. 33. SOME OF THEM CAME INTO BEING MANY YEARS AGO..
  34. 34. OPEN FOR BUSINESS 24/7
  35. 35. DIGITAL INTEGRATION IS A GIVENGENERAL MOTORS
  36. 36. BIRTH OF A NEW BREED OF (MOBILE) SHOPPER
  37. 37. 1. MARKETING AS SERVICE DESIGN2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER (PERSONALISATION)3. THE STORE BECOMES THE PRODUCTEXPERIENCE CENTREREINVENTION FOR RETAIL & REVOLUTION FOR BRANDS
  38. 38. 1. MARKETING AS SERVICE DESIGN..Marketing as Service Design offers a new mandate for marketingdepartments; it not only improves the brand experience, but createsvalue and transforms business, often by transforming the lives of thecustomers. The challenge for the marketers and agencies helping them isreprogramming their objectives to towards continually building andsustaining value for the long term.
  39. 39. 1. MARKETING AS SERVICE DESIGN..SAYDUCK
  40. 40. 1. MARKETING AS SERVICE DESIGN..ORCA RESCUE DRIVE FOR STRANDED MOTORISTS
  41. 41. 1. MARKETING AS SERVICE DESIGN..LOREAL- MY COLOURIST
  42. 42. 1. MARKETING AS SERVICE DESIGN..NEIMAN MARCUS – NM SERVICE
  43. 43. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER (PERSONALISATION)Shoppers are sharing their personal data with retailers and brandsthrough opt-in platforms to trade for a better level of service. By havingaccess to the information like preferences and purchase histories - salesassociates and service representatives can deliver more personalisedinteractions and tailor product recommendations. This allows for a morecustomised and thoughtful shopping experience.
  44. 44. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER (PERSONALISATION)KURT GEIGER SA – VIP SUITCASE
  45. 45. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER (PERSONALISATION)STOP & SHOP – SCAN IT CHECKOUT
  46. 46. 2. REDEFINE LOYALTY AND THE VALUE OF LIFELONG CUSTOMER (PERSONALISATION)COCA COLA (AUS) – LABEL NAME
  47. 47. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTREDespite the threat of online shopping and digitally empowered consumersthe physical store will remain as important as ever in the delivery ofmeaningful human-led product experiences. The role of the physical storewill evolve from transactional to experiential – and according to DeloitteStore 3.0 Survey 2011 “in 5 years, providing the customer with acompelling brand experience will become the primary function of thestore..”
  48. 48. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTREAPPLE - STORES
  49. 49. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRESPRINKLES - ATM
  50. 50. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
  51. 51. SO WHAT NOW?
  52. 52. “Do or do not. There is no try”
  53. 53. REFERENCESSPRINGWISE.COMTRENDCENTRAL.COMPSFK.COMSMARTBRIEFBRANDWEEKADVERTISING AGEMOST CONTAGIOUS MAGAZINEWIREDTED.COMTNS SHOPPER BLOGSHOPPER CULTURE.COMHARVARD BUSINESS REVIEWWHY WE BUY - UNDERHILLBUYOLOGY - LINDSTROMINSIDE THE MIND OF THE SHOPPER - SORENSEN

×