© 2014 Hong Kong Design Centre. All Rights Reserved.
E N G A G I N G R E TA I L
TRENDSPOTTING
R A K H I R A J A N I .
I N ...
M E
Psychologist
Insight + Strategy + Innovation
Innovation ConsultantRakhi Rajani |
© 2014 Hong Kong Design Centre. All Rights Reserved.
E N A B L I N G P U R C H A S E
D E C I S I O N S
RAKHI RAJANI
Big Data
Mobile Commerce
Personalisation
Internet of Things
Retail Everywhere
Shop Windows That Talk
W E K N O W T H E B I...
© 2014 Hong Kong Design Centre. All Rights Reserved.
L E T ’ S TA L K … A B O U T P E O P L E
RAKHI RAJANI
P E O P L E A R E S I M P L E
Innovation ConsultantRakhi Rajani |
• Need to
• feel welcome
• feel safe
• be greeted
• be n...
© 2014 Hong Kong Design Centre. All Rights Reserved.
5 O P P O R T U N I T I E S
RAKHI RAJANI
1 . S E L L T O T H E S E N S E S
Innovation ConsultantRakhi Rajani |
http://hungryformore.org/wp-content/uploads/2013/07/...
P S Y C H O L O G Y O F T O U C H
https://www.iconfinder.com/
Innovation ConsultantRakhi Rajani |
• Sensory interaction (t...
https://www.iconfinder.com/
Innovation ConsultantRakhi Rajani |
Invitation to Interact
Appropriate Invitation = Predictabl...
Innovation ConsultantRakhi Rajani |
Image from Rakhi Rajani
Innovation ConsultantRakhi Rajani |
http://www.retail-focus.co.uk/news/903-virgin-holidays-opens-multi-sensory-holiday-lab
Innovation ConsultantRakhi Rajani |
Viktor & Rolf
2 . P R O V E I T
https://www.iconfinder.com/
Innovation ConsultantRakhi Rajani |
• Reveal the science/craftsmanship
• Est...
P R O D U C T B E L I E F
Innovation ConsultantRakhi Rajani |
• Dilution effect - Irrelevant information leads to extreme ...
Innovation ConsultantRakhi Rajani |
Product Playground
Transparency = Belief
Innovation ConsultantRakhi Rajani |
http://www.dramafever.com/news/sony-sells-new-walkmans-in-vending-machine-water-bottle...
Innovation ConsultantRakhi Rajani |
http://retaildesignblog.net/2014/03/15/adidas-springblade-innovation-lab-pop-up-store-...
Innovation ConsultantRakhi Rajani |
http://wehowsky.eu/
http://4.bp.blogspot.com/-nCQEVAGynNQ/Trrrn5nXGgI/AAAAAAAACxY/P3GV6bMwhSg/s640/Gucci_Bond_08.11.2011_148.jpg
Innovation Co...
Innovation ConsultantRakhi Rajani |
Image from Leica
3 . S I M P L I F Y T H E PAT H T O P U R C H A S E
Innovation ConsultantRakhi Rajani |
• Remove obstacles
• Create more H...
M E N TA L & P H Y S I C A L J O U R N E Y
Innovation ConsultantRakhi Rajani |
AdvocacyAwareness
M E D I U M S A R E O V E R W H E L M I N G
Innovation ConsultantRakhi Rajani |
http://blog.freespee.com/wordpress/wp-cont...
Innovation ConsultantRakhi Rajani |
Purchasing Narrative
Clear Narrative = Decision Making Moments
4 . K I L L T H E PA R A D O X O F C H O I C E
Innovation ConsultantRakhi Rajani |
• Choice can be crippling
• Curate coll...
C U R AT O R I A L R E TA I L
Innovation ConsultantRakhi Rajani |
• Product + placement
• 35% more likely to buy something...
Innovation ConsultantRakhi Rajani |
Show Expertise
Contextual Guidance = Reassurance of Choice
Innovation ConsultantRakhi Rajani |
http://www.jbanksdesign.com/Retail_Showroom.html
Innovation ConsultantRakhi Rajani |
awlandsundry.com
Innovation ConsultantRakhi Rajani |
trunkclubcom
5 . ’ S T U M B L E U P O N ’ M O M E N T S
Innovation ConsultantRakhi Rajani |
• Discovery vs Search
• Provide the story
...
Innovation ConsultantRakhi Rajani |
Find not Seek
Moments of Discovery = Moments of Delight
Innovation ConsultantRakhi Rajani |
Perch Interactive
Innovation ConsultantRakhi Rajani |
http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg
Innovation ConsultantRakhi Rajani |
http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg
© 2014 Hong Kong Design Centre. All Rights Reserved.
L E AV I N G Y O U W I T H
3 Q U E S T I O N S T O P O N D E R
RAKHI ...
© 2014 Hong Kong Design Centre. All Rights Reserved.
How would you simplify your
‘path to purchase’?
3838Innovation Consul...
© 2014 Hong Kong Design Centre. All Rights Reserved.
Think beyond the transaction to how might you reinvent the
‘ceremony ...
© 2014 Hong Kong Design Centre. All Rights Reserved.
How would you design a customer journey for a
flagship digital retail...
Innovation ConsultantRakhi Rajani |
http://www.retale.com/info/retail-in-real-time/
A N D I F Y O U L I K E D ATA …
© 2014 Hong Kong Design Centre. All Rights Reserved.
T H A N K Y O U
TRENDSPOTTING
R A K H I R A J A N I .
I N N O VAT I O...
© 2014 Hong Kong Design Centre. All Rights Reserved.
Upcoming SlideShare
Loading in …5
×

Trends in retail & opportunity for customer engagement

1,565 views

Published on

My keynote talk from KoDW this morning on engaging customers in retail environments

Trends in retail & opportunity for customer engagement

  1. 1. © 2014 Hong Kong Design Centre. All Rights Reserved. E N G A G I N G R E TA I L TRENDSPOTTING R A K H I R A J A N I . I N N O VAT I O N C O N S U L TA N T. RAKHI RAJANI
  2. 2. M E Psychologist Insight + Strategy + Innovation Innovation ConsultantRakhi Rajani |
  3. 3. © 2014 Hong Kong Design Centre. All Rights Reserved. E N A B L I N G P U R C H A S E D E C I S I O N S RAKHI RAJANI
  4. 4. Big Data Mobile Commerce Personalisation Internet of Things Retail Everywhere Shop Windows That Talk W E K N O W T H E B I G S H I F T S Innovation ConsultantRakhi Rajani |
  5. 5. © 2014 Hong Kong Design Centre. All Rights Reserved. L E T ’ S TA L K … A B O U T P E O P L E RAKHI RAJANI
  6. 6. P E O P L E A R E S I M P L E Innovation ConsultantRakhi Rajani | • Need to • feel welcome • feel safe • be greeted • be noticed • be listened to • Retailers need to • welcome • re-assure • greet • notice • listen
  7. 7. © 2014 Hong Kong Design Centre. All Rights Reserved. 5 O P P O R T U N I T I E S RAKHI RAJANI
  8. 8. 1 . S E L L T O T H E S E N S E S Innovation ConsultantRakhi Rajani | http://hungryformore.org/wp-content/uploads/2013/07/Senses.jpg • Demonstrate tangible features • Allow consumers to interact • Differentiate with display material • Use device features • Generate want-ability
  9. 9. P S Y C H O L O G Y O F T O U C H https://www.iconfinder.com/ Innovation ConsultantRakhi Rajani | • Sensory interaction (touch & smell especially) cultivate ownership • Interaction = 10 sec to irrational want-ability • No interaction = rational want-ability (based on features etc) • (+ Hours of reasoning to talk yourself into (or out of) the purchase)
  10. 10. https://www.iconfinder.com/ Innovation ConsultantRakhi Rajani | Invitation to Interact Appropriate Invitation = Predictable Behaviour
  11. 11. Innovation ConsultantRakhi Rajani | Image from Rakhi Rajani
  12. 12. Innovation ConsultantRakhi Rajani | http://www.retail-focus.co.uk/news/903-virgin-holidays-opens-multi-sensory-holiday-lab
  13. 13. Innovation ConsultantRakhi Rajani | Viktor & Rolf
  14. 14. 2 . P R O V E I T https://www.iconfinder.com/ Innovation ConsultantRakhi Rajani | • Reveal the science/craftsmanship • Establish certainty • Differentiate on skill • Provide answers to questions • Generate curiosity
  15. 15. P R O D U C T B E L I E F Innovation ConsultantRakhi Rajani | • Dilution effect - Irrelevant information leads to extreme judgement & makes you question validity • But - Contextualised information leads to confidence
  16. 16. Innovation ConsultantRakhi Rajani | Product Playground Transparency = Belief
  17. 17. Innovation ConsultantRakhi Rajani | http://www.dramafever.com/news/sony-sells-new-walkmans-in-vending-machine-water-bottles-proving-just-how-waterproof-they-are/
  18. 18. Innovation ConsultantRakhi Rajani | http://retaildesignblog.net/2014/03/15/adidas-springblade-innovation-lab-pop-up-store-by-urbantainer-seoul/
  19. 19. Innovation ConsultantRakhi Rajani | http://wehowsky.eu/
  20. 20. http://4.bp.blogspot.com/-nCQEVAGynNQ/Trrrn5nXGgI/AAAAAAAACxY/P3GV6bMwhSg/s640/Gucci_Bond_08.11.2011_148.jpg Innovation ConsultantRakhi Rajani |
  21. 21. Innovation ConsultantRakhi Rajani | Image from Leica
  22. 22. 3 . S I M P L I F Y T H E PAT H T O P U R C H A S E Innovation ConsultantRakhi Rajani | • Remove obstacles • Create more H2H moments • Create moments of delight • Rethink the P-to-P in tech • Make it short haul vs long haul
  23. 23. M E N TA L & P H Y S I C A L J O U R N E Y Innovation ConsultantRakhi Rajani | AdvocacyAwareness
  24. 24. M E D I U M S A R E O V E R W H E L M I N G Innovation ConsultantRakhi Rajani | http://blog.freespee.com/wordpress/wp-content/uploads/2014/04/path-to-purchase.png Google Data Images
  25. 25. Innovation ConsultantRakhi Rajani | Purchasing Narrative Clear Narrative = Decision Making Moments
  26. 26. 4 . K I L L T H E PA R A D O X O F C H O I C E Innovation ConsultantRakhi Rajani | • Choice can be crippling • Curate collections • Demonstrate applicability • Showcase other peoples decisions • Provide context
  27. 27. C U R AT O R I A L R E TA I L Innovation ConsultantRakhi Rajani | • Product + placement • 35% more likely to buy something if it’s at eye level • Showcase products and services in context • Guide decision making • Build trust to eliminate choice conflict
  28. 28. Innovation ConsultantRakhi Rajani | Show Expertise Contextual Guidance = Reassurance of Choice
  29. 29. Innovation ConsultantRakhi Rajani | http://www.jbanksdesign.com/Retail_Showroom.html
  30. 30. Innovation ConsultantRakhi Rajani | awlandsundry.com
  31. 31. Innovation ConsultantRakhi Rajani | trunkclubcom
  32. 32. 5 . ’ S T U M B L E U P O N ’ M O M E N T S Innovation ConsultantRakhi Rajani | • Discovery vs Search • Provide the story • Offer alternatives to interrupt confusing purchase paths • Connect See and Buy moments • Purchase maybe delayed but will likely happen https://www.iconfinder.com/
  33. 33. Innovation ConsultantRakhi Rajani | Find not Seek Moments of Discovery = Moments of Delight
  34. 34. Innovation ConsultantRakhi Rajani | Perch Interactive
  35. 35. Innovation ConsultantRakhi Rajani | http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg
  36. 36. Innovation ConsultantRakhi Rajani | http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg
  37. 37. © 2014 Hong Kong Design Centre. All Rights Reserved. L E AV I N G Y O U W I T H 3 Q U E S T I O N S T O P O N D E R RAKHI RAJANI
  38. 38. © 2014 Hong Kong Design Centre. All Rights Reserved. How would you simplify your ‘path to purchase’? 3838Innovation ConsultantRakhi Rajani | https://www.iconfinder.com
  39. 39. © 2014 Hong Kong Design Centre. All Rights Reserved. Think beyond the transaction to how might you reinvent the ‘ceremony of retail’? 3939Innovation ConsultantRakhi Rajani | https://www.shutterstock.com
  40. 40. © 2014 Hong Kong Design Centre. All Rights Reserved. How would you design a customer journey for a flagship digital retail store? 4040Innovation ConsultantRakhi Rajani | https://www.iconfinder.com
  41. 41. Innovation ConsultantRakhi Rajani | http://www.retale.com/info/retail-in-real-time/ A N D I F Y O U L I K E D ATA …
  42. 42. © 2014 Hong Kong Design Centre. All Rights Reserved. T H A N K Y O U TRENDSPOTTING R A K H I R A J A N I . I N N O VAT I O N C O N S U L TA N T. R A K H I R A J A N I @ M A C . C O M | @ R A K H I RAKHI RAJANI
  43. 43. © 2014 Hong Kong Design Centre. All Rights Reserved.

×