KODW Trends in retail & opportunity for customer engagement

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

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

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  • 1. © 2014 Hong Kong Design Centre. All Rights Reserved.
  • 2. © 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
  • 3. M E Psychologist ! Insight + Strategy + Innovation Innovation ConsultantRakhi Rajani |
  • 4. © 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
  • 5. 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 |
  • 6. © 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
  • 7. 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
  • 8. © 2014 Hong Kong Design Centre. All Rights Reserved. 5 O P P O R T U N I T I E S RAKHI RAJANI
  • 9. 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 Wantability
  • 10. 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 • No interaction = • (+ Hours of reasoning to talk yourself into (or out of) the purchase) Irrational Wantability Rational Wantability
  • 11. https://www.iconfinder.com/ Innovation ConsultantRakhi Rajani | Invitation to Interact Appropriate Invitation = Predictable Behaviour
  • 12. Innovation ConsultantRakhi Rajani | Image from Rakhi Rajani
  • 13. Innovation ConsultantRakhi Rajani | http://www.retail-focus.co.uk/news/903-virgin-holidays-opens-multi-sensory-holiday-lab
  • 14. Innovation ConsultantRakhi Rajani | Viktor & Rolf
  • 15. 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
  • 16. 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
  • 17. Innovation ConsultantRakhi Rajani | Product Playground Transparency = Belief
  • 18. Innovation ConsultantRakhi Rajani | http://www.dramafever.com/news/sony-sells-new-walkmans-in-vending-machine-water-bottles-proving-just-how-waterproof-they-are/
  • 19. Innovation ConsultantRakhi Rajani | http://retaildesignblog.net/2014/03/15/adidas-springblade-innovation-lab-pop-up-store-by-urbantainer-seoul/
  • 20. Innovation ConsultantRakhi Rajani | http://wehowsky.eu/
  • 21. http://4.bp.blogspot.com/-nCQEVAGynNQ/Trrrn5nXGgI/AAAAAAAACxY/P3GV6bMwhSg/s640/Gucci_Bond_08.11.2011_148.jpg Innovation ConsultantRakhi Rajani |
  • 22. Innovation ConsultantRakhi Rajani | Image from Leica
  • 23. 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
  • 24. M E N TA L & P H Y S I C A L J O U R N E Y Innovation ConsultantRakhi Rajani | AdvocacyAwareness
  • 25. 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
  • 26. Innovation ConsultantRakhi Rajani | Purchasing Narrative Clear Narrative = Decision Making Moments
  • 27. 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
  • 28. 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
  • 29. Innovation ConsultantRakhi Rajani | Show Expertise Contextual Guidance = Reassurance of Choice
  • 30. Innovation ConsultantRakhi Rajani | http://www.jbanksdesign.com/Retail_Showroom.html
  • 31. Innovation ConsultantRakhi Rajani | awlandsundry.com
  • 32. Innovation ConsultantRakhi Rajani | trunkclubcom
  • 33. 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/
  • 34. Innovation ConsultantRakhi Rajani | Find not Seek Moments of Discovery = Moments of Delight
  • 35. Innovation ConsultantRakhi Rajani | Perch Interactive
  • 36. Innovation ConsultantRakhi Rajani | http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg
  • 37. Innovation ConsultantRakhi Rajani | http://modernfarmer.com/wp-content/uploads/2014/01/farmersfridge.jpg
  • 38. © 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
  • 39. © 2014 Hong Kong Design Centre. All Rights Reserved. How would you simplify your ‘path to purchase’? 3939Innovation ConsultantRakhi Rajani | https://www.iconfinder.com
  • 40. © 2014 Hong Kong Design Centre. All Rights Reserved. Think beyond the transaction to how might you reinvent the ‘ceremony of retail’? 4040Innovation ConsultantRakhi Rajani | https://www.shutterstock.com
  • 41. © 2014 Hong Kong Design Centre. All Rights Reserved. How would you design a customer journey for a flagship digital retail store? 4141Innovation ConsultantRakhi Rajani | https://www.iconfinder.com
  • 42. 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 …
  • 43. © 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