©immr 20131 Permission granted to cite, copy and distribute with attributionRetailing, Brands andthe Consumer ExperienceMa...
©immr 20132 Permission granted to cite, copy and distribute with attributionHow Consumers Feel about RetailersThe Love*Hat...
©immr 20133 Permission granted to cite, copy and distribute with attributionResearchFindings
©immr 20134 Permission granted to cite, copy and distribute with attributionConvenience StoresWarehouse ClubsDiscount Stor...
©immr 20135 Permission granted to cite, copy and distribute with attributionWhich Stores Are Consumers “Happy” with?1. War...
©immr 20136 Permission granted to cite, copy and distribute with attributionHow Happy Are Consumers with Retailers?On Aver...
©immr 20137 Permission granted to cite, copy and distribute with attribution1 in 4 “Very Happy”53% “Very Happy”vs.How Does...
©immr 20138 Permission granted to cite, copy and distribute with attributionDiscover ChooseBuy UseCustomer Experience > Pa...
©immr 20139 Permission granted to cite, copy and distribute with attributionStops Along the Consumer Journey
©immr 201310 Permission granted to cite, copy and distribute with attribution†Source: immr Shopping SurveyLove*Hate Relati...
©immr 201311 Permission granted to cite, copy and distribute with attributionCan Mobile Save Shopping?Source: If Shopping ...
©immr 201312 Permission granted to cite, copy and distribute with attributionStrategic QuestionsFor Brands
©immr 201313 Permission granted to cite, copy and distribute with attribution#1. Are We Excelling at PEER?ReinforceReinfor...
©immr 201314 Permission granted to cite, copy and distribute with attribution#2. Are We “Fully Engaged” with Customers?Wha...
©immr 201315 Permission granted to cite, copy and distribute with attribution#3. Are We “Tuned into” Digital Signals?Locat...
©immr 201316 Permission granted to cite, copy and distribute with attribution#4. Are We Engaging by Consumers’ Rules?Right...
©immr 201317 Permission granted to cite, copy and distribute with attribution#5. Are Numerator & Denominator in Balance?Cu...
©immr 201318 Permission granted to cite, copy and distribute with attribution#6. Are We Helping Customers Succeed?Minimizi...
©immr 201319 Permission granted to cite, copy and distribute with attribution#7. What’s Our Role in Consumers’ Lives?And A...
©immr 201320 Permission granted to cite, copy and distribute with attribution#8. Is Our House of Loyalty Built to Last?Jan...
©immr 201321 Permission granted to cite, copy and distribute with attribution#9. Are We Innovating at Retail?Stage 4Stage ...
©immr 201322 Permission granted to cite, copy and distribute with attribution#10. Are We Placing the Right Strategic Bets?...
©immr 201323 Permission granted to cite, copy and distribute with attributionAppendix
©immr 201324 Permission granted to cite, copy and distribute with attributionAdditional Perspectives†Copies available at w...
©immr 201325 Permission granted to cite, copy and distribute with attributionBio – Dr. Phil HendrixDr. Phil HendrixDirecto...
©immr 201326 Permission granted to cite, copy and distribute with attributionimmr – Recent and Forthcoming ReportsDrive Re...
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Retailing, Brands and the Consumer Experience by Dr. Phil Hendrix - immr, …

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Retailing, Brands and the Consumer Experience by Dr. Phil Hendrix - immr, …

  1. 1. ©immr 20131 Permission granted to cite, copy and distribute with attributionRetailing, Brands andthe Consumer ExperienceMay 23, 2013Dr. Phil HendrixDirector, immr and GigaOm Pro analystwww.immr.org1 (770) 612*1488phil.hendrix@immr.org@phil_hendrixBased on report:
  2. 2. ©immr 20132 Permission granted to cite, copy and distribute with attributionHow Consumers Feel about RetailersThe Love*Hate Relationship with ShoppingHow Mobile Impacts Consumer ExperienceStrategic Questions for BrandsOverview
  3. 3. ©immr 20133 Permission granted to cite, copy and distribute with attributionResearchFindings
  4. 4. ©immr 20134 Permission granted to cite, copy and distribute with attributionConvenience StoresWarehouse ClubsDiscount StoresGrocery StoresDrug StoresDepartment StoresConsumer ElectronicsHome ImprovementWhich Stores Are Consumers “Happy” with?
  5. 5. ©immr 20135 Permission granted to cite, copy and distribute with attributionWhich Stores Are Consumers “Happy” with?1. Warehouse Clubs2. Discount Stores3. Grocery Stores5. Drug Stores6. Department Stores7. Consumer Electronics4. Home ImprovementBestWorstSource: immr Shopping Survey
  6. 6. ©immr 20136 Permission granted to cite, copy and distribute with attributionHow Happy Are Consumers with Retailers?On Average:1 in 4“Very Happy”1. Warehouse Clubs2. Discount Stores3. Grocery Stores5. Drug Stores6. Department Stores7. Consumer Electronics4. Home ImprovementSource: immr Shopping Survey
  7. 7. ©immr 20137 Permission granted to cite, copy and distribute with attribution1 in 4 “Very Happy”53% “Very Happy”vs.How Does that Compare to Amazon?BrickandMortarSource: immr Shopping Survey
  8. 8. ©immr 20138 Permission granted to cite, copy and distribute with attributionDiscover ChooseBuy UseCustomer Experience > Path*to*Purchase
  9. 9. ©immr 20139 Permission granted to cite, copy and distribute with attributionStops Along the Consumer Journey
  10. 10. ©immr 201310 Permission granted to cite, copy and distribute with attribution†Source: immr Shopping SurveyLove*Hate Relationship
  11. 11. ©immr 201311 Permission granted to cite, copy and distribute with attributionCan Mobile Save Shopping?Source: If Shopping is Broken, Can Mobile Fix It? Dr. Phil Hendrix, immr
  12. 12. ©immr 201312 Permission granted to cite, copy and distribute with attributionStrategic QuestionsFor Brands
  13. 13. ©immr 201313 Permission granted to cite, copy and distribute with attribution#1. Are We Excelling at PEER?ReinforceReinforceSurprise/DelightRemoveFrictionsLearn†&Adapt†Securely, with full transparencySource: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
  14. 14. ©immr 201314 Permission granted to cite, copy and distribute with attribution#2. Are We “Fully Engaged” with Customers?WhatI LikeWho Iam… Where IamWhat’sNearbyWhat’sgoing OnWhat Irespond toWhat I’veboughtWhereI’ve been WhatI needWhereI’m goingSource: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil HendrixKnowJExpectations
  15. 15. ©immr 201315 Permission granted to cite, copy and distribute with attribution#3. Are We “Tuned into” Digital Signals?LocationLocation SocialSocial HistoryHistorySource: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
  16. 16. ©immr 201316 Permission granted to cite, copy and distribute with attribution#4. Are We Engaging by Consumers’ Rules?Right*timeRelevantPersonalizedRewardingSource: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers, Dr. Phil Hendrix, immr
  17. 17. ©immr 201317 Permission granted to cite, copy and distribute with attribution#5. Are Numerator & Denominator in Balance?Customer BenefitsCustomer EffortLoyaltyLoyalty = ffffSource: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
  18. 18. ©immr 201318 Permission granted to cite, copy and distribute with attribution#6. Are We Helping Customers Succeed?MinimizingFrictionTimeAnnoyancesUncertaintyCostBadoutcomesRiskEnablingShouldsFitnessSavingsSocialGreenEducationMaximizingWantsFunFoodAcceptanceAvoid,minimize,or eliminate“Satisfice” “Maximize”EntertainmentRecognition“Good for You”(Resolutions)
  19. 19. ©immr 201319 Permission granted to cite, copy and distribute with attribution#7. What’s Our Role in Consumers’ Lives?And Are We Aligned around these Roles?Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
  20. 20. ©immr 201320 Permission granted to cite, copy and distribute with attribution#8. Is Our House of Loyalty Built to Last?Jand Do We Have the Right Foundation?Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
  21. 21. ©immr 201321 Permission granted to cite, copy and distribute with attribution#9. Are We Innovating at Retail?Stage 4Stage 3Stage 2MarketingSalesFinanceOperationsField serviceHRLegalSupportITStage 1Connecting to:Internal dataExternal dataPlatformsPartners“There’s anapp for that”KeepingUpKeepingUpMobilizingProcessesMobilizingProcessesLeapfroggingCompetitorsLeapfroggingCompetitorsMobileInnovationMobileInnovationPayoffAgileDevelopmentSmall betsAll inTime and InvestmentRemember…Paul Graham, YCombinatorSource: Mobilizing the Enterprise, Dr. Phil Hendrix, immr“Returns are concentrated in a few big winners”“Best ideas look initially like bad ideas…”
  22. 22. ©immr 201322 Permission granted to cite, copy and distribute with attribution#10. Are We Placing the Right Strategic Bets?Source: immr Mobile Apps Research, forthcoming
  23. 23. ©immr 201323 Permission granted to cite, copy and distribute with attributionAppendix
  24. 24. ©immr 201324 Permission granted to cite, copy and distribute with attributionAdditional Perspectives†Copies available at www.immr.orgAvailable at pro.GigaOm.com
  25. 25. ©immr 201325 Permission granted to cite, copy and distribute with attributionBio – Dr. Phil HendrixDr. Phil HendrixDirector, immrwww.immr.org+1 (770) 612*1488phil.hendrix@immr.org@phil_hendrixDr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on marketopportunities afforded by new technologies, and an analyst with GigaOm Pro. He specializes inhelping organizations evaluate and capitalize on opportunities that are new6to6customers and new6to6market. Dr. Hendrix has extensive experience uncovering customer needs, identifying triggersand hurdles to adoption, and developing strategies that unlock market opportunities, both B2C andB2B.As an analyst, Phil focuses on mobile innovation and the implications for companies acrossindustries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize,Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social6Loco and others. Hiscurrent work focuses on mobile and its impact on consumer behavior, especially shopping, M6commerce and mobile payment.As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100clients in mobile, consumer electronics, and related categories, including financial services,transportation, insurance and others. He works closely with senior management and project teamson key issues, including market sizing, segmentation, positioning, and branding as well asinnovation, user experience, and customer retention. Over the course of his career, Phil has helpedclients conceive and successfully launch dozens of new products, services and businesses.Before founding immr, Phil was a partner with DiamondCluster (strategy and technologyconsultancy), founder and head of IMS (Integrated Measurement Systems), and a principal withMercer Management Consulting (now Oliver Wyman). He has held faculty positions at EmoryUniversity and the University of Michigan, where he taught courses in marketing, research, andbuyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a jointappointment as a research scientist in the Survey Research Center, Institute for Social Research.Additional information on immr perspectives and reports prepared by Dr. Hendrix is available atimmr and Slideshare, with additional information available at GigaOm Pro.
  26. 26. ©immr 201326 Permission granted to cite, copy and distribute with attributionimmr – Recent and Forthcoming ReportsDrive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersEngaging Connected Consumers – Strategies for Brands, Retailers and LocalBusinesses†If Shopping is Broken, Can Mobile Fix it?Raising the Bar – Mobile and Customer LoyaltySocial + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping†How Consumers Are Using Local SearchMobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2The Promise of Hyperlocal: Opportunities for Publishers and DevelopersTuning into Consumers’ Digital SignalsHow SoLoMo is Empowering Consumers, TransformingShopping, and Disrupting Advertising and RetailingLocation – the Epicenter of Mobile Innovation †Forthcoming

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