What are consumers after in 2015? How are their needs shaping brand activity?

2. So, what will happen in 2015?
35% of British
couples will
meet online in
the near future
Elsa
Bear
Katniss
25%Prince Harry will
get engaged Certain baby
names will grow
in popularity
‘Mangles’ will be in vogue
25% of FTSE board
positions will be filled by
women

3. So, what will happen in 2015?
35% of British
couples will
meet online in
the near future
Elsa
Bear
Katniss
25%
-50%
Saxo Bank, has made it’s traditional gloomy
predictions for the year ahead, including
hacker attacks on e-commerce giants,
amazon losing 50% of it’s stock value, a UK
housing crisis and another icelandic eruption

5. 2015
THE YEAR OF THE
REMARKABLE
CUSTOMER
EXPERIENCE

6. Xxxxxxxxxxxxx
Remarkable experiences can
be delivered through big
immersive events…

7. Xxxxxxxxxxxxx
…through technology that
brings your content to life…

8. Xxxxxxxxxxxxx
…or by simply making a process
easier or more streamlined

9. Source: http://www.huhmagazine.co.uk/8584/an-aerial-photograph-showing-just-how-huge-tokyo-really-is
2015
Hot
Topics

10. A different perspective
Drones are tapping into and expanding the
£600m aerial viewing market, currently
dominated by helicopters.
Could be anywhere up to 1 million commercial
drones in operation by end of 2015
Deloitte
2014 Xmas holiday sales of GoPro cameras
were up 77% (YOY) in the US.
GoPro content published on YouTube in Q3
2014 was up 92% year over year.
NPD Group

11. Phone screens are getting bigger
and more immersive
1920 x 1080 Full HD screen resolution

12. Wearables are moving off the wrist
Sales of smart clothing will go from
‘practically non-existent’ in 2014 to more
than 10 million in 2015
Gartner
Ringly has recently generated
more than $5.1 million of funding
for it’s connected jewellery

13. Traditional sectors are embracing digital

14. There’s no need for cash, or wallets
Around 40m transactions are being
made every month on contactless cards
– triple the level of just a year ago.
The Guardian
44% of consumers plan to switch
accounts if their current bank was
unable to offer mobile payments.
Zapp

15. 3D printing on the rise (but not at home)
By 2017…Deloitte estimates that
enterprise (rather than consumers) will
account for just under 90% of the value
of all 3D printers. (Deloitte Technology,
Media & Telecommunications
Predictions 2015)

16. Driverless cars are here (and on the road)

17. Knowing what you want before you do

18. Will we soon be cutting out the human?
In the UK, Deloitte and the University of Oxford predict that 10
million unskilled jobs could be taken over by robots (by 2035).

19. All of these developments will help
shape customer experience; a topic that
is very much in vogue…

20. Customer-centric companies gained
43% in performance in 2014 compared
to a 33.9% decrease for companies who
have neglected customer experience.
Forrester’s Customer Index
A positive customer experience can :
• Improve customer satisfaction
• Increase loyalty
• Improve retention
Gartner has predicted that by 2017, 89%
of marketing leaders expect customer
experience to be their primary basis for
competitive differentiation
Customer experience is seen as the standout
imperative for 2015 and beyond, with 22%
saying it is the single most exciting opportunity
this year.
Digital Trends Survey – Econsultancy

21. Customer-centric companies gained
43% in performance in 2014 compared
to a 33.9% decrease for companies who
have neglected customer experience.
Forrester’s Customer Index
A positive customer experience can :
• Improve customer satisfaction
• Increase loyalty
• Improve retention
Gartner has predicted that by 2017, 89%
of marketing leaders expect customer
experience to be their primary basis for
competitive differentiation
Customer experience is seen as the standout
imperative for 2015 and beyond, with 22%
saying it is the single most exciting opportunity
this year.
Digital Trends Survey – Econsultancy
Searches for the phrase ”customer experience jobs”
increased 40% from July 2013 to July 2014.
Google Trends

22. UNDERSTANDING
CUSTOMER NEEDS
The key to delivering remarkable experiences?

23. 10 NEEDS
FOR 2015

24. The average UK adult now spends more time using media or
communications (8 hours 41 minutes) than they do sleeping (8 hours 21
minutes – the UK average).
Ofcom 2014

26. In-vehicle technology was the top selling point for 39% of potential car
buyers. Only 14% put horsepower and handling at the top of their list
Accenture

27. I WANT TO FEEL
CONNECTED

28. Twitter #ownthemoment tool
DPD’s ‘Follow My Parcel’
function enables people to
see the progress of their
delivery in real-time

29. By 2017, 90% of the company’s
devices will be Internet-connected
Boo-Keun Yoon

30. Connect me Airbnb’s interactive map, “World of Belonging”,
shows how successfully the company has
fostered a global community of travellers
It was launched following the firm's record-
breaking New Year’s Eve which saw 550,000
travellers use the Airbnb app – 91,000 of which
were first time customers

32. 75% of consumers like it when brands personalize
messaging and offers.
Aberdeen Group
56% of consumers say they would be more inclined to use
a retailer if it offered a good personalised experience.
O2 The Rise of Me-tail
94% of companies agree that personalisation “is critical to
current and future success.”
EConsultancy

33. (HYPER)
PERSONALISATION

34. The Normal Factory store in
NYC 3D prints custom-made
earphones in store.

35. Hyper personalisation
Brioni Mirror allows customers
to visualise their made-to-
measure look in store before
purchase.

36. At Yves Saint Laurent counters, makeup
artists like Armando Ramos use Google
Glass to record makeup applications. Here
he works on Carol Koehli, who will receive
a video that she can follow at home

37. Oscar creates personalised insurance plans for
customers based on their fitness data (gathered
from wearable fitness trackers)

38. As time and technology advance, customer
service delivery – with the continuing emergence
and convergence of service channels – is
becoming increasingly complex. Yet, from the
customers’ perspective, service should appear
seamless, and seem effortless, across channels.
Business2Community

39. MAKE IT
SEAMLESS

41. If you search for a restaurant on your
desktop computer, Google Now on your
mobile device can show you how to get to
that restaurant. If you are reading a news
article on your tablet, Google Now might
let you know on your phone if there's a
related article available.

42. The seamless journey
Macy’s mobile customers can
see if they’re preferred item is in
stock in their nearest Macy’s
store thanks to a partnership
with Google.

43. 40% of UK adults are
interested in using a
device that tracks heart
rate, blood pressure
and movement.
Mintel Consumer Trends 2015
4 in 10 millenials are interested in
co creating with companies
Havas Prosumer Report

44. EMPOWERMENT

45. Nike+ has created short, personalised
animated films based on users’ fitness data
from 2014 and is encouraging them to
“Outdo You in 2015”

46. Marriott offers GoPro cameras to its
Caribbean and Latin American customers to
document their holiday experiences,
encouraging the resulting footage to be
shared on social media.

47. 40% of people will abandon a web page if it
takes more than three seconds to load
Econsultancy
42% of consumers expect a response on
social media within one hour, and 32% think
it should be within 30 minutes.
Edison
Google processes over 40,000 search
queries every second
Internet Live Stats

48. IMMEDIACY

49. EatFirst delivers just cooked healthy
meals to your door in 15 mins.

50. Bud Light Button gets deliveries of beer to
Washington DC customers in under an hour.

51. mrporter.com offers customers same day
delivery of outfits from the film Kingsman

52. 17% of all retail Internet sales to be collected
by customers in 2015. Up from 15% in 2014
Mintel
Half of all UK adults use VOD services with
16-24yr olds currently consuming over 35%
of their content via on-demand or streaming
services
Ofcom

53. LIFE ON DEMAND

54. Transport for London processed
10,000 orders at its click-and-collect
stations within first 10 months of
offering the service

55. Guests at the Dylan Hotel in Amsterdam
can have garments delivered to their
room to try on and then purchase, or
return, within one hour

57. 76% of UK adults pay attention to the ethical
and green credentials of products, including
manufacturing and distribution processes, as
well as the reputation of companies or brands
Consumer Trends 2015, Mintel
77% of Gen Z consumers (those born
between 1995-2009) believe businesses
should make ‘doing good’ a part of their
business.
Salt Communications

58. Companies will increasingly be forced to apologise, admit
their mistakes and show a contrite human face, ensuring
they consult their customers on their products, promotional
campaigns and products.
Mintel

59. PROVE YOUR
WORTH

60. Uber partnered with Mothers Against Drink
Driving to show the state of California how
incidents of drink driving had fallen since Uber
was introduced to the market.

61. Showing worth
Although tobacco sales made CVS,
the drugstore chain, $2bn annually,
it chose to stop selling tobacco
products in September 2014.

62. Showing worth
Pepsico has
launched Drinkfinity
in Brazil, a reusable
water bottle, to
address growing
concerns around
sustainability. The
water can be
flavoured with
branded fruit-pods.

63. 76% of TV buyers would be interested in a TV with the ability to wirelessly stream
content from other devices (28% would even pay more for this feature)
23% of UK fashion consumers say that an option to deliver to a store to try on before
purchasing would encourage them to buy from one online retailer over another
Mintel

64. ADDED VALUE

65. Give the MyFT app access to your calendar,
and it will highlight important articles about the
people and companies with whom you are
about to meet.

66. Whimsy, the spontaneous travel app, finds the best offbeat
locations to travel to at the best price. Customers needn’t worry
about the seasons – the app only shows you locations that won’t
have adverse weather conditions.

67. Samsung’s “Look At Me” mobile app helps
children on the autism spectrum make better
eye contact and improve their facial
recognition abilities through smartphones and
tablets.

68. Birdseye teamed up with food blogger, Katie
Bryson, for their “Mix up Your Menu”
campaign to bring inspiring and easy recipe
ideas to time-starved families.

69. According Cohn & Wolfe just 3% of
Americans, Brits, Italians, Swedes, Spanish,
and French people say they believe "big
businesses are very honest and transparent.
In Germany, it’s only 1%.
Fast Company

70. 29% would opt in to emails and other
messages, compared with 51% who say they
would not opt out. However, if a brand wants
to share information with ‘carefully selected
companies’ that will send offers, only 18% say
they would tick the box to receive emails
fast.MAP

71. Consumers are willing to share their personal
data with brands, so long as the virtual
handshake fulfils three fundamental values;
transparency, relevance and convenience.
84 per cent of 18-34 year olds are happy to
share their personal data with brands by
registering and logging into sites with their
identities from social networks.
Gigya

72. INTEGRITY

73. In December 2014, Comcast was sued
by two US residents for surreptitiously
turning their home wireless routers into
public WiFi hotspots.

74. Has received just under 175,000 ‘right to be
forgotten’ requests, covering 600,000 websites,
since the ruling came into force in summer

75. KLM meet and seat…

76. Life moves at an increasingly breakneck
speed, causing people to squeeze more
into busy schedules and leaving them
wanting to see and do things that they
aren’t able to experience within the
confines of their calendars. They’re
seeking experiences that enrich their lives
as “stuff” doesn’t always cut it anymore.
Mintel

77. WOW ME

78. Ralph Lauren will be opening the Polo
Bar near its flagship store in NYC.

79. To bring to life the benefits of
their smart thermostat, Nest
created a special ski lift perfectly
warmed for cold skiers.

81. THANKS FOR
LISTENING