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The Harry potter generation and digital trends

Many digital consumer trends are powered by the Harry Potter generation. See the 6 main trends of how they want to engage with brands

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The Harry potter generation and digital trends

  1. 1. December 2015 THE HARRY POTTER GENERATION EXPECTS MORE MAGIC
  2. 2. 2 Consumers are digitally mature
  3. 3. Copyright © 2015 Accenture All rights reserved. 3 End-consumers are digitally mature, but some industries are lagging behind. Financial services is the leading player in digital.
  4. 4. Copyright © 2015 Accenture All rights reserved. 4 Value chains gets blurrier lines and digital communication is disrupting the traditional structures. It is now expected that all players communicate with me! Producing private labels under the mother brand Direct sales with e-commerce and physical sales with experience centers E-commerce with click and collect or home delivery Communicating a brand for both the consumer goods house and the individual brands The traditional physical shopping
  5. 5. 5 Consumer trends in relation to our needs, wants and the macro environment
  6. 6. Copyright © 2015 Accenture All rights reserved. 6 Structuring the trends based our favorite guys: Maslow, Potter and Porter Basic needs Expectation Drivers of change Needs are anchored in our ability to make social connections, as belongingness is the driving force of all human behaviour. Scientists argue that we would not have a single need if we didn`t have a social network to impact us. The Millennials grew up with technology and Harry Potter. That`s why this generation has higher and different expectations. The Harry Potters expect boring transactions to disappear and confidently expect and want more magic in products and services. Society, people and trends are affected by the bigger external macro trends found in the PESTEL framework.
  7. 7. 7 Digital consumer trends
  8. 8. Copyright © 2015 Accenture All rights reserved. 8 6 digital consumer trends to familiarize with to be truly relevant to the Harry Potters People 2 People Physical experience The sixth sense Interaction Personalisation Convenience & seamlessness
  9. 9. 9 Convenience & Seamlessness
  10. 10. Copyright © 2015 Accenture All rights reserved. 10 We expect smooth speed and no gaps - turning convenience and seamlessness into hygiene factors Social SpeedSelf
  11. 11. Copyright © 2015 Accenture All rights reserved. 11 The new way to shop from home – Say it or scan it and it is in your basket Click me for film
  12. 12. Copyright © 2015 Accenture All rights reserved. 12 Receive your online shopping at your doorstep within the hour
  13. 13. Copyright © 2015 Accenture All rights reserved. 13 Ever wanted something someone wore in an Instagram picture?
  14. 14. 14 People-2-People
  15. 15. Copyright © 2015 Accenture All rights reserved. 15 We expect to borrow from others, and we expect that we can trust people with a Facebook profile to rent our home Social Share Click me for film
  16. 16. Copyright © 2015 Accenture All rights reserved. 16 Finding gaps and filling gaps with new business models
  17. 17. Copyright © 2015 Accenture All rights reserved. 17 The Airbnb of everything: Filling the gaps where someone has a lot of something I need just a tiny bit of
  18. 18. Copyright © 2015 Accenture All rights reserved. 18 When communities meets “Lørdagsrådet” you can crowdsource the ultimate SMS reply
  19. 19. 19 Personalisation
  20. 20. Copyright © 2015 Accenture All rights reserved. 20 Self We expect products, services and channels to be perfectly fitted to MY wants and needs “Treat me as ME, not someone like me”
  21. 21. Copyright © 2015 Accenture All rights reserved. 21 We expect to be able to control the uncontrollable. Like 3Dprinting the engagement ring to pick the right one …and avoid disasters
  22. 22. Copyright © 2015 Accenture All rights reserved. 22 Need a sofa before the carpet, and two chairs before the sofa to know the size, but need the carpet first to place the furniture on top of it… Click me for film
  23. 23. Copyright © 2015 Accenture All rights reserved. 23 Sorta you isn’t you… Click me for film
  24. 24. 24 Interaction
  25. 25. Copyright © 2015 Accenture All rights reserved. 25 Most of all I trust my friends’ advice. How come we feel more friendly with some brands? SafeSocial Click me for film
  26. 26. Copyright © 2015 Accenture All rights reserved. 26 I trust my friends, but I trust you too. Creating a loyalty program that consumers value increases switching costs in today`s disloyal customer base.
  27. 27. Copyright © 2015 Accenture All rights reserved. 27 From the LEGO community: ‘Hi, I am Marksassius. Have been playing with LEGO since 1978. I like space LEGO but will play with all sets. Space!’
  28. 28. 28 Sixth sense
  29. 29. Copyright © 2015 Accenture All rights reserved. 29 Consumers expect to rely on the brands as their sixth sense SelfSocial
  30. 30. Copyright © 2015 Accenture All rights reserved. 30 Amazon ships the goods just in case, and you most probably will order them..
  31. 31. Copyright © 2015 Accenture All rights reserved. 31 Smartcar prepares your electric car for the next ride without you even telling it where or when..
  32. 32. Copyright © 2015 Accenture All rights reserved. 32 Instagram always knows my interests and I don’t even mind that they have started advertising!
  33. 33. 33 Physical experience
  34. 34. Copyright © 2015 Accenture All rights reserved. 34 The Hipster movement is a revolution against screens! Social, Self and Surprise are three new hygiene factors to look out for. SelfSocial Surprise
  35. 35. Copyright © 2015 Accenture All rights reserved. 35 Creating that unique and different, but consistent in-store experience is setting you apart
  36. 36. Copyright © 2015 Accenture All rights reserved. 36 Bringing physical and digital together helps bridge the gap for the consumers. We don’t even distinguish the two anymore!
  37. 37. Copyright © 2015 Accenture All rights reserved. 37 We have proof that experience is IN: The players that went online-only now seek personal contact with the consumers in new experience centers and pop-ups
  38. 38. Copyright © 2015 Accenture All rights reserved. 38 Families go on digital detoxing: Disconnect. To reconnect with reality.
  39. 39. Copyright © 2015 Accenture All rights reserved. 39 Thinking about the brands we love, not just like – what have they done to make us fall in love? People 2 People Convenience and seamlessness Physical experience The sixth sense Interactive brands Personalisation Interactive session: Place your favorite brand next to the trend you think they are exceptionally good at
  40. 40. Copyright © 2015 Accenture All rights reserved. 40 Adele Heger Accenture Digital Interactive Kamilla Vedeler Accenture Consulting Digital Customer kamilla.vedeler@accenture.com adele.heger@accenture.com

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