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SearchLeeds 2018 - Jasper Bell - AmazeRealise - Retailers … STOP thinking store, START thinking story

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eCommerce started life as a straightforward click & buy distribution model but has evolved into a vast array of business models and a blurring between technology, content and customer experience. With marketplaces dominating access to consumers and content and experience as the new currencies how can brands and retailers go beyond simply fulfilling the sale to inspire the consumer and tell their stories? In this session Jasper explored how brands and retailers need to maximise the value of content and in tandem trial new techniques and technologies to win over the customer.

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SearchLeeds 2018 - Jasper Bell - AmazeRealise - Retailers … STOP thinking store, START thinking story

  1. 1. RETAILERS WE CREATE HUMAN ADVANTAGE STOP thinking STORE START thinking STORY
  2. 2. We’re an agency that understands what matters to your customers, and we create and build digital solutions to empower them.
  3. 3. 3 Digital business model CLIENTS COME TO US WITH MANY DIGITAL COMMERCE CHALLENGES WHO ARE AMAZEREALISE? Brand- commerce proposition Opportunity assessment Content, channel, ecosystem
  4. 4. 4 #1 CHALLENGE THINKING IN ISOLATION
  5. 5. STORE STORY “Logistics, rather than brand equity, is where the battle needs to take place” Retail Week 2017 “Everybody needs to figure out what makes them special and use those weapons to compete” Brian Spaly, Bonobos & Trunk Club STRIKE A BALANCE
  6. 6. 7 ”RETAIL APOCALYPSE” C O N S U M E R E X P E C TAT I O N S A C Q U I S I T I O N C O S T S M A R K E T P L A C E A N D P R I VAT E L A B E L S TO R E C LO S U R E S AT T E N T I O N R O I & LOYA LT Y P E R M I S S I O N C O M PA N Y L I F E S PA N S
  7. 7. MORE WAYS TO DO BUSINESS On-demand, subscription and brokerage Marketplaces, cross-border Secondary & ‘re-commerce’ Content and social commerce Voice & conversational commerce Augmented & experiential buying
  8. 8. SHOPPERS WANT MORE MCKINSEY, ENSO
  9. 9. 92% of consumers visiting a retail website for the first time are not there to buy ‘Professional shoppers’ using X2 the touch points we did in 2007 YET ARE NOW MOVING TARGETS WHO ARE INCREASING SAVVY ABOUT THEIR DATA EPISERVER, KPCB, DELOITTE 79% Willing to share personal data for “clear personal benefit”
  10. 10. AND RARELY LOYAL MCKINSEY 58% of consumers change brands from one purchase cycle to the next 90% of categories surveyed showed no customer loyalty “Consumers are quick to cancel subscriptions that don’t deliver a superior experience or a lack of perceived value”
  11. 11. MARGINS UNDER PRESSURE. KPCB 2018
  12. 12. 1 3 SO, UNLESS YOU SELL SOMETHING NO ONE ELSE DOES … PLEASE REMAIN SEATED.
  13. 13. DESPITE THIS STARK REALITY, ‘STORE’ THINKING STILL PREVAILS.
  14. 14. FAILING TO MAKE A REAL CONNECTION
  15. 15. FAILING TO DELIVER A PERSONAL & CONTEXTUAL EXPERIENCE ““52% of shoppers that have followed up on a personalised offer have left feeling empty handed” INTERNET RETAILING
  16. 16. KEEPING CONTENT IN SOLITARY CONFINEMENT
  17. 17. WHAT DO WE MEAN BY ’STORY’ THINKING MAKING A HUMAN CONNECTION CREATING A NARRATIVE THAT PUTS THE CUSTOMER FRONT AND CENTRE MAINTAINING THE PACE
  18. 18. A HUMAN CONNECTION CUSTOMER NARRATIVE PACE & CADENCE RESONANCE PERMANENCERELEVANCE VISIBILITY AFFINITY-LED COMMITMENT AT NEED PURCHASE
  19. 19. MAKING A HUMAN CONNECTION
  20. 20. 2 1 “In the footwear industry, new brands are a dime a dozen. But a company launched by industry outsiders using natural materials and a creative Kickstarter campaign? That’s a little harder to find” Sourcing Journal
  21. 21. 2 2
  22. 22. CREATING A NARRATIVE THAT PUTS THE CUSTOMER FRONT AND CENTRE
  23. 23. 24 “Tinder for Fashion”
  24. 24. 25 Sources
  25. 25. MAINTAINING THE PACE
  26. 26. YOUR STORY
  27. 27. A HUMAN CONNECTION CUSTOMER NARRATIVE PACE & CADENCE A unique, human proposition and value exchange beyond convenience? A data-lead, serialised approach to both content, commerce and search going beyond simply supporting product launches? A programmatic, progressive approach to personalisation that actively involves the user? Balancing choice and making fewer, more personal recommendations?
  28. 28. WHAT’S YOUR STORY? THANK YOU. www.amazerealise.com @jasperbelluk

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