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Robert Flavin & Eoghan Phelan, V360 : Retail Reimagined: The Furture of Shopper Marketing Is Human Centric

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Robert Flavin & Eoghan Phelan, V360 : Retail Reimagined: The Furture of Shopper Marketing Is Human Centric at DMX Dublin 2019

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Robert Flavin & Eoghan Phelan, V360 : Retail Reimagined: The Furture of Shopper Marketing Is Human Centric

  1. 1. Robert FLAVIN Director, Strategic Planning robert@visualise.ie RETAIL REIMAGINED THE FUTURE OF SHOPPER MARKETING IS HUMAN CENTRIC. Eoghan PHELAN Joint Managing Director eoghan@visualie.ie
  2. 2. WE ARE V360°, AN AGENCY THAT BRIDGES THE GAPS BETWEEN SHOPPERS, RETAILERS AND BRANDS. WE UNDERSTAND SHOPPER BEHAVIOUR. WE SPEAK THE LANGUAGE OF RETAILERS. WE CREATE BRAND SOLUTIONS THAT DRIVE GROWTH.
  3. 3. INSPIRE & INFLUENCE WE KNOW HOW TO CAPTURE PEOPLES’ ATTENTION AND WHERE TO GIVE THEM A LITTLE NUDGE TO HELP THEM WITH THEIR PURCHASING DECISIONS.
  4. 4. WE SEE THE BIGGER PICTURE. AT V360° WE CAN SEE EVERYONE’S POINT OF VIEW, SO WE ARE PERFECTLY PLACED TO CREATE A 360° SOLUTION.
  5. 5. WE WORK WITH LOTS OF GREAT CLIENTS.
  6. 6. SHOPPER MARKETING NEW PRODUCT LAUNCHES CATEGORY STRATEGY SHOPPER EXPERIENCE CREATING SHOPPER CULTURE ACROSS A RANGE OF PROJECTS. OUTSOURCED SERVICES DIGITAL SHOPPER MARKETING
  7. 7. RETAIL REIMAGINED THE FUTURE OF SHOPPER MARKETING IS HUMAN CENTRIC.
  8. 8. DON’T LEAVE HOME WITHOUT IT.
  9. 9. NEW RETAIL
  10. 10. DIGITISATION V DIGITALISATION DIGITISATION
  11. 11. DIGITALISATION
  12. 12. WHILE AMAZON CONTINUES TO GRAB HEADLINES, ALIBABA SHOWS THAT THE FUTURE IS ALREADY HERE. NEW RETAIL.
  13. 13. IN 2018, ALIBABA’S 11.11 GLOBAL SHOPPING FESTIVAL, RACKED UP ANOTHER RECORD BREAKING DAY WITH $30.8 BILLION IN SALES. IN ONE DAY. THAT’S MORE THAN BLACK FRIDAY AND CYBER MONDAY COMBINED, TIMES TWO.
  14. 14. THE NUMBER ONE FOOTFALL DRIVER IN HEMA?
  15. 15. RETAIL LANDSCAPE IRELAND 2025 BRICKS ’N’ CLICKS SAVVYSHOPPERS 2.0
  16. 16. BRICKS’N’CLICKS. THE PHONY WAR IS OVER, REPLACED BY A SYMBIOTIC INTERDEPENDENCE AND INTEGRATION OF THE VIRTUAL AND THE REAL WORLD.
  17. 17. KROGER INKS OCADO GROCERY DELIVERY DEAL TO BATTLE AMAZON THREAT. AMAZON TO REPORTEDLY OPEN DOZENS OF GROCERY STORES ACROSS THE US.
  18. 18. SELF SHOPPING SMART HOMES. CHATTING TO SMART SHOPS.
  19. 19. SAVVY SHOPPERS ARE HERE TO STAY. IN TODAY’S HYPER CONNECTED WORLD, SHOPPERS HAVE NEVER BEEN MORE INFORMED AND KNOWLEDGEABLE.
  20. 20. MARCH OF THE ‘DISCOUNTERS’ AS WELL AS BUTCHERS, BAKERS AND ARTISAN FOOD MAKERS. ALDI SET TO BECOME EUROPE’S SECOND LARGEST SUPERMARKET BY 2020, OVERTAKING CARREFOUR, TESCO AND METRO.
  21. 21. HYPER CONVENIENCE CURATION SOCIAL RETAILTAINMENT IRISH RETAIL IN 2025
  22. 22. HYPER CONVENIENCE CURATION SOCIAL RETAILTAINMENT IRISH RETAIL IN 2025
  23. 23. HYPER CONVENIENCE. FROM: NEXT DAY TO: 3 MINUTES IN THE FUTURE SHOPPING WILL JUST APPEAR.
  24. 24. HYPER CONVENIENCE CURATION SOCIAL RETAILTAINMENT IRISH RETAIL IN 2023
  25. 25. TYRANNY OF CHOICE – WHILE WE DON’T WANT TO WASTE TIME, ENERGY AND MONEY, WE DO WANT TO TRY NEW THINGS. A CURATOR CAN PLAY A ROLE IN SIMPLIFYING AND PASSING ON BENEFITS – SEAMLESSLY.
  26. 26. LIVE LIKE A CELEB EVEN IF IT’S ONLY FOR AN HOUR WHILE GETTING EXPERT ADVICE - ARNOTTS.
  27. 27. CURATING DATA TO DELIVER A GREAT SERVICE - NESPRESSO.
  28. 28. CURATION THAT ALLOWS ME TO LIVE MY VALUES, WITHOUT HAVING TO CONSTANTLY INTERROGATE MY PURCHASES.
  29. 29. PROACTIVELY THINKING ABOUT SHOPPERS NEEDS AND WANTS - SuperValu
  30. 30. HYPER CONVENIENCE CURATION SOCIAL RETAILTAINMENT IRISH RETAIL IN 2025
  31. 31. DEPARTMENT STORES BECOMING “THEATRE OF DREAMS”, JOHN LEWIS STAFF TRAINED BY OXFORD PLAYHOUSE THEATRE. RECENTLY LAUNCHED ICE RINK, BAR AND RESTAURANT AT IT’S FLAGSHIP LONDON STORE. RETAILTAINMENT IS THE CONVERGENCE OF LEISURE, ENTERTAINMENT AND RETAIL AS STORES RAISE THEIR OFFERING TO ATTRACT SHOPPERS ACROSS THEIR THRESHOLD.
  32. 32. MALL OF THE EMIRATES – SKI, MOVIES, SPA, ROCK CLIMBING ….
  33. 33. ShopRite, NEW JERSEY – YOGA CLASSES ALONG WITH INTEGRATED FOOD OFFERINGS.
  34. 34. VIRTUAL RUNNING TRACK - LIFE STYLE SPORTS, CORK.
  35. 35. MAKEOVERS & HAIR STYLING. - DUNDRUM
  36. 36. DYSON BRAND EXPERIENCE ACROSS MUTIPLE RETAIL FORMATS.
  37. 37. HYPER CONVENINCE CURATION SOCIAL RETAILTAINMENT IRISH RETAIL IN 2025
  38. 38. THERE’S SOMETHING INHERENTLY SOCIAL ABOUT SHOPPING IN IRELAND WHERE WE ‘GO FOR THE MESSAGES’. 71% ADMIT TO VISITING THE SHOPS JUST TO GET OUT OF THE HOUSE* V360° Irish Adult Shopper Survey - 1,026 sample.
  39. 39. GROCERANTS ARE GROWING AND WILL BECOME A PERMANENT PART OF THE GLOBAL AND IRISH RETAIL LANDSCAPE.
  40. 40. AMAZON LEVERAGING WHOLE FOODS FOOTPRINT TO CREATE A NEIGHBOURHOOD SOCIAL HUB. - PHILADELPHIA, USA.
  41. 41. URBAN DELI – STOCKHOLM.
  42. 42. FALLON & BYRNE – SWAN CENRE RATHMINES.
  43. 43. CENTRA - PARNELL STRET. IGD STORE OF THE YEAR.
  44. 44. HOUSE OF PEROINI. - 1 DAME LANE, DUBLIN.
  45. 45. PEOPLE’S FUNDAMENTAL BASIC NEEDS REMAIN CONSTANT.
  46. 46. OUR EXPECTATIONS AS TO HOW OUR NEEDS SHOULD BE MET HAS UTTERLY CHANGED. ULTIMATELY WE ARE BUYING SOLUTIONS TO GET THE JOB DONE.
  47. 47. AS RETAIL EVOLVES, BIG DATA AND TECHNOLOGY WILL CONTINUE TO ENABLE AMAZING OPPORTUNITIES TO ENHANCE OUR RETAIL EXPERIENCE. BUT THE FUTURE OF SHOPPING WILL CONTINUE TO BE HUMAN CENTRIC. WE MUST PROVIDE ENGAGING EXPERIENCES WHILE ENABLING PEOPLE TO BUY BETTER. DON’T FORGET THE FUNDAMENTALS OF EASE OF SHOP AND DELIVERING ECONOMIC VALUE.
  48. 48. REINVENTING CONVENIENCE CURATION OF VALUE(S) SOCIAL PERSONABLE & LOCAL RETAILTAINMENT EMOTIONAL ENGAGING EXPERIENCES RETAIL REIMAGINED 2025
  49. 49. RETHINKING HOW YOU COMMUNICATE TO SHOPPERS.
  50. 50. 11,000 THE AGRICULTURAL REVOLUTION Years Ago… 2.5 Million HUMANS FIRST EMERGED 300,000 HOMO SAPIENS EVOLVED 70,000 THE COGNITIVE REVOLUTION 5,000 THE FIRST WRITTEN LANGUAGES 100 FIRST SELF-SERVE GROCERY STORE 24 FIRST E-COMMERCE TRANSACTION
  51. 51. Reptilian Brain Limbic System Neocortex
  52. 52. SYSTEM 1 SYSTEM 2 x Fast Unconscious Automatic Irrational Unreliable Slow Conscious Effortful Rational Reliable
  53. 53. FRAMING We are greatly influenced by the way in which a choice is framed and presented.
  54. 54. 1. Is the height of the tallest redwood more or less than 1,200 feet? 2. What is your best guess about the height of the tallest redwood?
  55. 55. ANCHORING INITIAL EXPOSURE TO INFORMATION, SERVES AS A REFERENCE POINT AND INFLUENCES SUBSEQUENT JUDGEMENTS.
  56. 56. Limit None Average No. of cans purchased 3.3 Limit Four Average No. of cans purchased 3.5 Limit Twelve Average No. of cans purchased 7
  57. 57. PRIMING What we hear, see, or smell immediately before we make a choice can directly affect our behaviour.
  58. 58. THE EYES OF THE SHOPPER.
  59. 59. CABBAGE Noun 1. Any of several cultivated varieties of a plant, Brassica oleracea capitate, of the mustard family, having a short stem and leaves formed into a compact, edible head. 2. The head or leaves of this plant, eaten cooked or raw. 3. Slang, money, especially paper money. 4. Chiefly British Informal, stupid, dull or spiritless person. A mentally impaired person who is unable to live independently; vegetable. CABBAGE
  60. 60. HOW WE CHOOSE.
  61. 61. WHAT’S RELEVANT WILL GRAB OUR ATTENTION.
  62. 62. SHOPPERS ARE BUYING SOLUTIONS TO GET THE JOB DONE.
  63. 63. ROOM.OCCASION. TASK.
  64. 64. GREAT SHOPPER MARKETING HELPS PEOPLE TO CHOOSE THE BEST SOLUTION BY OVERCOMING A BARRIER OR LEVERAGING A TRIGGER …. ECONOMIC Assure me that I’m getting the best deal. ENTICE Inspire me to choose the best solution for my needs. EXPERIENCE Take the chore out of shopping. EASE Help me find what I’m looking for.
  65. 65. PhysicalAvailability MentalAvailability USAGE EXPERIENCE PATH TO PURCHASE TRIGGER REPERTOIRE …. AT KEY TOUCH POINTS ON THEIR PURCHASE DECISION JOURNEY.
  66. 66. EFFECTIVE SHOPPER ACTIVATION SHOULD… STOP See me ENGAGE Notice me LAND Buy me
  67. 67. STOP
  68. 68. STOP
  69. 69. ENGAGE
  70. 70. ENGAGE
  71. 71. LAND
  72. 72. LAND
  73. 73. Eoghan PHELAN eoghan@visualise.ie Robert FLAVIN robert@visualise.ie W: www.V360.ie T: +353 (0)1 281 4847 THANK YOU AND CONTACT US AT…

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