Future consumer presentation
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I shared this deck with the audience at the 2016 Packaging Association conference. It looks at the behaviours and expectations of the future consumer, how this will affect the marketplace and what you can do to prepare your brand for the future today.
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Future consumer presentation
- 1. The Consumer of the Future Tomorrow’s consumers are today’s digital natives • Instrumented • Interconnected • Informed • In-Place • Immediate What you can do to get ready today What this will look like tomorrow How they behave What they expect
- 2. “The future is already here … it’s just not evenly distributed” William Gibson
- 3. The consumer of the future is today’s Digital Native They are comfortable with Mixed Reality
- 4. The consumer of the future is Lifestyle Conscious Many will have concurrent jobs Nutrition and food traceability will be important Relationships and families will be more fluid
- 5. The consumer of the future will want you to “Know Me” • Consumers will regard privacy differently • I give you my data / you give me value • Send me offers that are contextual to me
- 6. The consumer of the future will expect their brands to demonstrate social responsibility • A desire to be associated with integrity • The trust must be earned with consistency • This generation is “info-literate” yet cynical
- 7. The consumer of the future wants to be part of a community • The consumer wants to be a part of something larger • Brands can curate a community of common interest • A source of social listening #realstrength
- 8. The consumer of the future wants to be “first among equals” • First in line for special offers • Asking for their opinion on new products • Will even to pay more for an exclusive experience
- 9. The consumer of the future is a builder and collaborator • We are looking at a new culture of “makers” • Consumers want to collaborate and share their ideas • Leveraging these ideas brings value and drives loyalty
- 10. The consumer of the future wants to be entertained • Digital natives seek immediate gratification • They earn and burn loyalty points faster • “Attention Merchant” – harvester of human attention
- 11. The Consumer of the Future What the future may look like… AI’s like Alexa will be a part of the family New business models that aren’t burdened with legacy will take the lead Consumers will always be connected Connection with a brand equals status Consumers control the brand
- 12. The Consumer of the Future What you can do to get ready today… Embrace the tools of machine learning and analytics Develop unified campaigns that blur the line between the digital and physical world Align with a contextual cause Show that you know your consumer Curate the conversation
- 13. Thank you
Editor's Notes
- Industry Challenge: Millennials represent enormous opportunity in retail. Although they are the first generation born into a truly digital society, Millennials continue to spend most of their retail dollars at brick-and-mortar stores. They’re interested in experiential environments and customizing their worlds. Millennials can be loyal customers, but they expect a customer-centric experience that’s tailored deliver on their wants and needs right away, and they want to feel valued as customers. IDC calls them the “5i” shoppers: Instrumented, Interconnected, Informed, In-place and Immediate. Microsoft Value Statement - The unique value proposition of Microsoft Dynamics for Retail and our partner solutions is our ability to help leading retailers worldwide deliver the connected, personal and relevant experiences their customers expect. Microsoft Benefits: Bridge the gap between in-store and digital experiences with seamless CRM and e-commerce solutions: Deliver more engaging experiences with interactive technologies: Interactive in-store components like digital signs, kiosks, touchscreens, and videos make it easy for customers to get what they want, now. Turn show rooming into sales opportunities with Omni-channel marketing strategies: Mobile in particular has changed the role that brick-and-mortar stores play. With increasingly fast signals it’s easier than ever for customers to go into stores with smartphones in hand, looking for discounts, reading reviews over social networks, checking product details and maybe buying from a competitor’s website, all while using store Wi-Fi. Retailers need to embrace this new shopping behavior as an opportunity. For example, retailers can use Wi-Fi splash pages to promote special in-store offers. Or use mobile location technology to push messages or offers to consumers when they are physically near a store. By knowing a smartphone user's precise location within a store through Bluetooth beacons, retailers can deliver highly relevant and compelling content that can influence purchase decisions, while giving them more information about what customers are looking at, and for how long.
- William Gibson is one of my favourite authors. He’s actually from Vancouver. His stories are usually about the very near future, one that you and I would recognize with just enough of a technology spin that you’d say “yeah, I could see that happening” Gibson has a very interesting perspective on the future, that parts of us are all around us, we just have to know where to look. That’s one of the things about my job at Microsoft that enjoy, being able to look into the future and share that with you. Thank you for giving us this time today, we certainly appreciate it and hope that we can continue this discussion together.
- Industry Challenge: Millennials represent enormous opportunity in retail. Although they are the first generation born into a truly digital society, Millennials continue to spend most of their retail dollars at brick-and-mortar stores. They’re interested in experiential environments and customizing their worlds. Millennials can be loyal customers, but they expect a customer-centric experience that’s tailored deliver on their wants and needs right away, and they want to feel valued as customers. IDC calls them the “5i” shoppers: Instrumented, Interconnected, Informed, In-place and Immediate. Microsoft Value Statement - The unique value proposition of Microsoft Dynamics for Retail and our partner solutions is our ability to help leading retailers worldwide deliver the connected, personal and relevant experiences their customers expect. Microsoft Benefits: Bridge the gap between in-store and digital experiences with seamless CRM and e-commerce solutions: Deliver more engaging experiences with interactive technologies: Interactive in-store components like digital signs, kiosks, touchscreens, and videos make it easy for customers to get what they want, now. Turn show rooming into sales opportunities with Omni-channel marketing strategies: Mobile in particular has changed the role that brick-and-mortar stores play. With increasingly fast signals it’s easier than ever for customers to go into stores with smartphones in hand, looking for discounts, reading reviews over social networks, checking product details and maybe buying from a competitor’s website, all while using store Wi-Fi. Retailers need to embrace this new shopping behavior as an opportunity. For example, retailers can use Wi-Fi splash pages to promote special in-store offers. Or use mobile location technology to push messages or offers to consumers when they are physically near a store. By knowing a smartphone user's precise location within a store through Bluetooth beacons, retailers can deliver highly relevant and compelling content that can influence purchase decisions, while giving them more information about what customers are looking at, and for how long.
- Industry Challenge: Millennials represent enormous opportunity in retail. Although they are the first generation born into a truly digital society, Millennials continue to spend most of their retail dollars at brick-and-mortar stores. They’re interested in experiential environments and customizing their worlds. Millennials can be loyal customers, but they expect a customer-centric experience that’s tailored deliver on their wants and needs right away, and they want to feel valued as customers. IDC calls them the “5i” shoppers: Instrumented, Interconnected, Informed, In-place and Immediate. Microsoft Value Statement - The unique value proposition of Microsoft Dynamics for Retail and our partner solutions is our ability to help leading retailers worldwide deliver the connected, personal and relevant experiences their customers expect. Microsoft Benefits: Bridge the gap between in-store and digital experiences with seamless CRM and e-commerce solutions: Deliver more engaging experiences with interactive technologies: Interactive in-store components like digital signs, kiosks, touchscreens, and videos make it easy for customers to get what they want, now. Turn show rooming into sales opportunities with Omni-channel marketing strategies: Mobile in particular has changed the role that brick-and-mortar stores play. With increasingly fast signals it’s easier than ever for customers to go into stores with smartphones in hand, looking for discounts, reading reviews over social networks, checking product details and maybe buying from a competitor’s website, all while using store Wi-Fi. Retailers need to embrace this new shopping behavior as an opportunity. For example, retailers can use Wi-Fi splash pages to promote special in-store offers. Or use mobile location technology to push messages or offers to consumers when they are physically near a store. By knowing a smartphone user's precise location within a store through Bluetooth beacons, retailers can deliver highly relevant and compelling content that can influence purchase decisions, while giving them more information about what customers are looking at, and for how long.