When you look at the facts, you think USAGE. When people are made to jump
through hoops – device – package – network – it makes the customer think
USAGE too. Even when the word CONNECTION is introduced; easier connection,
better connection, it comes back to the bundle and you again think USAGE.
The future isn’t usage. Connectivity isn’t just about tech. If people think in terms
of how and why they use their gadgets and networks, their language invariably
‘connect’, ‘share’, ‘download’, ‘view’, ‘watch’, ‘talk’, ‘see’, ‘message’, ‘collect’,
‘listen’, ‘love’, ‘learn’... rather than ‘minutes’, ‘data’, ‘texts’, or ‘calls’.
The future’s about humans creating connections with other humans near and far.
6.2 billion smartphone users by 2020
200 billion connected objects - 26 for every human being
and 75% of mobile traffic will be video
Mobile devices are the primary home internet device today
with 40-60% growth in the market but revenues are falling
‘Thingification’ will add billions of new connected data
And it all starts with T HEM not YOU.
People now judge each
brand by every other
experience in their lives,
whether on or offline.
When compared to your
direct competition, giving
an equivalent customer
experience isn’t hard…
...but does it fall short
when compared to
the other brands in
Not just faster, but deeper and richer too…
Not just ‘always on everywhere’,
but digital downtime…
Not just physical goods, but positive
and emotional experiences.
These days, people love brands less - you and I already know this.
Millennials are as cynical as their younger Gen Z cousins - but they do love their
own lives. They love the idea of a fun filled, insta-laden, enviable existence.
The kind of life that radiates excitement and fun and adventure and love and
relationships and first homes and fab weddings and amazing holidays.
What consumers want
…to transform your brand experience. The new consumer is a digital native.
They live in a culture where there is no conscious split between the analogue
and digital world.
Yet each of these customers have distinct characteristics, therefore
understanding, adapting and providing curated personalisation to each of
these nuanced needs, in real time, is the key to success.
This doesn’t mean throwing digital out of the window, but instead using it to
power better integrated human experiences.
In a world overrun with tech, be the brand that lets humans love their lives.
Be the brand that remembers humans came first.
Connected devices and IoT will give people the ability to personalise and
enrich their environments. One size fits all will no longer be tolerated and now
is the time to tailor services to the individual user, not similar user-groups.
To learn from consumer behaviour and react accordingly, giving them a
curated, personalised offering through a holistic, humanised service.
So what? Through mobile devices, including tablets and phones, customers
can connect directly with Nordstrom associates driving a ten-fold conversion
rate and 40% uplift, with recent enhancements including a personalised home
page, and the ability for customers to shop merchandise at their nearby store.
It’s not all digital though; the associates often write personalised messages to
place in their customer’s deliveries on purchase.
Don’t be a telco.
Be a music hub.
Be a party organiser.
Be a gaming site.
Be a Tinder substitute.
Be fun and friendly.
Be a collaborator.
Love. Hate. Feel. Function.
How: from target
Acquisition is in your blood, but this is out of sync with consumer behaviours
and desires. Loyalty will not come from pushing offered services, or what
you need to sell, but by first starting with their needs. Future focus is about
building relationships by understanding their motivations and therefore the
purpose of each touchpoint in the brand journey to further enhance the overall
brand and shopping experience.
So what? Think how your proposition flexes to meet the needs of the
consumer, like Amazon’s checkout-less convenience store, Amazon Go
- identify where your customer is in your relationship journey and behave
accordingly. A single store may have multiple roles to play, therefore its
purpose should be adapted across your estate strategy.
How: from conversation
The role of the relationship
Falling in lust
Create a spark that
“I COULD GET
based on empathetic
“I FEEL LIKE YOU
Work through our
Ensure concerns are
“I’M GLAD WE GOT
Create reasons for
Belief in each
“WE ARE BETTER
Creating real and
The power of two
How: from network
Despite people interacting in a ‘phygital’ world, many channels are still managed
separately, leading to potential cannibalisation between physical and online sales
instead of synergic co-operation. Move to a customer-centric model – more than
just linking the two worlds as omni-channel suggests - this is about creating a
holistic, interconnected system that dances between the two, combined with a
human connected offer that includes work, home and play.
So what? Brands like made.com are using apps that nail attribution and
squash the politics of sales by tracking engagement from e-browsing to in-store
connections to a specific person – including whether a shopper returns to buy
after spending considerably longer the day before with a different sales associate.
Ultimately this works because it is a cultural tech.
Move beyond bundling everything together; from a linear series of decision
hoops to jump through, to a platform that allows consumers to get what they
want out of your service, fitting in with their lifestyle – a curator for their life-
needs, in real time.
So what? FordPass is a free loyalty app giving Ford drivers a contextual
driving experience. Besides opening/locking enabled cars, it helps users find
and pay for parking, receive directions and vehicle assistance, and access
branded collaborations including curbside pick-ups from McDonald’s.
How: from bundle
With people’s expectations continually evolving, brands are being challenged
to rethink how they shape and engage products, services and most
importantly experiences for the future.
Those brands that will succeed will both see and understand their customer
as a human; as individuals to build personalised offerings around. Delivered
without unnecessary friction at any point throughout the journey, they will use
a holistic approach to deliver an integrated human experience creating a more
meaningful relationship with the brand.
Green Room designs, builds and tests interactions, products and services
to cultivate genuine relationships by humanising experiences; putting
them at the very heart. We connect through multi-sensory design to inspire
engagement to fulfil the emotional needs of the customer and the commercial
needs of the brand.
Green Room Future Series explores
emerging trends and how brands can
adopt a more human perspective to
meet their changing customer’s needs.
If you would like to discuss these ideas
further, please do get in touch:
+44 (0) 121 200 2828
Assay Studios, 141 Newhall Street, Birmingham B3 1SF
Prinsengracht 463-HS, 1016HP, Amsterdam, The Netherlands
41 Corsham Street, London, N1 6DR