Maxwell Luthy - Trendwatching.com

1. Key Consumer Trends To
Kick Ass With… NOW!
Maxwell Luthy, Director of Trends & Insights, TrendWatching
June 4 2015 – Total CX Leaders Conference

2. A QUICK WARM UP!

3. 2. WHY?
1. GOOD OR BAD?

4. LIFE CLOCK Smartwatch app adjusts life
expectancy according to
individual behavior

5. MCDONALD'S
SWEDEN
McDonald's unveils BigMac
branded lifestyle collection

6. WAKIE Social alarm clock wakes users
with calls from a random
stranger

7. 2. WHY?
1. GOOD OR BAD?

8. LIFE CLOCK Smartwatch app adjusts life
expectancy according to
individual behavior

9. MCDONALD'S
SWEDEN
McDonald's unveils BigMac
branded lifestyle collection

10. MCDONALD'S
SWEDEN
McDonald's unveils BigMac
branded lifestyle collection

11. WAKIE Social alarm clock wakes users
with calls from a random
stranger

12. YOU AREN’T THE ONLY JUDGE

13. BEFORE WE DIVE IN…

14. Founded in 2012 / 260k subscribers / 1,200 clients

15. 90+ COUNTRIES
3,000+ SPOTTERS
trendwatching.com's Insight Network

16. WHAT DO WE MEAN BY
“TRENDS”?

17. Macro Consumer Industry

18. NOT
ABOUT
FASHION

19. #

20. MORE
THAN TECH
CHANGE

22. An emerging pattern of
consumer behaviour, attitude or
expectation.
A CONSUMER TREND:

23. Clusters of innovations that have
unlocked or newly serviced an
existing consumer need, desire,
want or value.
WE LOOK FOR:

25. What basic needs and wants does it service?

26. AUTHENTICITY
AFFORDABILITY
MEET NEW PEOPLE

27. REMEMBER,
WITH TRENDS…
EXPECTATION GAP

28. EXPECTATION
ECONOMY
Who are you
really competing
against?

29. Vision
New business concepts
New products, services,
experiences
Marketing, advertising, PR
APPLY
THE
INSIGHTS

30. Tracking trends helps you meet and
surpass customers’ rapidly
changing expectations.
KEY POINT:

31. ON TO THE TRENDS…

32. 1. SYMPATHETIC PRICING
2. VIDEO VALETS
3. DELIVER (MORE THAN) THE GOODS
4. POLITENESS PAYS
5. BENEFICIAL INTELLIGENCE
6. POST-DEMOGRAPHIC
CONSUMERISM
ON TO THE TRENDS…

33. SYMPATHETIC
PRICING

34. H a v a s ,
A p r i l 2 0 1 5
of consumers think
brands contribute
positively or
meaningfully
to their lives.
7

35. Consumers will love imaginative,
targeted discounts that relieve lifestyle
pain points, offer a helping hand in
difficult times, or support a shared
value.
SYMPATHETIC
PRICING

36. BRAHMA Campaign offers discounts to
reschedule Valentine's day
LIFESTYLE

37. PALACE 9 Democracy-supporting movie-
goers offered free popcorn
VALUES

38. BGH Air conditioner discounts
fluctuate based on temperature
PERSONAL

39. Can you use targeted, dynamic pricing to
prove to your customers that you care?
LIGHT-BULB MOMENT:

40. VIDEO
VALETS

41. Often only one-on-one interactions with
customers will do. Consumers are
coming to expect instant, video-based
exchanges with brand reps when they
need them.
VIDEO VALETS

42. G a r t n e r ,
N o v e m b e r 2 0 1 4
of the global 500
companies and 5% of
midsize businesses will
use video chat by 2018.
20

43. REMEMBER,
WITH TRENDS…
EXPECTATION GAP

44. AMAZON 2013 tablet features live video
customer support

45. A m a z o n ,
J u n e 2 0 1 4
of Fire HDX customer
service contact is via
Mayday and the average
response time is 9.75
seconds.
75

46. Gin drinkers connect with
distiller via Face Time
SOUTHWESTERN
DISTILLERY
TELL YOUR STORY

47. TESCO Supermarket offers free online
beauty consultations with top
bloggers
GET PERSONAL

48. ESURANCE Automobile accident appraisal
available via mobile app
OFFER SHORTCUTS

49. PERISCOPE App allows people to
broadcast live video from their
phones
GET GOING!

50. Think about how VIDEO VALETS can
enrich the customer experience!
LIGHT-BULB MOMENT:

51. DELIVER
(MORE THAN)
THE GOODS

52. F o r r e s t e r ,
F e b r u a r y 2 0 1 5
overall growth in
annual e-commerce
spending in the US by
2019.
75

53. Delivery startups are hot again and e-
commerce continues to grow.
But truly customer-centric brands –
established or new – will understand
that delivery is just the start.
DELIVER (MORE THAN)
THE GOODS

54. JEANS
ONLINE
Easy Fit & Return delivery
service saves customers time
EFFORTLESS

55. SWEETNESS Mobile app delivers gifts
alongside personalized videos
PERSONAL

56. Mobile app delivers up to 100
cases of beer and possibly
more...
BUD LIGHT
SURPRISING

57. If there is a delivery element to your service – how
can you make the most of that final touchpoint?
LIGHT-BULB MOMENT:

58. PIZZA HUT
PANAMÁ
‘Oven Delivery’ service cooks
pizzas on-the-go
BE BRAVE!

59. POLITENESS
PAYS

60. TWO-WAY TRANSPARENCY

61. Beyond two-way ratings, smart brands
are realizing they can foster a better
customer experience for all involved by
rewarding good behavior - and even
punishing the impolite!
POLITENESS PAYS

62. LA PETITE
SYRAH
Café rewards polite patrons
with discounts

63. POCKET POINTS Students earn discounts for
avoiding cellphone use in class

64. NBA 2K14 Game penalizes players with a
technical foul for cursing

65. How can you prompt customers to improve
the experience for themselves and others?
LIGHT-BULB MOMENT:

66. MAJOR FOOD
GROUP
Restaurant group donates late
cancellation fees to anti-
poverty charity

67. BENEFICIAL
INTELLIGENCE

68. People are excited by the AI of
tomorrow. But already, they will
embrace services that use data and
contextual understanding to make
intelligent decisions, automatically sort
daily tasks, and offer the right advice at
the right moment.
BENEFICIAL
INTELLIGENCE

69. FACEBOOK Facebook plans to prevent users
posting embarrassing photos
with help of AI
PROTECTION

70. E d e l m a n ,
A p r i l 2 0 1 5
of consumers say brands should
take a leading role in supporting
individual happiness.
65

71. PPLKPR App helps people manage their
social circle
MAKE US HAPPIER

72. DROP Smart kitchen scale
automatically adjusts baking
recipes
FIND WORKAROUNDS

73. PRIZM Smart music device learns
people’s tastes over time and
caters to groups, too
GROUP UNDERSTANDING

74. Would your customers embrace intelligent,
beneficial decisions being made on their behalf?
LIGHT-BULB MOMENT:

75. CONSUMERS
AREN’T
BEHAVING AS
THEY SHOULD…

76. “Women over 18 now represent
a larger proportion of gamers
than boys under 18.”
(ESA, August 2014)
ROLES
REVERSED

77. “List the 1,000 favorite
artists for 60-year-olds
and the 1,000 favorite
artists for 13-year-olds,
and there is a 40%
overlap.”
(Guardian, May 2014)
SILO
EXPLOSION

78. CURRENCIES
OF
CHANGE
GLOBAL
CULTURE
72% of BRIC millennials feel ‘people are
more alike around the world than they are
different’.
(JWT, September 2013)

79. In a POST-DEMOGRAPHIC world,
consumption patterns are no longer
defined by ‘traditional’ demographic
segments such as age, gender, location,
income, family status and more.
DEMOGRAPHICS
ARE DEAD

80. ABUNDANCE OF
CHOICE
ACCESS TO THE
GLOBAL BRAIN
PERMISSION
THANKS TO
URBAN LIVING
CHEAP DIGITAL
EXPERIMENTATION

81. Consumers are freer than ever before
to construct their lifestyles according to
their own ideals and tastes, with little
regard for tradition.
POST-DEMOGRAPHIC
CONSUMERISM

82. “There are 19-year-old guys who
watch 'Dance Moms', and there are
73-year-old women who are
watching 'Breaking Bad’.”
Todd Yellin, VP Product Innovation
March 2015

83. “It's not who they are in a
superficial sense – like gender, age,
or geography. It's not even what
they tell you. It's what they do.”
Todd Yellin, VP Product Innovation
March 2015
TASTE-LED TARGETING

84. BARCLAYCARD Creditcard perks and
discounts based on spending
habits and past purchases
TASTE-LED TARGETING

85. KLÉPIERRE Body-scanning corridor offers
digital shopping
recommendations
TASTE-LED TARGETING

86. VIRGIN
ATLANTIC
Find your perfect vacation by
packing a virtual suitcase
TASTE-LED TARGETING

87. Are you viewing people by their chosen
identities or by pre-defined segments?
LIGHT-BULB MOMENT:

88. 1. SYMPATHETIC PRICING
2. VIDEO VALETS
3. DELIVER (MORE THAN) THE GOODS
4. POLITENESS PAYS
5. BENEFICIAL INTELLIGENCE
6. POST-DEMOGRAPHIC
CONSUMERISM
THE TRENDS…

89. APPLY!
APPLY!
APPLY!

90. REMEMBER,
WITH TRENDS…
BEAT THE EXPECTATION GAP!

91. THE CONSUMER TREND CANVAS!
Discover how to use the CTC to turn trends into innovations
- download it for free from here:
trendwatching.com/trends/consumertrendcanvas

92. If - like 1,200 other brands - you want more…

93. www.trendwatching.com/trends/consumertrendcanvas

94. THANK YOU!
max@trendwatching.com