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Consumer Experience [CX] Evolution - Full Report - Latitude

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Innovation signifies an object or idea that enhances life instead of flooding it with headaches, distraction, confusion. And yet, all too often, that’s exactly what happens when marketers and companies throw tech at the consumer in the name of innovation.
Innovation done for the sake of innovation means little unless guided by the realization that true innovation simplifies life and allows humans to be, well, more human.

If companies, whether brick-and-mortar retailers or digitally-native startups, want to remain relevant to the consumer in the digital age, they need to realize that innovation means simplification. They also need to keep in mind that today’s consumer is highly connected and different from consumers of the past in how they shop and in what they expect from their shopping experience.

Even with the rise of ecommerce, brands must recognize that physical retail still has a place. Unless customers change their desire to physically interact with products as part of a memorable experience (unlikely), the physical component will always find a place in retail.

If willingness leads a company to innovate by blending physical and digital to elevate user experience and meet expectations, the company will find success. If not, they’ll join the rest of the companies in the dust that either ignored or misunderstood the true meaning of, “innovation.”

I this report, we uncover the insights driving this change and focus on the top brands leading the way.
----
At Latitude, we look to track and understand the emerging intersection of brands and experiences. Beyond brick and mortar, we focus on the holistic consumer experience [CX] as this is what truly dictates success and breakthrough in the rapidly changing world of today.

We would love to work with your team to see how we may be able to provide value. Learn more at Lat.co

Published in: Retail
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Consumer Experience [CX] Evolution - Full Report - Latitude

  1. 1. Retail 2019 January 2019 CONSUMER EXPERIENCE EVOLU TION
  2. 2. This is just the start… The following is an excerpt from our larger, 2019 Consumer Experience Evolution report. To receive the full report, a live presentation, or request more information, please contact us via the information below. Thanks for reading! We look froward to talking with you soon. General Info Learn more online - lat.co New Business Erin Crosier ECrosier@lat.co Research & Innovation Carter Jensen CJensen@lat.co
  3. 3. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Introduction In your grandparent's day, innovation described the model-T Ford, a vaccine for polio, penicillin, the electric guitar, and putting an astronaut on the moon. As often as people talk about innovation, they seem to have forgotten its true meaning. Innovation signifies an object or idea that enhances life instead of flooding it with headaches, distraction, confusion. And yet, all too often, that’s exactly what happens when marketers and companies throw tech at the consumer in the name of innovation. Innovation done for the sake of innovation means little unless guided by the realization that true innovation simplifies life and allows humans to be, well, more human. If companies, whether brick-and-mortar retailers or digitally-native startups, want to remain relevant to the consumer in the digital age, they need to realize that innovation means simplification.They also need to keep in mind that today’s consumer is highly connected and different from consumers of the past in how they shop and in what they expect from their shopping experience. Even with the rise of ecommerce, brands must recognize that physical retail still has a place. Unless customers change their desire to physically interact with products as part of a memorable experience (unlikely), the physical component will always find a place in retail. If willingness leads a company to innovate by blending physical and digital to elevate user experience and meet expectations, the company will find success. If not, they’ll join the rest of the companies in the dust that either ignored or misunderstood the true meaning of,“innovation.”
  4. 4. We are told that innovation is the most important force in our economy, the one thing we must get right or be left behind… Text Excerpt from : New York Times
  5. 5. But that fear of missing out has led us to foolishly embrace the false trappings of innovation over truly innovative ideas that may be simpler and ultimately more effective. Text Excerpt from : New York Times
  6. 6. 1. The Connected Consumer 2. Online Commerce Evolution 3. Retail Revival 4. A New World of Consumer Experience (CX) ExperienceConsumer
  7. 7. No matter how many smartphones there are or how advanced they become, they still can’t extend the day beyond 24 hours.That, regardless of technology, remains the same. And, while technology can’t change this, it can augment, for better or worse, how people spend those fixed hours each day.To remain relevant, brands need to ask themselves about how they can optimize the consumer’s connection with technology in a way that contributes to the health and productivity of their everyday lives. In essence, tech needs to fit more seamlessly into the consumer’s lives, not just fit into more hours of the day. The Connected Consumer
  8. 8. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Analysis show that multitasking leads to a 31-hour day for the average American adult… 12 of which are spent consuming tech and media. Analysis show that multitasking leads to a 31-hour day for the average American adult… 12 of which are spent consuming tech and media.
  9. 9. 1. Behaviors averaged over 7 days. 2. Other includes browsing websites, offline reading, cinema, out-of-home, etc. WORK & 
 WORK RELATED 5:22 7:03 6:27 SLEEP OTHER NON-WORK ACTIVITIES cooking & housework, 
 personal & household care, leisure, fitness, community & other activities, eating & drinking MEDIA AND CONSUMER 
 TECH ACTIVITY video, audio, messaging & social media, gaming, other2 AVERAGE DAY BY ACTIVITY PER ADULT (AGE 18+)1, U.S., 2017, HOURS:MINUTES 4:55 2:14 1:20 1:07 2:31 12:07 Source:Activate Tech & Media Outlook 2019
  10. 10. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co
  11. 11. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Technology to the rescue from itself.
  12. 12. Evolved Interfaces Simplified Customized
  13. 13. Voice
  14. 14. Amazon Echo Installed Base 0 10MM 20MM 30MM 40MM Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 InstalledBase,USA 0 10K 20K 30K 2015 2016 2017 2018 NumberofSkills Amazon Echo Skills 2015 2016 2017 Source:Mary Meeker Internet Trends 2018
  15. 15. 95% 95% 70% 80% 90% 100% 2013 2014 2015 2016 2017 WordAccuracyRate Google Threshold for Human Accuracy Source:Mary Meeker Internet Trends 2018
  16. 16. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Why do we see this growth? Considered the new UI ‣ Simplified ‣ Minimal Learning Curve ‣ A few words vs. 30+ Taps ‣ Visual feedback ‣ Etc. EX PAN DED CASE STUDY
  17. 17. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Personalization New Streams of Data = + Enhanced Engagement + Deepened Experiences
  18. 18. Music VideoNewsfeed Discovery 170MM Spotifys 125MM Netflixes 2.2B Facebooks 200MM Pinterests Source:Mary Meeker Internet Trends 2018
  19. 19. 100MM+ Snap Map MAUs 17MM** Nextdoor Recommendations 20% UberPOOL Share of All Rides, Where Available* 100MM+ Waze Drivers Real-Time Social Stories Often Real-Time Local News Real-Time Transportation Real-Time Navigation Source:Mary Meeker Internet Trends 2018
  20. 20. What is next?
  21. 21. Smart Vision
  22. 22. Note: Positioning represents year of either product announcement or launch date. List of devices is representative, not exhaustive. 1. Motion detection became available early 2015. 2. Connects with existing Nest Cameras. Works with Google Assistant as of April 2018. more useful across more activities 2014 2015 2016 2017 2018E OUTDOOR VIDEO DOORBELL ONE INDOOR VIDEO DOORBELL1 CAM PAN PLUS IQ STICK UP CAM MINI MAX 2 HELLO DOORBELL GOOGLE3 HOME HUB 3 SMART SPEAKERS AND CAMERAS—SMART HUBS SMART CAMERAS SMART SPEAKERS LINGLONG DINGDONG XIAOYU (LITTLE FISH) GENIE X1 ALIGENIE 2.0 QROBOT (2ND GEN) LITTLE FISH VS1 BEANQ TINGTING SENGLED Source:Activate / WSJ Tech
  23. 23. Home Entrance • Keyless entry • Notification when family members are home • Secure drop-offs • Secure entry for maintenance workers Living Room • Early emergency detection (e.g. fire, water leak) • Video feeds with friends and family • Intercom system • Smart home hub Kitchen • Early emergency detection (e.g. gas leak) • Cooking recommendations Garage • Smart home controller • Monitoring car in garage Bedrooms • Style recommendations • Smart home controller Home Gym • Digital personal trainer (e.g. corrects form) Baby’s Room • Smart remote baby monitoring Source:Activate Tech & Media Outlook 2019
  24. 24. CAS E ST UDY
  25. 25. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Ever the innovator, Snapchat recently rolled out a feature that allows users to identify products and then shop for them online. By pressing down and holding on a product seen through their phone’s camera, Snapchat users can view an “Amazon card” that contains simple product info. Clicking on the card opens up the user’s Amazon app or Amazon.com where Snapchat users remain only one click away from purchasing the item they just identified. Snap’s Visual Search
  26. 26. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co This takes place without the app user going to the store, researching the product using Google or Amazon’s search bar, or even exiting their Snapchat app. With its new feature, Snapchat uses technology to give shoppers easier access to information and presents it to them in a place they already spend significant time each day. Snapchat leverages the strength it already has--an advanced camera feature--to make shopping easier for the customer. For the customer and Snapchat alike, that’s a win, not a distraction. Snap’s Visual Search LEARN MORE GET IN TO UCH
  27. 27. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co In Conclusion While still in it infancy, new technology, such as voice recognition and smart vision, give companies the ability to augment the consumer’s experience of daily life for the better. Companies that use existing and emerging tech to these ends will continue to attract consumers looking for ways to live better and less stressful lives, not more complicated ones. In the end, the ability of technology to meet the needs of the consumer matters more than the technology itself. Whether it’s voice or vision, technology that intrudes less and elevates user experience deserves credit as true innovation.
  28. 28. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ Consumer connections are saturated beyond benefit. ‣ New platforms bring simplicity and personalization, improving the overall user experience. ‣ Brands must rapidly adapt to reach in an effective way on current and new platforms of choice. Retailer / Brand Next Step
  29. 29. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co With the widespread use of mobile technology, ecommerce found a permanent place in the world of retail. For today’s customer, online shopping provides ease, comfort, and efficiency. But, for all its popularity and for how much it changed consumer expectations, people still fill the checkout lines of traditional brick-and-mortar retailers, and not just on Black Friday. This begs the question: with all the innovation of online shopping, what does physical retail still have to offer? As it turns out, it offers quite a bit, especially if it takes a page out of the ecommerce playbook and uses technology to streamline the customer’s path-to-purchase. Evolving Online Commerce
  30. 30. E-Commerce Sales + Y/Y Growth 0% 4% 8% 12% 16% 20% $0 $100B $200B $300B $400B $500B 2010 2011 2012 2013 2014 2015 2016 2017 E-Commerce Sales Y/Y Growth E-CommerceSales,USA Y/YGrowth Source:Mary Meeker Internet Trends 2018
  31. 31. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Growth & Evolution Beyond a simple click and buy, e-commerce now covers a large, more wholistic portion of the path to purchase. eCommerce will grow faster than physical retail to reach $6T globally by 2022.
  32. 32. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research LoyaltyTransaction (& Fulfillment)
  33. 33. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research LoyaltyTransaction (& Fulfillment)
  34. 34. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research LoyaltyTransaction (& Fulfillment) 54% of product searches start on Amazon
  35. 35. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research LoyaltyTransaction (& Fulfillment)
  36. 36. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co 45% of teens now say they are online on a near-constant basis. Text Excerpt from : Pew Research Center
  37. 37. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Mobile & Connectivity Reaching Nearly 100% Saturation in the US Social Dominating user time and investment beyond gaming and general communications.
  38. 38. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co An increasing focus on a select few media platforms are forcing the hands of e-commerce brands at all steps of the consumer journey. Social Media ‣ Massive User Base ‣ Minimal Barrier to Entry ‣ Information & Customization ‣ Optimized UX ‣ Immersive Media Environment ‣ Familiarity ‣ Security and Privacy*
  39. 39. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Baby Photos / Engagements / Your Racist Uncle Ads Brand Love / Familiarity ecommerce or Amazon In-Store/ Physical Retail
  40. 40. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Social Commerce The ability to make a product purchase from a third- party company within the native social media experience. For example, you can browse and compare products on Facebook and then make the purchase on Facebook itself vs. going to the company’s site to make the purchase.
  41. 41. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Text Excerpt from : GlobalWebIndex Search & Discovery Research LoyaltyTransaction (& Fulfillment)
  42. 42. The world of wholistic social commerce has been in development over the last 5+ years but now, today, these platforms can own the complete user journey. The days of brands using social platforms for only top- of-funnel hype are long gone.
  43. 43. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Facebook Live Brings in Commerce Shopping ‣ Facebook Live is testing a feature for merchants to demonstrate and describe products for viewers to buy. ‣ Users can simply take a screenshot of a product shown in the videos and use the Messenger chat app to send the image to the merchant. ‣ Once the message is received, the vendor can transact the purchase all via the Messenger platform. ‣ The test group of independent sellers in Thailand have found success in the new 'Live' to offer products such as cosmetics, handbags and clothing. Broadening the focus on commerce. Facebook Live's test of video shopping is a logical progression for the social network as it seeks to add more video content and expand its e-commerce features. As QVC, which merged with the Home Shopping Network last year, and other similar video-based selling platforms have demonstrated for years, live video demonstrations of products are an effective sales and marketing tool. Merchants can get immediate feedback from viewers who respond to a call to action with a direct purchase or with more questions about the products being demonstrated.
  44. 44. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Shopping via Instagram Stories When was the last time you shopped on Instagram? If you just thought to yourself, “well, never,” you’re not alone. But, with over 300 million people using Instagram stories every day, merging the social experience of Instagram with online shopping makes sense. Out of those 300 million plus users, thousands use Instagram stories to discover and learn about products each day. Until now, the only missing aspect of online shopping from Instagram was the ability to, well, actually shop.
  45. 45. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Shopping via Instagram Stories By allowing users to discover, learn, and now shop for products with a simple click, Instagram stories’ shopping experience changes that and completes the path-to-purchase.The feature meets people where they’re already at—on Instagram and that’s the beauty of it. For their part, Instagram makes it easy for brands to participate. And, for those that do, they receive access to thousands of new impressions in a space with a guaranteed audience who has easy access to product information and the ability to click “purchase.” People might not be spending as much time at traditional retailers any more, but they are on Instagram. So, why not meet them there? LEARN MORE GET IN TO UCH
  46. 46. EXPAN DE D CASE STU DY
  47. 47. EXPAN DE D CASE STU DY
  48. 48. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co The new shopping channel can now be thought of as the Pinterest of shoppable posts on Instagram: consumers can tap on the channel (which will appear at the top of the Explore page, like other ones already do) and see shopping posts from brands they already follow and ones the algorithm thinks they will like as well. The update isn’t that surprising considering Instagram also announced that more than 90 million users tap on shopping posts to see the product tags. Shopping & Explore
  49. 49. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co
  50. 50. If Ecommerce is so great… Why does my Sunday shopping experience still look like this?
  51. 51. Sources: Activate analysis, Activate 2018 Consumer Tech & Media Research Study (n=1,948), Bloomberg, Company press releases, Company sites, Coresight Research, eMarketer, Euromonitor International, Hexa Research, IBISWorld, Institute of High HighLow by Auto, Jewelry and Furniture APPAREL & SHOES 20% BEAUTY &
 PERSONAL CARE 10% SPORTING GOODS 26% CONSUMER 
 MEDIA 69% FURNITURE 
 15% AUTO & PARTS 4% GROCERY 3% Consumer Out-of-Pocket Spend per Purchase AverageShoppingTime Low FUTURE ECOMMERCE BATTLEGROUNDS JEWELRY 18% TOYS & GAMES 52% CURRENT ECOMMERCE BATTLEGROUNDS: Low online penetration despite low product complexity % 2017 share of online retail sales in product category PRODUCT CATEGORY SEGMENTATION MATRIX Source:Activate Tech & Media Outlook 2019
  52. 52. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ Convenient, fast, and accurate delivery ‣ Quality products (e.g. fresh) ‣ Competitive and transparent prices ‣ Efficient replenishment / subscription models ‣ Tech for more immersive shopping experience ‣ Wider selection (e.g. access to niche products)
  53. 53. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Advancements in technology now make these categories within reach.
  54. 54. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co “As more and more people use Amazon Prime and are used to next day or same-day shipping, every retailer is facing increasing consumer expectations.” —CEO David Gilboa
  55. 55. EXPAN DE D CASE STU DY
  56. 56. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : Retail Dive / Retailer of the Year - 2018 Target in 2018 Feeling the effects of changing consumer expectations and behavior, Target witnessed declines in its sales, quarter after quarter. Rather than fold to the pressure,Target accepted the challenge of the digital age and invested 7 billion dollars into the development of both brick-and-mortar and digital assets.The goals blend the best of digital and physical commerce in a way that delivers a more convenient shopping experience for the customer instead of inundating them with a gush of new tech.The results? Target reversed its fortunes and achieved record setting traffic and sales growth. As they retool for success in the digital age,Target now focuses on an expanded retinue of “cheap chic” owned brands, small stores that fit the local vibe, and increased convenience in delivery options for the customer.
  57. 57. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : Retail Dive / Retailer of the Year - 2018 Target in 2018 Target’s list of 2018 accomplishments also include: ‣ Rolling out a reservation and curbside pickup system ‣ Partnering with Shipt to offer same-day shipping ‣ Remodeling stores to fit evolving consumer expectations ‣ Debuting eight new private brands ‣ Cutting the ribbon on 28 small format stores, curated to local taste (with 130 set as the goal for 2019) ‣ Consolidating both the Target and Cartwheel apps for mobile devices LEARN MORE GET IN TO UCH
  58. 58. Tools of Empowerment Expensive, right?
  59. 59. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Standard Cognition
  60. 60. EXPAN DE D CASE STU DY
  61. 61. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co To ride a bike you’re thinking about purchasing, you need to visit a store, but to look at a 3D rendering of the bike you’re thinking about purchasing, you only need Shopify. Thanks to its recent adoption of augmented reality (AR) technology produced by Apple, Shopify allows businesses to snap a few pictures and easily create 3D models of their goods before uploading them to their online stores. From there, online shoppers visiting the store through Safari can view the 3D model by looking through the camera on their smartphone or tablet. Shopify AR
  62. 62. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Shopify AR To make things easier, the customer can do it all without downloading a separate app. An AR model won’t replicate the sensation of actually riding a bike. But, the technology gives online shoppers the next best thing — a way to visualize how the bike (or any other item) fits into their life by first visualizing how it fits into their living room.The best part? Shopify delivers the experience to the customer without the hassle of going to the store or exiting the online store. LEARN MORE GET IN TO UCH
  63. 63. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Source: TBD / ENTERED As ecommerce gains momentum and consumers change their expectations as a result, physical retailers face the realization they must also change their ways to meet consumer expectations. Customers now figure that if Amazon can deliver them goods with ease and affordability, why can’t other retailers and brands do the same? In the end, there’s no reason they can’t. New tech, used correctly, can augment the physical retail experience to meet consumer expectations. In Conclusion
  64. 64. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ E-commerce is continuing to grow but, more importantly, evolve. ‣ Brands must focus on platforms of choice by their consumer. ‣ New tools are enabling brands of all sizes to embrace new technological advancements. Retailer / Brand Next Step
  65. 65. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Today, technology has an effect on every point along the path-to-purchase and there’s no mystery why. Online tools augment every step along the user journey with smartphones specifically acting as the glue that binds brand touchpoints together. Consumer adoption of ecommerce and mobile technology shows customers want tools that enhance rather than complicate their retail experience. Since consumers ultimately choose for themselves the experiences they want most, using tech to ease and elevate the consumer journey matters more than anything else a brand can do to remain relevant. Physical Retail Revival
  66. 66. -6% -3% 0% 3% 6% $0 $1B $2B $3B $4B 2000 2002 2004 2006 2008 2010 2012 2014 2016 Volume Growth Y/Y Physical Retail Sales + Y/Y Growth, USA PhysicalRetailSales,USA Y/YGrowth Source:Mary Meeker Internet Trends 2018
  67. 67. Amazon solved buying but killed shopping in the process. -Emily Weiss, CEO Glossier
  68. 68. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Traditional Retailers Innovating to meet the new demands of the current customer. DTC Brands Online brands look to cut through the saturated landscape by creating in-demand retail experiences.
  69. 69. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research Transaction (& Fulfillment) Loyalty
  70. 70. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co It’s Beyond Apps & Websites Source: TBD / ENTERED Mobile smartphones continue to gain attention not because of the fancy brand apps but the fact that these devices have proven to be the glue that binds together brand touch- points for the shopper. These computers in pocks have provided a hub for data collection, payment, store and location-based experiences, convenient purchasing and much more.
  71. 71. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research Transaction (& Fulfillment) Loyalty
  72. 72. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co As online tools now have the ability to augment and improve every step of the use journey, physical retailers must do the same to keep pace with evolving consumer expectations.
  73. 73. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Enhancing every step of retail experiences with new technologies. Augmented Retail Augmented Humanity ->
  74. 74. EXPAN DE D CASE STU DY
  75. 75. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co GH Labs GH Lab, a pop-up boutique store in the Mall of America, lifts the best products off the pages of Good Housekeeping Magazine and allows the customer to interact with them in a way that goes beyond looking at a picture. Curated to feel more like a living space than a showroom floor, the sections and rooms of GH Lab allow customers to better visualize themselves using each product.To simplify the experience, GH Lab features one top-ranked item from each product-category rather than inundating customers with an overwhelming set of options. What’s that mean? Well, you’re only going to find one blender at GH Lab, but you can count on it being the best one out there.
  76. 76. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co GH Labs Good Housekeeping adds value to the physical retail experience by testing, reviewing, selecting, and curating, the most practical and functional products and presents them in an authentic space. When it comes time to purchase, Amazon contributes their own value-adding component to the shopping experience.
  77. 77. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co GH Labs After deciding to purchase an in-store item at GH Lab, shoppers add the product to a digital cart rather than a physical one by scanning product’s “smile code” using their Amazon app. From there, Amazon ships the product directly to the customer’s home. Liberated from the fear of dragging their heavy shopping bags around the Mall for the rest of the day likely encourages some customers to purchase items they wouldn’t otherwise. By combining physical product interaction with a digital checkout, GH Lab provides easier and guaranteed access to products for the customer, creating a more convenient shopping experience. GH Lab represents a fusion of digital and physical retail that uses technology to meet customer needs and enhance the retail experience. LEARN MORE GET IN TO UCH
  78. 78. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Target + Augmented Reality While they still have some catching up to do with Amazon and Ikea, Target’s recent foray into augmented reality (AR) utilizes this new technology in a way that gives online shoppers something they couldn’t find before—a view of what a product looks like in their home. Using their smartphone’s camera in combination with Target’s mobile app allows customers to drag 3D renderings of items, like couches and lamps, from the online store and place them into their home. Original Source Mobile Marketer
  79. 79. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Original Source Mobile Marketer Target + Augmented Reality Although a bit clunky at times, the AR feature demonstrates Target’s initiative to blend physical and digital retail in a way that leads to a more convenient user experience and meets changing consumer expectations. In the same way that Target offers customers an easy and enjoyable experience in their brick-and-mortar stores, the company intends to deliver the same sense of value to meet the shifting expectations of shoppers in their digital space as well. Target’s adoption of AR proves that, even as it works out the kinks. LEARN MORE GET IN TO UCH
  80. 80. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co For the Sake of Digital Text Excerpt from : SalesForce / 2018 Experiences augmented by digital touchpoint that look to enhance, rather than complicate the path to purchase.
  81. 81. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ Augment each step in the consumer journey with technology to better match the increasing expectation of today’s consumer. ‣ With this;however, ensure all additions and ‘improvements’ are in the name of creating a better experience, not adding friction or barriers. Retailer / Brand Next Step
  82. 82. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Traditional Retailers Innovating to meet the new demands of the current customer. DTC Brands Online brands look to cut through the saturated landscape by creating in-demand retail experiences.
  83. 83. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Direct To Consumer (DTC) Brands A form of commerce that involves a direct transaction between manufacturer and buyer, often enabled through mobile and digital channels, that allows brands to cut out the retailer 'middlemen'.
  84. 84. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Image Source:Sup[ply Chain Brief
  85. 85. EXPAN DE D CASE STU DY
  86. 86. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co New Technologies DSC’s Success Possible A video on Youtube, a social media platform to spread it to millions, and an affordable subscription to an online ecommerce platform— what do these ingredients all have in common? After coming together in 2012, they led to the success of Dollar Shave Club (DSC).That’s all it took for this small online replenishment/subscription company, selling razors for a dollar a month, to successfully disrupt a 3.5 billion dollar industry. No celebrity ads. No multi-million dollar budgets. Simple tech available at a low cost (Amazon Web Service) and no cost (Youtube and Facebook) launched an online business that Unilever later purchased for one billion dollars. One billion dollars exchanged for a company created out of a small initial investment, some creativity, and highly accessible tech that just about anyone can afford and learn how to use.
  87. 87. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co New Technologies DSC’s Success Possible The success of Dollar Shave Club proves businesses can succeed in the digital age by using technology without serious investment. It also highlights the type of shopping experiences customers prefer most in the age of digital retail.Yes, over 25 million people watched Dollar Shave Club’s launch video because it made them laugh. But, thousands of people eventually subscribed to DSC's monthly service because they liked the idea of buying a quality product and having it automatically shipped to them each month without having to think about it, write a reminder, or visit the store. Dollar Shave Club achieved success by offering a product and service that used technology to simplify the user experience and conform to consumer expectations.
  88. 88. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co New Technologies DSC’s Success Possible The lesson companies can take from DSC is this — if they want to find success in the digital age, a funny video is a good start, but an elevated user experience made easier through technology is more important than anything. Innovation means using technology to simplify, not complicate. LEARN MORE GET IN TO UCH
  89. 89. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co
  90. 90. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Now, with more online brands in the ether than once imaginable, digitally native direct-to-consumer darlings have realized that a physical footprint (a small and highly curated one) is essential to cutting through the noise, building brand awareness and giving customers a tangible experience they'll remember. — Retail Dive, December 2018
  91. 91. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co 850+ stores / 5 Years
  92. 92. Testing…1,2,3
  93. 93. EXPAN DE D CASE STU DY
  94. 94. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : TBD “Stale” — a term retail owners often avoid when describing their own industry but one willingly embraced by Mark Ghermezian to explain his motivation for creating Fourpost. Ghermezian, whose family owns the Mall of America where Fourpost recently opened, claims Fourpost breathes new life into the all-too- common “stale” retail experience for customers and brands alike. It does so by providing space for local, emerging, and digitally-native brands with limited reach to show off their stuff and give customers the chance to touch, feel, test, and interact with their products and learn from product experts in real time. Fourpost @ MOA
  95. 95. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co The 10,400 foot store showcases products ranging from home decor and beauty to beer, cheese, and candles.These aren’t huge brands with vast marketing budgets or products on the shelves of large retailers across all 50 States. Despite that, each brand finds a place at Fourpost.There, they interact with customers while customers discover and interface with unique and authentic brands, that, while popular online or in their small circles, might otherwise remain hidden and out of reach. Fourpost @ MOA LEARN MORE GET IN TOUCH
  96. 96. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co We understood one reason that all stores had started to look the same was that the process for opening a physical store, especially in New York, is nearly impossible. — SHOWFIELDS Co-founder and CEO Tal Nathanel via PSFK
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  98. 98. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : TBD The Market @ Macy's No one thinks of a tech-company when they think of Macy’s, nor do they think of retail giant when they picture Facebook. Realizing this for themselves, Macy’s and Facebook recently teamed up to leverage each other’s strengths by piloting a shop-in-shop style retail pop- up. What does that mean? Essentially, Macy’s provides the physical retail space to give customers the best interactive experience that brick and mortar retail has to offer while Facebook provides customers with information about in-store products to assist them in making informed purchases. Companies working together to leverage the strengths in what they do best? Now that’s teamwork.
  99. 99. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Overall,The Market @ Macy’s demonstrates the tech- industry’s desire to leverage the real life interaction a customer gets with a product while shopping in a physical retail space—an experience Facebook can’t replicate no matter how it designs its own online social commerce platform. For Macy’s, the deal represents a desire to use tech in a way that enhances the consumer experience by giving them increased access to information in a traditional brick-and- mortar venue. Working together, both companies have something to gain with, again, the customer emerging as the ultimate winner. The Market @ Macy's
  100. 100. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : TBD With more options on where to shop than ever, customers decide for themselves what they prefer. Everyone else can either adapt to shifting customer preferences and standards by offering a more customer-friendly experience or be left in the dust. For Facebook and Macy’s, adaptation seems like the option both have in mind. The Market @ Macy's LEARN MORE GET IN TO UCH
  101. 101. EXPAN DE D CASE STU DY
  102. 102. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Text Excerpt from : TBD Luggage brand Away recently debuted its growing product line at nine Nordstrom Pop-In locations across the U.S. and Canada. Between Jan. 11 and Feb. 24, shoppers can buy Away's polycarbonate suitcase in four sizes, as well as packing cubes and leather stickers.The line includes new colors and some new takes on classic colors, the company noted. The collection, which is also available on Nordstrom.com/POP, also offers accessory products in the beauty and wellness and travel space, like travel kits, facial towelettes, neck pillows, eye masks and guide books, among many other knickknacks.  Away @ Nordstrom’s Text Excerpt from : Retail Dive
  103. 103. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Success of these DTC Brands Comes from Two Key Areas A digital-first foundation. Exclusive focus on the in-store experience.
  104. 104. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Text Excerpt from : Mobile Marketer
  105. 105. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : Mobile Marketer No matter how much it feels like shopping in a “walk-in vending machine” Dirty Lemon’s New York store deserves a toast for its simplicity. Dirty Lemon
  106. 106. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : Mobile Marketer Dirty Lemon Dirty Lemon, a high-end health-drink merchant that gained its start in the digital world, utilizes a simple and widely adopted piece of technology — text messaging— to create a drastically simplified shopping experience. After selecting a drink, the customer uses their phone to scan a QR code on the bottle, which auto-generates a text message containing the product information. From there, the customer sends the text, exits the store, and moves on with their day. No need to visit a cashier. Dirty Lemon receives the text and automatically bills the customer’s credit card.
  107. 107. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Text Excerpt from : Mobile Marketer Dirty Lemon Without getting too fancy, reinventing the wheel, or using new technology the customer doesn’t trust or understand, Dirty Lemon utilizes familiar tech to augment the user experience, making shopping easier and quicker. Some call it a walk-in vending machine. We call it innovation. LEARN MORE GET IN TO UCH
  108. 108. EXPAN DE D CASE STU DY
  109. 109. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co While technology enabled speed and efficiency, it forgot the human desire to touch, feel, and experience a product physically and in real time. Realizing physical retail and digital technology both contain aspects that satisfy customer needs, Nike’s new store in New York City,The House of Innovation, combines the best elements physical and digital retail have to offer. Nike NYC
  110. 110. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Nike NYC Like any other brick and mortar retail space, customers can shop entirely unplugged. However, unlike traditional retailers, the Nike mobile app unlocks the full capabilities of the store. For the customer, using the Nike app in-store allows for less wait time, better in-store assistance, and increased access to product information and customization services offered on location. By offering the best shopping experience in combination with the app, the store itself makes people want to download and use the app in order to unlock the full experience for themselves. And, while the app grants the customer further convenience while shopping in the Nike store, it also collects valuable information from customer by assessing their in-store behavior.
  111. 111. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Nike NYC For Nike, that information proves essential in allowing the company to better serve customer needs and supply products the customer will most likely find valuable. By designing a store that elevates the retail experience for the customer through the use of specific technology, Nike creates physical retail experience customers want to have. Rather than choosing one method of retail over the other, the House of Innovation blends both experiences in a way that capitalizes on the strengths each one has to offer. For the customer, the store provides the best of both worlds, physical interaction with products and all the convenience of online shopping. LEARN MORE GET IN TO UCH
  112. 112. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co While Amazon revolutionized online shopping, simplified the user experience, and changed consumer expectations in the process, not every site has to look like Amazon to find success among consumers of the digital age. With their use of technology to enhance their customer’s experience, direct-to-consumer (DTC) brands set great examples for retailers to learn from. With their roots in online and tech-enabled shopping, DTC companies constantly think about how to use digital tech to make the consumer’s lives and shopping experiences easier and more memorable. In order to remain relevant to today’s consumers, retailers need to ask how they can learn from the ways fast and nimble DTC brands curate their digital and physical shopping experiences to meet customer demands. While asking the right questions and learning from others doesn’t guarantee success in and of itself, it’s certainly the first step a company can take towards success in the future. Luckily for everyone, examples aren’t too hard to find. In Conclusion
  113. 113. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ Look to DTC brands as a point of inspiration and opportunity. ‣ Ask yourself - What could be possible with full control of the customer journey? ‣ How do retailers look to act more like DTC brands? Retailer / Brand Next Step
  114. 114. As technology of today has put the consumer in control and iconic brands loose hold as the traditional forms of mega-advertising fall to the wayside, new and emerging brands who focus on the holistic form of consumer experience, or CX, begin to take hold. From discovery through fulfillment, today’s consumers expect the world as it are tase expectations that brand titans of this day and age need to surpass in order to stay alive in the rapidly changing world of retail today. The New Consumer Experience
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  117. 117. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co How much did you pay attention to the Super Bowl this year?
  118. 118. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Big Ideas -> Wholistic Consumer Experiences
  119. 119. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Consumer Experiences [CX] Customer experience is defined as your customer’s perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle. Gartner, 2018
  120. 120. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research Transaction (& Fulfillment) Loyalty BaselineCustomerExperience Baseline Customer Experience The baseline customer experience signifies the consumers expectation when interacting with your brand.Today, this baseline is not simply dictated by direct competitors but, new and completing services looking to disrupt traditional ways of doing business.
  121. 121. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co I N CON TR OL Transparency and manipulation available at every step of the purchase process. ON DEMAND Online offerings have created 24/7 availability with full, proactive solutions gaining speed. PERSONA LIZED Complete customization at every brand touchpoint creates efficiencies and loyalty. PU RPOSEFUL Brands are responsible for standing for something bigger as consumer dollars parallel their beliefs. Today’s Consumer Expectations
  122. 122. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co “If two taps from my cell phone can get a car to show up to my front door, then why is buying glasses so hard?”
  123. 123. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research Transaction (& Fulfillment) Loyalty BaselineCustomerExperience Category:Outdoor Apparel Consumer Expectation Baseline:Med-High Reasoning:Expanding brand channels have made discovery and fulfillment seamless while startups continue to enter the field, owning discovery through emerging channels such as Instagram, interesting/specialized design detail or brand personality, etc. Experience Gap:While technical gear is fun to look at and dream about it’s hard to research, understand and identify what’s perfect for you.
  124. 124. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research Transaction (& Fulfillment) Loyalty BaselineCustomerExperience Category:Household Paint Consumer Expectation Baseline:Low Reasoning: The process of testing and buying paint for household tasks has not changed in 100+ years. Today, customers still rely on swatches and other traditional methods to research and execute their purchase. Experience Gap:Currently, none. Customers do not expect anything beyond this experience as there is nothing in the category, at this time, that is disrupting this process.
  125. 125. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co
  126. 126. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co
  127. 127. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Search & Discovery Research Transaction (& Fulfillment) Loyalty BaselineCustomerExperience Category:Household Paint Consumer Expectation Baseline:Low Reasoning: The process of testing and buying paint for household tasks has not changed in 100+ years. Today, customers still rely on swatches and other traditional methods to research and execute their purchase. Experience Gap:Currently, none. Customers do not expect anything beyond this experience as there is nothing in the category, at this time, that is disrupting this process. Categories that have low consumer expectations can look to new and emerging tools to rapidly disrupt industries. A New Consumer Baseline That Now Must Be Met
  128. 128. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co The ways in which customers connect with brands continues to evolve at a rapid pace. It is our job, as creators, to leverage these new methods to better foster these connections in a way that is impactful to the wholistic consumer experience.
  129. 129. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ Map out the relationship between your brand and your customer to determine where you may fall short. ‣ Determine the tools and resources you need to leverage in order to sure-up any gaps. ‣ Identify the potential for disruption. How can your brand continue to elevate expectations? Retailer / Brand Next Step
  130. 130. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co In Conclusion The way in which brands and consumers connect continues to evolve rapidly. In addition, channels and mediums that once had a specific purpose shift, taking their place on different parts of the consumers overall relationship with a brand. Through these transformations, industries will die, change and be disrupted. As players within this game we must keep a constant pulse on the consumer, the industry and the technologies that are forcing this ever going hand of change.
  131. 131. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Learn More & Connect We, at Latitude, maintain a constant pulse on the changing world around us. We would love to chat more about how we maybe be able to translate this expertise into impactful work for your brand… Research & Innovation Carter Jensen CJensen@lat.co General Info Learn more online - lat.co New Business Erin Crosier ECrosier@lat.co
  132. 132. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Contributing Authors & Research Resources Research Lead Carter Jensen Research & Writing Connor Beck
  133. 133. 146 Retail 2019 Thank you! Carter Jensen / @CarterJensen cjensen@lat.co CONSUMER EXPERIENCE EVOLU TION
  134. 134. Appendix Resources & Next Steps Expanded Case Studies Sources & Links
  135. 135. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co Next Steps / Conversation Starters for Marketers, Brands and Retailers Understand the new consumer of today. Ask yourself… How can you maintain a focus on the new, fast-moving generation? How can you shift their new-found power in the direction of your preference? How do you ensure your message is not tuned-out? Ensure you are meeting the new baseline expectations of commerce Ask yourself… What barriers to your brand can you eliminate? Are you adding unnecessary frill in hopes of seeming ‘up-to-date’? Do you have an understanding of the new retail tools of today? Navigate the consumer journey? Ask yourself… Do you know how consumers are accessing your brand? Are your tools and methods of outreach focused on the right platforms? Are you over-complicating steps within the process? Standing out Though Wholistic Consumer Experiences Ask yourself… Are you meeting the new baseline of consumer expectations? Are you creating positive brand experiences through all consumer touch-points? Are you elevating old retail to create the impact that is now possible and imperative today?
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  137. 137. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co If it works online, why confine direct-to-consumer products to the internet? That’s exactly what the digitally-native oral healthcare brand, Quip, realized. After raising $40 million through its existing investors, Quip increased it’s access to new markets through a partnership with Target that allows the brand’s online-only products to enter the traditional brick-and-mortar space for the first time. For Target, the partnership demonstrates the traditional retailer’s desire to appeal to younger generations by offering them digitally- native brands they’re already familiar with. Quip + Target
  138. 138. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co For many online-only brands, the partnership between Target and Quip signifies a realization that branching out into physical retail makes sense in order to make up for the limitations inherent to digital shopping, grow their businesses, reach more customers, and offer more services. For Target and Quip, both companies offer each other value that leverages their existing strengths, established customer bases, and infrastructure. Not only does the partnership represent the merging of traditional brick-and-mortar retail with digital retail in a way that capitalizes on the strengths of both, it also leads to a better shopping experience for the customer. Quip + Target
  139. 139. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Target offers the physical experience. Quip offers the brand appreciated by digitally-savvy generations. Both companies gain from the partnership with the customer being the ultimate winner in the end. Quip + Target LEARN MORE GET IN TO UCH
  140. 140. EXPAN DE D CASE STU DY
  141. 141. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co Enter into a clean, brightly-lit brick apartment—a historic fire station in San Francisco’s Russian Hill neighborhood—and you might guess you’re walking into a fashionable friend’s dream apartment.You might be. Or, you might be entering a 3,000 square-foot retail space where everything in the apartment—from the backpack and the coat rack it hangs on to the light fixture over the dining room table—is for sale. Welcome to Batch, a retail space that allows customers to interact with products as if they were interacting with them in their own living space. Batch terms this experience “contextual commerce.” As part of the experience, Batch provides customers the opportunity to physically interact with brands they could only otherwise find online, giving the customer access to a whole new set of information. Batch
  142. 142. Consumer Experience [CX] Evolution Latitude Case Study Excerpt - C. Jensen Learn More @ lat.co ‘What does the fabric feel like? How does the lamp light up the room? How do the sunglasses look on me in the mirror?’ And, while all this visualization helps customers make more informed purchases, a presence at Batch allows online-only brands their first opportunity to collect real-life, as opposed to online, customer feedback. For both brands and customers, the experience at Batch amounts to a win-win. Batch LEARN MORE GET IN TOUCH
  143. 143. Consumer Experience [CX] Evolution Carter Jenen // Latitude Lat.co ‣ GlobalWebIndex // 2019 Trends Report — ‣ CNBC // Walmart will soon… — https://cnb.cx/2B0eCI7 ‣ Retail Dive // Retailer of the Year - Target 2018 — http://bit.ly/2UurYoT ‣ Retail Dive // 2017, 2018, 2019 ‣ Gartner / L2 // What happened to Target? — http://bit.ly/2UobizD ‣ SalesForce // Shopper-First Retailing — https://sforce.co/2GmboF5 ‣ Mobile Marketer // How 'brick-and-mobile' is transforming in-store shopping. — http://bit.ly/2Gd7Gxd ‣ Shopify - Facebook Shop - https://goo.gl/wFxRYz ‣ eMarketer - http://bit.ly/2NMGhAP ‣ L2 Inc - http://bit.ly/2pZEb73 ‣ Marketing Drive // Burger King trolls McDonald's with geolocation stunt — http://bit.ly/2G94dj7 ‣ PSFK // Spotify Accompanies Album Drop With Dedicated Popup Store — http://bit.ly/2Ga37ng ‣ The New York Times // End the Innovation Obsession — https://nyti.ms/2GfNn25 ‣ 2018 Trends Briefing // Sparks and Honey ‣ Ogilvy / 2018 Trends ‣ L2 // Omnichannel Report 2018 ‣ Ron Howard // S23 & Nike ‣ Mintel // 2018 Consumer ‣ Isobar // 2019 Trends Report - 2019 Trends ‣ Fast Company // Netflix CEO Reed Hastings:Sleep Is Our Competition ‣ Wired // Here's how Nike, Alibaba and Walmart are reinventing retail - http://bit.ly/2Ezb7N6 ‣ Timeshifter, Inc - PR Newswire // New Timeshifter App Helps You Tackle the Underlying Cause of Jet Lag - https://prn.to/2EOSJiz ‣ Stratechery - Dollar Shave Club and the Disruption of Everything // http://bit.ly/2ELwIRP ‣ Digiday - Warby Parker’s David Gilboa:‘Every retailer is facing increasing consumer expectations’ // http://bit.ly/2EPSZOc ‣ Pew Research Center - Teens, Social Media & Technology 2018 // https://pewrsr.ch/2LGXEn9 ‣ Forbes - The Rise Of Experiential Commerce // http://bit.ly/2LHtGzm ‣ Gartner - Gartner Surveys Confirm Customer Experience Is the New Battlefield // https://gtnr.it/2LJ6qRH Sources

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