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P19 securing an open environment james mullan_6.18.19

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James Mullan Keynote

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P19 securing an open environment james mullan_6.18.19

  1. 1. GDR CREATIVE
 INTELLIGENCEGDR CREATIVE
 INTELLIGENCE james@gdruk.comPrepared for June 2019 – California Securing an open environment 
 Exploring the shifting (brand-critical) role of LP as retail moves beyond stores
  2. 2. GDR CREATIVE
 INTELLIGENCEGDR CREATIVE
 INTELLIGENCE james@gdruk.comPrepared for June 2019 – California Securing an open environment 
 Exploring the shifting (brand-critical) role of LP as retail moves beyond stores
  3. 3. GDR CREATIVE
 INTELLIGENCEGDR CREATIVE
 INTELLIGENCE james@gdruk.comPrepared for June 2019 – California Mickey Securing an open environment 
 Exploring the shifting (brand-critical) role of LP as retail moves beyond stores
  4. 4. GDR CREATIVE
 INTELLIGENCEGDR CREATIVE
 INTELLIGENCE james@gdruk.comPrepared for June 2019 – California Securing an open environment 
 Exploring the shifting (brand-critical) role of LP as retail moves beyond stores
  5. 5. GDR CREATIVE
 INTELLIGENCEGDR CREATIVE
 INTELLIGENCE james@gdruk.comPrepared for June 2019 – California Securing an open environment 
 Exploring the shifting (brand-critical) role of LP as retail moves beyond stores
  6. 6. GDR CREATIVE
 INTELLIGENCE How many years have you attended NRF PROTECT? Join the polls at sli.do – using the code Once Twice 3-5 6-10 More than 10
  7. 7. GDR CREATIVE
 INTELLIGENCE Better 
 customer 
 experience Increased
 store
 security This time last year
  8. 8. GDR CREATIVE
 INTELLIGENCE Better 
 customer 
 experience Increased
 store
 security My argument was that the things your CFO might previously have considered straight “payoff” LP investments could now be justified as “infrastructure” investments for improved CX – driving growth for the whole business. NOT ALL HEROES WEAR CAPES This time last year
  9. 9. GDR CREATIVE
 INTELLIGENCE THE CONTEMPORARY CONSUMER CONTEXT – The fragmentation and new dynamism of retail, as brands 
 concede control to their customers – and the ways we 
 seek to serve them (and protect our assets) evolve – The implications of this shift, as loss prevention 
 increasingly considers a future that goes way beyond
 the confines of the traditional store On this morning’s menu HOW THE REMIT OF LP IS EXTENDING TO KEEP PACE – No longer merely the guardians of our assets – LP’s 
 central role in CX makes you critical to the whole brand WHY THIS ELEVATES THE ROLE OF YOUR TEAMS
  10. 10. GDR CREATIVE
 INTELLIGENCE THE CONTEMPORARY CONSUMER CONTEXT – The fragmentation and new dynamism of retail, as brands 
 concede control to their customers – and the ways we 
 seek to serve them (and protect our assets) evolve – The implications of this shift, as loss prevention 
 increasingly considers a future that goes way beyond
 the confines of the traditional store On this morning’s menu HOW THE REMIT OF LP IS EXTENDING TO KEEP PACE – No longer merely the guardians of our assets – LP’s 
 central role in CX makes you critical to the whole brand WHY THIS ELEVATES THE ROLE OF YOUR TEAMS
  11. 11. GDR CREATIVE
 INTELLIGENCE The traditional role of LP was keeping our assets safe inside our estate
  12. 12. GDR CREATIVE
 INTELLIGENCE The traditional role of physical retail as the key mediator has fragmented Demand Supply
  13. 13. GDR CREATIVE
 INTELLIGENCE Demand Supply The traditional role of physical retail as the key mediator has fragmented
  14. 14. GDR CREATIVE
 INTELLIGENCE Demand Supply The traditional role of physical retail as the key mediator has fragmented
  15. 15. GDR CREATIVE
 INTELLIGENCE The retail exchanges of the future will look different from those of the past We are living in a world where, increasingly, retail is not seen as something that just happens in shops or on websites… …but something that happens everywhere, and happens seamlessly.
  16. 16. GDR CREATIVE
 INTELLIGENCE The retail exchanges of the future will look different from those of the past We are living in a world where, increasingly, retail is not seen as something that just happens in shops or on websites… …but something that happens everywhere, and happens seamlessly.
  17. 17. GDR CREATIVE
 INTELLIGENCE The retail exchanges of the future will look different from those of the past We are living in a world where, increasingly, retail is not seen as something that just happens in shops or on websites… …but something that happens everywhere, and happens seamlessly.
  18. 18. How you communicate with them How they interact with you GDR CREATIVE
 INTELLIGENCE Old retail (idealised): the channel model Communications Channels Sales Channels
  19. 19. How they Interact with you GDR CREATIVE
 INTELLIGENCE How you communicate with them A few broadcast messages, limited sales channel options
  20. 20. GDR CREATIVE
 INTELLIGENCE As fragmentation takes hold, it chips away at a world built for brands…
  21. 21. GDR CREATIVE
 INTELLIGENCE …and marcom broadcasts become conversations…
  22. 22. GDR CREATIVE
 INTELLIGENCE …revealing highly empowered individual consumers (and contexts)
  23. 23. GDR CREATIVE
 INTELLIGENCE Sales and communication channels blur until…
  24. 24. GDR CREATIVE
 INTELLIGENCE …today’s hyper-fragmented context emerges
  25. 25. GDR CREATIVE
 INTELLIGENCE Disruptors & challenger brands appear, built specifically for the new world
  26. 26. GDR CREATIVE
 INTELLIGENCE This fragmentation and realignment of control forces us to re-think… Amid this cloud 
 of possible interactions, what elevates us above our competitors?
  27. 27. GDR CREATIVE
 INTELLIGENCE Product assortment, price & scale are no longer your core differentiators Amid this cloud 
 of possible interactions, what elevates us above our competitors?
  28. 28. GDR CREATIVE
 INTELLIGENCE Store Rather than one model, designed for efficiency, for scale and for the most sensible compromise (driven by the system), the future must be consumer-driven Factory Distribution Product assortment, price & scale are no longer your core differentiators
  29. 29. GDR CREATIVE
 INTELLIGENCE Product assortment, price & scale are no longer your core differentiators
  30. 30. GDR CREATIVE
 INTELLIGENCE Product assortment, price & scale are no longer your core differentiators
  31. 31. GDR CREATIVE
 INTELLIGENCE Product assortment, price & scale are no longer your core differentiators
  32. 32. GDR CREATIVE
 INTELLIGENCE Today’s smartest brands no longer talk about themselves as being ‘omni-channel’. “ Richard Kestenbaum, 
 Partner at Triangle Capital LLC Instead, their intention is to be ‘omni-present’. Product assortment, price & scale are no longer your core differentiators
  33. 33. GDR CREATIVE
 INTELLIGENCE Today’s smartest brands no longer talk about themselves as being ‘omni-channel’. “ Richard Kestenbaum, 
 Partner at Triangle Capital LLC Instead, their intention is to be ‘omni-present’. Product assortment, price & scale are no longer your core differentiators
  34. 34. GDR CREATIVE
 INTELLIGENCE Today’s smartest brands no longer talk about themselves as being ‘omni-channel’. “ Richard Kestenbaum, 
 Partner at Triangle Capital LLC Instead, their intention is to be ‘omni-present’. Product assortment, price & scale are no longer your core differentiators
  35. 35. How they communicate with you GDR CREATIVE
 INTELLIGENCE How you communicate with them Walmart’s evolution through the hyper-fragmentation of retail
  36. 36. GDR CREATIVE
 INTELLIGENCE Stores Walmart’s evolution through the hyper-fragmentation of retail
  37. 37. GDR CREATIVE
 INTELLIGENCE Stores Walmart’s evolution through the hyper-fragmentation of retail
  38. 38. GDR CREATIVE
 INTELLIGENCE Walmart’s evolution through the hyper-fragmentation of retail
  39. 39. GDR CREATIVE
 INTELLIGENCE Walmart’s Jetblack Location: US Jetblack is a premium text and voice-based grocery concierge service for affluent mums
  40. 40. GDR CREATIVE
 INTELLIGENCE Walmart’s Jetblack Location: US Jetblack is a premium text and voice-based grocery concierge service for affluent mums
  41. 41. GDR CREATIVE
 INTELLIGENCE Walmart’s evolution through the hyper-fragmentation of retail
  42. 42. GDR CREATIVE
 INTELLIGENCE Location: Kansas City, Missouri, Pittsburgh and Vero Beach, Florida Following a successful trial period in Silicon Valley (in partnership with August Homes’ smart-lock technology), Walmart is rolling out its service that puts food straight into customers’ fridges to three US cities Walmart direct-to-fridge
  43. 43. GDR CREATIVE
 INTELLIGENCE Recognising the difference between ‘Shopping’ vs ‘Buying’ A leisure activity Emotionally engaging A necessary evil Functional admin vs vs
  44. 44. GDR CREATIVE
 INTELLIGENCE Mickey Shopping A leisure activity Experience-driven Slow & savoured Buying A necessary evil Convenience-driven Fast & frictionless Where do most transactions / interactions with your brand currently exist on the continuum? Recognising the difference between ‘Shopping’ vs ‘Buying’
  45. 45. GDR CREATIVE
 INTELLIGENCE THE CONTEMPORARY CONSUMER CONTEXT – The fragmentation and new dynamism of retail, as brands 
 concede control to their customers – and the ways we 
 seek to serve them (and protect our assets) evolve – The implications of this shift, as loss prevention 
 increasingly considers a future that goes way beyond
 the confines of the traditional store On this morning’s menu HOW THE REMIT OF LP IS EXTENDING TO KEEP PACE – No longer merely the guardians of our assets – LP’s 
 central role in CX makes you critical to the whole brand WHY THIS ELEVATES THE ROLE OF YOUR TEAMS
  46. 46. GDR CREATIVE
 INTELLIGENCE Convenience (‘buying’) retail is already taking LP into new territories The liability of having employees in customer’s homes unattended is likely enough to send shivers up the spine of loss prevention teams. However, though we’re still in the stage of very early adoption, make no mistake that it’s coming.
  47. 47. GDR CREATIVE
 INTELLIGENCE Location: Kansas City, Missouri, Pittsburgh and Vero Beach, Florida Following a successful trial period in Silicon Valley (in partnership with August Homes’ smart-lock technology), Walmart is rolling out its service that puts food straight into customers’ fridges to three US cities Walmart direct-to-fridge
  48. 48. GDR CREATIVE
 INTELLIGENCE Location: Kansas City, Missouri, Pittsburgh and Vero Beach, Florida Following a successful trial period in Silicon Valley (in partnership with August Homes’ smart-lock technology), Walmart is rolling out its service that puts food straight into customers’ fridges to three US cities Walmart direct-to-fridge
  49. 49. GDR CREATIVE
 INTELLIGENCE Location: Global Amazon opens the door to a whole you era of potential fulfilment capabilities with its $1billion purchase of Santa Monica-based smart home and security manufacturers, Ring Amazon’s Ring acquisition
  50. 50. GDR CREATIVE
 INTELLIGENCE Location: Global Amazon opens the door to a whole you era of potential fulfilment capabilities with its $1billion purchase of Santa Monica-based smart home and security manufacturers, Ring Amazon’s Ring acquisition Back in the 90s “Don’t get into a car with strangers” Back in the naughties “Don’t meet people from the internet alone” Since the birth of Uber 
 (& then Uber Pool) “Get into a stranger from the internet’s car, either alone or with another stranger 
 from the internet”
  51. 51. GDR CREATIVE
 INTELLIGENCE Location: Global Amazon opens the door to a whole you era of potential fulfilment capabilities with its $1billion purchase of Santa Monica-based smart home and security manufacturers, Ring Amazon’s Ring acquisition “ We’re seeing far fewer challenges and emotional concerns with letting couriers into your garage, rather than your actual house. Rohit Shrivastava, GM of Key by Amazon
  52. 52. GDR CREATIVE
 INTELLIGENCE Location: US Amazon has collaborated with General Motors and Volvo to roll out a new service to 37 US cities, allowing its couriers access to a person’s vehicle for the purpose of leaving package deliveries inside Amazon + GM / Volvo collaboration
  53. 53. GDR CREATIVE
 INTELLIGENCE In the short and medium-term future, however we deliver requires people The arms race to compete and win in the convenience shipping space has already seen rapid expansion at a rate that not even the biggest retailers can keep pace with.
  54. 54. GDR CREATIVE
 INTELLIGENCE In the short and medium-term future, however we deliver requires people The arms race to compete and win in the convenience shipping space has already seen rapid expansion at a rate that not even the biggest retailers can keep pace with.
  55. 55. GDR CREATIVE
 INTELLIGENCE In the short and medium-term future, however we deliver requires people The arms race to compete and win in the convenience shipping space has already seen rapid expansion at a rate that not even the biggest retailers can keep pace with.
  56. 56. GDR CREATIVE
 INTELLIGENCE In the short and medium-term future, however we deliver requires people The arms race to compete and win in the convenience shipping space has already seen rapid expansion at a rate that not even the biggest retailers can keep pace with. The upshot of this explosion is that we’re all reliant on gig-economy workers to fulfil our promises to our customers.
  57. 57. GDR CREATIVE
 INTELLIGENCE Cainiao Location: China Design: Alibaba Smart locker concept reacts to the size and temperature of deliveries
  58. 58. GDR CREATIVE
 INTELLIGENCE Cainiao Location: China Design: Alibaba Smart locker concept reacts to the size and temperature of deliveries
  59. 59. GDR CREATIVE
 INTELLIGENCE ‘Sweethearting’ (in the form of employee theft) is an increasingly larger and larger proportion of the $100bn of shrinkage the retail industry is seeing worldwide. Gig economy workers provide their own LP challenges Source: Nvidia 2019 A staggering $50bn of that is in North America alone.
  60. 60. GDR CREATIVE
 INTELLIGENCE We’re going to have to begin contending with bad apples everywhere… Though, of course, it would far too simplistic to put thefts during the fulfilment process down to gig-economy drivers alone. Parcel thieves are of growing concern to US law enforcement nationwide. If a package is stolen from the porch of one of our customers, it might not technically be our fault – but it’s nevertheless still probably our problem.
  61. 61. GDR CREATIVE
 INTELLIGENCE We’re going to have to begin contending with bad apples everywhere… Parcel thieves are of growing concern to US law enforcement nationwide.
  62. 62. GDR CREATIVE
 INTELLIGENCE Location: US Route is a centralised app for all consumers' (and merchants’) online orders, with visual tracking all in one place, and insurance protection for items lost or stolen (underwritten by the 330-year-old Lloyd’s of London) Route
  63. 63. GDR CREATIVE
 INTELLIGENCE Location: US Route Route is a centralised app for all consumers' (and merchants’) online orders, with visual tracking all in one place, and insurance protection for items lost or stolen (underwritten by the 330-year-old Lloyd’s of London)
  64. 64. GDR CREATIVE
 INTELLIGENCE Location: US Route Route is a centralised app for all consumers' (and merchants’) online orders, with visual tracking all in one place, and insurance protection for items lost or stolen (underwritten by the 330-year-old Lloyd’s of London)
  65. 65. GDR CREATIVE
 INTELLIGENCE New fulfilment tech is also unlikely to completely eliminate the problems Drones are obviously more easily manageable than human components in the fulfilment chain that decide to go rogue. However, you can be certain that unscrupulous external agents will find a way to muscle in and create new headaches for LP’s teams.
  66. 66. GDR CREATIVE
 INTELLIGENCE New fulfilment tech is also unlikely to completely eliminate the problems Drones are obviously more easily manageable than human components in the fulfilment chain that decide to go rogue. However, you can be certain that unscrupulous external agents will find a way to muscle in and create new headaches for LP’s teams. Source: Nvidia 2019 of retailers have a decreasing or flat LP headcount budget 65%
  67. 67. GDR CREATIVE
 INTELLIGENCE New fulfilment tech is also unlikely to completely eliminate the problems What can your company do to try and limit your exposure to loss in this new environment? Your strengths or weaknesses in this area may soon be the key differentiating factor for shoppers when deciding from whom they feel most confident making their purchases.
  68. 68. GDR CREATIVE
 INTELLIGENCE THE CONTEMPORARY CONSUMER CONTEXT – The fragmentation and new dynamism of retail, as brands 
 concede control to their customers – and the ways we 
 seek to serve them (and protect our assets) evolve – The implications of this shift, as loss prevention 
 increasingly considers a future that goes way beyond
 the confines of the traditional store On this morning’s menu HOW THE REMIT OF LP IS EXTENDING TO KEEP PACE – No longer merely the guardians of our assets – LP’s 
 central role in CX makes you critical to the whole brand WHY THIS ELEVATES THE ROLE OF YOUR TEAMS
  69. 69. GDR CREATIVE
 INTELLIGENCE Running a store used to be a simple-to-understand exchange for all The rituals and rules for shopping in a physical store are long established, making it an easy social contract for all parties to ascribe to. Demand Supply The retailer agrees to supply the product(s) that consumers demand, providing it has them in stock… and the shopper is prepared to pay for them.
  70. 70. GDR CREATIVE
 INTELLIGENCE Running a store used to be a simple-to-understand exchange for all This gave retailers a fairly straightforward set of parameters within which to control the experience for shoppers. Demand Supply
  71. 71. GDR CREATIVE
 INTELLIGENCE Running a store used to be a simple-to-understand exchange for all This gave retailers a fairly straightforward set of parameters within which to control the experience for shoppers. Demand Supply But this is suddenly subject to huge change if retail continues to evolve as we expect.
  72. 72. GDR CREATIVE
 INTELLIGENCE What determines a consumer’s perception of ‘brand’ in this new context? A BRAND IS MORE THAN A SET OF FONTS, LOGOS AND COLOURS, LAID OUT IN A GLOSSY HANDBOOK.
  73. 73. GDR CREATIVE
 INTELLIGENCE What determines a consumer’s perception of ‘brand’ in this new context? A BRAND IS THE SUM OF ALL ITS INTERACTIONS WITH CUSTOMERS (ACTUAL AND POTENTIAL), ACROSS TIME AND GEOGRAPHY.
  74. 74. GDR CREATIVE
 INTELLIGENCE What determines a consumer’s perception of ‘brand’ in this new context? A BRAND IS NEVER TRULY CREATED.
 IT EMERGES.
  75. 75. GDR CREATIVE
 INTELLIGENCE What determines a consumer’s perception of ‘brand’ in this new context? IT IS NOT SOMETHING YOU CONTROL, BUT YOU SOMETHING YOU INFLUENCE.
  76. 76. GDR CREATIVE
 INTELLIGENCE What determines a consumer’s perception of ‘brand’ in this new context? CUSTOMER EXPERIENCE IS NOT DOWNSTREAM OF BRAND.
  77. 77. GDR CREATIVE
 INTELLIGENCE What determines a consumer’s perception of ‘brand’ in this new context? CUSTOMER EXPERIENCE IS THE BRAND.
  78. 78. GDR CREATIVE
 INTELLIGENCE Today’s relationship between your brand & your customer is more complex In today’s CX-led environment, LP suddenly plays a much broader role on the frontline – mediating the interweaving tapestry of relationships between retailer, customer, the intermediary that delivers your products…and the would-be thieves that seek to muscle in on the exchange. If any part of this experience breaks from the customer’s high expectations, it risks destroying your whole brand thereafter.
  79. 79. GDR CREATIVE
 INTELLIGENCE As we look ahead to the new, more fragmented future I have described… Better 
 customer 
 experience Increased
 store
 security So, put simply, as well as acting as retail’s secret innovation lab, I’d argue that this CX-driven future means LP is now a crucial component in the preservation of your whole brand. NOT ALL HEROES WEAR CAPES
  80. 80. GDR CREATIVE
 INTELLIGENCE Better 
 customer 
 experience Increased
 store
 security Safeguarded brand
 equity & trust As we look ahead to the new, more fragmented future I have described…
  81. 81. GDR CREATIVE
 INTELLIGENCE Better 
 customer 
 experience Increased
 store
 security Safeguarded brand
 equity & trust As we look ahead to the new, more fragmented future I have described… PEOPLE ASSETS BRANDS
  82. 82. GDR CREATIVE
 INTELLIGENCE Better 
 customer 
 experience Increased
 store
 security Safeguarded brand
 equity & trust As we look ahead to the new, more fragmented future I have described… Modern Loss Prevention isn’t simply about catching the bad guys. Your roles should no longer sit downstream of the trajectory of the brand or the decisions of the board. No, in the boardrooms of the successful brands of the future, LP’s leadership should occupy several key seats. Rather than being a reactive function within retail, you should be guys proactively driving your businesses forward.
  83. 83. GDR CREATIVE
 INTELLIGENCE Join the polls at sli.do – using the code How satisfied are you that your LP team has a real seat of influence in your boardroom?
  84. 84. GDR CREATIVE
 INTELLIGENCE Join the polls at sli.do – using the code Source: NRF National Retail Security 
 Survey, with Appriss Retail of surveyed LP professionals expect increases in their LP budget in the coming year 44.4%
  85. 85. GDR CREATIVE
 INTELLIGENCE Join the polls at sli.do – using the code So where do you feel it will be most essential to invest, as we look to this future beyond the store? Automated fulfilment Tech at point of delivery Human LP headcount Better tracking software
  86. 86. GDR CREATIVE
 INTELLIGENCEGDR CREATIVE
 INTELLIGENCE james@gdruk.comPrepared for June 2019 – California Securing an open environment 
 Exploring the shifting (brand-critical) role of LP as retail moves beyond stores Thank you!

James Mullan Keynote

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