The Future of Shopping - Presentation

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The Future of Shopping - Presentation

  1. 1. The New Consumer andthe Era of SmartConsumption2008–2009 1
  2. 2. What We’ll Cover Evolution of the NewConsumer A Move TowardConscientious Consumption Update on ConsciousNourishment Three Imperatives forReaching the NewConsumer Image: Creative Commons/turtlemom4bacon@flickr.com 2
  3. 3. Primary Sources: 3 Global Studies The Future of the The Future of Shopping The Future of Food Corporate Brand Objective: Identify trends Objective: Uncover emerging Objective: Understand shaping retail category cues within food & beverageevolving role of corporation Survey of 2,800 category Semiotic analysis usingand consumer expectations consumers in 4 markets: proprietary Decipher toolof business U.S., France, U.K., China Sources: ERWW Prosumer Pulse, Survey of 1,850 Momentum testing of 75– BETC Euro RSCG Consumerconsumers in 3 markets: 125 retail brands in each Intelligence, Euro RSCG NYU.S., U.K., France market Influencer Dinner, plus Yankelovich, SIAL, Mintel, etc. 3
  4. 4. Focus: The Evolving Consumer Making smarter choices based on online research and peer communication/support Making more conscientious choices so consumption Smarter doesn’t hurt people or planet More Conscientious Making more careful food choices in effort to satisfy twin pulls of health and pleasure More MindfulImage: Creative Commons/josemanuelerre@flickr.com 4
  5. 5. I. Evolution of the New Consumer: Smarter, More Proactive, Better InformedSmarter Images: Creative Commons/Charlie Brewer@flickr.com; josemanuelerre@flickr.com 5
  6. 6. The Internet Is Changing How People Shop… How much do you agree with each of the following statements? Strongly/Somewhat AgreeEven if I don’t make purchases online, the Internet is a very important part of my “shopping” I do lots of [consumer] research online P: P: 99% 88% 92% 92% 88% 70% 84% 88% O: O: 81% 76% 78% 81% 67% 42% 65% 66% For major purchase decisions, my The Internet has had little to no first step is usually the Internet impact on my shopping P: P: 92% 94% 92% 88% 6% 17% 5% 25% O: O: 75% 71% 75% 71% 10% 22% 11% 21%…and shifting power away from manufacturers/retailers and toward theconsumer Euro RSCG Future of Shopping Study 6
  7. 7. Up Dramatically Since 2004–05 How much do you agree with each of the following statements? Strongly/Somewhat Agree Even if I don’t make purchases online, the Internet is a very important part of my “shopping” P: +11 +11 +1 +16 99% 88% 92% 92% O: +5 +9 -6 +19 81% 76% 78% 81% For major purchase decisions, my first step is usually the Internet P: +24 +42 +10 +7 92% 94% 92% 88% O: +27 +36 +17 +4 75% 71% 75% 71%Comparison with data from ERWW’s 2004–2005Prosumer Pulse study Image: Creative Commons/garethjmsaunders@flickr.com Euro RSCG Future of Shopping Study 7
  8. 8. Peer Reviews Permit More-Informed Choices—andFurther Increase Prosumer Power Please indicate your involvement with each of How often do you do each of the following? the following online activities Frequently/Sometimes Do It NowRead consumer feedback/reviews before Search for customer reviews while making purchase making purchase decisionsP: P: 91% 90% 87% 95% 96% 96% 98% 97%O: O: 79% 67% 72% 90% 86% 79% 85% 87% Use Consumer Reports or another Write an online product or consumer guide to help make decisions retailer review P: P: 78% 67% 80% 93% 71% 72% 55% 80% O: O: 64% 56% 63% 78% 46% 53% 32% 61% Euro RSCG Future of Shopping Study 8
  9. 9. Prosumers Make Smart Use of Corporate Websites… How often do you do each of the following? Frequently/Sometimes Sign up to receive coupons or other store promos via e-mail P: 88% 77% 82% 87% Please indicate your involvement with each of the following online activities O: 78% 66% 68% 71% Do It Now Sign up to receive info/news from a retailer Request or download coupon or or manufacturer coupon code P: P: 77% 71% 82% 81% 96% 78% 88% 80% O: O: 64% 56% 66% 67% 86% 61% 74% 72% Go to company’s website to arrange for service on product I own Subscribe to a retailer’s e-newsletterP: P: 52% 66% 43% 87% 90% 89% 93% 91%O: O: 36% 45% 33% 67% 77% 80% 75% 76% Euro RSCG Future of Shopping Study 9
  10. 10. …and of Interplay Between Online and Offline Stores How often do you do each of the following? Frequently/Sometimes Visit retailer with info printed online P:Visit company website to locate store near me 79% 92% 69% 72% P: O: 96% 84% 87% 85% 70% 76% 56% 61% O: 89% 75% 82% 77% See product in store and then wait to order online Research purchase online before visiting store to buy it P: 62% 73% 72% 87% P: 95% 88% 97% 97% O: 50% 58% 58% 71% O: 89% 82% 82% 88% Return online purchase to physical storeUse online coupon in brick-and-mortar store P: P: 42% 26% 31% 45% 82% 71% 77% 77% O: O: 35% 19% 25% 34% 76% 61% 57% 64% Euro RSCG Future of Shopping Study 10
  11. 11. It’s All About Scoring the Right Buy How much do you agree with each of the following statements? Strongly/Somewhat Agree Shopping is a game where the object is to get the most for the least amount of money and effort P: 71% 56% 81% 88% O: 63% 52% 63% 87% Part of the fun of shopping is the “hunt”— Smart shopping is finding just the right looking for the things you want and need thing for the right priceP: P: 85% 90% 92% 92% 56% 68% 66% 89%O: O: 85% 88% 81% 87% 42% 55% 50% 81% Image: Creative Commons/adria.richards@flickr.com Euro RSCG Future of Shopping Study 11
  12. 12. II. A Move Toward Conscientious ConsumptionMoreConscientious 12
  13. 13. Today’s Consumers Trust Corporations Less… …but also expect more of them Lowest in Gallup history 13
  14. 14. We Now Expect Corporations to Drive Change How much do you agree with the following statement? Strongly/Somewhat Agree Businesses bear as much responsibility as governments for driving positive social changeP: 83% 87% 83%O: 70% 79% 70% Euro RSCG Future of the Corporate Brand Study 14
  15. 15. We Seek to Partner with Ethical Leaders… How much do you agree with each of the following statements? Strongly/Somewhat Agree As a consumer, I have a responsibility to censure unethical companies by avoiding their products P: 87% 85% 79% O: 78% 80% 66% I have made a purchase decision based on a company’s conduct P: 80% 81% 73% O: 61% 65% 55% Image: Creative Commons/ciao_yvon@flickr.com Euro RSCG Future of the Corporate Brand Study 15
  16. 16. …and Limit the Eco Damage Our Purchases Cause Please indicate your involvement with each of the following activities Do It Now Buy environmentally friendly products P: 85% 92% 82% 89% O: 79% 76% 78% 77% Buy energy-efficient bulbs P: 82% 90% 85% 96% O: 76% 82% 83% 85% Bring reusable bags to grocery store P: 50% 98% 76% 75% O: 44% 93% 78% 62% Euro RSCG Future of Shopping Study 16
  17. 17. We’re Also Taking Socio-Political Factors intoAccount Please indicate your involvement with each of the following activities How much do you agree with each of the Do It Now following statements? Buy/refuse to buy a product based on Strongly/Somewhat Agree company’s expressed values or political/social activities I avoid shopping at stores that don’t P: 71% 68% 47% 79% treat their employees fairlyP: O: 70% 73% 52% 44% 39% 57% 32% 85% Make purchase decisions based onO: country of origin 56% 56% 38% 77% P: 59% 85% 49% 84%I am willing to pay a bit more for a product if a O: portion of the proceeds goes to a good cause 50% 52% 41% 78% Avoid buying products from particularP: country/region 60% 74% 28% 87% P:O: 54% 73% 54% 59% 52% 46% 28% 68% O: 45% 47% 38% 45% Euro RSCG Future of Shopping Study 17
  18. 18. The Tables Have Turned… How much do you agree with each of the following statements? Strongly/Somewhat Agree I have become more interested in corporations’ conduct and brand image over the past few yearsP: 80% 64% 75%O: 60% 47% 48% Within the last few months, I Over the last year, nonbranded have actively looked for blogs or forums made me information on the reputation or change my mind about a product ethics of a company or service I had intended to buyP: P: 56% 72% 55% 36% 48% 36%O: O: 33% 47% 35% 24% 39% 24% Euro RSCG Future of the Corporate Brand Study 18
  19. 19. …and Companies Are Being Forced to Adapt Please indicate the level of importance of this factor in leading you to trust a company Natural selection is beginning to Extremely/Somewhat Important favor those companies that are Reputation for social and/or integrating high ethical standards environmental responsibility into their policies and practicesP: 88% 91% 87%O: How much do you agree with each 78% 84% of the following statements? 73% Strongly/Somewhat Agree Please indicate how important this factor is for a good business The most successful and profitable businesses in the Extremely/Somewhat Important future will be those that practice sustainability Ethical conductP: P: 78% 88% 87% 96% 97% 87%O: O: 66% 76% 70% 90% 90% 73% Euro RSCG Future of the Corporate Brand Study 19
  20. 20. 20
  21. 21. III. How Conscientious ConsumptionIs Playing Out in the Food Category:Conscious NourishmentMoreMindful Images: Creative Commons/cleber@flickr.com; josemanuelerre@flickr.com 21
  22. 22. Health and Safety Concerns Increasingly DriveFood Choices… • 64% of Americans are trying to eat healthier foods • 53% always check nutrition labels before buying food • 45% usually look for packaging that advertises a health claim [Greenfield Online/Mintel, 2007] Images: Creative Commons/JoeInSouthernCA@flickr.com; Kurt Koller@flickr.com; paulswansen@flickr.com 22
  23. 23. …But That’s Tempered by the Persuasive Power of PleasureImages: Creative Commons/susiefoodie@flickr.com 23
  24. 24. Responsibility Humanism Intrinsic value New pragmatism Belonging of nutrients (beyond family) How are consumers satisfying theseImages: Creative Commons @flickr.com: ol’pete; lululemon athletica twin pulls of health and pleasure? By engaging in conscious nourishment—a way of eating that maximizes health and pleasure by Naturalness incorporating such key values as Honesty, transparency, trust community, authenticity, adventure, nutritional potency, and sustainability Creativity Wellness and Consideration Experience Molecular balance and discretion technologies 24
  25. 25. Conscious Nourishment: 3 Successful DiscoursesCelebrating the Real Nutritional Potency Sensory Pleasure 25
  26. 26. Discourse #1: Celebrating the Real • Movement from processed convenience toward natural integrity, identity, and straightforwardness • A way for today’s savvy food shopper to feel good about his/her decisions Dominant Emergent_ Artificially flavored milkshakes, _ Naked Juice, chicken on the bone chicken nuggets _ Organic, local, raw, authentic_ Processed _ igourmet.com, Jamba Juice_ Quality issues _ Extrapolation: Anti-_ Health scares (e.g., mad cow, commercialization of food and drink GMO, salmonella) KEYWORDS Identity Traceability Natural Source Positive Craft Honest simplicity 26
  27. 27. Celebrating the Real Dominant Emergent The reality of Seasonality Rawness, Local/Just a pig’s trotter and nutritional wholeness, picked Processed Mystery/Disguise as food quality integrity Unprocessed Fresh, young Honest/NarrativeCommercialized/ Nontraceable vegetables, whole, Sanitized newly picked 27
  28. 28. Signs of Support for Celebrating the Real Craft and Artisan Goods “Terroir” and Traceability Return to notion of individually More attention paid to produced foods and recipes of old geographic origin, production processes, and Links consumer to supplier and ancestry/pedigree simpler, more “authentic” times and processes Desire for transparency throughout production and sales cycle “Reflet de France,” Carrefour’sSales of natural food and drink terroir brand,+138% btwn 2002 and 2007; now best- selling foodsales of organics +119% brand in[Datamonitor] FranceNatural products (food and other)now a $56.8BN industry in U.S.[Mintel, 2007] Originally brewed in monastery in feudal city of Rise in seasonal Dinant in Catch date and name of fishing goods early 18th boat included in packaging century Image: Creative Commons/NatalieMaynor@flickr.com 28
  29. 29. “The heart of the [real food] movement is that our food is existing in a place...you are eating food that you can trace to a person, place or tradition, and make a connection.” —Deborah Madison, chef and author of Local Flavors: Cooking and Eating from America’s Farmers’ MarketsImages: Creative Commons/plattyjo@flickr.com 29
  30. 30. How to Leverage Celebrating the Real• Think like a… _ Farmer, maker of craft beer• Implications: Images: Creative Commons/Felix42 contra la censura@flickr.com _ Imbue communications with human warmth and expertise—e.g., ingredient descriptions such as “mashed,” “blended,” “steamed” (terms that evoke simplicity, even innocence)—while also emphasizing nonuniformity of product, artisanal processes, and the like _ Dig into brand’s or product’s heritage and narrative (mythology or provenance), creating deeper brand story _ Communicate total ingredient traceability (e.g., profile of suppliers and distribution) _ Convey product’s perishability and “produced” or “picked” date, emphasizing local = fresh _ Communicate distance from global corporation through separate brand name, local partnerships, cooperatives, etc. 30
  31. 31. Discourse #2: Nutritional Potency• Understanding physiological and psychological impact of food in new ways— focusing on potency of components and what one needs for self-optimization• A way for today’s savvy shopper to maximize value Dominant Emergent_ Reduction in salt, sugar, trans fats _ Understanding specific functionalities_ Mild enhancements—ginseng, _ “Magic bullet” ingredients fiber, etc. _ Right for me—customized, targeted_ Consumers looking for generalized diets health benefits in food and drink _ Extrapolation: Food and beverages as personal care (beauty benefits beyond classical nutrition); food and beverages as medicine KEYWORDS Anti-aging Anti-stress Cleansing Personalization Detoxifying Nutritional intensity 31
  32. 32. Nutritional Potency Dominant Emergent Awareness of Phytoestrogens in soya Patented egg Prescription and Generalized Right carbs, right fats, clinical response antioxidant and linseed to relieve providing quantifiablyassociation of tea rather than low-carb, efficacy in tea menopausal symptoms superior nutrition with wellness low-fat (nonspecific) Generalized healthful, Nutritional Beverage as Reason for U.S. adult Examples of whole grains; lacks potency of deliverer of obesity is “eating too little” magic-bullet specificity water skin benefits (food with no nut. value) foods 32
  33. 33. Signs of Support for Nutritional Potency:Nutraceuticals 93% of U.S. consumers believe certain foods have health benefits that may reduce risk of disease or other health concerns; nearly 2/3 regularly consume at least 1 food for functional health benefit [IFT] Mintel forecasts sales of functional foods will reach $12.8BN in 2009, up from $10.4BN in 2004 In 2007, functional beverage market reached $9.8BN in FDM channel; during 2002–07, market increased 30% at current prices, and 14% after accounting for inflation [Mintel] Primary areas of focus: heart health • immune system • digestion • weight mgmt • muscle tone • brain development • alertness • anti-aging • beauty 3 grams of EGCG-rich green tea leaves in each bar, cold- processed to promote optimum enzyme activity 33
  34. 34. How to Leverage Nutritional Potency• Think like a… _ Personal care or beauty company• Implications: _ Target consumer groups by “wellness profile”— e.g., nutrition for boomers, nutrition for stressed-out bodies, nutrition for extreme athletes _ Provide DIY personalization in form of modular diet components, drink flavors, and the like _ Create a personal-care offer that delivers wellness through indulgence (opportunity to resolve the opposition) 34
  35. 35. Discourse #3: Sensory Pleasure• Moving on from addictive and transgressive notions of indulgence (naughty, decadent, implicitly dumb with a hidden Puritanism) to more intelligent and engagingly mindful pleasures (why shouldn’t pleasure be good for you?• Gives conscious consumers “permission” to indulge Dominant Emergent _ Appetite-led _ Discerning pleasure beyond indulgence—pleasure via _ Indulgence occasional indulgence (vs. continuous, addicted) _ Guilt _ Discriminating, conscious, healthy pleasure; celebrating life, texture, innovation, rediscovery, _ Nouvelle cuisine sensory experience _ Extrapolation: Pleasure led by discretion; taking cues from contemporary luxury codes vs. old-style conspicuous consumption KEYWORDS Quality Discovery Uniqueness Selectivity Flavor Aesthetics Simplicity not quantity 35
  36. 36. Sensory Pleasure Dominant Emergent New indulgence (pure Indulgence derived from Sensory ingredients that speak source, narrative, myth; experience for themselves) artesian water Classic indulgence(e.g., thick and rich) Traditional temptation—glossy chocolate (obvious take on indulgence and pleasure) Desert limes: Aesthetic treatment of New sensory specific/thoughtful food—close to the source experience/discovery 36
  37. 37. Signs of Support for Sensory Pleasure U.S. retail sales of gourmet, specialty, and premium foods and beverages are growing at much faster rates than those of overall industry, surging 10.9% to $59BN in 2007 and posting a CAGR of 11.1% for 2003– 2007 Bartenders turning into “bar chefs,” offering signature concoctions made with fresh juices, housemade syrups, and unusual ingredients Images: Creative Commons/aoife mac@flickr.com 37
  38. 38. How to Leverage Sensory Pleasure• Think like a… _ Gourmet restaurant or upscale bar at a luxury resort• Implications: _ Demonstrate understanding of aspirational nature of food and drink _ Re-educate the palate—from mindless consumption to mindful pleasure _ Don’t focus on speed and convenience in delivery of predictable pleasure-hits _ Don’t speed up treadmill of consumption _ Focus on ingredient and flavor innovation _ Communicate invented flavors, compelling combinations of “real food” components 38
  39. 39. Three Imperatives forReaching the New ConsumerSmarter MoreConscientious More Mindful Images: Creative Commons/Bruce A Stockwell@flickr.com 39
  40. 40. 3 Retail Imperatives ENGAGE HELP MOTIVATE • Create experiences • Make it more • Help people be more • Forge connections convenient conscientious consumers • Indulge • Be a customer • Respond to increasing • Innovate/keep it fresh advocate eco-consciousness • Offer purpose beyond profitImages: Creative Commons/maura@flickr.com; Steve Rhodes@flickr.com 40
  41. 41. Imperative #1: Engage Consumers Three primary means of engagement: 1. Create experiences that engage consumers in the brand 2. Provide opportunities for communication and connection 3. Innovate, innovate, innovateImage: Creative Commons/Domiriel@flickr.com 41
  42. 42. The Retail Brand of the Future (RBoF) Creates More Engaging Experiences • With so many choices available, consumers are gravitating toward retailers that offer more bang for the buck • Looking for extras that elevate a mundane activity into an experience …and this It’s the difference between this…Image: Creative Commons/Olivier Bruchez@flickr.com 42
  43. 43. Providing Conversational Currency Kopi luwak, one of world’s most expensive coffees, comes from berries that have passed through digestive tract of asian palm civetImage: Creative Commons/unquietlibrarian@flickr.com 43
  44. 44. Engaging the Senses• Consumers are looking for brand Tiffinbites experiences that indulge the senses, (London) creates turning ordinary activities into an aromatic experience that something special feeds the imagination and turns lunchtime into a cultural adventure Sweet Bliss’s Moo Collection (available At Chop’t at high-end retailers) (NYC), turns childhood simple tasks favorites—e.g., and sounds PB&J—into gourmet become indulgences enrobed theatrics that in Belgian chocolate draw diners in to beauty of making something fresh 44
  45. 45. Creating Visual Hypnotism (Inside and Out)Dylan’s Candy Bar, NYCA child’s fantasy brought to life Apple Store, NYC Pierre Hermé, Paris Edible art—visual perfection creates desire Selfridges, Birmingham, U.K. 45
  46. 46. Offering a Sense of Escape…or Adventure 60-ft. Ferris Wheel, Toys R Us, Times SquareHigh-end lingerie boutique Journelle(NYC) creates a spa-like experience withits dressing rooms 46
  47. 47. Involving Customers 47
  48. 48. The RBoF Brings People Together• Providing opportunities for people to unite for a common cause• Creating dialogues• Encouraging collaboration and communal action Avon’s Walk for the Cure 48
  49. 49. Cultivating Brand Ambassadors 49
  50. 50. Forging Bonds Between Producer and Consumer• Involving consumers in life of the brand (“co-creation”)• Sharing knowledge, back story, etc.• Using language that reasserts “human” side of food and drink• Advocating slow, conscious, sociable consumption E-newsletter from Tyrrell’s potato crisps includes updates on fields: “To keep up with the progress we have taken a picture of the field Crossroads again to show you how the potato crop is coming along, as you can imagine we have not had to irrigate at all this Summer! In other fields we have began harvesting and have been getting a really good yield from the crop, we have been lucky in the fact that most of our fields have sandy soil which drains easier and allows us to get the tractors in the fields!” 50
  51. 51. Creating Social ConnectionsClaseo bills itself as world’s 1st invitation-based fashion label Starbucks’ holiday Cheer Pass promotion encouraged acts of kindness between strangers 51
  52. 52. The RBoF Constantly Innovates• Today’s consumers are obsessed with the new and NEXT• Innovation allows companies to… _ Change the rules and develop entirely new business models (e.g., eBay, Netflix) _ Regain or grow market share (e.g., Apple) _ Get noticed 5,000 new products a year• An important component of financial performance: The top 20% of innovative companies deliver up to 4X the shareholder return of the bottom 20% [Boston Consulting Group] New product every 5 minutes 52
  53. 53. Keeping It Fresh with Flash Goods, Pop-Up Stores,and Limited Editions By limiting time most items stay in stores, Zara averages 17 store visitsUNIQLO drove shipping containers around NYC, per customer/year, compared withopening daylong pop-up stores in various locations to industry average of 3-4give shoppers a taste of their logo-free apparel Carlsberg 900 launched in a very limited number of select bars in Stockholm 53
  54. 54. Standing Out Through Packaging & Design 54
  55. 55. Creating Breakthrough Ideas $4 prescriptions Target Clear Rx redesigned pill bottle 55
  56. 56. Imperative #2: Help Consumers• There are 2 things most consumers today feel are in short supply: time and money• Smart retailers are finding ways to save customers one or both 56
  57. 57. The RBoF Offers Convenient Solutions 57
  58. 58. Simplifying the Retail Experience… VinoVenue automated Tesco’s Fresh & Easy wine bars let stores in U.S. are 100% self- customers select and checkout serve their own wine with prepaid cardsBloomingdale’s interactivemirrors let shoppers try onvirtual outfits and e-mailimages to friends 58
  59. 59. …and LifeDutch Boy Twist & Pour 59
  60. 60. The RBoF Is a Consumer Advocate Pret a Manger is sharing its trade secrets by offering sandwich and soup recipes online and printed on packaging/ Hannaford’s Guiding Star system postcards lets customers see the nutritional value of products throughout the store 60
  61. 61. Providing Full Disclosure• Thanks to the Internet, consumers have come to expect full access to information on everything from pricing and warranties, to airline seating How much do you agree with each of the following statements? Strongly/Somewhat Agree Businesses must be completely open and transparent P: 70% 88% 88% O: 63% 79% 78% Euro RSCG Future of the Corporate Brand Study (U.S.) 61
  62. 62. Offering Learning Opportunities• Supporting connoisseurship and helping consumers do more with products they purchase Apple Genius Bar L’Oreal Paris Living Lab 62
  63. 63. Imperative #3: Motivate ConsumersImage: Creative Commons/akseabird@flickr.com 63
  64. 64. The RBoF Is Moving Toward SustainabilityTo reduce packaging cost and waste, Wal-Mart now scores its 60,000 worldwidesuppliers on ability to develop eco-packaging and conserve natural resources; estimated Euro RSCG Future of the Corporate Brand Study (U.S.)corporate savings: $3.4BN 64
  65. 65. Communicating Sustainability to the New Consumer• Retailers and manufacturers are communicating green values through use of natural materials, muted colors, signage, simplified packaging, etc.• Taking cues from farmers’ markets 65
  66. 66. The RBoF Has a Purpose Beyond Profit• From Google and Apple to Starbucks and Whole Foods, many of today’s leading brands have 1 thing in common: a strong set of beliefs that is clearly articulated How much do you agree with each of the following statements? Strongly/Somewhat Agree It is important that companies stand for something other than profitability P: 96% 95% 86% O: “Customers must recognize that 83% 87% 80% you stand for something.” —Starbucks CEO Howard Schultz Euro RSCG Future of the Corporate Brand Study (U.S.) 66
  67. 67. Shouting It Out• The most value accrues to those companies that take a bold stance and publicly declare their values and clearly defined objectives 67
  68. 68. Expressing Values Across Every Touchpoint 68
  69. 69. Communicating a Reason to Care…• Consumer education is vital to a successful values-based branding effort; the best initiatives make customers feel personally invested in a cause 69
  70. 70. …and Making It Easy for Consumers to Participate 70
  71. 71. Conclusion: Getting to the Future First• In future, shopping will be more proactive and considered _ More research prior to purchase _ More consumer-to-consumer communication via product/company reviews and ratings _ More conscientious shopping choices related to environmental, ethical, and socio- political concerns• Prosumers continue to offer glimpse of the future in terms of both how they’re shopping and what they’re buying• Brands that will own the future will… _ Be transparent in communications and give consumers access to all the information/tools they need (e.g., customer reviews and ratings) _ Communicate a single-minded vision _ Serve as industry leaders and standard bearers _ Drive meaningful change _ Address consumers’ twin pulls of selfishness and altruism by providing products and services that contribute to both the individual and the greater good 71
  72. 72. Media Inquiries For inquiries regarding Euro RSCG Worldwide’s studies, please contact: Lisa Gruber Global Communications Manager Euro RSCG Worldwide T +1 212.886.2018 E lisa.gruber@eurorscg.com 72 72
  73. 73. For more insights from Euro RSCG research, visit www.prosumer-report.comAnd follow us on Twitter (@prosumer_report) 73

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