Bu275.intro.futureofretailpresentation.2013

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Exploring the evolution of retailing and the marketing communication needs to support these changes. References: Fjord Trends & Piers Fawkes.

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Bu275.intro.futureofretailpresentation.2013

  1. 1. FUTURE OF RETAILReinvention & Revolution: Retail OnDemand & The New BrandChampionsEdited & Presented by:Lisa Ackerman& Effective MarketingCommunications Trends for theevolution
  2. 2. We need to explore the past tounderstand the future effects &how to effectively plan a MarketingCommunications strategy thatworks.Brick & Mortar•Traditional Advertising/Promotions•Tradition Marketing•Traditional Publicity
  3. 3. Online & Digital24/7Tesco N. Korea
  4. 4. Showrooms / Reinventing theExperienceEmotional effect /environment considerations
  5. 5. Evolving Retail“Selling” to “Learning”
  6. 6. Online to Brick & Mortar
  7. 7. And…consider•Adaptive Pricing (your data dictates theprice!)•Crowd Sourcing•Augmented Reality (try before you buy)•Personalization: Create your own
  8. 8. The Modern Shopper
  9. 9. Modern Shopper’s Expectations Sophistication Based On PersonalKnowledge Prepared To Trade Data For A BetterExperience Instant Access To Expertise Takes Advantage Of Technology Wants To Be Offered A Perfect Match
  10. 10. Marketing Communications messages gofrom “Top Down” to “2-way dialogue”Creating the:•Shopper as Affiliate•Crowd Sourced Productrange•Shopper to Shopper Service& education•Shopper designed deals(create & set the price)
  11. 11. Setting The StageBy clearing the air before customers enter a store and calling out targetedmoments for valuable interactions, retailers are helping to create thefoundations of a focused and worthwhile interactionTHE NEW BRAND CHAMPIONSHOPPER ASAFFILIAT“LET ME SELL ON YOUR BEHALF”
  12. 12. COMMISSION FEES EARNED BY INFLUENCINGONLINE PURCHASESMULU.ME
  13. 13. SHARING PRODUCTS ON FACEBOOK DOUBLESCUSTOMERS’ LOYALTY POINTSTESCO
  14. 14. COMMUNITY POWERED CREDIT CARD INVOLVES CARDHOLDERSIN CARD MANAGEMENT AND PROFITSBARCLAYCARD RING
  15. 15. CONSTRUCTION BRAND GETS REAL-TIME FEEDBACK FROMCUSTOMERS ON NEW TRUCK DESIGNSCATERPILLAR
  16. 16. Meta-LibraryBy tapping into the wealth of online information by leveraging imagerecognition search and augmented reality to present detailed information andcontextual relevance, users are able to use information without being tied toa specific medium or behavior.“HELP ME DECIDE WHICH ONE TOBUY”
  17. 17. SERVICE PAIRS CONSUMERS WITH BRAND EXPERTS FORREAL-TIME PRODUCT CONSULTATIONSNEEDLE
  18. 18. INSURANCE COMPANY RECRUITS EXISTING POLICYHOLDERS TO ADVISE POTENTIAL CUSTOMERSKYSY VAIKKA
  19. 19. Layered VirtualShowcaseA new set of digital services are enabling shoppers to visually experienceand experiment with products before they buy.With a growing level of peer to peer communities that are working togetherand searching for service answers, the right information is being rewardedand being presented in easy formats for large groups of people to use andshare.“LET ME NAME MY PRICE”
  20. 20. APP LETS RETAILERS COMPETE TO SUPPLYHOUSEHOLD GOODSNETPLENISH
  21. 21. BUYAPOWAWEBSITE PROVIDES BULK DISCOUNTS ONPOPULAR PRODUCTS
  22. 22. Modern Shopper’s Expectations Sophistication Based On PersonalKnowledge Prepared To Trade Data For A BetterExperience Instant Access To Expertise Takes Advantage Of Technology Wants To Be Offered A Perfect Match
  23. 23. •Service with opt in (trade yourdata for better service• Shopper Coaching (educatebefore and after)•Auto-curated shopping (yourpurchase history)•Bespoke at scale (customizewhat you want)•Fit with a click (digital tools tohelp with fit)
  24. 24. Service With An Opt In“Give Me Personal Attention And Better Service”
  25. 25. LOCATION AWARE APP PROVIDES SALES-STAFFWITH CUSTOMERS’ PREFERENCESNEIMAN MARCUS
  26. 26. STYLISTS LOOK TO YOUR PAST PURCHASES TOTAILOR ADVICEMODCLOTH
  27. 27. Subject SpecialistStaff members with specialized knowledge bases who can provide smarteranswers and product recommendations to their customers in-store, onlineand over the phone.RETAIL ON DEMANDSHOPPER COACHING“Teach Me How To Use This”
  28. 28. MOTORCYCLE REPAIR SHOP INVITES CUSTOMERS TOWORK ON BIKES THEMSELVESMOTOMETHOD
  29. 29. EXPERIENCE ‘POP-UPS’ SHOW CUSTOMERS HOWTO ACESS HIGHER AUDIO PERFORMANCELENBROOK
  30. 30. “LET ME SHOP WHAT I LIKE”
  31. 31. GLIMPSESOCIAL SHOPPING CHANNEL USES FACEBOOK‘LIKES’ TO BUILD CUSTOM CATOLOGS
  32. 32. PICKIEPERSONALIZED MAGAZINE SHOWCASES FRIENDS’LIKES AND SHARES
  33. 33. Experience CentersBest-in-class brands are creating experience centers where consumers areapproached, not only as shoppers, but as sophisticated learners who areeager to engage and create“LET ME BUILD THE PERFECT ONE FOR ME”
  34. 34. CUSTOMIZING MODULAR FURNITURE ONLINE ATAN AFFORDABLE PRICEEVOLVEX
  35. 35. 3D PRINTING KIOSK ALLOWS RETAILERS TOOFFER CUSTOMERS PERSONALIZED OBJECTSFUJIFILM
  36. 36. Reading The CustomerOpt-in services that allow customers to make their personal data available tomembers of staff in exchange for the promise of tailored service, productrecommendations and optimization.RETAIL ON DEMANDFIT WITH A CLICK“HELP ME CHOOSE THE PERFECT FIT”
  37. 37. WEBCAM ENABLED ALGORITHM ENSURES CUSTOMERSFIND THE RIGHT FIT ONLINEUPCLOAD
  38. 38. AUGMENTED REALITY APP TESTS POTENTIALFURNITURE IN CONSUMERS’ HOMESSAYDUCK
  39. 39. Effective Integrated MarketingCommunications Campaigns have:A unified, clear and consistentmessage across all channels ofcommunication and customerinteraction

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