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The New Tribe of Shopper

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A mere 6 years ago, omnichannel was a term that hadn't even been coined, and the connected consumer experience seemed more like a futuristic vision versus an attainable reality.

Fast forward to 2017, and we've made mass progression in channel connectivity and experiential selling across the entire path to purchase, all to meet the heightened demands of the New Tribe of Shopper, an always-on, experiential minded customer.

Published in: Retail
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The New Tribe of Shopper

  1. 1. PREPARED FOR THE WPP GLOBAL RETAIL FORUM 05.11.17 THE NEW TRIBE OF SHOPPER
  2. 2. BECOMING AN ADULT IN AN AGE OF EXPERIENCE
  3. 3. “YOU HAVE TO BE TOTALLY CONNECTED WITH EVERYONE WHO TOUCHES YOUR BRAND. IF YOU DON’T DO THAT, I DON’T KNOW WHAT YOUR BUSINESS MODEL IS IN THE NEXT 5 YEARS.” – ANGELA AHRENDTS, 2011
  4. 4. RETAIL HAS BECOME A CONNECTED EXPERIENCE
  5. 5. THE NEW TRIBE OF SHOPPER THE PATH TO EXPERIENCE HOW RETAILERS & BRANDS ARE CATERING TO THE NEW TRIBE
  6. 6. THE NEW TRIBE OF SHOPPER
  7. 7. NOT A
 DEMOGRAPHIC
  8. 8. A MINDSET
  9. 9. 03. VALUE-ORIENTED • Value = more than just price • Cost always a driving factor • Shopper cares about “Price + X” THE NEW TRIBE OF SHOPPER 02. ALWAYS-ON • Device always in-hand • Constantly connected to friends & family • Push notifications provide news to the minute • Always shopping whether or not realized 01. DIGITAL-FIRST • Connected on multiple devices • Mobile Warriors • In-the-know 04. EXPERIENCE-DRIVEN • Design always in mind • The perfect selfie moment • Strive for aspiration • 72% of millennials prefer to spend more money on experiences than on material things 01 02 03 04
  10. 10. 20% 15% 10% 5% 0% CARS HOUSEHOLD GOODS INTERNET EXPERIENCES (Travel, Recreation, Eating Out, Music etc) CONSUMERS ARE INCREASING THEIR SPEND ON EXPERIENCES 20.4% 7.4% 4.9% 1.7% FORTUNE, SEPTEMBER 2016
  11. 11. ELEVATED EXPECTATIONS REQUIRE INTEGRATED EFFORTSCONTENT COMMERCESWEET SPOT Where a consumer falls in love with your brand Where a consumer purchases your brand
  12. 12. THE ULTIMATE EXPERIENCE Today, Coachella is the #2 most attended festival in the world, generating over $94.3MM in revenue in 2016 and bringing $403.2MM of revenue into the Coachella Valley. Revenue in 2009 was only $15.3MM.
  13. 13. DRIVE HYPE PUSH PURCHASE BUILD ANTICIPATION WOM MARKETING DIGITAL TARGETING LINEUP ANNOUNCEMENT ARTIST SUPPORT ON SOCIAL MEDIA THIRD PARTY CONTENT & MEDIA AFTERMOVIE
 MARKETING DATE ANNOUNCEMENT TICKET PURCHASE THIRD PARTY TICKETS ATTENDANCE THIRD PARTY EVENTS ART EXHIBITIONS MUSIC CONCERTS SOCIAL MEDIA PUSH SUPPLY STOCKUP TRIP TICKET UNBOXING ECRM UPDATES LEADING UP TO THE FESTIVAL PLANNING H&M + COACHELLA BRAND IMMERSION HEINEKEN PARTNERSHIP EXCITEMENT BUILDS
  14. 14. DRIVE HYPE PUSH PURCHASE BUILD ANTICIPATION WOM MARKETING DIGITAL TARGETING LINEUP ANNOUNCEMENT ARTIST SUPPORT ON SOCIAL MEDIA THIRD PARTY CONTENT & MEDIA AFTERMOVIE
 MARKETING DATE ANNOUNCEMENT TICKET PURCHASE THIRD PARTY TICKETS ATTENDANCE THIRD PARTY EVENTS ART EXHIBITIONS MUSIC CONCERTS SOCIAL MEDIA PUSH SUPPLY STOCKUP TRIP TICKET UNBOXING ECRM UPDATES LEADING UP TO THE FESTIVAL PLANNING H&M + COACHELLA BRAND IMMERSION HEINEKEN PARTNERSHIP EXCITEMENT BUILDS UNDERSTANDING OUR TARGET & HOW THEY EXPERIENCE
  15. 15. ENGAGE Connect with them through personal, one-on-one, brand- first experiences ENRICH Add value to their lives not just through great product, but through the stories you tell and the ways you’re selling EDUCATE Tell them about your brand and product through category-leading approaches; give them a reason to like you FROM MARKETING TO EXPERIENCE- BUILDING CUSTOMER-FIRST
  16. 16. HOW ARE RETAILERS BEGINNING TO TACKLE THE CHALLENGE?
  17. 17. ENGAGE ENRICH EDUCATE
  18. 18. ENGAGE KITH 
 TREATS ALWAYS DRIVING IN-STORE EXPERIENTIAL SPACES ON-THE-SPOT CUSTOMIZTION
  19. 19. ENGAGE KITH 
 TREATS ALWAYS DRIVING IN-STORE EXPERIENTIAL SPACES ON-THE-SPOT CUSTOMIZTION
  20. 20. ENRICH KITH WOMEN PART-TIME POPUPS IN-STORE EVENTS LIMITED EDITION PRODUCT
  21. 21. ENRICH KITH WOMEN PART-TIME POPUPS IN-STORE EVENTS LIMITED EDITION PRODUCT
  22. 22. EDUCATE KITHLAND NEW BRAND INTRODUCTIONS OWN CONTENT
 CREATION ROTATING SHOWCASES
  23. 23. EDUCATE KITHLAND NEW BRAND INTRODUCTIONS OWN CONTENT CREATION ROTATING SHOWCASES
  24. 24. ENGAGE ENRICH EDUCATE
  25. 25. ENGAGE HARRY’S NEW YORKPACKAGING HARRY’S @ TARGET THOM BROWNE COLLATORATION
  26. 26. ENGAGE HARRY’S NEW YORKPACKAGING HARRY’S @ TARGET THOM BROWNE COLLATORATION
  27. 27. ENRICH SELLING A LIFESTYLE INEXPENSIVE
 INNOVATION FIVE O’CLOCK BLOG PRODUCT 
 ACCESSORY EXTENSIONS
  28. 28. ENRICH SELLING A LIFESTYLE INEXPENSIVE INNOVATION FIVE O’CLOCK BLOG PRODUCT ACCESSORY EXTENSIONS
  29. 29. EDUCATE FIVE O’CLOCK BLOG POSTINGS HARRY’S BARTERSHOP BRAND AMBASSADORS & SHAVE EXPERTS IN-STORE EXPANSION
  30. 30. BRAND AMBASSADORS & SHAVE EXPERTS EDUCATE FIVE O’CLOCK BLOG POSTINGS HARRY’S BARTERSHOP IN-STORE EXPANSION
  31. 31. INCREASE IN DWELLTIME = INCREASE IN SPEND PATHINTELLIGENCE 1% 1.3%
  32. 32. LEAD WITH A ‘CUSTOMER-FIRST’ MENTALITY STOP THINKING TACTICS, START THINKING EXPERIENCES ENGAGE, EDUCATE & ENRICH THE SHOPPER'S JOURNEY IN THE PLACES THAT MATTER MOST TO THEM
  33. 33. ZAC.KRAEMER@VML.COM 05.11.17 THANK YOU

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