This document summarizes Accenture's research on the future of retailing and brand experiences. It discusses how living services have emerged from advances in technology over the past decades, including the web/internet and mobility. Accenture conducted a two-year study analyzing survey responses from 27,000 people to identify five dimensions (fun, relevant, engaging, social, and helpful) that measure customers' feelings toward brand experiences. The research aims to understand what makes people love a brand experience and what sustains that love over time. Accenture believes businesses need future-ready platforms with "dual velocity" to integrate core functions with third parties and platforms using technologies like artificial intelligence.

1. Copyright © 2016 Accenture. All rights reserved. Internal Use Only.
Future of Retailing
A Technology Perspective
RAI – Retail Leadership Summit 15th Feb’17

2. WE’VE COME A LONG WAY
1990s
WEB & INTERNET
2000s
MOBILITY
2010s
LIVING SERVICES
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3. LIVING SERVICES
ARE THE RESULT OF
TWO FORCES
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4. LIVING SERVICES
ARE THE RESULT OF
TWO FORCES
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5. BASED ON HOW CONSUMERS
RATE INDIVIDUAL EXPERIENCE
MOMENTS
OVERALL BRAND AFFINITY
IS BUILT CUMULATIVELY
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6. 1
W H A T M A K E S P E O P L E L O V E
A B R A N D E X P E R I E N C E ?
2
… A N D W H A T S U S T A I N S
T H A T L O V E ?
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7. TO FIND OUT, WE EMBARKED ON
A TWO-YEAR RESEARCH STUDY
USING ADVANCED STATISTICAL
TECHNIQUES, WE CREATED
AN ALGORITHM EXPLAINING
PEOPLE’S FEELINGS TOWARD
BRAND EXPERIENCES
WE THEN CONDUCTED
QUANTITATIVE GLOBAL SURVEYS
OF 27,000 RESPONDENTS
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8. 8

9. THE RESEARCH REVEALED 5 DIMENSIONS
FOR MEASURING CUSTOMERS' FEELINGS
TOWARD A BRAND EXPERIENCE
F
FUN
Holds people’s
attention in an
entertaining way
R
RELEVANT
Provides clear
and customized
information
E
ENGAGING
Identifies with
individual needs
and wants
S
SOCIAL
Connects people
with each other
H
HELPFUL
Is efficient, easy
and adapts over
time
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10. ACCENTURE 2017 TECHNOLOGY TRENDS
Businesses shaping
new digital industries
Technology designed
specifically for
individual human
behavior.
On-demand labor
platforms and talent
marketplaces.
Integrating core
business functionalities
with third parties and
platforms.
AI to take more
sophisticated roles like
digital spokesperson
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11. Future Ready Platforms with Dual Velocity
Copyright © 2016 Accenture All rights reserved. 11

12. Over 394,000
employees
…with operations
in 120 countries, spanning 40
industry segments
.. and Revenues
totaling $32.9B in FY16
Comm.,
Media &
Technology
Health &
Public
Service Products Resources
Travel, Life Sciences, Retail, Consumer Goods & Services, Industrial
About Accenture
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13. THANK YOU!
shantha.maheswari@accenture.com
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