Boost devotion using emotion. In this presentation Creative Director Nathan Watts presents why emotion is the key to future loyalty.

1. Nathan Watts
Creative Director, FITCH
@FITCHdesign
devotion
emotion
Boost
using
Why emotion is the key to future loyalty

2. / 9 Countries.
/ 15 Studios.
/ 350+ Associates.
— Studios
1 . London, UK
2 . Paris, France
3 . Moscow, Russia
4 . NY, USA
5 . LA, USA
6 . Phoenix, USA
7 . Columbus, USA
8 . Atlanta, USA
9 . Doha, Qatar
10 . Dubai, UAE
11 . Mumbai, India
12 . Delhi, India
13 . Singapore
14 . Shanghai, China
15 . Hong Kong, Chi
The World’s Leading Brand & Retail Consultancy
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4. Amazon-like
Socially connected
Convenient
TRANSFORMATIONAL SEAMLESS
Automated
Disruptive
Nomadic/Unexpected
Trends
shaping
retail

5. Amazon-like
Socially connected
Convenient
TRANSFORMATIONAL SEAMLESS
Automated
Disruptive
Nomadic/Unexpected
Trends
shaping
retail
Humanising
Multi-sensory
Memorable
EMOTIONAL

7. Busy at the
watering hole
Wateringhole by Cai Guo-Qiang
Current retail landscape..

8. TV Print
Radio
DM
Email
Social
SiteRetail
Screen Search
Mobile CC
Customer
Omnichannel:
Faster
Connected
Frictionless
Convenient

9. *Loyalty lost
Convenience leads to
similarity..
Similarity leads to
predictability..
Predictability leads to
indifference*

10. retail experiences
Intelligent
Predicting human
behaviours using
data driven insight.

11. Customer satisfaction
Competitive difference
¬
retail experiences
Intelligent
Predicting human
behaviours using
data driven insight.

12. Understanding emotion
& the role on decision
making.
retail experiences
Emotionally
Intelligent

13. People spend according
to how they feel about a
product or service: emotions & desire.
& justify with logic & reason.
The power of emotions..

14. The top sources of online
shopping fun and excitement:
—
Shopping from
the comfort
of home
Accessing
wider choice
Uncovering
great deals
Sourcing
products
quickly
The top sources of in-store
shopping fun and excitement:
—
Being able to
try products
Browsing
on a whim
Socialising
with friends
The store
atmosphere
Discovering
something
73% 46%
51%
55% 30%
49% 25%
27% 23%
(48% for Gen Z)
— Digital is about
less
— The store is
about more
The possibilities
for emotional
engagement
are greater
in store

15. The joy of shopping..

16. My journey of
emotions..

17. Sadness
Disgust

18. Wonder

19. Joy..

20. Fear!

21. Anticipation
Optimism

22. Awe
Agressiveness
Remorse
Disapproval
SURPRISE
SADNESS
DISGUST
ANGER ANTICIPATION
JOY
TRUST
FEAR
Submission
Love
Contempt Optimism
Robert Plutchik - 1980
The emotional
spectrum

23. Awe
Agressiveness
Remorse
Disapproval
SURPRISE
SADNESS
DISGUST
ANGER ANTICIPATION
JOY
TRUST
FEAR
Submission
Love
Contempt Optimism
Positive
Negative
Robert Plutchik - 1980
Trigger which
emotion/s?

24. Adidas
Fear or
be feared

25. 3 rules to rule
at retail..
devotion
emotion
Boost
using

26. #1

27. Don’t count on
loyalty
Start earning
gratitude

28. Forbes 25 most
disruptive
companies
2/ Airbnb 3/ Facebook 4/ Red Bull
5/ Snapchat 6/ Alibaba 7/ Netflix
8/ Under Armour 9/ Instagram 10/ Apple
11/ CVS 12/ Taylor Swift 13/ Google
14/ Warby Parker 15/ Chipotle
16/ 72andSunny 17/ SoulCycle
18/ Rent the Runway 19/ Houzz
20/ Waze 21/ DraftKings
22/ Coke 23/ Eataly
24/ Birchbox
25/ Virgin America

29. Rewarding visits
Vs Rewarding A visit

30. Pirch
Soho, NY
Retail meets
Spa

31. Pirch
Soho, NY
Results:
Average 2.75hrs dwell (same as Ikea)
Average $3000 per sqft (behind only Apple & Tiffany)
2 miles of plumbing!

32. Hamleys
Moscow
Worlds of
play

33. Hamleys
Moscow
Results:
Most visited store in Moscow 2015
2 Million customers in first 2 months of launch
300,000 toys sold in first 2 months
More visits to Hamleys than the kremlin

34. #2

35. Be less
architect
Be more
stage director

36. Capex has
dictated the
pace of change
Yet people demand change in
‘Internet time’
‘Bricks &
mortar’
Traditional
retail process

37. Experience
Minor
Refurbishment
Customer
Expectatory
Satisfaction
1 2 3 4 5 6 7
Years
‘Bricks &
mortar’
Traditional
retail process

38. Retail is at the
crossroad between
commerce &
culture..
Progressive
retail

39. Spend
Marketing
Budget on
Knock-Your-Socks
Off Experiences!
Progressive
retail

40. Apple’s
gathering
spaces

41. Gentle Monster
Korea

42. K11
Shanghai

43. Viseral
Multi-sensory
Social =
Pure drama
It’s better
when its
live!

44. Burberry
Bond Street

45. #3

46. Don’t be led by
omni-channel
Lead with peaks
of emotion

47. Peak End
Pleasure
Time
Most favoured experience
Least favoured experience
Comparing two experiences
Psychological theory developed by
Daniel Kahneman and Barbara Fredrickson
Find focus:
Peak End
Rule

48. We need to create
A rollercoaster
of emotions

49. Rocky
Racing up the Philadelphia
Museum of Art steps
The concluding battle
against Apollo

50. Avatar
First walk through the
bioluminescent forest
Attack on the Tree
of Souls

51. McLaren
The car is the star

52. Amazon Go
Just walk out

53. Summary:
· Convenience leads to indifference
· Realise the power of emotions at retail
· Start earning gratitude
· Spend on ‘knock your socks off’ experience
· Lead with peaks of emotion

54. Alasdair Lennox
Executive Creative Director EMEA, FITCH
@isawthismorning @FITCHdesign
Mind-states,
Moments and
Memories
That will drive revenue
inthe future omnichannel
retail ecosystem.
THANK YOU
Nathan Watts
Creative Director, FITCH
www.fitch.com
www.slideshare.net/FITCH_design