How can retailers incorporate the concepts that underpin the sharing economy into their value chain when their model is based on the principle of acquiring goods? This slideshare enhances 4 types of collaborative models retail is experimenting with, through a selection of examples: co-creation, co-marketing, co-consuming and co-recycling.
Best Of 2014 Altavia Watch - English versionAltavia
The 2014 Best Of international Retail trends by the Altavia Watch team.
6 main trends identified:
1. Towards a new era in global trade
2. Pure players invest in traditional trading conventions
3. Physical formats are reinvented
4. Smart objects for a new customer experience
5. The triumphant mobile, at the heart of customer relations
6. Personalisation, between customer service and big data
Best of 2015 Altavia Watch - English version Altavia
The 2015 Best Of international Retail trends by the Altavia Watch team.
5 main trends identified:
1. Retail entertainment era
2. Line are shiffting in food retail
3. Delivery service triggers retail revolution
4. The onslaught of the mobile sector
5. Brick is the new black for premiums brands
Our retail vision is global, our voice international.Davide Gaeta
Unprecedented times, where consumers are more demanding and seek a deeper emotional connection to Brands. There has been a major shift from product transactions, buying and selling to integration. All this has been driven by social connection. 40% of people spend more time socialising on the internet than sharing face to face. Virtual visibility is our new currency – don’t share, don’t care attitude. Online is the new oxygen. Consumers today want access to products at any time.
In this presentation, prepared by Altavia Dekatlon, you will find lifelike campaigns throughout the month of April, innovative work in the retail sector, consumer behavior, technology and trends from the digital world.
Wearable technology may be niche now, but it offers big opportunities for retailers to improve customer experience and boost sales conversions. Here’s why it must be taken seriously NOW.
Cannibalisation! Anti-competition! High street under siege! We look past such ‘catastrophising’ and reveal some far more down-to-earth truths about the power of multi-channel retailing.
Best Of 2014 Altavia Watch - English versionAltavia
The 2014 Best Of international Retail trends by the Altavia Watch team.
6 main trends identified:
1. Towards a new era in global trade
2. Pure players invest in traditional trading conventions
3. Physical formats are reinvented
4. Smart objects for a new customer experience
5. The triumphant mobile, at the heart of customer relations
6. Personalisation, between customer service and big data
Best of 2015 Altavia Watch - English version Altavia
The 2015 Best Of international Retail trends by the Altavia Watch team.
5 main trends identified:
1. Retail entertainment era
2. Line are shiffting in food retail
3. Delivery service triggers retail revolution
4. The onslaught of the mobile sector
5. Brick is the new black for premiums brands
Our retail vision is global, our voice international.Davide Gaeta
Unprecedented times, where consumers are more demanding and seek a deeper emotional connection to Brands. There has been a major shift from product transactions, buying and selling to integration. All this has been driven by social connection. 40% of people spend more time socialising on the internet than sharing face to face. Virtual visibility is our new currency – don’t share, don’t care attitude. Online is the new oxygen. Consumers today want access to products at any time.
In this presentation, prepared by Altavia Dekatlon, you will find lifelike campaigns throughout the month of April, innovative work in the retail sector, consumer behavior, technology and trends from the digital world.
Wearable technology may be niche now, but it offers big opportunities for retailers to improve customer experience and boost sales conversions. Here’s why it must be taken seriously NOW.
Cannibalisation! Anti-competition! High street under siege! We look past such ‘catastrophising’ and reveal some far more down-to-earth truths about the power of multi-channel retailing.
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
20 Interesting Things: Vending Machines June 2010David Stutts
This is part of our 20 Interesting Things series that will look at interesting and innovative happenings in the digital and social worlds. Look for our other presentations that cover augmented reality, crowdsourcing, QR codes and goodness.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
As we break in 2021, the learnings of the past year have sorted core truths from gimmicks, particularly in the retail landscape. See how, in many ways, it is the backbone of our commerce that has emerged most vital.And why establishing frameworks which withstand the litmus test of uncertainty have become the most important ingredient in a business’s continued success.
A detailed report on the brand Scotch & Soda for college research project on various subject implementations of Marketing, Retail, Fashion, Communication, Design, and Business.
Also, this report is solely based on personal research and doesn't disclose any relevant company-based private information.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
In this presentation, prepared by Altavia Dekatlon, you will find lifelike campaigns throughout the month of December, innovative work in the retail sector, consumer behavior, technology and trends from the digital world.
A monthly "what's hot" zoom, carefully analyzed and selected by our strategic planning team.
Notre équipe de planning stratégique réuni tous les mois le meilleure des marques …
Février 2018
Best of 2016 Altavia Watch du Retail internationalAltavia
Le Best Of 2016 des tendances du Retail international par l'équipe Market Intelligence Lead du groupe Altavia
Six tendances structurantes identifiées :
- Alibaba vs Amazon, The Battle,
- Le paiement mobile en ébullition,
- L'éphémère, le format très tendance,
- Avec les Chatbots, une nouvelle ère s'annonce,
- L'émergence des communautés d'intérêts,
- La réalité virtuelle pour muscler l’expérience instore
Collaboratif et Retail - Altavia Watch - juin 2014Altavia
Comment le retail s'approprie la tendance collaborative? Illustrations à travers 4 typologies d'exemples: la co-création, la co-commercialisation, la co-consommation, le co-recyclage.
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
20 Interesting Things: Vending Machines June 2010David Stutts
This is part of our 20 Interesting Things series that will look at interesting and innovative happenings in the digital and social worlds. Look for our other presentations that cover augmented reality, crowdsourcing, QR codes and goodness.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
As we break in 2021, the learnings of the past year have sorted core truths from gimmicks, particularly in the retail landscape. See how, in many ways, it is the backbone of our commerce that has emerged most vital.And why establishing frameworks which withstand the litmus test of uncertainty have become the most important ingredient in a business’s continued success.
A detailed report on the brand Scotch & Soda for college research project on various subject implementations of Marketing, Retail, Fashion, Communication, Design, and Business.
Also, this report is solely based on personal research and doesn't disclose any relevant company-based private information.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
In this presentation, prepared by Altavia Dekatlon, you will find lifelike campaigns throughout the month of December, innovative work in the retail sector, consumer behavior, technology and trends from the digital world.
A monthly "what's hot" zoom, carefully analyzed and selected by our strategic planning team.
Notre équipe de planning stratégique réuni tous les mois le meilleure des marques …
Février 2018
Best of 2016 Altavia Watch du Retail internationalAltavia
Le Best Of 2016 des tendances du Retail international par l'équipe Market Intelligence Lead du groupe Altavia
Six tendances structurantes identifiées :
- Alibaba vs Amazon, The Battle,
- Le paiement mobile en ébullition,
- L'éphémère, le format très tendance,
- Avec les Chatbots, une nouvelle ère s'annonce,
- L'émergence des communautés d'intérêts,
- La réalité virtuelle pour muscler l’expérience instore
Collaboratif et Retail - Altavia Watch - juin 2014Altavia
Comment le retail s'approprie la tendance collaborative? Illustrations à travers 4 typologies d'exemples: la co-création, la co-commercialisation, la co-consommation, le co-recyclage.
Avis consommateurs en magasin - Slideshare Altavia Watch - Novembre 2014Altavia
Les avis consommateurs en ligne sont devenus un élément incontournable du commerce. Mais qu'en est-il des avis en magasin, quand l'essentiel des achats s'y passe encore? Revue des cas d'usage actuels et émergents dans le retail.
Best of 2015 altavia watch - version françaiseAltavia
Le Best Of 2015 des tendances du Retail par l'équipe Market Intelligence Lead du groupe Altavia
5 tendances structurantes identifiées :
- L'ère du Retail Entertainment
- Les lignes bougent dans la Distribution Alimentaire
- la révolution du service livraison
- Le putsch mobile
- Brick is the new black for premiums brands
This new edition of the SENTINEL REPORT highlights the following 4 new seamless ecosystems: FLUIDITY & SHORTCUTS, CO-CREATED OFFERS, TARGETED DISCOUNTS & PERKS and TOTAL PERSONALIZATION. This report also features the Time savy EMERGING CONSUMER PROFILE, industries updates and metrics of the digital world.
This new edition of the Sentinel Report highlights a trend known as “seamless ecosystems" and describes its four dimensions: Fluidity & Shortcuts, Co-Created Offers, Targeted Discounts & Perks and Total Personalization. This report also features the Time Savy Emerging Consumer Profile, industries updates and metrics of the digital world.
signmesh snapshot - the best of sustainabilitysignmesh
Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation.
Whirlpool presents the volume 2 of the Digital School. Lesson 3 is dedicated to the new retail and how the buying experience is changing, thanks to digital transformation.
Trends affect and disrupt markets, industries and consumers.
By understanding the key trends to your business, you are able to identify innovation opportunity spaces that are:
a) Relevant to the business
b) Meet a desired customer need
c) Have a solid business case
What is the future of Food?
Find out more on this presentation by Francesca Romana Saule, CRM Senior Manager at Accenture, shared at the Seeds&Chips Summit on April 27th, 2015.
Food waste initiatives have become increasingly popular amongst major food retailers and foodservice operators in recent years. With the backing of celebrities such as Jamie Oliver, leading retailers and manufacturers signed a commitment to reduce food waste by 20% by 2025 in March 2016. him! explores the shopper attitudes around the topic.
Integrated Marketing Communications Campaign:
- Proposed brand positioning, product offerings, and detailed implementation methods for a client's new business venture
- Completed for the course ADV4800 at the University of Florida
- The team for which I was the Group Lead/Account Executive won Best Strategic Plan
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
The world is awash with 2016 Trend reports predicting the year to come. It’s big business, but it masks something important, that for every trend, there’s a counter trend that is arguably as interesting and useful. This is another example of what we call Tensity, a paradox, a contradiction at the heart of what makes many people and brands interesting.
Here’s our latest findings on Trends with Tension, focusing on Retail.
Technology has changed how we shop and the way brands sell.
Chris Aubrey (Dyson) and Kevin Gill (StartJG) set out how to rethink the physical
store for this rapidly evolving ‘post-new’ retail landscape, and share six principles
that guide their approach to retail design.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
4. A long-term trend
Collaborative consumption:
economic model in which usage is given priority over ownership.
The usage of a product, service or privilege can be enhanced by sharing, trading, exchanging, selling or leasing
it. (Wikipedia)
19%
"Firmly committed"
29%
"Persuaded"
32%
"Aware"
20%
"Resistant"
Nearly half of all people in France are collaborative consumption enthusiasts.
48% of people in France practise collaborative consumption on a regular basis
and 80% practise or are intending to practise collaborative consumption.
(TNS 2013 Confidence Monitor)
5. A range of different motivating factors
4 factors motivate consumers:
• Unprecedented economic constraints
• Rapid development and increased adoption of information and sharing systems
• Known ecological threats
• Unreasonable consumption has reached saturation point
63%
Less
expens
ive
55%
You can find
bargains
38%
Making objects
last longer,
giving them a
2nd lease of life
28%
A consumption
model that is
better for society
28%
Easy over
the
Internet
18%
A different
consumption model
that appeals to me
14%
I meet new
people through
it
8%
I like making
new discoveries
and
experimenting
with new things
6%
I trust other
people more
than I trust
retailers
Factors to do with
purchasing power
Factors that explicitly relate to the alternative nature of this
means of consumption
(source: TNS 2013 Confidence Monitor)
6. A wide range of applications
Use
Co-Produce
Exchange
Deliver
Distribute
Co-Finance
Share
Couchsurfing
Coinnovate
Purchase as a group
Cohabit
Coworking
Codevelop
Crowdfunding
Trading
Contributive production
Recycle
Lend
Exchange
Repair
Upcycle
Give
Economise
PARTICIPATE
&
SHARE
Participate
BEFORE use
AFTER usageUSAGE
Coaccommodation
Car-sharing
7. Collaborative & Retail:
Opportunism or revolution?
Co-Create
Co-Market
Co-Consume
Co-Recycle
Purchasing
HOW can retailers incorporate the concepts that underpin the sharing economy into their value chain
when their model is based on the principle of acquiring goods?
Have retailers put together the principles of collaborative consumption in an opportunistic and ephemeral
way, or is it a long-term trend that may profoundly alter the distribution of goods and services?
9. Co-Create
Potential benefits for business:
> Analysis of the customer's needs: understand, actively listen, anticipate
criticism
> Customer relationship: strengthen the link, bridge the gap between the
retailer and the customer, bring together a community of ambassador
customers
> Innovate: foster new ideas, create new products and services, experiment
with proposals for innovation
> Communicate: draw on a community of ambassador customers to maintain
an active presence – on social networks in particular.
Design
Invent
Participate
Finance
Promote
Support
Manufacture
Collect
10. IKEA has its paper catalogue recreated by its fans on
Instagram
In Norway, IKEA invited its fans to publish pages
from its paper catalogue on Instagram. In four
weeks, it was available in its entirety on the social
network.
To reproduce the contents of its famous catalogue on
the social networks, IKEA Norway – together with
advertising agency SMFB Oslo – used a competition to
call upon the brand's 160,000 Facebook and
Instagram fans.
The rule was simple: fans had to take a photo of a
page from the IKEA catalogue and publish it on
Instagram with the hashtag #IKEAKATALOGEN. They
also had to indicate which products they wanted to win
using a second hashtag.
11. An ING Direct Web Café, please
Will you have a little online co-creation?
At the end of 2013, ING Direct (900,000 clients in
France) launched its Web Café – an online discussion
and co-construction area featuring a forum, blog and
an ideas box known as the "Labo".
The Labo is a special area where participants can
leave their ideas. This way, the online bank is also able
to find out what they want and any criticisms they may
have. It is then better able to tailor its products to meet
their requirements and offer new services that provide
higher levels of satisfaction.
12. Auchan is involving its customers in product design
Auchan unveils its Quirky products – products invented
by Internet users.
The first French products bearing the Quirky stamp –
products designed by Internet users – will hit Auchan's
shelves in spring 2014. Ultimately, four products will go on
sale.
Earplugs with an integrated alarm clock, a bin that scans
whatever products you throw into it and then automatically
adds them to a shopping list, a hammock that weighs you,
etc.Since the Quirky collaborative platform was launched in
France in mid-September, more than 800 ideas have been
submitted by Internet users.
13. Club Med gets involved in co-creation
Club Med gets its fans to vote for its new Val Thorens
Village
In the first week, fans stated a preference for the name "Val
Thorens Sensations" over "Val Thorens Titanium"; in the
second week, they selected a climbing wall with a pure,
uncluttered design; and in the third week, they chose
mountain biking on snow over ice driving.
The operation, which began at the end of January, continued
through to April. The new village is scheduled to open next
December.
To get fans to vote, every week Club Med will randomly select
one person who will win a holiday for two at the village. This
person will then be encouraged to get their friends to take
part.
14. C’Vous, the Casino Group's customer relations platform
Cvous.com is the result a dual-pronged concept
that is completely new in the retail sector: a
community approach combined with a co-creation
strategy.
The idea behind C'Vous is to give a voice to "active
consumers" so that they can make suggestions and
recommend examples of good practice for products
and services.
Consumers can vote for their favourite products,
provide tips and share their good ideas, or support a
producer in their particular region.
The Casino group launched the C'vous project in order
to "create links with consumers, as well as with other
retailers and their customers".
15. At Crédit Agricole,
customers are designing their own banking apps
The cooperative bank has launched its own app
site.
It is now inviting its customers to send their ideas for
mobile banking services to a group of outside
developers.
The aim was to find out from customers what kinds of
mobile apps would help them out. "There are more
ideas in the heads of our 21 million customers than in
the heads of bankers".
The way in which the CA Store works is very simple.
By filling in a form on the website, any customer can
submit their app idea and browse those that have been
left by other Internet users. These ideas are then rated
and comments are left about them, pushing the ones
that people think are the most useful up the list. A
group of developers has access to the features that
people would like to see. This group is made up of 20
or so IT companies outside Crédit agricole working as
part of a cooperative – "Les Digiculteurs" ("digital
farmers"). If a particular idea appeals to them, they can
start developing it.
16. A farm with a market encourages consumers
to play an active role in food production
The Farmery wants consumers to be able to
monitor cultivated foodstuffs as they grow and get
involved in the farming process.
By selling farm products direct to consumers, farmers
can increase their margin while at the same time
developing closer relations with their customers. The
Farmery in the US seeks to encourage consumers to
monitor the growth of the foodstuffs that they
purchase, and play a more active role.
The final project should have four dispatch areas and a
large warehouse where products will be on sale to the
general public. The whole farm has been designed so
that consumers end up with as sound and
understanding as possible of the system used to
produce foodstuffs. The aim is to encourage
consumers to grow their own foodstuffs.
18. Co-Market
Distribute
Deliver
Advise
Potential benefits for business:
Co-marketing is definitely one of the most delicate segments for retailers in the
sharing economy. Indeed, the concept of the collaborative supermarket is an
atypical business model that is very different from the standards involved in
traditional retail.
It involves the basic consumer evolving into the socially-responsible consumer.
Having membership of a local community, being involved in or co-managing a
collaborative supermarket means choosing not to buy into the market economy
model. This is an opportunity to experience something different, to create links
with the local community and to subscribe to social and ecological values.
19. New York's "socialist" supermarket
Inexpensive, organic and smart: a New York
supermarket managed by its own customers has
been flourishing for forty years.
The 16,200 people who shop at Park Slope's Food Co-
op also work there for free for two and three-quarter
hours every month to keep the store up and running.
This means that 75% of its workforce is made up of
volunteers.
The 500 volunteers who run the store every day can
choose from a range of different tasks.
In the basement, next to where the stock is, there is a
special place where raw materials are packaged.
Volunteers cut cheese, weigh and wrap up
condiments, herbal teas and spices. Those entrusted
with cleaning the store – the most arduous task – have
their working time cut down to two hours.
20. A zero waste supermarket in London
In London, The People's Supermarket is a
sustainable food cooperative based on a different
kind of social and ecological model.
Everything is reused so as to avoid wastage. For
example, an unsold courgette may very well end up as
a soup or even compost.
Its main distinctive feature is its membership cost:
membership is only £25 per year (around €31). Each
member then gets 10% off everything in the store –
provided they volunteer for four hours a month.
Another of its distinctive features is the very different
way in which it manages waste. For example, a
courgette purchased from a small farmer (one based
locally, preferably) which has still not been sold after a
few days will end up being used by The People's
Kitchen. This is the supermarket's very own kitchen
which is used to prepare dishes for sale in the store.
21. In Paris, a collaborative purchasing group is striving to
make high-quality products affordable for everyone
Inspired by the Park Slope supermarket in New
York, the Louve is a cooperative purchasing group
which is gearing up to open a collaborative
supermarket
Currently, the purchasing group puts in orders for high-
quality products every four weeks. Because the initial
selling price is only slightly marked up, these products
are very affordable.
A collaborative food cooperative – whose members
volunteer at it – is scheduled to open in 2015, in north-
east Paris.
Every aspect of the Louve is collaborative: it is in the
process of finalising its finance campaign through the
KissKissBankBank crowdfunding platform so that it can
purchase equipment, pay a temporary project
coordinator, find an initial venue for welcoming its
members and sympathisers, fund the purchase of a
lorry and other equipment, develop a sophisticated
website, increase the frequency of distributions,
accelerate the diversification of its product range, etc.
23. Co-Consume
Use
Maintain
Consume
Potential benefits for business:
Co-consumption is the segment of the collaborative economy that gets the most media
coverage – increasing numbers of consumers are getting involved in it (Autolib, Blablacar,
etc.)
Retailers are increasingly factoring in consumers' aspirations and new modus operandi,
making use of the increased adoption of information technologies which can easily create
links between people.
Retailers are aware that their model is losing (some of) its appeal. They have the assets
(customer database, physical network, logistics, etc.) in order to play a key role in driving
this main trend. And this is also clearly an opportunity for them to create new offers and
play a central role in the changes affecting our modern companies.
24. Citroën Multicity
gets your feet moving
Citroën has just launched a new travel website that
includes all available modes of transport –
including walking.
How can a car manufacturer like Citroën become a
travel agency and bolster its car hire business along
the way? Needless to say, the answer involves the
Internet. Multicity – Citroën's new website – does much
more than simply working out the best door-to-door
route for Internet users. Interestingly, the system
makes use of all available modes of transport – car
(obviously), as well as metro, tramway, bus and (for
Paris) the regional express train network.
Nor does it forget air, train, boat, bike hire or even
walking.
25. Mercedes is inviting its customers to share their cars
Mercedes has unveiled an on-board application
that drivers can use to select a car-sharing
passenger via Facebook.
In his presentation of the new CarTogether car-sharing
system, Mr. Zetsche did not hide the fact that this was
an unexpected move, somewhat out of step with
Mercedes' strategy: "Some people still see car-sharing
as communism. And if it is, then long live the
revolution!"
This telematics application makes car-sharing easier
by helping drivers find someone to share their journey
with. And thanks to social networks such as Facebook,
drivers can decide which hitch-hikers to pick up based
on their personality and tastes.
Mercedes is buying into the car-sharing trend – and in
France, 3 million people are already experiencing it.
26. In Sweden, drop by to pick up some nails
and leave with a drill!
At the Malmö Hardware Store, as well as picking
up nails, screws, pots of paint and other
consumables, customers can borrow a range of
tools for their DIY work.
An economical, ecological, collaborative and – most
importantly – a useful initiative – particularly when you
know that the average time that a drill is used for is
only 12 minutes and that 50% of all of them are never
used at all.
The Malmö Hardware Store has developed ToolPool –
an original scheme for lending out these machines
(sales of which are only very small) for free.
Consumers can book the tools via Facebook: they first
need to register before they can book the equipment
that they want to borrow. And then the reservation is
reflected in a status update on the store's Facebook
wall.
27. The SNCF transport group has purchased a specialist site
to complete its environmentally-friendly transport offering
The SNCF group has confirmed – by acquiring Green
Cove, a start-up company in which it had already
acquired a stake in 2009 – that it wants to provide its
customers with a complementary mobility offering.
The SNCF group is going to roll out its car-sharing
service via the Internet, a service that will bear the SNCF
name and which will be aimed at two types of users:
companies offering their employees the option to share
their vehicles with several other people for the journey
between where they live and where they work, as well as
individuals who have to drive longer distances.
In doing this, the group is developing initiatives which are
helping to establish it as a European "eco-mobility"
leader. After iDBus (which operates coach services over
long distances) and iDCab (a pre-booked taxi service),
the SNCF is now completing its range of transport
services by taking advantage of a new environmentally-
friendly trend with an initiative aimed at very
environmentally-aware passengers as well as companies
and local authorities involved in sustainable development.
28. MU, mobility according to Peugeot
Peugeot has developed "MU" – a new mobility
offer. It's a hire service that people can also use for
weekends away with everything they need, or for
moving house without having to call professionals.
Not having a car can make life very awkward. How do
you get around when you're not in a big city? How can
you go away for a weekend or take your children to
ride their bikes?
MU is an account that you can top up with units for
hiring mobility services at Peugeot dealers. These
services include cars, scooters, bicycles, utility
vehicles, accessories and house move kits.
30. Co-Recycle
Recycle
Eliminate
Repair
Trade
Redistribute
Potential benefits for business:
Creating a virtuous circle for recycling clothes, collecting old pairs of shoes in order to
fund an association or arranging an exchange of expertise between consumers… such
initiatives are on the increase. This is an excellent way for retailers to commit and establish
themselves as economically-responsible players.
And it's also a strategy that they can use to establish themselves as major players
facilitating the circular economy – reselling objects to give them a 2nd or 3rd life.
Retail brands also enhance their image by becoming involved in issues to do with
responsible consumption and the virtues of recycling.
31. The Halle aux Chaussures and Chaussland join forces
with the Relais to collect old shoes
The Halles aux Chaussures and Chaussland have
set up initiatives to collect shoes in their stores.
The initiative has been a huge success: in barely two
years, nearly 6 t of shoes have been collected – the
equivalent of around 100,000 pairs.
Employees from the Relais organise the donation,
sorting and then re-sale of shoes (provided they are in
good condition) in order to finance its initiatives. The
Relais sells 5% to 10% of the items donated in its sixty
second-hand Ding-Fring boutiques and exports 30% to
35% of them to Africa where they are then sold by local
merchants.
Clothes and shoes that are in too poor a state are
recycled (transformed into cloths or insulation, for
example) and the rest is destroyed (around 15%).
32. Burton of London relaunches its major dressing room
clear
Burton of London has renewed its commitment
alongside the Restos du Cœur and is relaunching
its major Dressing Room Clear campaign in 130 of
its stores between 13 and 25 November.
In 2012, 177,860 items of clothing were donated as
part of the first Major Dressing Room Clear. This
redistribution of clothing worked so well because the
service was as similar to the one provided in the
brand's actual boutiques as possible (presentation,
advice, marking alterations, option to try items on in a
fitting room, bags, etc.), and the system was
implemented in 70 Restos du Coeur centres. The
voucher system itself was a success, with nearly
40,000 hot meals served.
For each item of warm clothing that they donate,
customers will get a booklet of 4 vouchers worth a total
value of €50. They can then use these in any of the
Burton of London stores in France.
The ready-to-wear brand then commits to providing a
meal for every voucher used.
33. Troc'Heures: a website for swapping DIY hours developed
by Castorama
"You need a hand with some work you're doing
and you have some time and/or a certain skill that
you can provide: then join the Troc’Heures
community, sign up and off you go!", as the
retailer states on the homepage of its new
service.
Castorama is breaking new ground in community and
collaborative services.
It's likely that – beyond the positive impact on its image
– Castorama sees this as a way of encouraging people
to start DIY work that they did not feel able to do
before (for both technical and financial reasons), and
so ultimately of boosting its sales of materials and
tools.
Each person who signs up is asked to fill in a short
presentation, provide their address (essential for geo-
locating adverts and exchanges) and specify the skills
they have from a range of 25 different categories.
34. Patagonia recycles clothes
In 2005, Patagonia launched its clothing recycling
programme.
The aim was to make all of its products recyclable by
the end of 2010.
Since the start of the programme, Patagonia has
recycled more than 13,200 pounds of clothing, and has
collected much more.
Today, more than 41,000 second-hand products are
on sale via the Common Threads store on eBay.
35. Décathlon wants to train people in collaborative
consumption with Trocathlon
A forerunner – for 28 years. Décathlon actually
launched the Trocathlon in 1986.
The aim: Help people sell their unused or little-used
second-hand sports equipment – bicycles, skis, fitness
or horse-riding equipment, etc.
Twice a year, Décathlon gets its customers to drop off
their unwanted second-hand sports equipment. If what
they drop off then gets sold, they receive payment in the
form of Décathlon vouchers. The service is completely
free and Décathlon does not receive any commission.
So sellers receive the whole value of their product and
the buyer, who gets equipment, does not have to pay
any commission. Customer and user satisfaction can be
attributed to the fact that the retailer uses its specialist
employees for the operation – they showcase the
equipment as best they can, help work out a price for it
and then drive the sales – as well as checking the
equipment's various safety points before it goes on sale.
36. Conclusion
• Retail is an intermediary profession: it involves a number of assets (customers, retail outlets, information
systems, etc.) and it would be legitimate for it to position itself as a link between consumers' new aspirations
and these new value proposals.
• Retailers are taking collaborative consumption seriously. The initiatives that are already under way have the
virtue of already existing, but the various challenges with which they are faced suggest that their deployment
should be accelerated – and quickly.
• That said, these strategies are not without consequences for retailers' purchasing, marketing and innovation
departments. The risk of value being eroded in the event of integration practices being poorly managed
should not be overlooked.
So does this trend for collaborative consumption in retail represent a
marketing/communications opportunity? Or will it have a long-term impact on
the economic retail model?
Watch this space...
Managing Director, Castorama