“Changing world of Retail! Make your digital experience conversational and emotional, enrich customer communities, be mission-driven and inspire new format of business." Catherine Barba, Entrepreneur & Business Executive specialised in Retail.

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THE CUSTOMER EXPERIENCE HOLY GRAIL
Jahia Days 10.05.2018 Paris – Catherine Barba

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
FIVE YEARS AGO…

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
…AND TODAY?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
ONLINE IS MASSIVELY GOING OFFLINE

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
ONLINE IS MASSIVELY GOING OFFLINE

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
ONLINE IS MASSIVELY GOING OFFLINE

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
AND SMART FOUNDERS TAKE ADVANTAGE OF VACANT SPACES

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THE LEAST INTERESTING THING ABOUT A PRODUCT IS PURCHASING IT
‘

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
PEOPLE NO MORE VISIT YOUR STORES JUST TO BUY THINGS

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
Fast.
Easy.
Frictionless.
HIGH UTILITY
EXPERIENCES
HIGH FIDELITY
EXPERIENCES
Exclusive.
Personalized.
Immersive.
WHAT CUSTOMERS EXPECT

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
HEMA, CHINA
Free Wifi
Buy & deliver options
No lines, no checkout
Reviews
Dynamic pricing tool
Geofencing
Personalized offers
Customized coupons

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
MOBY, CHINA

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
BAPE SHIBUYA, TOKYO

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
POPSHOP, USA

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
CARGO, USA

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
STICHFIX, USA

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
PROSE, CUROLOGY, USA

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
NESPRESSO MADISON, NYC: FROM THE STORE TO THE FARM. REALLY.

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
A TALE OF TWO VALUES

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
SPOT THE DIFFERENCES

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY ARE SIMPLE AND TRANSPARENT
How do you work to simplify your processes?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY CONSTANTLY CHALLENGE THE STATUS QUO
Are you the Tenth (Wo)Man?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY HAVE A STRONG SENS OF COMMUNITY
Do you consider your Community as crucial as your Product?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY HIRE SKILLS NOT TRACK RECORDS ( AND VALUE DIVERSITY)
Do you hire people who are VERY different?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY VALUE EXPERIMENT VS EXPERTISE
Do you believe in the ‘Distance From Field’ concept?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY DO AWAY WITH CORE BUSINESS TO SOLVE PROBLEMS
They
determine
what
customers
need and
learn new
skills.
They operate
any type of
business as
long as they
deliver value.Do you learn new skills? Do away with your core business?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY HAVE THE STRONGEST CUSTOMER SENSE
Do you hire people who love people? How do you incent them?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY MAKE IT CONVERSATIONAL AND EMOTIONAL
Do you incentivize your associates when they behave out of the box?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY POWER OUR DIGITAL LIVES
Do you incentivize your associates when they capture my digital time?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY ARE MISSION-DRIVEN

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
THEY ARE MISSION-DRIVEN
Are you a leader who drives a Mission?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
Relationship
Shopping
behavior
Experience
Personalization
Convenience
Immediacy
Purpose
Influencers
personalized 1:1 relationship directly with a brand
Interactions & engagement start digitally, mostly
mobile
Seeking for personalized content;
Experiential = emotion + content +connection
Immediate access important; whenever and
wherever
deliver right product anytime, anyplace
Care about brand values & sustainability
Non experts more important: friends, family
bloggers
Anonymous Clarity
THEY ARE 100% DATA DRIVEN
How far are you from a single customer view?

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
MING THE GAP

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
RESTART THE WHOLE EXPERIENCE EVERY MORNING

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
AND GROW YOUR FOUNDER’S MINDSET IN YOUR CORPORATE BODY

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CATHERINE BARBA – JAHIA DAYS October 2018 - @cathbarba
Catherine Barba
PEPS Lab NYC
cbarba@cbgroup.fr
@cathbarba
THANK YOU!