The document discusses recommendations from a festival of new market research in 2014. It provides 3 key recommendations: 1) Give shoppers opportunities to provide input on products and be recognized for their contributions. 2) Allow shoppers to customize and personalize products. 3) Involve shoppers in designing their in-store shopping experience. The recommendations focus on engaging and empowering shoppers.

1. The
Fes'val
of
NewMR
2014
would
not
be
possible
without
our
sponsors.
Thanks
to:
Our
Pla'num
Sponsor
for
2014
Silver
Sponsors
Session
Sponsors
Media
Partner
Fes'val
Supporters
• Schlesinger
Associates
• GMI
• krea
The
Fes'val
of
2014

2. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Future
of
Retail
2014
Pla=num
Sponsor
Erica
van
Lieven
Managing
Director,
Direc'onFirst
Australia
Helen
Bakewell
Strategic
Research
Manager,
AMP
Capital
Shopping
Centres
Australia

3. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

4. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
80% of Australians love going shopping!

5. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

6. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
73% of Australians still go shopping at
least once a week

7. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
The
research
journey
Retailer
crowd
sourcing
and
collabora=on
Consumer
Consul=ng
Board
Na=onal
quan=ta=ve
survey
Interac=ve
retailer
website
with
short
ques=onnaire
interested
and
interes=ng
consumers
from
across
the
AMP
porNolio
1000
Australian
and
500
New
Zealand
shoppers
Omni
Channel
communica=on
delivery
to
retailers
using
visual
website
and
video
Omni
Channel
Communica=on

8. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Retailer
crowd
sourcing

9. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

10. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Interested
&
Engaged
shoppers
The
Shopperva'on
Community
-­‐
who
we
spoke
to

11. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Workshop
Looking
through
different
eyes
Finding/iden=fying
interes=ng
trends
Weighing
it
up
Understanding
the
meaning
of
value
Back
and
forth
in
'me
Exploring
past,
present
and
future
trends
Week
1:
Looking
with
different
eyes

12. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Memorable
moments
Exploring
how
to
create
valuable
and
memorable
moments
for
customers
Something
to
inspire
you
Inspira=onal
links
to
explore
Cool
ideas
or
trends
Exploring
ideas
and
trends
Ongoing
–
Trend
spoVng
corner

13. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
The
Café
11
The
par'cipants’
own
topics:
ChaUng
together,
unmoderated

14. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Longer
engagement
with
consumers…
First
impressions
to
second
thoughts
A
speed
date
to
a
rela'onship
Why
does
AMP
work
in
this
way?

15. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

16. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Give shoppers the opportunity to
determine future product ranges,
give them recognition for their
contribution and keep them
informed#

17. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Give shoppers the opportunity to
determine future product ranges,
give them recognition for their
contribution and keep them
informed#
RECOMMENDATION
Provide opportunities for shoppers
to customise and personalise
products#

18. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Give shoppers the opportunity to
determine future product ranges,
give them recognition for their
contribution and keep them
informed#
RECOMMENDATION
Provide opportunities for shoppers
to customise and personalise
products#
RECOMMENDATION
Involve shoppers in creating their
own in-store experience, including
influence over the atmosphere,
design or service provided#

19. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

20. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Facilitate bringing like- minded
shoppers together through
activities and events, online
communities or clubs#

21. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Facilitate bringing like- minded
shoppers together through
activities and events, online
communities or clubs#
RECOMMENDATION
Provide customers up-front with
the benefits in joining your
database and clearly outline what
their information is being used for#

22. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Facilitate bringing like- minded
shoppers together through
activities and events, online
communities or clubs#
RECOMMENDATION
Provide customers up-front with
the benefits in joining your
database and clearly outline what
their information is being used for#
RECOMMENDATION
Give customers the option to
determine how and when they
are contacted by you and abide
by these boundaries#

23. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

24. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Retailers should play an active role in helping shoppers
navigate through all the information available to them.
For example; give shoppers access to honest and
expert opinions, product ratings, or highlight what’s
most ‘popular’ on social media or online#

25. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Retailers should play an active role in helping shoppers
navigate through all the information available to them.
For example; give shoppers access to honest and
expert opinions, product ratings, or highlight what’s
most ‘popular’ on social media or online# RECOMMENDATION
Provide a seamless and helpful
experience from online to in store
and vice versa and utilise
technology to provide a useful
service to shoppers#

26. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Retailers should play an active role in helping shoppers
navigate through all the information available to them.
For example; give shoppers access to honest and
expert opinions, product ratings, or highlight what’s
most ‘popular’ on social media or online# RECOMMENDATION
Provide a seamless and helpful
experience from online to in store
and vice versa and utilise
technology to provide a useful
service to shoppers#
RECOMMENDATION
Provide a service that helps to
solve a customer’s problem,
give them honest advice on
how well your product will suit
their needs, and go the extra
mile to show them how much
you want to help#

27. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

28. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Give customers the opportunity
to genuinely interact with your
products without any pressure to
buy, and demonstrate the
product being made or used#

29. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Give customers the opportunity
to genuinely interact with your
products without any pressure to
buy, and demonstrate the
product being made or used#
RECOMMENDATION
Surprise and delight customers
through unexpected experiences
or special offers such as gifts,
rewards or sampling#

30. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Give customers the opportunity
to genuinely interact with your
products without any pressure to
buy, and demonstrate the
product being made or used#
RECOMMENDATION
Surprise and delight customers
through unexpected experiences
or special offers such as gifts,
rewards or sampling#
RECOMMENDATION
Give your shoppers a sensory journey
through activations such as distinctive
fragrances, creative and inspiring in-store
designs, or customised music, to
differentiate and reflect your brand identity#

31. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014

32. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Use loyalty programs to make
your customers feel truly valued;
reward points and special offers
continue to be highly regarded
by shoppers#

33. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Use loyalty programs to make
your customers feel truly valued;
reward points and special offers
continue to be highly regarded
by shoppers#
RECOMMENDATION
Earning loyalty goes beyond a
loyalty card; initiate meaningful
and helpful gestures, services
and experiences#

34. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
RECOMMENDATION
Use loyalty programs to make
your customers feel truly valued;
reward points and special offers
continue to be highly regarded
by shoppers#
RECOMMENDATION
Earning loyalty goes beyond a
loyalty card; initiate meaningful
and helpful gestures, services
and experiences#
RECOMMENDATION
Surprise your customers with
unexpected rewards or treats
when they visit#

35. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
“…I’m very excited to be part of creating
Better shopping experiences…”

36. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
2014
Pla=num
Sponsor
Thank
You
Erica
van
Lieven
Managing
Director,
Direc'onFirst
Australia
Helen
Bakewell
Strategic
Research
Manager,
AMP
Capital
Shopping
Centres
Australia

37. The
Fes'val
of
NewMR
2014
would
not
be
possible
without
our
sponsors.
Thanks
to:
Our
Pla'num
Sponsor
for
2014
Silver
Sponsors
Session
Sponsors
Media
Partner
Fes'val
Supporters
• Schlesinger
Associates
• GMI
• krea
The
Fes'val
of
2014

38. Erica
van
Lieven,
Helen
Bakewell,
Australia
Fes=val
of
NewMR,
December
2014
Erica
van
Lieven
Managing
Director,
Direc'onFirst
Australia
Helen
Bakewell
Strategic
Research
Manager,
AMP
Capital
Shopping
Centres
Australia
Email:
erica.vanlieven@direc'onfrst.com
Web:
www.direc'onfirst.com
Twi^er:
@erica_dfirst
LinkedIn:
linkedin.com/in/ericavanlieven
Email:
helen.bakewell@ampcapital.com
Web:
www.ampcapitalshoppingcentres.com.au
LinkedIn:
au.linkedin.com/pub/helen-­‐bakewell/19/566/b47
Thank
You