The FITCH Key Trends presentation outlines fundamental shifts in consumer behaviour that we observe in sectors and markets across the world. It also highlights specific ways that brands and retailers can tap into these dynamic trends and provides best-practice examples as a springboard for future innovation.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
This deck was presented at Cosmoprof North America in Las Vegas on July 29, 2018. By 2020, today's teens will be the largest group of shoppers worldwide, accounting for 40% of the U.S., Europe and BRIC shopper base. The needs, behaviors and expectations of this group will influence the future of mainstream retail. Global design consultancy FITCH will share proprietary insights about Gen Z - the most culturally diverse, digitally connected generation to date and retail's biggest challenge yet. Learn what shopping attitudes, motivations and behaviors of Gen Z make them so different from other generational cohorts. Discover how retailers and brands engage with this new kind of shopper who pays less attention but has a sharper and hyper-informed eye. Explore the distinct strategies and tactics retailers can employ to attract Gen Z with seamless and highly commercial experiences.
Consumers are shaping the way we shop like never before with their desire to explore, learn, experiment and communicate, pushing brands to connect with some of the most vital elements of human nature.
Explore the power of brands that turn storytelling into 'story doing' giving customers the freedom to create their own experience alongside the brand. This increases interaction and reinforces trust and loyalty, turning the serious business of shopping into the serious business of play.
Aprons and Algorithms - The Future of Retail ExperiencesFITCH
Continuous thinking is the undeniable future of all things retail - understanding how "share of experiences" leads to happier customers will create a future proof and distinctive proposition. This was presented at the Global Retail Forum in Miami, FL on May 6th, 2016 by Tim Greenhalgh.
Unstoppable. The tech revolution is here, adapt or die.FITCH
Tim Greenhalgh's presentation as part of a panel at BCSC 2014. The panel explored the evolution of technology, what it means for the retail property sector and what’s around the corner in terms of new technology development.
The panel was chaired by Sean Curtis, Land Securities and also included Saurabh Sethi, GSMA and Patrick Gallagher, CitySprint.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
This deck was presented at Cosmoprof North America in Las Vegas on July 29, 2018. By 2020, today's teens will be the largest group of shoppers worldwide, accounting for 40% of the U.S., Europe and BRIC shopper base. The needs, behaviors and expectations of this group will influence the future of mainstream retail. Global design consultancy FITCH will share proprietary insights about Gen Z - the most culturally diverse, digitally connected generation to date and retail's biggest challenge yet. Learn what shopping attitudes, motivations and behaviors of Gen Z make them so different from other generational cohorts. Discover how retailers and brands engage with this new kind of shopper who pays less attention but has a sharper and hyper-informed eye. Explore the distinct strategies and tactics retailers can employ to attract Gen Z with seamless and highly commercial experiences.
Consumers are shaping the way we shop like never before with their desire to explore, learn, experiment and communicate, pushing brands to connect with some of the most vital elements of human nature.
Explore the power of brands that turn storytelling into 'story doing' giving customers the freedom to create their own experience alongside the brand. This increases interaction and reinforces trust and loyalty, turning the serious business of shopping into the serious business of play.
Aprons and Algorithms - The Future of Retail ExperiencesFITCH
Continuous thinking is the undeniable future of all things retail - understanding how "share of experiences" leads to happier customers will create a future proof and distinctive proposition. This was presented at the Global Retail Forum in Miami, FL on May 6th, 2016 by Tim Greenhalgh.
Unstoppable. The tech revolution is here, adapt or die.FITCH
Tim Greenhalgh's presentation as part of a panel at BCSC 2014. The panel explored the evolution of technology, what it means for the retail property sector and what’s around the corner in terms of new technology development.
The panel was chaired by Sean Curtis, Land Securities and also included Saurabh Sethi, GSMA and Patrick Gallagher, CitySprint.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Gen Z Shopping: Designing retail for the constant state of partial attentionFITCH
Meet the most complex yet most critical shopper of all time – Generation Z.
By 2020, today’s 14-19 year olds will be the largest group of consumers worldwide, making up 40% of the US, Europe and BRIC countries, and 10% in the rest of the world. The needs and behaviours of this group will inform not only the next generation of shoppers, but the future of mainstream retail.
So, how do retailers and brand owners engage with a new kind of shopper, who pays less attention but with a sharper and hyper-informed eye? There have been many observations on the lifestyle and digital dexterity of Gen Z (current 14-19 year olds), but until now, their shopping habits have remained unobserved.
In this paper, FITCH not only defines who Gen Z shoppers are, but also clarifies their distinct retail behaviours and offers strategies for retailers to attract them with seamless and highly commercial experiences.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
The Peaks of Shopping - Creating a rollercoaster of emotionsFITCH
Is your customer journey flat? FITCH partnered with global payments leader Worldpay to unpick the complexities of modern retail. We surveyed 2500 UK consumers and looked at how retailers can use "peak-end rule" to generate greater experiences in-store
As the formerly discreet worlds of Physical, Human, and Digital aggregate in a new shopping future, what does the end-game look like for retail? What is beyond the current omnichannel rhetoric? With proven, thought-provoking style, Christian Davies assess the way forward for retailers and brands as they attempt to navigate this challenge. The hypothesis is a simple one: that the combination of Physical, Human and Digital touch points results in an Experience Signature unique to every brand. Davies outlines not just why Experience Signatures matter, but why strategically addressing them will be critical for the future of retail. Presentation given at NRF 2015 in New York City on Jan. 13th.
The Roaring Twenties: How Global Retail Brands Will Stay Relevant in 2020FITCH
The ‘Roaring Twenties’ refers to the decade of the 1920s - a time of economic prosperity. Social, artistic and cultural excellence reigned, jazz blossomed, fashion changed and women got the vote. We’re hopeful for a similarly transformative decade, but with many retailers closing in 2019, how can we ensure we stay relevant? The 15 global FITCH studios collaborated to unpack best-in-class retailers and what it could all mean for retailers in 2020. We’re pleased to present this summary of our findings.
Shaping seamless retail with unique Experience SignaturesFITCH
The search for the elusive seamless retail offer should begin with an understanding of the Physical, Human and Digital (PHD) dynamics of each and every shopping experience.
FITCH believes that retailers and brands need to look beyond ‘just digital’ in order to create a ‘unique experience signature’ to build competitive advantage.
The rollercoaster of emotions: How brands and agencies can enjoy the rideFITCH
Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. They are part of what makes humans, human.
Our emotions also make us an endlessly frustrating group of people for brands trying to stand out and connect. But it can be done. In this session, Darren Watson, FITCH ECD Asia Pacific will explore how brands can use experiences to create emotional connections that are playful, thought-provoking and unlock the human element essential to success in physical and digital brand interactions.
From Nike Rise harnessing the passion of a new generation of Chinese basketball players, to Merrell’s use of VR to take wannabe hikers into the wilderness and M&M’s World Store Shanghai, which turns a candy store into a theatrical experience, Watson will demonstrate the powerful human connections that can be created.
How can you create an omni-channel path for buyers using physical, human and digital elements? And how can you create your own unique experience signature? Alasdair Lennox, ECD for FITCH EMEA presents at Offline/Online conference in Moscow -March 2015.
This is the Modern East: situated at the world’s crossroads and comprised of diverse, mobile and ready to engage people living in a region with the world’s most international population, the world’s most visited mall and its busiest airport.
In this modern setting, there are huge opportunities for brands prepared to break barriers to connect with customers in a modern approach, going beyond traditional calligraphy and visuals to create agile and creative experiences. FITCH Design Director Jimmy Kmeid will explore the richness of Arabic design and its use in a modern context, demonstrating how brands can build both local resonance and universal relevance to make them fit for the global stage.
Women are responsible for 80% of purchasing decisions and yet 76% feel that brands do not represent them. We think it's time to change that. Which is why we've been running the 21st Century Woman initiative, looking at the mindset of this audience and how brands speak to her.
As part of this, we brought together a number of women, outside of the advertising industry, to find out their views on the big pieces of work showcased at the Cannes Lions International Festival of Creativity.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
Matt Bell, Head of Digital Strategy at MEC UK, gathers inspiration from outside the big 'hero' wins of Cannes Lions and asks marketers and agencies some key questions that are raised by the trends….
Internet of Things - Forum Retail & GDO Milan by Joanna GawędaPiotr Strus
Internet of Things – Google Glass & Beacons in Retail. During Forum Retail & GDO in Milan on November 25, 2014 Comarch has shown innovative approach to Loyalty, where new technologies are used for quick customer inside identification. Presentation has been held by Joanna Gawęda, Comarch European CRM & Marketing Director. For more information please visit www.loyalty.comarch.com
Gen Z Shopping: Designing retail for the constant state of partial attentionFITCH
Meet the most complex yet most critical shopper of all time – Generation Z.
By 2020, today’s 14-19 year olds will be the largest group of consumers worldwide, making up 40% of the US, Europe and BRIC countries, and 10% in the rest of the world. The needs and behaviours of this group will inform not only the next generation of shoppers, but the future of mainstream retail.
So, how do retailers and brand owners engage with a new kind of shopper, who pays less attention but with a sharper and hyper-informed eye? There have been many observations on the lifestyle and digital dexterity of Gen Z (current 14-19 year olds), but until now, their shopping habits have remained unobserved.
In this paper, FITCH not only defines who Gen Z shoppers are, but also clarifies their distinct retail behaviours and offers strategies for retailers to attract them with seamless and highly commercial experiences.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
The Peaks of Shopping - Creating a rollercoaster of emotionsFITCH
Is your customer journey flat? FITCH partnered with global payments leader Worldpay to unpick the complexities of modern retail. We surveyed 2500 UK consumers and looked at how retailers can use "peak-end rule" to generate greater experiences in-store
As the formerly discreet worlds of Physical, Human, and Digital aggregate in a new shopping future, what does the end-game look like for retail? What is beyond the current omnichannel rhetoric? With proven, thought-provoking style, Christian Davies assess the way forward for retailers and brands as they attempt to navigate this challenge. The hypothesis is a simple one: that the combination of Physical, Human and Digital touch points results in an Experience Signature unique to every brand. Davies outlines not just why Experience Signatures matter, but why strategically addressing them will be critical for the future of retail. Presentation given at NRF 2015 in New York City on Jan. 13th.
The Roaring Twenties: How Global Retail Brands Will Stay Relevant in 2020FITCH
The ‘Roaring Twenties’ refers to the decade of the 1920s - a time of economic prosperity. Social, artistic and cultural excellence reigned, jazz blossomed, fashion changed and women got the vote. We’re hopeful for a similarly transformative decade, but with many retailers closing in 2019, how can we ensure we stay relevant? The 15 global FITCH studios collaborated to unpack best-in-class retailers and what it could all mean for retailers in 2020. We’re pleased to present this summary of our findings.
Shaping seamless retail with unique Experience SignaturesFITCH
The search for the elusive seamless retail offer should begin with an understanding of the Physical, Human and Digital (PHD) dynamics of each and every shopping experience.
FITCH believes that retailers and brands need to look beyond ‘just digital’ in order to create a ‘unique experience signature’ to build competitive advantage.
The rollercoaster of emotions: How brands and agencies can enjoy the rideFITCH
Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. They are part of what makes humans, human.
Our emotions also make us an endlessly frustrating group of people for brands trying to stand out and connect. But it can be done. In this session, Darren Watson, FITCH ECD Asia Pacific will explore how brands can use experiences to create emotional connections that are playful, thought-provoking and unlock the human element essential to success in physical and digital brand interactions.
From Nike Rise harnessing the passion of a new generation of Chinese basketball players, to Merrell’s use of VR to take wannabe hikers into the wilderness and M&M’s World Store Shanghai, which turns a candy store into a theatrical experience, Watson will demonstrate the powerful human connections that can be created.
How can you create an omni-channel path for buyers using physical, human and digital elements? And how can you create your own unique experience signature? Alasdair Lennox, ECD for FITCH EMEA presents at Offline/Online conference in Moscow -March 2015.
This is the Modern East: situated at the world’s crossroads and comprised of diverse, mobile and ready to engage people living in a region with the world’s most international population, the world’s most visited mall and its busiest airport.
In this modern setting, there are huge opportunities for brands prepared to break barriers to connect with customers in a modern approach, going beyond traditional calligraphy and visuals to create agile and creative experiences. FITCH Design Director Jimmy Kmeid will explore the richness of Arabic design and its use in a modern context, demonstrating how brands can build both local resonance and universal relevance to make them fit for the global stage.
Women are responsible for 80% of purchasing decisions and yet 76% feel that brands do not represent them. We think it's time to change that. Which is why we've been running the 21st Century Woman initiative, looking at the mindset of this audience and how brands speak to her.
As part of this, we brought together a number of women, outside of the advertising industry, to find out their views on the big pieces of work showcased at the Cannes Lions International Festival of Creativity.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
Matt Bell, Head of Digital Strategy at MEC UK, gathers inspiration from outside the big 'hero' wins of Cannes Lions and asks marketers and agencies some key questions that are raised by the trends….
Internet of Things - Forum Retail & GDO Milan by Joanna GawędaPiotr Strus
Internet of Things – Google Glass & Beacons in Retail. During Forum Retail & GDO in Milan on November 25, 2014 Comarch has shown innovative approach to Loyalty, where new technologies are used for quick customer inside identification. Presentation has been held by Joanna Gawęda, Comarch European CRM & Marketing Director. For more information please visit www.loyalty.comarch.com
A Very British Black Friday: The Real Winners and LosersFITCH
Black Friday is perceived as a frantic one-day sale, when shoppers lose control in the fight for bargains and retailers move mountains of stock to get a good chunk of Christmas sales in the bag.
This study on Black Friday in Britain shows that the reality is somewhat different. While there will always be a small proportion of shoppers willing to fight for a bargain, the majority are sensible human beings happily buying online, at home.
The losers are the retailers. Black Friday discounts drive shoppers to open their wallets earlier, but not necessarily deeper, so the idea that they are a major boost to UK Christmas spending is flawed.
Find out about our predictions for the future of Black Friday in Britain, and our recommendations for what retailers should really be focusing on.
Bright Lights, Big City, Small Boxes: Designing for urban shoppers FITCH
Lowe’s opened its first Manhattan locations in September 2016. To adapt to a city environment, FITCH and Lowe’s studied the urban consumer, creating customer journeys and product selections based on “New York Norms”.
Transformational, emotional and seamless; three macro-trends shaping retail today.
Speaking at NACS Xtreme 2014, FITCH Associate Strategy Director Michael Stephenson examines these trends and the importance of physical, human and digital tools to retailers.
As the global retail sector sees shifts in consumer behaviour retailers must stay ahead of the factors influencing fast-changing market.
We have compiled a trend report which identifies eight key IT, cultural and social trends driving change in the retail sector in order to identify short-term customer opportunities in the run-up to 2020.
Making a first good impression is a must. From friendship to love – not to mention professional relationships – that first projection of the self can be critical. These make or break moments can of course be engineered, thank goodness. From the age old use of fashion and beauty to the plethora of social media platforms and apps that make us look our best today, the options are becoming endless, both physically and digitally.
With the advent of virtual reality, it’s become so much easier to project something that may not really be there, whether it's a killer whale splashing through a gymnasium, a holographic human rights march, or even exploring your new IKEA kitchen from a child’s perspective. Technology isn’t just enabling virtual realities; in some cases it's making us question it entirely.
Senior Strategist Dominique Bonnafoux presented Trompe l'Oeil and The Art of The Lasting Impression at Eurobest 2016 in Rome.
FITCH Fuel - The Future of Malls in SingaporeFITCH
We’ve all read the headlines: “Singapore’s shopping malls are dead”. And we’ve all seen the grim stats to back it up: falling occupancy rates, declining revenues, and an ever increasing supply of new retail space coming online in the coming years. But are Singapore’s malls really dead? Or is there still some life left in them? And if so, what can be done to reinvigorate Singapore’s once vibrant shopping malls? Join FITCH, a global retail design and brand experience consultancy, for a provocative discussion about the future of shopping malls in Singapore.
What can retailers learn from emotion-fuelled music festivals?
Experiences can make the difference for brands. Just look at the growth of the UK live music scene, compared to other parts of the industry that continue to struggle. With more people than ever going to see and experience live music, it's seen as the primary cash generator for the music industry. As we place more value on doing things and connecting socially, bricks & mortar retail could probably learn a lot from the live music scene. FITCH ECD Alasdair Lennox argue that it’s time for physical retailers to think a bit more rock 'n roll, looking at three ways retailers can be inspired by the Glastonbury Festival to create an exceptional retail experience.
Dynamic Column Masking and Row-Level Filtering in HDPHortonworks
As enterprises around the world bring more of their sensitive data into Hadoop data lakes, balancing the need for democratization of access to data without sacrificing strong security principles becomes paramount. In this webinar, Srikanth Venkat, director of product management for security & governance will demonstrate two new data protection capabilities in Apache Ranger – dynamic column masking and row level filtering of data stored in Apache Hive. These features have been introduced as part of HDP 2.5 platform release.
How do we deal with the new retail paradigm? Dominique Bonnafoux, senior strategist, walk us through the latest trends in personalisation, experience and convenience. This was presented at Pulse London on May 16th.
SAS - Hortonworks: Creating the Omnichannel Experience in Retail webinar marc...Hortonworks
Only 23% of businesses can integrate customer insights in real-time. Learn how to change that. Join us to hear from industry experts on how to transform your organization’s data into the best omnichannel customer experience. Through this webinar, participants will hear how one retailer, with over 5 million customers and 750 brands, developed precise customer lifetime models using trusted data and delivered personalized promotions at scale. Through a single customer view and customer analytics, the retailer was able to quickly learn what changes needed to be made to improve the customer buying journey, and make those changes rapidly and effectively.
Presenters : Dan Mitchell, Director of Global Retail and CPG Practice at SAS, Eric Thorsen, VP Retail at Hortonworks
Today's shoppers exist in a world that moves at an unparalleled and relentless pace. It's time to accept that the store can no longer stand still and, in fact, is never truly “finished.” Brands perceive they can’t afford to experiment when the truth is, they can’t afford not to. Retailers have to be responsive and experimental--that’s agile retail. They have to think like startups and embrace the Silicon Valley approach to 'fail first, fail fast, learn and iterate.’ The good news is technology is emerging to enable agile retail. What’s missing are the tools and processes to disrupt and revolutionize the store design process. In this session, FITCH will debut new methodology that brings agile concepts to the market, present real life examples of current retailers successfully working this model, and show how stores of the future will embrace this change.
In 2017, more and more corporations are looking to reduce operational overheads in their enterprise data warehouse (EDW) installations. Hortonworks just launched Industry’s first turn key EDW Optimization solution together with our partners Syncsort and AtScale. Join Hortonworks’ CTO Scott Gnau to learn more about this exciting solution and its 3 use cases.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
SapientNitro Insights 2013 - Annual Trend ReportHilding Anderson
This is SapientNitro's annual trend report from 2013. It includes our perspective on the evolution of marketing in the always-on world.
Originally released only to clients, it is now available to the public.
It identifies five major trends which shape 2013:
- Real-time Control: Consumer Behavior is demanding more control over their devices
- Predicting Desire: Building the Infrastructure to Anticipate Consumer Needs in Real Time (analytics + data)
- Continuous Experiences: How Companies Are Blurring the Online and Offline World (the role of Experience)
- Globalization: The Global Marketer and the Rise of the Global Consumer
- International Perspectives (11 questions to 9 different markets).
Content is written by leaders across SapientNitro's 10,000 employees and 30+ global offices and edited by Lauren Cohen and Hilding Anderson.
2015 EMERGING TOP TEN TRENDS
Please see a recent Zenith Report covering 2015 emerging top trends. The report is designed to help brands apply the learnings from these trends in order to enhance consumer experience and ultimately drive ROI.
The top 10 trends include video explosion, proximity marketing, retails scents, social personalisation, custom-fit, photo shop, swipe right to shop, smart sensor, brand storytelling and geotainment.
ZenithOptimedia's 2015 Emerging Top Ten TrendsZenithOptimedia
ZenithOptimedia's selection of the most important changes in technology, communications and consumer behaviour. The report is designed to help brands apply the learnings from our trends in order to enhance consumer experience and drive ROI.
A highly visual and engaging presentation that combines inspiration with innovation. Presented by James Farnell at the offices of Little in Newport Beach - the topic explores innovative and award-winning approaches, technologies and materials that make up todays retail environments. It includes inspiring ways to blend both the physical and digital to create more unique, personalized and engaging retail experiences.
About the Presenter: James Farnell is Creative Director for Little’s Brand Experience Studio based in Southern California, a member of the Retail Design Institute's Board of Directors and currently serves the Institute as International President. He is a retail designer, passionate about creating engaging, memorable experiences across multiple retail categories. His recent projects include the new Active Coastal Lifestyle Brand Bunulu and the ‘Name Your Price’ menu concept for Downtown Credo at Florida Hospital (Award of Honor, AIA Orlando & Award of Merit, AIA Orange County).
Cover Credit: “Hipster (Emoji): This emoji indicates the presence of a typical 20- to 30-year-old with a 1920s-inspired haircut and ocular degeneration (or simply its pretense) requiring thick, dark-rimmed eyewear. A carefully groomed beard suggests experiences such as a vintage-typewriter party or being in a newly gentrified crackhouse-turned-artisan speakeasy. A word of caution: the prototypical hipster possesses no self-awareness, so this emoji is employed only in reference to others. “ Source ‘Our own emojis, designed for life in Ottawa’ OttawaCitizen.com by Bruce Deachman & Andrew King.
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.
This report marks the 20th year of identifying
the 250 largest retailers around the world and
analyzing their performance across geographies,
sectors, and channels.
Over the last 20 years we have seen a seismic shift
in retail and the customers that retailers serve.
Consider that in 1997, the inaugural year of this report,
today’s average Amazon Prime customer was just
16 years old, AOL was pioneering social media, and
handheld virtual pets were the hottest-selling toys.
Today, handheld (or wearable) digital devices are
ubiquitous and a younger, social customer has come of
age. We are living in an era where customers are in the
driver’s seat more than ever before and they are craving
authenticity, newness, convenience, and creativity. We
are living in the customer-driven economy.
A primer on youth culture and commerce in an era of converged media and transformation shaking the foundation of every industry by young adults not conditioned to conform to institutionalized thought.
Inside Retail Academy: Managing Marketing in a Multi Channel Retail EnvironmentACRSMonash
The ACRS team attended Inside Retail Academy’s one day intensive workshop, 'Managing marketing in a multi channel retail environment'. The workshop focused on modern marketing in a fast paced, technology fueled, ever-evolving retail environment.
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
Ecommerce, Marketplaces & Classifieds: Company presentation by Chris Morton, CEO & Co-Founder of Lyst, at the NOAH Conference London 2019, 30-31 October, Old Billingsgate.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
How are changing consumer behaviours shaping the future of grocery retail? What does tomorrow’s shopper care about? How do they shop? Why is the shopping experience changing? Nathan Watts, Creative Director at FITCH presented this deck to attendees at the annual World Food Moscow event in Sept 2019.
Through decades of successful global design projects, FITCH has identified 12 distinct ‘Experience Themes’ – each with its own unique set of emotions and characteristics. The different themes embody four fundamental human needs for Comfort, Belonging, Independence and Progress...read on to find out more.
Future of retail isn't shopping...it's serviceFITCH
With the rise and rise of Amazon, how do brands respond when the rules of retail are being re-written every day? Tim Greenhalgh, Chairman and Chief Creative Officer of FITCH, believes that, to win, service experience must become part of the core essence of every brand.
In association with WPP partners and specifically Brand Z, FITCH has spent the last 12-18 months interviewing key retail leaders and researching consumer attitudes to service across the world. Tim will share the essential ingredients for creating experience that is meaningful, memorable and stirs emotions. He will also exclusively reveal the findings of FITCH’s Future of Shopping research, demonstrating that we can only truly identify the next generation of successful creative strategies by looking at shopping through a consumer lens.
First presented at Retail Leaders' Circle Dubai by Tim Greenhalgh.
Your Pack on the Rack: The five rules of packaging designFITCH
"Packaging is the most overlooked and under-utilised marketing channel." Dominic Twyford on how to encourage a distinct, empathetic and consumer-centric approach through great packaging design.
AR: Augmenting the Retail Customer ExperienceFITCH
Technical Director Marc Lamothe and Technical Lead Kam Liu explored the fundamental concepts of AR, real-world use-cases, and what the future holds for this exciting new platform.
How to create a future of work where we place people at the heart.
Stephen Pill, digital strategy director, shares his strategic insights into the generation spanning behavioural changes that are impacting all aspects of society, he explores with us how the world is becoming more experiential, and how applying retail design principles to the workplace can help people achieve their goals in this new world.
The Joy of Work was presented at Worktech 2017 in Singapore.
Stirring Emotions - Making the Human ConnectionFITCH
Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. When tapped in to, our emotions allow brands to connect in a more relevant way. It is a known fact that consumers are more likely to purchase when they connect emotionally to a brand. Brands and retailers need to translate this understanding of people into an enhanced brand experience which stirs emotions. Alasdair Lennox will discuss how to connect with consumers through distinctive experiences, and how these memorable moments build value for brands. He will also share a preview of Group XP’s 2017 Experience Index, which measures the value of brand experience.
It seems you can't buy anything these days without a carefully nurtured story reflecting the provenance, purity or purpose of the brand, replete with a hand-crafted booklet on the blood, sweat and tears it took to bring this product to you. And all you wanted was a coffee. On the surface, all this authenticity and effort is not a bad thing. Indeed, as the mass brands flail in the face of this hipster hurricane, it may be time to ask why we find ourselves drawn to this phenomenon that has created a bigger issue of parity in all corners of retail. Where did the trend of artisanal, bespoke brands come from, and why do they seem to be taking over every category of retail? FITCH unpacks this new direction of retail and share how brands can differentiate themselves in a world of hipster take-over.
Is it in our nature to be generous? FITCH has been studying brands and generosity for the last 6 years and uncovered ways in which creatives and brands need to use different parts of the brain to unlock empathy in an increasingly disjointed and disrupted world.
FITCH Chairman and Chief Creative Officer Tim Greenhalgh will examine the spectrum of generosity, from mean and cynical behavior, to give and take, to those brands that give freely. He’ll outline the dynamics of a great and generous experience and answer the $1,000,000 question: does being generous and offering great experiences for customers make brands money? The good news is, yes.
The Store recently held a webinar with FITCH London covering “A Very British Black Friday”. Black Friday is perceived as a frantic one-day sale, when shoppers lose control in the fight for bargains and retailers move mountains of stock to get a good chunk of holiday sales in the bag.
This session was based on FITCH’s report that the Black Friday shopping phenomenon in Britain, shows the reality is somewhat different. EMEA ECD Alasdair Lennox and EMEA Strategy Director Aaron Shields showed the real losers in this game are retailers.
Black Friday discounts have driven shoppers to open their wallets earlier, but not necessarily deeper, so the idea that they are just a major boost to UK holiday spending is flawed. While a small proportion of shoppers will always be willing to fight for a bargain, the majority are sensible shoppers happily buying online, at home.
Lennox and Shields demonstrated that the long-term winners will be brands that shift their mind set from the hard sell to helping consumers to buy, offering a continuous experience online and in-store.
Don't be a Designosaur: How to avoid creative extinctionFITCH
Over the last 20 years, the creative industries have evolved from analogue to digital to social and then mobile. And now here we are, running headlong into an omni-channel world. Exciting stuff. But how does an agency ECD avoid extinction in a world increasingly ruled by Generation Z, Generation Y, Millennials and Centennials? What’s the future for creative leadership in an ever-shifting landscape?
Alasdair Lennox, ECD EMEA presented this at Eurobest 2015 and Goafest 2016. Watch it here: https://www.youtube.com/watch?v=NEKnRLuxqiI
How to identify customer pain points and create agile solutions that will ensure long term health for your brand? Alasdair Lennox walk us through innovation in retail at the 2016 Online & Offline Retail forum in Moscow.
2. Insights Processes
The FITCH Insights team constantly monitor and analyse trends in consumer
behaviour
By working across the FITCH global network we observe these patterns in markets
worldwide
We interpret these trends to provide clients with relevant insights
The priority of these insights is to inspire tangible improvements to the customer
experience
Applied solutions are guided by best-practice examples from around the world
4. 4
NEW BEHAVIOUR
To stand out and resonate with
increasingly connected,
transmedia-savvy shoppers,
brands are beginning to mix
facts with playful storytelling to
emotionally engage with their
customers and entertain them
with compelling experiences.
Marvelism
Yayoi Kusama & Louis Vuitton - Selfridges, London
10. 10
SK Telecom Smart Cart, South
Korea
Mobile Minute
NEW BEHAVIOUR:
Shoppers are increasingly
not prepared to wait. They
have a world of digital choice
at their fingertips and want to
conveniently locate and
explore products and
services whenever and
wherever they happen to be.
16. 16
NEW BEHAVIOUR:
News and views are shared
faster each day and trust has
become a key currency.
Brands must be more than
open; they must be
transparent, even to the point
of sharing their imperfections,
because deception is quickly
exposed.
Trust Worthy
Dominos Tracker Billboard, Times Square, NYC
22. 22
NEW BEHAVIOUR
Companies are collaborating
with consumers, enabling
them to create the items they
desire, to realize their
individual creative ideas and
to interweave their own
unique stories with those of
their favorite brands.
Creator Culture
Bite Lip Lab, New York
28. 28
NEW BEHAVIOUR:
As consumers’ lifestyles
become ever more
pressured and hyper-
connected, many are
seeking a moment of
repose. They are looking to
cut through the noise and to
achieve balance and focus.
Sensorial
Selfridges, No Noise, London
Within hours of its release Microsoft’s motion-sensing device Kinect was being ‘hacked’ by developers, ranging from a virtual in-store mirror developed for TopShop to a robot remote control device.
After initial reservations the software giant now encourages creativity with existing products and has created the ‘Kinect Accelerator Incubation Program’ to promote Kinect-based start-ups.
Microsoft will is also about to release a commercial software development kit.
Shoe retailer Foot Locker has assembled the world’s largest archive of sneakers by partnering with sneaker obsessives around the world, who photograph their collections and record the history and variations of each pair.
‘Sneakerheads’ can also record their personal sneaker stories, as well as search for related shoes and collections.
But there is no Footlocker branding to be found anywhere on the website itself – enhancing the brand’s credibility with its most revered customers.
In September 2011, Patagonia began a partnership with eBay, asking customers to buy less, buy better quality, and reuse, repair, resell and recycle more.
‘The Common Threads Initiative’ online storefront allows consumers to buy and sell used Patagonia clothing through eBay, whose motto is “the greenest product is the one that already exists.”
Patagonia also promotes this second-hand merchandise on its website, with zero commission.
Oki-ni delivers a new interactive shopping experience through an online video entitled “The Game.”.
The Game is a fully shoppable fashion video, allowing viewers to click on the models and clothing, profile the garments and then click to buy.
In this way a seamless retail journey is created from the familiar medium of video.
Burberry took the digital democratization of fashion to a new level with its Tweetwalk at London Fashion Week in January 2012.
Partnering with Twitter to publish backstage Twitpics of every look before they were sent down the runway – the brand allowed its followers to see the Spring / Summer 2012 collection before the high-profile guests at the runway show.
According to Burberry’s Chief Creative Officer, “Twitter is instantaneous, this collection is all about creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds.”
For its third Samsung Boosted campaign in November 2011, Barbarian Group created a scavenger hunt.
Every few days the ‘Secret Sites’ page revealed a challenge consisting of a URL made up of numbered blanks. These needed to be filled in with corresponding letters, like a game of Hangman, so the participants could work out what the website was.
Clues were posted on Facebook and Twitter to help players find them and the first eligible person who visited the Secret Site won a Samsung Series 7 with 2nd Gen Intel Core i5 Processors.
For its third Samsung Boosted campaign in November 2011, Barbarian Group created a scavenger hunt.
Every few days the ‘Secret Sites’ page revealed a challenge consisting of a URL made up of numbered blanks. These needed to be filled in with corresponding letters, like a game of Hangman, so the participants could work out what the website was.
Clues were posted on Facebook and Twitter to help players find them and the first eligible person who visited the Secret Site won a Samsung Series 7 with 2nd Gen Intel Core i5 Processors.
This ‘Colour Brand Experience Centre’ is a store that sells without selling.
Presented as a walk-in home décor magazine, the store doesn’t sell paint, but instead builds brand familiarity and sells confidence.
DIY home decorating is a new concept in India, so rather than focus on immediate sales, the AP flagship store provides information and inspiration.
In the process, AP becomes the authority on painting and decorating, generating goodwill and loyalty in a rapidly growing market.
The French couturier’s entry into the Indian market in December 2011 was buzz-worthy for more than the usual reasons.
The design of the store and introduction of saris to their product portfolio marked the first time a western luxury brand has modified their offer to enter a developing market.
This effort to achieve local relevance from the beginning, marks a shift in the confidence and ideals of India’s huge and growing middle classes.
The French couturier’s entry into the Indian market in December 2011 was buzz-worthy for more than the usual reasons.
The design of the store and introduction of saris to their product portfolio marked the first time a western luxury brand has modified their offer to enter a developing market.
This effort to achieve local relevance from the beginning, marks a shift in the confidence and ideals of India’s huge and growing middle classes.
Within hours of its release Microsoft’s motion-sensing device Kinect was being ‘hacked’ by developers, ranging from a virtual in-store mirror developed for TopShop to a robot remote control device.
After initial reservations the software giant now encourages creativity with existing products and has created the ‘Kinect Accelerator Incubation Program’ to promote Kinect-based start-ups.
Microsoft will is also about to release a commercial software development kit.
In September 2011, Patagonia began a partnership with eBay, asking customers to buy less, buy better quality, and reuse, repair, resell and recycle more.
‘The Common Threads Initiative’ online storefront allows consumers to buy and sell used Patagonia clothing through eBay, whose motto is “the greenest product is the one that already exists.”
Patagonia also promotes this second-hand merchandise on its website, with zero commission.
For the release of their new album ‘The Future is Medieval,’ UK band Kaiser Chiefs collaborated with Wieden + Kennedy London to create a website that allowed fans to design their own album cover and a bespoke selection of tracks.
Then they went one step further, allowing fans to make money from their creations. After purchasing their own copy for £7.50, every fan could sell it to their friends via a number of social media platforms.
For every album sold, the seller received £1.00.
Shoe retailer Foot Locker has assembled the world’s largest archive of sneakers by partnering with sneaker obsessives around the world, who photograph their collections and record the history and variations of each pair.
‘Sneakerheads’ can also record their personal sneaker stories, as well as search for related shoes and collections.
But there is no Footlocker branding to be found anywhere on the website itself – enhancing the brand’s credibility with its most revered customers.
Shoe retailer Foot Locker has assembled the world’s largest archive of sneakers by partnering with sneaker obsessives around the world, who photograph their collections and record the history and variations of each pair.
‘Sneakerheads’ can also record their personal sneaker stories, as well as search for related shoes and collections.
But there is no Footlocker branding to be found anywhere on the website itself – enhancing the brand’s credibility with its most revered customers.
Shoe retailer Foot Locker has assembled the world’s largest archive of sneakers by partnering with sneaker obsessives around the world, who photograph their collections and record the history and variations of each pair.
‘Sneakerheads’ can also record their personal sneaker stories, as well as search for related shoes and collections.
But there is no Footlocker branding to be found anywhere on the website itself – enhancing the brand’s credibility with its most revered customers.
Shoe retailer Foot Locker has assembled the world’s largest archive of sneakers by partnering with sneaker obsessives around the world, who photograph their collections and record the history and variations of each pair.
‘Sneakerheads’ can also record their personal sneaker stories, as well as search for related shoes and collections.
But there is no Footlocker branding to be found anywhere on the website itself – enhancing the brand’s credibility with its most revered customers.
In September 2011, Patagonia began a partnership with eBay, asking customers to buy less, buy better quality, and reuse, repair, resell and recycle more.
‘The Common Threads Initiative’ online storefront allows consumers to buy and sell used Patagonia clothing through eBay, whose motto is “the greenest product is the one that already exists.”
Patagonia also promotes this second-hand merchandise on its website, with zero commission.