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.

1. @timghalgh @FITCHdesign
TIM GREENHALGH
CHAIRMAN & CHIEF CREATIVE OFFICER
RETAIL LEADERS CIRCLE
MENA
27 MARCH 2018

2. THE FUTURE OF
SHOPPING

3. RETAIL
IS NOT

4. SERVICE
IT’S

5. JOHNLEWISM.VIDEOHILTON
TATALEROYMERLINSELFRIDGES
SAMSUNGTMOBILEMAJIDALFUTTAIM
RETAILWEEKWPPTHESTORE

6. When I ask clients about their
long term strategy for service, the
most consistent answer is…
CEO - THE STORE WPP

7. “…I don’t know”
CEO - THE STORE WPP

8. All respondents agreed that
Service is a priority
Service is changing
HOWEVER

10. …or service that makes you smile

15. but seriously…

16. HELLO
HOW ARE YOU
TODAY?

17. NEXT!

18. THANK YOU
OR
THIEF?

19. IS NO LONGER ENOUGH

20. We should ask ourselves:
How do people want to spend 30 mins
versus what do they want to buy
STEVE LEWIS - CHIEF MARKETING OFFICER
FROM TRANSACTION TO EMPATHY

21. WHAT I CAN BUY
FROM YOU
IT’S NO LONGER
RETAIL = TRANSACTION
THE FUTURE OF SHOPPING IS NOT RETAIL…IT’S SERVICE

22. WHAT I CAN ACHIEVE
WITH YOU
BUT RATHER
SHOPPING = SERVICE
THE FUTURE OF SHOPPING IS NOT RETAIL…IT’S SERVICE

24. EXPERT
SHOPPERS

25. Young people are suspicious of
‘over the top’ service…they want
service that helps make it easy
SENIOR DIRECTOR, INTERNATIONAL CONVENIENCE RETAIL

26. THE FUTURE OF SHOPPING IS NOT RETAIL…IT’S SERVICE
TRANSACTION
THE PURCHASE
REMOVING PAIN POINTS
DESTINATION
COMMUNITY
ENTERTAINMENT
EMPATHY
CONNECTION
JOY

27. Service used to be given as a privilege
It now demanded as an expectation
MAKSIM DEMIDOV - MERCHANDISE DIRECTOR

28. SERVICE
RETURNS
GIFT WRAPPING
REPAIR
EXPERIENCE

29. Service used to be a side dish…
it’s now the main course
STEPHANIE CHOI - GLOBAL VP RETAIL

30. SERVICE
ON-DEMAND
COMMUNITY
DIFFERENTIATION
EXPERIENCE

31. EXPERIENCE
SERVICE
SERVICE
EXPERIENCE
RETURNS
GIFT WRAPPING
REPAIR
ON DEMAND
COMMUNITY
DIFFERENTIATION

32. TIME FOR
SERVICE

33. MARKETING SERVICE
0
2
4
6
8
10
MATURITY
Delivering On
Promises
Already Made
New
Promises

34. Retailers have struggled in moving
from the transactional to the experiential
…because its not what they do
PETER CROSS - DIRECTOR CUSTOMER EXPERIENCE

35. WorkshopCampfirePlayground GymShrines Launchpads
DIFFERENT EXPERIENCES
Driving footfall beyond product
P.H.D

36. WorkshopCampfirePlayground GymShrines Launchpads
What is the role of service?
DIFFERENT EXPERIENCES
Driving footfall beyond product

37. CAMPFIRES

38. RAPHA
CC

39. RAPHA
CC

40. PRUFROCK
COFFEE

41. PRUFROCK
COFFEE

42. WORKSHOPS

43. SPACE 10
IKEA

44. SPACE 10
IKEA

45. NUDIE JEANS
REPAIR SHOP

46. REPAIR CAFÉS
REMAKERY
“It’s a matter of confidence. It’s not magic.
Someone put it together, someone can take it
apart, you only need a Phillips screwdriver and
some knowledge,”

47. Many services are turning into
one-button-push affairs. Automation
commoditises if you are unlucky , but it
can differentiate if you play it smart
STUART FOSTER - VP GLOBAL MARKETING

48. TODAY’S POPULAR BRANDS
=
APP BASED

49. UBERAIRBNBGOOGLENETFLIXAMAZON
=
REVOLUTION IN SERVICE

51. It took Uber
5 years to book its
billionth trip then…
6 months to book its
2nd billionth journey

52. WHY DID HE
GO THAT WAY??

53. GENERATION
‘PICKY’
BB, X, Y & Z
EXPERT SHOPPERS

54. The human touch…
creating a real and personal connection
to people is as important as the digital
PETER CROSS - DIRECTOR CUSTOMER EXPERIENCE

55. removes the pain points
frictionless
Algorithms

56. Algorithms
Aprons
adds the emotion
adds a friction
removes the pain points
frictionless

57. Algorithms
Aprons
&

58. Service should now be
central to the experience
The human touch - not
more people but
reframing their role
Deliver on promises
already made
Technology, not service, has now resolved the pain points
Service can now add the
emotion and stickiness
1
2
3
4

59. @timghalgh @FITCHdesign
TIM GREENHALGH
CHAIRMAN & CHIEF CREATIVE OFFICER
Keep
Serving