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Future Retail 2011
- 2. THE FUTURE OFRETAIL 17.06.2011
- 3. “High expectations arethe key to everything”. Sam Walton
- 4. UNDERSTANDING CONSUMER SPENDING POWER
- 18. created by mind,designed by heart
- 19. UNDERSTANDING CONSUMER SPENDING POWER To understandwhat moves a consumer you have to think and act like one.
- 20. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 21. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 22. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 23. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 24. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth store experience product experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 25. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth store experience product experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 26. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 27. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 28. Driven by technology,the web, communities and the search for ever-richer experiences, the world of shopping is undergoing a sweeping transformation.
- 29. So let’s thinkless about real estate, prices, sales per square meter and online stores and start thinking about the entire world as a store; one in which we can easily make instant purchases regardless of time and place.
- 30. • consumers
- 31. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 32. MOTIVE Consumers are incontrol They decide what to buy, where to buy it, when to buy it and how much they want to pay for it. Stores will be everywhere, everything will be available to buy and everyone will be involved in the sale.
- 33. Imagine taking apicture of a pair of shoes, looking them up on the internet, getting them shipped the next day, trying them on in front of the mirror, taking a picture of them and sharing them with all your friends.
- 34. MOTIVE Consumers are incharge. buy anything, anytime, anywhere They decide what to buy, where to buy it, when to buy it and how much they want to pay for it.
- 35. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 36. ORIENTATION How will weshop tomorrow? Where will we go for advice and where will we buy? What service will we expect to receive?
- 37.
- 38. ORIENTATION Retailers become brands Whydo we love them? We can build a relationship. Consumers tend to distinguish themselves through brands. Brands that stand for a certain lifestyle, quality, way of thinking or status.
- 39.
- 40. ORIENTATION Proposition Retailers make promises. Promisesto inform consumers what they can expect from them. However... future propositions will be determined by consumers. The best proposition is the one consumers give to you. You can adjust it, but they have the power (internet, social media) to create a buzz you can never achieve on your own.
- 41.
- 42. ORIENTATION Channels Retailers have muchmore opportunities to communicate with (potential) consumers. The only way to control your own message is to do this integrated. One message, various channels (store/website/webstore/social media/forum)
- 43. Multichannel. The entireworld is a display.
- 44. ORIENTATION Pre-view shopping Some consumersdo shopping research from behind the pc, others do research in stores. Retailers and brands need to be prepared to accommodate both. And even more important... different products categories require different approaches.
- 45.
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- 47.
- 48. what other peoplesay iens.nl -restaurant reviews
- 49. ORIENTATION Service is thenew selling For consumers, time, convenience, control and independence are the new currencies. This need requires retailers to turn many of their 'campaigns' if not all interactions with their customers into broader services. A shift from 'broadcasting' to ‘assisting’.
- 50. It’s more effectiveand efficient to sell more to your existing customers then to keep hunting for new customers.
- 51. From 'broadcasting' toassisting.
- 52. On-line personal shoppingassistent www.trunkclub.com
- 53. Selling the consumersideal Let customers imagine their ideal vacations by describing their desires in terms of location, activities, length of stay and price. A network of approved travel agents can react by offering customized trip itineraries around the customer’s parameters.
- 54. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth store experience product experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 55. STORE EXPERIENCE Every storea flagship store Give customers a reason to visit the store for reasons other than making a purchase. • Treat customer visits as an opportunity to tell the story of the brand • Enable shoppers to discover new products • Create an environment in which customers are encouraged to try products • Treat the retail space as an educational environment, enhancing the pre- and post-purchase experience
- 56. Extension of thebrand - Apple store
- 57. Extension of thebrand - Apple store Clean designed interiors focus on developing a deeper connection with customers through hands-on experiences and one- on-one interactions at the genius bar with staff members.
- 58. Discover all ourproducts - Free Record Shop Create a digital database on-line in stores which enable customers to browse through over 300.000 products. Not in store? Then order on screen and get delivered at home within 24h.
- 59. Retail space becomesfamily entertainment hub - Disney Store Get children excited about going to their stores by providing branded activities and content that encourage families to remain inside the stores longer or visit more often.
- 60. Fascinating cultural centre- National Geographic store A not-to-be-missed travel destination and shopping hub. Offers a totally new experience that entertains and inspires at the same
- 61. STORE EXPERIENCE Complementary Curation Retailersare augmenting their core offerings by bringing other relevant brands and services into their stores. • Feature likeminded brands alongside your own to create a perception about your brand. • Introduce complementary services to enhance your customer’s experience and providing additional reasons for them to interact.
- 62. America Today -American candy and soft drinks
- 63. STORE EXPERIENCE Tablet enabledexperience Leverage technology within the retail environment to provide customized experiences for shoppers based on their particular needs • Staff are freed from cash desk to interact with customers and transactions. • Provide staff with the tools to easily access information within stores. • Give staff an easy way to access previous shopping data purchases. • Transparency by letting customers watch transactions on screen such as inventory searches and checkout.
- 64. Mercedes-Benz - Dealersuse Ipad on sales floor The tablets will provide salespeople with instant access to marketing programs for specific vehicle models, clear overview of available accessories and increased speed and efficiency on the return of lease vehicles.
- 65. STORE EXPERIENCE Modular interiors Treatstore fronts and interiors like stage sets, providing the opportunity to continually reinvent the shopping experience • Use store displays as a means of highlighting collaborations that enhance brand perception and allow brands to share a point of view. • Implement a flexible interior to allow the introduction of entertainment experiences into the retail environment. • Retailers that don’t have a flexible retail space can consider a pop-up space in which their customers can test, trial, and be entertained.
- 66. Pop-up store -Nike London Features 12 modular, wheeled units that resemble tiered stadium bleachers. The benches can be used for seating during events or arranged to create multi- level table-top displays for merchandise.
- 67. Pop-up store -Illy Bringing that ‘Illy’ feeling to the customer.
- 68. STORE EXPERIENCE Mobile stores Areasof the local community could benefit from a mobile service offering. • Provide customers with a feeling of excitement and exclusivity by notifying them about new retail locations on a consistent basis. • Deliver unique experiences based on a particular location or event. • Engage your customers on their turf. • Utilize a mobile retail presence as an extension of your physical space to offer a curated, relevant selection of products and services
- 69. Go Burger MobileStore - New York The Go Burger Truck drives on the streets of Manhattan as a means of promoting the food at its soon to open chain of restaurants by the same name. The truck operates around the city seven days a week, tweeting its location to customers who are fans of haute burgers, hot dogs, fries and shakes.
- 70. STORE EXPERIENCE Show andshare Social networks and connected instore appliances enable shoppers to receive real-time feedback from friends and like-minded fans. • Add wireless internet access to the store, enabling customers to share information with their network that is validating their purchase. • Include social networking into your retail site, allow sharing. • Provide the tools for consumers to capture and share pictures and experiences in the retail environment.
- 71. Store camera connectsto Facebook - Diesel store
- 72. Go try iton community Ask online community for advice
- 73. Share - over3 million people like it
- 74. motive orientation need brand(s) want proposition occasion channels impulse price service location consumer moments of truth product experience store experience store mechanics enjoying the product visual merchandising using the product product giving the product service service promotions other
- 75. PRODUCT EXPERIENCE Keeping customersclose Most important thing for the future is building a long lasting relationship with your customers. As said before... It’s harder to gain new customers then to keep the old ones.
- 76. PRODUCT EXPERIENCE Keeping customersclose After the purchase we have to stay in touch with our customers. • Give them a platform to review and share (positive or negative). • Give them a reason to come back to your store (on- and off-line). • Innovate your products to tell them something new. • Create new user moments. • Cross and upsell like crazy. • Create brand friends. • Always avoid discussions with customers. Remember, they have the power.
- 77. customer platform share experience,review and interact
- 78. Reason to comeback Sears VIP night family and friends
- 79. Innovate your products Alwayssomething new to tell
- 80. Create new usermoments Always something new to tell
- 81. Cross- and upsell purchasemore, upgrade, consume!
- 82. Create and stimulatebrand friends the best ambassadors ever
- 83. Customer is king neverargue with a customer
- 84. KEY FINDINGS • Increasedaccess to the mobile web is freeing the retail experience from the confines of the physical and traditional online environment, allowing shopping to take place virtually anywhere. • Creating a flexible in-store environment through design, product offerings and promotions, ensures that each visit will feel like a brand new experience.
- 85. KEY FINDINGS • Ina connected world where access to information is fluid and transparency is the expectation, retailers must actively take part in the conversation, otherwise their customers will do so without them. • Physical stores still provide the best means to communicate with customers and offer a brand experience.
- 86. In the newcustomer-centric approach to retail, retailers need to continually find ways to lower barriers to purchase and be prepared to make a sale whenever and wherever a customer is ready...
- 87. UNDERSTANDING CONSUMER SPENDING POWER
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