Creating the Ultimate Customer Journey Dublin

1. From nomads to narcissists - the
Future of the Retail Experience

2. Working with the trends
and technologies that
make a difference
Research into the
impact of digital
disruption
Workshop and create
innovative solutions
for brands
Supporting
meaningful
businesses

3. In the next 30 minutes
I Shop, Therefore I Am – understanding the
psychology of shopping
Taking us to 2020 and beyond
1. Up close and personal
2. Pressing the story button - making retail mean more
3. Shopping on steroids though digital
4. Customers who make and break

4. How can you predict the future?
1. Understand how humans actually behave (they
have brains, not just clicks)
2. Know the field – inside out (understand the
trends and collect the case studies)
3. Adopt a scientific approach (test and learn, and
then test again)
4. Distinguish signal from noise (look for long-term
rather than fads)

6. What is a consumer?
“A shopper, a chooser, a communicator,
a character explorer, a pleasure seeker,
a rebel, a victim, an activist, and a
citizen…A consumer is an artist whose
purchases are the brushstrokes of an
ongoing cultural process” (Michael
Thomas, 2000).

7. There’s three things that shoppers always
need, now and forever
Value for money Strong self-esteem A social experience

8. Value for money makes customers feel like
they’re in control
“When the light starts to flash, mothers
sometimes abandon their babies.
Shoppers have pushed clerks up onto
counter tops and ripped merchandise
to shreds.... When they miss a special,
some shoppers berate the store's
employees. Others steal tagged
merchandise from the carts of their
more successful rivals. In April, two
women vying for discounted jelly beans
at Mr. Reed's store began throwing
punches. Money and keys "went
everywhere," marvels Mr. Reed.” (Wall
Street Journal, 1987 referring to K
Marts ‘blue-light specials’)

9. If you’re regularly boosting self-esteem your
customers will think you care
“We consume not only to
create some impressive
exterior, but also to alleviate
interior psychological pain.”
Cornell university 2010

10. And shopping is an inherently social
experience… …we ‘mall’.

11. And this will only increase as we live more
digital lives
0.6%
17.8%
47.7%
46.2%
42.4%
40.1%
37.7%
33.9%
31.9%
I get inspired by images of products shared by others
I like to get recommendations from friends
Social networks help me find out what is current and popular
I get special offers on social networks
I like to get a second opinion from friends
I like to look at brand pages on social networking sites
I watch videos of how products or services work
You can access good content on social networking sites
I like to get recommendations from trusted experts on social networking
I like to see what celebrities are wearing/doing/where they are going etc..
Source: Havas Media, September 2013 (342). Why do you use social networks to get ideas and inspiration for purchases?
36.8%
43.3%
Other
sites

12. Create a commerce phenomenon by ticking
all the psychological boxes

13. Getting up close and
personal.
Over the next 10 years, data will become the
most valuable asset that marketers own.
Retailers will need to create the most personal,
relevant experiences or run the risk of losing
consumer’s interest.

14. Social and digital data can get us closer
to shoppers than ever before

15. Listening to and predicting behaviour is
just the start

16. Retail brands and robots will learn what you
look like, where you go, how you shop…

17. Pressing the story button
– making retail mean more.
John Lewis has taught us of the power of
storytelling and the benefits are well
documented. But that’s not enough. Over the
next five years they’ll need to play a more active
role in the personal and collective wellbeing of
us all.

18. Getting emotional will count even
more in the future
3 in 8 people love
brands more than
they love their
spouses or kids
(Neuroscientist Dr.
Paul Zak, 2014)
BBC are busy testing all
their content for emotional
response to identify the right
way to engage viewers
Brands like Coors Light are
using neuroscience and
‘brain hats’ to work out
exactly what type of
humour to use
OKCupid this year
famously conducted
experiments with bad
matches and honesty
levels

19. But this is the
problem

20. Less than 20% of social media
stories generate emotional response
16272

21. Meaningful brands outperform the stock
market by 120%
Today
Aspirational – highly
Creative brands who portray a lifestyle
(i.e. TV campaign ‘me styled by me’
Cost-advantage Differentiation Make a difference
Tomorrow
Functional – driven by price
and convenience, little if no brand-building.
Relies on DR and PPC activity for salience.
Meaningful– increases
brand equity and loyalty by making a
positive impact to peoples’ lives (i.e.
Dine in for a Tenner, Shwapping,
Leading Ladies)

22. Making an impact on people’s lives , not
just their wallets

23. Shopping on steroids.
There will be no such thing as an ‘online’ or
‘offline’ customer journey… brands will need to
act like entertainment brands, and provide fully
digitised experiences.

24. Digital relationships are evolving
Technology has moved from something we used to be scared
of, to something we’re scared of living without

25. Merging on and offline worlds

26. Be the future brand that consumers will
store in their memories

27. (For good and bad reasons)

28. Customers who make and
break things
Over the next 5 years access to software and
iterative hardware will mean that real people will
be creating alongside us, and they may have
better ideas (and solutions). The retail brands
that thrive, will fuel this new form of digital
savviness.

29. The next big creative innovations are going to come
from ‘them’ (not us!)

31. And real people are getting better at
making and breaking things

32. But these are things happening today, so
we need to start thinking about tomorrow

33. @keano81 amy.kean@havasmedia.com