Invitation ro the post 80s omnichannel party - ThoughtWorks Live China 2014
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Globally, omnichannel efforts meant retailers and banks focused on products and channels, e.g., ship to store, find in store, checking deposit by mobile. Consumers, particularly Post 80s (also called Gen Y and Millennials), who are exhausted with overuse of digital and mobile including on sites such as Baidu, Tencent, Taobao, are embracing a reverse trend. These little emperors, who are twice as likely to shop with others, crave an ever-changing stream of unique, in-person, experiential events with human face-to-face interaction to talk about and to show off their luxury purchases. See worldwide examples of how “customer experience” is becoming “experiential” as banks transform to cafés and retailers turn their stores into nightclubs, rainforests, and group sleepovers. Learn how others are using Omnichannel to win consumers' time, because where they spend their time, is where they’ll place their money.
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Invitation ro the post 80s omnichannel party - ThoughtWorks Live China 2014
- 1. INVITATION TO THE POST 80S OMNICHANNELPARTY 80 后的全渠道盛宴 Babs Ryan Retail Principal, ThoughtWorks Retail 12 December 2014
- 2. Typical Omnichannel Strategy 典型全渠道策略  分配 Channel 品产 Products 促销 Promotion 客户 Customer 客 向户导 Customer Focus 2012 2013 2014 全渠道客 体 将 注点从位置、 有 品、和价格 移到丰富人 的情感体 上去户 验 关 现 产 转 们 验 Omnichannel customer experience will shift from places, existing products, and price to enriching people’s emotional experiences
- 3. Trend 1 Humanity 一 人性趋势  基于面 面的社区体 得更加重要对 验变 Face-to-face community togetherness is more valuable 千禧一代通 社交 物的概率是其他消 者群体的 倍过 购 费 两 Millennials are twice as likely to shop with others
- 4. Trend 1 Humanity 一 人性趋势  NIKE ：从 鞋商到 建 步 好者的全球社区传统 构 跑 爱 Nike: From selling footwear to building a global community of runners -Yesterday: Nike sold footwear and apparel -Now: Lifestyle/passion focus. Nike+ is runners’ club -11 million runners -6 countries -Reduced ad spend by 40% -Retail sales to $20bn.
- 5. Trend 2 EXPERIENTIAL 二 体 性趋势 验  在什么地方花 ，就在什么地方消时间 费 Where you spend your time is where you spend your money 在充 奇和有趣的活 中完成 行满惊 动 购买 为 We buy where we engage in surprising and fun activities with others - Dior at MoCA Shanghai - Reebok at NYC CVZ contemporary art gallery - Omega pop up museum in Singapore’s Paragon Shopping Centre 珍夜 会和美维 总 术馆 Virgin Atlantic nightclub lighting throughout, bars and art galleries; a party on every flight
- 6. Trend 2 EXPERIENTIAL 二 体 性趋势 验  多 多的伦 ING 行银 咖啡厅 ING Bank Café in Toronto 宜家的 夜狂彻 欢 IKEA Big Sleepover GAP 旗下 Lululemon 的瑜伽班 Lululemon (Gap) Yoga Classes
- 7. Trend 3 ON-SITE INNOVATION 三 店内 新趋势 创  在 体店内 的 客活 和 新 室实 开设 创 动 创 实验 In-store / In-branch hackathons and innovation labs 和消 者一起 新费 创 Innovating where the customer is Photo: Bank Leumi 零售超市 新 室创 实验 Grocery innovation lab 旅行社 Travel agency
- 8. SUMMARY - WINNING IN Omnichannel 总结 - 在全渠道赢  1 数 和移 的使用码 动设备 意味着消 者更加渴望费 面 面社交的机会对 Digital / mobile overload means customers now crave face-to-face socializing. 2 推出 你的消 者互让 费 动 的活 而不是只 注你动 关 的 品和服产 务 Help consumers connect with the people and activities THEY enjoy rather than focusing on your staff and your products. 1 新存在于有消 者的地方，就在创 费 你的 体店、或者 他 享受愉快实 让 们 活 的地方动 Innovate where your customers are, whether it’s in your stores / branches or where they enjoy their favorite activities. 2 客 希望 身体 ，而不只是看户 亲 验 Customers want to DO, not WATCH. 5 抱 化， 先的零售商或者 行拥 变 领 银 是不断推出新 品、新的 下体总 产 线 和活 。 新 持 且快速验 动 创 应该 续 Change often. Retail stores and banks who will win are changing their products, places and events often. Innovate, continually, quickly.
- 9.  START SMALL ACT FASTTHINK BIG Babs Ryan babs.ryan@thoughtworks.com 001 646 831-6471 www.thoughtworks.com/retail
- 10.  START SMALL ACT FASTTHINK BIG Babs Ryan babs.ryan@thoughtworks.com 001 646 831-6471 www.thoughtworks.com/retail
Editor's Notes
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- We are over 2500 people across 6 continents, 12 countries and 29 offices. This means we are able to adapt to our clients, and be where they need us to be, when they need us to be there. It’s not uncommon for a relationship to start in one location, and then move around the world along with our clients’ needs. At any given time we have 20% of our workforce on-the-go and living abroad in a country other than the one where they first became a ThoughtWorker. This means we get this incredible global community of diverse, internationally minded people. We actually know each other because we actually work together. And we are intentional about mining and sharing ideas and practices around the world. From the Global South - where we see a lot of frugal innovation happening - to the Global North, and vice versa, as well as from North-to-North and South-to-South. We also have global delivery centres in India, China and Brazil, where we serve clients in the local markets, as well as clients from around the world.
- When we look back over our 20-year history and think about what has made - and continues to make - our clients so successful, we come up with two key themes that we think have made all the difference. (1) They think big and go after hard problems with big payoffs. They want to lead - not just maintain status quo. (2) They’re not afraid to disrupt their industry, and often to disrupt themselves internally. They go after big things, and they take a bold and completely different approach to getting there. And they tell us that they choose as a partner because we also fit this description.