Robert Flavin & Eoghan Phelan, V360 : Retail Reimagined: The Furture of Shopper Marketing Is Human Centric at DMX Dublin 2019

1. Robert FLAVIN
Director, Strategic Planning
robert@visualise.ie
RETAIL REIMAGINED
THE FUTURE OF SHOPPER MARKETING IS HUMAN CENTRIC.
Eoghan PHELAN
Joint Managing Director
eoghan@visualie.ie

2. WE ARE V360°, AN AGENCY THAT BRIDGES THE GAPS
BETWEEN SHOPPERS, RETAILERS AND BRANDS.
WE UNDERSTAND
SHOPPER
BEHAVIOUR.
WE SPEAK THE
LANGUAGE OF
RETAILERS.
WE CREATE BRAND
SOLUTIONS THAT
DRIVE GROWTH.

3. INSPIRE &
INFLUENCE
WE KNOW HOW TO CAPTURE
PEOPLES’ ATTENTION AND
WHERE TO GIVE THEM A LITTLE
NUDGE TO HELP THEM WITH
THEIR PURCHASING DECISIONS.

4. WE SEE THE
BIGGER PICTURE.
AT V360° WE CAN SEE
EVERYONE’S POINT OF VIEW,
SO WE ARE PERFECTLY PLACED
TO CREATE A 360° SOLUTION.

5. WE WORK WITH LOTS
OF GREAT CLIENTS.

6. SHOPPER
MARKETING
NEW PRODUCT LAUNCHES
CATEGORY
STRATEGY
SHOPPER EXPERIENCE
CREATING
SHOPPER
CULTURE
ACROSS A RANGE
OF PROJECTS.
OUTSOURCED SERVICES DIGITAL SHOPPER MARKETING

7. RETAIL REIMAGINED
THE FUTURE OF SHOPPER MARKETING IS HUMAN CENTRIC.

15. DON’T LEAVE HOME WITHOUT IT.

16. NEW
RETAIL

17. DIGITISATION V DIGITALISATION
DIGITISATION

18. DIGITALISATION

21. WHILE AMAZON CONTINUES TO GRAB HEADLINES,
ALIBABA SHOWS THAT THE FUTURE IS ALREADY HERE.
NEW RETAIL.

22. IN 2018, ALIBABA’S 11.11 GLOBAL SHOPPING FESTIVAL,
RACKED UP ANOTHER RECORD BREAKING DAY
WITH $30.8 BILLION IN SALES. IN ONE DAY.
THAT’S MORE THAN BLACK FRIDAY AND
CYBER MONDAY COMBINED, TIMES TWO.

24. THE NUMBER
ONE FOOTFALL
DRIVER IN
HEMA?

26. RETAIL
LANDSCAPE
IRELAND
2025
BRICKS ’N’ CLICKS
SAVVYSHOPPERS 2.0

27. BRICKS’N’CLICKS.
THE PHONY WAR IS OVER, REPLACED BY A
SYMBIOTIC INTERDEPENDENCE AND INTEGRATION
OF THE VIRTUAL AND THE REAL WORLD.

28. KROGER INKS OCADO
GROCERY DELIVERY DEAL TO
BATTLE AMAZON THREAT.
AMAZON TO REPORTEDLY
OPEN DOZENS OF GROCERY
STORES ACROSS THE US.

30. SELF SHOPPING SMART HOMES.
CHATTING TO SMART SHOPS.

31. SAVVY SHOPPERS ARE HERE TO STAY.
IN TODAY’S HYPER CONNECTED WORLD, SHOPPERS HAVE NEVER
BEEN MORE INFORMED AND KNOWLEDGEABLE.

32. MARCH OF THE ‘DISCOUNTERS’ AS WELL AS
BUTCHERS, BAKERS AND ARTISAN FOOD MAKERS.
ALDI SET TO BECOME EUROPE’S SECOND LARGEST SUPERMARKET BY 2020,
OVERTAKING CARREFOUR, TESCO AND METRO.

33. HYPER
CONVENIENCE
CURATION
SOCIAL RETAILTAINMENT
IRISH
RETAIL
IN 2025

34. HYPER
CONVENIENCE
CURATION
SOCIAL RETAILTAINMENT
IRISH
RETAIL
IN 2025

36. HYPER CONVENIENCE.
FROM: NEXT DAY
TO: 3 MINUTES
IN THE FUTURE SHOPPING WILL JUST APPEAR.

42. HYPER
CONVENIENCE
CURATION
SOCIAL RETAILTAINMENT
IRISH
RETAIL
IN 2023

43. TYRANNY OF CHOICE – WHILE WE DON’T WANT TO WASTE TIME,
ENERGY AND MONEY, WE DO WANT TO TRY NEW THINGS.
A CURATOR CAN PLAY A ROLE IN SIMPLIFYING AND
PASSING ON BENEFITS – SEAMLESSLY.

44. LIVE LIKE A CELEB EVEN IF IT’S
ONLY FOR AN HOUR WHILE
GETTING EXPERT ADVICE
- ARNOTTS.

45. CURATING DATA TO
DELIVER A GREAT SERVICE
- NESPRESSO.

46. CURATION THAT ALLOWS ME TO LIVE MY
VALUES, WITHOUT HAVING TO CONSTANTLY
INTERROGATE MY PURCHASES.

47. PROACTIVELY
THINKING ABOUT
SHOPPERS NEEDS
AND WANTS
- SuperValu

48. HYPER
CONVENIENCE
CURATION
SOCIAL RETAILTAINMENT
IRISH
RETAIL
IN 2025

49. DEPARTMENT STORES BECOMING “THEATRE OF DREAMS”,
JOHN LEWIS STAFF TRAINED BY OXFORD PLAYHOUSE THEATRE.
RECENTLY LAUNCHED ICE RINK, BAR AND RESTAURANT AT IT’S FLAGSHIP LONDON STORE.
RETAILTAINMENT IS THE CONVERGENCE OF LEISURE,
ENTERTAINMENT AND RETAIL AS STORES RAISE THEIR OFFERING
TO ATTRACT SHOPPERS ACROSS THEIR THRESHOLD.

50. MALL OF THE EMIRATES –
SKI, MOVIES, SPA, ROCK CLIMBING ….

51. ShopRite, NEW JERSEY
– YOGA CLASSES ALONG WITH
INTEGRATED FOOD OFFERINGS.

52. VIRTUAL RUNNING TRACK
- LIFE STYLE SPORTS, CORK.

53. MAKEOVERS &
HAIR STYLING.
- DUNDRUM

54. DYSON BRAND EXPERIENCE ACROSS
MUTIPLE RETAIL FORMATS.

55. HYPER
CONVENINCE
CURATION
SOCIAL RETAILTAINMENT
IRISH
RETAIL
IN 2025

56. THERE’S SOMETHING INHERENTLY SOCIAL
ABOUT SHOPPING IN IRELAND WHERE WE
‘GO FOR THE MESSAGES’.
71% ADMIT TO VISITING THE SHOPS
JUST TO GET OUT OF THE HOUSE*
V360° Irish Adult Shopper Survey - 1,026 sample.

57. GROCERANTS ARE GROWING AND WILL BECOME A PERMANENT
PART OF THE GLOBAL AND IRISH RETAIL LANDSCAPE.

58. AMAZON LEVERAGING WHOLE FOODS FOOTPRINT TO
CREATE A NEIGHBOURHOOD SOCIAL HUB.
- PHILADELPHIA, USA.

59. URBAN DELI
– STOCKHOLM.

60. FALLON & BYRNE
– SWAN CENRE RATHMINES.

61. CENTRA
- PARNELL STRET.
IGD STORE OF THE YEAR.

62. HOUSE OF PEROINI.
- 1 DAME LANE, DUBLIN.

63. PEOPLE’S FUNDAMENTAL BASIC
NEEDS REMAIN CONSTANT.

64. OUR EXPECTATIONS AS TO HOW OUR NEEDS SHOULD BE MET
HAS UTTERLY CHANGED.
ULTIMATELY WE ARE BUYING SOLUTIONS
TO GET THE JOB DONE.

65. AS RETAIL EVOLVES, BIG DATA AND TECHNOLOGY WILL
CONTINUE TO ENABLE AMAZING OPPORTUNITIES TO ENHANCE
OUR RETAIL EXPERIENCE.
BUT THE FUTURE OF SHOPPING WILL CONTINUE TO BE HUMAN
CENTRIC. WE MUST PROVIDE ENGAGING EXPERIENCES WHILE
ENABLING PEOPLE TO BUY BETTER.
DON’T FORGET THE FUNDAMENTALS OF EASE OF SHOP AND
DELIVERING ECONOMIC VALUE.

66. REINVENTING
CONVENIENCE
CURATION OF
VALUE(S)
SOCIAL
PERSONABLE
& LOCAL
RETAILTAINMENT
EMOTIONAL
ENGAGING
EXPERIENCES
RETAIL
REIMAGINED
2025

67. RETHINKING HOW YOU COMMUNICATE TO SHOPPERS.

68. 11,000
THE AGRICULTURAL
REVOLUTION
Years Ago…
2.5 Million
HUMANS FIRST
EMERGED
300,000
HOMO SAPIENS
EVOLVED
70,000
THE COGNITIVE
REVOLUTION
5,000
THE FIRST WRITTEN
LANGUAGES
100
FIRST SELF-SERVE
GROCERY STORE
24
FIRST E-COMMERCE
TRANSACTION

69. Reptilian Brain
Limbic System
Neocortex

70. SYSTEM 1 SYSTEM 2
x
Fast
Unconscious
Automatic
Irrational
Unreliable
Slow
Conscious
Effortful
Rational
Reliable

71. FRAMING We are greatly influenced by the way in
which a choice is framed and presented.

74. 1. Is the height of the tallest redwood more or
less than 1,200 feet?
2. What is your best guess about the height of
the tallest redwood?

75. ANCHORING INITIAL EXPOSURE TO INFORMATION,
SERVES AS A REFERENCE POINT AND INFLUENCES
SUBSEQUENT JUDGEMENTS.

76. Limit
None
Average No.
of cans
purchased
3.3
Limit
Four
Average No.
of cans
purchased
3.5
Limit
Twelve
Average No.
of cans
purchased
7

77. PRIMING What we hear, see, or smell
immediately before we make a choice can
directly affect our behaviour.

79. THE EYES OF THE SHOPPER.

80. CABBAGE
Noun
1. Any of several cultivated varieties of a plant,
Brassica oleracea capitate, of the mustard
family, having a short stem and leaves formed
into a compact, edible head.
2. The head or leaves of this plant, eaten cooked
or raw.
3. Slang, money, especially paper money.
4. Chiefly British Informal, stupid, dull or spiritless
person. A mentally impaired person who is
unable to live independently; vegetable.
CABBAGE

84. HOW WE CHOOSE.

86. WHAT’S RELEVANT WILL GRAB OUR
ATTENTION.

87. SHOPPERS ARE BUYING SOLUTIONS
TO GET THE JOB DONE.

88. ROOM.OCCASION. TASK.

89. GREAT SHOPPER MARKETING HELPS PEOPLE TO CHOOSE THE BEST
SOLUTION BY OVERCOMING A BARRIER OR LEVERAGING A TRIGGER ….
ECONOMIC
Assure me that I’m getting the best
deal.
ENTICE
Inspire me to choose the best solution
for my needs.
EXPERIENCE
Take the chore out of shopping.
EASE
Help me find what I’m looking for.

90. PhysicalAvailability
MentalAvailability
USAGE
EXPERIENCE
PATH TO PURCHASE
TRIGGER
REPERTOIRE
…. AT KEY TOUCH POINTS ON THEIR PURCHASE DECISION JOURNEY.

91. EFFECTIVE SHOPPER ACTIVATION SHOULD…
STOP
See me
ENGAGE
Notice me
LAND
Buy me

92. STOP

93. STOP

94. ENGAGE

95. ENGAGE

96. LAND

97. LAND

100. Eoghan PHELAN eoghan@visualise.ie
Robert FLAVIN robert@visualise.ie
W: www.V360.ie
T: +353 (0)1 281 4847
THANK YOU AND CONTACT US AT…