Alain Manders (Chief Visionary Officer - Square Melon)

1. RETAIL DETAIL
THE 6 th SENSE
Condensed – Sharing Version
Antwerp, April 26th 2012

3. What about the
detail...
the 6th Sense...?

4. The 5 senses combined ?
Do only women have it ?

5. 6TH
SENSE

6. The 6th sense: IMMERSE
• A REAL & emotional extra sense...
• A NEW dimension
• The only bi-directional sense
• The only ACTIVE sense

7. The 6 th sense:
It’s about creating
EXPERIENCES
&
CONVERSATIONS

8. Experiences... a trend ?

9. Conversations... a trend ?

10. Retail:
Retail consists of the sale of physical goods or
merchandise from a fixed location in small or
individual lots for direct consumption by the
purchaser with the respect of the retailers- and
brand values in the most experiential and
conversational way.
So...retail = sell goods = sell brands
.
Brands have Brand DNA
Brand DNA = Brand Values
Retail(er) are also Brand(s) => Retail(er) has Values
Each activity should reflect these Brand DNA(s) !

11. What if we added
“a real story” ?

12. What if we added “experience”

14. What if we added “conversation”

15. Theory versus reality
Promise versus delivery

16. Theory versus reality
Promise versus delivery
Sex
doesn’t
sell
–
controversy
does*
*
Mar9n
Lindstrom
-­‐
2008

17. To “immerse” your customers:
Use the 6th sense,
triggering emotions
using the APPLIED CONVERTISING® method*
(*cfr. Square Melon Company Presentation)

18. What really matters is:
• Loyal customers
They return more often to the same store
• Repeated purchase pattern
Increases volume & profit (for brand & retailer)
• Increased ROE *
*Return On Emotion = Brand LOVE

19. Using the APPLIED CONVERTISING®
method
1. Real story-telling
Matching & explaining brand-DNA

20. 1. Real story-telling
Concepts that fit the brand & retailers DNA

21. 1. Real story-telling
Concepts that fit the brand & retailers DNA

22. 1. Real story-telling
Concepts that fit the brand & retailers DNA

23. 1. Real story-telling
Concepts that fit the brand & retailers DNA

24. 1. Real story-telling
Concepts that fit the brand & retailers DNA

25. Using the APPLIED CONVERTISING®
method
1. Real story-telling
Matching & explaining brand-DNA
2. Try-vertising
Demonstrates perfect-serve/use
Confirm brand-claim – complement advertising

26. 2. Try-vertising
Trying is believing...is buying

27. 2. Try-vertising
Trying is believing...is buying

28. 2. Try-vertising
2. Trying is believing...is buying

29. Using the APPLIED CONVERTISING®
method
1. Real story-telling
Matching & explaining brand-DNA
2. Try-vertising
Demonstrates perfect-serve/use
Confirm brand-claim – complement advertising
3. Conversations off- & on-screen
Makes consumers talk about your brand/store

30. 3. Creating conversations: off-screen

31. 3. Creating conversations: off-screen

32. 3. Creating conversations: on-screen

33. 3. Creating conversations: on-screen

34. 3. Creating conversations: on-screen

35. IMMERSING your consumer leads to:
• More memorable brand-activations and consumer
connections will lead to:
- Long lasting Brand-LOVE for brands that can keep on
innovating
• More brand-love and equity will lead to:
- Loyal brand-ambassadors
• More brand-ambassadors will lead to:
- Increased volume & benefit

36. IMMERSING what’s in for the retail(er):
• Differentiation/stand-out from competitors
• Increased brand-love decreases the sensitivity to
the price of the products
• Talk-ability and PR-ability of your store
• Increased volume & profit

37. IMMERSING for my type of store ?

38. IMMERSING for my type of store ?
What
if...I
could
test
my
new
shoes
from
Decathlon
on
a
real
running-­‐track
on
the
parking-­‐lot
?

39. IMMERSING for my type of store ?
What
if...my
wife
could
get
coloring-­‐advice
while
I
get
my
test-­‐drive
@
Cardoen
so
I
can
enjoy
it
a
liPle
bit
longer
?

40. IMMERSING for my type of store ?
What
if...I
could
get
a
first
flavor
of
the
Chinese
cuisine
while
I
book
my
trip
to
China
?

41. IMMERSING for my type of store ?
What
if...I
could
get
some
style
&
color
advise
from
a
fashion-­‐stylist
while
I
cue
for
the
changing
rooms
?

42. Reminder:
• Use ALL of the 6 senses
• Respect Brand- and Retailer’s DNA
• Convertise ®
• Try-vertise
• Tell the real and right DNA-fitting story
• Create conversations and experiences
• Make it more fun & memorable
• Create real brand LOVE

43. For the Full-Format
Presentation please contact:
Alain Manders
Chief Visionary Officer
Alain@SquareMelon.eu
+32 475 241 241