Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. When tapped in to, our emotions allow brands to connect in a more relevant way. It is a known fact that consumers are more likely to purchase when they connect emotionally to a brand. Brands and retailers need to translate this understanding of people into an enhanced brand experience which stirs emotions. Alasdair Lennox will discuss how to connect with consumers through distinctive experiences, and how these memorable moments build value for brands. He will also share a preview of Group XP’s 2017 Experience Index, which measures the value of brand experience.

1. S T I R R I N G E M O T I O N S
M A K I N G T H E H U M A N
C O N N E C T I O N

2. A L A S D A I R L E N N O X
E X E C U T I V E C R E A T I V E D I R E C T O R
@iSawThisMorning
@FITCHdesign
#StirringEmotions

3. T H E W O R L D ’ S L E A D I N G B R A N D & R E T A I L C O N S U L T A N C Y
/ 9 C O U N T R I E S .
/ 1 5 S T U D I O S .
/ 3 5 0 + A S S O C I A T E S .

4. adidas
Target
Sephora
Lowe’s
Samsung
Jack Daniels
Dell
H&M
PIRCH
Ford
Starbucks
Vivid Homes
Asian Paints
Lego
Hilton

5. TODAY:
S T I R R I N G E M O T I O N S
P E A K E N D R U L E & C R E A T I N G M E M O R I E S
P R E V I E W O F T H E G R O U P X P E X P E R I E N C E I N D E X
Q & A

6. E MO T I O N S D I F F E R E N T I A T E H UMA N S
F R O M O T H E R LI V I N G T H I N G S
T H E Y MA K E US UN P R E D I CT A B LE , I MP ULS I V E
A N D E N D LE S S LY I N T E R E S T I N G
O UR E MO T I O N S A LLO W B R A N D S T O CO N N E CT
I N A MO R E R E LE V A N T A N D CO MME R CI A L W A Y

7. F R O M P S Y CH O LO G Y CO N CE P T T O B US I N E S S A D V A N T A G E ?
T H E P O T E N T I A L F O R D E S I G N T O S T R A T E G I CA LLY CR E A T E
E MO T I O N S A N D B UI LD ME MO R I E S
B US I N E S S E S A R E S E E I N G G R O W T H I N CO N S I D E R A T I O N
A N D P UR CH A S E B Y CR A F T I N G E MO T I O N A LLY
F O CUS E D I N T E R A CT I O N S

8. S T I R R I N G E M O T I O N S

9. T H E E I G H T C O R E H U M A N E M O T I O N S

10. I F Y O UR B R A N D W A N T S T O D I F F E R E N T I A T E LO N G T E R M
A N D B E A S E R I A L I N N O V A T O R I T N E E D S T O LO CA T E I T S
CO R E E MO T I O N
E MO T I O N S G O D E E P E R T H A N D I S R UP T I O N A N D G I V E
B R A N D S T H A T A LL I MP O R T A N T N A R R A T I V E
H O W E V E R W E CA N US E E MO T I O N S T O A T T A CH
ME MO R A B LE J O UR N E Y S A N D I N T E R A CT I O N S T O
Y O UR CUS T O ME R S .

11. LEVEL KIDS SURPRISE & WONDERMENT
ADIDAS BATTLE PACK ANGER & FEAR
PIRCH JOY
T H R E E D I F F E R E N T B R A N D S
T H R E E C O R E E M O T I O N S :

13. LEV EL KIDS
RESU LTS:
L E V E L K I D S A T T R A C T E D 2 0 0 L U X U R Y B R A N D S T O L E A S E S H O P - I N - S H O P S ,
B R A N D S I N C L U D E B A B Y D I O R , R A L P H L A U R E N A N D D O L C E & G A B B A N A
F E A T U R E D O N T H E C O V E R O F O N E O F T H E U S ’ S L E A D I N G
R E T A I L D E S I G N M A G A Z I C E S ( V M S D )
S T O R E D E S I G N O F T H E Y E A R A T T H E R E T A I L W E E K I N T E R I O R S A W A R D S I N T H E U K
T H E C H A L O U B G R O U P H A S R E C E I V E D N U M E R O U S H A N D W R I T T E N
N O T E S F R O M C H I L D R E N E X P R E S S I N G T H E I R L O V E F O R F O R T H E S T O R E

14. ADIDAS
RESU LTS:
M O S T T A L K E D A B O U T B R A N D A T T H E W O R L D C U P
4 T I M E S M O R E M E N T I O N S T H A N N E A R E S T C O M P E T I T O R
# A L L I N M O S T U S E D B R A N D H A S H T A G O N T W I T T E R
5 . 8 M I N C R E A S E I N F O L L O W E R S O N A D I D A S ’ M A J O R S O C I A L M E D I A P L A T F O R M S
A D I D A S E X C E E D E D € 2 . 2 B N F O O T B A L L S A L E S T A R G E T S

16. Get naked and try over
20 live shower heads
Show off your grill skills Cook on a $90,000 La Cornue
Play at events, large and small Learn with a world-renowned chef
friends and family welcomed
Enjoy a handcrafted
Coffee on the house

17. PIRCH
RESU LTS:
A V E R A G E 2 . 7 5 H R S D W E L L ( S A M E A S I K E A )
S A L E S H I G H E R T H A N A P P L E A C R O S S 2 5 K S Q U A R E F O O T
R A N K E D # 2 5 O N F O R B E S ’ M O S T P R O M I S I N G C O M P A N I E S

18. W E N E E D T O C R E A T E
A R O L L E R C O A S T E R
O F E M O T I O N S

19. FINDING FOCUS WITH THE PEAK END RULE
Psychological theory of human behavior developed
by Daniel Kahneman and Barbara Fredrickson

20. K E E P I N G T H E B R A N D T O P O F
M I N D , D R I V I N G R E P E A T V I S I T S
B O T H O N L I N E A N D I N S T O R E
WHY?:

21. T H I N K L I K E A F I L M D I R E C T O R
HOW?:

22. ROCKY
R A C I N G U P T H E P H I L A D E L P H I A M U S E U M O F A R T S T E P S
T H E C O N C L U D I N G B A T T L E A G A I N S T A P O L L O

23. JAMES BOND
T H E O P E N I N G S C E N E W I T H
J A W - D R O P P I N G S T U N T S
T H E S P E C T A C U L A R L Y S U A V E
C L O S I N G S C E N E A S
J A M E S D R I V E S A W A Y

24. T H E E N D O F T H E E X P E R I E N C E
T h e f o r g o t t e n p a r t o f
t h e c u s t o m e r e x p e r i e n c e
T o p 5 f r u s t r a t i o n s o f
t h e o v e r a l l i n - s t o r e
s h o p p i n g e x p e r i e n c e

25. W H Y R U I N A G R E A T I N - S T O R E
E X P E R I N E C E W I T H A P O O R
P A Y M E N T P R O C E S S ?
R e t a i l e r m u s t c h a n g e t h e
d y n a m i c s o f h o w a n d w h e r e
p e o p l e p a y t o r e d u c e f r i c t i o n
P a y a n y w h e r e
I n v i s i b l e p a y m e n t s f o r
a t a n g i b l e e x p e r i e n c e
62%O f c o n s u m e r s w o u l d
l i k e t o l e a v e h o m e
w i t h o u t t h e i r w a l l e t

27. BUT DOES EXPERIENCE = REVENUE?

28. Group XP
Experience Index 2017
BrandZ
46 Countries
43,000 Brands
½ million pieces of data
3 years performance data

29. F O U R C O M P O N E N T S T O B U I L D E X P E R I E N C E V A L U E
Create
…something unique
Engage
…through integrated
services and content
Deliver
…on your most
important needs
Strive
…to make people’s
future lives better

30. 2017 Results Confidential until Oct. 12th.

31. FOR THE OFFICIAL LAUNCH OF THE
GROUP XP EXPERIENCE INDEX 2017
TUNE INTO THE LIVE WEBINAR ON
12th OCTOBER
Learn more at: www.group-xp.com

32. RETAIL STORES WILL CHANGE MORE OVER THE
NEXT FIVE YEARS THAN THE LAST FIFTY
LOCATE THE CORE EMOTION OF YOUR BRAND
CONNECTING THE POWER OF MEMORIES TO REVENUE
WITH THE PEAK END RULE
EVERY BRAND NEEDS AN EXPERIENCE SIGNATURE

33. D O W N L O A D O N S L I D E S H A R E
https://www.slideshare.net/FITCH_design
@iSawThisMorning
@FITCHdesign
#StirringEmotions