Tomorrow's Customer - How Will You Serve Them?

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Presented by Zain Raj, CEO, Euro RSCG Discovery at the National Retail Federations Retail Innovaton & Marketing Conference in San Franciscon on March 3, 2010

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  • Future Shock was written in 1970.
  • Tomorrow's Customer - How Will You Serve Them?

    1. 1. Tomorrow’s Customer:<br />Can We Win Them Over?<br />
    2. 2.
    3. 3.
    4. 4. % Target<br />6–18 months<br />PROSUMERS<br />15–25%<br />Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009<br />6–18 months<br />Prosumer: Tomorrow’s Customer<br />
    5. 5.
    6. 6. Deliver Value + Values<br />
    7. 7. Rational Signals Of Value<br />Premium quality<br />Great customer service<br />Added value<br />Low price<br />+<br />SOURCE: Euro RSCG Worldwide 2009 Value Study<br />
    8. 8. 86%<br />It’s important that companies/ brandsstand for something other than profitability<br />SOURCE: Euro RSCG Worldwide study, “The Future of the Corporate Brand”, Feb 08. Percentage reflects average of US, UK, France findings<br />
    9. 9. WHAT IS A GENUINE AND CREDIBLE ROLE FOR THE BRAND<br />REAL ISSUES CONSUMERS CARE ABOUT<br />
    10. 10.
    11. 11. Video<br />
    12. 12. Build Brand Momentum<br />
    13. 13. Make Up of Brand Momentum<br />Future Potential<br />EMERGING<br />BRANDS<br />Dynamism<br />SUCCESS<br />Trust<br />Past Performance<br />FADINGBRANDS<br />
    14. 14. Momentum of US Brands<br />91<br />169<br />Dynamism<br />Trust<br />83<br />45<br />Social Media, Portals, eCommerce, Hardware, Telecom, Financial Services, Automobiles, Retail, Travel<br />Base: Euro RSCG Momentum 2.0 Study, U.S.<br />
    15. 15. Key Drivers of Brand Momentum<br />Activation<br />In-store displays .36<br />Special promotional prices/rates .17<br />Free trial offers .05<br />Brand Experience<br />Product samples .24<br />Product Demos .24<br />Brand Loyalty<br />Email newsletter/offer .33<br />Frequent shopper/points program .05<br />Word of Mouth<br />Communications Awareness<br />Friends/family .60<br />People at work .60<br />Internet blogs .51<br />Noticed someone using .42<br />Internet advertising .55<br />Website .52<br />Social network site .44<br />Magazine ads .36<br />Radio ads .36<br />TV ads .32<br />Events .30<br />Newspaper ads .20<br />Billboards .15<br />Brand Perceptions<br />Visionary .60<br />Innovative .60<br />Unique .50<br />Authentic .40<br />Brand News<br />Internet story .58<br />New products or services .52<br />TV story .48<br />None of these -.57<br />Base: Euro RSCG Momentum 2.0 Study, U.S.<br />
    16. 16. Edutain, don’t just educate<br />
    17. 17. Evian Roller Babies<br />
    18. 18.
    19. 19. Piss them off atyour own peril<br />
    20. 20. Satisfying Added Values<br />Top 2 Box Summary<br />67% top-notch customer service<br />67% top-notch customer service<br />61% freebies (gifts with purchase, etc.)<br />58% made by a company I trust<br />45% made by a company I admire<br />44% scarce / hard to find<br />38% conscientious / making a difference<br />Euro RSCG Global Value Study 2009<br />
    21. 21. 1:17<br />3:873<br />
    22. 22.
    23. 23. Focus on behaviors<br />not just on attitudes<br />
    24. 24.
    25. 25.
    26. 26.
    27. 27. Music video<br />

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