Post on 16-Jul-2015
INSERT IMAGE 5 THINGS YOU
NEED TO KNOW ABOUT MAKING YOUR BRAND
PERSONALISED
@futurethoughts
#PersonaliseNow
2
Of all the possible forms of personalisation, consumers are most comfortable with personalised pricing. To go further, the benefit to consumers must be as tangible and desirable as personal discounts.
PERSONALISATION
STARTS WITH PRICE
2
1
3 3 Source: nVision Research
“When buying a holiday online, I would like the opportunity to negotiate the price with the supplier
rather than accept the price offered to everyone else”
58%
UK Total
60%
UK 65+
59%
UK ABC1
PERSONALISATION
STARTS WITH PRICE 1
4
Product innovation has now given us
discounts based on customer moods,
biometric relationship management apps
and even robotic lifestyle coaches.
And it won’t stop there...
PERSONALISATION
IS NOT JUST ABOUT RETAIL
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2
5
PERSONALISATION
IS NOT JUST ABOUT RETAIL 2
Run an Empire uses a player’s physical
surroundings as the playing field for its
exercise challenges. Users are dared to
conquer territory in the real world by literally
running or walking around it.
Pplkpr tracks, analyses and auto-manages
your relationships using biometric information
measured by a smartband. The aim is to
identify whether certain people make them
feel calm, stressed, annoyed…
6
Consumers’ choice in payment method is fast proliferating. When payment becomes part of the product (not just a bit at the end), the possibilities for new brand experiences expand.
6
3 PERSONALISATION
NEEDS NEW WAYS TO PAY
7 Source: nVision Research
3 PERSONALISATION
NEEDS NEW WAYS TO PAY
The Nymi wristband measures your
heartbeat and recognises its unique
signature to authenticate payments. When
you don’t even need to get something out of
your pocket, shopping can be so easy that it
feels like theft.
agree “I find paying with
cash inconvenient”.
20%
8
The invitation to consumers becomes:
do not spend hours and hours researching
competing offers, let us scan the
marketplace and make you an
offer you can’t refuse.
PERSONALISATION
MEANS OPTIMISATION
8
4
9 Source: nVision Research
PERSONALISATION
MEANS OPTIMISATION 4
agree “I feel negatively towards any organisation
that sends me badly targeted marketing communications”
of 16-34s agree “I receive too many messages and
notifications via my mobile phone at unwanted times”
82% 50%
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Irrelevant recommendations are no longer an option. But do we really trust businesses with our data? It is up to brands to make sure that the use of personal data is respectful of privacy and never appears creepy.
PERSONALISATION
MUST RESPECT DATA
10
5
11 Source: nVision Research
“Do you trust the… to use your personal data responsibly?”
Supermarket you currently use the most 65%
Bank you are using for your main account 76%
Mobile phone network you are currently using 66%
PERSONALISATION
MUST RESPECT DATA 5
LONDON | NEW YORK | STOCKHOLM
@futurethoughts
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info@futurefoundation.net
#PersonaliseNow