TitelGeïntegreerde (e)Retail experience

16 maart 2017

Services Think+DO

Service Design

Docent- schappen

Brand Design

Social Innovation

Introductie

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“Design is it!”

“Design is passion, emotion and involvement - and should be in the heart of every company”

Tom Peters

Design verbindt business aan de consumentenbehoefte

Holistische benadering

Klantenbehoefte centraal

Business Consument

Brand

Design

Expressie EngagementWaarde

Discover Define Develop Deploy

What is? What if? What whows? What works?

Iteratief proces met betrokkenheid van stakeholders en gebruikers

Design Thinking

What is the business? What will the

business be?

What should the business be?

Traditional Transitional

Transformational

Environment

Design

Integrates and connects the design strategy to the company and brand strategy

Differentiate and enhance new ways of brand experience and differentiation from competitors

Manage and maintains the quality and consistentcy of the brand experience across touch points

Design Thinking

A memorable experience

When people want to hear it....

When people want to tell about it...

When people want to participate in it...

…design geeft vorm en inhoud aan unieke, relevante en betekenisvolle klantervaringen over alle merk touch points,

die worden gestuurd door een centraal merkidee …

…door te begrijpen hoe de consument het merk ervaart …

…en wat hun doelen, waarden, emoties en dilemma’s zijn …

12

Awareness/recognition- grab attention - trigger to connect

Understanding- inform to educate

Preference- interact to convince- re-assure to purchase

Delivery- enable access

Satisfaction- support ease of use- engage to delight

Loyalty- support to evaluate

Advocacy- motivate to promote

Uniqueness- inspire

Pre- Purchase Experience

Purchase Experience

Pos

t-Pur

chas

e Experience

Discover - Consider

Buy - Access

Us

e - E

valua

te - Share

TOUCHPOINT FORMAT UBE

“Central Brand Driver”

Big ideaBig idea

Guiding principles

Design principes

Design touch point(s)

TitelRetail experience

Bron: Accenture

Back to the future?

Branding komt van het Noorse Brand’r

“Vuelinghasbecomewhatwedesignedittobe:anewgenerationairlinecombininglowprices,highstyleandgoodservice.”

JuanPabloRamirez

Omnichannel belofte waar maken?

Branding komt van het Noorse Brand’r

Branding komt van het Noorse Brand’r

Branding komt van het Noorse Brand’r

Branding komt van het Noorse Brand’r

Onderscheidend?

Onderscheidend?

Branding komt van het Noorse Brand’r

Consistent?

Consistent?

Branding komt van het Noorse Brand’r

Relevant in een veranderende context?

Branding komt van het Noorse Brand’r

Branding komt van het Noorse Brand’r

Inspiratie?

Branding komt van het Noorse Brand’r

Relevant?Innovatie

TitelMerkervaring

“Touchpoint: any place where people come in contact with a brand, including product use, packaging, advertising, editorial, movies, store, environments, company employees, and casual conversation”

— MARTY NEUMEIER in ‘The Dictionary of Brand’

Uniek, relevant en consistent over all touchpoints

Merkervaring

Awareness/recognition- grab attention - trigger to connect

Understanding- inform to educate

Preference- interact to convince- re-assure to purchase

Delivery- enable access

Satisfaction- support ease of use- engage to delight

Loyalty- support to evaluate

Advocacy- motivate to promote

Uniqueness- inspire

Pre- Purchase Experience

Purchase Experience

Pos

t-Pur

chas

e Experience

Discover - Consider

Buy - Access

Us

e - E

valua

te - Share

TOUCHPOINT FORMAT UBE

“Central Brand Driver”

Merkdoelstellingen per fase

‘An integrated brand experience’

EVERYONE USES A DIFFERENT INSTRUMENT BUT THEY PLAY FROM THE SAME SONG SHEET:

‘ONE VOICE’

bron: Service design; from insight to implementation

bron: Service design; from insight to implementation

…begrijpen van de experience flow …

Consument

Begrijp je klant Behoefte

Doelen

Pijnpunten/barrieres?

Voordelen

Emotioneel

Functioneel

Sociaal

• Onverwacht • Gewenst • Verwacht • Vereist

• Angst • Frustratie • Ongewenst • Hindernis

Basisbehoefte

Persoonlijk

Segmentatie doelgroepen

afhankelijk

onafhankelijk

passief actief

GROTEHULPVRAAG/PERSOONLIJK

VOLLEDIGBEDIENDWORDEN ZELFSTANDIG/INSPIRATIE

ONDERSTEUNEN

omnichannelstrategie?

omnichannelstrategie?

omnichannelstrategie?

omnichannelstrategie?

PAINS

GAINSJOBS

PAINS

GAINSJOBS

PAINS

GAINSJOBS

PAINS

GAINSJOBS

Moments of truth Moments of truth Moments of truth

Touchpoints

Purchase Post-PurchasePre-Purchase

Customer:- goals- barriers- desires- emoGons

Supportsthebrand

OpportuniGestobuildBE

Harmsthebrand

Episodesofthecustomerflow

“TouchpointsmaAer,butitisthefulljourneythatreallycounts”-McKinsey2013

source: Philips Design

Zones of interaction: entering store going through aisles shelf point of purchase

Buying process: awareness understanding uniqueness preference

“AdverLsingleadstotemptaLon,packagingisthetemptaLon”

1. ICONIC - based on 'the big idea', distinguished vs competition 2. BRANDING - using the brand image and tribute to it, promote with caution, 360° packaging 3. STAND OUT - appealing shelf-impact -><'shouting and talking’ 4. SEDUCE - value and appetite on hand -><'whispering’ 5. EXPLAIN - product promise and benefits 6. CONVINCE - decisive storytelling, 360° packaging 7. ARCHITECTURE - 'horizontal' in portfolio and 'vertical' on pack 8. FEASIBLE – printable, legally right, collo module 9. SUSTAINABLE - less or better waste in the whole value chain

Basic rules of packaging design

Merkwereld

Merkwereld

Merkwereld

Merkwereld

Driveadvocacyeducate&enable

Drivepurchaseinform&convince

DriveReachinspire&excite

Touchpoints have different impact on consumers in their buying process and in building a meaningful relationship with them.

Brand objective & communication objective on different levels.

Driveadvocacyeducate&enable

Drivepurchaseinform&convince

DriveReachinspire&excite

TitelBig Idea

Branding komt van het Noorse Brand’r

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BigIdea

Wie is de doelgroep? Wat zijn hun behoeften? Hoe kan het merk betekenisvol voor ze zijn

Wat biedt het merk hen (functioneel en emotioneel)?

Wat zijn de kerncompetenties?

Wat onderscheid ons bedrijf/merk?

Hoe kan ik echt onderscheidend zijn ten opzichte van de concurrentie?

Hoe lever ik betekenis en onderscheid in de context?

Big Idea bouwstenen

Branding komt van het Noorse Brand’r

"You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get

them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” David Ogilvy

BIG IDEA

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=DEVONKdieenergiegeeTvoorhethelemerk

=HetcreaGeveplaVormvoorallemerkuiGngen(tacGschandstrategisch)

=Moetonderscheidendzijnenresonerenmetjedoelgroep

BIG IDEA

Branding komt van het Noorse Brand’r

Centrale offer ‘Big Idea’

Company

Brand

Positioning

Consumer insights CategoryAttitude in category

Discover - Analyse

Proposition

Define - Strategy

Define - Concept development

Develop - Execution Roll out

UNIQUE and CONSISTENT

DIFFERENTIATINGRELEVANT

Brandessence

Each touchpoint is an opportunity to strengthen the brand and to communicate about its essence

The way the brand essence is translated and executed into touch points is driven by the Big Idea and design principles

PosiGoning

ProposiGon

Bigidea

BIG IDEA - ‘central driver’

The guiding principles are the glue between the vision/big idea, the design language and designing itself

The guiding principles connects the big idea with the design language and ultimately with design

Big idea

Guiding Principles

Design language

Design & experience

van BIG IDEA naar Merkexpressie (design)

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BIG IDEA - The AXE effect

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BIG IDEA - The AXE effect

Big idea

Principles

Design language

The Axe effect

Sexual confidence

Design & experience

Sweat

Image of a sweaty man

BIG IDEA - The AXE effect

BIG IDEA aangepast - AXE ‘Find your magic’

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BIG IDEA aangepast - AXE ‘Find your magic’

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BIG IDEA aangepast - AXE ‘Find your magic’

simplicity

simplicity

simplicity

simplicity simplicity

positioning unique discriminator

BIG IDEA - Philips

Branding komt van het Noorse Brand’r

simplicity

designed around you

easy to experience

advanced

What do we offer the consumer?

What is our core competence?

How do we differentiate?

Big IdeaGuiding Principles

Branding komt van het Noorse Brand’r

simplicity

designed around you

easy to experience

advanced

light

open honest

distinctive

Big Idea

Design Language

Guiding Principles

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CE - amBX gaming peripherals

Packaging

POS display

Brochure

E-mail marketing

Product design and photography

Big idea

Guiding Principles

Design language

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- Wat bied je aan je klanten? - Waarin onderscheid je je ten opzichte van anderen? - Wat is je kerncompetentie? - Centrale belofte

2. Comprimeren - Kan je deze woorden comprimeren naar de centrale belofte en guiding principles

Ontwikkelen Big Idea

v

Watbiedjedeklanten?

Waarinonderscheidjejet.o.v.deconcurrenNe?

WatisjekerncompetenNe?

WatisjecentralebeloPe?

BIG IDEA

GUIDING PRINCIPLE

GUIDING PRINCIPLE

GUIDING PRINCIPLE

TitelGuidelines

Look and Feel

Content of messaging

Begrijp wat de unieke visuele core brand identity elements zijn en hoe je ze moet toepassen over alle touch points.

Principles Guidelines

The brand’s visual recognition and recall • colour • shape • typography

Market leaders have strong Brand Imprint to create strong awareness and recognition.

Brand Imprint

Core identity elementen Coca-Cola

Identity framework Coca-Cola

Identiteit ‘flexibel’ toepassen voor verschillende doelgroepen en lokaties

Heineken - merchandising guidelines

Heineken - merchandising guidelines

TitelTouch point proces

• Welkemiddelen(kanalenentouchpoints)wordendaarbijingezetindeverschillendefasenvandeklantreis?

• Watgaatwelofnietgoed?• Watzijndekansenterverbetering?• Hoekunnenzeelkaarversterken?

Klantreis

Kanalen

‘Pre-Purchase’

Momentenvandewaarheid

Versterkthetmerk

Kansenterverbetering

Beschadigthetmerk

Aandachttrekken ‘Trigger’totconnecGe Informeren Inspireren

AandachtHerkenningInspireren LerenHelpen Uniciteit

Touchpoints

Kanalen

‘Purchase’

Momentenvandewaarheid

Versterkthetmerk

Kansenterverbetering

Beschadigthetmerk

Overtuig BevesGging/zekerheid Gemakvanaankoop Informerenovergebruik

Hulp Leveren ‘Uitpakken’

Touchpoints

1egebruik

Verrassen

Kanalen

‘PostPurchase’

Momentenvandewaarheid

Versterkthetmerk

Kansenterverbetering

Beschadigthetmerk

Ondersteuning

RouGnegebruik

Touchpoints

Erkenning

Loyaleklant BeëindigingrelaGe

Ambassadeur ‘Goedevrienden’

Awareness/recognition- grab attention - trigger to connect

Understanding- inform to educate

Preference- interact to convince- re-assure to purchase

Delivery- enable access

Satisfaction- support ease of use- engage to delight

Loyalty- support to evaluate

Advocacy- motivate to promote

Uniqueness- inspire

Pre- Purchase Experience

Purchase Experience

Pos

t-Pur

chas

e Experience

Discover - Consider

Buy - Access

Us

e - E

valua

te - Share

TOUCHPOINT FORMAT UBE

“Central Brand Driver”

Big ideaBig idea

Guiding principles

Design principes

Design touchpoint(s)

Awareness/recognition- grab attention - trigger to connect

Understanding- inform to educate

Preference- interact to convince- re-assure to purchase

Delivery- enable access

Satisfaction- support ease of use- engage to delight

Loyalty- support to evaluate

Advocacy- motivate to promote

Uniqueness- inspire

Pre- Purchase Experience

Purchase Experience

Pos

t-Pur

chas

e Experience

Discover - Consider

Buy - Access

Us

e - E

valua

te - Share

TOUCHPOINT FORMAT UBE

“Central Brand Driver”

Crosschanneloptimalisering

Big ideaBig idea

Crosschannelinnovatie

Stap 1. Analyse

Identificeer de huidige touch points.

Priotiseer de huidige en nieuwe touch points die de grootste impact hebben op de consument, merk en business.

Toets de huidige touch points aan: - consumentenverwachtingen/behoeften - concurrentie - de huidige positionering

Bepaal de ‘gaps’

Stap 3. Prioritiseer huidige en potentiële nieuwe touch points

Stap 2. Toets de touchpoints

Touch point proces

Hoe kunnen de positionering, propositie en big idea betekenisvol geleverd worden in de ‘ideale’ eindstaat.

Stap 4. Bepaal de ‘ideale’ touch point design

Stap 5. Design de touch points

Stap 6. Roadmap en implementatie

Vertaal alle randvoorwaarden voor de touch points in een effectief en aantrekkelijk ontwerp conform de merk guidelines.

Creëer een roadmap en actieplan voor de implementatie van de touch points.

Touch point proces

TitelRondvraag

TitelBedankt!

albert@thinkplusdo.com www.thinkplusdo.com