Sapient-Oracle Oct-9 2012

Engaging Experiences

Innovation and Inspiration

9 October 2012

The Changing Face of Engagement

Innovation in Experience Design

Some Great Experiences

Agenda

The Changing Face of

EngagementInnovation

9 October 2012

Research Online, Pick Up In Store

Social Opinions and User Generated Content

Experience Marketing, Experience Shopping

Loyalty

Personalization

Seamless Experiences

Mobile, Mobile, Mobile

Touch (and the Other Senses)

Opening Thoughts

How customers engage with brands is changing at an

incredible rate.

Being Relevant

Standing Out Amidst the Noise

Leveraging Previous Investments

Build Once, Deploy Often

Developing the Right Experience for your Target Market

Brand Appropriateness

Customer Experience Strategy

Knowing Your Customers

Challenges

What are the associated challenges?

Emerging Trends and Technologies

Interactive Kiosks

Branded Check-In

Social Media

Digital Signage

Augmented Reality

QR Codes

Spot Vending

Smart Phones

Tablets

Interactive Displays

Measurement

Concierge Kiosk

Loyalty and

Check In

Tablets / Mobile

Commerce /

Virtual Catalogue

Product data

Customer data

Merchandising data

One View

Customer

Are Transforming Today’s Guest Experiences

Innovation in Experience Design

Innovation

27 July 2012

EXPERIENCE DIMENSIONS

� ACCESS: the ability to reach other

persons, activities, resources,

services, information, or places

� CONTROL: the degree to which

the use of things, activities, and

spaces is controlled by their users

� FIT: the match between a person

and their surroundings to support

the activities in which they will

customarily engage

� VITALITY: the tapping of human

powers: functions and emotions

� SENSE: the ability to know identity

and place – where or when one is

the ability to reach other

persons, activities,

resources, services,

information, or places

ACCESS

• Delivering connected experiences,

any time, anywhere, across any

device.

• In-store, on-line, in branch, on-

the-go, whatever, whenever.

Continuous ExperiencesContinuous Experiences

the degree to which the

use of things, activities,

and spaces is controlled

by their users

CONTROL

• Enabling the user by giving them

control (e.g., over preferences,

information).

• Putting the user in the driver

seat with usefulness, usability,

and desirability

Real-time controlReal-time control

the match between a

person and their

surroundings to support

the activities in which

they customarily engage

• Offering context and orientation,

supporting the user at the right

time and place with the right

content

• The right experience at the right

moment in the customer journey

Predicting DesirabilityPredicting Desirability

the tapping of human

powers: functions and

emotions

VITALITY

• Expressing personality, creating

desire, extending physical

abilities

• Differentiating the brand in

appropriate ways

• Bringing the brand to life

Curated ExperiencesCurated Experiences

the ability to know

identity and place –

where or when one is

• Giving the user the cues they

need to make sense of their

experience (way finding,

auditory cues, clarity and

consistency)

• Making sense of the experience

Quantifiable SelfQuantifiable Self

Relevant Experiences

Innovation We Can Leverage

9 October 2012

Major RetailerMajor Retailer

Experience Innovation through:• Access• Control• Fit• Vitality

the brief – E&E

• convert more of loyal guests into E&E shoppers by creating differentiation beyond price and convenience

• capitalize more on our strengths of surprising and delighting our guests while providing an engaging environment that inspires her to buy

accessories, dvds, cds,

music, peripherals, whole

category consideration

cameras, games, tvs,

tablets, ereaders

simply put, moms are empowered by technology.

however, most moms are just not inspired

by it.

so what does inspire her?

our insight

in short,

it’s not about the gear.

It’s about the experiences the gear enables.

inspire mom to integrate electronics into her life

by bringing life to our electronics.

the brief - reframed

Establish an interaction model,

standard visual design system

that can be leveraged globally

to support the expansion of

product market share

The Challenge

Audi mobile Portal

Goal: best possible mobile user experience

First Android app by Audi worldwide

Audi Fahrzeugbörse (Hybrid App)

Case Study:

Multi-Channel Recreation

Mobile App Design

Case Study:

Audi A-1 iPad App

Launch campaign new A1 Audi – community app

Audi A1

Audi A1 iSpecial iPad

Extending app to iPad

Audi A-1 iPad Application, Configurator, and Rich brochure

Launch Campaign Audi Q3

Android and iPhone App

Launch campaign new A1 Audi – community app

Audi A7 Sportback iPad App

Support the expansion into the emerging market

Reduction in investment development and unit cost

Increased flexibility to support the various requirements of the individual markets

Establishment of a balanced global footprint Mobile Portal available in 15+ Countries and 18 Languages

� Audi A1 App: available in all app stores in the following languages: EN, DE, IT, ES, FR, NL, RU

� Audi Q3 App: available in all app stores in the following languages: EN, DE, TR, IT; ES; FR; NL; PT

� Audi A7 App: available in all app stores in DE and EN

Retail experiences under transformation

The threat…

What stores will always have…

• Sense� Immersiveness

• Fit� Associates

• Control� Immediacy

• Access� Social

• Vitality� Fun

Retail Experiences are under transformation

General Premise

Behind every product is a need.

For every need there is a solution.

Story:

Designed for in-store placement, the SapientNitro

In-store Touch Experience enables customers and

sales associates to engage with the full inventory of a

retailer, whether it’s in store or online.

Features & Benefits:

• 46”HD interactive display

• Integration with inventory, POS, and back end

systems

• Outfit Builder offers Up-sell / Cross-sell

opportunities

•Social media tie in

•Ad space / product placement for manufacturers

Fashionable | In-store Touch Experience

Marks & Spencer | Endless Aisle Kiosk

Marks & Spencer has opened its new

flagship store at 100 Avenue des Champs-

élysées in Paris. Trading over three floors,

the 1,400 square meter store is part of

M&S' ‘bricks & clicks' strategy, as it returns

to the French market with a combined store

and e-commerce offer.

The store uses the latest technology to

extend the M&S product range available to

customers.

Two touch screen order points and two

fixed tablets make it easy for customers to

shop from over 10,000 products available

online.

Marks & Spencer | Magic Mirror

Sapient-Oracle Oct-9 2012

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