hello.

GORDON CHRISTIANSEN

Highlands

COO

gordon@thinkhighlands.com

CUSTOMER 4.0: ARE YOU READY FOR MODERN COMMERCE?

WHAT DO I KNOW

ABOUT THE MODERN

CONSUMER?

CUSTOMER 4.0:

ARE YOU READY FOR MODERN COMMERCE?

WHAT’S

COVERED

Defining Customer 4.0

The Journey to Modern Commerce

4 Questions to Prep your Business

Barriers to Change

Envisioning Customer 5.0

this is an AND story

not

an OR story

Pre 1950’s

• Low choice

• Customers were just happy to get the product

• Power = Production + Distribution

• People moved but weren’t mobile

CUSTOMER 1.0

CUSTOMER 2.0

1950 – 2000

• Customer 1.0 AND

• Post- WWII consumerism

• Print + Radio + Television

• Marketing takes over:

• Brand identities

• Creates differentiation

• Stimulates demand & choice

CUSTOMER 3.0

2000 – 2015

• Customer 1.0, 2.0 AND

• Globalisation

• Internet

• Customer Experience drives loyalty and retention

• Customisation

CUSTOMER 4.0

2015 +

• Customer 1.0, 2.0, 3.0 AND

• Outcome driven

• Vast choices

• Personalisation

• Influencing

• Everyone’s a publisher

What do

customers

want?

Provider

perspective

Customer

1.0

Customer

2.0

Customer

3.0

Customer

4.0

PRODUCT LED DEMAND LED EXPERIENCE LED CUSTOMER LED

“I want a product

which meets my

needs.”

“I want a brand which

I can trust and helps

fulfill my dreams.”

“I want a captivating

and personalized

customer

experience.”

“I want a means to

achieve my goal.”

“Get the customer to come to us.”“Go where the

customer is.”

2005

2003

WHAT’S DRIVING THE CHANGE?

1800s1960’s

1979

1990

1991

1992

2000

2000

2003

2003

2006

2007

2010

2011

2011

2015

2014

2012

1994

1920

SELF-DRIVE

2004

The modern consumer wants to be able to purchase from you

Anytime. Anywhere. Anyhow.

ARE YOU READY TO MEET THE NEEDS

OF THE 21ST CENTURY CONSUMER?

IS YOUR BRAND LOOK, FEEL AND MESSAGE CONSISTENT ACROSS

ALL TOUCHPOINTS?

CAN YOUR CUSTOMER PURCHASE YOUR PRODUCT

VIA ALL DIGITAL INTERACTIONS?

DOES YOUR SUPPLY CHAIN ALLOW FOR SUPER FAST DELIVERY?

IS YOUR POINT-OF-PURCHASE CONTENT DEVELOPED

WITH CUSTOMER 4.0 IN MIND?

Our Beliefs

At Peel, we create products that are unobtrusive

and minimal. Here’s why:

As humans, we take on too much.

It could be stuff, social obligations, work, clutter, etc.

Ultimately there’s a cost to taking on too much – it

takes away from our time, resources, and attention

towards what truly matters to us. What’s important

to you will differ from the next person. That’s what

makes us all unique.

We believe that whatever you’re pursuing, be

intentional about it.

What does that mean?

Being intentional is about

1. Being crystal clear on what is important to you

2. Cutting out what isn’t important to you (the

difficult part)

3. Going after what you value with great vigilance

Think Big.

Start Small.

Scale Fast.

What’s next?

• 5G

• AR / VR

• 3D Printing

• Wearable technologies

• Robotics

• AI

CUSTOMER 5.0

2020 - ?

THANKS