Digital Is Dead: Effective Retailing & Engagement in the Omnichannel World
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Transcript of Digital Is Dead: Effective Retailing & Engagement in the Omnichannel World
@folkwithpurposeQuestions? Insights? Witty Heckles?
Tweet @KiwiSheehy
e Plot ickensDigital StorytellingDigital Is Dead
Effective Retailing & Engagementin the Omnichannel World
I ’m Paul,
I like bright trousers.I’m Paul Sheehy.
I like bright trousers, and telling stories.
Today’s insights will enable you to Inspire and engage your consumers
like never before…
Part 1.
Digital Is Dead
Part 2.
Enabling Great Experiences
Part 3.
The Future
Part 1.Digital Is Dead
We asked some astute university graduatesto define digital…
“Information that is communicatedthrough the use of a complex language
involving 1s and 0s.”
“Something going through a computer.”
“Communication through technology including
websites, email, social media, phones, etc.”
-We use to specify colour or B&W television
until all TVs became colour
Digital, as a thing, is dead.Everything is digital.
&
We no longer live in a world where digital is a part of it -
we lead digital lives.
Part 2.Enabling Great Experiences
Our focus must move away from the technology itself, to the experience that the technology enables for our consumers.
Enter: Invisible Technology
Underpinning retail to create a seamless experience
The ultimate strategy allows consumers to use a host of platforms interchangeably for
shopping, ordering, purchasing, pickup, delivery and returns.
In order to reach the consumer first, fasterand more often than competitors…
Symphony jQuery EditorDubai’s home of luxury fashion launched a responsive Magento
eCommerce site for a shopping seamless experience across platforms…
Featuring customizable shoppable magazine, ‘Notes’
Enter: Invisible Technology
Underpinning retail to create a seamless experienceOliver Bonas, Gifting
In a crowded marketplace, it’s also
vital to craft an authentic retail experience both on and offline.
Technology is the vehicle to deliver stories.
Invisible TechnologyUnderpinning retail to create a seamless experience
BurberryBurberry’s omnichannel offering is seamlessly integrated,
delivering a rich shopping experience
with LED screens, films, fashion shows, music, storytelling, education, and more...
Burberry
with LED screens, films, fashion shows, music, storytelling, education, and more...
“Research indicates that consumers who
shop both online and in store spend 2 -3x as much as shoppers who only shop
from one.”
– Robin Lewis, Forbes Magazine
Invisible TechnologyUnderpinning retail to create a seamless experience
Burberry
Including their most recent retail accomplishment
Live shop the catwalk @ London Fashion Week
Net-A-PorterWhile they don’t have a physical store,
the vast multi-brand retailer stepped into the physical realm in February with a shoppable magazine
Connected CommerceThe natural evolution of eCommerce
For brands with purpose, creating an authentic retail experience is as
much about crafting meaningful connections with consumers as
selling products.
Which is why
Everythinga brand does must connect with people in
a way that is more than just linear.
5 Things You Can Do ToCraft Meaningful Connections
Inspire
Make space for ‘Froth’
Reward
Learn
Adapt
5 Things You Can Do ToCraft Meaningful Connections
1. Inspire
Inspiration must come first, whether through our eye-opening content, captivating film, sensory marketing or feel.
Kate Spade Saturday,Taking window shopping to a new level with a completely new and innovative shopping experience…
5 Things You Can Do ToCraft Meaningful Connections
2. Make space for ‘froth’
Make the most of the buzz and empower consumers by giving them the space to make noise about you.
Brands engaging with consumers through consumer-generated photo sharing have seen up to 3x increase in conversion - Olapic
Fun Fact
Chanel is the most #tagged fashion brand on Instagram even though the brand doesn’t have an official account
- L2 Think Tank
Froth will happen with or without your help.It’s up to you to make the most of it commercially.
5 Things You Can Do ToCraft Meaningful Connections
3. Reward
A way to create deeper connections with your all-powerful tribe voice and encourage further contribution from your consumers is to reward them for their efforts…
Hi Fleurie,
Thanks for sharing a photo of your purchase from SIVVI on Twitter yesterday! As you had 547 ‘highly engaged’followers at the time of your Tweet, we’d like to offer
you:
25% off of your next purchase over at sivvi.com
Have a nice day,Love SIVVI
5 Things You Can Do ToCraft Meaningful Connections
4. Learn
The world is made of stories, not atoms, and we can gather data from these stories to help improve the experiencewe offer.
With the appropriate analytics we can keep up with what’s going on in our brand
universe.
5 Things You Can Do ToCraft Meaningful Connections
5. Adapt
Observe closely how they interact with the technology you provide them, so that you can constantly evolve and improve your offering to make it:
- Quicker- Easier- More relevant
Part 3.The Future
Globalisation
The Internet and evolution of technology has essentially integrated the entire world.
Globalisation
Think global, act local.
GlobalisationThat’s been HSBC’s mantra for 14 years…
The Future: Transformation
There’s no denying we're
heading into a transformative do-or-die era of retail that
demands more of brands…
But there's light at the end of the tunnel if we evolve and adapt, work creatively, and harness the
enormous power of technology and global integration.
But most importantly, businesses will soon be powerless to part consumers with their money as ‘selling for selling
sake’ becomes old-hat.
So we’ve got two options:
1. We lose customers until our final campaign barely registers and our business dies.
OR 2. We bring heart into our business.
The Future: Transformation
“Giving people positive experiences and
meaningful products and services, and improving the quality of life for both
consumers and employees.”
– Robin Lewis, Forbes Magazine
The Future: Transformation
HSBCA business with a distinctive mantra, HSBC is once again seen to be embracing the future of business transformation before any of its
banking competitors…
FinisterreA brand with purpose, Finisterre is sculpting the cold water
surfing industry. We took Finisterre to Magento Enterprise to help them make the most of their dedicated social activities, beautiful
film and photography.
#coldwatersurf
A Purposeful CampaignJust imagine a world where brands ‘gave back’ in a way that helped
to promote their own values and mission too?
For a FREE copy of Rio Breaks email: [email protected] Tweet @KiwiSheehy
Summary
-
Digital is dead.Everything is digital.
The faster and more connected the world getsthe more consumers will demand authentic
connection.
Brands who tell stories with purpose and connect will thrive.
Create content to create meaningful experiences. Storytelling is the vehicle for experience.
Be prepared for transformation.
Bring some heart into your business.
e Plot ickensDigital Storytelling
Competition
To WIN a day-long Why Workshop with Folk for you and your team, and get to the heart of your brand again
Simply Tweet us your experience of today’s session to:
@folkwithpurpose
Tweet me @KiwiSheehy | Tweet us @folkwithpurposeEmail us [email protected] | Call us 01202 289 000
e Plot ickensDigital StorytellingThat’s all folks!Thank you