Experience Signatures: Continuous Retail at KODW15
Transcript of Experience Signatures: Continuous Retail at KODW15
EXPERIENCESIGNATURESCONTINUOUS RETAIL
Jason CorneliusDesign Director, FITCH Singapore
@FITCHdesign
BRANDS WILL CHANGE MORE IN THE NEXT FIVE YEARS THAN THEY HAVE IN THE LAST 50 YEARS…
1THE AGE OF URBANIZATION
Source: McKinsey & Company: The four global forces breaking all the trends
1THE AGE OF URBANIZATION
City populations are growing by
every year65 million
Source: McKinsey & Company: The four global forces breaking all the trendsCity skyline by ▲▲▲ from the Noun Project
1THE AGE OF URBANIZATION
City populations are growing by
every year65 million
440 citiesin emerging markets will account for nearly half of global GDP growth by 2025
today by 2025
Source: McKinsey & Company: The four global forces breaking all the trendsCity skyline by ▲▲▲ , Globe by Nicholas Menghini from the Noun Project
2ACCELERATING TECHNOLOGICAL CHANGE
Source: McKinsey & Company: The four global forces breaking all the trends
2ACCELERATING TECHNOLOGICAL CHANGEobjects expected to connect to the Internet by 2025
1trillion
Source: McKinsey & Company: The four global forces breaking all the trendsResponsive Design by misirlou from the Noun Project
2ACCELERATING TECHNOLOGICAL CHANGEobjects expected to connect to the Internet by 2025
1trillion Number of years to reach 50 million users
38
13 4 3 1 .75
Source: McKinsey & Company: The four global forces breaking all the trendsResponsive Design by misirlou, Radio by Rémy Médard, TV by Creative Stall, iPod by Yorlmar Campos, Internet by Cindy Hu from the Noun Project
3RESPONDING TO AN AGING WORLD
Source: McKinsey & Company: The four global forces breaking all the trends
3RESPONDING TO AN AGING WORLD
DevelopedEconomies
1950
8%
Percentage Of Elderly (65+) Is Projected To Increase By 2050
2000
14%2050
26% EmergingEconomies 1950
4%2000
5%2050
14%
Source: McKinsey & Company: The four global forces breaking all the trends
4GREATER GLOBAL CONNECTIONS
Source: McKinsey & Company: The four global forces breaking all the trends
4GREATER GLOBAL CONNECTIONSThe Volume Of Trade, Finance, People & Data - Are Increasing
This volume of global exchange & connectivity contributes
to yearly global GDP growth$250 - $450 billion
500xincrease in global online traffic, from 2000 to 2012
Source: McKinsey & Company: The four global forces breaking all the trendsGlobe by Nicholas Menghini, Network by Tim Boelaars from the Noun Project
INDUSTRIALREVOLUTION X 1URBANIZATIONTECHNOLOGYAGING POPULATIONGLOBAL CONNECTION X 300
Source: McKinsey & Company: The four global forces breaking all the trends
Continuous Retail
TM
Continuous RetailIn the beginning, there were shops. We’d pop to the shops, pick up our stuff, go home. Things were Simple.
Then with the internet, we shopped from home. Now, mobile brings the shops to us, wherever we are – the options are endless.
The customer journey has become Splintered.
In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
FITCH believes that Seamless, Continuous Retail experiences require a new approach.
TM
Omnispelling
Omni-channelOmni ChannelOmnichannel
Omni-channelOmni ChannelOmnichannel
Multichannel - Latin Multus (many)Shopping using different channels
Crosschannel - Latin Crux (to go across)several channels - same purchase
Omnichannel - Latin Omnis (universal)simultaneous use of channels and seamless delivery between them
Omnichannel is not:Crosschannel done well or with more finesse
…what consumers think about…it’s what they expect
Omnichannel is not:Crosschannel done well or with more finesse
…what consumers think about…it’s what they expect
Omnichannel is:the science - the ‘plumbing’ that connects all the elements together
Starbucks Reserve Roastery360o Sensory Experience
Pinterest Buy itBuyable Pins
Rebecca Minkoff x eBayConnected Fashion
Levis & Google: Project JacquardInteractive Yarn
Warby ParkerClicks & Bricks
CONTINUOUS RETAIL
…is the art. The undeniable future of all things retail
OmnichannelTouchpoints
Physical: The tangible – from objects that can be touched, to settings that can be experienced
Human: Dynamic interactions with individuals, social groups and employees
Digital: Electronic tools – technologies that talk to everyone or just to me
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OmnichannelTouchpoints
Immediate, Immersive, Tactile
Empathetic, Approachable, Kind
Infinite, Interactive, Storytelling
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OmnichannelTouchpoints
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ImmediateImmersiveTactile
EmpatheticApproachableKind
InfiniteInteractiveStorytelling
Future UX platforms
“…know my preferences”
Future role of the storeShowrooming | Webrooming
OmnichannelTouchpoints
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ImmediateImmersiveTactile
EmpatheticApproachableKind
InfiniteInteractiveStorytelling
CREATING FUTUREHUMAN RITUALS EMPOWERED PHYSICALLY&DIGITALLY
WHAT I CAN ACHIEVEWITH YOU
WHAT I CAN BUY FROM YOU
from
to
CONTINUOUS CONSUMER
CUSTOMERS BECOME AUTHORS OF THEIR OWN EXPERIENCE
USERSCUSTOMERS
think…
as well as…
DreamingNo specific purchase intent
ExploringPurchase intent in the category
LocatingSpecific product or service
ExperiencingPost-purchase – using product or service
OmnichannelConsumer Mindstates
JOURNEYTOUCHPOINTS
EVERY
IS MADE UP OF
THESE MOMENTS OF CONNECTION ARE OFTEN FRACTURED AND ONLY SPORADICALLY EFFECTIVE
DREAMING EXPLORING LOCATING EXPERIENCING
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ExperienceSignature
ExperienceSignature
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ExperienceSignature
ExperienceSignature
ExperienceSignature
ExperienceSignature
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CONTINUOUS RETAIL
Connecting brand touchpoints with consumer mindstates to create a unique and defendable unifying principle – a new ritual
EXPERIENCE SIGNATURE
BRANDESSENCE
IF YOUR
IS YOUR
EXPERIENCE SIGNATUREPRESEN
CE
YOUR
IS YOUR
Perceiving all things…creating a true continuity of experience
EXPERIENCE SIGNATURE
Be Colour ConfidentColour experiences for Asian Paints in India
Asian Paints | Current experience
Asian Paints | Consumer Insight
Indian consumers are scared of colours… …when it comes to home decorating that is!
FITCH has been working with Asian Paints, India’s largest commercial paint manufacturer, for the past 8 years to change their brand perception to be seen as the home and décor colour experts in Asia.
Home decorating is seen as a hassle in India where consumers lack confidence in making imaginative choices. Indian customers want to be more confident with colour in their home décor by seeking solutions that are easy and relevant to them.
Asian Paints | Consumer Insight
Asian Paints | Future experience
Asian Paints created an interactive personal colour experience for everyone… …without selling a single pot of paint!
Presented as a ‘walk-in home décor magazine’, FITCH created ‘Colour’ stores in Mumbai and New Delhi, India.
It is a playground of colour that allows consumers to experience what colour can do for their home. It creates an inspirational colour experience that offers a highly interactive and personalised colour solution for each and every customer.
Using RFID ‘colour cards’, shoppers collect their ideas in their journey throughout the store. These information are then downloaded and collated into their own personalised take-home colour magazine to be shared with friends and family.
Asian Paints | Colour Consultancy
Translating the Asian Paints experience across the retail network… for both end consumers and contractors.
Over 50,000stores across India
Asian Paints | Consultancy stores
Tailor made décor advice for customers homes…….bringing the services to life in store.In every major India metro city
Asian Paints | Colourideas Paint stores
Two shopper journeys, two store experiences…… for both contractors and end consumers.Over 50,000 stores across India
Asian Paints | Digital experience
The awards
“The Colour store experience has fundamentally changed our brand. We are now the colour and decor experts in India.”– Satish Kulkarni, GM Asian Paints
410% traffic growth of target family consumers (FY2008-2012)
84% conversion ratein-store Colour consultations continue to double year-on-year
35% sales increasein adjacent dealer stores
Asian Paints | The results
No. 1 home décor brand in IndiaMillward Brown BrandZ 2014
Asian Paints | Experience Signatures™
DREAMING EXPLORING LOCATING EXPERIENCING
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DTRAFFIC TRIAL TRANSACTION SATISFACTION
Asian Paints | Experience Signatures™
DREAMING EXPLORING LOCATING EXPERIENCING
P
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DTRAFFIC TRIAL TRANSACTION SATISFACTION
Consultancy stores & pop-ups
Magazine mobile App & visualiser
Trend experts
Brand experience stores
Website & social media
Dealer inspiration & paint stores
Painting advice & trained painters
Colour project including rewards
Maintenance systems
Feedback forum & advice
Home makeover competition
Consultancy, samplers & guides
Asian Paints | Experience Signatures™
DREAMING EXPLORING LOCATING EXPERIENCING
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DTRAFFIC TRIAL TRANSACTION SATISFACTION
CONTINUOUSRETAILMATRIX
Asian Paints | Experience Signatures™
DREAMING
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DTRAFFIC
Asian Paints | Experience Signatures™
DREAMING EXPLORING
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DTRAFFIC TRIAL
Asian Paints | Experience Signatures™
DREAMING EXPLORING
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DTRAFFIC TRIAL
LOCATING
TRANSACTION
Asian Paints | Experience Signatures™
DREAMING EXPLORING
P
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DTRAFFIC TRIAL
LOCATING
TRANSACTION
EXPERIENCING
SATISFACTION
Asian Paints | Experience Signatures™
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
DTRAFFIC TRIAL TRANSACTION SATISFACTION
Consultancy stores & pop-ups
Consultancy, samplers & guides
Magazine mobile App & visualiser
Trend experts
Brand experience stores
Website & social media
Dealer inspiration & paint stores
Painting advice & trained painters
Colour project including rewards
Maintenance systems
Feedback forum & advice
Home makeover competition
Asian Paints | Experience Signatures™
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
DTRAFFIC TRIAL TRANSACTION SATISFACTION
Consultancy stores & pop-ups
Magazine mobile App & visualiser
Trend experts
Brand experience stores
Website & social media
Dealer inspiration & paint stores
Painting advice & trained painters
Colour project including rewards
Maintenance systems
Feedback forum & advice
Home makeover competition
Consultancy, samplers & guides
User MindstatesDELE
User MindstatesDELEExperience SignaturesPHD
User MindstatesDELEExperience SignaturesPHDNewRITUALS
The Future‘Art’of Retail
EXPERIENCESIGNATURESCONTINUOUS RETAIL
Jason CorneliusDesign Director, FITCH Singapore
@FITCHdesign