Invitation ro the post 80s omnichannel party - ThoughtWorks Live China 2014
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Transcript of Invitation ro the post 80s omnichannel party - ThoughtWorks Live China 2014
INVITATION TO THE POST 80S
OMNICHANNEL PARTY
80后的全渠道盛宴Babs Ryan
Retail Principal, ThoughtWorks Retail12 December 2014
Typical Omnichannel Strategy
典型全渠道策略

分配Channel
品产Products
促销Promotion
客户Customer
客 向 户导 Customer Focus2012 2013 2014
全渠道客 体 将 注点从位置、 有 品、和价格 移到丰富人 的情感体 上去户 验 关 现 产 转 们 验Omnichannel customer experience will shift from places, existing products, and price
to enriching people’s emotional experiences
Trend 1 Humanity一 人性趋势

基于面 面的社区体 得更加重要 对 验变Face-to-face community togetherness is more valuable
千禧一代通 社交 物的概率是其他消 者群体的 倍过 购 费 两Millennials are twice as likely to shop with others
Trend 1 Humanity一 人性趋势

NIKE:从 鞋商到 建 步 好者的全球社区传统 构 跑 爱Nike: From selling footwear to building a global community of runners
-Yesterday: Nike sold footwear and apparel
-Now: Lifestyle/passion focus. Nike+ is runners’ club
-11 million runners
-6 countries
-Reduced ad spend by 40%
-Retail sales to $20bn.
Trend 2 EXPERIENTIAL二 体 性趋势 验

在什么地方花 ,就在什么地方消时间 费Where you spend your time is where you spend your money
在充 奇和有趣的活 中完成 行 满惊 动 购买 为We buy where we engage in surprising and fun activities with others
- Dior at MoCA Shanghai- Reebok at NYC CVZ contemporary art
gallery- Omega pop up museum in Singapore’s
Paragon Shopping Centre
珍夜 会和美维 总 术馆Virgin Atlantic nightclub lighting throughout, bars and art galleries; a party on every flight
Trend 2 EXPERIENTIAL二 体 性趋势 验

多 多的伦 ING 行银 咖啡厅ING Bank Café in Toronto
宜家的 夜狂彻 欢IKEA Big Sleepover
GAP 旗下 Lululemon 的瑜伽班Lululemon (Gap) Yoga Classes
Trend 3 ON-SITE INNOVATION三 店内 新趋势 创

在 体店内 的 客活 和 新 室实 开设 创 动 创 实验In-store / In-branch hackathons and innovation labs
和消 者一起 新费 创Innovating where the customer is
Photo: Bank Leumi
零售超市 新 室创 实验Grocery innovation lab
旅行社Travel agency
SUMMARY - WINNING IN Omnichannel
总结 - 在全渠道赢

1 数 和移 的使用码 动设备意味着消 者更加渴望费面 面社交的机会对Digital / mobile overload means customers now crave face-to-face socializing.
2 推出 你的消 者互让 费 动的活 而不是只 注你动 关的 品和服产 务Help consumers connect with the people and activities THEY enjoy rather than focusing on your staff and your products.
1 新存在于有消 者的地方,就在创 费你的 体店、或者 他 享受愉快实 让 们活 的地方动Innovate where your customers are, whether it’s in your stores / branches or where they enjoy their favorite activities.
2 客 希望 身体 ,而不只是看户 亲 验Customers want to DO, not WATCH.
5 抱 化, 先的零售商或者 行拥 变 领 银是不断推出新 品、新的 下体总 产 线和活 。 新 持 且快速验 动 创 应该 续
Change often. Retail stores and banks who will win are changing their products, places and events often. Innovate, continually, quickly.

START SMALL ACT FASTTHINK BIG
Babs Ryan [email protected]
001 646 831-6471
www.thoughtworks.com/retail

START SMALL ACT FASTTHINK BIG
Babs Ryan [email protected]
001 646 831-6471
www.thoughtworks.com/retail