The university in Gyeongnam: keeping pace with the world ...
Keeping pace with today's customer
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Transcript of Keeping pace with today's customer
KEEPING PACE WITH TODAY'S CONSUMERS IN THE EVER CHANGING RETAIL
ENVIRONMENT
AS THE PHYSICAL AND DIGITAL BATTLE FOR CONSUMERS RAGES ON.
THE GAP BETWEEN THE LIVE ENVIRONMENT AND THE DIGITAL
ENVIRONMENT IS BECOMING MORE AND MORE BLURRED.
BRANDS ARE STARTING TO SEE MORE AND MORE
OPPORTUNITIES TO ENGAGE.
TECHNOLOGY BECOMES MORE AND MORE ACCEPTED IN
EVERYDAY LIFE.
THE MORE DATA ABOUT OUR LIVES AND OUR CONSUMPTION CHOICES BECOMES
AVAILABLE.
THE MORE THE BRAND LEARNS THROUGH RESEARCH AND
INSIGHT…THE MORE THE CONSUMER
BAFFLES US WITH THEIR EVER CHANGING BEHAVIOURS.
TODAY’S CONSUMERS WANT MORE AND TODAY’S CONSUMERS WANT IT
NOW!
TODAY’S CONSUMERS ARE TAKING MORE AND MORE CONTROL OVER
THEIR CONSUMPTION AND EXPERIENCE CHOICES.
YET…MORE AND MORE BRANDS ARE LOSING THE CONSUMER IN THE GAP BETWEEN THE PHYSICAL AND THE
DIGITAL EXPERIENCE.
SO WHAT ARE THE ANSWERS? WHAT ARE THE SOLUTIONS?
HOW DO WE UNDERSTAND THE CONSUMER? HOW DO WE ADAPT AND SURVIVE THE
ONGOING BATTLE FOR COMMITMENT AND PURCHASE FROM THE CONSUMER?
THE RISE OF OMNI-CHANNEL
SO, OMNI-CHANNEL CONSUMPTION IS BECOMING MORE AND MORE
IMPORTANT TO BOTH THE BRAND AND THE CONSUMER.
OMNI-CHANNEL HAS BECOME A BIG BUZZWORD OVER THE PAST FEW YEARS… BUT VERY FEW COMPANIES ARE DOING IT OR DOING
IT WELL!
HOW DO WE DEFINE OMNI-CHANNEL TODAY?
WHO CARES!!!IT’S SIMPLE… IF YOU DO NOT HAVE
A MULTI PLATFORM SALES STRATEGY, THEN YOU DON’T HAVE A
SALES STRATEGY.
MORE IMPORTANT IS UNDERSTANDING WHERE DOES THE JOURNEY BEGIN TODAY FOR
CUSTOMERS?
MARKETERS MUST INVESTIGATE WHAT FACTORS (BE IT HABIT, CHOICE, CONVENIENCE, LIFESTYLE)
WILL LEAD TO WHERE IT WILL END (WHAT WE MIGHT KNOW AS PATH
TO PURCHASE)
THE OMNI-CHANNEL EXPERIENCE DOESN’T JUST START WITH THE CUSTOMER, IT STARTS WITH THE
EMPLOYEE!UNIFICATION IS KEY AND ALL ELEMENTS OF THE SHOPPER EXPERIENCE MUST BE TIED TOGETHER
AS ONE!
CONSUMER CONTROL
THE BLENDING OF PHYSICAL AND DIGITAL THROUGH THIS IS A BIG SIGN ALSO THAT SHOPPERS WANT
MORE CONTROL. THEY DON’T WANT TO ASK…THEY WANT IT NOW!
A SEAMLESS SOCIETY
WE’VE OBVIOUSLY SEEN THE BENEFIT THAT CONTACTLESS PAYMENTS HAS BROUGHT TO THE
RETAIL WORLD AND THEIR INTEGRATION HAS ONLY ACCELERATED CONVERSION RATES IN SHOPPING
EXPERIENCES. RETAILERS ARE CONSTANTLY EXPLORING MORE WAYS TO REDUCE THESE GAPS
AND SPEED UP THE WHOLE CUSTOMER EXPERIENCE.
WHERE IS THE NEXT ADVANCEMENT OF TECHNOLOGY PAYMENT?
WEARABLE TECH, PRE-PAID APPS, BIOMETRICS?
CONVENIENCEPERSONALHABITBEHAVIOURTRANSPARENCYSECURESPEEDSIMPLE
ANYTHING EMPLOYED IN RETAIL EXPERIENCES WILL BE IN RESPONSE TO THESE KEY NEEDS FROM A SHOPPER’S EXPERIENCE:
AND WHAT WILL CONTINUE TO BE THE CATALYST FOR CHANGE IN ALL THIS?
THE CUSTOMER!
FREQUENTLY ASKED QUESTIONS?ARE OUR RETAIL EXPERIENCES BECOMING ANTI-SOCIAL THEN? IS THIS A SIGN THAT RETAIL EXPERIENCES ARE BECOMING MORE
DE-HUMANISED AND LESS PHYSICAL COMMUNICATIONS AND INTERACTIONS ARE WANTED BY THE CONSUMER?
OR IS IT THAT TECHNOLOGY IS HELPING REDUCE THE GAP AND GRADUALLY CHANGING THE WAY SHOPPERS SHOP FOR THE
BETTER? ARE THE GAPS GETTING SMALLER AND THE CONVERSIONS BIGGER?
• LISTEN, INTERPRET, DELIGHT• PERSONALISATION, PERSONALISATION, PERSONALISATION!• CUSTOMERS WANT TO BE INFORMED. GIVE THEM THE TOOLS TO DO THIS, BUT ALWAYS…• …REMEMBER TO KEEP IT SIMPLE!• CUSTOMERS WANT IT NOW! AND THAT DOESN’T JUST RELATE TO THE PRODUCT, IT TRANSCENDS
TO ALL FACETS OF THE SHOPPING EXPERIENCE• BE RELEVANT!• FOCUS ON THE CONSUMER NOT THE CHANNEL! BUT ENSURE YOU’RE STILL WELL COVERED!• DO NOT (BE AFRAID TO) DISTURB! – UNDERSTAND YOUR SHOPPER’S EXPERIENCE IS UNLIKELY TO
END IN-STORE…ENSURE THEN YOU’RE WELL PREPARED TO EITHER RETAIN YOUR CUSTOMER IN-STORE OR EQUIPPED TO HELP THEM COMPLETE THEIR JOURNEY AT HOME…WITH YOU!
TAKE-AWAYS TO HELP YOU THROUGH THE MINEFIELD